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1 min read

Navigating Modern Manufacturing: AI, Recruitment, and Marketing

At the Manufacturers Alliance, Kristin Graybill has a bird's-eye view across hundreds of manufacturers in the US - how they operate, how the recruit, and how they're evolving their marketing.


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Kristin Graybill is the Vice President of Commercial Strategy at the Manufacturers Alliance and in her role, she speaks to hundreds of manufacturers all across the country. In this episode, we talk about the work of the Manufacturers Alliance whose mission is to drive economic growth and foster collaboration within the manufacturing sector. They do this by hosting peer programs, conducting research initiatives, and providing resources to leaders across departments in mid to large manufacturing companies.

I ask her what trends she's seeing in manufacturing marketing, and we focused on the increasing risk and use of AI to streamline operations and enhance marketing efforts. We also talked about how "old school" manufacturers are being forced to modernize their marketing to compete in a tight talent market. Kristin echoed the need for marketers in the manufacturing sector to embrace innovation and leverage marketing strategies that appeal to the human element of their audience.

Near the end of the conversation we talk about diversity and inclusion in manufacturing leadership. Kristin shares findings from recent research conducted by the Manufacturers Alliance on women's leadership in manufacturing. She highlights the challenges women face in middle management and disparities in perceptions of gender equality within the industry. 

Key Takeaways
  • The Manufacturers Alliance helps leaders in manufacturing through peer groups and industry research.
  • AI is being used across manufacturing operations, marketing, and recruitment but comes with notable risks.
  • Modern and creative marketing is necessary to recruit talent.
  • Focusing on the advancement of women in manufacturing can help address the growing talent shortage.

Wendy Covey

Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.

About TREW Marketing

TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.