The Manufacturing Marketer

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 forgettable marketing. Jim also shares examples from his work with brands like MSC Industrial Supply and how stronger creative direction can help manufacturing brands earn attention — not just explain themselves.

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: https://www.linkedin.com/in/bryan-debois/

Learn more about RoviSys: https://www.rovisys.com/

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 disruptions.

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 takes to make it work.

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.

Learn more about MarTech3D: https://www.martech3d.com/

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 the most bang for your buck out of a customer research interview.

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 testing new marketing approaches? Peyton joins Brendon and Nihal to discuss.

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