The Manufacturing Marketer

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 marketing and the Four P’s - Practical takeaways from real marketing efforts — and where we're going next Whether you’re testing new tactics or refining what already works, this conversation offers a grounded look at how community can bolster your brand.

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.

A lively panel tour of recent projects for industrial clients. Conversation ads on LinkedIn, audience targeting strategies, and measurable lead performance get spotlighted. Sales audits and alignment tactics for boosting close rates are discussed. Practical positioning and messaging approaches are debated. Faster WordPress builds, Gutenberg patterns, and AI design-to-code tools round out the conversation.

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

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.

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.

Logos, typography, colors and so much more. We bring TJ back on for Part 2 of our conversation on all things design.

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.

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 conversation explores why  • Your "white paper" might be a brochure  • How to create content that builds a real audience willing to engage with you  • The challenge of getting sales alignment  • And why the best answer to the gating question is often a qualified "it depends"    Connect with Craig on LinkedIn

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 marketers today. Check out the report here: https://www.likemind.media/b2breport2025/