# A Step-by-Step Manufacturing Marketing Playbook for 2023

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2022-12-22
- Length: 44m
- Episode: 133
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-a1972cdb-273c-4f85-a19c-7661e7d14b3b

## Summary

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, outlines a four-part marketing playbook for B2B manufacturers: creating a strategic roadmap, developing a go-to-market messaging strategy based on customer interviews, producing essential content, and executing targeted campaigns. He emphasizes the dual strategy of capturing existing demand through Google Ads while creating new demand by proactively distributing thought leadership and case studies on LinkedIn and Facebook to build awareness with prospects not yet in buying mode. Sullivan argues that this focused funnel approach, which targets specific job titles and industries with relevant messaging, yields higher quality leads and positive ROI within 4 to 6 months compared to traditional lead-generation tactics.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=0) Introduction: The Changing B2B Buying Process
- [1:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=69) Philosophy: Capturing vs. Creating Demand
- [1:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=69) Step 1: The Marketing Roadmap and Discovery
- [1:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=69) Step 2: Go-to-Market Messaging and Customer Interviews
- [1:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=69) Step 3: Creating Essential Content
- [1:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=69) Step 4: Running Campaigns and Distribution
- [1:09](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023#t=69) Quantifying Results and ROI

## 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

early-stage companies

## Mentioned

- Gorilla 76 (company)
- LinkedIn (tool)
- Facebook (tool)
- Google (tool)
- Zoom (tool)
- rev.com (tool)
- Donald Miller (other)
- Story Brand (other)
- Mike Weinberg (other)
- New Sales Simplified (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)
- [BONUS: 4 LinkedIn Tips for Manufacturers](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2021-04-20-bonus-4-linkedin-tips-for-manufacturers) (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/2022-12-22-a-step-by-step-manufacturing-marketing-playbook-for-2023. 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.