The Manufacturing Marketer

The Manufacturing Marketer

By Gorilla 76Marketing
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The Manufacturing Marketer episodes

  • 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 conversions are a misleading success metric

    • How to build pages that serve buying committees, not just individual clicks

    • What it actually looks like to match your landing page to the B2B buying journey

    From page structure to messaging strategy, Tas will share what it takes to create landing pages that give buyers the information they need to build a business case and put you on the shortlist.

    1 hr 3 min
  • 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.

    35 min
  • 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 been rolling out new AI pilots, and how you might be able to do the same.
    Want to talk about how you've been using AI? Reach out to [email protected]
    33 min
  • 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 and tricks she’s learned along the way.
    Connect with Maya on LinkedIn: https://www.linkedin.com/in/mayaj0nes/
    Reach out to the podcast: [email protected]
    28 min
  • 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 across industrial manufacturers. They discuss the patterns they're seeing, common misconceptions and how marketers can avoid getting overwhelmed by a flood of recommendations.

    The conversation includes examples of manufacturers that were showing up in AI-generated answers — but not for the industries, applications or buyer problems they wanted to be known for.

    You'll learn:

    • What GEO audits actually measure

    • Why business context matters before you start auditing

    • How AI tools associate companies with industries and problems

    • The role of foundational educational content

    • Why schema markup keeps appearing in audit findings

    • How technical content hidden in PDFs can limit visibility

    • Practical ways to run a lightweight GEO audit using prompts alone

    Whether you're just starting to explore AI visibility or already conducting GEO audits, this episode will help you focus on the actions that matter most.

    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.

    44 min
  • 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 the picture.
    Connect with Jenny Stanley on LinkedIn: https://www.linkedin.com/in/jenny-stanley/
    35 min
  • 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 into a business-critical tool for quoting, ordering, customer service and distributor support.

    One of the most interesting parts of the conversation is how often customer behavior shaped the direction of development. Search functionality led to quoting. Quoting led to new workflows. Distributor feedback led to new features. Internal teams began using the same tools customers were using. Over time, the platform became less about e-commerce and more about removing friction from the buying process.

    We discuss:

    • The lessons learned from an early failed attempt at e-commerce

    • Why product search became the foundation for everything else

    • How instant quoting helped speed up sales conversations

    • The importance of customer feedback loops

    • Why some distributors embraced the platform while others resisted it

    • The realities of supporting a custom system in-house

    • What manufacturers should consider before deciding to build or buy

    This is a conversation about e-commerce, but it's really a conversation about understanding customers and designing digital experiences around the way they actually work.

    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.

    48 min
  • 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 implementing automation, lead scoring and AI-powered workflows, Connor walks through the “crawl, walk, run” framework for building a CRM system that sales and marketing teams can actually trust and use.
    You’ll learn:
    Why CRM hygiene matters more than flashy automation
    How to standardize data across teams
    The best starter automations for marketers
    Common CRM mistakes that wreck reporting
    How AI is changing CRM management and data enrichment
    Tips for migrating from outdated CRM systems
    Whether you’re stuck in spreadsheets or scaling a sophisticated HubSpot setup, this episode offers practical advice for getting more value from your CRM.
    38 min
  • 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.
    42 min

About The Manufacturing Marketer

From the publisher's feed

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.