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 marketers can learn from creating something customers can actually experience.

STAY CONNECTED

🔗 Learn more about the Industrial Marketing Collective: https://industrialmarketingcollective.com

🔗 Gorilla 76: https://www.gorilla76.com

🔗 Register for the next IMS Live show: https://www.gorilla76.com/industrial-marketing-live

🔗 Julie at Lehnen Industrial Services: https://www.linkedin.com/in/julie-runez

ABOUT IMC LIVE

IMC Live is the interactive webinar series from the Industrial Marketing Collective — created for marketers at manufacturing companies. Each session is designed to help you connect with peers, sharpen your skills, and drive measurable results in your work.

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 hooked on AI.

Connect with Taylor on LI: https://www.linkedin.com/in/taylorcorrado/

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 & Brand Manager at Cimco-GC Systems

McKenzie Raduns, Creative Strategist at Shive-Hattery

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: https://www.linkedin.com/in/dsfpg/

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/brendonforrest/

Connect with Nihal on LinkedIn: https://www.linkedin.com/in/nihal-shetty-267658214/