The Manufacturing Marketer

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The Manufacturing Marketer aims to provide a place for industrial marketers to skill themselves up so they can provide value to their business.  This show is hosted by Gorilla 76 Senior Strategists Mary Keough and Brendon Forrest; marketers who cut their teeth in-house at manufacturing companies. Each week listen to a mix of Industrial Marketing Live events, topic deep dives, and guest discussions. You will come away with actionable advice you can apply immediately to drive demand and build a revenue pipeline.

Gorilla 76


    • May 1, 2025 LATEST EPISODE
    • weekly NEW EPISODES
    • 41m AVG DURATION
    • 130 EPISODES


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    Latest episodes from The Manufacturing Marketer

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

    Play Episode Listen Later May 1, 2025 37:06


    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

    Is Longform Content Dead? w/ James Boeckmann

    Play Episode Listen Later Apr 17, 2025 32:31


    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

    Play Episode Listen Later Apr 10, 2025 46:34


    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

    Play Episode Listen Later Apr 4, 2025 25:36


    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

    Play Episode Listen Later Mar 27, 2025 44:03


    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

    Play Episode Listen Later Mar 20, 2025 52:49


    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

    Play Episode Listen Later Mar 13, 2025 46:29


    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.

    personal growth jordan yates
    Digital Lessons for Your Manufacturing Showroom | IMC Live

    Play Episode Listen Later Mar 6, 2025 45:13


    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

    Play Episode Listen Later Feb 20, 2025 33:55


    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

    Play Episode Listen Later Feb 13, 2025 42:49


    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

    Play Episode Listen Later Feb 6, 2025 29:57


    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

    Play Episode Listen Later Jan 30, 2025 33:03


    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

    Play Episode Listen Later Jan 24, 2025 44:18


    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

    Play Episode Listen Later Jan 16, 2025 22:15


    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

    Play Episode Listen Later Jan 9, 2025 49:50


    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

    Play Episode Listen Later Dec 19, 2024 32:03


    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

    Play Episode Listen Later Dec 12, 2024 43:33


    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

    Play Episode Listen Later Dec 5, 2024 45:01


    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

    Play Episode Listen Later Nov 28, 2024 39:43


    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

    Play Episode Listen Later Nov 21, 2024 24:06


    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

    Play Episode Listen Later Nov 14, 2024 37:45


    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

    Play Episode Listen Later Nov 7, 2024 26:20


    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

    Play Episode Listen Later Oct 31, 2024 29:59


    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

    Play Episode Listen Later Oct 24, 2024 37:37


    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

    Play Episode Listen Later Oct 17, 2024 26:23


    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

    Play Episode Listen Later Oct 10, 2024 43:39


    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

    Play Episode Listen Later Oct 3, 2024 26:34


    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

    Play Episode Listen Later Sep 26, 2024 39:46


    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

    Play Episode Listen Later Sep 19, 2024 28:56


    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

    Play Episode Listen Later Sep 12, 2024 42:36


    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

    Play Episode Listen Later Aug 29, 2024 34:26


    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

    Play Episode Listen Later Aug 22, 2024 42:31


    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

    Play Episode Listen Later Aug 15, 2024 38:37


    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

    Play Episode Listen Later Aug 8, 2024 43:52


    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

    Play Episode Listen Later Aug 1, 2024 31:42


    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

    Play Episode Listen Later Jul 25, 2024 39:11


    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

    Play Episode Listen Later Jul 18, 2024 41:17


    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

    Play Episode Listen Later Jul 11, 2024 36:03


    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

    Play Episode Listen Later Jul 4, 2024 25:40


    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?

    ai gorilla graphic design digital creative director
    Career Growth for Industrial Marketers w/ Sami Birch | Industrial Marketing Live

    Play Episode Listen Later Jun 27, 2024 38:27


    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

    Play Episode Listen Later Jun 20, 2024 34:53


    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

    Play Episode Listen Later Jun 13, 2024 40:39


    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

    Play Episode Listen Later Jun 6, 2024 33:37


    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

    Play Episode Listen Later May 31, 2024 41:11


    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

    Play Episode Listen Later May 23, 2024 45:29


    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

    Play Episode Listen Later May 16, 2024 28:05


    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

    Play Episode Listen Later May 9, 2024 44:56


    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

    Play Episode Listen Later May 2, 2024 39:12


    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

    Play Episode Listen Later Apr 25, 2024 39:45


    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

    Play Episode Listen Later Apr 18, 2024 46:35


    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

    Play Episode Listen Later Apr 11, 2024 49:00


    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.

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