The Manufacturing Marketer

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.

Josh Rozman, marketing leader at Oberlin Filter and creator of mascot Phil, blends scrappy creativity with systems thinking. He explains why a spokescharacter can 'stop the scroll' and how Phil scales across chatbots, videos, and email. Josh also covers winning leadership buy-in, involving employees in naming, and animating the mascot while prioritizing marketing systems like call attribution.

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.

In this chat, Taylor Corrado, Senior Director of Brand Marketing at Wistia, dives into the vital role of video in B2B marketing. With a wealth of experience, he shares practical insights on repurposing content, like transforming Wistia's State of Video report into engaging webinars and social clips. Taylor discusses balancing production quality with authenticity, leveraging customer stories, and maximizing AI to streamline video creation. Learn tactics to prevent burnout while scaling your video efforts and the importance of hosting videos on your own site for better audience engagement.

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.

Josh Rozman, marketing manager at Oberlin Filter Company who runs a one-person team, mixes creativity with technical solutions. He explains solving attribution puzzles with call tracking and CRMs. He also introduces Phil, an AI-powered cartoon chatbot that screens leads and humanizes technical outreach. The conversation highlights practical tools, scalable branding, and getting internal buy-in.

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.

Joe Sullivan, co-founder of Gorilla 76 and manufacturing marketing veteran, shares his perspective on measuring marketing impact in long, consultative sales cycles. He discusses when ROI conversations are fair and how channel, audience and market shape expectations. Short tests, leading indicators and clear metric storytelling are highlighted as ways to prove progress and win leadership buy-in.

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.

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?