Episode 122
Why Authentic Stories Win Over Even the Most Technical Buyers
What Makes Customer Voices the Key to Stronger Manufacturing Brands
Join host Sannah Vinding for this special bonus episode with Jacob Baldwin, Director of Corporate Marketing at UNITED GRINDING North America. In this follow-up to episode 120, Jacob dives deeper into the unique challenges — and opportunities — of marketing in the manufacturing sector.
In this short but insight-packed conversation, you’ll hear:
- Why Manufacturing Marketing Is Different – Learn how long sales cycles, complex buying committees, and high-value capital equipment shape marketing strategies.
- The Power of Storytelling – Discover why telling customer stories from their perspective creates stronger emotional connections and lasting brand trust.
- UNITED GRINDING’s “Unstoppable Grit” Campaign – Hear how a clever, authentic storytelling framework elevated customer voices to a national platform.
- Mutual Benefits of Customer Stories – See how sharing success stories strengthens both the brand and the customer’s market presence.
If you want to make marketing more human, authentic, and impactful in a technical, B2B world, this episode will give you fresh ideas to put into action right away.
Don’t miss it — subscribe and listen wherever you get your podcasts!
“Authenticity taps into the emotion behind every major purchase decision, and that connection is what makes the story memorable.”
Key takeaways
Authenticity Builds Trust Faster Than Any Pitch
When customers tell their own success stories, the message carries more weight. Real experiences create emotional connections that make brands memorable.
Storytelling Creates a Competitive Edge
Framing your brand through the customer’s perspective transforms technical achievements into relatable, inspiring narratives that resonate with a wider audience.
Customer Stories Benefit Both Sides
Showcasing a client’s success not only strengthens your brand but also elevates your customer’s profile, creating a win–win partnership.
“When a customer tells the story in their own words, people remember it far more than any sales presentation.”
“The most powerful storytelling isn’t about your product — it’s about your customer’s journey and the challenges they’ve overcome.”
Show Notes
In this episode of the Leadership in Manufacturing podcast, host Sannah Vinding reconnects with Jacob Baldwin, Director of Corporate Marketing at UNITED GRINDING North America, for a focused follow-up to their earlier conversation in episode 120.
This time, the spotlight is on the unique challenges of marketing in manufacturing — from navigating long sales cycles and complex buying committees to creating authentic connections that resonate beyond product specs.
Jacob shares how UNITED GRINDING’s “Unstoppable Grit” campaign put customer stories front and center, elevating their successes to a national stage while strengthening brand trust. The discussion also explores how storytelling builds deeper emotional connections, why authenticity outperforms any scripted sales pitch, and how showcasing customer achievements benefits both the client and the brand.
In this episode, you’ll learn:
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What makes marketing in manufacturing distinct from other industries
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How to craft customer stories that connect on both emotional and technical levels
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Why authentic storytelling drives brand value and customer loyalty
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The mutual benefits of sharing customer success stories publicly
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How a creative storytelling framework can enhance your marketing impact
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This short, insight-rich conversation is perfect for anyone looking to make marketing more human, relatable, and effective in a technical B2B environment.
Like what you hear?
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Guest
Jacob Baldwin
Director of Corporate Marketing, UNITED GRINDING North America
Jacob Baldwin is a results-driven marketing leader with a proven track record of accelerating growth and innovation in global industrial and technology organizations. As Director of Corporate Marketing at UNITED GRINDING North America, he leads strategic marketing efforts for multiple European OEMs, supporting their expansion and driving business outcomes.
With deep expertise in digital transformation, branding, demand generation, and product launches, Jacob has successfully led cross-functional teams through high-impact initiatives. He is known for his data-driven mindset, creative problem-solving, and ability to build strong internal and external partnerships.
His contributions have earned industry recognition, including marketing awards and invitations to speak at leading conferences. Jacob continues to play a key role in shaping the future of B2B marketing in manufacturing.
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