The Manufacturing Marketer

Hosted by Gorilla 76

Business MarketingInterviews guests

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Episodes

198

Latest episode

Aug 2026

Language

EN-US

About the show

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.

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60 recent

August 20, 2026Episode 19822 min

Your email list is the only audience you own

Brendon makes the argument that email might be the most valuable -- and the most overlooked -- tool in the industrial marketer's toolkit. Take a listen.

August 13, 2026Episode 19745 min

Show up or get left out: Tailoring your digital presence for AI search w/ Erik Schlosser | IMC Live

If you're not referenced, you're invisible. That's how Gorilla 76 founder Joe Sullivan frames AI search, and it's the problem we take on in this episode. Keyword stuffing doesn't work on an LLM. You either answer your buyers' questions well enough to get cited, or you're not in the conversation. This episode is a recording of IMC Live from August 6, 2026. Gorilla 76 Strategist Erik Schlosser joins hosts Allen Fennewald and Chelsey Trevino, plus a room full of industrial marketers asking their own questions. Erik says that most manufacturers respond to AI search backward. They feel behind, so they rush loads of blog posts, and rushed blog posts are worth less than three good ones. What actually earns citations is depth in a niche you own, published consistently, all of it pointing back to the same few things you want to be known for. In this episode, we discuss: • How AI builds trust in a source • Which SEO fundamentals still apply, and which signals are genuinely new • The content cascade: one pillar asset, cut down across channels, one through line • The importance of starting with a strong pillar piece • Heading structure, the inverted pyramid, and why FAQ pages get cited • Freshness, and how to handle it when your product is 70 years old • Thought leadership from a person rather than a company • Where a one-person marketing department should start. We also went through two worked examples: An in-house motor blog, which now outranks their own product pages in AI search, and a construction company’s personal stories, which earn credibility with LLMs and get shared by the families of the people in them. IMC Live runs twice a month inside the Industrial Marketing Collective. Next up on August 20: Brad Litwin on using Google retargeting to expand your reach.

August 6, 2026Episode 19631 min

Everyone’s asking the wrong question about AI and websites w/ Randall Zaitz

We’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.

July 30, 2026Episode 19541 min

The making of an industrial podcast w/ Peyton Warren

Podcasting 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.

July 23, 2026Episode 1941 hr 2 min

Stop optimizing for clicks: A better approach to B2B landing pages w/ Tas Bober | IMC Live

Most 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 metric How to build pages that serve buying committees, not just individual clicks What it actually looks like to match your landing page to the B2B buying journey From 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.

July 16, 2026Episode 193

Your 2026 paid social tactics w/ Kevin McClary

Brendon 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.

July 9, 2026Episode 19232 min

Industrial marketers piloting AI w/ Aren Manship

We’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

July 2, 2026Episode 19127 min

More on AI search audits w/ Maya Harrington

Today, 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

June 25, 2026Episode 19043 min

What GEO audits are revealing about manufacturers in AI search w/ Maya Harrington and Chelsey Trevino | IMC Live

Manufacturers 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.

June 18, 2026Episode 18934 min

What can industrial marketers do with product packaging? w/ Jenny Stanley

Today, 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/