# Giving Your B2B Customer a B2C Buying Experience w/ Sultana Mangal and Annie Dohle

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-01-19
- Length: 30m
- Episode: 32
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-aa422368-bfa7-4f9b-9fff-3868a22761db

## Summary

Sultana Mangal and Annie Dohle, Account Executives at the industrial marketing agency Gorilla 76, discuss how B2B manufacturers can meet rising customer expectations by adopting B2C-style experiences. They highlight the importance of personalization, transparency, and speed, using examples like Starbucks and Big Shark Bicycle to illustrate how superior service justifies premium pricing and builds loyalty. The guests also detail Gorilla 76’s onboarding process, including their client manual and welcome videos, designed to mitigate buyer’s remorse and establish trust from the first 100 days of a relationship.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=0) Introduction: B2C Expectations in B2B
- [4:20](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=260) Key Customer Expectations: Personalization and Speed
- [6:08](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=368) Case Studies: Starbucks and Big Shark Bicycle
- [12:15](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=735) The First 100 Days: Onboarding and Buyer's Remorse
- [15:40](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=940) Gorilla 76’s Onboarding Process: Handoffs and Manuals
- [18:46](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=1126) Ongoing Relationship Nurturing and Value
- [19:44](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=1184) Sweet Fish Media: A B2B Service Case Study
- [25:17](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=1517) Internal Culture and Moments of Magic
- [27:22](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl#t=1642) Conclusion: Learning from Consumer Experiences

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Gorilla 76 (company)
- Starbucks (company)
- Big Shark Bicycle (company)
- Sweet Fish Media (company)
- Joey Coleman (other)
- David Baker (other)
- Logan Lyles (other)
- Dan (other)
- The Cult of the Customer (other)
- Never Lose a Customer Again (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)
- [169: How to Apply “The Hospitality Mentality” to Manufacturing](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-01-23-169-how-to-apply-the-hospitality-mentality-to-manufacturing) (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)
- [062: Smoothing the Buying Process When Marketing Your New Product](https://hardwarepodcasts.com/podcast/product-startup/2021-02-09-062-smoothing-the-buying-process-when-marketing-your-new-product) (Product Startup)
- [239: How to Build a "Customer Advisory Board" and Create a Frictionless Customer Experience with Mandy Dwight (Dwight & Co.) and Anthony Leo (IPR Robotics)](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-06-03-239-how-to-build-a-customer-advisory-board-and-create-a-frictionless-customer-ex) (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/2021-01-19-giving-your-b2b-customer-a-b2c-buying-experience-w-sultana-mangal-and-annie-dohl. 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.