# Fill Your Sales Funnel in 2021 w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-01-12
- Length: 24m
- Episode: 31
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-d3b48c9a-3e02-4078-9c42-e01164ddd1cd

## Summary

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, outlines an eight-step framework for mid-sized B2B manufacturers to fill their sales funnels in 2021. He argues that manufacturers must shift from traditional trade show reliance to a digital strategy that captures existing demand via SEO and paid search while creating new demand through targeted content distribution. Sullivan emphasizes the importance of leveraging subject matter experts to build trust with the entire buying committee, not just procurement, and aligning marketing with sales teams to measure long-term pipeline contribution rather than immediate ROI.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan#t=51) Introduction: The Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan#t=51) Principle 1: The Buyer's Power Shift
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan#t=51) Principle 2: Understanding the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan#t=51) Principles 3 & 4: Creating Value and Leveraging Experts
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-w-joe-sullivan#t=51) Principle 6: Creating Demand through Content Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-12-fill-your-sales-funnel-in-2021-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

companies scaling up

## Mentioned

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

## 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)
- [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)
- [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)
- [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)
- [187: eCommerce Strategies for Manufacturers and Distributors with Znode's Tom Flierl](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-05-28-187-ecommerce-strategies-for-manufacturers-and-distributors-with-znodes-tom-flie) (Manufacturing Happy Hour)

## Citing this page

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