Podcast

How do you turn a breakthrough material or technology into industry-wide demand? In this episode of Material Impact, Justin Kennington, former President of the SDVoE Alliance, shares how he helped transform a small chip supplier into a movement that manufacturers couldn’t ignore. From building a marketing alliance to creating inbound pull from end users, Justin explains the frameworks, mistakes to avoid, and lessons any supplier can apply to move from selling products to shaping markets.

Kendra Griffin is the National Account Director at Wood Floor Business magazine, the leading B2B media platform in the hardwood flooring industry. With 14+ years in trade marketing and a background in marketing and retail merchandising, Kendra brings deep insight into how industrial suppliers can elevate visibility and trust. She works closely with both large brands and family-run operations, helping them craft effective, results-driven ad strategies. Oh—and her grandmother’s spaghetti and meatballs? Unmatched.