BUILDING MARKETING MUSCLE: From Family Business To Global Brand with Dom Michaelson

In Episode 27 of The Engine Room, we chat with Dom Michaelson, Head of Sales and Marketing at Silver Fox, a family-owned manufacturer of cable and equipment labels. Dom shares his journey joining the business and the challenges (and successes!) of building a strong marketing presence for a small to medium-sized enterprise (SME) in the manufacturing space.
We cover:
⚙️ How Silver Fox transitioned from a reliance on word-of-mouth to a global brand attracting international attention.
⚙️ The benefits and challenges of having a dedicated marketing team within an SME.
⚙️ Overcoming industry jargon and connecting with customers on a human level.
⚙️ Dom's top tips for B2B marketers in the engineering and manufacturing sectors, including leveraging automation and staying up-to-date on industry trends.
⚙️ Silver Fox's exciting plans for the future, including expansion into the US market.