Creating Trust and Visibility for Manufacturers

“OT isn’t a subdomain of IT; it’s an ecosystem of its own.” And when you treat it that way with intention, collaboration, and clarity; security becomes a business enabler, not a constraint. 📖 STORY: From Close Call to Stronger Together A leading food and beverage manufacturer in the Middle East had a goal: Unify visibility across their enterprise from corporate to factory floor. The intent was right. The urgency was clear. But the approach? It needed a tweak. When an IT security control briefly disrupted a packaging line, the message was clear: What works for laptops and endpoints doesn’t always work for conveyor belts and PLCs. That’s when we joined the conversation; not to block, but to build better. 🛠 WHAT WE DID TOGETHER We worked alongside both IT and OT teams to: ✅ Run passive discovery across the control network, no disruption, no scanning ✅ Deploy protocol-aware monitoring tools like Nozomi and Darktrace OT ✅ Build segmentation aligned to process zones, not just subnets ✅ Align controls to IEC 62443, NCA OTCC-1, and NIST CSF ✅ Create response playbooks designed around safety, not just alerts This wasn’t just about fixing a gap. It was about designing security that understands the business it protects. 💡 INSIGHT: OT Security Isn’t “More IT”. It’s Built for Process, Safety, and Uptime Uptime is a business value. So is safe recovery. And when security teams understand the rhythm of production, they add clarity not friction. 🔄 MINDSET SHIFT ❌ “Let’s just extend IT tools into OT.” ✅ “Let’s build resilience around the people, systems, and processes that keep operations alive.” OT isn’t just data. It’s flow. Pressure. Timing. And when secured with purpose, it becomes a source of confidence across the business. ✅ TAKEAWAYS 🔸 Partner early build security that respects operational realities 🔸 Prioritize visibility before control 🔸 Focus on process continuity, not just threat detection 🔸 Design OT resilience from the inside out 📩 CTA: Want to move from fragile controls to functional confidence? DM me for the OT Resilience Readiness Kit used by engineering and security teams across food, energy, and critical infrastructure to build the trust, safety, and uptime their operations depend on. 👇 What’s one way your security team has supported not stalled an OT initiative? #CyberLeadership #OTSecurity #Microminder #ICSResilience #IndustrialCyber #NCACompliance #IEC62443 #SecureOperations #EnableTheYes #OperationalClarity #CriticalInfrastructure #CyberStrategy

“Our first trade show didn’t have fancy lights or viral buzz—just honest conversations that changed everything.” Sometimes, all it takes is one face-to-face moment to start a brand story. Products need to be touched, smelled, applied. But more than that—brands need to be experienced. That’s why we believe in-person industry events are more than just exhibitions. They’re ecosystems of trust, visibility, and relationship-building. I still remember our very first trade show. We walked in with big dreams, a modest stall, and no idea what to expect. But within hours, salon owners were stopping by—curious, honest, and hungry for better solutions. They tried our products, gave raw feedback, and shared challenges we’d never hear through a screen. That day changed how I understood marketing: - You don’t build brands with campaigns. - You build them through conversations. Why We Prioritize In-Person Events: → Real-time feedback = real impact Nothing beats face-to-face dialogue for product clarity. Some of our best product decisions came from those unfiltered exchanges. → Presence beats impressions When someone feels your product, sees your demo, and connects with your purpose— you become memorable in a way digital can’t replicate. → Trust moves faster offline Many of our strongest partnerships didn’t begin with strategy decks. They started with 5-minute conversations at a booth. This year, we’re showing up with more than just new products. We’re showing up with perspective. To meet professionals who care not just about trends—but about transformation. Because at Richelon, we’re not just growing a brand. We’re growing with the industry. #BrandBuilding #BeautyIndustry #InPersonMarketing #TrustMatters

Every company has a silent sales team. And it is bigger than you think. It is not just the official sales reps. It is every employee with a LinkedIn profile. Every person at a conference. Every hand you shake in the industry. Whether they mean to or not, they're representing your brand. The problem? → Most are invisible online. → Their profiles are outdated. → They post nothing. They share nothing. In old-school industries like building materials, manufacturing, & distribution, this invisibility costs you sales and trust-building opportunities. Buyers check people before they check companies. If they cannot find or trust your team... You lose before the first call. The fix is simple: ✔️ Help your people update their profiles. ✔️ Teach them how to share valuable content. ✔️ Encourage them to share their own insights & stories. When the silent sales team speaks up, you multiply your visibility overnight. In 2025, the most visible team will win. P.S. In your industry, is your team speaking up online or are they still part of the silent majority?

Your marketing team needs to PRIME THE MARKET for sales. Here’s what I mean... If your ideal customers are seeing you regularly – through the content you publish, the events you host, the insights you share – you’re not just building awareness. You’re building trust. Then, when a trigger moment happens, like... 👉 they begin developing a new product 👉 it's time to expand their facility 👉 their current provider drops the ball 👉 (or whatever your customer's triggers are) ... you’re already on their radar. They know who you are. They’ve heard your perspective. They believe you’re an expert. That’s when sales conversations start to look totally different. You’re not starting from scratch, rattling off credentials and convincing them you’re a fit. You’re picking up a conversation with someone who already trusts you. I see it all the time in our business at Gorilla 76. After 270+ straight weeks of hosting The Manufacturing Executive Podcast, our team running bi-monthly live events (Industrial Marketing Collective Live) for four years, co-hosting The Industrial Marketing Summit and publishing insights across channels, we’ve had countless prospects say: “We’ve been following you for a while. You’re the only agency we’re talking to.” That’s not luck. That’s the compounding effect of showing up consistently in front of the right people. And here’s the thing: it doesn’t have to be a podcast or big events. It just has to be your version of consistently demonstrating expertise in front of the right audience. #industrialmarketing #manufacturing #b2bmarketing

Nobody buys your features. They buy their future. In complex B2B industries, it’s easy to fall into a “feature-first” trap. But no one buys because of: → Feature sets → Technical specs → Fancy terminology → Long lists of capabilities Buyers don’t want to 𝘶𝘯𝘥𝘦𝘳𝘴𝘵𝘢𝘯𝘥 your product. They want to 𝘣𝘦𝘭𝘪𝘦𝘷𝘦 in it. What they’re 𝘳𝘦𝘢𝘭𝘭𝘺 looking for is: → Confidence in the outcome → Confidence in your process → Confidence that they won’t regret the decision → Confidence that you’ve solved this before—for companies like theirs So how do you build that confidence? 𝗦𝗵𝗼𝘄 𝗿𝗲𝗮𝗹-𝘄𝗼𝗿𝗹𝗱 𝗽𝗿𝗼𝗼𝗳 Case studies, testimonials, and measurable results win trust faster than old claims. 𝗦𝗽𝗲𝗮𝗸 𝘁𝗵𝗲𝗶𝗿 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 Use the words they use. Industry-specific language builds credibility instantly. 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗰𝗼𝗺𝗽𝗹𝗲𝘅 𝘀𝗶𝗺𝗽𝗹𝗲 If you can’t explain it clearly, they won’t believe you can solve it. 𝗟𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗲𝗺𝗽𝗮𝘁𝗵𝘆, 𝗻𝗼𝘁 𝗲𝗴𝗼 Meet prospects where they are. Their fear of making the wrong decision is real. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀, 𝗻𝗼𝘁 𝗶𝗻𝗽𝘂𝘁𝘀 No one cares how the sausage is made—just that it’s delicious, consistent, and delivers ROI. 𝗣𝗮𝗶𝗻𝘁 𝗮 𝗰𝗹𝗲𝗮𝗿 𝗯𝗲𝗳𝗼𝗿𝗲-𝗮𝗻𝗱-𝗮𝗳𝘁𝗲𝗿 Make the transformation obvious. Show them what life after working with you looks like. 𝗔𝗻𝘀𝘄𝗲𝗿 𝘁𝗵𝗲 𝘂𝗻𝘀𝗽𝗼𝗸𝗲𝗻 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀 Don’t wait for them to ask. Preemptively clear the doubt. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳 𝗮𝘀 𝗮 𝗴𝘂𝗶𝗱𝗲, 𝗻𝗼𝘁 𝗮 𝗵𝗲𝗿𝗼 It’s their journey—you’re just the one helping them reach the destination faster and smarter. 𝗗𝗲𝘀𝗶𝗴𝗻 𝗲𝘃𝗲𝗿𝘆 𝘁𝗼𝘂𝗰𝗵𝗽𝗼𝗶𝗻𝘁 𝘄𝗶𝘁𝗵 𝗶𝗻𝘁𝗲𝗻𝘁 From your homepage to your sales emails, every detail should reinforce “you’re in good hands.” Remember: Your product’s strength isn’t in what it 𝘩𝘢𝘴— It’s in what it 𝘥𝘰𝘦𝘴 for people who need it most. Start there. Stay there. And you’ll win more trust—and more deals. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone to help them build trust with their clients.

The Great Social Media Panic! Picture this… A manufacturer at a trade show, arms crossed, shaking his head at the young bucks filming a live LinkedIn video. “That’s not real marketing,” he scoffs. “Real marketing is having a booth at this show and hoping people walk by.” Meanwhile, the guy he’s judging just made a 30-second YouTube Reel that will get 100,000 views by tomorrow. The trade show? Over in three days. The video? Selling for the next three years. Here’s what’s really happening: 🔹 They don’t want to be on camera. (Meanwhile, customers want to see the people behind the brand.) 🔹 They don’t understand the platforms. (But they still think trade show flyers work in 2025.) 🔹 They assume their customers aren’t online. (Despite 82% of B2B buyers researching online before engaging a supplier.) While traditional manufacturers are still debating whether LinkedIn is worth it, new shops are leveraging social media to scale like crazy. 🚀 Newer manufacturers post a shop tour on Instagram and get 500,000 views. 🚀 They share a machining demo on LinkedIn and get direct messages from 10 potential customers. 🚀 They create YouTube content and become THE authority in their industry. 💡 Question: When was the last time someone called you saying, “I saw your trade show booth six months ago and now I want to buy”? 💡 Answer: Never. Here’s what’s happening to companies that refuse to embrace digital marketing: 🔹 They’re losing visibility. (If you’re not online, you don’t exist to modern buyers.) 🔹 They’re losing leads. (Your competitors are generating leads online while you’re waiting for callbacks.) 🔹 They’re losing relevance. (If your only marketing strategy is “word-of-mouth,” what happens when the old customers retire?) And worst of all… 🔹 They’re watching their competitors pass them by. Look, I get it. Change is hard. But fear isn’t a business strategy. The good news? It’s never been easier to market a manufacturing business. ✅ Step 1: Just Start. Post shop photos, customer testimonials, or process videos. ✅ Step 2: Let People See You. Get over the fear of video—buyers trust people, not logos. ✅ Step 3: Post Consistently. Once a week is fine. Just be there. ✅ Step 4: Engage. Respond to comments. Start conversations. Be a human, not a robot. ✅ Step 5: Track Results. Unlike trade shows, digital marketing lets you see what’s working and what’s not. The world has changed. Trade shows alone won’t save you. Flyers won’t save you. Cold calls won’t save you. What will? A real digital presence that keeps your shop visible, respected, and growing. So, the question is: Are you going to evolve, or will you be the next Blockbuster of manufacturing? 🚀 Your competitors are already online. Are you?

Channel ConTension Part III (for #Manufacturers): Product Content Isn’t Just Yours Anymore In a digital-first world, distributors have no choice but to differentiate. If every seller uses the same product descriptions, images, and specs, customers default to price and stock availability—turning your product into a commodity. That’s why distributors have a strong incentive to customize content—just like great offline sales reps customized their pitch to win deals. 🔹 Manufacturers who fight this lose. 🔹 Manufacturers who enable it win. The best manufacturers aren’t resisting distributor-led content creation. They’re building structured, scalable collaboration models to ensure differentiation happens without compromising accuracy. Here’s what that looks like: ✅ Rethink content as a foundation, not a finished product. Instead of tightly controlling every aspect, manufacturers must become the single source of truth for specs, performance data, and compliance while allowing distributors to shape messaging. ✅ Support structured content collaboration. Instead of an ad-hoc process (or no process at all), manufacturers need a scalable model—guidelines, approval workflows, and tech-enabled QA to balance consistency with customization. ✅ Develop new content-enablement tools. Future-ready manufacturers won’t just provide PDFs and spreadsheets. They’ll create platforms and APIs that give distributors trusted, structured data to fuel their own unique experiences. ✅ Leverage AI to scale. Imagine a manufacturer-specific LLM trained on engineering, application, and regulatory data, available via API. Distributors could tap into this for real-time chat-based product guidance, compatibility checks, or region-specific compliance info. Product content strategy is evolving. Manufacturers who become the enablers of differentiated, trusted, and scalable content won’t just control their brand—they’ll shape the entire buying experience. Are you adapting to this shift, or are you still treating product content like a PDF catalog? #b2becommerce #digitaltransformation #productcontent

Why process transparency builds long-term trust Customers don’t want to be surprised. They don’t want to guess what’s happening with their parts, or chase someone for updates. What they really want is a supplier who’s in control and that starts with transparency. You don’t need fancy dashboards or real time customer portals. Most of the time, it’s just about being clear and consistent. Here’s what that looks like in real production: 1. Startup reports that match the last approved run 2. Clear communication if a change is needed mid-run 3. A quick update if something unusual shows up even if it’s resolved 4. Sharing cavity pressure or part weight data if the customer asks Transparency doesn’t mean opening the door to every machine parameter. It means being proactive when something changes. It shows that you’re managing the process, not reacting to it. It also helps in pricing discussions. If the customer sees you’ve got a stable process with clear reporting, they’re less likely to push back because they trust what they’re getting. Are you logging enough data to explain what happened last run? Do your techs know how to communicate a deviation when something shifts? Would your customer describe you as consistent, or reactive? Trust gets built in the calm moments not when things go wrong. But transparency is what keeps that trust intact when they do. #CustomerTrust #ProcessStability #InjectionMolding

🚀 Unlock 100% Supplier Visibility: A Playbook for Enterprises! 🤝 A major retailer is considering end-to-end visibility from supplier to doorstep. It's not magic, it's strategy. Imagine "Eagle Eye Retail" rolling out a program to its vast supplier base. Here's how to ensure total adoption, based on what Roambee has seen work: The "Do's" for Success: ✅ Define the "Why": Show clear benefits for both you and your suppliers (e.g., faster payments, better forecasts). ✅ Educate & Collaborate: Foster partnership, not mandates. Offer workshops, support. ✅ Flexible Tech & Easy Integration: HUGE. Provide options from simple mobile apps/web portals (requiring no special hardware/software for small suppliers) to APIs. Meet them where they are.  ✅ Streamline Data & No Process Change: Request only essential data. Integrate with their existing workflows, don't force new ones. Less disruption = higher adoption. ✅ Robust Onboarding & Support: Dedicated resources, clear docs, responsive help. ✅ Phased Rollout & Smart Incentives: Pilot first. Offer expedited payments, preferred status. ✅ Transparent Data Usage: Build trust. Explain how data helps mutual optimization, not just monitoring. The "Don'ts" to Avoid: ❌ One-Size-Fits-All Mandates: Especially for tech/hardware. Resentment guaranteed. ❌ Unclear Communication on Data: Ambiguity breeds distrust. ❌ Overly Complex/Costly Requirements: High barriers kill adoption. ❌ Insufficient Support: Don't leave suppliers hanging. ❌ Ignoring Feedback: Adapt based on their experience. ❌ Penalty-First Approach: Carrots work better than sticks. The Roambee Takeaway: Successful visibility programs are built on trust and mutual benefit. Offer flexible, easy-to-integrate solutions that don't burden suppliers, and you'll transform your supply chain into a transparent, efficient machine. What's your biggest visibility challenge? Let's discuss! 👇 #SupplyChainVisibility #SupplierCollaboration #RealTimeData #SupplyChainManagement #Innovation #Logistics #BusinessTransformation #ThoughtLeadership

40% of POs in manufacturing are changed, after being raised in their ERP. This climbs up to 60% (or higher) in times of disruption. Expecting procurement teams to stay on top of these order changes manually - when handling 100s of suppliers with 1000s of line items - is impossible. You can't track things accurately using traditional methods like spreadsheets and emails. So how do you do it without letting anything fall through the cracks? → Investing in VISIBILITY & EFFECTIVE COMMUNICATION. Both internally and externally. Procurement teams need: → Good working relationships with internal teams to understand impact to business and make faster decisions. → Open communication with strategic suppliers to catch changes early so your team isn’t lying idle. → Better tools and capabilities that do the mundane, repetitive work for you, to help stay on top of those PO changes, collaborate with suppliers and identify tasks that need urgent attention. We've entered a new era, where supply chain disruptions are the new norm. Manufacturers need to invest in more strategic tools and systems for procurement to be competitive.