PODCAST · marketing
The Manufacturing Marketer
by Gorilla 76
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.
Episodes
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The video content you actually need and how to make it w/ Callahan O'Brien | IMC Live
Callahan O'Brien, video marketing specialist at Roundtable Learning, joins the collective to speak on where industrial marketers should start with video, when a high-production shoot is worthwhile, and how to get a month of content out of a single day of filming. This episode was recorded live on...
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Increasing revenue WITHOUT new customers
Marketing isn’t just about new leads. Hang around with enough people in industrial marketing and sales and you’ll hear it pretty often: “Our customers know us for our flagship product line, but they have no idea we do all of this other stuff, too.” That’s when marketing has to step in. But how do...
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Test before you spend: Building an organic to paid social pipeline w/ Brandan Davis | IMC Live
Gorilla 76 Performance Marketer Brandan Davis breaks down how to use organic social as a testing ground for paid: which engagement signals mean a post has earned a budget, what has to change about that post before it runs as an ad and what to spend when you launch. Recorded live at IMC Live,...
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AI search tactics w/ Wes Temple
We’ve brought back Wes Temple, Director of Growth here at Gorilla 76, to talk through how our agency is thinking about AI search, and what you, dear listeners, might want to consider for yourself. Let’s dig in. Connect with Wes on LinkedIn: https://www.linkedin.com/in/westemple/
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Developing sales trainings that actually sell w/ Stu Accola | IMC Live
Your company spends months on a product launch. The engineering is dialed in, the messaging is ready, and then the sales team walks out of the training asking how they're supposed to actually sell it. Stu Accola has run that meeting from both sides. He's spent 17 years in B2B industrial marketing...
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Career advice for industrial marketers w/ Jon Franko
This podcast has always been about equipping industrial marketers to do their best work and build their careers. So, for our 200th episode, there isn’t a more fitting topic than talking about those careers. Jon Franko, co-founder of Gorilla 76 and head honcho of all things people at the agency…
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Stay in the room: Using Google retargeting to expand your reach | IMC Live
Google's retargeting is one of the most affordable ways manufacturers stay in front of buyers who already visited the site but left without filling out a form. But on an increasingly crowded Google page, it also produces some of the most ignorable creative on the internet. Unless you do it right....
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Your email list is the only audience you own
Brendon makes the argument that email might be the most valuable -- and the most overlooked -- tool in the industrial marketer's toolkit. Take a listen.
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Show up or get left out: Tailoring your digital presence for AI search w/ Erik Schlosser | IMC Live
If you're not referenced, you're invisible. That's how Gorilla 76 founder Joe Sullivan frames AI search, and it's the problem we take on in this episode. Keyword stuffing doesn't work on an LLM. You either answer your buyers' questions well enough to get cited, or you're not in the conversation....
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Everyone’s asking the wrong question about AI and websites w/ Randall Zaitz
We’ve brought back on Randall Zaitz, Gorilla’s Digital Creative Director and a friend of the show. Randall’s been writing about AI’s place in website development, and he has some thoughts on a much needed mentality shift. In short: AI is a tool. But not everything in a website build is a question...
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The making of an industrial podcast w/ Peyton Warren
Podcasting has taken over manufacturing. At least, we think so. And today, we’ve brought back Gorilla 76’s Marketing Director Peyton Warren to talk to us about it. We’ve done them for clients, we’re doing it ourselves, obviously, here at Gorilla. Let’s talk about how the sausage gets made…
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Stop optimizing for clicks: A better approach to B2B landing pages w/ Tas Bober | IMC Live
Most B2B landing pages are built to convert — but what if that's the wrong goal entirely? In this conversation, we'll sit down with Tas Bober, landing page strategist and founder of The Scroll Lab, to rethink how we approach LPs for complex products and services. We'll cover: Why on-page...
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Your 2026 paid social tactics w/ Kevin McClary
Brendon and Nihal talk to Kevin McClary, head of performance marketing at Gorilla 76, about what's happening in paid social for industrial companies in 2026: the tactics, the strategy and what's changing with AI.
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Industrial marketers piloting AI w/ Aren Manship
We’ve brought back our wonderful, and previously regular cohost on this show, Aren Manship – formerly Aren Buresh. For longtime listeners, you’ll already know that Aren is Strategy Director here at Gorilla 76. And today, she’s here to talk about how the strategy department here at Gorilla has…
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More on AI search audits w/ Maya Harrington
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...
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What GEO audits are revealing about manufacturers in AI search w/ Maya Harrington and Chelsey Trevino | IMC Live
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…
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What can industrial marketers do with product packaging? w/ Jenny Stanley
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…
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Building e-commerce around how customers buy w/ Tim Roenicke and Beth Bauer of Fullerton Tool Company | IMC Live
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...
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Bridging marketing and HR to build winning teams w/ Ray Reader | The Manufacturing Employer
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...
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CRM crawl, walk, run: Building a better revenue engine for manufacturers w/ Connor Phillips | IMC Live
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...
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Landing page lunatics
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.
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Stop making “just another video”: talking branded entertainment w/ Jim Olen | IMC Live
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...
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Manufacturers are using AI. How do they message on it?
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:...
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Send it! Why (and how) B2B companies ought to speak out on touchy subjects
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...
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B2B e-commerce: ‘add to cart’ isn’t the goal w/ Tyler Simmons | IMC Live
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...
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The new wave in product visuals w/ Mark Worger
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....
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Getting customer research right | IMC Live
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...
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The organic social laboratory
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...
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They built a “$0 sales zone”… and it changed everything w/ Julie Runez | IMC Live
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…
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SEE DESCRIPTION: What's going on with video in 2026? w/ Taylor Corrado
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...
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Real-time takeaways from Industrial Marketing Summit 2026 attendees | IMC Live
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…
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How do LLMs fit into your website? w/ John Greely
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...
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Marketing's role in workforce recruitment and retention w/ Wes Temple and Ray Reader | IMC Live
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.
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Ecommerce deployment headaches w/ Emily Ting
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/
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How she built it: an industrial product launch framework w/ Katie Parlin | IMC Live
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:...
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LinkedIn is OUT, and Reddit is IN? w/ Lysa Goodman
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...
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Prepping for website overhauls | IMC Live
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.
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Is marketing commodities the worst job in industrial marketing?
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…
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Looking Back on IMC Live 2025 | IMC Live
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.
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2026 Dreams
What are industrial marketers looking forward to in 2026? Brendon and Nihal link up with IMC: Live hosts Peyton and Allen to get into it.
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Why You Need an Experimental Line in Your Marketing Budget
Today, we’re getting a little zany. Since we’re approaching the end of Q4, we wanted to make an episode checking in with you about your budgets for the upcoming year. And what we specifically want to talk about is the role of an experimental line in your marketing budget - why it matters, and how...
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How Gorilla 76 is Using AI Right Now | IMC Live
Almost everyone's using generative AI, but not in the same ways. And why are the best use cases being gatekept by marketers in the know? Peyton and Allen lead a discussion with other Gorillas to go through the use cases and AI strategy most exciting for industrial marketers today.
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Project Managing Your Marketing w/ Alex Monroe
Today, we’re talking with Director of Projects here at Gorilla 76, Alex Monroe. Alex has been reshaping the way we do work here at Gorilla from a project management viewpoint, and he has some ideas for industrial marketers broadly on what they can do to manage their workload and deliver results…
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Stop letting your positioning die in OneDrive | IMC Live
Most manufacturers don’t have a positioning problem. They have an implementation problem. In this episode of IMC Live, Gorilla 76’s Peyton Warren and Allen Fennewald sit down with Brendon Forrest to explore why messaging often falls flat inside manufacturing organizations — and how marketers can...
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Product launches and working with channel partners w/ Kelly Battaglini
We’ve brought Kelly Battaglini, back from her recent episode on product marketing to dig more into product launches. Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kbattaglini/
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B2B product marketing from inside an industrial automation company with Kelly Battaglini | IMC Live
How industrial marketers can use product marketing to drive real sales momentum. What does great product marketing look like inside a manufacturing organization? And how can small teams adopt enterprise-level tactics to drive results? In this episode, Gorilla 76’s Peyton Warren and Allen…
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Building your 2026 manufacturing marketing budget: data-driven planning for industrial companies
Brendon Forrest, Allen Fennewald and Wes Temple from Gorilla 76 show you how to build marketing budgets leadership will approve. Learn to work backwards from revenue goals, calculate cost-per-lead and balance digital versus traditional spend. We'll cover: - Working backwards from revenue goals to...
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Lead Gen and Demand Gen: Connecting short-term wins with long-term growth | IMC Live
Marketers are asked to build brand and drive results all at once. But doing both well starts with knowing how lead gen and demand gen really work, and how to use them together. Allen talks with Gorilla 76’s Aren Buresh and Peyton Warren about what’s changed in 2025, what still works, and how to...
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Getting Creative: Building a Brand Mascot w/ Josh Rozman
We’ve brought back Josh Rozman from a recent IMC: Live episode on call attribution. And if you’ve listened to that show, you’re probably also aware that Josh’s company, Oberlin Filter, has a pretty cool mascot that Josh has spearheaded. We want to dig further in, and really get to know Josh as a...
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Revisiting Industrial Policy Under Trump
Today we’re stepping back from some of our more tactical discussions to talk about the industrial world at large. Donald Trump’s presidency has meant a lot of changes for industrial America, and we want to take an episode to talk about how.
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ABOUT THIS SHOW
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.
HOSTED BY
Gorilla 76
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Frequently Asked Questions
How many episodes does The Manufacturing Marketer have?
The Manufacturing Marketer currently has 206 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Manufacturing Marketer about?
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...
How often does The Manufacturing Marketer release new episodes?
The Manufacturing Marketer publishes regularly with 206 episodes available. Check the episode list for the typical release schedule.
Where can I listen to The Manufacturing Marketer?
You can listen to The Manufacturing Marketer on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Manufacturing Marketer?
The Manufacturing Marketer is created and hosted by Gorilla 76.
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