Testing Blog - 2026

Lew Weiss On Manufacturing Talk Radio

em@cgbadv.com (Ed Marsh) — Wed, 22 Jul 2026 18:58:22 GMT

Podcast Marketing with Lew Weiss - 30% Growth and He Never Mentioned His Products

Lew Weiss has had a rough and tumble business career, complete with a couple of bankruptcies and a successful exit. Along the way, he saw industrial marketing as the key to opportunity, differentiation, and growth.

He leveraged Thomas Register with a "keyword" strategy before that was a thing. Then built a website early, with a mindset of continuous improvement. He embraced ISO as a point of differentiation that he marketed aggressively and converted into sales ahead of competitors. And then, almost on a lark, he launched a podcast.

Manufacturing Talk Radio transformed his business. And perhaps the most amazing part? Not once did he run an episode on his product (metals and forgings.) Instead, he gradually attracted a "faculty" of business experts with complimentary expertise and insight. Each one delivered information that was helpful to the community that was Lew's ICP (Ideal Customer Profile), and each show presented their perspectives as helpful information.

In aggregate, Manufacturing Talk Radio was a resource. And the sponsorship of the show by Lew's metals business, All Metals and Forge Group, provided the casual connection that drove 30% growth in his business.

Listen in as I chat with Lew about industrial content marketing, his career, moments of inspiration, periods of adversity - and how a video podcast changed his business.

Connect with Lew for insight into how podcasting and industrial marketing can shift the trajectory of your business.

Check out Lews's Manufacturing Talk Radio website |

Podcast Marketing and Bold, Innovative Industrial Marketing Moves - Lew Weiss on Industrial Growth Insitute Episode 52

Show Transcript

Episode Recap

Summary

Five Buying Decisions in Machinery

em@cgbadv.com (Ed Marsh) — Wed, 22 Jul 2026 17:42:08 GMT

Complex sales reps in industries like capital equipment and machinery, enterprise software, and high-value business services often focus on a decision that has nothing to do with whether a project actually happens. They focus, as they're trained to, on the technical features, capabilities, and specifications of their product or service.

Lew Weiss On Manufacturing Talk Radio and Industrial Podcast Marketing

em@cgbadv.com (Ed Marsh) — Wed, 08 Jul 2026 19:52:47 GMT