# It's Time for a Go-to-Market Strategy Transformation in Manufacturing

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-06-21
- Length: 44m
- Episode: 107
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-6176a30e-bd8d-4141-a4ae-b3c413990279

## Summary

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, discusses the necessity for manufacturers to transform their go-to-market strategies in response to changing buyer behaviors. He emphasizes the critical role of Voice of Customer (VOC) research to understand engineering and plant manager audiences, rather than relying solely on traditional sales relationships. Sullivan outlines how to leverage subject matter experts to create targeted content and use paid media on platforms like LinkedIn to generate demand among prospects who are not yet in active buying mode.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=0) Introduction: Joe Sullivan and Gorilla 76
- [3:43](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=223) The Shift in Industrial Buyer Behavior
- [8:30](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=510) Implementing Voice of Customer Research
- [15:32](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=932) Aligning Marketing and Sales Teams
- [18:37](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=1117) Extracting Content from Subject Matter Experts
- [26:40](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=1600) Proactive Demand Generation via Paid Media
- [31:10](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-06-21-its-time-for-a-go-to-market-strategy-transformation-in-manufacturing#t=1870) Measuring ROI and Attribution Challenges

## Topics

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

## Most relevant to

companies scaling up

## Mentioned

- Gorilla 76 (company)
- EECO (company)
- HubSpot (tool)
- Salesforce (tool)
- LinkedIn (tool)

## Related episodes from other shows

- [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)
- [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)
- [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)
- [145: How to Break Through the Noise and Build Trust with Storytelling in Manufacturing with James Soto](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2023-07-18-145-how-to-break-through-the-noise-and-build-trust-with-storytelling-in-manufact) (Manufacturing Happy Hour)

## Citing this page

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