The Manufacturing Marketer

They treat organic social as a laboratory for testing creative and paid strategies. They debate when paid wins fast versus when organic builds long-term identity. Practical hurdles like small niche audiences, algorithm limits, and authenticity are explored. They share systems for repurposing organic wins, using brand GPTs, and testing cheaply on Meta before scaling to pricier platforms.

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.

Taylor Corrado, video marketing lead at Wistia who helps businesses adopt video-first strategies. They discuss video trends for industrial marketers in 2026. Short-form social clips versus long-form conversion videos. Practical low-fi formats and how to plan shoots for many repurposed assets. Rethinking webinars as reusable, high-value content.

McKenzie Raduns, creative strategist focused on industrial accounts, explores AI agents and LinkedIn growth. Tom Dykstra, marketing and brand manager, hunts culture-as-content and attribution fixes. Andrew Cameron, digital marketer, plans a LinkedIn overhaul and chatbot experiments. Lauren Burkle, creative strategist for A/E, adopts bold creative tactics and AI assistants. They discuss practical AI agents, LinkedIn tactics, culture-as-content, and attribution challenges.

Today, we’re talking to John Greely from Navu, where their team is working on integrating LLMs into business websites. What we want to find out is what the advances in LLM technology offer your website work, and how the websites of 2026 might look different from those in the years past. Connect with John on LI: https://www.linkedin.com/in/greely/

Ray Reeder, Gorilla76 strategist who built employer branding and recruitment programs at a precision machining firm, and Wes Temple, Gorilla76 strategist with B2B and construction marketing experience, discuss how marketing can support hiring and retention. They explore treating recruitment like a go-to-market strategy, aligning employer brand with customer messaging, auditing candidate touchpoints, local recruiting tactics, and community outreach.

We’re talking today with Emily Ting from CCS America about her experience building a B2B e-commerce portal for CCS America – a project that taught her, and will hopefully teach us, a lot about what’s most important in this process. Connect with Emily on LI: https://www.linkedin.com/in/emily-ting/

Katie Parlin from Flow Waterjet joins the show to talk about how she rebuilt her company's product launch framework from the ground up. Connect with Katie on LI: https://www.linkedin.com/in/katieparlin/ Connect with Peyton on LI: https://www.linkedin.com/in/peytwarren/ Connect with Allen on LI: https://www.linkedin.com/in/allen-fennewald-b0256984/

Lysa Goodman, marketing manager at Sugino Corp who runs Reddit ad campaigns for industrial audiences. She explains why LinkedIn can miss shop-floor engineers. Reddit’s subreddit targeting and niche communities can reach passionate buyers. She discusses combining organic posts with paid ads, low-cost testing, and creative that sparks real conversation.

Kevin McClary, Head of Performance Marketing who turns analytics and AI-driven traffic signals into web strategy. Randall Zaitz, Digital Creative Director who leads B2B site design and user experience. They walk through planning frameworks, signs a site needs a rebuild, measuring AI referrals and conversions, stakeholder buy-in strategies, sitemaps and content mapping, and why iterative launches beat perfection.