# Planning for a B2B Manufacturer Website That Drives Results w/ Randall Zaitz and Kevin McClary

- Show: [The Manufacturing Executive](https://hardwarepodcasts.com/podcast/the-manufacturing-executive)
- Published: 2025-03-18
- Length: 48m
- Episode: 249
- Page: https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and
- Listen: https://www.spreaker.com/show/the-manufacturing-executive#episode-9634d85b-a898-4a52-8529-98ee482a2e8b

## Summary

Randall Zaitz, Digital Creative Director, and Kevin McClary, Head of Performance Marketing at Gorilla 76, discuss how B2B manufacturers should plan website overhauls to drive business results rather than treating sites as digital brochures. They outline five strategic planning steps: identifying needs and setting goals, securing stakeholder buy-in, content planning, site mapping, and wireframing. The guests emphasize that content is the foundation of any website and that technical debt often necessitates a full rebuild over a refresh.

## Chapters

- [0:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=34) Introduction and the Digital Brochure Problem
- [8:19](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=499) Signals That a Website Overhaul is Needed
- [14:34](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=874) Rebuild vs. Refresh: Assessing Technical Debt and Content
- [26:16](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=1576) Step 1: Identifying Needs and Setting Business-Aligned Goals
- [31:17](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=1877) Step 2: Securing Stakeholder Buy-In and Alignment
- [36:04](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=2164) Step 3: Content Planning and Prioritization
- [40:11](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=2411) Step 4: Site Mapping as a Blueprint
- [42:48](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2025-03-18-planning-for-a-b2b-manufacturer-website-that-drives-results-w-randall-zaitz-and#t=2568) Step 5: Wireframing and Information Hierarchy

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Gorilla 76 (company)
- Amazon (company)
- Google Analytics (tool)
- Looker Studio (tool)

## Related episodes from other shows

- [315 - Why Your Outdated Website is Costing You Millions: Insights from Steve Pyfrom at The Nine Digital](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-06-24-315-why-your-outdated-website-is-costing-you-millions-insights-from-steve-pyfrom) (People of Packaging)
- [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)
- [Episode 044: If I was going to shoot the side of a barn…](https://hardwarepodcasts.com/podcast/making-it/2015-11-06-episode-044-if-i-was-going-to-shoot-the-side-of-a-barn) (Making It)
- [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)

## Citing this page

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