#237 Composites Lounge Panel on Marketing in the Composites Industry at JEC World 2026

️ 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