# 8 Ways to Make it Easy for Your Buyers to Buy w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2021-09-28
- Length: 24m
- Episode: 68
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-ccc1267b-7d50-4dfd-a54c-fee82d9ec6f5

## Summary

Joe Sullivan, host of The Manufacturing Executive and co-founder of the industrial marketing agency Gorilla 76, outlines eight guiding principles for B2B manufacturers to modernize their marketing strategies. He argues that manufacturers must shift from a sales-heavy, product-centric mindset to a buyer-centric approach that addresses the entire buying committee, not just procurement. Sullivan emphasizes creating value through expert-led content, capturing existing demand via SEO and paid search, and generating demand among prospects who are not yet ready to buy. He concludes by stressing the importance of aligning marketing and sales teams and exercising patience when measuring long-term marketing ROI.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Introduction: The Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Principle 1: Recognizing the Power Shift to Buyers
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Principle 2: Understanding the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Principle 3: Creating Value to Earn Trust
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Principle 4: Leveraging Expert Knowledge for Content
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-w-joe-sullivan#t=51) Principle 6: Creating Demand Through Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-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

established companies

## 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)
- [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)
- [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)

## 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/2021-09-28-8-ways-to-make-it-easy-for-your-buyers-to-buy-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.