Q&A with Jay Gaines, CMO at Forrester

Q&A with Jay Gaines
Jay Gaines, CMO at Forrester has over 20 years of experience in organizational design and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, and digital strategy in a variety of b-to-b industries.   

In this Q&A, Jay shares insightful thoughts about the audience-centric approach at SiriusDecisions and what marketing means to him.

MEDIA 7: How old were you when you had your first paying job?
JAY GAINES:
 I was 10 years old! I delivered newspapers in my neighborhood on my bike five days a week after school.

M7: You have been recognized as one of the top 10 CMOs in 2019 by The Silicon Review. What skills have enabled you to become a marketing industry leader?
JG:
In my time at SiriusDecisions, I’ve had the good fortune to work closely with many amazing CMOs. That work provided me great insight into what makes for a highly effective and successful marketing leader. There are three primary skills that I think have helped me the most; first, to be a business leader and then a marketing leader. This means focusing on, being accountable for, and consistently reporting on marketing’s contribution to the same business goals that the CEO, CFO, board of directors and head of sales care about most. It also means always speaking the language of business, and avoiding marketing jargon when communicating with my colleagues outside of marketing. Second, is just being a good leader for my team by providing structure and clear goals, defending their focus, and promoting a culture of experimentation and rigor. Third, is constantly staying curious. Marketing is evolving so rapidly in terms of strategies, approaches, technologies, and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object.

"Marketing is evolving so rapidly in terms of strategies, approaches, technologies and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object."



M7: How impactful are the leadership summits from a marketing outreach perspective, and how significantly have they enabled SiriusDecisions to push towards the forefront as an industry leader?
JG:
Our summits are a key driver of growth for us. We put a huge amount of effort into them and they have become a primary brand experience for our customers and other audiences. We attract thousands of B2B marketing, sales and product leaders to these events and use them to release our latest research, data and insights. Especially as SiriusDecisions has expanded into new geographies (Europe and Asia) and new verticals (healthcare, financial services, etc.) our events have enabled us to quickly establish presence, acquire audiences and build positive perception.

M7: You have been leading marketing initiatives for SiriusDecisions across various geographies including North America, EMEA and APAC. In your experience, how does the approach to marketing strategy vary based on different regions?
JG:
At SiriusDecisions we take a very audience-centric approach in how we go to market through the use of audience frameworks and personas. We typically create personas centrally and then adapt them for geos and vertical industries. Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are. So, while our campaign and program themes remain largely consistent globally the assets, tactics, and channels we utilize vary widely across geographies. For example, in Asia we’ve had great success and lean more heavily on mobile-specific strategies as well as a higher volume of smaller local events.


"Most of the important differences we see are in persona preferences, in how they want to be contacted and engaged, how they consume information, and what their trusted sources of information are."


M7: From a little cottage in Southport, Connecticut to a global leader in B2B marketing solutions, what has been the main force behind the overwhelming success of SiriusDecisions?
JG: 
By far the main driving force for SiriusDecisions has been our relationships with our clients and our commitment to their success. We have a deep culture of customer-centricity and helpfulness that permeates everything we do. For example, every piece of research we produce must pass the test of being supported by data and evidence, and also must include details about how to actually do whatever it is we’re recommending. Unlike many other firms similar to us, we also consider our work with clients to be collaborative. All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t. This means we learn as much from them as they do from us and their success is our success.


"All of our research is based on our work with our clients and our ability to observe and measure what actually works and what doesn’t."

M7: What is Marketing to you?
JG:
To me marketing is the art and science of engaging target audiences through the delivery of value in order to achieve specific business outcomes. Value can be delivered in any number of ways including information, entertainment and purpose, and business outcomes can span everything from customer acquisition to retention to advocacy.

ABOUT SIRIUSDECISIONS

SiriusDecisions® is the leading global b-to-b research and advisory firm. We deliver actionable intelligence, strategic and operational frameworks, and personal guidance from experienced practitioners.

Sales, marketing and product executives rely on SiriusDecisions® to contextualize problems and bring to light opportunities to drive sustainable growth. Our holistic solutions are founded on proprietary research, a deep understanding of b-to-b complexities, and the tenet that organizational alignment brings better outcomes.

SiriusDecisions was acquired by Forrester (NASD: FORR) in January of 2019.

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Q&A with Scott Heide, Chief Executive Officer at Engineering Intent Corporation

Media 7 | August 3, 2021

Scott Heide, Chief Executive Officer at Engineering Intent Corporation, brings more than 30 years of experience in knowledge-based engineering software and has long been a key source for industry understanding of application strategies for engineering and sales automation. Heide drove the development of Knowledge Bridge, a cloud-based comprehensive EPQ (Engineer Price Quote) and visual configuration platform. It offers tools and methods to automate custom engineering, technical sales, and business processes – the “To Order” in “Engineer To Order”. Heide holds a Bachelor of Science in Mechanical Engineering from Wichita State University and a Master of Science in Engineering from the Massachusetts Institute of Technology.

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Q&A with Thomas Cutler, President & CEO of TR Cutler, Inc.

Media 7 | July 1, 2021

Thomas R. Cutler is the President and CEO of Fort Lauderdale, Florida-based, TR Cutler, Inc., the largest manufacturing communication firm worldwide with four dozen industry experts and thought leaders on staff. Cutler is celebrating the 23-year anniversary of the Manufacturing Media Consortium, a group of editors, journalists, freelancers, economists, addressing the industrial sector. Cutler and his team work to track the industrial sector trends which includes manufacturing, distribution, supply chain, robotics, technology, Industry 4.0, IIoT, and much more. Cutler has launched two new areas of concentration: the power of Gen Z on the industrial sector, and the dynamic impact of the African continent as a growing force in manufacturing. Cutler has personally authored more than 8,000 articles for a wide range of leading manufacturing periodicals, industrial publications, and business journals. He was recently named the Most Influential Supply Chain Journalist by AI Global Media. Cutler is the most published freelance industrial journalist worldwide, and nearly 5000 industry leaders follow Cutler on Twitter daily at @ThomasRCutler.

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Q&A with Lew Weiss, Owner and Publisher, Jacket Media Co

Media 7 | August 16, 2022

Lew Weiss, founder of Jacket Media Co, host of Manufacturing Talk Radio and publisher of Manufacturing Outlook. Follow Jacket Media Co on Twitter @JacketMediaCo.

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Q&A with Scott Heide, Chief Executive Officer at Engineering Intent Corporation

Media 7 | August 3, 2021

Scott Heide, Chief Executive Officer at Engineering Intent Corporation, brings more than 30 years of experience in knowledge-based engineering software and has long been a key source for industry understanding of application strategies for engineering and sales automation. Heide drove the development of Knowledge Bridge, a cloud-based comprehensive EPQ (Engineer Price Quote) and visual configuration platform. It offers tools and methods to automate custom engineering, technical sales, and business processes – the “To Order” in “Engineer To Order”. Heide holds a Bachelor of Science in Mechanical Engineering from Wichita State University and a Master of Science in Engineering from the Massachusetts Institute of Technology.

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PR Newswire | November 03, 2023

BizLink, a leading provider of connectivity solutions worldwide, uses a method for creating physical prototypes with computer-aided design (CAD) data. This so called 'Rapid Prototyping' enables development times to be shortened, costs to be lowered and innovative ideas to be realised more quickly. BizLink's Automation & Drives business unit will showcase one of these solutions at the sps trade fair in Nuremberg, Southern Germany, which takes place from 14 to 16 November. In the development and production of individual injection moulded parts, a large part of the cost and time is spent on providing the appropriate tools. That is why BizLink uses Rapid Prototyping for sample parts in the development phase of overmoulded connection components. The principal objective of this technology involves testing and validating design concepts, functionality and features before there is any investment in series production. Through Rapid Prototyping, BizLink thus reduces development costs and time-to-market for overmoulded components and its reinforced innovative cable systems for factory automation. Rapid Prototyping involves applying layer upon layer of materials or bonding them to one another with 3D printing to make the desired object. This makes it possible to quickly adapt the design as changes can easily be made in the CAD data and the prototype can then be reprinted. It also allows, for example, the spatial conditions during fitting and operation under real-life conditions to be assessed, letting the findings thereby acquired be incorporated in product improvement before a tool-maker has even started his or her job. 3D printing technology can furthermore make valuable contributions to quality assurance while development is ongoing. If, for instance, parts being tested must be scrutinised to limit failure mechanisms along functional boundaries, it helps to be able to quickly create a matching testing device for such investigations. In some cases, such devices also facilitate good reproducibility, meaning that dependable component qualifications can also be carried out in this way. Other applications involve trialling numerous production resources and tools as well as handling aids that are, with respect to their function and ergonomics, initially tested as a 3D-printed specimen and improved repeatedly so that they can later be reproduced in a more robust version made of metal, for example. Rapid prototyping is versatile and has long been a proven tool for BizLink in the innovation process to bring new products to market faster and more effectively. Visitors to sps can convince themselves of these advantages through application examples in the Nuremberg exhibition halls from November 14 to 16, 2023 in Hall 2, Stand 431.

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Manufacturing Technology

Toyota Supercharges North Carolina Battery Plant with New $8 Billion Investment

PR Newswire | November 01, 2023

Toyota announced a new investment of nearly $8 billion that will add approximately 3,000 jobs at Toyota Battery Manufacturing North Carolina (TBMNC). This brings total investment to approximately $13.9 billion and job creation to more than 5,000 – further supporting Toyota's multi-pathway approach to global vehicle electrification. This investment adds capacity to support battery electric vehicles (BEV's) and plug-in hybrid electric vehicles (PHEV's). An additional eight BEV/PHEV battery production lines will be added to the two previously announced, for a total of ten battery lines. Production will be increased in a phased approach, with line launches planned through 2030 to reach a total production of more than 30GWh annually. said Sean Suggs, president of Toyota North Carolina. "Today's announcement reinforces Toyota's commitment to electrification and carbon reduction, bringing jobs and future economic growth to the region. We are excited to see the continued energy and support of this innovative manufacturing facility." [Source:PR Newswire] In 2021, Toyota, in partnership with Toyota Tsusho, announced the new Liberty location with an initial investment of $1.29 billion for battery production and the creation of 1,750 new jobs. With today's announcement, Toyota North Carolina solidifies its position as the company's epicenter of lithium-ion battery production in North America. Overall, the campus will boast seven million square feet, equating to 121 football fields of battery production. "Through the last few years of building relationships, including my most recent trip to Tokyo and meeting with President Sato, our partnership with Toyota has become stronger than ever, culminating in this historic announcement," said North Carolina Governor Roy Cooper. "North Carolina's transition to a clean energy economy is bringing better paying jobs that will support our families and communities for decades to come." A pioneer in electrified vehicles, Toyota has put more than 24.6 million hybrid, plug-in hybrid, fuel cell and battery electric vehicles on the road globally. By 2025, the company plans to have an electrified option available for every Toyota and Lexus model globally. The company is steadfast in its promise of being best-in-town by supporting local nonprofits and education initiatives. This year, Toyota announced donations totaling $200,000 to the Boys & Girls Clubs of Central Asheboro and Greensboro, Junior Achievement of the Triad, Shift_ed and Volunteer Center of the Triad. Last year, the company announced a $1 million investment in North Carolina students enrolled with Communities in Schools Randolph County and North Carolina Agricultural and Technical State University. Additional Quotes from North Carolina Officials "Toyota's latest expansion in North Carolina is monumental," said Senator Phil Berger. "The additional jobs and increased capital investment are proof that the Triad and our rural communities are prepared to support high-tech manufacturing. I'm thankful for Toyota's dedication to our state and I look forward to seeing it continue to grow and employ hard-working North Carolinians." House Speaker Tim Moore said, "Today's announcement that Toyota will make an additional investment of nearly $8 billion at its newest North American facility right here in North Carolina is a tribute to the hard work the General Assembly has done to ensure North Carolina is the best state for business and innovation." He continued, "Toyota's success is a prime example of how a balanced budget, a strong workforce, and a AAA credit rating pave the way for business growth. Toyota's additional investment in North Carolina is a sign that we are on the right track."

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Manufacturing Technology

Chromalox, Premier Provider of Electric Thermal Solutions, Announces Major Expansion to Ogden, Utah, Manufacturing Facility

Business Wire | October 26, 2023

Operating capacity for the electric heating technology pioneered by Chromalox more than 100 years ago will be expanding at the company’s Ogden, UT, facility during 2024. In conjunction with Utah’s Weber County Economic Development Office, Chromalox announced a major upgrade and expansion to its Ogden factory that produces thermal electric heating technology used for sustainable heating applications in industrial and commercial installations throughout the globe. Chromalox is part of the Electric Thermal Solutions (ETS) Business of Spirax-Sarco Engineering plc, a leading global thermal energy and fluid technology solutions group. The Ogden facility supports Chromalox’s mission of providing customers with highly efficient, modular and scalable electric heating solutions for decarbonization of process heating, steam generation and temperature control systems. When complete, the new building will also be LEED Gold certified, within the LEED framework for healthy, highly efficient and cost-saving green buildings. The Company is investing more than $58 million in a major expansion project with EK Bailey Construction to increase capacity, create jobs and advance to new manufacturing technology, while also implementing key technology and systems in accordance with Spirax-Sarco Engineering’s One Planet Sustainability Strategy. The One Planet vision is to be a global leader in industrial sustainability by increasing energy efficiency, minimizing greenhouse gas emissions and improving water efficiency. To that end, the facility is making a significant investment in a ground source heat pump system to efficiently heat and cool the facility year-round with renewable, geothermal energy. Additional investments will include LED lighting and high efficiency systems to conserve water consumption and improve recycling. State-of-the-art paint booths will utilize environmentally friendly paints and incorporate advanced filtration systems all while reducing operational energy consumption. Investment in Biodiversity Chromalox is committed to investing in the local ecosystem to offset the impacts of the expansion by working to restore nearly five acres in the Ogden Nature Preserve. This work will include restoring natural vegetation, wildlife habitat and land right in the Ogden area that was historically impacted by past military operations and adverse weather. Colleagues working at Chromalox have a strong and proud history of helping their home communities by supporting and leading volunteer activities and projects each year. Teams from the facility coordinate over 12 volunteering and charitable donations projects annually in the fields of education, food insecurity and biodiversity, to name a few. In addition, every colleague is provided 24 hours of paid leave time to perform volunteer work for causes with meaning to them. Why Ogden, Utah? Armando Pazos, President and Managing Director of ETS, praises Ogden as a location with “an experienced workforce (including some with as much as 40 years’ experience with Chromalox, as well as highly qualified future hires), as well as existing infrastructure and certifications for seamless transition to the expanded facility. “Over the recent decades, our engagement with the state of Utah and particularly the Northern Weber County region has been highly effective for Chromalox,” Pazos said. “We have made great strides in our quest to set the bar progressively higher for clean and sustainable energy and to meet these demands with operational excellence. “We are a key supplier to help industrial customers decarbonize with our patented offerings to electrify industrial processes with our electric heating technology and solutions, and Ogden is the center of our operations for the manufacturing of these products,” he concluded. “This upgrade and expansion will increase sustainability and biodiversity at Chromalox’s Weber County facility and is a proactive step in enriching our community,” said Gage Froerer, Weber County Commissioner. “We look forward to working with Chromalox as a global leader in paving the way in thermal electric heating technology.” Project Summary Among its many benefits, the new facility will Continue the Company’s emphasis on ensuring the safety, satisfaction and work environment for colleagues, supporting both retention and recruitment, Provide an environmentally controlled facility to increase product yield and life, Enhance customer service and continuity of supply, and Secure the future growth of the business in which Chromalox’s colleagues and vendor partners can thrive. Chromalox anticipates completion of the new facility by the end of 2024 and will be providing updated news as the project progresses.

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3D Printing

BizLink counts on Rapid Prototyping with the help of 3D printing technology

PR Newswire | November 03, 2023

BizLink, a leading provider of connectivity solutions worldwide, uses a method for creating physical prototypes with computer-aided design (CAD) data. This so called 'Rapid Prototyping' enables development times to be shortened, costs to be lowered and innovative ideas to be realised more quickly. BizLink's Automation & Drives business unit will showcase one of these solutions at the sps trade fair in Nuremberg, Southern Germany, which takes place from 14 to 16 November. In the development and production of individual injection moulded parts, a large part of the cost and time is spent on providing the appropriate tools. That is why BizLink uses Rapid Prototyping for sample parts in the development phase of overmoulded connection components. The principal objective of this technology involves testing and validating design concepts, functionality and features before there is any investment in series production. Through Rapid Prototyping, BizLink thus reduces development costs and time-to-market for overmoulded components and its reinforced innovative cable systems for factory automation. Rapid Prototyping involves applying layer upon layer of materials or bonding them to one another with 3D printing to make the desired object. This makes it possible to quickly adapt the design as changes can easily be made in the CAD data and the prototype can then be reprinted. It also allows, for example, the spatial conditions during fitting and operation under real-life conditions to be assessed, letting the findings thereby acquired be incorporated in product improvement before a tool-maker has even started his or her job. 3D printing technology can furthermore make valuable contributions to quality assurance while development is ongoing. If, for instance, parts being tested must be scrutinised to limit failure mechanisms along functional boundaries, it helps to be able to quickly create a matching testing device for such investigations. In some cases, such devices also facilitate good reproducibility, meaning that dependable component qualifications can also be carried out in this way. Other applications involve trialling numerous production resources and tools as well as handling aids that are, with respect to their function and ergonomics, initially tested as a 3D-printed specimen and improved repeatedly so that they can later be reproduced in a more robust version made of metal, for example. Rapid prototyping is versatile and has long been a proven tool for BizLink in the innovation process to bring new products to market faster and more effectively. Visitors to sps can convince themselves of these advantages through application examples in the Nuremberg exhibition halls from November 14 to 16, 2023 in Hall 2, Stand 431.

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Manufacturing Technology

Toyota Supercharges North Carolina Battery Plant with New $8 Billion Investment

PR Newswire | November 01, 2023

Toyota announced a new investment of nearly $8 billion that will add approximately 3,000 jobs at Toyota Battery Manufacturing North Carolina (TBMNC). This brings total investment to approximately $13.9 billion and job creation to more than 5,000 – further supporting Toyota's multi-pathway approach to global vehicle electrification. This investment adds capacity to support battery electric vehicles (BEV's) and plug-in hybrid electric vehicles (PHEV's). An additional eight BEV/PHEV battery production lines will be added to the two previously announced, for a total of ten battery lines. Production will be increased in a phased approach, with line launches planned through 2030 to reach a total production of more than 30GWh annually. said Sean Suggs, president of Toyota North Carolina. "Today's announcement reinforces Toyota's commitment to electrification and carbon reduction, bringing jobs and future economic growth to the region. We are excited to see the continued energy and support of this innovative manufacturing facility." [Source:PR Newswire] In 2021, Toyota, in partnership with Toyota Tsusho, announced the new Liberty location with an initial investment of $1.29 billion for battery production and the creation of 1,750 new jobs. With today's announcement, Toyota North Carolina solidifies its position as the company's epicenter of lithium-ion battery production in North America. Overall, the campus will boast seven million square feet, equating to 121 football fields of battery production. "Through the last few years of building relationships, including my most recent trip to Tokyo and meeting with President Sato, our partnership with Toyota has become stronger than ever, culminating in this historic announcement," said North Carolina Governor Roy Cooper. "North Carolina's transition to a clean energy economy is bringing better paying jobs that will support our families and communities for decades to come." A pioneer in electrified vehicles, Toyota has put more than 24.6 million hybrid, plug-in hybrid, fuel cell and battery electric vehicles on the road globally. By 2025, the company plans to have an electrified option available for every Toyota and Lexus model globally. The company is steadfast in its promise of being best-in-town by supporting local nonprofits and education initiatives. This year, Toyota announced donations totaling $200,000 to the Boys & Girls Clubs of Central Asheboro and Greensboro, Junior Achievement of the Triad, Shift_ed and Volunteer Center of the Triad. Last year, the company announced a $1 million investment in North Carolina students enrolled with Communities in Schools Randolph County and North Carolina Agricultural and Technical State University. Additional Quotes from North Carolina Officials "Toyota's latest expansion in North Carolina is monumental," said Senator Phil Berger. "The additional jobs and increased capital investment are proof that the Triad and our rural communities are prepared to support high-tech manufacturing. I'm thankful for Toyota's dedication to our state and I look forward to seeing it continue to grow and employ hard-working North Carolinians." House Speaker Tim Moore said, "Today's announcement that Toyota will make an additional investment of nearly $8 billion at its newest North American facility right here in North Carolina is a tribute to the hard work the General Assembly has done to ensure North Carolina is the best state for business and innovation." He continued, "Toyota's success is a prime example of how a balanced budget, a strong workforce, and a AAA credit rating pave the way for business growth. Toyota's additional investment in North Carolina is a sign that we are on the right track."

Read More

Manufacturing Technology

Chromalox, Premier Provider of Electric Thermal Solutions, Announces Major Expansion to Ogden, Utah, Manufacturing Facility

Business Wire | October 26, 2023

Operating capacity for the electric heating technology pioneered by Chromalox more than 100 years ago will be expanding at the company’s Ogden, UT, facility during 2024. In conjunction with Utah’s Weber County Economic Development Office, Chromalox announced a major upgrade and expansion to its Ogden factory that produces thermal electric heating technology used for sustainable heating applications in industrial and commercial installations throughout the globe. Chromalox is part of the Electric Thermal Solutions (ETS) Business of Spirax-Sarco Engineering plc, a leading global thermal energy and fluid technology solutions group. The Ogden facility supports Chromalox’s mission of providing customers with highly efficient, modular and scalable electric heating solutions for decarbonization of process heating, steam generation and temperature control systems. When complete, the new building will also be LEED Gold certified, within the LEED framework for healthy, highly efficient and cost-saving green buildings. The Company is investing more than $58 million in a major expansion project with EK Bailey Construction to increase capacity, create jobs and advance to new manufacturing technology, while also implementing key technology and systems in accordance with Spirax-Sarco Engineering’s One Planet Sustainability Strategy. The One Planet vision is to be a global leader in industrial sustainability by increasing energy efficiency, minimizing greenhouse gas emissions and improving water efficiency. To that end, the facility is making a significant investment in a ground source heat pump system to efficiently heat and cool the facility year-round with renewable, geothermal energy. Additional investments will include LED lighting and high efficiency systems to conserve water consumption and improve recycling. State-of-the-art paint booths will utilize environmentally friendly paints and incorporate advanced filtration systems all while reducing operational energy consumption. Investment in Biodiversity Chromalox is committed to investing in the local ecosystem to offset the impacts of the expansion by working to restore nearly five acres in the Ogden Nature Preserve. This work will include restoring natural vegetation, wildlife habitat and land right in the Ogden area that was historically impacted by past military operations and adverse weather. Colleagues working at Chromalox have a strong and proud history of helping their home communities by supporting and leading volunteer activities and projects each year. Teams from the facility coordinate over 12 volunteering and charitable donations projects annually in the fields of education, food insecurity and biodiversity, to name a few. In addition, every colleague is provided 24 hours of paid leave time to perform volunteer work for causes with meaning to them. Why Ogden, Utah? Armando Pazos, President and Managing Director of ETS, praises Ogden as a location with “an experienced workforce (including some with as much as 40 years’ experience with Chromalox, as well as highly qualified future hires), as well as existing infrastructure and certifications for seamless transition to the expanded facility. “Over the recent decades, our engagement with the state of Utah and particularly the Northern Weber County region has been highly effective for Chromalox,” Pazos said. “We have made great strides in our quest to set the bar progressively higher for clean and sustainable energy and to meet these demands with operational excellence. “We are a key supplier to help industrial customers decarbonize with our patented offerings to electrify industrial processes with our electric heating technology and solutions, and Ogden is the center of our operations for the manufacturing of these products,” he concluded. “This upgrade and expansion will increase sustainability and biodiversity at Chromalox’s Weber County facility and is a proactive step in enriching our community,” said Gage Froerer, Weber County Commissioner. “We look forward to working with Chromalox as a global leader in paving the way in thermal electric heating technology.” Project Summary Among its many benefits, the new facility will Continue the Company’s emphasis on ensuring the safety, satisfaction and work environment for colleagues, supporting both retention and recruitment, Provide an environmentally controlled facility to increase product yield and life, Enhance customer service and continuity of supply, and Secure the future growth of the business in which Chromalox’s colleagues and vendor partners can thrive. Chromalox anticipates completion of the new facility by the end of 2024 and will be providing updated news as the project progresses.

Read More