# 3 Things Manufacturers Can Do In The Absence of Trade Shows w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2020-09-22
- Length: 16m
- Episode: 15
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-c78b605d-79c8-4e87-9bf5-e4fd71d480cb

## Summary

Joe Sullivan, host of The Manufacturing Executive and co-founder of the industrial marketing agency Gorilla 76, outlines eight guiding principles for manufacturers to generate leads without relying on trade shows. He emphasizes shifting from brochure-centric marketing to value-driven content that leverages the expertise of subject matter experts to build trust with the entire buying committee. Sullivan advises capturing existing demand through targeted SEO and paid search while creating new demand via paid social media and email distribution to prospects who are not yet in buying mode. He concludes by stressing the need for alignment between marketing and sales teams and exercising patience when measuring the long-term ROI of these modern marketing strategies.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan#t=51) Introduction: The Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan#t=51) Principles 1-2: Buyer Power Shift and the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan#t=51) Principles 3-4: Creating Value and Extracting Expert Knowledge
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan#t=51) Principle 6: Creating Demand via Paid Social and Email
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-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)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

established companies

## Mentioned

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

## Related episodes from other shows

- [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)
- [148: Grow Your Hardware Product Sales Via Trade Shows](https://hardwarepodcasts.com/podcast/product-startup/2022-11-02-148-grow-your-hardware-product-sales-via-trade-shows) (Product Startup)
- [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)
- [Rethinking Trade Shows and Dialing in Your Value Prop with Jose Palomino](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-03-08-rethinking-trade-shows-and-dialing-in-your-value-prop-with-jose-palomino) (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/2020-09-22-3-things-manufacturers-can-do-in-the-absence-of-trade-shows-w-joe-sullivan. 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.