How a B2B Manufacturer Grew Online After Trade Shows Vanished With Victor Huynh

Victor Huynh is the CEO and Head of Digital Strategy at Ready Artwork, a digital marketing agency dedicated to B2B services. Born in San Diego, California, to an immigrant family, Victor embodies the entrepreneurial spirit instilled in him from a young age. He holds a background in graphic design, which propelled him into a marketing manager role early in his career and ultimately led to the creation of Ready Artwork over two decades ago. Throughout his professional journey, Victor has proven to be a versatile leader, serving as the Monrovia Chamber of Commerce President during the pandemic and advocating for local businesses.

 Here’s a glimpse of what you’ll learn:

• [02:30] Victor Huynh discusses how a decades-old B2B manufacturer reinvented its marketing after trade shows shut down
• [07:16] Why separating e-commerce and lead generation funnels was the key to reaching different buyer personas
• [12:09] How PPC campaigns uncovered new opportunities in agriculture and reshaped the company’s ad strategy
• [16:22] The major website transformation that turned technical PDFs into SEO-driven, conversion-focused content
• [20:27] How AI search and ChatGPT traffic are creating higher-value leads and redefining digital marketing success for B2B brands

In this episode…

When trade shows suddenly vanished, many B2B manufacturers lost their primary channel for visibility and sales. For one long-established industrial brand, the challenge was how to pivot from in-person networking to digital engagement without losing momentum. How can traditional companies not only adapt but thrive when their main marketing avenue disappears?

According to Victor Huynh, a seasoned digital strategist, the key was redefining the client’s marketing ecosystem around data, content, and multi-channel digital strategy. He highlights how separating e-commerce and lead generation funnels allowed the company to tailor messaging for very different buyers. By blending PPC, SEO, and a redesigned website, Victor’s team helped transform a legacy manufacturer into a modern digital leader.

In this episode of RAW Spotlight, Emily Au and Victor Huynh talk about how a B2B manufacturer grew online after losing trade shows. They discuss building dual marketing funnels, turning technical materials into high-performing content, and leveraging PPC to uncover new opportunities. Victor also shares how AI search is reshaping B2B digital strategy.

Resources mentioned in this episode:

• Victor Huynh on LinkedIn
• Emily Au on LinkedIn
• Ready Artwork
• “The Big Reveal: Ready Artwork’s 7-Step Proven Website Blueprint” on RAW Spotlight
• “The Ultimate Guide To Choosing Between WordPress and Shopify for B2B and eCommerce With Victor Huynh” on RAW Spotlight
• ChatGPT
• Gemini
• Perplexity

Quotable Moments

• “Identifying that funnel and the different personas and the different people and what drives them is really important.”
• “People have this preconceived notion that unless you’re selling e-commerce, you know you shouldn’t be running ads.”
• “Being able to really dissect down exactly and reach out to those specific people right when they’re ready is really important when it comes to PPC.”
• “One of the biggest challenges is always content, especially when it comes to very, very technical products and B2B.”
• “We call it zero-click right where people learned about something and just kind of moved on.”

Action Steps

1. Separate your marketing funnels by audience type: Distinguishing between e-commerce buyers and long-term B2B leads allows for tailored strategies that match unique customer journeys.
2. Transform technical materials into web content: Converting PDFs and offline resources into optimized website pages improves SEO, the user experience, and lead tracking.
3. Use PPC to target niche, high-value keywords: Paid search can capture precise audiences that organic SEO may miss, driving significant returns on large contracts.
4. Leverage AI search insights for content strategy: Monitoring traffic from tools, like ChatGPT and Perplexity, reveals emerging search behavior and helps refine keyword focus.
5. Continuously explore new digital tools and trends: Staying flexible and open-minded ensures your brand remains competitive as marketing technologies rapidly evolve.

Sponsor for this episode…

This episode is brought to you by Ready Artwork, where we deliver uniquely tailored B2B digital marketing services to facilitate the long-term growth of your business.

At Ready Artwork, we combine data-driven insights with innovative design to help your business thrive in the digital age. From SEO and digital advertising to web development and email marketing, we have experts who help companies uncover growth in unexplored and extraordinary ways.

To learn more, visit readyartwork.com or get a free proposal. Let Ready Artwork discover your full potential.