Hardware Podcasts

How to Adapt in a Changing B2B Manufacturing Buying Landscape w/ Joe Sullivan

The Manufacturing Executive · 28 May 2024 · 16m · Episode 207

What this episode covers

Joe Sullivan, co-founder of the industrial marketing agency Gorilla 76, argues that traditional B2B manufacturing sales methods are failing due to demographic shifts and changing buyer behaviors. He identifies four outdated strategies—relying on relationships, trade shows, cold outreach, and passive SEO—and explains why they no longer suffice in a landscape where buyers research extensively online before contacting vendors. Sullivan advocates for a proactive, strategy-first approach where manufacturers educate audiences at scale to build trust and authority before buying triggers occur. He outlines a six-step framework for this shift, emphasizing the need to define business outcomes before selecting tactics.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Gorilla 76
Also
The Manufacturing Marketer

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