Ideas into Action: Creative Risks in the B2B Arena
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B2B marketing doesn’t have to be boring—especially in traditional industries like manufacturing.
In this episode of Good Marketing with Stephanie, Stephanie sits down with Josh Rozman, Marketing Manager at Oberlin Filter Company, USA (a 60+ year-old, third-generation manufacturer of automatic pressure filtration systems). Josh is a one-person marketing team doing what most people say can’t be done in industrial B2B: making complex equipment memorable, human, and impossible to ignore.
Josh breaks down:
Why being forgettable is the biggest risk in B2B marketing
How to add personality and story to a technical product without losing credibility
Why bold ideas often die in conference rooms (and how to prevent that)
The strategy behind Oberlin’s spokes-character “Phil”—and how Josh got leadership to say yes
Early results, including a 20%+ lift in email performance when messages come from Phil vs. the company
If you’ve ever felt stuck between “this is how it’s always been done” and “there has to be a better way,” this one’s for you.
Connect with Josh:
https://www.linkedin.com/in/joshrozman/
Connect with Stephanie:
https://www.linkedin.com/in/stephanieapryor/
Show Notes:
Oberlin Filter Company, USA - https://www.oberlinfilter.com/
See Josh and other amazing industrial marketing experts speak at the Industrial Marketing Summit (IMS) 2026 - https://industrialmarketingsummit.com/
Klunk & Millan Advertising - https://klunkmillan.com/