Rebranding Manufacturing: How Bobst’s Katie Graham Aligns Sales, Marketing, and Customer Trust
In the second episode of Unpacking the Brand, co-hosts Ken Theriot (TheRiot Agency) and Randy Kessler (Labels & Labeling) sit down with Katie Graham, Regional Marketing Communications Manager at Bobst North America. Known in the industry for her strategic leadership and “LinkedIn legend” status, Katie offers powerful insights into industrial branding in manufacturing, the evolving relationship between sales and marketing, and how personal branding can reshape professional credibility.
Why Industrial Branding Is a Different Ballgame
Katie outlines one of the most overlooked truths in B2B branding: the emotional hooks of consumer marketing don’t always translate to the industrial world. In manufacturing, long sales cycles, large capital investments, and committee-style decision-making demand a branding approach that centers on trust, consistency, and technical credibility.
“You’re not just selling a product. You’re solving a long-term problem,” Katie explains. “It’s not a snack; it’s a multimillion-dollar machine purchase with long-term consequences.”
Unlike quick-hit campaigns, industrial branding must communicate enduring value and dependability, often across diverse global markets.
How Bobst Repositioned Its Brand
One of the most compelling parts of the episode is Katie’s story of Bobst expanding from its core focus on corrugated and folding carton to flexible packaging and labels. This wasn’t just a pivot; it was a complete rebranding effort within an established identity.
To earn credibility in new markets, Bobst:
- Created a Competence Center in Atlanta to serve flex pack and label markets.
- Partnered with industry associations and media outlets.
- Showed up at events and committed to education—not just promotion.
“You have to immerse yourself in the industry, not just present to it,” Katie explains. “Customers can tell the difference.”
This comprehensive commitment helped Bobst evolve its identity without abandoning its legacy markets.
Customer-Centricity and Marketing Technology
Katie’s marketing playbook begins with a clear mantra: focus on the customer’s pain points first. The Bobst team makes strategic decisions by asking, “What keeps our customers up at night?” Then, they align brand messaging, product innovation, and even sales pitches to those insights.
That mindset is amplified by technology. Bobst uses CRM tools, marketing automation, predictive maintenance, and AI not just for internal tracking, but to improve the customer experience. “Digitalization” isn’t a buzzword at Bobst—it’s one of four company pillars.
“If your tech stack doesn’t benefit your customers, you’re missing the point,” Katie says.
Sales and Marketing: No Longer on Different Planets
Katie shared a refreshing look at the sales-marketing dynamic at Bobst; one that many companies strive for but rarely achieve. At Bobst, the teams are aligned around shared goals, joint KPIs, and constant communication.
The result? Cross-selling, smoother customer journeys, and better visibility into ROI.
“We’re not competing. We’re complementing,” she notes. “Marketing creates the environment where sales can be made.”
And with regular collaboration at kickoff meetings and planning sessions, Bobst ensures alignment across all packaging verticals.
Personal Branding That Opens Doors
Katie doesn’t just talk about branding, she lives it. Her consistent presence on LinkedIn and active participation in Women of Flexo and other associations has helped build her personal credibility and visibility.
Her top three tips for professionals building a brand in B2B or manufacturing:
- Show up at events and volunteer. Opportunities come from visibility and service.
- Use LinkedIn with purpose. Don’t just post updates—share value.
- Leverage internal networks. Start within your company to expand outward.
This brand-building effort has translated to speaking opportunities, new partnerships, and deeper influence within the industry.
Looking Ahead: Marketing in the Age of AI
Katie is bullish on AI’s impact on B2B marketing, especially in analytics and content automation. But she’s clear: AI won’t replace marketers; it’ll replace marketers who don’t know how to use it.
From personalized content delivery to data analysis, Katie believes AI will reshape how teams prioritize and execute marketing plans. And those who embrace it will not only be more efficient but also more effective in customer engagement.
Key Takeaways:
- B2B marketing in manufacturing must balance logic and emotion.
- Bobst’s successful pivot into new markets required total commitment, not just messaging.
- Sales and marketing alignment is driven by shared goals and ongoing collaboration.
- Personal branding builds trust inside and outside your organization.
- AI isn’t optional. Learn it. Use it. Or fall behind.
🎧 In Case You Missed It
If you work in packaging, manufacturing, or B2B strategy, this episode will change how you think about branding.
Watch the full episode Here
You can also listen to our episodes on Spotify and Apple Podcasts!
Read our Episode 1 Recap as well!
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