🎙️ LinkedIn Live on Tape Premiere | Sales & Marketing in the Composites Industry: Are We Missing the Biggest Growth Opportunity?

The composites industry is packed with innovation.

But here's the uncomfortable question:

👉 If composites are so powerful, why do so many decision-makers still not understand what we can do?

Recorded live during JEC World 2026 at the JEC Studio Island / Composites Lounge Corner Booth, I hosted a candid panel discussion with four outstanding industry leaders:

✅ Marcy Offner – Composites Business Leader & Industry Advocate & Founder of Women in Composites
✅ Hannah Khusainova – Marketing Director, PRF
✅ Melike Onay – Business Development Expert, Carbon Composites Sector
✅ Katie Holmes – Marketing Director Fluency Business Group & International Composites Summit

Together, we tackled some hard truths:

🔹 Is the composites industry too engineering-driven and not customer-driven enough?
🔹 Why do sales and marketing teams often operate in separate worlds?
🔹 Are we selling products instead of value?
🔹 Why does our industry still struggle with visibility outside the composites bubble?
🔹 Should marketers come from composites—or can great marketers learn to love composites?
🔹 What role should associations, media, events, and industry leaders play in building a stronger collective brand?

One statement from the discussion really stood out:

💬 "We are invisible in the world."

Another:
💬 "You can't teach somebody how to be a marketer, but you can teach somebody how to love composites."

This conversation goes far beyond marketing.
It is about:
✅ Growth
✅ Talent attraction
✅ Market expansion
✅ Innovation adoption
✅ Industry positioning

If you work in composites, advanced materials, lightweighting, manufacturing, engineering, business development, sales, communications, or innovation management, this discussion is for you.

YouTube Episode: https://www.youtube.com/live/tQoWr0-H9L0?si=TuMjus89CBKQxNGe