top of page

MARKETING TRACK

Day 1 - Tuesday, Feb. 7th

Panel Discussion

11:00 AM - NOON

Panel Discussion: Marketing on the Front Lines

Marketing is a broad and challenging task for any organization, especially manufacturers.  Social media management, website updates, physical marketing material - the list goes on and on.  In this session we'll hear from marketing professionals at three different manufacturing companies as they share tips, tricks and best practices to be successful in marketing your company and products.

Moderator

PeytonW_Headshot_Square_600x600.png

Peyton Warren, Thinker & Strategist | Gorilla 76

   Peyton thrives in community-building. After serving as a client success executive, she shifted into strategy in early 2022. In addition to helping clients stay ahead of competitors, she’s also a host on Industrial Marketing Live.

   Her holistic approach to marketing is informed by her diverse background. From grassroots campaigns and hyper-growth startups to international nonprofits and distribution networks, she’s seen how focus and strategic use of resources can build brands and drive results.

   Prior to joining Gorilla, Peyton worked with Apptegy, a fast-growing EdTech startup, sourcing talent and teaching school districts how to distribute messaging and build their brands. And in 2016, she campaigned for Senator Bernie Sanders, wrangling press from coast-to-coast. She later continued this work with Next Gen Climate, where she earned media in the crowded swing state media market.

   She’s also applied her marketing skills to passions beyond work. As an active CSA-member, she managed the largest multi-farm program in the Midsouth. On the weekends, you’ll find Peyton exploring her local farmer’s markets, cappuccino in hand, with her husband Jon and their rescue pups, Zulu and Charlie.

   Peyton graduated at the top of her class from the University of Central Arkansas with a BA in Journalism and double minor in Spanish and interdisciplinary studies.

Panelists

Michelle-cropped.jpg

Michelle Peak, Marketing Manager | H.E. Williams

   As the Marketing Manager at H.E. Williams, Inc. Michelle Peak is responsible for developing and maintaining an over 100-year-old brand rooted in tradition and innovation in a constantly changing manufacturing environment.
   Her 15 years in the industry has given her a unique understanding and appreciation for marketing and design in manufacturing. With significant experience in branding, web development, campaign strategy, product marketing, and organizational design, she has successfully led substantial projects and campaigns, passionately emphasizing the importance of manufacturing in the USA.
   Michelle is a graduate of Pittsburg State University and holds a BS in Graphic Communications and Marketing.

Morgan Pagel Headshot.png

Morgan Pagel, Marketing Coordinator | Tank Components Industries

   Morgan serves as the Marketing Coordinator at Tank Components Industries. TCI focuses on supporting the vessel manufacturing industry by building mutually beneficial partnerships and providing superior tank components, and is located in Springfield, MO.

   While in college, Morgan gained experience in radio production, broadcast media, and event management. By using her skills in video editing, content creation, social media management, creative thinking, CRM management, and graphic design, she has expanded her knowledge of the manufacturing industry.     Morgan is originally from Green Bay, WI, and is a graduate of Evangel University with a B.A. in Communication Studies.

Brittni Walters_Headshot.jpeg

Brittni Walters, Sr. Content Strategist | Cambridge Air Solutions

   Brittni Walters serves as the new Senior Marketing Content Strategist for Cambridge Air Solutions, a purpose-filled HVAC manufacturer in Chesterfield, MO driven to enrich the quality of every life they touch. While brand new to the Cambridge Marketing Team, Brittni has Manufacturer Marketing experience from her previous role as Marketing Manager for Golding, formerly known as Arcobasso. Before that, she was the Marketing Manager for Bon Appetit Management Company. Originally from Overland Park, Kansas, she attended High School at Blue Valley North and continued on to receive her BS in Mass Communications at Kansas State University.

Marketing vs. Sales

1:30 PM - 2:30 PM

Marketing vs. Sales: Same Goal, Different Approach

Marketing builds brand awareness and attracts leads to your business.  Sales converts those leads into paying customers.  Both departments are working toward the same goals – increase revenue and grow your company.  However, it can be difficult to get everyone on the same page.  This session brings together marketing and sales professionals from two different Missouri manufacturers to share how they use a holistic, collaborative approach that involves communication between both departments in their efforts to reach a common goal.

Panelists

Morgan Pagel Headshot.png

Morgan Pagel, Marketing Coordinator | Tank Components Industries

   Morgan serves as the Marketing Coordinator at Tank Components Industries. TCI focuses on supporting the vessel manufacturing industry by building mutually beneficial partnerships and providing superior tank components, and is located in Springfield, MO.

   While in college, Morgan gained experience in radio production, broadcast media, and event management. By using her skills in video editing, content creation, social media management, creative thinking, CRM management, and graphic design, she has expanded her knowledge of the manufacturing industry.     Morgan is originally from Green Bay, WI, and is a graduate of Evangel University with a B.A. in Communication Studies.

Jeff Russo - TCI.jpg

Jeffrey Russo, Vice President & Sales Manager | Tank Components Industries

   Jeff started his career in the metals industry over 23 years ago with Haynes International, a nickel alloy mill based in Indiana. After serving in many roles, Jeff left his position as the Director of Sales for the Central US and Europe, and joined the team at Tank Components Industries. Jeff serves as the Vice President and Sales Manager at TCI.

   TCI, located in Springfield, focuses on supporting the vessel manufacturing industry by building mutually beneficial partnerships and providing superior tank components.

   Jeff is a graduate of Marshall University and a big fan of the Thundering Herd.

Brittni Walters_Headshot.jpeg

Brittni Walters, Sr. Content Strategist | Cambridge Air Solutions

Brittni Walters serves as the new Senior Marketing Content Strategist for Cambridge Air Solutions, a purpose-filled HVAC manufacturer in Chesterfield, MO driven to enrich the quality of every life they touch. While brand new to the Cambridge Marketing Team, Brittni has Manufacturer Marketing experience from her previous role as Marketing Manager for Golding, formerly known as Arcobasso. Before that, she was the Marketing Manager for Bon Appetit Management Company. Originally from Overland Park, Kansas, she attended High School at Blue Valley North and continued on to receive her BS in Mass Communications at Kansas State University.

DougEisenhart2.jpg

Doug Eisenhart, President | Cambridge Air Solutions

Doug serves as the President of Cambridge Air Solutions, a 2nd generation family owned HVAC manufacturer with plants in Chesterfield, MO  and Wentzville, MO.   Cambridge Air Solutions is a purpose driven organization that exists to enrich the quality of every life they touch. Doug started at Cambridge in 2014, leading the Sales Management group leading an exceptional 3rd party North American Rep network.   He subsequently expanded his role to include Marketing and Customer Service Teams, and joining the Executive Leadership team.   In 2021, Doug was named President of Cambridge Air Solutions.  Previously, Doug served as Vice President of Sales for Pro Food Systems, Inc. and Acosta Sales & Marketing and as a Regional Sales Manager for Dot Foods, Inc., the largest redistributor in the world. Doug earned his BSBA at the University of Missouri-Columbia.   He supports the great state of  Missouri  and it’s economy with his wife Michelle and their four children.

B2B

3:00 PM - 4:00 PM

Growing B2B Sales through E-Commerce

Business-to-business (B2B) sales make up a large portion of revenue for the majority of manufacturers.  Yet, even with the digital transformation we've seen in the past decade, many manufacturers miss out on an opportunity to grow B2B sales through eCommerce.  Customers already search for product information on your company's website, so why not allow them to purchase that product at the same time on a user-friendly, eCommerce platform?

In this session, our speakers will explore this eCommerce opportunity and share:

  • National trends and strategies being implemented by manufacturers in the eCommerce space

  • B2B eCommerce playbooks for realizing B2B revenue growth, and

  • Specific examples of what other manufacturers are doing to find success

Kurt Theobald - Classy Llama

Kurt Theobald, Co-Founder & CEO | Classy Llama

   Since 2007, Kurt Theobald has been the CEO and Cofounder of Classy Llama, a digital commerce agency in Springfield, Missouri.  With a passion for developing a community culture of excellence, Theobald and the partners and leaders of the agency have navigated the challenges of growth to become an established partner in the Adobe ecosystem serving a broad range of SMB and mid-market merchants, especially in the B2B automotive, outdoor, parts, customizable products, and manufacturing verticals.

   Theobald lives in Republic, Missouri with his wife, mother-in-law, and five children. Classy Llama is a full-service eCommerce agency of a different breed. Their passion is to help merchants leverage technology to sustainably grow and build their business. Classy Llama serves their clients through eCommerce consulting, marketing, design, development, and support.

Tyler Granlund - Outdoor Cap company

Tyler Granlund, IT Product Manager | Outdoor Cap Company

   Having worked in technology for the past 13 years, the Chicagoland native Tyler Granlund has a passion for design, creativity, and technology. That passion led him to work for Apple early in his career where he focused on the psychology behind human interaction and technology. After leading the South Chicago market technology training program for nearly 5 years, he pivoted his career to join the performance-based music education company, School of Rock.

   Being part of a small, but growing, franchise company, Tyler was able to refine and grow his technology skillset in multiple areas. After 7 years, and seeing the company footprint grow to 14 countries, the tenacity and drive behind the entrepreneurial mindset of franchisees across the world helped him realize his true purpose personally and professionally. He and his family moved to Bentonville, AR to be part of the thriving community and pursue a role in product management.

   Tyler is currently the IT Product Manager at Bentonville based Outdoor Cap Company where he manages the digital experience for customer facing applications, including their website.  Outdoor Cap, one of the world’s largest providers of headwear, is a business-to-business wholesale trade company that sells and distributes headwear in the United States.

Podcasting

Day 2 - Wednesday, Feb. 8th

9:00 AM - 10:00 AM

Podcasting - Rebranding Industrial Marketing

Description coming soon!

PeytonW_Headshot_Square_600x600.png

Peyton Warren, Thinker & Strategist | Gorilla 76

   Peyton thrives in community-building. After serving as a client success executive, she shifted into strategy in early 2022. In addition to helping clients stay ahead of competitors, she’s also a host on Industrial Marketing Live.

   Her holistic approach to marketing is informed by her diverse background. From grassroots campaigns and hyper-growth startups to international nonprofits and distribution networks, she’s seen how focus and strategic use of resources can build brands and drive results.

   Prior to joining Gorilla, Peyton worked with Apptegy, a fast-growing EdTech startup, sourcing talent and teaching school districts how to distribute messaging and build their brands. And in 2016, she campaigned for Senator Bernie Sanders, wrangling press from coast-to-coast. She later continued this work with Next Gen Climate, where she earned media in the crowded swing state media market.

   She’s also applied her marketing skills to passions beyond work. As an active CSA-member, she managed the largest multi-farm program in the Midsouth. On the weekends, you’ll find Peyton exploring her local farmer’s markets, cappuccino in hand, with her husband Jon and their rescue pups, Zulu and Charlie.

   Peyton graduated at the top of her class from the University of Central Arkansas with a BA in Journalism and double minor in Spanish and interdisciplinary studies.

JamesB_Headshot_Square_600x600.png

James Boeckmann, Thinker & Content Director | Gorilla 76

   James is the content director at Gorilla 76, an industrial marketing agency in St. Louis, MO. 

   He’s a writer who enjoys the creative process as a means of learning and problem solving. He likes talking with people to engage with what matters in a story. He previously reported on the St. Louis food and beverage industries for Sauce Magazine. Today, he produces a podcast for a Missouri-based dairy trader and hosts a podcast about B2B marketing with some friends. 

   He loves to cook and writes fiction and music in his free time. If you can’t find him at home, he’s probably with friends at a nearby lake, river or park. He grew up in St. Louis and holds degrees in philosophy (B.A.) and English, creative writing (B.A.) from the University of Missouri.

Showing Value

10:30 AM - 11:30 AM

Showing Value: The Hows, Whys, and Limitations of Measuring Marketing Efforts

Whether budgets are measured in the thousands or millions, organizations sometimes mistake marketing as a cost instead of an investment. It is the job of marketing leaders to demonstrate the value marketing is bringing to their organizations. In this session, we will discuss how to set key performance indicators (KPIs) that are valuable to an organization, how to measure those KPIs, and setting expectations around the limitations of measuring marketing efforts. Marketers should leave this presentation feeling confident about how to demonstrate the return on marketing investments and set appropriate expectations with their organizational leadership.

Headshots Small_Sarah Nennenger copy.jpg

Sarah Nenninger, Director of Engagement | Mostly Serious

   Sarah Nenninger is the Director of Engagement at Mostly Serious, a full-service digital agency located in Springfield, MO. In her work at Mostly Serious, Sarah works with clients to create measurable, impactful marketing strategies across manufacturing and other industries. Prior to joining Mostly Serious, Sarah honed her skills in regional and national marketing agencies and as an in-house marketing leader in higher education and emergency management technology organizations. She is a proud two-time graduate of Missouri State University with an undergraduate degree in Marketing and an MBA. 

bottom of page