Marketing for Australian mining and heavy machinery with Ashley Lioubachevskii

In this first episode of Pure Gold Marketing, host Edwin Davis chats with Ash Lioubachevskii, Marketing and Communications Manager at Centurion Transport. Ash shares her journey through various marketing roles and about her time as Digital Marketing and Content Manager at Cat machinery dealership Hastings Deering.

Ash emphasises the importance of authenticity and leveraging subject matter experts in marketing content for mining, machinery and construction industries.

The discussion covers the evolution of digital marketing, the value of understanding industry-specific challenges, and strategies for effective content creation and distribution. Ash also provides insights into the nuances of B2B marketing on platforms like LinkedIn and the potential limitations of newer platforms like TikTok for certain industries.

00:00 Intro
01:01 Welcome to Pure Gold Marketing
01:28 Introducing our first guest: Ash Lioubachevskii
03:56 Ash Lioubachevskii’s marketing journey: from journalism to digital marketing
06:01 Navigating the world of online dating marketing
07:00 Transitioning to heavy machinery marketing at Hastings Deering
17:31 The challenges and opportunities in mining and heavy machinery marketing
33:06 Collaborating with Pure Gold Films for impactful video content production
40:38 The art of collaboration in content creation
41:18 Navigating the complex world of digital marketing
42:00 Leveraging analytics for strategic decisions
45:29 The intricacies of marketing on LinkedIn
45:52 Creating engaging content: strategies and insights
53:44 Maximising employee engagement through social media
01:03:16 Transitioning to leadership in marketing
01:11:51 Embracing digital testing for effective marketing
01:17:45 Exploring the potential of TikTok for b2b marketing
01:22:07 Concluding thoughts and contact information