The Manufacturing Marketer: Recent Episodes
Gorilla 76
The Manufacturing Marketer aims to provide a place for industrial marketers to skill themselves up so they can provide value to their business. This show is hosted by Gorilla 76 Senior Strategists Mary Keough and Brendon Forrest; marketers who cut their teeth in-house at manufacturing companies.
Each week listen to a mix of Industrial Marketing Live events, topic deep dives, and guest discussions. You will come away with actionable advice you can apply immediately to drive demand and build a revenue pipeline.
We’ve brought back on Randall Zaitz, Gorilla’s Digital Creative Director and a friend of the show.Randall’s been writing about AI’s place in website development, and he has some thoughts on a much needed mentality shift. In short: AI is a tool. But not everything in a website build is a question of tooling. Let’s dig into the differences.
Podcasting has taken over manufacturing. At least, we think so. And today, we’ve brought back Gorilla 76’s Marketing Director Peyton Warren to talk to us about it. We’ve done them for clients, we’re doing it ourselves, obviously, here at Gorilla. Let’s talk about how the sausage gets made, whether it’s a good fit for your business, and the nitty gritty of performance and goals with podcasting.
Most B2B landing pages are built to convert — but what if that's the wrong goal entirely? In this conversation, we'll sit down with Tas Bober, landing page strategist and founder of The Scroll Lab, to rethink how we approach LPs for complex products and services. We'll cover:
- Why on-page conversions are a misleading success metric
- How to build pages that serve buying committees, not just individual clicks
- What it actually looks like to match your landing page to the B2B buying journey
From page structure to messaging strategy, Tas will share what it takes to create landing pages that give buyers the information they need to build a business case and put you on the shortlist.
Brendon and Nihal talk to Kevin McClary, head of performance marketing at Gorilla 76, about what's happening in paid social for industrial companies in 2026: the tactics, the strategy and what's changing with AI.
We’ve brought back our wonderful, and previously regular cohost on this show, Aren Manship – formerly Aren Buresh. For longtime listeners, you’ll already know that Aren is Strategy Director here at Gorilla 76. And today, she’s here to talk about how the strategy department here at Gorilla has been rolling out new AI pilots, and how you might be able to do the same.Want to talk about how you've been using AI? Reach out to podcast@gorilla76.com
Today, we’ve brought Gorilla Senior Strategist Maya Harrington back onto the show after her recent appearance on IMC: Live, where she and Gorilla Strategist Chelsey Trevino discussed their recent work with AI search audits for clients. We wanted her back on the show to talk more about the tactics and tricks she’s learned along the way.Connect with Maya on LinkedIn: https://www.linkedin.com/in/mayaj0nes/Reach out to the podcast: podcast@gorilla76.com
Manufacturers are rushing to understand how they're being represented in ChatGPT, Claude, Gemini and other AI platforms. But running a GEO audit is only the beginning.
In this episode, Gorilla 76 strategists Maya Harrington and Chelsey Trevino share lessons from GEO audits they've conducted across industrial manufacturers. They discuss the patterns they're seeing, common misconceptions and how marketers can avoid getting overwhelmed by a flood of recommendations.
The conversation includes examples of manufacturers that were showing up in AI-generated answers — but not for the industries, applications or buyer problems they wanted to be known for.
You'll learn:
- What GEO audits actually measure
- Why business context matters before you start auditing
- How AI tools associate companies with industries and problems
- The role of foundational educational content
- Why schema markup keeps appearing in audit findings
- How technical content hidden in PDFs can limit visibility
- Practical ways to run a lightweight GEO audit using prompts alone
Whether you're just starting to explore AI visibility or already conducting GEO audits, this episode will help you focus on the actions that matter most.
ABOUT IMC LIVE
IMC Live is the interactive webinar series from the Industrial Marketing Collective — created for marketers at manufacturing companies. Each session is designed to help you connect with peers, sharpen your skills and drive measurable results in your work.
Today, we’re taking a step back from campaigns and other typical bread and butter marketing tactics and talking more about…packaging! Our guest today is Jenny Stanley, Managing Director at Appetite Creative. And she’s here to talk to us about connected product packaging — and how AI is changing the picture.Connect with Jenny Stanley on LinkedIn: https://www.linkedin.com/in/jenny-stanley/
When Fullerton Tool started down the e-commerce path, they weren't trying to build a custom platform. They were trying to solve customer problems.
In this episode, Beth Bauer and Tim Roenicke share how a website that initially focused on inventory visibility and product search gradually evolved into a business-critical tool for quoting, ordering, customer service and distributor support.
One of the most interesting parts of the conversation is how often customer behavior shaped the direction of development. Search functionality led to quoting. Quoting led to new workflows. Distributor feedback led to new features. Internal teams began using the same tools customers were using. Over time, the platform became less about e-commerce and more about removing friction from the buying process.
We discuss:
- The lessons learned from an early failed attempt at e-commerce
- Why product search became the foundation for everything else
- How instant quoting helped speed up sales conversations
- The importance of customer feedback loops
- Why some distributors embraced the platform while others resisted it
- The realities of supporting a custom system in-house
- What manufacturers should consider before deciding to build or buy
This is a conversation about e-commerce, but it's really a conversation about understanding customers and designing digital experiences around the way they actually work.
ABOUT IMC LIVE
IMC Live is the interactive webinar series from the Industrial Marketing Collective — created for marketers at manufacturing companies. Each session is designed to help you connect with peers, sharpen your skills and drive measurable results in your work.
In this episode borrowed from our sister show The Manufacturing Employer, Jon Franko and marketing strategist Ray Reader discuss how manufacturing companies can align their marketing and HR efforts to attract and retain top talent. They explore strategies for employer branding, the importance of authenticity and practical steps for building a strong employer brand.
What separates a CRM that creates clarity from one that creates chaos? In this episode of IMC Live, Gorilla 76 strategist Connor Phillips breaks down how industrial marketers can turn their CRM into a true revenue-driving command center.From cleaning up messy data and improving CRM hygiene to implementing automation, lead scoring and AI-powered workflows, Connor walks through the “crawl, walk, run” framework for building a CRM system that sales and marketing teams can actually trust and use.You’ll learn:Why CRM hygiene matters more than flashy automationHow to standardize data across teamsThe best starter automations for marketersCommon CRM mistakes that wreck reportingHow AI is changing CRM management and data enrichmentTips for migrating from outdated CRM systemsWhether you’re stuck in spreadsheets or scaling a sophisticated HubSpot setup, this episode offers practical advice for getting more value from your CRM.
Campaigns live and die with the LP. That’s what we think, at least. So today, we’re going to dive deeper into the not-so-humble art of the landing page – what goes into a good one, how many you should be running, and all kinds of other things.
In this episode, Peyton and Allen sit down with Jim Olen to talk about what industrial marketers can learn from entertainment and commercial production. The conversation covers storytelling, episodic content, storyboarding, pre-production, ROI and why “just shoot something” usually leads to forgettable marketing. Jim also shares examples from his work with brands like MSC Industrial Supply and how stronger creative direction can help manufacturing brands earn attention — not just explain themselves.
Manufacturers are integrating AI into their own operations, and it’s more than likely that that includes your own company. So how do we message around it? And, should we? To help us sort this out, we’re talking to Bryan DeBois, Director of Industrial AI at RoviSys.Connect with Bryan on LinkedIn: https://www.linkedin.com/in/bryan-debois/Learn more about RoviSys: https://www.rovisys.com/
In this episode, Nihal, Brendon and Peyton discuss how industrial marketers can and should respond during times of significant economic and geopolitical upheaval. They explore the timing, relevance, tone and channels for effective communication about sensitive topics like tariffs, war and market disruptions.
E-commerce in B2B industrial isn’t as simple as launching a storefront. So what does it look like when it works? In this IMC Live session, Peyton and Allen talk with Tyler Simmons of Energy Management Corporation about how VFDs.com has built an e-commerce engine over the past decade — and what it takes to make it work.
Today, we’ve brought on Mark Worger from MarTech3D to talk more about product visuals. When we’re thinking about product illustrations, we’re often talking about photos and videos. But Mark does work bringing these kinds of products for industrial companies to life, and we want to find out more.Learn more about MarTech3D: https://www.martech3d.com/
With AI and other options available for getting insights from customers, what’s the point of the humble customer interview? And, how do you strategize these calls to get the most out of them? In this IMC Live session, Allen talks to Nihal and Stephanie, writers at Gorilla, to dig into how to get the most bang for your buck out of a customer research interview.
Today, we wanted to run a bit of a thought experiment on organic social. As an agency, we’ve often recommended that clients turn email or well performing paid social content into organic social posts for added engagement. But what if we’ve got it backwards? What if organic social is the lab for testing new marketing approaches? Peyton joins Brendon and Nihal to discuss.
What happens when you give customers a place to explore — not be sold to?In this episode, Peyton Warren and Allen Fennewald talk with Julie Runez of Lehnen Industrial Services about the Lehnen Lab — a space designed to de-risk automation decisions that’s become a powerful driver of trust, content, and pipeline.They break down the idea of the “$0 zone,” why community works in industrial, and what marketers can learn from creating something customers can actually experience.STAY CONNECTED🔗 Learn more about the Industrial Marketing Collective: https://industrialmarketingcollective.com🔗 Gorilla 76: https://www.gorilla76.com🔗 Register for the next IMS Live show: https://www.gorilla76.com/industrial-marketing-live🔗 Julie at Lehnen Industrial Services: https://www.linkedin.com/in/julie-runezABOUT IMC LIVEIMC Live is the interactive webinar series from the Industrial Marketing Collective — created for marketers at manufacturing companies. Each session is designed to help you connect with peers, sharpen your skills, and drive measurable results in your work.
This is our first video edition of TMM! Check out the link to watch the show on Youtube: https://www.youtube.com/watch?v=kp6flj5Se-QTaylor Corrado from Wistia joins Nihal and Brendon on The Manufacturing Marketer for our first ever video-podcast. The topic? Video, obviously. We're covering video trends for industrial marketers in 2026 — on social, through webinars, and in a marketing landscape hooked on AI.Connect with Taylor on LI: https://www.linkedin.com/in/taylorcorrado/
FOMO no more! Tune in for a glimpse of the Industrial Marketing Summit as it happens. Peyton sits down with four attendees to get their take on what they’re learning and how they plan to put it into action as soon as they get back to their desks.We’ll hear from: Lauren Burkle, Creative Strategist at Shive-HatteryAndrew Cameron, Digital Marketing Coordinator at Harpak-ULMATom Dykstra, Marketing & Brand Manager at Cimco-GC SystemsMcKenzie Raduns, Creative Strategist at Shive-Hattery
Today, we’re talking to John Greely from Navu, where their team is working on integrating LLMs into business websites. What we want to find out is what the advances in LLM technology offer your website work, and how the websites of 2026 might look different from those in the years past.Connect with John on LI: https://www.linkedin.com/in/greely/
Manufacturing companies are struggling with maintaining their workforce. Where does marketing come in to help solve it? Wes Temple and Ray Reader, G76 strategists, talk with the IMC Live crew about hiring and retention.
We’re talking today with Emily Ting from CCS America about her experience building a B2B e-commerce portal for CCS America – a project that taught her, and will hopefully teach us, a lot about what’s most important in this process.Connect with Emily on LI: https://www.linkedin.com/in/emily-ting/
Katie Parlin from Flow Waterjet joins the show to talk about how she rebuilt her company's product launch framework from the ground up.Connect with Katie on LI: https://www.linkedin.com/in/katieparlin/Connect with Peyton on LI: https://www.linkedin.com/in/peytwarren/Connect with Allen on LI: https://www.linkedin.com/in/allen-fennewald-b0256984/
Brendon and Nihal talk with Lysa Goodman, Marketing Manager at Sugino Corp, about her experience running ads on Reddit. We talk all about where this platform might be most useful to industrial marketers.Connect with Brendon on LinkedIn: https://www.linkedin.com/in/brendonforrest/Connect with Nihal on LinkedIn: https://www.linkedin.com/in/nihal-shetty-267658214/Connect with Lysa on LinkedIn: https://www.linkedin.com/in/dsfpg/
Peyton talks with Randall Zaitz, Digital Creative Director at Gorilla 76, and Kevin McClary, Head of Performance Marketing, about what goes into launching a successful website overhaul.
Today we’re talking all about commodities. And if your job involves marketing them, you might sometimes feel a bit out of the loop when it comes to typical industrial marketing strategy – even things like positioning become a lot more challenging when we’re talking about these products. So what do you do instead? Let’s talk about it.Connect with Brendon on LinkedIn: https://www.linkedin.com/in/brendonforrest/Connect with Nihal on LinkedIn: https://www.linkedin.com/in/nihal-shetty-267658214/
We covered a lot in our 22 IMC Live episodes this year, so we’re gonna run through our thoughts on what was flashy and what we think is foundational and worth carrying forward into 2026. No context. Just the list. Then, Allen and Peyton will dive in to a few specifics.
What are industrial marketers looking forward to in 2026? Brendon and Nihal link up with IMC: Live hosts Peyton and Allen to get into it.
Today, we’re getting a little zany. Since we’re approaching the end of Q4, we wanted to make an episode checking in with you about your budgets for the upcoming year. And what we specifically want to talk about is the role of an experimental line in your marketing budget - why it matters, and how you can use it. Let’s dig in.
Almost everyone's using generative AI, but not in the same ways. And why are the best use cases being gatekept by marketers in the know? Peyton and Allen lead a discussion with other Gorillas to go through the use cases and AI strategy most exciting for industrial marketers today.
Today, we’re talking with Director of Projects here at Gorilla 76, Alex Monroe. Alex has been reshaping the way we do work here at Gorilla from a project management viewpoint, and he has some ideas for industrial marketers broadly on what they can do to manage their workload and deliver results on time. Let’s dig in.
Most manufacturers don’t have a positioning problem. They have an implementation problem.In this episode of IMC Live, Gorilla 76’s Peyton Warren and Allen Fennewald sit down with Brendon Forrest to explore why messaging often falls flat inside manufacturing organizations — and how marketers can finally put their positioning to work.You’ll learn how to spot alignment gaps, build a feedback loop with sales, and turn a dusty one-pager into messaging that actually drives better conversations, better leads and better results.Whether you're updating your homepage, refining your sales deck or trying to get your internal team on the same page, this conversation is packed with practical steps you can use immediately.We cover:🔸 The alignment gaps that break messaging (and how to fix them)🔸 How to turn positioning into sales-ready tools (homepage copy, decks, one-sliders) 🔸 Practical ways to test messaging: website behavior, analytics & sales calls🔸 Why internal marketing matters just as much as external marketing🔸 Real stories from in-house marketers making positioning stick inside their orgsSTAY CONNECTED🎟 Industrial Marketing Summit — March 3–5, 2026 • Austin, Texas https://industrialmarketingsummit.com/💬 Join the Industrial Marketing Collective — a free community for marketers at manufacturing companies https://www.industrialmarketingcollective.com/🎧 Manufacturing Marketer Podcast https://www.gorilla76.com/the-manufacturing-marketer/🔗 Connect with Brendon Forrest on LinkedIn https://www.linkedin.com/in/brendonforrest/🦍 Subscribe to Gorilla 76 on YouTube https://www.youtube.com/channel/UCn-g5UzBxZ7_CAknk5HJC_gNEXT IMC LIVE🗓 December 4, 2025 — “How Gorilla 76 Uses and Thinks About Generative AI” Register here: https://www.gorilla76.com/industrial-marketing-liveABOUT IMC LIVEIMC Live is the interactive webinar series from the Industrial Marketing Collective — created for marketers at manufacturing companies. Each session is designed to help you connect with peers, sharpen your skills, and drive measurable results in your work.
We’ve brought Kelly Battaglini, back from her recent episode on product marketing to dig more into product launches.Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kbattaglini/
How industrial marketers can use product marketing to drive real sales momentum.What does great product marketing look like inside a manufacturing organization? And how can small teams adopt enterprise-level tactics to drive results?In this episode, Gorilla 76’s Peyton Warren and Allen Fennewald sit down with Kelly Cicconi Battaglini — a 13-year product marketing leader at Phoenix Contact — to break it down.You’ll learn how to:- Influence sales, even when it feels out of reach- Align marketing and sales through incentives and collaboration- Energize your distributors and channel partners- Craft value propositions that stick- Launch (or relaunch) products that actually move the needle- Manage internal approvals and stakeholders without getting stuck- Adapt big-team strategies for small-team successWhether you’re launching a product, supporting sales or managing distributor relationships, this episode is packed with practical advice you can apply right away.RESOURCES🎟 Industrial Marketing Summit — March 3–5, 2026 in Austin: https://industrialmarketingsummit.com/💬 Join the Industrial Marketing Collective: https://www.industrialmarketingcollective.com/🎧 More from the Manufacturing Marketer Podcast: https://www.gorilla76.com/the-manufacturing-marketer-podcast/🔗 Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kbattaglini/NEXT IMC LIVE🗓 November 20, 2025 — “Yep. You have a positioning problem.”Save your seat: https://www.gorilla76.com/industrial-marketing-live##TAGSindustrial product marketing, manufacturing marketing, B2B product marketing, product launch strategy, distributor marketing, channel marketing, value proposition messaging, sales enablement for manufacturers, Phoenix Contact, Gorilla 76, Manufacturing Marketer Podcast, Kelly Cicconi Battaglini
Brendon Forrest, Allen Fennewald and Wes Temple from Gorilla 76 show you how to build marketing budgets leadership will approve. Learn to work backwards from revenue goals, calculate cost-per-lead and balance digital versus traditional spend.We'll cover:- Working backwards from revenue goals to determine actual budget needs- Calculating close rates, SQL conversion and cost-per-lead to justify spend- Balancing brand building with demand capture spend- Using digital-first budgeting to show what works- Avoiding mistakes like building budgets in silos and skipping experimentation funds- Tracking expenses throughout the year to strengthen future planningIf you run marketing at a manufacturing company this conversation delivers methods for budget planning backed by real data you can defend.For industrial marketers, manufacturing marketing managers and B2B marketing leaders preparing for 2026.
Marketers are asked to build brand and drive results all at once. But doing both well starts with knowing how lead gen and demand gen really work, and how to use them together. Allen talks with Gorilla 76’s Aren Buresh and Peyton Warren about what’s changed in 2025, what still works, and how to tell if your brand is ready. You’ll leave with clear, actionable advice and a smarter way to think about your funnel.
We’ve brought back Josh Rozman from a recent IMC: Live episode on call attribution. And if you’ve listened to that show, you’re probably also aware that Josh’s company, Oberlin Filter, has a pretty cool mascot that Josh has spearheaded. We want to dig further in, and really get to know Josh as a marketer and see how his thinking on marketing intersects with our own.
Today we’re stepping back from some of our more tactical discussions to talk about the industrial world at large. Donald Trump’s presidency has meant a lot of changes for industrial America, and we want to take an episode to talk about how.
In this episode of IMC Live, Peyton and Allen talk with Taylor Corrado, senior director of brand marketing at Wistia, about how modern B2B marketers can get more from their video content.You’ll hear how Wistia repurposes its State of Video report across formats and channels — and how you can apply the same thinking to your own webinars, podcasts and product videos.
Today, we’re talking about the metrics that matter for your marketing strategy, across the entire funnel. What should we be thinking about? And what might be a distraction? Brendon and Nihal dig in.
In this episode of IMC Live, we sit down with Josh Rozman — the one-person marketing team at Oberlin Filter Company — to unpack how creativity and tech are reshaping industrial marketing.Josh shares how he tackled one of manufacturing’s biggest challenges: marketing attribution. From “ghost hunting” lead sources to rolling out call tracking via CallRail, Josh talks us through the tools and tactics helping him earn internal buy-in and optimize spend.But that’s just half the story.We also meet Phil — an AI-powered chatbot and animated brand mascot that handles weekend calls, screens leads and helps humanize Oberlin’s technical offerings. Phil isn’t just a gimmick — he’s a scalable, brand-owned asset helping bridge the gap between web traffic and sales conversations.
In Part 2 of our series of conversations about positioning, Brendon and Nihal talk about how we handle positioning deliverables and what exactly the final product should look like. And, we talk a lot more about B2B marketing guru April Dunford.
Most manufacturers don't know how to quantify marketing success, so they default to asking "What's the ROI?” after three or six months. But when you're selling CapEx equipment through a longer, complex and consultative sales cycle, answering the ROI question can get messy. In this show, we welcome Gorilla 76 co-founder Joe Sullivan to the stage to examine both the leading signals and trailing metrics to know if your marketing program is positioning you for business growth and how to talk to your executive team about its progress.
All about positioning. Podcast co-host Brendon has been doing a lot of work on positioning and how it’s handled at Gorilla over the past couple of months, and co-host Nihal has some questions.
On this episode of IMC Live, Peyton and Allen sit down with Gorillas James Boeckmann, Randall Zaitz, and Jenny Wang. The topic? All about making marketing more fun — and why that’s more than just a nice-to-have. When energy is high, people are engaged and positive, and the work tends to be better. So we’re asking: How do you bring energy to the work, especially when it’s repetitive or feels like a grind?
In this episode, our host Brendon talks with Matthew Sciannella, senior director of demand generation at Refine Labs and former strategy director at Gorilla 76, about how industrial marketers can think differently about building and engaging communities.Along with Peyton, they explore:- What community looks like in a B2B manufacturing context- How webinars have evolved into more interactive, audience-first experiences- The interplay between thought leadership, performance marketing and the Four P’s- Practical takeaways from real marketing efforts — and where we're going nextWhether you’re testing new tactics or refining what already works, this conversation offers a grounded look at how community can bolster your brand.
In this special episode, we look back on five years of IMC Live. After 100 shows and nearly $3 million in influenced revenue, Peyton, Allen and Brendon break down what it really takes to build a content program with staying power. You’ll hear what worked, what didn’t and what’s next for the Industrial Marketing Collective.
It's Gorilla Week at Gorilla 76, our annual company-wide get together. To celebrate, Nihal and Brendon wrangle their largest panel to date. Tune in to hear our hosts quiz a handful of strategists, content creators and performance marketers about recent projects they've been tackling for manufacturing clients.
Brendon, Nihal and Peyton sit down with Kevin McClary, who you might have caught on last week’s IMC: Live – and some previous episodes of this very podcast. He’s bringing us some more insights on AI, paid search, ads inside of LLMs and a whole lot more. Let’s dig in.LINKSLearn more about Industrial Marketing Summit at https://industrialmarketingsummit.comLearn more about Gorilla 76 at https://gorilla76.com
Search engines aren't the only place people are querying anymore. With the rise of AI tools like Gemini and ChatGPT, how can we expect the world of paid search to change? We've brought performance marketers Kevin McClary and Brandan Davis on the show to discuss.
For B2B marketers, revenue targets are only a starting place. Tune in as Brendon and Peyton discuss how they break company goals into marketing program specific outcomes you can measure against. Want to join the conversation? Reach out to us at themanufacturingmarketer@gorilla76.com.
Logos, typography, colors and so much more. We bring TJ back on for Part 2 of our conversation on all things design.
Today, we’re kicking off a two part conversation with designer TJ Sheridan, another member of the Gorilla 76 crew. In this conversation, we’ll be tackling branding and rebranding projects for industrial companies.
Gates are for livestock.
That’s the take from our guest, Craig Coffey, Content Strategy and Marketing Manager at Eaton's residential division. With 20 years of experience at industrial giants like Parker Hannifin, Lincoln Electric, and Caterpillar, Craig joins the Industrial Marketing Collective to discuss the when, if, and how to gate content.
The conversation explores why
• Your "white paper" might be a brochure
• How to create content that builds a real audience willing to engage with you
• The challenge of getting sales alignment
• And why the best answer to the gating question is often a qualified "it depends"
Connect with Craig on LinkedIn
Marketing without data is like driving without a map — and you don’t want to get lost in the woods. Fortunately, on today’s episode, we’ve brought on Paul Ince, CEO of LikeMind Media, to share insights from the 2025 B2B Buying Decisions Report. We’ll dig into what their team’s research has shown us about how buyers are researching and making purchasing decisions, and how these insights can help guide industrial marketers today.Check out the report here: https://www.likemind.media/b2breport2025/
Marketers often find themselves as the task masters behind company events: Trade shows, an open house, a plant tour or a customer appreciation party. And while there are times these events just need to happen, there are also times when there are opportunities to level up the experience.Enter today’s guest: Chris Casey, founder and effectuator at CJC Works, an experiential marketing company based in Wisconsin, U.S.A.
Homepage Hero Horror! When people land on homepages to get acquainted with manufacturing companies, what are the mistakes these manufacturers make that weaken that initial impression? Nihal and Brendon talk about it.
Speaking at live events is a great way to harness the expertise of your engineers and product experts and present it at scale. However, too many companies try to turn these opportunities into a sales pitch and seriously undercut their effectiveness. So how do you do it right? That’s what we’ll tackle today.
How do you make content not just more compelling, interesting, and insightful, but also a delight to read? Rose Hansen, writer and Director of Accounts at Gorilla, is here to talk about it in this week's IMC Live.
Peyton and Nihal bring Mike Hill, General Manager at Big Rocks Engineering, back onto the podcast to talk about a question that arose during our last IMC: Live episode: What do you do when engineering is getting in the way of releasing marketing content? How can marketers and engineers work better together? Let's talk about it.
On this week’s IMC Live, we talk about marketing by and for engineers with Mike Hill, General Manager and Product Development Expert at Big Rocks Engineering.
Brendon and Peyton dive back into leveraging gated pricing content as a call-to-action – and if we even should – with Dale "The Pricing Guy" Underwood of SafePrice.io.Revisit part one of Dale's conversation on IMC Live by listening to the previous episode here in your podcast player or watching the screen-share version on YouTube: https://youtu.be/TpwIDizrVkE
Dale Underwood joins Industrial Marketing Collective: Live to talk about his concept of pricing curiosity -- and exactly how it can drive conversions.
You may have caught our IMC Live episode with James Boeckmann, Content Director here at Gorilla and a dear friend. He talked about longform content for short attention spans, and it turned into a conversation that kind of led into some of the ways our thinking on content has evolved over time. Time to dig deeper.
We’re joined by Gorilla 76 Content Director James Boeckmann to talk us through longform content's role in marketing.
Industrial Marketing Summit organizer and Gorilla 76 Marketing Director, Peyton Warren, sits down with Aren to discuss favorite moments and takeaways from the Industrial Marketing Summit in Austin this past February.
Today we’ve got Grace Halverson, Senior Writer here at Gorilla 76 and a clean up expert – which is great because we’re talking about the trendy topic of Spring Cleaning marketing edition: refreshing content, cleaning up your CRM, and focusing on tactics with impact.
Allen Fennewald from Gorilla 76 asks questions from the floor of MAMstrong to talk all things trade show with marketers.
This week we’re joined by content creating maverick, Jordan Yates, to talk about not the marketing, but the marketer. We all want to advance our careers – obviously you are here listening to this – but we don’t often talk about what that advancement truly looks like. So enter Jordan! She’s a Technical Solutions Manager at Noble Corporation and the creator of Jordan Yates Marketing, where she leverages her engineering background helping industrial businesses to create fun and relatable technical content, train their teams on how to use LinkedIn effectively, and manage their Business LinkedIn profiles. Oh and she has a YouTube channel and a podcast. So you could say she keeps a little busy.
This week we’re joined by Schuyler Van Sickle, a serial entrepreneur and the Founder & CEO of 3MERA, a company dedicated to empowering US manufacturers through quote un-quote “digital transformation” – Digital Transformation sure is a buzzword lately isn’t it folks?!We’ll we’re excited to unpack it with Schuyler!
Today, we’re joined by David Peterson, Director of Engineering Content at Control.com, which is the largest online community of Automation & Control Engineers. Control.com, a community from EETech, is also a sponsor for the Industrial Marketing Summit, so we’re super excited to talk with them today and see them down in Austin next week!David has done a lot of research on what engineers read/don’t read, how to best convey information to them and what their preferred sources of critical information are. We’re going to dig into how you can tailor your messaging to engineers so it lines up with what they want (and need) to hear.
This week’s topic is about what sometimes feels like speaking a foreign language: Creating technical content with the help of engineers.We’ve got two experts joining us to translate. TREW Marketing Senior Content Strategist Jamie Tokarz and Sr. Brand and Content Strategist Morgan Norris.
Today, we’re talking about how to audit your current marketing activities. Is it worth it to continue doing them in 2025? If not, how do you justify that to leadership? Especially if it’s something “we’ve always done."We’re going to talk through a framework for assessing your current marketing mix with a mix of qualitative and quantitative factors to consider.
Today, we’re going to dig a little deeper into the conversation about emails we had last week, on Industrial Marketing Collective: Live. We’re going to get a little bit more tactical here.What goes into a good-looking email that gets clicks? Should you use a template, or plain text? And how should you handle your marketing email workflow?We’ve brought TJ Sheridan, designer here at Gorilla, to join the conversation.
Email nurture campaigns are critical for keeping your brand top-of-mind with your audience, delivering personalized content that resonates, and establishing trust by sharing value-driven insights. Whether you’re nurturing leads, strengthening relationships with existing customers, or positioning your company as an industry leader, email offers an opportunity to connect on a deeper level.Today, we’ll explore the why and how behind successful nurture campaigns, from audience segmentation and content strategies to measuring ROI and keeping your emails engaging.
Aren and Nihal talk through lessons learned in 2024 and how they're planning on approaching industrial marketing in 2025.
It’s tradition. For 3 years running now we’ve saved the final show of the year to bring a big ol’ troop of Gorillas together for a special Ask Me Anything episode.
Today, we’re joined by Randall Zaitz, Digital Creative Director at Gorilla 76, and Rui Huang, Lead Developer here at Gorilla, to talk about the move toward block-based websites in Wordpress. Why are people getting excited about it? And what does it mean for the future of your site?
Today, we’re talking about how to make an impact with marketing at a global company. So, to help us solve this puzzle we’re welcoming Karlaa Gregory and Brittany McCall from Sumitomo Drive Technologies.
With Thanksgiving cutting into our normal recording schedule, we thought we'd provide you all with a replay of an IMC Live episode from 2023.We are going to be talking about the creme de le creme of marketing: social proof.Peyton, Brendon and Allen get together to talk about why social proof is powerful in the framework of demand gen, and how it can be done right.
A lot of us have heard about the big manufacturing trade shows like The International Manufacturing Technology Show and FABTECH. Those big trade shows can provide a lot of opportunities. But for many of us, a smaller mid-sized trade show could offer higher quality opportunities, if you do it right. As we know when it comes to high-quality leads, sometimes you can do a lot with a little.So, to help us better understand the magic of the mid-sized tradeshow, we’re happy to be joined by Andrew LeGrand, industrial marketer at the Missouri Association of Manufacturers, aka MAM.
Today, we’re joined by our marketing designer TJ Sheridan to talk about how to build a strong visual brand as a marketing team without a full time designer. Branding can feel pretty daunting. What elements make up a strong visual brand? How do you know if you need to update your branding or not? What can you do yourself and what should you try to outsource?
Brendon and Aren discuss challenges with targeting niche B2B audiences and share alternative tactics like building custom lists to overcome platform limitations. They cover the pros and cons of native targeting vs. lists and when to use each approach. Tips include leveraging internal SMEs, targeting subsets of industries, and continuous refinement.
What you need, what you don’t, and how it’s used - refine your marketing tech stack with these foundational tools. Listen in on Peyton, Brendon, Kevin and Patrick talking about everything from integration to use cases with the IML community.
You’ll learn about:
What our tech stack looks like How to troubleshoot on Wordpress & with tag plugins The necessary tech stack for a small marketing team What tools our IMLers use & how they use it
Not every campaign you run will be homerun out of the gate. But we can get into them surgically and diagnose the problem.
Patrick joins today to share his philosophy on zooming out and then zooming into problems. This method will help you understand if any external or messaging issues you might have while zooming in looks at technical aspects of campaigns that might be off.
Give your future customers the gift of going second with social proof marketing. In this conversation G76 Conversion Writer Allen Fennewald joins Brendon and Peyton to unravel the path to successful storytelling. We cover:
Making the most of customer interviews How one long-form case study can become all the content you need for a social proof campaign Common pitfalls
– Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live
Now that Google Analytics 4 (GA4) is actually here, how confident do you feel that you're using it effectively? In this screen-share heavy episode, we cover: What has changed from UA to GA4 Reporting views worth exploring Events and metrics that matter to leadership How to archive your data from your old UA properties – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.
Mary and I continue our conversation from last week on her first 122 days as Head of Marketing at a SaaS company.
In this special episode, Peyton and Brendon welcome back former IML co-host Mary Keough. Mary has been the head of marketing at Map My Customers for 122 days (at time of publication). In that time, she’s launched an entire Go-To-Market strategy in the form of positioning, content, demand generation and live events. Tune in to hear how she did it.
Don't miss the next Industrial Marketing Live show by registering at industrialmarketinglive.com
In this episode, we're talking about a foundational element of go-to-market strategy: the narrative.
Joining us to unpack how story provides the framework to really get at what you sell and why it matters is G76 writer and novelist Grace Halverson. Simply put: Stories are memorable. And when well told well, they can help your buyer advance in their customer journey as the plot marches forward. Commit to telling the same story in every facet of your marketing, and its power is amplified.
– Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.
Brendon and Aren explore the crucial groundwork that industrial marketers must undertake before launching effective content and campaigns. They emphasize the importance of customer interviews, positioning, brand storytelling, and content planning.
Brendon underscores that impactful marketing begins with customer insights and strategic thinking. Instead of hastily creating content and campaigns, investing time upfront yields long-term benefits for both businesses and customers.
Aren encourages marketers to treat their foundational work as a living document, continuously updating it based on fresh customer insights and market changes. Sharing these insights across departments ensures a cohesive brand story that supports sales, customer service, and product development efforts.
Both agree that customer interviews are essential in discovering genuine pain points and opportunities. They discuss how to create a positioning strategy that connects unique features to tangible value, develop a customer-centric brand story, and formulate a research-driven content plan.
Ultimately, the key takeaway is that by dedicating time and effort to building a solid foundation through customer insights and strategic thinking, industrial marketers can craft marketing communications and campaigns with compelling value propositions that make a lasting impact.
Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.
As marketers, some of the levers we’d like to pull seem harder to reach. Culture is one of those levers, but its effects (good or bad) run deep. Spoiler alert: We believe strong culture begets stronger marketing. So how can we strengthen our company culture from our marketing seats? We dive into that and more with Jon Franko, culture-building champion and co-founder of Gorilla 76. – – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.
James joins Mary and Brendon again to discuss what makes an effective email marketing strategy. James dives deep on writing emails people actually want to read.
How should manufacturers use email to connect with their customer lists? Are newsletters still worth doing?
Our answer might surprise you! Join Mary, Brendon and James as we talk through everything from segmentation strategies and frequency to metrics worth reporting.
— If you enjoyed this conversation, we hope you’ll consider joining Industrial Marketing Live during one of our future sessions! Learn more and register for upcoming events at https://www.industrialmarketinglive.com.
What would you do if you could go back in time and back in-house with your current knowledge? That is what Brendon and Mary asked Matt on this episode of The Manufacturing Marketer.
We welcome IML veteran and Refine Lab's Director of Demand Gen Matt Sciannella onto the stage to share what he has learned since shifting industries from manufacturing to SaaS.
We'll pick his brain about:
His professional transition to SaaS A better structure for marketing programs Reporting and data visualization — If you enjoyed this conversation, we hope you’ll consider joining Industrial Marketing Live during one of our future sessions! Learn more and register for upcoming events at https://www.industrialmarketinglive.com.
The term "demand generation" can be thrown around as an industry buzzword. In the episode, Mary and Brendon talk about what demand generation actually means for industrial companies. ∙ Defining what results mean ∙ Timeline to marketing ROI ∙ Why results take time
Be sure to check out our full discussion on Industrial Marketing Live for more details here: https://youtu.be/QUe6jdibFXM
Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
Featuring Chris Belli, Vice President of Marketing and Business Development at Studio Sciences.
Following up on the conversation from the last episode, Mary and Brendon ask Chris to delve into how industrial companies can start implementing a total customer experience program.
Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
Featuring Chris Belli, Vice President of Marketing and Business Development at Studio Sciences.
On this session of Industrial Marketing Live, Chris shares his takeaways on the importance of customer experience and how your brand fits into the big picture. _____
If you enjoyed this conversation, join our next session of Industrial Marketing Live! Learn more and register at https://www.industrialmarketinglive.com
On this session of Industrial Marketing Live, we jump in and build a marketing plan outline you can use to drive real results in 2023
We discuss: - How to think about your marketing strategy - The outline of a marketing plan: narrative, opportunities, messaging, content strategy, distribution plan, measurement
— If you enjoyed this conversation, we hope you’ll consider joining Industrial Marketing Live during one of our future sessions! Learn more and register for upcoming events at https://www.industrialmarketinglive.com.
Featuring Michael Murphy from Hike2
Your CRM is more than a marketing or sales tool. It is a business tool that allows you to make intelligent business decisions when used right. Our guest, Michael Murphy a Senior SalesForce Consultant at Hike2, shares his insights on getting buy-in from leadership.
This conversation was a continuation of an episode of Industrial Marketing Live: https://youtu.be/ccZn3EoQknI
Hike2 is a digital solutions consultancy focused on helping their clients become better companies for their customers. They help their customers unlock the potential of their organization, through technology, and all along their customers’ journey.
Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
Featuring Joe Sullivan, Co-Founder of Gorilla 76
At most manufacturing companies many marketers struggle to get a seat at the table to discuss business strategies and create coherent marketing plans off those strategies. Our guest, Joe Sullivan, fought this problem from the agency side. Learn how he overcame this to get marketing at a seat at Gorilla 76's clients.
Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com
Featuring Gorilla 76 Co-founder Joe Sullivan
In this session of Industrial Marketing Live, we welcome Joe Sullivan to the stage to discuss the impact having a seat at the proverbial (and literal) table can make on your growth as a marketer.
We cover: - The importance of asking questions and where to start - Shifting the conversation with leadership from tactics to business goals - Money and why you need to be comfortable talking about it
Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com