The Manufacturing Marketer

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

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...

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. Com...

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, in...

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...

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.

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 b...

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.ch...

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 ho...

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.

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 meas...

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.

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...

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...

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

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-market...

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

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 h...

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, suc...

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...

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...

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?...

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...

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...

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.