In this episode, Steve Davis sits down with Jack Anderson, Activation Marketer at 3M’s Industrial Adhesives and Tapes Division, to discuss the 3M Solution Seminar and its survey-driven approach. Jack shares how his experience in sales shaped his current role, emphasizing the importance of shifting from product-focused conversations to problem-focused discussions. He explains how pre-event surveys help uncover design challenges, such as bonding, sealing, noise, and thermal management, so seminars can deliver tailored, high-value content for engineering teams.
Jack also walks through the seminar process, from gathering insights via surveys to customizing presentations and demos that combine 3M’s material science with converter capabilities. He highlights the benefits of this approach, including improved engagement, discovery of hidden priorities, and stronger collaboration between OEMs, converters, and 3M. The conversation concludes with a powerful example where survey insights revealed unexpected EMI shielding needs, leading to new opportunities and deeper partnerships.
1. Introduction and Role
- Steve introduced Jack Anderson, Activation Marketer at 3M’s Industrial Adhesives and Tapes Division, during an in-person podcast at 3M headquarters.
- Jack shared his background in sales and explained how his current role focuses on gathering insights and turning them into actionable strategies for better customer engagement.
2. Motivation for Survey-Driven Approach
- Jack described how traditional seminars often focused on presenting 3M’s product portfolio, which didn’t always resonate with engineers.
- He explained that shifting to a problem-first approach, using surveys to identify design challenges created more relevant and impactful conversations.
3. Pre-Event Survey Process
- Jack outlined how surveys help uncover common challenges like bonding, sealing, noise, vibration, and thermal management.
- He emphasized that surveys allow seminars to be tailored to the customer’s priorities, ensuring time is spent on the most relevant topics.
4. Seminar Execution
- Jack explained that seminars begin by showing the pre-work results to demonstrate alignment with customer needs.
- He noted that content focuses first on educating about challenges before introducing solutions, creating a collaborative and informative environment.
5. Post-Event Follow-Up
- Jack shared that follow-up includes addressing topics that didn’t make the main session, ensuring all participants feel heard.
- He highlighted how this approach often uncovers hidden priorities and strengthens relationships with engineering teams.
6. Positive Outcomes and Examples
- Jack recounted a success story where survey responses revealed unexpected EMI shielding needs, leading to new opportunities and deeper engagement.
- He emphasized that these seminars often introduce 3M and converter partners to new stakeholders and expand awareness of their capabilities.