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In this episode of the AM Insider podcast, hosts Dustin Kloempken and Justin Hopkins engage with marketing expert Ryan Hayford to explore the critical role of marketing in the additive manufacturing industry. They discuss the unique challenges marketers face when targeting engineers, the importance of understanding customer journeys, and the need for effective communication across departments. Ryan shares insights on successful marketing campaigns, measuring success, and the balance between fun and practical marketing strategies. The conversation also highlights innovative applications in the industry and key resources for marketers.
Takeaways

• Marketing is essential for success in additive manufacturing.
• Understanding engineers' rationality is crucial for effective marketing.
• Webinars require consistency and thoughtful execution to succeed.
• Mapping the customer journey is vital for effective marketing strategies.
• Your website is the most important tool for lead generation.
• Avoid exaggerated claims to maintain credibility in marketing.
• Balancing creativity with strategic thinking is key for marketers.
• Fun projects can lead to practical applications in engineering.
• Getting buy-in from other departments is crucial for marketing success.
• Chasing funding opportunities can lead to innovative applications in the industry.