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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 a variety of senior marketers at Gorilla 76 including Brendon Forrest, Nihal Shetty, Aren Buresh and Peyton Warren.
Each week listen to a mix of Industrial Marketing Collective 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.
155 Episodes
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In this episode of IMC Live, Peyton and Allen talk with Taylor Corrado, senior director of brand marketing at Wistia, about how modern B2B marketers can get more from their video content.
You’ll hear how Wistia repurposes its State of Video report across formats and channels — and how you can apply the same thinking to your own webinars, podcasts and product videos.
Today, we’re talking about the metrics that matter for your marketing strategy, across the entire funnel. What should we be thinking about? And what might be a distraction? Brendon and Nihal dig in.
In this episode of IMC Live, we sit down with Josh Rozman — the one-person marketing team at Oberlin Filter Company — to unpack how creativity and tech are reshaping industrial marketing.
Josh shares how he tackled one of manufacturing’s biggest challenges: marketing attribution. From “ghost hunting” lead sources to rolling out call tracking via CallRail, Josh talks us through the tools and tactics helping him earn internal buy-in and optimize spend.
But that’s just half the story.
We also meet Phil — an AI-powered chatbot and animated brand mascot that handles weekend calls, screens leads and helps humanize Oberlin’s technical offerings. Phil isn’t just a gimmick — he’s a scalable, brand-owned asset helping bridge the gap between web traffic and sales conversations.
In Part 2 of our series of conversations about positioning, Brendon and Nihal talk about how we handle positioning deliverables and what exactly the final product should look like. And, we talk a lot more about B2B marketing guru April Dunford.
Most manufacturers don't know how to quantify marketing success, so they default to asking "What's the ROI?” after three or six months. But when you're selling CapEx equipment through a longer, complex and consultative sales cycle, answering the ROI question can get messy.
In this show, we welcome Gorilla 76 co-founder Joe Sullivan to the stage to examine both the leading signals and trailing metrics to know if your marketing program is positioning you for business growth and how to talk to your executive team about its progress.
All about positioning. Podcast co-host Brendon has been doing a lot of work on positioning and how it’s handled at Gorilla over the past couple of months, and co-host Nihal has some questions.
On this episode of IMC Live, Peyton and Allen sit down with Gorillas James Boeckmann, Randall Zaitz, and Jenny Wang. The topic? All about making marketing more fun — and why that’s more than just a nice-to-have. When energy is high, people are engaged and positive, and the work tends to be better. So we’re asking: How do you bring energy to the work, especially when it’s repetitive or feels like a grind?
In this episode, our host Brendon talks with Matthew Sciannella, senior director of demand generation at Refine Labs and former strategy director at Gorilla 76, about how industrial marketers can think differently about building and engaging communities.
Along with Peyton, they explore:
- What community looks like in a B2B manufacturing context
- How webinars have evolved into more interactive, audience-first experiences
- The interplay between thought leadership, performance marketing and the Four P’s
- Practical takeaways from real marketing efforts — and where we're going 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.
In this special episode, we look back on five years of IMC Live. After 100 shows and nearly $3 million in influenced revenue, Peyton, Allen and Brendon break down what it really takes to build a content program with staying power. You’ll hear what worked, what didn’t and what’s next for the Industrial Marketing Collective.
It's Gorilla Week at Gorilla 76, our annual company-wide get together. To celebrate, Nihal and Brendon wrangle their largest panel to date. Tune in to hear our hosts quiz a handful of strategists, content creators and performance marketers about recent projects they've been tackling for manufacturing clients.
Brendon, Nihal and Peyton sit down with Kevin McClary, who you might have caught on last week’s IMC: Live – and some previous episodes of this very podcast. He’s bringing us some more insights on AI, paid search, ads inside of LLMs and a whole lot more. Let’s dig in.
LINKS
Learn more about Industrial Marketing Summit at https://industrialmarketingsummit.com
Learn more about Gorilla 76 at https://gorilla76.com
Search engines aren't the only place people are querying anymore. With the rise of AI tools like Gemini and ChatGPT, how can we expect the world of paid search to change? We've brought performance marketers Kevin McClary and Brandan Davis on the show to discuss.
For B2B marketers, revenue targets are only a starting place. Tune in as Brendon and Peyton discuss how they break company goals into marketing program specific outcomes you can measure against.
Want to join the conversation? Reach out to us at themanufacturingmarketer@gorilla76.com.
Logos, typography, colors and so much more. We bring TJ back on for Part 2 of our conversation on all things design.
Today, we’re kicking off a two part conversation with designer TJ Sheridan, another member of the Gorilla 76 crew. In this conversation, we’ll be tackling branding and rebranding projects for industrial companies.
Gates are for livestock.
That’s the take from our guest, Craig Coffey, Content Strategy and Marketing Manager at Eaton's residential division. With 20 years of experience at industrial giants like Parker Hannifin, Lincoln Electric, and Caterpillar, Craig joins the Industrial Marketing Collective to discuss the when, if, and how to gate content.
The conversation explores why
• Your "white paper" might be a brochure
• How to create content that builds a real audience willing to engage with you
• The challenge of getting sales alignment
• And why the best answer to the gating question is often a qualified "it depends"
Connect with Craig on LinkedIn
Marketing without data is like driving without a map — and you don’t want to get lost in the woods. Fortunately, on today’s episode, we’ve brought on Paul Ince, CEO of LikeMind Media, to share insights from the 2025 B2B Buying Decisions Report. We’ll dig into what their team’s research has shown us about how buyers are researching and making purchasing decisions, and how these insights can help guide industrial marketers today.
Check out the report here: https://www.likemind.media/b2breport2025/
Marketers often find themselves as the task masters behind company events: Trade shows, an open house, a plant tour or a customer appreciation party. And while there are times these events just need to happen, there are also times when there are opportunities to level up the experience.
Enter today’s guest: Chris Casey, founder and effectuator at CJC Works, an experiential marketing company based in Wisconsin, U.S.A.
Homepage Hero Horror! When people land on homepages to get acquainted with manufacturing companies, what are the mistakes these manufacturers make that weaken that initial impression? Nihal and Brendon talk about it.
Speaking at live events is a great way to harness the expertise of your engineers and product experts and present it at scale. However, too many companies try to turn these opportunities into a sales pitch and seriously undercut their effectiveness. So how do you do it right? That’s what we’ll tackle today.
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