# Building an Industrial Marketing Roadmap with Joe Sullivan

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2020-08-25
- Length: 54m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan
- Listen: http://manufacturinghappyhour.com/24

## Summary

Joe Sullivan, founder of Gorilla76, explains his Industrial Marketing Roadmap for mid-sized B2B manufacturers, emphasizing the shift from viewing marketing as an expense to a sales driver through expert-led content. He details the process of identifying ideal customer profiles and extracting knowledge from internal engineers to create pillar content, citing CK Power’s successful campaign on EPA Final Tier 4 regulations as a key example. Sullivan also advises on budgeting, recommending a blend of internal resources and agency support, and highlights LinkedIn as a critical platform for both organic social sharing and targeted paid media campaigns.

## Chapters

- [0:54](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=54) Introduction: Joe Sullivan and Gorilla76
- [7:40](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=460) Marketing Misconceptions: Expense vs. Sales Driver
- [12:31](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=751) The Industrial Marketing Roadmap Strategy
- [16:30](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=990) Budgeting and Resource Allocation
- [19:01](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=1141) Content Strategy Workshop and Execution
- [22:52](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=1372) Measuring Success: Lead Gen vs. Brand Marketing
- [29:17](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=1757) Knowledge Extraction and Content Creation
- [33:50](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=2030) Case Study: CK Power and Final Tier 4
- [39:39](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=2379) Social Media Strategy and LinkedIn
- [45:13](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan#t=2713) The Manufacturing Executive Podcast

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla76 (company)
- CK Power (company)
- The Manufacturing Executive (product)
- Stag (product)
- Lakefront Brewing (company)
- Forehands Brewing (company)
- Concept Systems (company)
- Sweet Fish Media (company)

## Related episodes from other shows

- [The 7 Core Elements of an Industrial Marketing Strategy w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan) (The Manufacturing Executive)
- [A Step-by-Step Manufacturing Marketing Playbook for 2023](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023) (The Manufacturing Executive)
- [Measuring Marketing Success in Manufacturing w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan) (The Manufacturing Executive)
- [Fill Your Sales Funnel in 2021 w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan) (The Manufacturing Executive)
- [8 Ways Manufacturers Can Nail Their Marketing In 2022 w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan) (The Manufacturing Executive)

## Citing this page

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