The Manufacturing Marketer

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

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Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live

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

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Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

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.

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Don't miss the next Industrial Marketing Live show by registering at industrialmarketinglive.com

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. Commit to telling the same story in every facet of your marketing, and its power is amplified.

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Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

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, investing time upfront yields long-term benefits for both businesses and customers.

Aren encourages marketers to treat their foundational work as a living document, continuously updating it based on fresh customer insights and market changes. Sharing these insights across departments ensures a cohesive brand story that supports sales, customer service, and product development efforts.

Both agree that customer interviews are essential in discovering genuine pain points and opportunities. They discuss how to create a positioning strategy that connects unique features to tangible value, develop a customer-centric brand story, and formulate a research-driven content plan.

Ultimately, the key takeaway is that by dedicating time and effort to building a solid foundation through customer insights and strategic thinking, industrial marketers can craft marketing communications and campaigns with compelling value propositions that make a lasting impact.

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Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-live.

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.

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Join us live on future IML sessions! Learn more and register at https://www.gorilla76.com/industrial-marketing-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 budget appropriate for your audience size

Helpful resources:

* Screen-share of this episode - https://youtu.be/I0PGAEZ5YWc

* TMM episode on paid social budgets - https://open.spotify.com/episode/01MKrZXuRBciuoxGyElobE?si=01793a70dbc145e3

* G76 paid social budget calculator - https://docs.google.com/spreadsheets/d/1VPUV1DTGz1Kps9avwtVCEHJMdq-cP6pIAgmFOKdCgzA/edit?usp=sharing

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Learn more about Gorilla 76, Industrial Marketing Live and The Manufacturing Marketer at https://gorilla76.com.