# Measuring Marketing Success in Manufacturing w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-05-18
- Length: 25m
- Episode: 49
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-ad4009c1-1d94-4e3b-8104-bb3fb028ab9a

## Summary

Joe Sullivan, cofounder of the Industrial Marketing Agency Gorilla 76, outlines eight guiding principles for manufacturing marketing success in 2022. He argues that manufacturers must shift from a sales-heavy, expense-focused mindset to a marketing-driven revenue engine by recognizing the buyer's power shift and understanding the complex buying committee. Sullivan emphasizes creating value through expert-led content assets, capturing existing demand via SEO and paid search, and generating new demand through targeted paid social and email distribution. Finally, he stresses the importance of aligning marketing with sales teams and measuring success with patience, focusing on pipeline contribution rather than immediate ROI.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Introduction: The Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 1: The Power Shift from Seller to Buyer
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 2: Understanding the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 3: Creating Value to Earn Trust
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 4: Leveraging Expert Knowledge for Content
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand (SEO & Paid Search)
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 6: Creating Demand via Paid Social & Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 7: Aligning Marketing and Sales Teams
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-05-18-measuring-marketing-success-in-manufacturing-w-joe-sullivan#t=51) Principle 8: Measuring Results with Patience

## 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

early-stage companies

## Mentioned

- Gorilla 76 (company)
- AOL (other)
- Yahoo (other)
- 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)
- [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)
- [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)
- [Theater, MMA, and Starting a Manufacturing Web Series with Eddie Saunders Jr. Of Flex Machine Tools](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2022-02-15-theater-mma-and-starting-a-manufacturing-web-series-with-eddie-saunders-jr-of-fl) (Manufacturing Happy Hour)

## Citing this page

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