The Supply Chain Marketing Show

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.

Forget the stereotypes: Gen Z is reshaping work, and this episode reveals how.
Turn generational friction into collaboration with insights that cut through the noise.
In The Truth About Gen Z, Ralph sits down with Hannah Ubl of Good Company Consulting to cut through the noise and reveal who Gen Z really is at work—especially in supply chain. Hannah explains how this generation thinks, what they wish others understood, and the misconceptions that create friction across teams. They dig into the real points of tension between generations and the small shifts leaders can make to turn frustration into collaboration.
If you want to better understand the generation shaping today’s culture and workforce, watch now and get the real truth about Gen Z.