--- title: Messaging Matters description: Messaging needs to change with the environment. Sign up today for this webinar to help you learn how to create messages that attract and convert buyers. image: https://www.toddhockenberry.com/hubfs/Imported_Blog_Media/instagram%20lunch%20and%20learn-3.jpeg --- [![Todd Hockenberry, Inc.](https://www.toddhockenberry.com/hs-fs/hubfs/2015_NEW_Site/todd-hockenberry-inc.png?width=188&height=75&name=todd-hockenberry-inc.png "Todd Hockenberry, Inc.")](https://www.toddhockenberry.com) ## Welcome to my Blog [Blog Main Page](https://www.toddhockenberry.com/blog) ###### Posted by [Todd Hockenberry](https://www.toddhockenberry.com/blog/author/todd-hockenberry) ● Jun 15, 2020 # Messaging Matters Tired of hearing from so-called experts about what works to drive growth at a manufacturing company? Want to hear actionable advice from someone in the trenches successfully doing the work for an industrial company? [![instagram lunch and learn](https://www.toddhockenberry.com/hs-fs/hubfs/Imported_Blog_Media/instagram%20lunch%20and%20learn-3.jpeg?width=200&name=instagram%20lunch%20and%20learn-3.jpeg)](https://mailchi.mp/0f9080d61b48/manufacturers-lunch-learn) [Matthew Sciannella](https://www.linkedin.com/in/ACoAAAICtmIBgENGW50Tk6IO-QUB-2WvlOmdXAc), industrial marketing guru, urges industrial marketers to invest in inbound marketing tactics centered around the customer, not your product. In this recent episode of [The Manufacturing Show Podcast](https://podcasts.apple.com/us/podcast/42-forget-trade-shows-double-down-on-industrial-marketing/id1472550603?i=1000477276983), Matthew and I also discuss: - How to make an ROI case for inbound marketing in the industrial space. - The best ways to make customer-centric content. - How to scale and re-purpose valuable content. Guess what? Messaging matters internally as well as externally. If you want to get executive buy in for marketing and content investment how you talk about them matters. Speaking of messaging, do those spammy, copy-n-paste, email messages you send  really get read by anyone? Maybe your messaging - starting with your choice of platform to deliver it - needs some fresh thinking. Check out this episode of The Manufacturing Show podcast with Ethan Beute from BombBomb where we talk about using personal videos to create interesting content, engagement, and the best kind of messaging...the kind that shows you care. Maybe you need to think about your marketing mindset. [In this podcast,](https://bombbomb.com/blog/todd-hockenberry-inbound-organization-existential-customer-experience/) with Ethan where I was the guest, we talk about customer experience and what it means to be human in your marketing . And don't forget to sign up for the free lunch-n-learn this TH at noon EST. Click the image below to sing up. See you there! [![New call-to-action](https://no-cache.hubspot.com/cta/default/68380/aacb7f10-c5ec-4e49-9d98-0b3261a87aba.png)](https://cta-redirect.hubspot.com/cta/redirect/68380/aacb7f10-c5ec-4e49-9d98-0b3261a87aba) Topics: [Marketing](https://www.toddhockenberry.com/blog/topic/marketing) - Share - [**](https://www.facebook.com/sharer/sharer.php?u=https://www.toddhockenberry.com/blog/messaging-matters) - [**](https://twitter.com/intent/tweet?url=https://www.toddhockenberry.com/blog/messaging-matters) - [**](https://www.linkedin.com/shareArticle?url=https://www.toddhockenberry.com/blog/messaging-matters) ### Comments #### Subscribe New posts delivered to your inbox. [![Subscribe to The Industrial Executive Newsletter](https://no-cache.hubspot.com/cta/default/68380/f31969c4-4b8e-4b21-b07d-d162a0bb7037.png)](https://cta-redirect.hubspot.com/cta/redirect/68380/f31969c4-4b8e-4b21-b07d-d162a0bb7037) [![New Call-to-action](https://no-cache.hubspot.com/cta/default/68380/7870cf73-1b30-4fbb-9cb0-432ae1436d50.png)](https://cta-redirect.hubspot.com/cta/redirect/68380/7870cf73-1b30-4fbb-9cb0-432ae1436d50) [![Buy Inbound Organization Now](https://no-cache.hubspot.com/cta/default/68380/04bc18a8-8e65-4f5d-b482-fad0e93684e8.png)](https://cta-redirect.hubspot.com/cta/redirect/68380/04bc18a8-8e65-4f5d-b482-fad0e93684e8) [![The Industrial Executive Podcast - Listen Now](https://no-cache.hubspot.com/cta/default/68380/4ccd1db9-083d-43dd-aa82-7dc25629198c.png)](https://cta-redirect.hubspot.com/cta/redirect/68380/4ccd1db9-083d-43dd-aa82-7dc25629198c) #### Related Posts [What Does an AI Department Look Like for a Manufacturer?](https://www.toddhockenberry.com/blog/what-does-an-ai-department-look-like-for-a-manufacturer) [How AI Agents Are Changing B2B Buying for Manufacturers](https://www.toddhockenberry.com/blog/how-ai-agents-are-changing-b2b-buying-for-manufacturers) [The Reason AI Writes Garbage For Your Business (And What We Build Instead)](https://www.toddhockenberry.com/blog/the-reason-ai-writes-garbage-for-your-business-and-what-we-build-instead) [Digital Marketing Strategy for Manufacturers](https://www.toddhockenberry.com/blog/digital-marketing-for-manufacturers) [What AI Can't Replace: Protecting Your Human Advantage](https://www.toddhockenberry.com/blog/what-ai-cant-replace-protecting-your-human-advantage) [The Total Solution Trap: When Your Best Differentiator Is Your Best-Kept Secret](https://www.toddhockenberry.com/blog/the-total-solution-trap-when-your-best-differentiator-is-your-best-kept-secret) [How to Market a Manufacturing Company](https://www.toddhockenberry.com/blog/how-to-market-a-manufacturing-company) #### Topics - [Marketing (174)](https://www.toddhockenberry.com/blog/topic/marketing) - [Inbound Organization (121)](https://www.toddhockenberry.com/blog/topic/inbound-organization) - [Sales (97)](https://www.toddhockenberry.com/blog/topic/sales) - [Manufacturing (91)](https://www.toddhockenberry.com/blog/topic/manufacturing) - [Content (43)](https://www.toddhockenberry.com/blog/topic/content) - [Inbound2Grow (32)](https://www.toddhockenberry.com/blog/topic/inbound2grow) - [Company Culture (20)](https://www.toddhockenberry.com/blog/topic/company-culture) - [Industrial Executive (18)](https://www.toddhockenberry.com/blog/topic/industrial-executive) - [SEO (18)](https://www.toddhockenberry.com/blog/topic/seo) - [Leadership (12)](https://www.toddhockenberry.com/blog/topic/leadership) - [Case Studies (11)](https://www.toddhockenberry.com/blog/topic/case-studies) - [CRM (10)](https://www.toddhockenberry.com/blog/topic/crm) - [Mission (8)](https://www.toddhockenberry.com/blog/topic/mission) - [Tradeshows (8)](https://www.toddhockenberry.com/blog/topic/tradeshows) - [Customer Service (5)](https://www.toddhockenberry.com/blog/topic/customer-service) - [AI (3)](https://www.toddhockenberry.com/blog/topic/ai) - [Recruiting (1)](https://www.toddhockenberry.com/blog/topic/recruiting) - [Roofing Contractor Benchmark Group (1)](https://www.toddhockenberry.com/blog/topic/roofing-contractor-benchmark-group) [See All Topics](https://www.toddhockenberry.com/blog/messaging-matters#) [Home](https://www.toddhockenberry.com) [Case Studies](https://www.toddhockenberry.com/case-studies) [Resource Library](https://www.toddhockenberry.com/resource-library) [Blog](https://www.toddhockenberry.com/blog) [About](https://www.toddhockenberry.com/about)     ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Todd Hockenberry", "url" : "https://www.toddhockenberry.com/blog/author/todd-hockenberry" }, "dateModified" : "2023-08-09T15:24:01.364Z", "datePublished" : "2020-06-15T04:00:00.000Z", "headline" : "Messaging Matters", "image" : [ "https://www.toddhockenberry.com/hubfs/Imported_Blog_Media/instagram%20lunch%20and%20learn-3.jpeg" ], "mainEntityOfPage" : { "@id" : "https://www.toddhockenberry.com/blog/messaging-matters", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.toddhockenberry.com/hubfs/2015_NEW_Site/Todd-Hockenberry-Inc.png" }, "name" : "Todd Hockenberry, Inc." } } ```