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

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.

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.