Explore the transformative world of B2B industrial marketing with Craig Mottershead, Vice President of Marketing at GCP Industrial Products. Craig delves into the industry's evolution, sharing insights on data-driven strategies, digital transformation, and the growing influence of social media, content marketing, and e-commerce. Together, we uncover the importance of educational content, the integration of AI, and how the sector is adopting seamless, consumer-like experiences. Craig also emphasizes the critical role branding plays in building trust and fostering relationships, highlighting the value of consistency and purpose beyond traditional branding methods. Looking to the future, Gary and Craig discuss the rising influence of AI in marketing and offer practical advice for navigating this ever-changing landscape.