Conference

Marketing & Sales

F088: When Made in America Stops Selling: How to Build a Stronger Job Shop Brand

  • Date

  • Time

  • Location

    N225-226

Presentations

When “Made in America” Stops Working

9:00 am – 9:45 am Intermediate

As U.S. manufacturers onshore production in response to tariffs, marketing has increasingly leaned on “Made in America” while avoiding the harder conversation around price. This session examines why patriotic positioning collapses at the pricing table and how marketing language often trains buyers to negotiate harder rather than understand value. Drawing from real manufacturing environments and go-to-market work, the talk shows how price pressure is created long before a quote is issued. Attendees will gain a practical framework for price-forward manufacturing marketing that aligns messaging with operational reality, strengthens credibility, and supports sales before negotiations begin.

Buzzwords Are Killing Industrial Marketing: Why “Innovative” Messaging Fails to Drive Demand

9:45 am – 10:30 am Intermediate

Industrial B2B marketing has become saturated with buzzwords: innovative, best-in-class, cutting-edge, turnkey that sound impressive internally but fail to influence buyers.
This session breaks down how generic language weakens paid media performance, attracts low-quality leads, and slows sales conversations. Drawing from real-world B2B advertising experience, this talk shows how vague messaging erodes trust and how solution-based, buyer-specific language improves clarity, conversion, and deal velocity.
Attendees will learn how to identify buzzword-heavy messaging, replace it with concrete value, and validate clarity using paid media as a real-time testing environment.

About the Speakers

  • Timothy Riethmiller

    North Star Marketing

    Biography

    Tim Riethmiller is Principal and Lead Marketing Strategist at North Star Marketing, where he helps manufacturers align pricing, positioning, and messaging with operational reality. A former Chief Commercial Officer, he brings a marketing lens shaped by go-to-market strategy, internal audits, and real-world manufacturing environments. His work focuses on replacing slogans with clarity and helping marketing carry its weight at the pricing table.

    More Details about Timothy

  • Rory Kalac

    Protocol80

    Biography

    Rory Kalac is the Director of Paid Media at Protocol80, where she works with industrial and manufacturing teams to improve how value is communicated and validated through paid media. She helps sales, marketing, and subject matter experts align around buyer truth, replacing vague messaging with clarity that improves lead quality, shortens sales cycles, and makes paid media a real-time proving ground for what actually drives demand.

    More Details about Rory

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