Getting into Positioning

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 to talk to your executive team about its progress.

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?

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.

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.

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 [email protected].

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