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

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2024-05-28
- Length: 16m
- Episode: 207
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-90252695-b795-4086-85a7-8cd303840fa5

## Summary

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 He identifies four outdated strategies—relying on relationships, trade shows, cold outreach, and passive SEO—and explains why they no longer suffice in a landscape where buyers research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.

## Chapters

- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan#t=34) Introduction and the Changing Landscape
- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan#t=34) The Failure of the 3 Rs, Trade Shows, and Cold Outreach
- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan#t=34) The Limits of Passive SEO and Google Discovery
- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan#t=34) The Future State: Proactive Education and Trust Building
- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan#t=34) Avoiding Tactics-First Mistakes and Defining Business Problems
- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2024-05-28-how-to-adapt-in-a-changing-b2b-manufacturing-buying-landscape-w-joe-sullivan#t=34) The Six-Step Marketing Framework and Gorilla 76's Approach

## 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

companies scaling up

## Mentioned

- Gorilla 76 (company)
- The Manufacturing Marketer (other)

## Related episodes from other shows

- [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)
- [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)
- [Reducing Risk to Make Sales Easier | Sales & Marketing Game Changers Mini-Series | Ep. 3 of 4](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2020-09-25-reducing-risk-to-make-sales-easier-sales-marketing-game-changers-mini-series-ep) (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)
- [187: eCommerce Strategies for Manufacturers and Distributors with Znode's Tom Flierl](https://hardwarepodcasts.com/podcast/manufacturing-happy-hour/2024-05-28-187-ecommerce-strategies-for-manufacturers-and-distributors-with-znodes-tom-flie) (Manufacturing Happy Hour)

## Citing this page

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