The Manufacturing Marketer

When a small team says "we need more content," that can mean a product page, a case study, a trade magazine article, a nurture email or a LinkedIn post, and each does a different job for a different reader. Brendon and Nihal sort out which kinds of written content a small industrial marketing team should be making, and why.

Today, we’ve brought back on Tas Bober, landing page strategist and the founder of The Scroll Lab. Tas has launched over 400 B2B websites and now dedicates her time and professional interest to the art of the landing page. Listeners, you might have already caught her excellent session on landing pages with Industrial Marketing Collective: Live back in July. But we have some follow up thoughts and questions, and we’ve very glad to have her on the show to dig into them with us.Connect with Tas on LinkedIn: https://www.linkedin.com/in/tasbober/Check out The Scroll Lab: https://thescrolllab.com/

Plenty of in-house marketers have something worth saying on a podcast and never pitch it. They figure a guest needs a following first. Nihal Shetty doesn’t buy that. Nihal has co-hosted The Manufacturing Marketer for a little over two years. Along the way he worked out what makes a show good, and very little of it comes down to polish or personality. This episode is for you if you’re interested in starting a podcast or being a guest on someone else’s podcast or just want to learn what goes into making the Manufacturing Marketer podcast. Want to be a guest on The Manufacturing Marketer? Email [email protected] or [email protected]. This episode was recorded live on IMC Live, October 15, 2026, with hosts Allen Fennewald and Sydney Jones.

Account-based marketing has a reputation as an enterprise software play, with big budgets and bigger tool stacks. Industrial companies already sell the way ABM assumes: a short list of accounts, long sales cycles, and several people in every buying decision. So what does ABM look like for a marketing team of one to three? Let’s discuss.

Callahan O’Brien, a video marketing specialist at Roundtable Learning with a decade of production experience, breaks down practical video strategy for industrial brands. They explore choosing the right goal, phone footage versus polished production, measuring conversions over views, using AI without losing trust, and turning one well-planned shoot into a buffet of content.

Marketing isn’t just about new leads. Hang around with enough people in industrial marketing and sales and you’ll hear it pretty often: “Our customers know us for our flagship product line, but they have no idea we do all of this other stuff, too.” That’s when marketing has to step in. But how do marketing tactics change when we shift focus from getting new leads to getting more value out of the customers we already have? Brendon and Nihal are here to discuss.

Gorilla 76 Performance Marketer Brandan Davis breaks down how to use organic social as a testing ground for paid: which engagement signals mean a post has earned a budget, what has to change about that post before it runs as an ad and what to spend when you launch. Recorded live at IMC Live, September 17, 2026, with hosts Allen Fennewald and Sydney Jones.

We’ve brought back Wes Temple, Director of Growth here at Gorilla 76, to talk through how our agency is thinking about AI search, and what you, dear listeners, might want to consider for yourself. Let’s dig in. Connect with Wes on LinkedIn: https://www.linkedin.com/in/westemple/

Your company spends months on a product launch. The engineering is dialed in, the messaging is ready, and then the sales team walks out of the training asking how they're supposed to actually sell it. Stu Accola has run that meeting from both sides. He's spent 17 years in B2B industrial marketing and leads marketing for several Marmon Holdings brands, and his argument is that most launch trainings stop at the product. A complete sales training covers all of it.In this episode: • The two things a rep needs walking out: a clear picture of the right customer, and confidence • What goes into a complete and effective sales training program • The importance of engineering, sales and marketing alignment • Training distributor reps who carry hundreds of brands • Earning a seat at the table, and what to say to leadership to get one Stu offers a word of advice for any marketer trying to get invited into the sales training process. Tell leadership: “I just want to help your team win.”

Jon Franko, co-founder of Gorilla 76 and a workplace culture and career development specialist, joins the conversation on building a standout industrial marketing career. They explore the traits hiring teams value, why curiosity fuels innovation, how problem-solving and professionalism open doors, and how to navigate job searches, career growth, overwhelm, and AI hype.