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In this episode of the AM Insider podcast, hosts Dustin Kloempken and Justin Hopkins engage with marketing expert Ryan Hayford to explore the critical role of marketing in the additive manufacturing industry. They discuss the unique challenges marketers face when targeting engineers, the importance of understanding customer journeys, and the need for effective communication across departments. Ryan shares insights on successful marketing campaigns, measuring success, and the balance between fun and practical marketing strategies. The conversation also highlights innovative applications in the industry and key resources for marketers.

Takeaways

• Marketing is essential for success in additive manufacturing.
• Understanding engineers' rationality is crucial for effective marketing.
• Webinars require consistency and thoughtful execution to succeed.
• Mapping the customer journey is vital for effective marketing strategies.
• Your website is the most important tool for lead generation.
• Avoid exaggerated claims to maintain credibility in marketing.
• Balancing creativity with strategic thinking is key for marketers.
• Fun projects can lead to practical applications in engineering.
• Getting buy-in from other departments is crucial for marketing success.
• Chasing funding opportunities can lead to innovative applications in the industry.

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John Greeven, a former HP employee and current professor at Oregon State University, discusses his journey from the oil industry to additive manufacturing. He shares his experience working with 3D printing technology and its applications in various projects, including racing teams and land speed records. Greeven emphasizes the importance of a diverse team and a mindset that challenges traditional approaches. He also highlights the role of 3D printing in optimizing designs and achieving better results. In this conversation, John Greeven discusses the importance of leveraging existing ideas and using AI as a helpful tool. He also shares his experience in managing early adopters and the challenges that come with implementing new technology. The conversation touches on the value of personal networking and the benefits of partnerships between universities and businesses. John emphasizes the need for continuous learning and exploration of AI tools. The conversation concludes with a discussion on the potential of additive manufacturing in different industries and the importance of diversity in engineering teams.

• Diverse teams yield better results in projects involving additive manufacturing.
• A mindset that challenges traditional approaches is crucial for innovation.
• 3D printing technology allows for the optimization of designs and the achievement of better results.
• Practical experience and experiential learning are essential for students entering the industry.
• The use of different 3D printing technologies depends on the specific requirements of the project.
• John Greeven's experience in the oil industry and additive manufacturing has shaped his approach to problem-solving and project management. Leverage existing ideas and build upon them to create something better.
• AI tools can save time and provide valuable insights.
• Managing early adopters requires addressing challenges and finding opportunities for improvement.
• Personal networking is crucial for professional growth and collaboration.
• Partnerships between universities and businesses can benefit both parties and enhance the preparation of future employees.
• Continuous learning and exploration of AI tools are essential in the innovation space.
• Additive manufacturing has the potential to revolutionize various industries.
• Diversity in engineering teams leads to a more creative and effective problem-solving process.

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Danit Peleg, a 3D printing fashion designer, discusses her work in the fashion industry and the potential of 3D printing in fashion. She explains her research on developing sustainable and flexible materials that behave like real fabric. Danit shares her journey of creating the world's first fashion collection printed entirely using desktop 3D printers. She also talks about her website and online course where she teaches others how to create their own 3D printed textiles. The conversation explores the challenges and opportunities of 3D printing in fashion, including the need for faster printers and better materials. The conversation explores the potential of 3D printing and blockchain technology in the fashion industry. It discusses the concept of digital fashion, where garments are created and worn virtually, and the role of NFTs in securing and tracking digital fashion files. The conversation also highlights the democratization of fashion through open-source files and the potential for creativity and collaboration in the industry.

• 3D printing has the potential to revolutionize the fashion industry by offering sustainable alternatives to traditional production and consumption methods.
• Developing flexible and recyclable materials is crucial for the advancement of 3D printed fashion.
• Education and awareness are key in encouraging fashion designers to explore and embrace 3D printing technology.
• Faster printers and better materials are needed to overcome current limitations and fully realize the potential of 3D printing in fashion. 3D printing and blockchain technology have the potential to revolutionize the fashion industry.
• Digital fashion allows for virtual creation and wearing of garments, with NFTs securing and tracking the digital files.
• Open-source files and sharing ideas can democratize fashion and foster creativity and collaboration.
• The combination of 3D printing, blockchain, and digital fashion opens up new possibilities for designers and consumers.