Hardware Podcasts

How to Craft Messaging that Resonates with the Right Customers

The Manufacturing Executive · 3 Aug 2022 · 33m · Episode 113

What this episode covers

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, explains how mid-size B2B manufacturers can avoid spreading marketing resources too thin by focusing on specific customer segments. He outlines a process for identifying buying process influencers, such as plant managers, and using customer interviews to uncover their specific pain points and desired future states. Sullivan advocates for shifting messaging from self-promotion to customer-centric narratives, referencing frameworks from Mike Weinberg’s 'New Sales Simplified' and Donald Miller’s 'Building a StoryBrand' to craft resonant brand stories.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Gorilla 76
Also
New Sales Simplified, Building a StoryBrand

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