Podcast
The Manufacturing Marketer
Hosted by Gorilla 76 · EN
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.
33episodes
Episodes
Newest firstAll episodes
Everyone’s asking the wrong question about AI and websites w/ Randall Zaitz
1w ago00:31:20Tap to summarizeWe’ve brought back on Randall Zaitz, Gorilla’s Digital Creative Director and a friend of the show. Randall’s been writing about AI’s place in website development, and he has some thoughts on a much needed mentality shift. In short: AI is a tool. But not everything in a website build is a question of tooling. Let’s dig into the differences.
Transcribe →The making of an industrial podcast w/ Peyton Warren
2w ago00:41:08Tap to summarizePodcasting has taken over manufacturing. At least, we think so. And today, we’ve brought back Gorilla 76’s Marketing Director Peyton Warren to talk to us about it. We’ve done them for clients, we’re doing it ourselves, obviously, here at Gorilla. Let’s talk about how the sausage gets made, whether it’s a good fit for your business, and the nitty gritty of performance and goals with podcasting.
Transcribe →Stop optimizing for clicks: A better approach to B2B landing pages w/ Tas Bober | IMC Live
3w ago01:02:44Tap to summarizeMost 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 metricHow to build pages that serve buying committees, not just individual clicksWhat it actually looks like to match your landing page to the B2B buying journeyFrom 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.
Transcribe →Your 2026 paid social tactics w/ Kevin McClary
4w agoTap to summarizeBrendon 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.
Transcribe →Industrial marketers piloting AI w/ Aren Manship
Jul 900:32:24Tap to summarizeWe’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 podcast@gorilla76.com
Transcribe →More on AI search audits w/ Maya Harrington
Jul 200:27:04Tap to summarizeToday, 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: podcast@gorilla76.com
Transcribe →What GEO audits are revealing about manufacturers in AI search w/ Maya Harrington and Chelsey Trevino | IMC Live
Jun 2500:43:08Tap to summarizeManufacturers 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.
Transcribe →What can industrial marketers do with product packaging? w/ Jenny Stanley
Jun 1800:34:27Tap to summarizeToday, 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/
Transcribe →Building e-commerce around how customers buy w/ Tim Roenicke and Beth Bauer of Fullerton Tool Company | IMC Live
Jun 1100:47:52Tap to summarizeWhen 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-commerceWhy product search became the foundation for everything elseHow instant quoting helped speed up sales conversations The importance of customer feedback loopsWhy some distributors embraced the platform while others resisted itThe realities of supporting a custom system in-houseWhat 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.
Transcribe →Bridging marketing and HR to build winning teams w/ Ray Reader | The Manufacturing Employer
Jun 400:27:05Tap to summarizeIn this episode borrowed from our sister show The Manufacturing Employer, Jon Franko and marketing strategist Ray Reader discuss how manufacturing companies can align their marketing and HR efforts to attract and retain top talent. They explore strategies for employer branding, the importance of authenticity and practical steps for building a strong employer brand.
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