PODCAST

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

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All Episodes

Project Managing Your Marketing w/ Alex Monroe

The Manufacturing Marketer ·

2025/12/04

Today, we’re talking with Director of Projects here at Gorilla 76, Alex Monroe. Alex has been reshaping the way we do work here at Gorilla from a project management viewpoint, and he has some ideas for industrial marketers broadly on what they can do to manage their workload and deliver results on time. Let’s dig in.

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Stop letting your positioning die in OneDrive | IMC Live

The Manufacturing Marketer ·

2025/11/27

Most manufacturers don’t have a positioning problem. They have an implementation problem.In this episode of IMC Live, Gorilla 76’s Peyton Warren and Allen Fennewald sit down with Brendon Forrest to explore why messaging often falls flat inside manufacturing organizations — and how marketers can finally put their positioning to work. You’ll learn how to spot alignment gaps, build a feedback loop with sales, and turn a dusty one-pager into messaging that actually drives better

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33:59

Product launches and working with channel partners w/...

The Manufacturing Marketer ·

2025/11/20

We’ve brought Kelly Battaglini, back from her recent episode on product marketing to dig more into product launches.Connect with Kelly on LinkedIn: https://www.linkedin.com/in/kbattaglini/

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43:32

B2B product marketing from inside an industrial...

The Manufacturing Marketer ·

2025/11/13

How industrial marketers can use product marketing to drive real sales momentum.What does great product marketing look like inside a manufacturing organization? And how can small teams adopt enterprise-level tactics to drive results? In this episode, Gorilla 76’s Peyton Warren and Allen Fennewald sit down with Kelly Cicconi Battaglini — a 13-year product marketing leader at Phoenix Contact — to break it down. You’ll learn how to: - Influence sales, even when it feels out of

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37:52

Building your 2026 manufacturing marketing budget:...

The Manufacturing Marketer ·

2025/11/06

Brendon Forrest, Allen Fennewald and Wes Temple from Gorilla 76 show you how to build marketing budgets leadership will approve. Learn to work backwards from revenue goals, calculate cost-per-lead and balance digital versus traditional spend.We'll cover: - Working backwards from revenue goals to determine actual budget needs - Calculating close rates, SQL conversion and cost-per-lead to justify spend - Balancing brand building with demand capture spend - Using digital-first

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Lead Gen and Demand Gen: Connecting short-term wins...

The Manufacturing Marketer ·

2025/10/30

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

The Manufacturing Marketer ·

2025/10/23

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

The Manufacturing Marketer ·

2025/10/16

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...

The Manufacturing Marketer ·

2025/10/09

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

The Manufacturing Marketer ·

2025/10/02

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

The Manufacturing Marketer ·

2025/09/25

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 earn internal buy-in and optimize spend. But that’s just half the

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Talking about April Dunford

The Manufacturing Marketer ·

2025/09/18

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

The Manufacturing Marketer ·

2025/09/11

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 your marketing program is positioning you for business growth and how

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Getting into Positioning

The Manufacturing Marketer ·

2025/09/04

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

The Manufacturing Marketer ·

2025/08/28

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...

The Manufacturing Marketer ·

2025/08/21

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-first experiences - The interplay between thought leadership, performance

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The Business Impact of 99 Webinars | IMC Live

The Manufacturing Marketer ·

2025/08/14

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

The Manufacturing Marketer ·

2025/08/07

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

The Manufacturing Marketer ·

2025/07/31

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

The Manufacturing Marketer ·

2025/07/24

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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The Manufacturing Marketer

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