Business
In this episode of E-Coffee with Experts, our host Victor talks with Thibault Montagne, Senior Digital Marketing Manager at Protex AI, a fast-growing company using AI to make factories and warehouses safer.
Thibault shares how they market complex safety tech to legacy industries, land clients like General Motors, and build long-term SEO authority in a niche space where innovation moves slowly.
You’ll learn why clear messaging beats AI buzzwords, how Protex uses expert-driven content to drive leads, and why refreshing content regularly is critical to SEO success.
We also explore how they balance paid ads and organic search, what trends Thibault is watching next, and the real-world challenges of deploying AI in manufacturing environments.
If you’re marketing in a niche or “unsexy” industry, this conversation is full of practical takeaways.
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In this episode, we discuss:
00:00 - 02:45: Introduction
02:45 - 04:15: What marketers often get wrong in this industry
04:15 - 06:25: How to market AI solutions without the buzzwords
06:25 - 08:10: Protex’s simple but powerful SEO & content strategy
08:10 - 09:20: Why updating content matters so much
09:20 - 10:30: How they use CTO content to build authority
10:30 - 11:50: Top of funnel vs bottom of funnel, what converts?
11:50 - 13:10: Using trend reports to drive leads and position Protex
13:10 - 14:00: Working with big names like General Motors
14:00 - 15:10: How Protex handles complex factory installs
15:10 - 17:00: Paid ads vs SEO, lessons from the field
17:00 - 18:35: How they stay ahead in a market that will get crowded
18:35 - 20:10: The one AI trend Thibault is keeping a close eye on
20:10 - 21:20: Why “intent” tools aren’t quite ready for industrial B2B yet
21:20 - 23:10: Are conferences still worth it? Here’s what works
23:10 - 25:10: How AI could make warehouses more efficient (future vision)
25:10 - 26:00: Real talk: what AI still can’t do yet
26:00 - 28:02: Final advice for young marketers and industry professionals
Connect with Thibault Montagne
www.linkedin.com/in/thibault-montagne-a0401111a
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