# 8 Ways Manufacturers Can Nail Their Marketing In 2022 w/ Joe Sullivan

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-01-25
- Length: 36m
- Episode: 85
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-a3e4ed6c-2b9c-4ab3-9dad-acdbe9e2ead4

## Summary

Joe Sullivan, cofounder of the Industrial Marketing Agency Gorilla 76, outlines eight guiding principles for manufacturers to modernize their marketing strategies in 2022. He argues that manufacturers must shift from a sales-heavy, referral-based model to a marketing-driven approach that recognizes the buyer's power and addresses the entire buying committee, not just procurement. Sullivan emphasizes creating value through expert-led content assets and capturing existing demand via SEO and paid search while simultaneously creating demand through targeted paid social and email distribution. Finally, he stresses the importance of aligning marketing with sales teams and measuring results with patience, as building a sustainable revenue engine takes time.

## Chapters

- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Introduction: The Marketing Gap in Manufacturing
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 1: Recognizing the Power Shift from Seller to Buyer
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 2: Understanding the Buying Committee
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 3: Creating Value to Earn Attention and Trust
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 4: Turning Expert Knowledge into Marketing Assets
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 5: Capturing Existing Demand via SEO and Paid Search
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 6: Creating Demand Through Paid Social and Distribution
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-w-joe-sullivan#t=51) Principle 7: Aligning Marketing and Sales Teams
- [0:51](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-01-25-8-ways-manufacturers-can-nail-their-marketing-in-2022-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)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## 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)
- [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)
- [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)
- [228: Industrial Marketing from SMBs to the Enterprise, Live from the 2025 Industrial Marketing Summit in Austin, TX](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2025-03-25-228-industrial-marketing-from-smbs-to-the-enterprise-live-from-the-2025-industri) (Manufacturing Happy Hour)

## Citing this page

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