# Beyond What's in Our Brains: Introducing The Manufacturing Executive Show w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-06-23
- Length: 6m
- Episode: 1
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-424ba7ea-a7c8-4be6-b17b-0b83f52976ff

## Summary

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, introduces the first episode of The Manufacturing Executive podcast by outlining eight guiding principles for B2B manufacturing marketing in 2022. He argues that manufacturers must shift from a sales-heavy mindset to a marketing-driven revenue engine by understanding the evolving B2B buying committee and creating value to earn trust. Sullivan details specific strategies for capturing existing demand through SEO and paid search, while simultaneously generating demand among non-buyers via paid social, email, and content distribution. He concludes by emphasizing the necessity of aligning marketing and sales teams and exercising patience when measuring long-term marketing ROI.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su#t=0) Introduction and the Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su#t=51) Principles 1-2: Buyer Power Shift and the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su#t=51) Principles 3-4: Creating Value and Extracting Expert Knowledge
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su#t=51) Principle 6: Creating Demand via Paid Social and Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su#t=51) Principles 7-8: Sales Alignment and Patience in Measurement

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla 76 (company)
- The Manufacturing Executive (product)
- Google (company)
- LinkedIn (company)
- Facebook (company)
- YouTube (company)

## Related episodes from other shows

- [Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-11-marketing-thats-seen-heard-and-felt-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)
- [Building an Industrial Marketing Roadmap with Joe Sullivan](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-08-25-building-an-industrial-marketing-roadmap-with-joe-sullivan) (Manufacturing Happy Hour)
- [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](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-10-07-256-timeless-industrial-marketing-strategies-and-new-ways-manufacturers-can-reac) (Manufacturing Happy Hour)
- [175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-03-05-175-the-evolution-of-industrial-marketing-live-from-the-2024-industrial-marketin) (Manufacturing Happy Hour)
- [Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep) (Manufacturing Happy Hour)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-06-23-beyond-whats-in-our-brains-introducing-the-manufacturing-executive-show-w-joe-su. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Manufacturing Executive.