After more than 30 years in the industry, Rolf Hammerstein knows a thing or two about marketing. He’s currently the marketing manager for EMEA and Asia Pacific at STAHL CraneSystems, a German manufacturing company specialized in lifting technology and components for industrial applications. Shaheen Samavati recently spoke with Rolf about the digitalization of marketing, the evolution of webinars and B2B social media, and the eternal importance of prioritizing quality content.

You can watch the full conversation in the video above or on our YouTube channel, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Even beyond the current crisis, it’s likely that we’ll see an increase in the number of digital events and webinars in the future.
  • If you use a third party to promote your company’s webinars, you’ll be able to attract a wider audience of people who are interested in the topic, but may not have heard of your company before.
  • In a highly specific industry like manufacturing, a marketing manager’s job is to source information from experts and then transform it into quality content—ideally audiovisual, as this drives the greatest engagement today.
  • The importance of social media for B2B companies varies across regions. LinkedIn is generally the most important platform, but some countries have other social networks, necessitating localized social media strategies.
  • Content marketing is closely connected to inbound marketing, and should not be considered a tool to achieve rapid success; it requires dedication and nurturing over time to get results.

Some people go for “good enough” marketing—delivering mass instead of class—but good marketing is about providing quality content for your audience.

Connect with Rolf and Shaheen on LinkedIn.

This post was edited by Melissa Haun, a freelance content creator based in Lisbon.

For more insights into marketing and webinars:

To see the full transcript, click on page number 2 below.