2 min read

Video Marketing with Friends in Manufacturing

Learn how a machine tools company uses video and podcasting paired with co-marketing and an action-oriented agile process to grow awareness.


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Eddie Saunders Jr., Head of Demand Generation for Flex Machine Tools, is a highly energetic and action-oriented marketer. He and a team of five colleagues collaborate closely to quickly assess marketing ideas and get them accomplished. This agile process has led them to be early to market with new platforms such as LinkedIn live, and they are not afraid to take risks with fun, humorous educational content that many larger manufacturing companies tend to shy away from.

One of the biggest game-changers in their marketing program was what Eddie coined "buddy marketing" where Flex Machine Tools pairs with complementary manufacturers and distributors to expand their reach by tapping each other's networks and defray costs. Some examples include advertising and tailored videos.

Where Eddie seemed most passionate was when talking about the Flex and Friends video podcast, which he hosts. He is thrilled to give others in the industry a platform to tell their stories and learns something new from every interview. Each interview is repurposed in numerous ways to extend the content investment.