Episode 336 - From Chemistry to Connection: The Role of Marketing, Communications, and Storytelling in (Industrial) Print with Natalie Thrall, Nazdar

In this episode of the FuturePrint Podcast, Marcus Timson speaks with Natalie Thrall, Marketing Manager at Nazdar, about the changing role of marketing, storytelling and communication in industrial print.

Operating in a highly technical world of ink chemistry, performance data and application expertise, Nazdar faces the challenge of translating complex innovation into clear, engaging and commercially relevant stories. Natalie explains why the most effective communication starts not with the product, but with the customer - what they need, what will help their business, and what will make complex technology easier to understand.

The conversation explores how B2B buying behaviour is becoming more like B2C, with customers researching, validating and forming opinions long before direct engagement. Natalie shares how Nazdar is responding through a more focused content strategy built around R&D capability, sustainability leadership, new technologies and partnerships.

She also discusses the growing importance of short-form video, visual proof, customer success stories and authentic brand voice. From high viscosity ink demonstrations to solar panels at Nazdar’s California facility and inks used on NFL helmet decals, the episode highlights how technical performance can be made tangible and relatable.

Natalie also reflects on the balance between storytelling and confidentiality, particularly in OEM work, and explains how internal alignment across R&D, sales and leadership helps create a stronger external message.

A thoughtful discussion on how industrial brands can simplify complexity, build trust and communicate innovation with greater human relevance.