# The 7 Core Elements of an Industrial Marketing Strategy w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-08-11
- Length: 27m
- Episode: 9
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-9fbb02b3-a356-480a-9597-5fedc52c1536

## Summary

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, outlines eight guiding principles for building a modern B2B marketing strategy for manufacturers. He argues that manufacturers must shift from a sales-heavy, reactive posture to a proactive, value-driven approach that addresses the entire buying committee, not just procurement. Sullivan details specific tactics for capturing existing demand through SEO and paid search, while simultaneously creating demand among non-buyers via paid social, email, and content distribution. He emphasizes the critical need for alignment between marketing and sales teams and the importance of patience when measuring long-term marketing ROI.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan#t=51) Introduction: The Gap in Manufacturing Marketing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan#t=51) Principles 1-2: Buyer Power Shift and the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan#t=51) Principles 3-4: Creating Value and Extracting Expert Knowledge
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-w-joe-sullivan#t=51) Principle 6: Creating Demand via Paid Social and Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-08-11-the-7-core-elements-of-an-industrial-marketing-strategy-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)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

companies scaling up

## Mentioned

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

## Related episodes from other shows

- [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)
- [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)
- [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)
- [228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-03-25-228-industrial-marketing-from-smbs-to-the-enterprise-live-from-the-2025-industri) (Manufacturing Happy Hour)

## Citing this page

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