The Supply Chain Marketing Show

Turn everyday experiences into stories that connect, influence, and make your message unforgettable. Supply chain marketing has no shortage of information. Features. Functions. Specifications. ROI. Data. Differentiators. Slide decks. But information alone doesn't make someone care. Stories do. In this episode of The Supply Chain Marketing Show, host and executive producer Ralph Henderson sits down with Roddy Galbraith, founding faculty member of the Maxwell Leadership Certified Team and co-creator of the Maxwell Method of Speaking, to explore how marketers and revenue generators can turn the experiences already happening around them into stories that connect with people, build credibility, and influence action.

If they remember your story, they remember you. In supply chain marketing, sameness is everywhere. Similar claims. Similar websites. Similar case studies. Similar messages. So how do you become impossible to ignore? In this episode of The Supply Chain Marketing Show, Ralph Henderson sits down with Natsuyo Lipschutz, CSP, MBA, to explore how strategic storytelling creates differentiation, builds trust, and makes even complex, technical solutions memorable. Natsuyo shares her 6 C’s of Strategic Storytelling® and shows marketers how to turn facts and features into stories that connect with buyers, cross cultural boundaries, and inspire action.

Stories make them feel what you are telling them so they remember long after they see you. In business, we spend a lot of time trying to inform people. But information alone rarely creates a relationship, earns trust, or inspires someone to act. Stories do. The most powerful marketers understand that people don’t connect with slides, statistics, features, or bullet points. They connect with ideas that mean something, stories that make them feel something, and messages they can remember long after the presentation ends. On this episode of The Supply Chain Marketing Show, Ralph Henderson sits down with Mikey Mioduski, founder of GhostRanch Communications and Story Camp, to explore why storytelling may be one of the most powerful and overlooked tools in modern marketing. Drawing from more than 10,000 presentation and communication projects, Mikey shares how Story, Screen, and Stage work together to turn ordinary presentations into experiences that build understanding, create emotional connection, earn buy-in, and move people to action. Because whether it’s personal or professional, relationships are built the same way: connection creates trust, trust creates relationships, and relationships create opportunity.

In a marketplace crowded with lookalike solutions, similar messaging, and endless noise, one thing still separates the companies that win from those that struggle for attention: trust. Trust isn't built through logos, product sheets, or sales pitches. It's built through stories. Through education. Through consistently showing up with ideas, insights, and expertise that make customers believe you understand their challenges better than anyone else. In this episode of the Supply Chain Marketing Show, Ralph Henderson sits down with content creating leader Lisa Keller to explore why content remains one of the most underutilized growth strategies in supply chain marketing. Together, they discuss how providers can differentiate themselves, build lasting brand equity, and create the kind of familiarity that turns prospects into advocates before the first sales conversation ever takes place. Because when someone walks into your trade show booth already knowing who you are, what you stand for, and why you matter, you're no longer introducing yourself. You're reinforcing trust that has already been earned.

AI is transforming marketing faster than any shift in decades. Content is instant. Campaigns scale overnight. Automation is everywhere. But here’s the problem: speed doesn’t create trust, speed is the benefit of having it. In this episode of The Supply Chain Marketing Show, host Ralph Henderson sits down with Movement Mortgage Chief Marketing Officer Jake Fehling — a marketer who understands high-stakes decisions where trust isn’t optional. From helping families make the biggest financial investment of their lives to leading brand strategy inside a technology-driven organization, Jake explores what he calls The Human Edge of AI. Together, they unpack a powerful idea: marketing may become 90% AI, but the remaining 10% human connection is what ultimately drives belief, confidence, and action. For supply chain marketers responsible for revenue and growth, this conversation challenges how we think about automation, authenticity, and the future of influence. Because in an AI-powered world, the companies that win won’t be the most automated — they’ll be the most trusted.

Content is King; Clarity is Queen Supply chain companies don’t have a marketing problem — they have a clarity problem. In an industry built on precision and performance, organizations often struggle to explain why they matter. The result? Endless tactics, endless messaging, and buyers still asking the same question: “Why are you different?” In this episode of The Supply Chain Marketing Show, Ralph Henderson sits down with branding strategist and creative leader Ron Tite to unpack why brand strategy — not more campaigns — may be the most underused growth lever in supply chain today. Together, they explore how trust is built in high-risk B2B environments, why trying to be everything to everyone makes companies invisible, and how marketing leaders must reclaim their role as business leaders, not just promotion engines. This conversation challenges conventional thinking about marketing’s role inside complex organizations. If brand is trust at scale, then clarity isn’t a creative exercise — it’s a competitive advantage.

If you're still using 30 tags, you aren't reaching customers, you’re triggering spam filters. Hashtags are filing cabinets, not reach boosters. Learn the difference. Forget the old days of spamming hashtags and boring press releases—this episode is a wake-up call for anyone in the logistics industry. You’ll learn why modern social media algorithms now penalize "hashtag dumping" and instead reward clear, human-to-human conversation. We’ll show you how to stop using LinkedIn as a digital trophy case and start using your own employees’ real-world stories to build trust. If you want to know how to actually get noticed by the 85% of supply chain buyers who vet companies online before they ever sign a contract, this is the talk you can't afford to miss.

Marketing has long been overlooked in the supply chain and logistics industry, often misunderstood, undervalued, or treated as an afterthought rather than a growth driver. Many operations leaders focus heavily on execution and efficiency, assuming strong service alone will fuel growth. But in today’s competitive and volatile market, that mindset creates blind spots. Companies struggle to differentiate, scale consistently, or respond to market shifts because marketing was never built into the operation from the start. In this episode, we unpack why marketing has historically been underestimated in logistics, why many leaders don’t know what to ask for when seeking marketing support, and how this confusion leads to wasted spend or missed opportunities. We’ll discuss whether it’s ever “too late” to invest in marketing, how much companies should realistically allocate, and if growth is possible without it. Most importantly, we explore why seeking guidance from trusted, industry-aware partners is critical and how the right approach to marketing can become a strategic advantage rather than a cost center.

Stop drowning in workload—start getting results with AI that actually moves the needle. Struggling to hit numbers with a maxed-out team? This episode shows how smart AI + human strategy can fix one real marketing headache, boost results, and free your week.

What 5,000 exhibit evaluations reveal about who wins on the show floor—and who gets ignored. Stop blending in. Start converting attention into real exhibit results in 2026. Trade shows are louder, more crowded, and more expensive than ever—and “showing up” is no longer enough. In this timely micro-session of The Supply Chain Marketing Show, moderator Ralph Henderson sits down with exhibiting performance expert Jefferson Davis of Trade Show Turnarounds to unpack what’s really working on the show floor and what’s quietly failing. Drawing from more than 5,000 exhibit evaluations conducted in 2025, this conversation challenges conventional thinking and reveals what supply chain exhibitors must rethink now if they want to attract the right attention, create real engagement, and turn exhibits into measurable business results in 2026.