In this episode, host Lawrence Chapman interviews Ashleigh Boyce, Marketing Manager at igus UK, about how manufacturers to take more risks and push boundaries with their marketing.

Ashleigh is the Marketing Manager at igus UK, a manufacturer and distributor of technical products made of high-performance plastics.

They discuss the importance of digital marketing, optimising traditional tactics like trade shows and email, and striking the right balance between innovation and tried-and-tested methods.

Key discussion points include:

Why it's important for manufacturers to step outside their comfort zone with marketing
Overcoming obstacles to executing more effective marketing strategies
Innovating within established marketing channels like trade shows and email
Striking the right balance between innovation and traditional marketing
Tracking the performance of innovative efforts through data and analytics
Aligning marketing strategies with audience expectations
The role of brand and storytelling in B2B marketing
Getting stakeholder buy-in to build a culture of innovation