The Manufacturing Marketer

Getting customer research right | IMC Live

Thu, 09 Apr 2026 09:00:00 +0000

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.

The organic social laboratory

Thu, 02 Apr 2026 09:00:00 +0000

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.

They built a “$0 sales zone”… and it changed everything w/ Julie Runez | IMC Live

Thu, 26 Mar 2026 09:00:00 +0000

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-runez 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.

SEE DESCRIPTION: What's going on with video in 2026? w/ Taylor Corrado

Thu, 19 Mar 2026 16:00:00 +0000

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-Q Taylor 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/

Real-time takeaways from Industrial Marketing Summit 2026 attendees | IMC Live

Thu, 12 Mar 2026 09:00:00 +0000

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-Hattery Andrew Cameron, Digital Marketing Coordinator at Harpak-ULMA Tom Dykstra, Marketing & Brand Manager at Cimco-GC Systems McKenzie Raduns, Creative Strategist at Shive-Hattery

How do LLMs fit into your website? w/ John Greely

Thu, 05 Mar 2026 10:00:00 +0000

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/

Marketing's role in workforce recruitment and retention w/ Wes Temple and Ray Reader | IMC Live

Thu, 26 Feb 2026 10:00:00 +0000

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.

Ecommerce deployment headaches w/ Emily Ting

Thu, 19 Feb 2026 10:00:00 +0000

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/

How she built it: an industrial product launch framework w/ Katie Parlin | IMC Live

Thu, 12 Feb 2026 10:00:00 +0000

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/

LinkedIn is OUT, and Reddit is IN? w/ Lysa Goodman

Thu, 05 Feb 2026 10:00:00 +0000

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/

Prepping for website overhauls | IMC Live

Thu, 29 Jan 2026 10:00:00 +0000

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.

Is marketing commodities the worst job in industrial marketing?

Thu, 22 Jan 2026 10:00:00 +0000

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/

Looking Back on IMC Live 2025 | IMC Live

Thu, 15 Jan 2026 10:00:00 +0000

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.

2026 Dreams

Thu, 08 Jan 2026 10:00:00 +0000

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.

Why You Need an Experimental Line in Your Marketing Budget

Thu, 18 Dec 2025 10:00:00 +0000

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.

How Gorilla 76 is Using AI Right Now | IMC Live

Thu, 11 Dec 2025 09:00:00 +0000

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.

Project Managing Your Marketing w/ Alex Monroe

Thu, 04 Dec 2025 10:00:00 +0000

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.

Stop letting your positioning die in OneDrive | IMC Live

Thu, 27 Nov 2025 11:00:00 +0000

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 orgs STAY 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_g NEXT IMC LIVE 🗓 December 4, 2025 — “How Gorilla 76 Uses and Thinks About Generative AI” Register here: https://www.gorilla76.com/industrial-marketing-live 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.

Product launches and working with channel partners w/ Kelly Battaglini

Thu, 20 Nov 2025 10:00:00 +0000

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/

B2B product marketing from inside an industrial automation company with Kelly Battaglini | IMC Live

Thu, 13 Nov 2025 11:00:00 +0000

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 success Whether 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 ## TAGS industrial 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

Building your 2026 manufacturing marketing budget: data-driven planning for industrial companies

Thu, 06 Nov 2025 11:00:00 +0000

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 planning If 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.

Lead Gen and Demand Gen: Connecting short-term wins with long-term growth | IMC Live

Thu, 30 Oct 2025 09:00:00 +0000

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.

Getting Creative: Building a Brand Mascot w/ Josh Rozman

Thu, 23 Oct 2025 09:00:00 +0000

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.

Revisiting Industrial Policy Under Trump

Thu, 16 Oct 2025 09:00:00 +0000

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.

Smarter Video Marketing for B2B: A Playbook from Wistia | IMC Live

Thu, 09 Oct 2025 09:00:00 +0000

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.

Metrics that Matter

Thu, 02 Oct 2025 09:00:00 +0000

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.

Cartoons and Call Tracking | IMC Live

Thu, 25 Sep 2025 09:00:00 +0000

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.

Talking about April Dunford

Thu, 18 Sep 2025 09:00:00 +0000

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.

Marketing ROI | IMC Live

Thu, 11 Sep 2025 09:00:00 +0000

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.

Getting into Positioning

Thu, 04 Sep 2025 09:00:00 +0000

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.

Making Work Fun Again | IMC Live

Thu, 28 Aug 2025 09:00:00 +0000

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?

Community-Driven Marketing, Reimagined for Industrial Brands w/ Matthew Sciannella

Thu, 21 Aug 2025 10:00:00 +0000

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 next Whether you’re testing new tactics or refining what already works, this conversation offers a grounded look at how community can bolster your brand.

The Business Impact of 99 Webinars | IMC Live

Thu, 14 Aug 2025 10:00:00 +0000

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.

The Gorilla Team's Favorite Recent Projects

Thu, 07 Aug 2025 10:00:00 +0000

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.

More on Paid Search and AI w/ Kevin McClary

Thu, 31 Jul 2025 09:00:00 +0000

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. LINKS Learn more about Industrial Marketing Summit at https://industrialmarketingsummit.com Learn more about Gorilla 76 at https://gorilla76.com

Paid Search in the Age of AI | IMC Live

Thu, 24 Jul 2025 09:00:00 +0000

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.

Goal Setting for the Goal Getter

Thu, 17 Jul 2025 10:00:00 +0000

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.

Design Talk w/ TJ Sheridan (Part 2): In the Weeds

Thu, 10 Jul 2025 09:00:00 +0000

Logos, typography, colors and so much more. We bring TJ back on for Part 2 of our conversation on all things design.

Design Talk w/ TJ Sheridan (Part 1): Branding and Rebranding

Thu, 03 Jul 2025 09:00:00 +0000

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.

To Gate or Not to Gate w/ Craig Coffey (Eaton) | IMC Live

Fri, 27 Jun 2025 09:00:00 +0000

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

The B2B Buying Decisions Report w/ Paul Ince

Thu, 19 Jun 2025 19:10:00 +0000

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/

Events and Creative PR for Manufacturers w/ Chris Casey | IMC Live

Thu, 12 Jun 2025 09:00:00 +0000

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

Thu, 05 Jun 2025 09:00:00 +0000

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 Strategy for Subject Matter Experts

Thu, 29 May 2025 09:00:00 +0000

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.

Delightful Content w/ Rose Hansen | IMC Live

Fri, 23 May 2025 14:13:00 +0000

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.

Marketing and the Engineering Bottleneck w/ Mike Hill

Thu, 15 May 2025 09:00:00 +0000

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.

Marketing, By and For Engineers w/ Mike Hill | IMC Live

Thu, 08 May 2025 09:00:00 +0000

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.

Fueling lead generation with "pricing curiosity" w/ Dale Underwood

Thu, 01 May 2025 13:00:00 +0000

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

Pricing Curiosity w/ Dale Underwood | IMC Live

Thu, 24 Apr 2025 09:00:00 +0000

Dale Underwood joins Industrial Marketing Collective: Live to talk about his concept of pricing curiosity -- and exactly how it can drive conversions.

Is Longform Content Dead? w/ James Boeckmann

Thu, 17 Apr 2025 09:00:00 +0000

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.

Longform Content for Short Attention Spans w/ James Boeckmann | IMC Live

Thu, 10 Apr 2025 15:00:00 +0000

We’re joined by Gorilla 76 Content Director James Boeckmann to talk us through longform content's role in marketing.

Reflecting on the 2025 Industrial Marketing Summit w/ Peyton Warren

Fri, 04 Apr 2025 14:30:00 +0000

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.

Spring Cleaning w/ Grace Halverson | IMC Live

Thu, 27 Mar 2025 13:00:00 +0000

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.

Live from MAMstrong w/ Allen Fennewald

Thu, 20 Mar 2025 09:00:00 +0000

Allen Fennewald from Gorilla 76 asks questions from the floor of MAMstrong to talk all things trade show with marketers.

All About You: Making 2025 the Year of Personal Growth | IMC Live

Thu, 13 Mar 2025 17:00:00 +0000

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.

Digital Lessons for Your Manufacturing Showroom | IMC Live

Thu, 06 Mar 2025 10:00:00 +0000

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!

Tailoring Your Messaging to Engineers w/ David Peterson

Thu, 20 Feb 2025 15:30:00 +0000

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.

Speaking Engineer | IMC Live

Thu, 13 Feb 2025 20:00:00 +0000

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.

Assessing Your Current Marketing Mix

Thu, 06 Feb 2025 16:00:00 +0000

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.

More on Emails w/ TJ Sheridan

Thu, 30 Jan 2025 16:00:00 +0000

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 w/ Nihal Shetty | IMC Live

Fri, 24 Jan 2025 18:30:00 +0000

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.

How We're Looking at 2025

Thu, 16 Jan 2025 16:00:00 +0000

Aren and Nihal talk through lessons learned in 2024 and how they're planning on approaching industrial marketing in 2025.

Ask Me Anything w/ Gorilla 76 | IMC: Live

Thu, 09 Jan 2025 19:00:00 +0000

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.

All About Blocks

Thu, 19 Dec 2024 10:00:00 +0000

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?

Making an Impact with Marketing at a Global Company | IMC Live

Thu, 12 Dec 2024 15:00:00 +0000

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.

REPLAY: Social Proof Marketing Done Right | IMC Live

Thu, 05 Dec 2024 18:00:00 +0000

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.

The Magic of the Mid-Sized Trade Show w/ Andrew LeGrand | IMC Live

Thu, 28 Nov 2024 10:00:00 +0000

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.

Rebranding and Branding Refreshes w/ TJ Sheridan

Thu, 21 Nov 2024 10:00:00 +0000

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?

How to Make Your SMEs into Thought Leaders on LinkedIn w/ Rich Ward | IMC Live

Thu, 14 Nov 2024 17:00:00 +0000

Today, we’re tackling a topic that comes up in industrial marketing a lot: How do I get my SMEs to post more on LinkedIn and become industry thought leaders? Harnessing the power of organic LinkedIn from individual profiles has a lot of opportunity. After all, people want to follow people, not companies - and we know this can have a major impact on business results. We’re joined by Rich Ward of Acromat to share his story of building an organic, thought leadership-based strategy on LinkedIn - including results!

Reddit Marketing w/ Rich Ward

Thu, 07 Nov 2024 10:00:00 +0000

We’ve brought Rich Ward, Marketing Manager at AcroMat, on to talk all things Reddit. He’s been using the platform to help his company bring in new leads and up their marketing game, and he’s been kind enough to share what he’s learned with us today. Let’s get into it.

All About Email

Thu, 31 Oct 2024 09:00:00 +0000

You know them, you sometimes love them – they’re emails. Aren and Nihal dig into what makes for compelling emails that can snag you conversions. And talk about how we approach email here at Gorilla 76.

Clicks & Tricks: Designing Spellbinding Creative w/ TJ Sheridan | IMC Live

Thu, 24 Oct 2024 09:00:00 +0000

Sometimes design creative has to get a little more creative. If you don’t have an ideal set of design assets, how do you build compelling design creative? Today, we’re joined by our own Marketing Designer TJ Sheridan to talk about how to use the resources at your disposal to make unique ads and overcome design barriers.

Talking Shop: Ambiguity Aversion w/ Allen Fennewald

Thu, 17 Oct 2024 14:00:00 +0000

Today, we’re drawing on Allen’s study of conversion writing techniques to get to the root of what he and others have called ambiguity aversion, as well as some other psychological phenomena that can really help elevate your messaging. Let’s dig in.

The Evolution of Google Ads Keyword Strategy | IMC Live

Thu, 10 Oct 2024 09:00:00 +0000

Today, dear industrial marketers, we’re talking about… G-g-g-Goooogllleee. From the changes that have been happening on the pay-per-click platform to how we’ve been modifying our own tactics, Google Ads has kept us on our toes! Joining Allen and Peyton to hash through it all, we’ve got our own Senior Performance Marketer Kevin McClary and Performance Marketer Nick Robinson.

Building Your 2025 Marketing Plan w/ Katie Klaus

Thu, 03 Oct 2024 09:00:00 +0000

You may have caught our episode with Katie Klaus from Broaster Company about planning your 2025 marketing budget. A lot of that conversation tied back to the importance of knowing your company goals and budgeting for the marketing activities that are most going to help you achieve those goals. Sounds a lot like making a marketing plan, right? That’s exactly why we asked Katie back on the show to talk more in depth about creating a marketing plan from a strategic perspective.

Sales Enablement w/ Luke Wittenbraker | IMC Live

Thu, 26 Sep 2024 09:00:00 +0000

It’s the age old question: “How can sales and marketing work better together?” Particularly when it comes to sales enablement. Marketing doesn’t want to be a brochure-making factory, and sales doesn’t want to be left high and dry without the materials they need. Where’s the balance? Today, we’re joined by a special guest with a unique perspective, Luke Wittenbraker, marketing and sales director at Mactech, to talk about how to better enable your sales team.

Talking About Attribution

Thu, 19 Sep 2024 09:00:00 +0000

Today, we’re tackling an issue that has surely been a source of frustration for anyone that’s run paid digital advertising - attribution. All the data available in digital channels can lead us to believe that attribution should be easy. But behavior online and the impact of paid channels is much more complex than click and convert. So how do you talk about this with leadership and show the impact of paid channels? That’s what we’re here to talk about.

Planning Your 2025 Marketing Budget w/ Katie Klaus | Industrial Marketing Live

Thu, 12 Sep 2024 09:00:00 +0000

Today, we’re joined by our own Katie Klaus from Broaster Company to talk about planning your 2025 marketing budget. Listen in to see how you can start your 2025 off right.

Media Training 101 w/ Brianna Henderson

Thu, 29 Aug 2024 14:15:00 +0000

Developing your company leadership into compelling thought leaders in the industrial space? Depending on your leadership, that could be a tall order. But with the help of our guest, Brianna Langely Henderson from Bailey International, we’ll be unpacking all things media — from establishing relationships with journalists to coaching your leadership on handling tough questions.

Managing a Better Website Lead Handoff w/ Grace Wright | Industrial Marketing Live

Thu, 22 Aug 2024 09:00:00 +0000

If you want to run a revenue focused marketing program, you want to make sure your leads actually get quoted and worked by your sales team. That can’t happen if your lead hand off process is messy or confusing. In this episode, we’re joined by Gorilla 76 Strategy Director, Grace Wright, to talk about managing better website lead handoffs.

Your SEO Content Playbook w/ Dale Bertrand

Thu, 15 Aug 2024 09:00:00 +0000

If you tuned in to last week’s episode, you’ll remember our guest, CEO of Fire and Spark, Dale Bertrand. We talked about how AI is changing the SEO game for industrial marketers. Google’s introduction of AI summaries is certainly going to have an impact in 2025 and beyond, and in this episode we’re getting tactical about how you can adapt your content playbook to make the most of AI overviews.

Leveling up your SEO game in the AI age with Dale Bertrand | Industrial Marketing Live

Thu, 08 Aug 2024 19:00:00 +0000

Today, we have AI and SEO researcher Dale Bertrand to talk to us about how to level up your SEO game in the AI age. Dale is the founder and CEO of Fire & Spark, which helps people transform their SEO content into high-ROI assets.

Even More on Killer Product Pages w/ Mary Keough and Allen Fennewald

Thu, 01 Aug 2024 09:00:00 +0000

You may have caught Mary Keough during her recent appearance on Industrial Marketing Live. And today, she’s back on the podcast to talk more about leveling up your product pages. To help us get more tactical, we’ve also brought Allen Fennewald back on to talk more about the copy that really brings these pages to life.

Building Killer Product Pages w/ Mary Keough | Industrial Marketing Live

Thu, 25 Jul 2024 09:00:00 +0000

Today, Mary Keough is in the house! And she’s talking product pages. Mary is fresh off a big website project for CoLab and is here to share her knowledge.

Making Engaging Trade Show Booths w/ Emily Ting

Thu, 18 Jul 2024 09:00:00 +0000

We’re talking trade shows, folks! How do you make your booth more engaging so you can draw in more visitors? But how do you balance flashy gimmicks that get people in the booth with true value adds and education? Trade show pro, Emily Ting, is here to talk shop.

Marketing Side Hustles w/ Brendon Forrest

Thu, 11 Jul 2024 09:00:00 +0000

Today, we’re joined by a very special guest - Brendon Forrest! You probably remember Brendon from The Manufacturing Marketer and Industrial Marketing Live. He’s a senior strategist here at Gorilla 76, but he’s also in the military and is currently on leave serving our country. Brendon is keeping his marketing skills sharp though! He’s been doing some “side hustles” in his free time while deployed. That’s our topic for today! Whether you’re volunteering, freelancing, or building your own personal brand - how can marketing side hustles help you excel in your career? Resources from Brendon: Podcasts: Perpetual Traffic: https://perpetualtraffic.com/ April Dunford: https://www.positioning.show/ Purposeful Marketing Podcast: https://podcasts.apple.com/us/podcast/the-purposeful-marketing-podcast/id1633312083 Youtube: Aaron Young: https://www.youtube.com/c/AaronYoungGoogleAds Wes McDowell: https://www.youtube.com/channel/UCMq1R1LgS04lIKdpLh_OS1w

Thoughts on AI for Graphic Design w/ Randall Zaitz

Thu, 04 Jul 2024 09:00:00 +0000

Today, we’re joined by Gorilla’s Digital Creative Director, Randall Zaitz, to talk about a topic fresh on everyone’s minds - AI. More specifically, how AI is being used in design and creative content. What’s working? What’s not? What should marketers know before using these tools?

Career Growth for Industrial Marketers w/ Sami Birch | Industrial Marketing Live

Thu, 27 Jun 2024 17:00:00 +0000

Today, we’re joined by a special guest, Sami Birch, to talk about career growth for marketers. Sami has had a few different roles within industrial marketing (and outside of it) from designer, to CRM admin, to project manager. Now, Sami is the Director of Marketing and Communications for Mission Design & Automation.

More Insights on Paid Social Creative w/ Jenny Wang and Allen Fennewald

Thu, 20 Jun 2024 09:00:00 +0000

You might’ve caught our Industrial Marketing Live with Jenny Wang and Allen Fennewald a few weeks ago. And this week, they’re joining us again on the pod to get deeper into the weeds on paid social creative. We’ll get into some more principles for effective paid social content. Let’s dive in.

Staying True to the Brand while Working with Agencies w/ Todd Imming | Industrial Marketing Live

Thu, 13 Jun 2024 20:30:00 +0000

Today, we’re joined by special guest Todd Imming, Chief Marketing Officer of The Korte Company, and he’s here to talk about how to stay true to your brand while working with agencies.

What Branding Can Do for Manufacturers w/ Paul Kiesche

Thu, 06 Jun 2024 09:00:00 +0000

This week, we’re talking all things branding and rebranding. What makes it important for industrial companies? How should marketers start thinking about it? And what does the future of branding in the industrial space look like? Here to help us map out the territory is a special guest, Paul Kiesche from Aviate Creative.

Why Junior Marketers Fail (and What They Need to Succeed) w/ Julian Schaaf

Fri, 31 May 2024 09:00:00 +0000

A lot of us are taking previous marketing experience and trying to translate it into the B2B industrial sector. And a lot of us are trying to grow our teams, and may be hiring for or managing some more entry level marketing roles. And that’s who today’s episode is really for: marketing managers who are starting to build out their teams. We're here to unpack this topic with special guest, Julian Schaaf of Industrial Growth.

DIY Ad Creative Workflow w/ Jenny Wang and Allen Fennewald | Industrial Marketing Live

Thu, 23 May 2024 09:00:00 +0000

On this week's IML we’re joined by G76’s own Allen Fennewald, Thinker & Senior Writer, and Jenny Wang, Thinker & Marketing Designer. Today, we’re going to talk about DIY Ad Creative: tips for copywriting and design to level up your ads

Third Party Cookies are Going Away: What You Need to Know w/ Kevin McClary

Thu, 16 May 2024 09:00:00 +0000

PSA: Third party cookies are going away. Is it the end of the world? And how can you expect this change to impact your work as an industrial marketer? That’s what we’re here to unpack today with our guest, G76 senior performance marketer, Kevin McClary.

Knowledge Extraction: SME Interviews w/ Allen Fennewald and James Boeckmann | Industrial Marketing Live

Thu, 09 May 2024 09:00:00 +0000

On today's IML, we’re joined by our own Senior Writer, Allen Fennewald, and Content Director, James Boeckmann, to talk about knowledge extraction. How do you get the most out of your SME Interviews?

Paid Search vs. Paid Social: How They Work Together

Thu, 02 May 2024 09:00:00 +0000

Today, we’re talking about paid search vs paid social, and how these two channels ultimately work best together. Aren's here to outline exactly what each channel is best for, and how using them in harmony with one another unlocks stronger opportunities.

Reporting WITHOUT a CRM with Moby Hayat | Industrial Marketing Live

Thu, 25 Apr 2024 09:00:00 +0000

Make data-driven marketing campaign decisions without CRM or MAP software. Our Gorilla 76 Thinker and Senior Strategist, Moby Hayat, is an expert on making the most of a limited tech stack. Moby demonstrates how to gain key insights with finite data resources.

Classic and not-so-classic content frameworks w/ Grace Halverson and Rose Hansen

Thu, 18 Apr 2024 13:15:00 +0000

This week, we’re thinking more about how to package your positioning effectively. In other words, we’re talking content. We want to figure out exactly what makes good content sing, and how you can use classic or more novel frameworks to make that happen.

What's Working for Industrial Startups w/ Julian Schaaf | Industrial Marketing Live

Thu, 11 Apr 2024 15:00:00 +0000

Today, we’re talking about what’s working for industrial startups and how it might work for you with the help of our guest Julian Schaaf, inventor of IML. Plus, we have a bonus special guest - G76 co-founder, Joe Sullivan, here to make a special announcement.

Digging into Conversion Copy Tricks and LPs w/ Allen Fennewald

Thu, 04 Apr 2024 09:00:00 +0000

This week, we’re digging deep into the craft of conversion copywriting. We want to identify the tactics and tricks that really drive readers to take action. And we want to see what techniques science has to offer us. The goal here is to figure out exactly what kind of writing makes for a strong LP. Let’s get into it. For more science-backed conversion tips (and TikToks!) from Allen, check out his LinkedIn: https://www.linkedin.com/in/allen-fennewald-b0256984/

Landing Pages That Convert | Industrial Marketing Live

Thu, 28 Mar 2024 09:00:00 +0000

We’re talking about the big L-P! Landing Pages! Our thinking on how to structure and write landing pages has changed a bit over the past year, and we wanted to talk about it! We’re joined by some G76 writers - Mary Tomlinson and Nihal Shetty.

A 6 Month LinkedIn Ads Blueprint Breakdown with Justin Rowe and JD Garcia

Thu, 21 Mar 2024 20:00:00 +0000

Last week, we were joined by Justin Rowe and JD Garcia from Impactable to talk about LinkedIn Ads strategy on Industrial Marketing Live. Today, they’re back! And we’re going to get a little more tactical and walk through their 6 month LinkedIn Ads blueprint.

BONUS: 2024 State of Marketing to Engineers Report with CJ Haight of GlobalSpec

Fri, 15 Mar 2024 09:00:00 +0000

We’re talking about how to reach the technical buyer, and we’ve got data. CJ Haight from GlobalSpec is here to unpack the 2024 State of Marketing to Engineers Report. Along with CJ, we’ve also asked former Gorilla (and former engineer), Matthew Wolfe, to weigh in on the conversation.

LinkedIn Tactics with Justin Rowe and JD Garcia | Industrial Marketing Live

Thu, 14 Mar 2024 09:00:00 +0000

Two of the top content creators on LinkedIn get tactical about paid media efforts on that very platform. Justin Rowe and JD Garcia join us from Impactable, a company that's made a name for itself as a top LinkedIn Ads Agency.

Going Deep on Content Plans

Thu, 07 Mar 2024 10:00:00 +0000

Aren and Nihal tackle content plans: What goes into them and how make them into tight, effective road maps for delivering your messaging. We’ll dig into how we do content plans at Gorilla and what we think makes a good one strong.

The Art of the CTA with Allen Fennewald and Mary Tomlinson | Industrial Marketing Live

Thu, 29 Feb 2024 10:00:00 +0000

A call-to-action is much more than a "buy now" button. Most of your potential buyers aren't in buy mode, so you must meet them where they are today if you want to be their chosen solution tomorrow. Gorilla 76 senior writers Allen Fennewald and Mary Tomlinson join this weeks IML to talk all things CTA.

PR and Earned Media Part 2: A Tactical Deep Dive with Elianna Novitch

Thu, 22 Feb 2024 17:00:00 +0000

Elianna Novitch, PR and content strategy specialist at Two Rivers Marketing, is back with us on the podcast to dive into some more tactical execution that’ll help you get started on your PR strategy. Among other things, we’ll tackle how to write a strong press release and pitch to editors.

PR: How to Get it and Why it Matters w/ Elianna Novitch | Industrial Marketing Live

Thu, 15 Feb 2024 10:00:00 +0000

Public relations = trade publication placements? Think again. From talking points to building social capital that will earn you media placements, Elianna Novitch joins us as our resident expert to introduce us to the power of PR and how it plays into your go-to-market strategy.

Lessons Learned From Agency Life

Thu, 08 Feb 2024 10:00:00 +0000

As former in-house industrial marketers, we're taking some time this week to reflect on that experience as well as our time working on the agency side at Gorilla 76. We'll cover some of our biggest aha moments from the past couple of years working in an agency, AND how we would apply them as an in-house marketer.

Industrial Websites Part 2 with Beth Bauer and Tim Roenicke

Thu, 01 Feb 2024 10:00:00 +0000

On our last episode, we talked about industrial websites with special guests, Beth Bauer and Tim Roenicke from Fullerton Tool. Fullerton has a GREAT website, but they’re kind of unique, because they have an in-house developer (hi Tim!) who has hard coded a lot of the unique features they have. In this follow up episode, we talk more about different routes to building your website, whether it's DIYing it with a CMS like Wordpress, or bringing on a part time, 3rd party developer to help you get started.

Industrial Websites with Beth Bauer | Industrial Marketing Live

Thu, 25 Jan 2024 10:00:00 +0000

How do you create a website that turns potential buyers into new customers? Lots of love and care. This week Beth Bauer joined IML to share how she manages her industrial website's best features, tips learned from mistakes made along the way and resources that will help you improve your own digital address. We also got to hear from the website's developer, Tim Roenicke. Check out their site for inspiration! fullertontool.com

Leveraging Live Events for Networking and Content Creation with Moby Hayat

Thu, 18 Jan 2024 10:00:00 +0000

We know tradeshows and other live events are a big part of marketing for industrial companies. You spend a lot of money and time on them, and it’s important to squeeze out every ounce of value can from those live events. Special guest, Moby Hayat, shares his insights on utilizing live events such as tradeshows and conferences to maximize networking opportunities and create compelling content. Moby has a wealth of experience in this area, having successfully implemented similar strategies at events like SXSW.

Google Ads 201: Campaign Management | Industrial Marketing Live

Thu, 11 Jan 2024 10:00:00 +0000

We're back to celebrate the new year with a fresh conversation about paid search on Google Ads! Our performance marketers Kevin McClary and Patrick Cronin discuss what's new and how to create and analyze your paid search campaigns successfully.

BONUS: 2023 Ask Me Anything | Industrial Marketing Live

Sat, 06 Jan 2024 04:35:00 +0000

It's an "Ask Me Anything" episode to close out 2023! The Gorilla 76 team and a community of industrial marketers tackle the group's top-of-mind marketing questions.

Setting goals and expectations with leadership in 2024 with Grace Wright

Thu, 28 Dec 2023 10:00:00 +0000

Having the right goals in place, communicating expectations to leadership, and agreeing on how those goals will be measured is super important for marketing's success long term. It can feel daunting, but it’s also your best bet at communicating marketing’s value and getting a seat at the table. We've talked about setting and measuring goals and KPIs on the show before, but today, we have strategy director Grace Wright joining us to take the conversation a step further.

What goes into creating a strong product video? With Nick Tacony

Thu, 21 Dec 2023 10:00:00 +0000

If you listened to last week’s episode, you’ll remember Nick. He came on Industrial Marketing Live and talked about how to achieve professional product videos. He talked a lot about the high level planning involved and how to work with a production company to shoot content. In this episode, we continue that conversation by talking about what makes a great product video in detail - down to the specific shots you should instruct your videographer to get.

How to achieve professional product videos | Industrial Marketing Live

Thu, 14 Dec 2023 10:00:00 +0000

Lights, camera... Time to elevate your company's video production on this week's IML! As requested by IMLers, we brought senior videographer Nick Tacony back on the show. He walks us through finding talented producers, building a video strategy and winning each stage of the production process.

How interns can help level up your marketing game with Andrew Hill

Thu, 07 Dec 2023 10:00:00 +0000

A lot of industrial marketers are working on very small teams with limited resources. Developing a paid, part time intern program is a great way to increase your capacity as a marketing department. With the right guidance, a bright, eager-to-learn college student can make a BIG impact. We know, because we have our intern program at Gorilla and have seen its success. G76 intern Andrew Hill joins us to talk about his experience, along with Brendon who manages our intern program. You'll hear from both sides how this type of program can make an impact, and what you need to do as a manager to make it successful.

Employee recruitment marketing with Elyse Guttmann and Jon Franko

Thu, 30 Nov 2023 10:00:00 +0000

This is a marketing podcast, but we know labor challenges are one of the biggest problems facing manufacturers today. Managing turnover and attracting top talent is HARD when you don't have a large applicant pool. That’s where marketing can help! Today, we’re talking about marketing for recruitment purposes, and we've brought in G76 HR experts, Elyse Guttmann and Jon Franko. We talk about: - How to write better job descriptions - Improving the careers page on your website - When to promote a job posting with ad spend

Writing technical content your customers want to read | Industrial Marketing Live

Mon, 27 Nov 2023 17:00:00 +0000

We've all seen (and scrolled right through) a product's technical spec sheet. They're not engaging and fail to capture your company's unique point of view. So how do you create compelling technical content that your customers care about? Some of our writers — James Boeckmann, Grace Halverson and Nihal Shetty — tackle that very question in this episode

Mastering the lead hand off by integrating your tech stack with John Joyce

Thu, 16 Nov 2023 10:00:00 +0000

Today's episode is all about the lead hand off between marketing and sales. It's extremely important and often involves a lot of tech and integrations. John Joyce of Brijr.io joins us to talk about all the nuances here. His company specializes in tech stack integrations for industrial companies. We talk about: - Common mistakes when it comes to lead hand offs - How data can leak out of your lead management process - Why integrations are so important - The complexity of lead management when selling through distributors John also gives a sneak peek of his Industrial Marketing Summit presentation. Be sure to say hi in Austin! Jan 31 - Feb 2, 2023.

Conducting desk research with Victoria Sakal | Industrial Marketing Live

Thu, 09 Nov 2023 10:00:00 +0000

Customer interviews, third-party reports and Google searches are great, but they’ll only take your marketing research so far. On this week’s IML episode, we welcome the head of growth at Wonder Victoria Sakal to share her experience in collecting and using data, including: How to effectively conduct surveys How to find credible sources How to keep up with the latest market shifts Listen and learn how to strengthen your customer and market research!

Strategic organic content on social media part 2

Thu, 02 Nov 2023 09:00:00 +0000

Shelby Huber and Kelly Obbie of Cadenas Parts Solutions join us on the podcast to continue our conversation about organic social strategy. We talk more about how one-person teams can execute this strategy well, and we answer all your lingering questions from last week's episode!

Strategic organic content on social media with Kelly Obbie and Shelby Huber

Thu, 26 Oct 2023 09:00:00 +0000

Our friends at CADENAS PARTsolutions Kelly Obbie and Shelby Huber shared some thoughtful strategies on increasing your company’s organic social engagement, including: The 50/30/20 rule Finding & sticking to your brand voice Tracking engagement metrics Tune in to learn how to crush it on social media & engage with your customers! – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

Everything you need to know about the 2024 Industrial Marketing Show

Wed, 25 Oct 2023 22:20:00 +0000

The hosts of the 2024 Industrial Marketing Summit get together to share the impressive lineup of speakers and topics for the 3-day summit. The Industrial Marketing Summit is shaping up to be a can't-miss event on any industrial marketer's calendar. Wendy Covey, Joe Sullivan, and Adam Beck got together to talk about what to expect from the summit. The event takes place January 31 - Feb 2 at the University of Texas at Austin campus in the AT&T Hotel and Conference Center. Gorilla 76, TREW Marketing and CADENAS PARTSolutions are hosting the event after they noticed a need for an individual marketing summit geared specifically toward the needs of industrial marketers. The conference is broken into three days. Day one: Welcome dinner and reception Day two: Full-day of sessions Day three: Half day of workshops. The half-day of workshops are designed for industrial marketers to walk away with actionable insights to take back with them. The first workshop is titled "Successful Reporting: Using Data to Tell the Story About What's Working." Hosted by Gorilla 76, attendees will leave the workshop with a meaningful dashboard that will help paint a clear picture of your progress for your leadership team. The second workshop is hosted by TREW Marketing and is titled "Leveling Up Your Content Plan: A Guided Approach to Building Brand Authority." Attendees will leave this workshop with a completely build out content strategy for a campaign. The conference will cover the following topics, and more! • Product Marketing • Sales and Marketing Alignment • Increasing Right-Fit Leads • SEO and Trustworthy Content • Al Tools and Practical Al Strategies • Using Data to Redefine Marketing • The Importance of Customer Experience • Building and Measuring Brand • Influencer Marketing and Thought Leadership Resources • Register for the Industrial Marketing Summit • Follow Industrial Marketing Summit on Linkedin • Become an Industrial Marketing Summit Sponsor • Connect with Wendy on Linkedin • Connect with Joe on Linkedin • Connect with Adam on Linkedin

Unleashing AI in B2B Manufacturing Marketing

Thu, 19 Oct 2023 09:00:00 +0000

Today we delve further into artificial intelligence (AI) in B2B manufacturing marketing. Brendan is joined by Joe Sullivan and Rose Hansen to discuss the potential of AI to revolutionize marketing strategies, debunk common misconceptions, and provide practical insights into leveraging AI tools effectively. From understanding how AI can be used as a brainstorming partner, to exploring its role in content creation and research, this episode is a must-listen for B2B marketers and business leaders in the manufacturing industry who are keen to stay ahead of the curve. Listen in as we explore: - The strategic use of AI in B2B marketing - The impact of AI on content creation and research - Overcoming resistance and misconceptions about AI - The importance of AI in data protection and security - Preparing your organization for AI implementation Whether you're a skeptic or an enthusiast, this episode provides valuable insights into the transformative power of AI and how it can help your business stay competitive in the ever-evolving B2B marketing landscape. Don't miss out on this chance to learn how to harness the power of AI and propel your business forward!

How 67 Industrial Marketers are using AI right now | Industrial Marketing Live

Thu, 12 Oct 2023 09:00:00 +0000

Enter the world of AI by listening to actual use cases and tools such as: - Video transcripts with Descript - Blog outlines using Chat GPT and Claude - Audio refinement with Abode Podcast - And more!! The IML community came together to share our favorite AI tools for this episode, but we’d love to keep the conversation going! Let us know how you’ve been using AI in the comments! – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live

Industrial product launches part 2 with Jeff and Dan from Graco

Thu, 05 Oct 2023 09:00:00 +0000

Dan and Jeff from Graco join us on the podcast to finish up our discussion on industrial product launches. In this show we discuss creating your marketing plan during pre-launch and how they executed the launch of the Quantm pump.

Marketing’s role in industrial product development with Jeff and Dan from Graco | Industrial Marketing Live

Thu, 28 Sep 2023 09:00:00 +0000

We’re pleased to introduce two veteran product launchers to the IML community this week: Jeff Shaffer and Dan Purkat of Graco. Jeff and Dan take us through the key steps of a successful product development process. We’ll cover: Rooting yourself in the voice of the customer When and how to convince the engineering team to pivot Marketing with distributors vs. to end users And more! Stay tuned for part two of this conversation, where Jeff and Dan take us through the product launch itself and share their experiences and lessons learned. When published, you’ll be able to find it in The Manufacturing Marketer podcast link below. – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live

Lessons Traditional Manufacturing Marketers Can Learn from Industrial Startups | Webinar hosted by 6sense

Thu, 21 Sep 2023 09:00:00 +0000

On this episode of The Manufacturing Marketer we are sharing audio with you from a panel hosted by Jam Khan from 6sense. In this session, Grace Wright, Strategy Director at Gorilla 76, and MJ Smith, CMO at CoLab discuss how manufacturers can level up their marketing strategies by: - Learning industrial startup tactics from real-world examples - Getting actionable insight into campaign optimization - Listening to a thoughtful Q&A session with industry experts To learn more about 6sense please visit https://6sense.com

Building your Industrial Learning Center | Industrial Marketing Live

Fri, 15 Sep 2023 18:06:00 +0000

If you work in marketing, you’ve worked with your company blog. In this episode, we’ll lean on Gorilla 76’s technical experts, Digital Creative Director Randall Zaitz and Lead Developer Rui Huang, to cover best practices for a clean user experience including… • How to level-up your blog from the WordPress default • Key elements worth including in your design • How to tell developers EXACTLY what you want ---------------- Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

Niche Audiences: Alternative Tactics for Hard-to-Reach Industrial Buyers

Mon, 11 Sep 2023 14:20:00 +0000

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.

Setting SMART goals and KPIs to track marketing performance

Fri, 01 Sep 2023 16:00:00 +0000

Brendon Forrest and Aren Buresh discuss how industrial marketers can set measurable goals and track key performance indicators (KPIs) to evaluate marketing effectiveness. They explain how to establish SMART goals aligned to business objectives and select KPIs based on campaign metrics. Brendon and Aren provide examples of common goals and KPIs, and advise on frequency of measurement. They also cover approaches when goals aren't being met and tips for new marketers starting the process. Learn best practices for aligning goals and KPIs as business needs evolve through constant review and leadership alignment. This episode offers actionable guidance on a foundational marketing task. Brendon and Aren provide clarity on differences between goals and KPIs while emphasizing the importance of realistic expectations, simplicity, and regular reporting for ongoing relevance. Industrial marketers will gain insights for developing cohesive performance tracking systems tied to desired outcomes.

The foundational tech stack industrial companies need | Industrial Marketing Live

Fri, 25 Aug 2023 09:00:00 +0000

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

Diagnose your marketing campaigns with Patrick Cronin

Fri, 18 Aug 2023 09:00:00 +0000

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.

Social proof marketing done right | Industrial Marketing Live

Thu, 10 Aug 2023 09:00:00 +0000

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

Google Analytics 4 for Industrial Marketers w/ Patrick Cronin | Industrial Marketing Live

Thu, 03 Aug 2023 17:20:00 +0000

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.

122 days as Head of Marketing part 2 with Mary Keough

Fri, 28 Jul 2023 15:00:00 +0000

Mary and I continue our conversation from last week on her first 122 days as Head of Marketing at a SaaS company.

122 days as Head of Marketing w/ Mary Keough | Industrial Marketing Live

Fri, 21 Jul 2023 09:00:00 +0000

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

Why story is critical for your Go-To-Market strategy | Industrial Marketing Live

Fri, 23 Jun 2023 17:50:00 +0000

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.

Lay the groundwork for effective industrial marketing

Fri, 16 Jun 2023 09:00:00 +0000

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.

The effect of company culture on marketing | Industrial Marketing Live

Fri, 09 Jun 2023 14:00:00 +0000

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.

YouTube ads with Kevin McClary

Thu, 01 Jun 2023 09:00:00 +0000

85% of American internet users visit YouTube once a week. Your audience is most likely on this platform, but running YouTube campaigns is much different than other channels. Kevin McClary, Gorilla 76's Senior Performance Marketer, joins Brendon to talk creative, targeting and budget for strong YouTube campaigns.

How to build a targeted social audience in LinkedIn | IML

Thu, 25 May 2023 10:00:00 +0000

When you embark on a paid social journey, one of your first steps is creating your targeted audience. In this Industrial Marketing Live session, G76 Strategy Director Grace Wright and Sr. Performance Marketer Kevin McClary join Peyton to guide us through the LinkedIn audience tool. We show (and tell) how to: - Layer firmographic information - Upload lists - Create retargeting lists - Determine a budget appropriate for your audience size Helpful resources: * Screen-share of this episode - https://youtu.be/I0PGAEZ5YWc * TMM episode on paid social budgets - https://open.spotify.com/episode/01MKrZXuRBciuoxGyElobE?si=01793a70dbc145e3 * G76 paid social budget calculator - https://docs.google.com/spreadsheets/d/1VPUV1DTGz1Kps9avwtVCEHJMdq-cP6pIAgmFOKdCgzA/edit?usp=sharing – Learn more about Gorilla 76, Industrial Marketing Live and The Manufacturing Marketer at https://gorilla76.com.

Mobile website design with Randall Zaitz

Thu, 18 May 2023 09:00:00 +0000

Do you know how many people are visiting your website with a mobile device? We have started to see that number growing, especially if you are running campaigns. Your mobile website can't be an afterthought anymore. Brendon is joined by Randall Zaitz, Gorilla 76's Digital Creative Director to discuss what you should be thinking about for mobile website design. Resources shared: https://developer.chrome.com/docs/lighthouse/overview/ https://www.luckyorange.com/ https://www.invisionapp.com/ https://unbounce.com/ ---- Feeling alone at work? Join the Gorilla team and 150+ industrial marketers as we discuss strategies, tactics, and the pains of marketing in manufacturing companies.

Podcasting for Manufacturers with Chris Luecke | Industrial Marketing Live

Thu, 11 May 2023 09:00:00 +0000

Podcasts are an underutilized promotion and distribution channel for industrial companies. This week on IML, we're talking with manufacturing podcast titan Chris Luecke, host of Manufacturing Happy Hour about why that should change. As a channel, you won't find many with an audience more engaged to hear content. Plus, podcast production is more accessible than you might think. We cover: Why and how podcasts fits for manufacturers Producing a consistent show “Guesting” Repurposing content … And so much more! – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

Google Analytics metrics you should be using with Patrick Cronin

Thu, 04 May 2023 09:00:00 +0000

Google Analytics is a pretty basic but underutilized tool in manufacturing marketing departments. Inside this platform is a lot of data about how your content is performing...if you set it up right. Patrick Cronin, Gorilla 76 Performance Marketer, joins Brendon to discuss bounce rate, time on page, scroll depth and engagement all within the Google Analytics 4 platform.

Marketing improvements for OEMs & distributors

Thu, 27 Apr 2023 15:00:00 +0000

Today, we start "the healing process" in the often disjointed relationship between original equipment manufacturer (OEM) and distributor. With Beth Bauer from the OEM perspective and Jarrod Beasley from the distributor, our conversation will be focused on opportunities where we can improve our partnerships. Things like: 🤩 Resource banks that dreams are made of 📈 Understanding how success is measured for both parties 🤝 What their favorite partners do (or don't) – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

Manage your time effectively with Alex Monroe

Fri, 21 Apr 2023 15:00:00 +0000

You have a million things to get done: plan tradeshows, make content, run campaigns, evaluate the CRM and a whole lot more. Alex Monroe, Project Manager at Gorilla 76, is here to provide you with strategies and tips to help your productivity. Listen now to save yourself time in the future.

Hubspot for manufacturers AMA with Charley Vlietstra | Industrial Marketing Live

Fri, 14 Apr 2023 20:00:00 +0000

In this 45-min session, the Industrial Marketing Live community peppers Hubspot Account Manager Charley Vlietstra with questions and the Gorilla team shares some helpful tips to maximize your CRM and Marketing Automation Platforms from increasing adoption to improving your data hygiene. – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

B2B content repurposing with Aren Buresh

Fri, 07 Apr 2023 09:00:00 +0000

Creating a stream of content is a difficult challenge for small marketing teams. On this episode Brendon talks with Aren Buresh, Gorilla 76 strategist, about how to make a pillar piece of content last longer. Listen to this episode to learn how to create content that can be repurposed and how actually to make that repurposed content. --- Every first and third Thursday of the month, the Gorilla 76 team hosts a live web show for marketers in manufacturing. Visit industrialmarketinglive.com to learn more and register.

How to set your paid social budget with Grace and Aren

Thu, 30 Mar 2023 14:30:00 +0000

Do you want to run a demand-gen paid social strategy, but don't know how much budget to ask for? The Gorilla 76 team discusses a couple of strategies to think about and some tips to maximize your budget. ----- Join us on Industrial Marketing Live our live web show on the first and third Thursdays of the month at 10 am CST. Register at industrialmarketinglive.com

A modern tradeshow strategy that works with MJ Smith | Industrial Marketing Live

Thu, 23 Mar 2023 09:00:00 +0000

IML’s vendetta against poorly leveraged trade shows continues with some added firepower: Enter MJ Smith. MJ, who is now the VP of marketing at CoLab, will walk us through her trade show journey taking a company from 40 shows a year to the targeted, result-driven strategy she’s using today. – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

TikTok content strategy with Kevin McClary

Thu, 16 Mar 2023 09:00:00 +0000

In this episode Brendon and Mary are joined by Gorilla 76 senior performance marketer Kevin McClary. The three of them discuss which types of content would do best for an industrial company just starting off on TikTok. ----- Join us on Industrial Marketing Live our live web show on the first and third Thursdays of the month at 10 am CST. Register at industrialmarketinglive.com

TikTok for B2B manufacturers | Industrial Marketing Live

Thu, 09 Mar 2023 10:00:00 +0000

There's no question of TikTok's almost omnipresent use, but is it the right move for your industrial marketing strategy? On this episode of Industrial Marketing Live, the Gorilla 76 team is here to break down all things TikTok. 👉 The basics: what is it, how does it work 👉 The intermediate: how do I use it, how do I create videos 👉 The advanced: is this the right channel for my company? You'll hear from our in-house TikTok expert, Kevin McClary (@kevinearl93) on how he grew an organic TikTok following of over 75K followers. He's giving you the playbook, tips and tricks to decide if TikTok is right for you and how you can leverage it.

How to Succeed at Trade Shows: Tips for B2B Marketers with Jake Hall

Fri, 03 Mar 2023 10:00:00 +0000

Featuring Jake Hall: https://www.linkedin.com/in/jacobrhall/ In this Manufacturing Marketer Podcast episode, Brendon and Mary from Gorilla 76 speak with Jake Hall, the Manufacturing Millennial, about how to set yourself up for success at a trade show. The conversation covers two perspectives: from an exhibitor and as an attendee. They discuss what to do before the trade show to ensure success, such as engaging with the community through social media and email campaigns, and framing the conversation around the problem your customers are having. They also share tips for successful trade show booth setup, such as booth location, backdrop design, and creating engaging content. Whether you're a seasoned pro or a first-time attendee, this podcast has valuable insights to help you make the most out of your next trade show. ----- Join us on Industrial Marketing Live our live web show on the first and thrid Thursdays of the month at 10 am CST. Register at industrialmarketinglive.com

Executing a better trade show with Jake Hall | Industrial Marketing Live

Thu, 23 Feb 2023 10:00:00 +0000

Trade shows are often a huge line item in a manufacturing company’s budget – even when the ROI on these shows is unclear at best, they continue to be a necessary activity year after year. So if you’re going to exhibit at a tradeshow how can you maximize your returns? The Manufacturing Millennial Jake Hall joins the IML team to break down: - Engagement strategies before, during and after the event - How a product first message could be hindering your success - Leveraging the moment for content and networking - When you should exhibit vs. when you should attend – Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live

Personal Branding: The Key to Career Advancement

Thu, 16 Feb 2023 18:50:00 +0000

Join Mary Keough and Brendon Forrest as they share their personal journeys in corporate marketing and how personal branding played a crucial role in their success. From the importance of building trust through consistent content on LinkedIn to finding a creative outlet to express your ideas, this podcast will provide valuable insights for anyone looking to enhance their personal brand and advance their career. Whether you're a seasoned professional or just starting out, you'll learn the impact that personal branding can have and how to effectively leverage it to achieve your professional goals. Tune in now! ----- Join us on Industrial Marketing Live our live web show on the first and thrid Thursdays of the month at 10 am CST. Register at industrialmarketinglive.com

Why personal branding is the right move for manufacturers | Industrial Marketing Live

Fri, 10 Feb 2023 16:00:00 +0000

On this episode of Industrial Marketing Live we’re talking influencer marketing and personal branding with Eddie Saunders, Jr. With some help from the Gorilla team, Eddie covers: - His buddy branding journey - How he created a personal brand - Where he sees the value in influencer marketing for industrial - What the heck is the difference between a personal brand and influencer marketing anyways? – Join us live on future IML sessions! Learn more and register at https://industrialmarketinglive.com.

The copywriting process with Allen Fennewald

Fri, 03 Feb 2023 19:30:00 +0000

In this episode of the Manufacturing Marketer Podcast, Brendon Forrest and Mary Keough are joined by Allen Fennewald, a conversion copywriter from Gorilla 76. The group discusses the process of writing ads for LinkedIn and Facebook and the importance of focusing on one main pain point and having a clear messaging tactic. Fennewald also shares tips for writing concise, easy-to-read copy and getting a good design from a designer. The episode is a valuable resource for marketers and business owners looking to improve their digital ad copywriting skills. Follow Allen on LinkedIn at https://www.linkedin.com/in/allen-fennewald-b0256984/

Writing copy that will increase your B2B conversions | Industrial Marketing Live

Thu, 26 Jan 2023 16:00:00 +0000

On this episode of Industrial Marketing Live, G76 Conversion Writer Allen Fennewald takes the stage to discuss the tactics that will transform your copy from sufficient to great and even shows a few example ads from other industrial companies. We’ll cover: ⚙️ In-feed consumption ⚙️ Relevance and message-matching ⚙️ Selecting the right messaging tactics (and our favorite tactics to deploy!) – Join us live on future IML sessions! Learn more and register at https://industrialmarketinglive.com.

Google Ads success and set up

Thu, 19 Jan 2023 18:00:00 +0000

Mary and Brendon are building on last week's episode on Google Ads. Kevin McClary, Gorilla's senior performance marketer, joins the team on this one. On this episode we discuss the what actually goes into creating a successful Google ads campaign: - keywords - conversions - landing pages. We also walk through each step of campaign set-up so industrial companies make the best selection.

Google Ads 101 | Industrial Marketing Live

Wed, 11 Jan 2023 10:00:00 +0000

On today's episode, we're diving into the world of paid media and specifically, Google Ads. With Senior Performance Marketer and TikTok star Kevin McClary leading the discussion, we'll cover everything you need to know about using Google Ads for industrial marketing. Are you wondering if Google Ads is the right choice for your company? Our in-house experts Mary, Brendon, and Aren will share their personal experiences and examples of how they did or didn't use it effectively. We'll also walk you through the setup process, including how to choose the right keywords, the importance of high-intent searches, and the difference between exact, phrase, and broad match. We'll also give tips on how to avoid negative keywords and the common mistakes people make when bidding on "price" keywords. Once your campaign is up and running, we'll show you how to optimize it for maximum results. We'll cover Google's recommendations and explain why it's not gospel, but rather a starting point for collecting data and making informed decisions. With time as your friend, you'll learn how to make the most of your campaign and use it strategically. Finally, we'll give you a sneak peek into a real-life example of a SERP (Search Engine Results Page) for a CRM tool and explain the importance of landing pages and relevance and message matching. Join us on The Manufacturing Marketer and master the art of using Google Ads for industrial marketing today! Register to join us on our next show or learn more about Industrial Marketing Live at www.industrialmarketinglive.com.

2022 lookback & look ahead to 2023

Tue, 10 Jan 2023 15:30:00 +0000

Mary and Brendon discuss their growth areas in marketing over the last year. They close the conversation out by discussing what excites them in B2B industrial marketing as we move into 2023

Ask us anything part 2

Wed, 04 Jan 2023 17:00:00 +0000

As promised, here is the follow-up to our last episode with a bunch more questions the TMM crew answer. Joining Mary and Brendon on this show are our performance marketer Kevin McClary and IML moderator Peyton Warren. Join the industrial marketing community live the 1st and 3rd Thursdays of the month at 10am CST. Register at industrialmarketinglive.com & Join us digitally in our slack group, DM or email us for an invite.

Ask us anything | Industrial Marketing Live

Tue, 20 Dec 2022 10:00:00 +0000

On the last show of the year Mary, Brendon, Peyton and the rest of the Gorilla 76 team answer your questions. We take questions from industrial marketers on: - Our favorite digital tools - Retargeting - UTMs - AI and a lot more! This is the audio version of our live web show Industrial Marketing Live. This show happens twice month and it is full of industrial marketers hanging out and discussing a wide range of topics. Go to industrialmarketinglive.com to learn more and register.

Industrial content strategy

Tue, 06 Dec 2022 19:00:00 +0000

Industrial marketers need content to fuel demand generation campaigns. Many of us work on small teams with few resources. In this episode, Mary and Brendon discuss how small teams can become content engines. ∙ Content strategy starts by determining your goal ∙ Creating a content plan - what do we need to create and what mediums to use? ∙ Is recurring content right for you? Be sure to check out our full discussion on Industrial Marketing Live for more details here: https://youtu.be/Ujm9v_fmGoM Join us twice a month on Industrial Marketing Live as we dive into all things marketing at industrialmarketinglive.com

Writing emails your audience can't wait to read with James Boeckmann

Thu, 01 Dec 2022 01:00:00 +0000

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.

Revamping (or creating) your email strategy with James Boeckmann | Industrial Marketing Live

Tue, 22 Nov 2022 10:00:00 +0000

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 differently as a Marketing Manager with Matt Sciannella

Tue, 15 Nov 2022 10:00:00 +0000

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.

Lessons manufacturers can learn from SaaS with Matt Sciannella | Industrial Marketing Live

Tue, 08 Nov 2022 18:30:00 +0000

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.

What is demand generation anyways?

Tue, 01 Nov 2022 15:00:00 +0000

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

The Industrial Customer Experience with Chris Belli

Tue, 25 Oct 2022 09:00:00 +0000

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

Customer experience and leveraging your brand with Chris Belli | Industrial Marketing Live

Tue, 18 Oct 2022 09:00:00 +0000

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

Build the hype for your next marketing plan | Industrial Marketing Live

Tue, 11 Oct 2022 09:00:00 +0000

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.

The importance of a CRM for industrial marketing and sales teams

Tue, 04 Oct 2022 09:00:00 +0000

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

What manufacturing leaders care about

Tue, 27 Sep 2022 09:00:00 +0000

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

Get Marketing a Seat at the Table | Industrial Marketing Live

Fri, 16 Sep 2022 09:00:00 +0000

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