podcastchef logo

Reading Time: 2 minutes

E77: Marketing to Enterprise Manufacturers with Optessa’s John Buglino

Reading Time: 2 minutes

John Buglino, the Director of Sales and Marketing for Optessa, emphasizes the significance of identifying pain points, staying updated with industry trends, and leveraging data for marketing efforts while targeting operations leaders in the enterprise manufacturing realm. He additionally underscores the necessity of experimenting in marketing and using referral marketing and simplified data tracking to determine ROI. John also stresses the importance of networking, empathy, and adaptability, organizing events that bring together industry decision-makers for organic conversations.

John brings his experience in demand generation, lead generation, marketing automation, and social media marketing to Optessa.

He started out his career with New York Community Bancorp as a Marketing Assistant and later worked for iCIMS and the Hermetic Solutions Group in versatile roles driving new business and elevating the brand within their respective industries. John holds a Bachelor’s Degree in Business Administration with a concentration in marketing and advertising from Seton Hall University. Here are a few of the topics we’ll discuss on this episode of Referral Radio:

  • Optessa targets enterprise manufacturers, with a focus on discrete manufacturing and batch or process manufacturing.
  • They look for manufacturers with value, volume, and variety in their production, as the platform is designed to handle high variability.
  • Optessa’s target market is operations leaders that are experiencing supply chain disruptions and dealing with their operations in Excel or spreadsheets.
  • They reach their target market through social media platforms, industry events, and networking with customers and prospects.
  • Testing should cover different channels, types of content, and external/internal factors.
  • It is crucial to set expectations, be consistent with messaging, and track results in CRM.
  • Referral marketing is an effective way to grow the business and leverage existing client networks.


Connect with John Buglino

Connecting with the host:


  • 04:26 – 04:53 “The best thing about the industry that we’re in right now is also the worst. Supply chain issues and disruptions happening and changing seemingly daily, we are really facing and targeting operations leaders that are experiencing pain. Just help us understand your problem and let us know your data inputs or your inputs to have us help you. Right?”
  • 04:54 – 05:09 “We’re targeting operations leaders that really are trying to handle supply chain disruptions and also dealing with their operations in Excel or spreadsheets or 10 spreadsheets or a hundred spreadsheets, things like that.”
  • 05:09 – 05:30 “So the targeting is really around telling our stories and really around keeping our finger on the pulse of what’s happening in the world because there’s so many different peaks and valleys and dips and changes that we have to make sure that we remain really top of mind and really understand what’s happening in the industry.”
  • 05:42 – 06:03 “Digital transformation, that’s something that everyone always talks about, everyone always hears about, but no one really knows what that really means. So what we do is really target manufacturers going through a digital transformation journey and they could be at any number of steps within that transformation journey. So we support you, whether you’re looking to go from pen and paper to now digitizing”
  • 11:00 – 11:17 “I’m using the data as my north star to say here’s why we’re there or why we’re not there. And if we are there, here’s what we need to do to make sure that we maximize what we’re getting out of it. And once we have that plan in place, it’s everything that drives what you do from a marketing and sales standpoint.”