The Manufacturing Marketer

The Manufacturing Marketer

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

Lead Gen and Demand Gen: Connecting short-term wins with long-term growth | IMC Live

October 30, 2025
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 tell if your brand is ready. You’ll leave with clear, actionable advice and a smarter way to think about your funnel. ...
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Getting Creative: Building a Brand Mascot w/ Josh Rozman

October 23, 2025
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 marketer and see how his thinking on marketing intersects with our own.
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Revisiting Industrial Policy Under Trump

October 16, 2025
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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Smarter Video Marketing for B2B: A Playbook from Wistia | IMC Live

October 9, 2025
In this episode of IMC Live, Peyton and Allen talk with Taylor Corrado, senior director of brand marketing at Wistia, about how modern B2B marketers can get more from their video content. You’ll hear how Wistia repurposes its State of Video report across formats and channels — and how you can apply the same thinking to your own webinars, podcasts and product videos.
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Metrics that Matter

October 2, 2025
Today, we’re talking about the metrics that matter for your marketing strategy, across the entire funnel. What should we be thinking about? And what might be a distraction? Brendon and Nihal dig in.
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Cartoons and Call Tracking | IMC Live

September 25, 2025
In this episode of IMC Live, we sit down with Josh Rozman — the one-person marketing team at Oberlin Filter Company — to unpack how creativity and tech are reshaping industrial marketing. Josh shares how he tackled one of manufacturing’s biggest challenges: marketing attribution. From “ghost hunting” lead sources to rolling out call tracking via CallRail, Josh talks us through the tools and tactics helping him e...
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Talking about April Dunford

September 18, 2025
In Part 2 of our series of conversations about positioning, Brendon and Nihal talk about how we handle positioning deliverables and what exactly the final product should look like. And, we talk a lot more about B2B marketing guru April Dunford.
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Marketing ROI | IMC Live

September 11, 2025
Most manufacturers don't know how to quantify marketing success, so they default to asking "What's the ROI?” after three or six months. But when you're selling CapEx equipment through a longer, complex and consultative sales cycle, answering the ROI question can get messy. In this show, we welcome Gorilla 76 co-founder Joe Sullivan to the stage to examine both the leading signals and trailing metrics to know if...
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Getting into Positioning

September 4, 2025
All about positioning. Podcast co-host Brendon has been doing a lot of work on positioning and how it’s handled at Gorilla over the past couple of months, and co-host Nihal has some questions.
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Making Work Fun Again | IMC Live

August 28, 2025
On this episode of IMC Live, Peyton and Allen sit down with Gorillas James Boeckmann, Randall Zaitz, and Jenny Wang. The topic? All about making marketing more fun — and why that’s more than just a nice-to-have. When energy is high, people are engaged and positive, and the work tends to be better. So we’re asking: How do you bring energy to the work, especially when it’s repetitive or feels like a grind? ...
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Community-Driven Marketing, Reimagined for Industrial Brands w/ Matthew Sciannella

August 21, 2025
In this episode, our host Brendon talks with Matthew Sciannella, senior director of demand generation at Refine Labs and former strategy director at Gorilla 76, about how industrial marketers can think differently about building and engaging communities. Along with Peyton, they explore: - What community looks like in a B2B manufacturing context - How webinars have evolved into more interactive, audience-firs...
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The Business Impact of 99 Webinars | IMC Live

August 14, 2025
In this special episode, we look back on five years of IMC Live. After 100 shows and nearly $3 million in influenced revenue, Peyton, Allen and Brendon break down what it really takes to build a content program with staying power. You’ll hear what worked, what didn’t and what’s next for the Industrial Marketing Collective.
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The Gorilla Team's Favorite Recent Projects

August 7, 2025
It's Gorilla Week at Gorilla 76, our annual company-wide get together. To celebrate, Nihal and Brendon wrangle their largest panel to date. Tune in to hear our hosts quiz a handful of strategists, content creators and performance marketers about recent projects they've been tackling for manufacturing clients.
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More on Paid Search and AI w/ Kevin McClary

July 31, 2025
Brendon, Nihal and Peyton sit down with Kevin McClary, who you might have caught on last week’s IMC: Live – and some previous episodes of this very podcast. He’s bringing us some more insights on AI, paid search, ads inside of LLMs and a whole lot more. Let’s dig in. LINKS Learn more about Industrial Marketing Summit at https://industrialmarketingsummit.com Learn more about Gorilla 76 at https://gorilla76.com ...
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Paid Search in the Age of AI | IMC Live

July 24, 2025
Search engines aren't the only place people are querying anymore. With the rise of AI tools like Gemini and ChatGPT, how can we expect the world of paid search to change? We've brought performance marketers Kevin McClary and Brandan Davis on the show to discuss.
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Goal Setting for the Goal Getter

July 17, 2025
For B2B marketers, revenue targets are only a starting place. Tune in as Brendon and Peyton discuss how they break company goals into marketing program specific outcomes you can measure against. Want to join the conversation? Reach out to us at themanufacturingmarketer@gorilla76.com.
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Design Talk w/ TJ Sheridan (Part 2): In the Weeds

July 10, 2025
Logos, typography, colors and so much more. We bring TJ back on for Part 2 of our conversation on all things design.
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Design Talk w/ TJ Sheridan (Part 1): Branding and Rebranding

July 3, 2025
Today, we’re kicking off a two part conversation with designer TJ Sheridan, another member of the Gorilla 76 crew. In this conversation, we’ll be tackling branding and rebranding projects for industrial companies.
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To Gate or Not to Gate w/ Craig Coffey (Eaton) | IMC Live

June 27, 2025

Gates are for livestock. 

 

That’s the take from our guest, Craig Coffey, Content Strategy and Marketing Manager at Eaton's residential division. With 20 years of experience at industrial giants like Parker Hannifin, Lincoln Electric, and Caterpillar, Craig joins the Industrial Marketing Collective to discuss the when, if, and how to gate content. 

 

The...

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The B2B Buying Decisions Report w/ Paul Ince

June 19, 2025
Marketing without data is like driving without a map — and you don’t want to get lost in the woods. Fortunately, on today’s episode, we’ve brought on Paul Ince, CEO of LikeMind Media, to share insights from the 2025 B2B Buying Decisions Report. We’ll dig into what their team’s research has shown us about how buyers are researching and making purchasing decisions, and how these insights can help guide industrial mar...
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