The Manufacturing Marketer

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.

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.

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...

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 spec...

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.

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...

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 t...

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

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 m...

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...

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!

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 htt...

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 Uni...

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 c...

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...

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.

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 p...

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...

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 y...

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.

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 cov...

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 Wha...

Not every campaign you run will be homerun out of the gate. But we can get into them surgically and diagnose the problem. Patrick joins today to share his philosophy on zooming out and then zooming into problems. This method will help you understand if any external or messaging issues you might have while zooming in looks at technical aspects of campaigns that might be off.

Give your future customers the gift of going second with social proof marketing. In this conversation G76 Conversion Writer Allen Fennewald joins Brendon and Peyton to unravel the path to successful storytelling. We cover: > Making the most of customer interviews > How one long-form case study can become all the content you need for a social proof campaign > Common pitfalls – Join us live on futur...

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.go...