MT Magazine July/August 2025

MARKETING 411: WHAT YOU NEED TO KNOW CONSIDER THIS A MARKETING 101 INTRODUCTION AND A MASTERCLASS — ROLLED INTO ONE. by Gary Vasilash | 12

SCOUTING AHEAD: A LESSON FROM BADEN-POWELL by Douglas K. Woods | 01

6 STEPS TO BUILD A SUCCESSFUL MARKET SEGMENTATION STRATEGY by Kristin Bartschi | 27

PIECE BY PIECE: HOW DATA REFLECTS THE LARGER MARKET by Christopher Chidzik | 36

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JULY/AUGUST 2025 THE SALES & MARKETING ISSUE VOLUME 4 | ISSUE 4

A VIEW FROM THE WOODS

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Scouting Ahead: A Lesson From Baden-Powell

shop down the street had to shut down. He would be ready to buy some of their equipment or hire some of their staff. You never know when conditions will go south – only that they will. So, you want to be prepared to turn a bad situation into a good one – or at least keep things from becoming terminal. When I ran a manufacturing company, I kept lists of actions to deploy if things went bad. I involved my management team in developing these lists, which gave me their input and prepared them to act if needed. One of the lists tracked the company’s expenses. I knew the minimum margins we needed to hit to keep the lights on. I had to be aware of that because if orders suffered and our margins fell below that number, I would have issues with the bank. A quick note on that: Talking with the bank on a regular basis is important – in good times and bad – so that they’re familiar with you and will be more likely to help when things go bad. The same goes for your suppliers. You want to establish good relationships with them. Yes, you are the customer, but if you’re a customer who treats suppliers as you want to be treated, they’ll more likely be on your side when you need their help. Back to my list: By tracking my expenses, I knew which items were expendable – and in which order they could be cut – to preserve the business, even in a reduced manner. I also kept a list of employees ranked from the best to, well, the not-quite-as-good. That way, if necessary, I could make the hard decision of who was essential to the business and who wasn’t. When things have gone off-kilter, it isn’t easy to talk to a banker about being in arrears, to a supplier about leniency, or, especially, to good people about letting them go. Making hard choices is always more difficult when you are on the edge, which is why preplanning is more valuable. With a plan in hand, the bad doesn’t become good, but it will certainly be better than if you hadn’t planned. Which brings me back to Baden-Powell. He said being prepared means “having thought out beforehand any accident or situation that might occur, so that you know the right thing to do at the right moment, and are willing to do it.” Whether that means being stuck in an airport when all the shops are closed, stranded along the trail in the Grand Canyon between facilities, or facing tariffs on parts or materials, planning and being prepared make a huge difference in the outcome.

Although his official titles are a bit of a mouthful, Lieutenant-General Robert Stephenson Smyth Baden-Powell, 1st Baron Baden-Powell, OM, GCMG, GCVO, KCB, DL, coined a phrase in 1907 that succinctly cuts to the heart of a point important to all of us, both personally and professionally: Be

prepared. Published in 1908, Baden-Powell’s Scouting for Boys handbook punctuated the rise of the Scout Movement, which Baden-Powell founded the previous year. While you might think Scouting is for young people, I make it part of my life.* For instance, I travel a lot for AMT. Naturally, unexpected things can happen on the road. So, to be prepared, I carry a couple of Ziploc bags in my backpack. One includes a variety of nonperishable things to eat, like peanuts, pretzels, and energy bars. You never know when you’ll be stuck somewhere without food access. The other bag carries an assortment of medical supplies, like Benadryl, Tylenol, and Tums. If I don’t need them, great; but if I do, I’m prepared. One of my personal pursuits is running. I recently completed the Grand Canyon Rim-to-Rim-to-Rim trail run. Not only did that require extensive physical preparation beforehand, but before setting foot in Arizona, I planned the equipment I would need and the shoes I would wear. I made sure I knew the food and water situation along the way and the location of the park ranger stations. I studied the map to note where it would be best to go forward or turn back in emergencies. A week before the run, I learned that a key bridge I planned to cross was closed. This threw me – and my careful preparation – for a loop. I had to rethink my route – an effect that rippled out to change my timing, water supply locations, and countless other factors. I could have easily let this overwhelm me; instead, I chose to turn a “bad” situation into an opportunity. Unexpected things are also part and parcel of business. During a hike, your well-being is at stake – but it’s only you; in business, the livelihood of dozens, hundreds, or even thousands of your staff depends on your decision-making. How you address situations that have gone awry matters. As I’ve mentioned in past columns, I learned a lot about running a manufacturing business from my grandfather. One such lesson was clear throughout his career: He exemplified the “be prepared” mindset. He knew, for example, that business went through cycles, highs and lows, so he managed cash very carefully. When times were good, he would save and establish a nest egg. Then, in bad times, if doing so provided an advantage, he could spend. Say the

Douglas K. Woods President AMT – The Association For Manufacturing Technology

* Admittedly, I am an Eagle Scout, but I think I’d follow that advice even if I weren’t.

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Editorial Team Cathy Ma VP, Audience & Content cma@AMTonline.org

Executive Team Douglas K. Woods President dwoods@AMTonline.org Travis Egan Chief Revenue Officer tegan@AMTonline.org Becky Stahl Chief Financial Officer bstahl@AMTonline.org Christopher Kasmark Chief Information Officer ckasmark@AMTonline.org

Technology Ryan Kelly VP, Technology rkelly@AMTonline.org Intelligence Kevin Bowers VP, Research kbowers@AMTonline.org Smartforce Catherine Ross Director, Community Engagement cross@AMTonline.org Advocacy Amber Thomas VP, Advocacy athomas@AMTonline.org International Ed Christopher VP, Global Services echristopher@AMTonline.org Sales Mike DiFranco VP, Sales mdifranco@AMTonline.org Membership Bill Herman VP, Membership bherman@AMTonline.org

Kristin Bartschi Director, Marketing & Communications kbartschi@AMTonline.org

Kathy Keyes Managing Editor, Content kwebster@AMTonline.org Dan Hong Writer/Editor dhong@AMTonline.org Jacob McCloskey Senior Graphic Designer jmccloskey@AMTonline.org

Tiffany Kim Graphic Designer tkim@AMTonline.org

Hailey Sarnecki Graphic Designer hsarnecki@AMTonline.org

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Mark Kennedy Senior Director, Exhibitor Services mkennedy@IMTS.com Allison Konczyk Senior Director, Exhibitions Operations akonczyk@IMTS.com

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Table of Contents

Click See what’s trending

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Manufacturing Matters Get details on the latest industry news

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CREATIVITY + GREAT DATA + INDUSTRY KNOWLEDGE = GREAT MARKETING

AMT Upcoming Events Important manufacturing technology dates and events to bookmark

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Marketing 411: What You Need To Know by Gary S. Vasilash

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TAGLINE IDEAS

The Big Picture 5 Steps to Growth: Use AMT Research Services To Achieve Your Objectives

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Need To Achieve the Impossible? Start Your Quest With IMTS 2026 by Michelle Edmonson

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Furnishing the Future

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by Bonnie Gurney

SPS Atlanta 2025 Offers a Gateway to Digital Transformation by Bonnie Gurney 6 Steps To Build a Successful Market Segmentation Strategy by Kristin Barstchi

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by Stephen LaMarca

Piece by Piece: How Data Reflects the Larger Market by Chris Chidzik

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COVER DESIGN Jacob McCloskey | Senior Graphic Designer

INFOGRAPHIC DESIGN 5 Steps to Growth: Use AMT Research Services To Achieve Your Objectives Hailey Sarnecki | Graphic Designer

MT Manufacturing Technology (ISSN # 2836-2896), July/August 2025, Issue 4, is published bi-monthly by AMT – The Association For Manufacturing Technology, 7901 Jones Branch Drive, Suite 900, McLean VA 22102. Periodicals Postage Paid at Merrifield, VA and at additional mailing offices. POSTMASTER: Send address changes to MT Manufacturing Technology at 7901 Jones Branch Drive, Suite 900, McLean VA 22102.

To manage your subscription, contact Elissa Davis at edavis@AMTonline.org.

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Click MT Magazine is more than just paper pulp and ink. Explore our content on AMTonline.org and engage with discussions on a wide array of topics affecting manufacturing technology now.

Keep Service Know-How Alive With AI-Driven Knowledge Transfer As service technicians retire, manufacturers risk losing critical knowledge. Explore how structured knowledge management and model-based, AI-powered tools can preserve that expertise. Sponsored by findIQ, this recent webinar featured Jeffrey Coppola, head of growth at findIQ (U.S.); Carsten Werheit, director of service development excellence at Elopak GmbH; and Kevin Bowers, AMT vice president of research. AMTonline.org/article/knowledge-transfer From Chaos to Clarity: How AI and Data Help Manufacturers Navigate Tariff Disruptions Backed by AMT’s recent tariff survey report, AMT sat down with Philip Carpenito, former chief procurement officer at L3Harris Commercial Avionics, and Aaron Lober, vice president of marketing at CADDi, to discuss responding to supply chain disruptions and using AI and structured data to drive proactive, resilient decision-making. IMTS.com/Chaos-to-Clarity The Architect: Quality at Speed Visit Hendrick Motorsports, one of the most advanced operations in motorsports, to learn how their approach to quality, performance, and innovation isn’t just about building faster race cars. It’s about applying the principles of modern manufacturing to environments where failure is not an option – and where every tenth of a second counts. IMTS.com/Quality-at-Speed AMT surveyed 59 member companies to assess the impact of tariffs, a top concern across the manufacturing technology industry. The Tariff Impacts on Manufacturing Technology: 2025 Q2 Spot Survey data revealed price increases, operational stress, strategic uncertainty, a need for sustained advocacy, and more. AMTonline.org/article/tariff-impacts-2025q2 Tariff Impacts on Manufacturing Tech Survey: 5 Critical Takeaways Major Win for US Manufacturers: One Big Beautiful Bill Signed Into Law Signed on July 4, 2025, the One Big Beautiful Bill Act aligns with AMT’s Manufacturing Mandate, reflecting months of advocacy work to revitalize the industrial sector and provide much-needed certainty for domestic manufacturers. The sweeping legislation delivers long-sought tax incentives and support for capital investment opportunities, innovation, and global competitiveness, especially for small and midsize businesses. AMTonline.org/article/OBBB

ATLANTA

SPS debuts in North America, showcasing the latest in automation, IIoT, robotics, and more. Connect with industry leaders and discover real-world solutions driving smart manufacturing forward. Scan for More Info The Premier Automation Technology Event is Coming to the U.S.!

September 16 - 18, 2025 Georgia World Congress Center Atlanta, Georgia USA

MANUFACTURING MATTERS

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Manufacturing Matters Check in for the highlights, headlines, and hijinks that matter to manufacturing. These lean news items keep you updated on the latest developments.

TECHNOLOGY

Your Marketing Is Only as Good as Your Tech What’s today’s most persuasive sales and marketing tool? The technology on your shop floor. Customers want proof – not promises. A connected, modern factory doesn’t just make parts; it builds trust. Real-time data, digital twins, automated processes, and predictive analytics communicate capability, reliability, and innovation better than any brochure ever could. Manufacturers often spotlight equipment on their websites – but showcasing the digital technologies driving speed and consistency can be just as powerful. The smartest manufacturers align marketing with operations, using digital maturity as a differentiator. If your tech can’t sell your value proposition, it might be time for an upgrade.

INTELLIGENCE

Precision Prospecting: How Data Drives Manufacturing Technology Sales In today’s competitive manufacturing technology market, data-driven decision-making is transforming sales and marketing. Companies are using purchase histories, service logs, monthly industry order data like AMT’s USMTO, and macroeconomic indicators to identify likely buyers. According to McKinsey, data-driven sales teams are 23% more likely to outperform peers in acquisition and profitability. Manufacturers and distributors can prioritize high-potential leads, improving efficiency, reducing waste, and shortening sales cycles. AMT Research Services helps members transform their own data into actionable insights and can assist in developing statistical models that estimate customer purchase likelihood. Through its research services, members also access targeted prospect lists, focusing on regions or industries where data trends suggest strong readiness for new equipment investment. With these tools, companies can sharpen their outreach, focus sales efforts, and compete more strategically in a data-driven marketplace.

SMARTFORCE

Bet on People: AMT’s 2025 Meetups Deliver Relationships, Sales Want to win in sales? Invest in relationships that scale your business, and that starts when you bet on people, not pitches. Join us at AMT’s 2025 Meetup Series, where we bring together real buyers, sellers, and decision-makers to spark conversations that go beyond the handshake. With diverse attendees from the AMT, Women in Manufacturing, and National Tooling & Machining Association communities, you will find new opportunities, fresh insights, and real leads that convert. Seven cities, hundreds of conversations, one mission: authentic connections that drive your bottom line. See the schedule at AMTonline.org/events/AMT-meetups. Introducing ‘The Inside Track’: AMT Committee Highlights Get the inside scoop on AMT’s six committees with “The Inside Track,” our new feature on AMT Online. Stay informed on recent news, upcoming projects, and opportunities to get involved. To learn more about AMT’s Automation in Manufacturing, Distribution, Economics & Statistics, Global, Show, and Technology Issues committees, visit AMTonline.org.

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ADVOCACY

Thriving in Today’s Market — Anywhere In today’s unpredictable global climate, many traditional business strategies no longer suffice. Globalization and regional trade blocs like the EU, USMC, ASEAN, and Mercosur now lack cohesion, requiring new approaches to sustain international relationships. So, what can you do to succeed? In the short term, reassure customers that you’re committed to navigating trade barriers, tariffs, and bilateral challenges together. Engage your sales channels to actively support and maintain strong client ties. In the long term, invest in optimizing trade operations, cutting costs, and maintaining your edge through quality, service, and technology. Embrace tools like foreign trade zones and consider localizing operations where practical. For expert guidance and international support, turn to AMT, whose global team – based in the Washington, D.C., metropolitan area and Tech Centers around the world – is dedicated to helping you access and thrive in foreign markets – in good times and difficult ones. Trump Administration Releases $1.7 Trillion Budget Proposal for FY2026 At the end of May, the Trump administration unveiled its $1.7 trillion discretionary budget request for fiscal year 2026, signaling significant shifts in federal spending priorities. The proposal includes a 13% boost in defense funding and a record-setting $175 billion investment in border security. In contrast, nondefense discretionary spending would be reduced by nearly 23%. The budget strongly emphasizes research and development, particularly at the National Laboratories, with targeted investments in emerging technologies such as fusion energy, quantum information science, and artificial intelligence. While the administration’s request serves as a blueprint, Congress must now draft and pass the final spending legislation. The House Appropriations Committee has already begun work on the 12 appropriations bills that must be approved before the new fiscal year begins Oct. 1. As lawmakers continue deliberations throughout the summer, August presents a critical window for advocacy. Contact your members of Congress and urge them to prioritize manufacturing as they shape the FY2026 budget. INTERNATIONAL

WHAT’S HAPPENING

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AMT Upcoming Events Learn more or register at AMTonline.org/events. Your datebook will thank you.

UP NEXT

AMT WEBINAR, PRESENTED BY FINDIQ 2025 AMT Summer Economic Update Webinar August 7, 2025 | Online Join the Summer Economic Webinar to hear how the current circumstances could affect orders for manufacturing technology in the remainder of the year.

INTELLIGENCE The 2025 MTForecast Conference October 15-17, 2025 | Schaumburg, Illinois MTForecast offers attendees the latest economic and global forecasts, manufacturing technology market insights, and information on new opportunities and challenges. Learn from renowned forecasters and industry experts about the pitfalls and opportunities shaping manufacturing technology over the next few years.

AMT MEMBER MEETUPS

AMT Member Meetups are regional gatherings of the AMT community. These free events bring together diverse perspectives from every corner of the supply chain to help manufacturing communities grow and innovate. Let’s meet:

Los Angeles, CA: August 20, 2025 St. Louis, MO: September 24, 2025 Stay tuned for the 2026 Member Meetup schedule.

SMART PRODUCTION SOLUTIONS SPS Atlanta September 16-18, 2025 | Atlanta, Georgia

THE DISTRIBUTION SUMMIT

D25 November 18-19, 2025 | Carmel, Indiana

SPS covers the entire spectrum of smart and digital automation – from simple sensors to intelligent solutions, from what is feasible today to the vision of a fully digitalized industrial world. AMT is partnering with SPS to bring the renowned global trade event to the United States.

Training. Tactics. Territories. Manufacturing technology distributors are invited to the only meeting in the United States programmed specifically to meet their needs and interests. Plug in to the most influential sales network in the nation.

IMTS IMTS 2026 September 14-19, 2026 | Chicago, Illinois

MANUFACTURING TECHNOLOGY SERIES

Located in key manufacturing hubs across the country, the MT Series brings four long-standing regional manufacturing events together under one umbrella. MT SERIES EAST: May 13-15, 2025 | West Springfield, MA MT SERIES WEST: October 7-9, 2025 | Anaheim, CA MT SERIES SOUTHEAST: October 21-23, 2025 | Greenville, SC MT SERIES SOUTHWEST: November 4-6, 2025 | Dallas, TX (EASTEC | WESTEC | SOUTHTEC | HOUSTEX)

The largest manufacturing trade show in the Western Hemisphere returns to Chicago! Find new equipment, software, and products to move your business forward, connect with industry experts and peers, and attend conference sessions to boost your industry knowledge.

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Marketing 411: What You Need To Know Consider this a Marketing 101 introduction and a masterclass — rolled into one. BY GARY S. VASILASH CONTRIBUTING DIRECTOR Among all the functions involved in keeping your business going (and, ideally, prospering) – operations, manufacturing, f i nance, administration, customer service and support, and so on – you probably pay the least attention to marketing. That is completely understandable. After all, those are either more tangible or immediate. But one of the key functions that keeps your business going (and, ideally, prospering) is creating awareness of your business and the greater value your company o f f ers – product or service – compared to the competitor across town or, more likely nowadays, across the ocean. And that function is marketing. Yes, your company undoubtedly has a vice president of sales and marketing. But odds are, you view that person more through the lens of sales than of marketing (the former is both critical and tangible, while the latter can seem, well, squishy).

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track from their operational standpoint, right? If they want to make an adjustment to a process, they have to first identify data that supports that decision, and second, measure the results of their new decision. “So, establishing KPIs [key performance indicators] for each marketing effort and implementing some way to track them and measure them and then making decisions based on that data is important.” – Milan Marketing = Business Goals The goal of marketing isn’t to have a website or a series of clever ads. It is to help drive forward business goals and objectives. marketing should be aligned with business goals. It should be driven by the audience and understanding who the company is and really designed to create a memorable impact that can be measured with numbers.” – Schell Solid Approach To develop a new product, you first determine whether anyone may be interested in buying it. Similarly, marketing needs to figure out the best way to help achieve business goals. “We use the RPIE model: research, planning, implementation, and evaluation. We always start with research to understand what the objective is that we are trying to achieve.” – Galbreath Money Matters If you invest in a new machine, the reason is to generate more revenue. If you invest in marketing, the objective should be the same. “My goal, at the end of the day, is to make people money, and that’s what our purpose is here. The best way and the fastest way for us to make people the most amount of return on their spend is to have involvement in the different facets of marketing. “Creating content is one thing, but getting eyeballs on it – that’s what marketing is. Anybody can create an article, graphic, or social post, but turning that piece of creative into something that generates revenue – that’s what marketing does.” – Milan One Approach: Three Cs There needs to be alignment throughout an organization in terms of what it does and what it will or won’t do to achieve those ends. This must be consistent, not ever-changing. And to help drive it home, it should be articulated in a clever way. Externally, it isn’t a whole lot different. “We focus on building communication plans that revolve around what I call the ‘three Cs’: clarity, consistency, and creativity. “I think a lot of companies fall short because they don’t know “It always has to start with strategy. So, our approach is very strategic. It’s insight-driven, and it’s really built for that long-term impact because “My approach to marketing is rooted in substance over flash. Marketing should be substantive, not performative or decorative.

But today, while relationships between sales teams and potential or current customers are important, they are not wholly sufficient. This is particularly due to the economic impacts buffeting the industry, labor issues (according to HR consulting firm Mercer, turnover of sales professionals is 8.3%, so someone leaving can make a huge difference), and changes in how customers expect to get information about the products they’re interested in (think Google). Your company and its products must be visible to customers and prospects, as well as to people who may want to work at your company because they like what they see. Assuming that they see it. Marketing matters. But let’s face it: When a company must reduce spending, marketing is often one of the first things to get cut. After all, it isn’t that important, right? Well, maybe not for the immediate future. However, if sales cycles last six to 18 months, at some point, cutting marketing will have deeper ramifications on revenues. To better understand marketing’s what, how, and why, we interviewed three long-time practitioners who serve our industry. They are: • Teresa Schell, president and owner, Vive LLC • Kyle Milan, CEO, chief revenue officer, and founder, Milan Media • Leslie Galbreath, CEO, DGS Marketing Engineers While their observations differ, their approaches show a certain consistency: Marketing is more of a science than an art, more substantive than simply stylish. Here’s what we gleaned that you may find useful for your understanding – and execution. Measurement Matters You likely have an operations dashboard that provides you with information regarding everything from inbound supplies to production operations to shipments. The data can show where things are working efficiently as well as bottlenecks and other opportunities for improvement. Similarly, tracking marketing performance is critical. “I strongly believe that data has to support every decision in marketing, whether it’s a positive one or a negative one. This is no different than what executives

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what to say about themselves. So, the ‘clarity’ part comes in having a message foundation that clearly identifies what your core competencies are; what are those things that you do every day that might take for granted but set you apart? “The ‘consistency’ is making certain that that message is delivered in all of the marketing channels on a consistent basis – your website says the same thing as your sales collateral, that says the same thing as your trade show booth. A lot of times, companies will have disconnected messaging – they put all of their energy into their website but don’t consistently have the same message for their sales tools or trade show booth. “And then the ‘creativity’: We live in a day where our eyes catch things that are attractive to us. And because things happen in short periods of time, having a creative messaging foundation helps with telling your audience in a short period of time what you do and how you stand apart from your competition.” – Schell

Research

Planning

How To Succeed While it might seem that there is simply a universally accepted recipe that can be executed in order to achieve success, that’s not the case: Similarities notwithstanding, baking a pie and baking a cake are each done in their own way.

“Success requires clear alignment on goals. It requires measurable objectives and an understanding that there’s no one-size-fits-all

Implementation

solution. We often get asked some version of ‘What will it take for us to be fill-in-the-blank?,’ whether it is market leader, increasing market share, or whatever is on the client’s mind. “And it’s not always the answer they want to hear, but there is no magic bullet. What works for one organization won’t necessarily work for another. “It comes back to having a research-based model and making sure that marketing is driven by strategy.” – Galbreath Don’t Jump It’s like the old saying: “If all you have is a hammer, everything looks like a nail.” Some firms are really good at creating websites. Some firms are really good at creating ads. And yet both are just creating tactics that may not coordinate with the business’s overall strategy.

Evaluation

“If someone jumps straight to saying, ‘You need social media’ or ‘You need paid ads’ without first

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going through the process of understanding the organization’s goals, challenges, and what the resources are, that’s a red flag. “Everything has to be grounded, researched, and strategized first; the tactics come after. “The tactics need to be designed as part of a strategy that then supports objectives.” – Galbreath Know What You’re Getting The point of marketing is not just creating awareness. It is about creating opportunities that can be turned into profitable sales. So, knowing whether those opportunities are paying off cannot be overlooked. “Whether it’s selling a machine or selling a service, you have to track where that opportunity came from and what was done to influence that person to find you. So, if it’s from searching, then what are your current rankings on the search engine? What optimization is being performed so that your specified strategic keywords show up? If it’s paid media, is your paid media strategy generating not just leads and conversions but actual deals in the pipeline? If it’s efforts on social media, are you getting more positive brand awareness from those efforts on social, or are you generating leads from it? And by ‘lead’ I mean actual bodies that are qualified. “If you exhibit at a trade show, are you measuring the results 12 months later? People will say, ‘We got 140 leads.’ That’s great in the moment, but how many of those resulted in deals? Usually, the response I get is, ‘Oh, our sales cycle is so long.’ OK, but that doesn’t mean you can’t track it. Even if your sales cycle is 12 months, you should be able to look back 12 months and say, ‘Where did that deal come from?’ “It’s a way to justify the marketing spend. You have to be able to track every single interaction back to some sort of source to justify why you’re spending money in those areas.” – Milan Consistent Although some people expect instant gratification, most things of value take time to achieve. You don’t just buy a pair of Nikes and then run a marathon. “Marketing isn’t just a creative exercise with a checklist. It’s a disciplined process that needs clear ownership and sustained effort to deliver real ROI. Some companies will get impatient because they’re looking for immediate gratification, but when done right, an effective marketing program will build trust over the right period of time.” – Schell Executive Function Executives who say “I’ve got people for that” and then relinquish responsibility may have an easy go of it – for a little while. There has to be commitment. This doesn’t mean execution. It does mean understanding. This is true whether it is achieving quality or getting value from marketing. “Marketing is an executive function. This doesn’t mean that a company president should be mired in the day-to-day execution of tactics. But they have to be invested in marketing as part of the value creation process.

And without a seat at the table, so to speak, marketing will always fall short of its potential. “To be effective, marketing professionals need direct access to the president and senior leadership

team. Otherwise, you will find yourself executing tactics in a vacuum, rather than

shaping strategy with the right inputs from the right people. “So, marketing is an executive function. It shouldn’t be relegated to something that’s kind of done over here on the side. It needs to be championed by leadership to really give it its opportunity to work for the organization.” – Galbreath Maintaining Flow While marketing can be iterative – as in repeatedly promoting a particular message – and sequential – a series of actions that follow one another – it also needs to be consistent. It is not “one and done.” And while financial pressures from everything from supply chain disruptions to tariffs may necessitate spending cuts, taking a quick axe to the marketing budget may not be the way to keep business going in the not-too-distant future. going to become dry. “Whenever I train industrial salespeople, I tell them the problems that they’re facing today with their pipeline are from their actions from 60 days ago or from six months ago, something they weren’t doing six months ago. And now they’re paying the price because their pipeline has dried up. To start that up again, they’ll need a three- to six-month runway. “Some companies think they can turn off marketing, and then when they want more revenue, they’ll turn it on again. “But not only is it going to take six months to build up, but maybe their competitors didn’t stop their programs, and they kept taking market share. “It may be the fastest area to cut, but I think what people need to realize is that cutting your entire marketing budget isn’t a smart move. “Being more strategic about how you execute it is the better play.” – Milan Your Marketing. Your Market. Manufacturers interested in improving their marketing tactics through better data on markets, market direction, and customer base are invited to contact AMT Research Services. While open to general manufacturing companies, AMT membership benefits include complimentary research requests. “Marketing is not a faucet that you turn on and turn off. It’s something that has to continuously flow at some level, otherwise your pipeline is

If you have any questions about this information, please contact Gary at vasilash@gmail.com.

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Need To Achieve the Impossible? Start Your Quest With IMTS 2026 BY MICHELLE EDMONSON VICE PRESIDENT, EXHIBITIONS

Achieve the Impossible at IMTS 2026 Greatness begins with a plan, and St. Francis of Assisi offers a simple one: “Start by doing what’s necessary; then

To celebrate these achievements and spark inspiration for the future, IMTS – The International Manufacturing Technology Show has chosen the theme “Achieve the Impossible” for its 2026 edition, taking place Sept. 14-19 at McCormick Place in Chicago. Stories of grit, genius, and grandeur are featured in the IMTS Community section of the IMTS website and on IMTS+. Above all, IMTS is a place to break out of your daily bubble and open your mind to great possibilities. Emerging technologies discussed at past shows – like AI and digital twins – are now widely accessible, proving how today’s impossible becomes tomorrow’s reality.

do what’s possible; and suddenly, you are doing the impossible.” This spirit defines the manufacturing technology community – people who regularly take on Herculean challenges like producing 251,995 precision parts in 81 days, leveraging metal additive manufacturing at production scale, or starting a job shop during a pandemic.

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Start With What’s Necessary A successful IMTS visit begins with a solid plan. With the show just over a year away, now is the time to prepare. Veteran attendees recommend the following strategies: • Target solutions for specific projects. • Assign team members to specific tasks and regroup daily. • Be a learn-it-all. Learn and listen to as many people as you can. • Use the Show Planner to schedule appointments, bookmark exhibitors, and organize collateral. • Ask about show specials. • Structure your time; be cognizant of walking time between locations. • Leave at least one unstructured day for unexpected discoveries; you don’t know what you don’t know, and you never know whom you will meet. • Actively network – answers often come from spontaneous conversations. • Seek intergenerational wisdom; if you’re 45 and want to find out what the next 20 years of your career could look like, talk to someone who is 65. • Treat the experience like a working vacation – join meetups, happy hours, and dinners. • Bring a large team – just one great solution can justify the trip.

Exhibitor Planning: Break Down the Impossible

For exhibitors, the scale of IMTS can seem daunting. To help, IMTS will host the Exhibitor Workshop on Jan. 27-29, 2026, at McCormick Place. The newly expanded three-day workshop includes tracks for marketing, operations, and executive leadership, a first-timers program, interactive sessions, roundtables, and expert-led discussions. Attendees gain insights from AMT staff, marketing professionals, and seasoned exhibitors eager to share their knowledge. Whether you’re attending or exhibiting, success at IMTS begins with taking that first step. Start planning today to achieve the impossible in 2026.

If you have any questions about this information, please contact Michelle at medmonson@IMTS.com.

START PLANNING TODAY

Jan. 27-29, 2026 | McCormick Place Convention Center

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Furnishing the Future BY BONNIE GURNEY

VICE PRESIDENT, STRATEGIC PARTNERSHIPS & INDUSTRY RELATIONS

Ditching Disposable Furniture, especially mass-marketed affordable furniture, is meant to be disposable. Lifespans for core pieces of furniture have gotten shorter as wood and luxury fabrics have made way for pressboard and other, cheaper alternatives. Adding to this environmental burden, most furniture is made in other countries and shipped long distances to be stored in warehouses while awaiting sale and distribution throughout the United States. Haddy is built on the premise that furniture can be selected, designed, printed, and delivered on demand using regional micro factories. “Furniture is going to be a trillion dollar industry, so we have to manage the amount of waste created by the industry,” explained Rogers.

Do you know where your furniture was made? Maybe it’s time to connect with the items that bring style and function to your space. That is the premise behind Haddy, an acronym

for heroic, agile, design, durable, and yours. Haddy is a furniture manufacturer committed to delivering elegant, functional, 3D printed furniture that meets the needs of American consumers while cutting down on waste. Haddy is featured in “Furnishing the Future,” the second episode of the new IMTS+ Original Series “Passion Project.” The series explores the connections between manufacturing technology and the personal passions of the creators and doers who make up our industry. Furniture plays an essential role in our lives – from working and dining to relaxing, gathering with loved ones, and collaborating with colleagues. While efforts exist to create more sustainable furnishings, the industry still faces major environmental challenges. Haddy is helping lead the way by moving furniture production closer to home and embracing circular practices that benefit both consumers and the planet. Haddy is the brainchild of John “Jay” Rogers, an entrepreneur with a background in the automotive industry and deep manufacturing roots. With the dual goals of simplifying and improving the furniture sector, Haddy is tapping into the capabilities of 3D printing while ensuring sustainability through upcycling.

Haddy is applying material science to improve sustainability. “Our materials can be broken into two families,” explains Rogers. “There is the regenerative biosphere, which includes anything that can be composted and can range from wood fibers to coffee, and the circular technosphere, including recycled water bottles and industrial plastics.”

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Inspiration On; Lights Out Rogers emphasized that their modernized furniture design and production process is fueled by technology but driven by human brilliance. While human experts design furniture and create the programs to print it, robots perform the repetitive, physical tasks. At their flagship location, Haddy uses eight 8-axis robotic arms to help build the 3D printed furniture. “We use people in design and logistics, but they are not actually making furniture,” Rogers explained. “We can do lights-out manufacturing. Our process for building furniture can be monitored from the couch, while the robots work all night.” Most of us have owned furniture that eventually ended up on the curb or in a dumpster – objects that once served us well but were not designed to last. Haddy offers a better way forward: furniture that’s made locally, designed for durability, and fully recyclable. It’s a vision for a more sustainable future, where thoughtful design meets environmental responsibility. That’s the kind of furniture the future deserves. Explore the entire “Passion Project” series on IMTS+. Episode 2, “Furnishing the Future,” reveals how Haddy combines circular production and 3D printing to create stylish, sustainable furniture while reducing waste. Also available on demand, Episode 1, “The Harmony of Art & Technology,” details the manufacturing partnership

Both organic and non-organic salvaged materials are transformed into pellets for additive manufacturing (AM), giving items that would be trash new life as functional furniture. Fun fact: A coffee shop could now have tables that smell like… coffee. In addition to addressing distribution and design, Haddy also builds circularity into all of the new products it creates. Furniture pieces include a radio frequency identification tag, so everything is fully traceable. When a consumer is ready for a new piece of furniture, they can return the old piece and recoup a share of the value. Haddy will then recycle the old furniture to make new pieces. The process, called “Haddy Inside,” has the potential to dramatically reduce waste in furniture production. Entering the Industry Haddy entered the massive furniture industry in 2022, starting with 3D printed tables and planters designed for a premium retailer. AM, it turns out, is the perfect application for building items like large, decorative planters. Common planter materials can be prohibitively heavy – think stone, concrete, or terra cotta. Plastic and fiberglass can be costly and lack strength.

that improved the intricate process of making world class guitars at C.F. Martin & Co. Episode 3, “Must Love Dogs (and 3D Printing),” releasing this summer, spotlights how DIVE uses 3D printing to create prosthetics for pets. For more exciting content, visit IMTS+.

Using AM, Haddy developed a series of 30 slightly different planters for a restaurant client. When put together, the 3D printed planters provided an aesthetically pleasing separation between the sidewalk and the dining area, resembling a wave topped with beautiful flowers. “We were able to make each planter different using 3D printing while ensuring they all were the same weight and size. This project would not have been possible with other materials,” concludes Rogers. Haddy’s process allows consumers to select furniture and have it printed near the point of use, eliminating the need for large warehouses or lengthy shipping times. By tracking products and ensuring circularity, Haddy also addresses the massive waste in the furniture industry. All products are made from recyclable materials. Hence, they can be repurposed as raw materials instead of being discarded at the end of their life cycle.

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SPS Atlanta 2025 Offers a Gateway to Digital Transformation BY BONNIE GURNEY

VICE PRESIDENT, STRATEGIC PARTNERSHIPS & INDUSTRY RELATIONS

In a time of rapid advancement in industrial automation, staying ahead requires more than keeping up – it demands stepping away from daily operations to explore what’s next.

industry. SPS Atlanta is a hub of innovation and inspiration, where attendees can explore manufacturing’s digital transformation through hands-on demos, expert panels, and technical sessions that bring smart factory strategies to life.”

That’s why SPS Atlanta 2025 is a must-attend for forward thinking manufacturers committed to staying competitive and driving transformation. Held Sept. 16-18 at the Georgia World Congress Center, SPS Atlanta 2025 is modeled after the world’s premier industrial automation trade show, the SPS – Smart Production Solutions show in Germany. This U.S. edition of SPS, brought to life through a partnership between Messe Frankfurt Inc. and AMT – The Association For Manufacturing Technology, focuses on the technologies that power the digital backbone of smart factories. SPS Atlanta offers a unique opportunity to experience the latest in industrial automation, from cutting-edge technologies available today to innovations that will transform the industry in the future. “SPS Atlanta centers on the control and connectivity layer of automation – the intelligence behind smart factories,” says Douglas K. Woods, president of AMT. “Bringing this event to the United States reinforces AMT’s commitment to equipping manufacturers with the tools to integrate digital technologies and physical operations to boost productivity and strengthen our industrial base.” SPS Atlanta exhibitors include industry leaders such as Siemens, Bosch Rexroth, Baumueller-Nuermont, Igus, OPC Foundation North America, CODESYS, and Weidmuller USA. Attendees will discover technologies spanning control systems, AI, cybersecurity, IPCs, electric drive systems and components, human-machine interface devices, industrial communication, software and IT/OT in manufacturing, interface technology, mechanical infrastructure, and sensor technology. “SPS Atlanta is an essential event for anyone in industrial automation,” says John D’Silva, U.S. GTM strategy and sales enablement – factory automation at Siemens Industry. “This show displays the latest and most advanced automation technologies shaping the future of American

“While other U.S. shows emphasize robotics and vertical segments like automotive, SPS Atlanta delivers horizontal automation innovation, making it relevant for manufacturers across all sectors,” says Caroline March-Long, a member of the SPS Advisory Committee and the senior director of marketing and market intelligence at Weidmuller USA. To help U.S. audiences understand the scope of the show, March-Long says that SPS Atlanta offers a unique opportunity to experience the latest in industrial automation, from cutting edge technologies available today to innovations that will transform the industry in the future. “The show’s focus on open architecture offers a vision of automation where data flows seamlessly and systems work together in vendor-neutral environments,” she says. With international pavilions from Germany and Italy and a strategic location in Atlanta, the show connects automation and digital solutions providers with the strong Southeast manufacturing base – as well as innovators from the Mid Atlantic, Northeast, and Midwest. Attendees will include system integrators, panel builders, engineers, technicians and maintenance teams, R&D leaders, chief information officers, chief technology officers, and operations executives. Move your automation ambition into action: Register for SPS Atlanta and book your hotel now. SPS Atlanta is the new U.S. edition of SPS in Germany, brought to life through a partnership between Messe Frankfurt and AMT.

If you have any questions about this information, please contact Bonnie at bgurney@AMTonline.org.

6 Steps To Build a Successful Market Segmentation Strategy Explore a six-step approach to developing a successful marketing segmentation strategy, particularly for in-house industrial marketers facing resource limitations. BY KRISTIN BARTSCHI DIRECTOR, MARKETING & COMMUNICATIONS At the heart of every successful marketing campaign lies one thing: a strong segmentation strategy. And at the heart of a strong segmentation strategy? The right questions. For example: Why does my customer want to buy new capital equipment this year? What opportunities are they looking to capitalize on? What pain points are they trying to avoid? How can I meet needs that they may not even be aware of? Answering such questions will help you understand your audience and power your segmentation strategy, allowing you to deploy your limited resources more effectively. Here are six steps to a successful segmentation strategy that you can use, regardless of your industry or business size. To illustrate these steps, let’s turn to the marketing strategy for IMTS – The International Manufacturing Technology Show, the largest trade show in the Western Hemisphere.

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