Dianna Huff
Background and Experience
Before founding Huff Industrial Marketing in 2014, I specialized in B2B marketing communications and SEO copywriting under the name DH Communications, Inc.
I initially went out on my own in 1998 because I didn’t want my son in daycare full-time. I like to say I grew a business and raised a son at the same time. The business really took off in 2006 once I published my book, Turning Clicks into Leads Through Search Engine Optimization.
As DH Communications, I worked with global companies, such as Thermo Fisher Scientific, Cabot Corporation, Waters Corporation, SAE International, and Martin Marietta — plus a whole host of small to mid-size companies across the U.S. and around the world.
During this time, I was an in-demand speaker and trainer on the topics of SEO and marketing at industry events and corporations. My work was regularly featured in blogs, the mainstream press, and marketing books. I also worked with several well-known CEOs and authors to ghostwrite marketing books, such as Engagement Marketing, by Gail Goodman, the founder / former CEO of Constant Contact.
I learned a lot, and was pretty busy, but by 2013, I was also burned out. And, my son was now a young man. The day he got his driver’s license, he got in his beat up Toyota Camry (that leaked oil like a sieve — but cost only $600) and peeled out of the driveway, Green Day blaring. I came back to my office and said, “Now what do I do?” Up until then, my second job had been “taxi driver.”
After lots of thinking and reflection, I realized that my love had always been working with smaller manufacturers. So, I closed up the copywriting business, drove to the NH statehouse on my birthday, and changed my business name to Huff Industrial Marketing, Inc. I never looked back.
As I did with DH Communications, I’ve built the business and the existing client base from scratch. It’s been a lot of work but worth it because I feel like I’m making a difference in the lives of the people I work with.
Where I get my manufacturing experience
Before going out on my own, I worked as a Marcom Specialist for Varian Associates (Palo Alto, CA) where I provided Marcom support to two U.S. factories: Analytical Instruments and Nuclear Magnetic Resonance (NMR). In addition to managing six-figure budgets and product launches, I produced three print newsletters for U.S. customers, as well as over a half-dozen translations for business units in South America and Europe.
Before Varian, I spent seven years running the front office of Precision Technical Sewing, Inc., a small woman-owned company in Palo Alto, CA that manufactured custom-sewn cloth products for the military and aerospace industries.
I’m an advocate for American manufacturing because that’s where I come from, plus I know what it’s like to work the shop floor. I spent five years making sails for sailboats in order to put myself through college — all due to taking a home economics class in high school. You can read that story on LinkedIn.
Telling stories . . . how it started
My first job out of college, I was the Membership Coordinator for the Northern California Marine Association. My job included typing up the monthly Association newsletter.
While typing, I’d often think, “This newsletter is soooo boring.”
One day I asked if I could interview members and do write ups. “Yes!” was the response. “Please do!”
I began visiting Association members who offered the services and products associated with the marine industry — from boat building and maintenance to insurance, sales, and retail.
The interviews gave me the perfect excuse for getting out of the office and into the sun. I met many wonderful people and learned quite a bit. I also had fun!
Within a couple of months, members were calling the office — “Can Dianna come interview us?”
Forty years later, I still have that wonderful feeling of fun and excitement whenever I visit a manufacturing facility.
My vision is to keep manufacturing jobs stateside
I do this by putting my money where my mouth is: I buy Made in USA products whenever possible — usually direct from the manufacturer. Why? Because manufacturing benefits our families, local communities, and our country.
I’ve been buying Made in USA since 2015 and now know where everything in my house has been manufactured. Learn more at my Keep It Made USA blog.
In my off time . . .
My dog Rocky, a high-energy German Shepherd, keeps me fairly busy. For those of you who grew up with or have a GSD, he comes from two European working lines: Czech and German. He’s amazing. I can’t imagine my life without him.
I’m also restoring a classic 1960 mid-century modern ranch house. All I have left is the kitchen. I’m proud to say I’ve repaired my own drywall.
My son, James
James is now a programming whiz who has worked for various start-ups. After being laid off, he’s now freelancing for me and various smaller organizations.
The best part of working with him is seeing how much he’s grown — plus his change in perspective. As a teen, he saw me as the stupidest person on the planet. When he began working for me, I was explaining to him my workarounds with Google Ads so that my clients see results on small spends. He listened and then burst out: “Oh my gosh Mom, you’re freaking brilliant.”
He’s also given me fantastic feedback about my business, namely, “Mom, at the other places I worked, we hired agencies. None of them gave us the data and information you give your clients.” Ah, thank you!
Yes, I’m quite proud of him and of the job his father (of blessed memory) and I did raising him. He’s become a nice young man with good values.
