# 256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76

- Show: [Manufacturing Happy Hour](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour)
- Published: 2025-10-07
- Length: 53m
- Page: https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac
- Listen: http://manufacturinghappyhour.com

## Summary

Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76 discuss the evolution of industrial marketing, emphasizing that while fundamentals like expert knowledge extraction remain vital, the distribution channels have shifted. They highlight the resurgence of public relations as engineers distrust AI-generated content and seek credible third-party sources, and explain how manufacturers must build topical authority across platforms like Reddit and YouTube to appear in generative search results. The guests also address the common executive misconception that marketing should yield immediate ROI, advocating instead for long-term brand building and community-driven strategies like the Industrial Marketing Summit.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=0) Introduction and Guest Backgrounds
- [7:00](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=420) Timeless Marketing Fundamentals
- [13:03](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=783) Executive Misconceptions and Patience
- [22:43](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=1363) The Second Coming of PR
- [25:58](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=1558) Building Knowledge Bases for AI
- [30:18](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=1818) Showing Up in Generative Search
- [35:29](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=2129) Humanizing Content and Thought Leadership
- [42:04](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac#t=2524) Community-Driven Marketing and Summit

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

- TREW Marketing (company)
- Gorilla 76 (company)
- Industrial Marketing Summit (other)
- ChatGPT (tool)
- LinkedIn (tool)

## Related episodes from other shows

- [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)
- [Why Manufacturing Marketing Is Different and The Event to Support Your Team w/ Wendy Covey](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2026-10-06-why-manufacturing-marketing-is-different-and-the-event-to-support-your-team-w-we) (The Manufacturing Executive)
- [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)
- [3 Things Manufacturers Can Do In The Absence of Trade Shows w/ Joe Sullivan](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan) (The Manufacturing Executive)
- [It's Time for a Go-to-Market Strategy Transformation in Manufacturing](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing) (The Manufacturing Executive)

## Citing this page

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