Conference: Oct 5-6
Workshops: Oct 7
Manufacturing Workshop: Brief to Blueprint: Building Manufacturing Campaigns That Actually Ship
Morgan Norris (Sr Brand Manager, TREW Marketing)
Date: Wednesday, October 7
Time: 1:30 pm - 3:00 pm
Pass Type:
All Access, 3-Day -
Get your pass now!
Session Type:
Workshop
Audience Level:
Advanced
Track:
Workshops | Content Marketing World
Vault Recording: TBD
Audience Level: Advanced
Many manufacturing marketing teams receive campaign briefs filled with product specs, target industries, application details, and internal expectations, but don’t have a clear path for turning that information into a focused campaign idea and execution plan.
In this hands-on workshop, attendees will learn a repeatable campaign development framework that helps transform complex manufacturing briefs into clear campaign concepts and practical marketing programs. Using real B2B manufacturing examples, participants will see how messaging frameworks, audience insights, technical proof points, and content formats come together to create measurable campaigns that work across ads, landing pages, PR, social media, sales enablement, and nurture programs.
Participants will work through a practical campaign framework that includes:
Clarifying the Problem
Distilling technical product information, market context, and internal business goals into a clear customer problem and campaign objective.
Defining the Audience and Insight
Identifying the specific audience segment — such as engineers, operations leaders, plant managers, procurement teams, or channel partners — along with their pain points, buying criteria, and the core insight that will drive the campaign idea.
Developing the Big Idea
Turning messaging, audience insight, and market differentiators into a single campaign concept that can unify creative, content, and promotion.
Building the Campaign Toolkit
Translating the big idea into practical campaign assets: landing pages, trade media PR stories, social content, webinars, video, email nurture, and sales enablement materials — along with the AI tools that can help build and scale them.
Launching and Measuring Impact
Selecting the right KPIs and aligning marketing and sales around measurable campaign outcomes such as engagement, qualified pipeline, sales conversations, and market visibility.
Takeaway
- How to align personas, technical proof points, and messaging into a unified manufacturing campaign
- How to develop a clear big idea that connects customer needs to business goals and meaningful KPIs
- How to build a practical campaign toolkit for manufacturing audiences, including PR, landing pages, social, video, sales enablement, and the Custom GPTs that can help execute at scale