# Stop Giving Away Engineering and Consulting Services for Free w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-07-14
- Length: 21m
- Episode: 5
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-58ee5ab7-5bd4-472f-8f0f-db57f796c792

## Summary

Joe Sullivan, host of The Manufacturing Executive and co-founder of the industrial marketing agency Gorilla 76, delivers a solocast on modernizing B2B manufacturing marketing. He outlines eight guiding principles for 2022, emphasizing the shift of power to buyers and the need to engage the entire buying committee rather than just procurement. Sullivan argues that manufacturers must create value through expert-led content and capture existing demand via SEO and paid search while simultaneously generating demand among prospects not yet in buying mode.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#t=51) Introduction: The Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#t=51) Principle 1: Recognizing the Buyer Power Shift
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#t=51) Principle 2: Understanding the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#t=51) Principles 3 & 4: Creating Value and Leveraging Expert Knowledge
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#t=51) Principle 6: Creating Demand Through Content Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-07-14-stop-giving-away-engineering-and-consulting-services-for-free-w-joe-sullivan#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

established companies

## Mentioned

- Gorilla 76 (company)
- Google (other)
- LinkedIn (other)
- Facebook (other)
- YouTube (other)

## 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

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