The Manufacturing Marketer

Today, we’ve brought Gorilla Senior Strategist Maya Harrington back onto the show after her recent appearance on IMC: Live, where she and Gorilla Strategist Chelsey Trevino discussed their recent work with AI search audits for clients. We wanted her back on the show to talk more about the tactics and tricks she’s learned along the way. Connect with Maya on LinkedIn: https://www.linkedin.com/in/may...

Manufacturers are rushing to understand how they're being represented in ChatGPT, Claude, Gemini and other AI platforms. But running a GEO audit is only the beginning. In this episode, Gorilla 76 strategists Maya Harrington and Chelsey Trevino share lessons from GEO audits they've conducted across industrial manufacturers. They discuss the patterns they're seeing, common misconceptions and how mar...

Today, we’re taking a step back from campaigns and other typical bread and butter marketing tactics and talking more about…packaging! Our guest today is Jenny Stanley, Managing Director at Appetite Creative. And she’s here to talk to us about connected product packaging — and how AI is changing the picture. Connect with Jenny Stanley on LinkedIn: https://www.linkedin.com/in/jenny-stanley/

When Fullerton Tool started down the e-commerce path, they weren't trying to build a custom platform. They were trying to solve customer problems. In this episode, Beth Bauer and Tim Roenicke share how a website that initially focused on inventory visibility and product search gradually evolved into a business-critical tool for quoting, ordering, customer service and distributor support. One of th...

In this episode borrowed from our sister show The Manufacturing Employer, Jon Franko and marketing strategist Ray Reader discuss how manufacturing companies can align their marketing and HR efforts to attract and retain top talent. They explore strategies for employer branding, the importance of authenticity and practical steps for building a strong employer brand.

What separates a CRM that creates clarity from one that creates chaos? In this episode of IMC Live, Gorilla 76 strategist Connor Phillips breaks down how industrial marketers can turn their CRM into a true revenue-driving command center. From cleaning up messy data and improving CRM hygiene to implementing automation, lead scoring and AI-powered workflows, Connor walks through the “crawl, walk, ru...

Campaigns live and die with the LP. That’s what we think, at least. So today, we’re going to dive deeper into the not-so-humble art of the landing page – what goes into a good one, how many you should be running, and all kinds of other things.

In this episode, Peyton and Allen sit down with Jim Olen to talk about what industrial marketers can learn from entertainment and commercial production. The conversation covers storytelling, episodic content, storyboarding, pre-production, ROI and why “just shoot something” usually leads to forgettable marketing. Jim also shares examples from his work with brands like MSC Industrial Supply and how...

Manufacturers are integrating AI into their own operations, and it’s more than likely that that includes your own company. So how do we message around it? And, should we? To help us sort this out, we’re talking to Bryan DeBois, Director of Industrial AI at RoviSys. Connect with Bryan on LinkedIn: https://www.linkedin.com/in/bryan-debois/ Learn more about RoviSys: https://www.rovisys.com/

In this episode, Nihal, Brendon and Peyton discuss how industrial marketers can and should respond during times of significant economic and geopolitical upheaval. They explore the timing, relevance, tone and channels for effective communication about sensitive topics like tariffs, war and market disruptions.

E-commerce in B2B industrial isn’t as simple as launching a storefront. So what does it look like when it works? In this IMC Live session, Peyton and Allen talk with Tyler Simmons of Energy Management Corporation about how VFDs.com has built an e-commerce engine over the past decade — and what it takes to make it work.

Today, we’ve brought on Mark Worger from MarTech3D to talk more about product visuals. When we’re thinking about product illustrations, we’re often talking about photos and videos. But Mark does work bringing these kinds of products for industrial companies to life, and we want to find out more. Learn more about MarTech3D: https://www.martech3d.com/

With AI and other options available for getting insights from customers, what’s the point of the humble customer interview? And, how do you strategize these calls to get the most out of them? In this IMC Live session, Allen talks to Nihal and Stephanie, writers at Gorilla, to dig into how to get the most bang for your buck out of a customer research interview.

Today, we wanted to run a bit of a thought experiment on organic social. As an agency, we’ve often recommended that clients turn email or well performing paid social content into organic social posts for added engagement. But what if we’ve got it backwards? What if organic social is the lab for testing new marketing approaches? Peyton joins Brendon and Nihal to discuss.

What happens when you give customers a place to explore — not be sold to? In this episode, Peyton Warren and Allen Fennewald talk with Julie Runez of Lehnen Industrial Services about the Lehnen Lab — a space designed to de-risk automation decisions that’s become a powerful driver of trust, content, and pipeline. They break down the idea of the “$0 zone,” why community works in industrial, and what...

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 ho...

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...

Today, we’re talking to John Greely from Navu, where their team is working on integrating LLMs into business websites. What we want to find out is what the advances in LLM technology offer your website work, and how the websites of 2026 might look different from those in the years past. Connect with John on LI: https://www.linkedin.com/in/greely/

Manufacturing companies are struggling with maintaining their workforce. Where does marketing come in to help solve it? Wes Temple and Ray Reader, G76 strategists, talk with the IMC Live crew about hiring and retention.

We’re talking today with Emily Ting from CCS America about her experience building a B2B e-commerce portal for CCS America – a project that taught her, and will hopefully teach us, a lot about what’s most important in this process. Connect with Emily on LI: https://www.linkedin.com/in/emily-ting/

Katie Parlin from Flow Waterjet joins the show to talk about how she rebuilt her company's product launch framework from the ground up. Connect with Katie on LI: https://www.linkedin.com/in/katieparlin/ Connect with Peyton on LI: https://www.linkedin.com/in/peytwarren/ Connect with Allen on LI: https://www.linkedin.com/in/allen-fennewald-b0256984/

Brendon and Nihal talk with Lysa Goodman, Marketing Manager at Sugino Corp, about her experience running ads on Reddit. We talk all about where this platform might be most useful to industrial marketers. Connect with Brendon on LinkedIn: https://www.linkedin.com/in/brendonforrest/ Connect with Nihal on LinkedIn: https://www.linkedin.com/in/nihal-shetty-267658214/ Connect with Lysa on LinkedIn: htt...

Peyton talks with Randall Zaitz, Digital Creative Director at Gorilla 76, and Kevin McClary, Head of Performance Marketing, about what goes into launching a successful website overhaul.

Today we’re talking all about commodities. And if your job involves marketing them, you might sometimes feel a bit out of the loop when it comes to typical industrial marketing strategy – even things like positioning become a lot more challenging when we’re talking about these products. So what do you do instead? Let’s talk about it. Connect with Brendon on LinkedIn: https://www.linkedin.com/in/br...

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.