In this episode, Madison joins Bill to discuss her journey to becoming Marketing Coordinator, what it's been like to take on digital marketing for an industrial scale company, and the work Brechbuhler has accomplished with 50 Marketing, including website design and social media campaigns. 

Follow Brechbuhler on LinkedIn:  https://www.linkedin.com/company/brechbuhler-scales/ 

Visit Brechbuhler's website: https://www.brechbuhler.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

In this episode, Matt joins Bill to discuss the importance of shifting marketing focuses to follow the growing online habits of B2B buyers and reintroducing a 100-year company to their clients and broader market. This week also covers the impact of an increasingly millennial workforce, sustainability practices in manufacturing, and the social media habits of B2B businesses. 

Neville Chemical Company is a leading manufacturer of low molecular weight thermoplastic and liquid resins that serve a wide variety of applications in the coatings, adhesives, ink and rubber industries. Based in Pittsburgh, Pennsylvania, Neville has focused on providing customer satisfaction and pursuing innovation and extensive research for nearly 100 years.

Learn more about Neville: https://www.nevchem.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

 

What contributed to 50 Marketing's client success in 2023? 

What can increase your client or customer retention rate?

How does employee retention impact the strength of your team and your client relationships?

We hope this episode is helpful to you as you look to strengthen your marketing department's outcomes.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Listen in for discussions of digital vs. traditional trade shows, the changing atmosphere of U.S. manufacturing, and the growing challenges of combining new innovation and technology with the necessary industry workforce. 

Ohio Tool Systems is a leading independent distributor of DC electric tools for assembly, industrial tools, material handling products, quality assurance equipment, hydraulic & fluid power products, pumps, air motors, precision presses, industrial parts washers and more. Fawcett Co. produces mixing equipment from laboratory scale to 1000-gallon processing vessels.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

While earning her Bachelor's in Communications, Annie studied abroad in Nantes, France at an international business school called Audencia. This experience provided the international communication skills that support her work today with Ascenso's parent company in India and other global subsidiaries. Annie then began her marketing career in the non-profit sector at Habitat for Humanity, and continued her non-profit work at a local educational attainment center in Ohio. Annie has been with Ascenso for two years, and has been a one-person marketing team her entire career so far - we've learned a great amount from one other through our time partnering together!

Learn more about Asenso Tires: https://ascensotiresna.com/ 

Connect with Annie on LinkedIn: https://www.linkedin.com/in/anne-boyer

Learn more about 50 Marketing: https://50marketing.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

"We prefer to work with manufacturers because we relate, we get it - we've lived it." 

At 50 Marketing, John visualizes solutions to optimize processes and systems across the agency. He has over 20 years of experience in the operations of large manufacturers and B2B companies, including several mergers and acquisitions, expansive construction projects, and complex technological advancements. John keeps our teams moving forward with efficiency and an energetic pace. 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

After earning her degree in animal science with a minor in journalism, Holly Wilson began her career as the Marketing Manager at Newport Laboratories, which was also founded and staffed by many of the same people who founded Cambridge. Then, before Cambridge received their USDA license and could begin manufacturing vaccines, she worked as a freelancer to draft the new company's materials and press releases. In addition to being a Cambridge employee, she is also a customer, using their diagnostics and vaccines at her family's cattle feedlot.

Cambridge Technologies is an independent owner-operated custom vaccine company working with veterinarians and livestock producers to provide solutions to animal health problems.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Bill shares about his early days working as a marketing manager for the family company, and everything he learned along the way. Since the early 2000s, the marketing space has seen an explosion of new tools and channels, which come with an ever-increasing pace of activity. Is it possible to maintain a high level of competence and expertise in each step of a marketing plan? After taking a look at each of these challenges, one of the most important questions a marketing manager needs to answer is if they need to supplement an internal team with outsourcing - and where to begin. We want to provide insight, resources, and community to help marketing managers take on everything from strategy to execution. 

Learn more about 50 Marketing: https://50marketing.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

The first of our expert education series, Charley provides deep insight into using tools like HubSpot to keep communication avenues running smoothly. Learn how you can save time, save resources, track contacts, and segment your messaging to reach your audience throughout their buying journey. 

Charley Vlietstra is a Senior Partner Development Manager at HubSpot. After spending nine years working in digital marketing, he shifted to business development and has been with HubSpot for two years. Charley has worked with many manufacturing customers over the years, similar to 50 Marketing - they're some of his favorites!

Connect with Charley on LinkedIn: https://www.linkedin.com/in/charleyvlietstra/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Is geofencing a good fit for your B2B business? Did the early promises of using geofencing for competitor conquesting and audience nurturing become reality? What kind of budgeting should you expect to invest? 

Jeff Swartz founded Ethic Ads in 2014. The agency specializes in digital paid advertising and creative development. In 2022, Jeff launched Qujam, a do-it-yourself geofence advertising platform. 

Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jeffreymswartz/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

Learn more about 50 Marketing: https://50marketing.com/ 

B-TEK Scales, LLC was founded in 1995 by the third generation of the Brechbuhler family to supply Brechbuhler Scales and their offices. B-TEK now boasts a distribution network of over 100 independently owned companies.

Connect with Brett on LinkedIn: https://www.linkedin.com/in/brett-kaufman-750a9232/ 

Learn more about B-TEK: https://www.b-tek.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

Learn more about 50 Marketing: https://50marketing.com/ 

Bill lays out our prescription for setting smart boundaries and presenting the reality of budget, resources, and bandwidth in order to properly prioritize and plan out new marketing ideas. Rather than being overwhelmed by the never-ending list of "want-to-haves", a simple, straightforward strategy session is all that's needed to evaluate what's brought to your desk. 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

This week, Bill interviews John McConnell, founder and owner of Bull Barn Fence Factory in Blairsville, Pennsylvania. Bill and John discuss Bull Barn's transition from D2C to B2B and the growth that resulted in just a few years, as well as the importance of building strong relationships in business and choosing your product line with intentionality based on market needs. 

Bull Barn Fence Factory manufactures high quality woven wire for farmers, ranchers, and livestock owners. Bull Barn is proud to provide manufacturing jobs to western Pennsylvania, and supports the strong agricultural roots in the region. 

Bull Barn Fence Factory: https://bullbarnfence.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

This conversation covers a wide range of strategies and initiatives that ICS is diving into as they work towards expanding their brand awareness beyond their Pittsburgh and Dayton locations. With ambitious goals ahead of the company, the leadership of Brechbuhler and ICS have correctly recognized the role that brand awareness plays in the major growth they're working towards. Important topics include:

Learning to communicate to the target market while avoiding the use of internal company jargon.The struggles late adopters face as they approach modern digital marketing.The benefits of implementing the business structures of EOS Worldwide.The cultural response to Brechbuhler and ICS's American Grit campaign, within the company and externally.

ICS offers complete metrology and repair solutions for a variety of equipment, including electrical, mechanical, optical/visual, pressure, force, process control units, and more, to help businesses meet documentation and quality requirements. In 2021, ICS joined a partnership with Brechbuhler Scales and B-TEK with the goal of providing turnkey calibration solutions to their customers.

Connect with Derrick on LinkedIn: https://linkedin.com/in/derrick-castello

Learn more about ICS: https://instrumentcs.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Rachel Muradyan is a Senior Credentials Specialist at HubSpot. With a decade of experience in education, marketing, and technical support, Rachel provides expert support in continuous learning, managing expectations, and maximizing the use of your tools. 

Connect with Rachel on LinkedIn: https://www.linkedin.com/in/rachelmuradyan/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Learn more about 50 Marketing: https://50marketing.com/ 

Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

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Learn more about Bebe Blu Designs: https://www.bebebludesigns.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Learn more about The B2B Playbook: https://theb2bplaybook.com/ 

Connect with George on LinkedIn: https://www.linkedin.com/in/b2b-marketing-expert/ 

Follow The B2B Playbook on LinkedIn: https://www.linkedin.com/company/the-b2b-playbook/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts. If you found value in this episode, please rate the show on Apple and Spotify and share it with your network on LinkedIn. 

Show Notes

• George defines demand generation and distinguishes it from lead generation.

• Demand Creation vs. Demand Capture: Explanation of the two key parts of demand generation.

• Strategies for Marketing Managers: Practical advice on how to implement demand gen tactics.

• Five Stages of Awareness: A framework to map out customer journeys and create relevant content.

• Challenges in Demand Gen: The importance of patience and managing expectations.

• Role of Subject Matter Experts (SMEs): How SMEs can significantly impact demand generation efforts.

• Voice of Customer Research: Balancing feedback from current customers and market-wide insights.

• Practical Applications: Tips for promoting content to cold audiences and leveraging LinkedIn ads.

Topics covered include:

• Dan's background and career journey

• The declining agriculture industry and the need for genuine mentorship to cultivate the next generation of ag professionals.

• Importance of not just utilizing tech but genuinely understanding and fitting into the client’s story.

• Anecdotes on the effectiveness of direct mail and countercultural marketing strategies.

• Tips for effective M&A strategy in the ag sector

• The necessity of consistent, comprehensive, and authentic branding in the ag and B2B sectors.

• Case study on the successful launch of the MOO'V product and the story behind its creation.

• Dan’s involvement with DataAg Inc. and the use of AI for facial recognition of animals and accessible veterinary-level advice.

• The value of being in the field and directly interacting with customers to generate impactful marketing ideas.

Whether you're a marketing professional, ag industry insider, or simply curious about the future of food and farming, this episode offers a wealth of practical insights. 

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts. If you found value in this episode, please rate the show on Apple and Spotify and share it with your network on LinkedIn. 

Connect with Dan on LinkedIn: https://www.linkedin.com/in/dan-ellsworth-bb14b6a/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

ITEN Industries is a manufacturer and fabricator of industrial high-pressure laminates, custom pultrusions, ballistics grades panels, glass polyesters, and other custom materials. Providing Components for Life's Challenges.

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts. If you found value in this episode, rate the show on Apple and Spotify and share it with your network on LinkedIn. 

Learn more about ITEN Industries: https://www.itenindustries.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Topics Covered:

• Understanding the buyer’s journey and adapting to the self-service trend

• Content mapping to identify and fill gaps in the buyer’s journey

• Importance of consistent, cohesive content throughout the marketing and sales process

• Recording and repurposing video content for different platforms (YouTube, social media, website)

• Overcoming content fatigue by reusing and reimagining existing content

• Addressing common sales objections regarding unique solutions and presentations

• Ensuring that content supports the sales process and helps guide prospects

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

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Connect with Jaime on LinkedIn: https://www.linkedin.com/in/jaime-underwood-8061b9a/ 

Learn more about Edible Chemistry Consulting: https://edible-chemistry.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

In this episode, Matt explains his journey from large-scale ethanol production to founding a startup focused on waste transformation and decarbonization. He shares insights on crafting unique value propositions for different customer segments, maintaining deal momentum throughout the sales process, and the importance of authenticity in brand storytelling.

If you're considering ABM as part of your go-to-market strategy, this episode explores a unique application of this method. Matt discusses the differences he's experienced between a "one-to-many" marketing model and a "one-to-few" approach to B2B marketing. 

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Matt on LinkedIn: https://www.linkedin.com/in/matt-reiners-45607011/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Will, our 2024 summer intern, has spent several years unpacking the world of digital marketing. From his own personal brand to college organizations, Will's experience has provided expert-level knowledge of everything social media. 

Bill and Will explore the importance of avoiding generic strategies, the shift from old-school marketing strategies to modern content creation methods, how to build scalable content systems that enhance creativity, and overcoming the fear of using fresh and eye-catching strategies within the B2B sphere. 

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Will on LinkedIn: https://www.linkedin.com/in/will-woods-ii/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Learn how to effectively leverage your brand story, utilize LinkedIn Sales Navigator, and create a scalable content strategy that drives pipeline growth and builds brand awareness across your entire market.

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Will on LinkedIn: https://www.linkedin.com/in/will-woods-ii/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

Key points covered:

• The definition of brand identity and its importance in B2B marketing

• Common misconceptions about branding

• The critical role of brand storytelling and narrative control

• Balancing polished content with authentic, candid communication

• Steps to evaluate and improve your current brand strategy

• Implementing brand standards across your organization

• The impact of branding on B2B buying decisions

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

➡ Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Learn more about 50 Marketing on our website: https://www.50marketing.com

This week, Bill sits down with Tim McLaughlin, co-founder of Blink, to discuss how video is revolutionizing marketing for manufacturers and B2B companies. Tim shares actionable insights on using video as an essential sales tool, helping businesses overcome the challenges of a dwindling sales force by leveraging video content to fill gaps, engage prospects, and close deals. Tim's production method allows clients to create multiple videos from a single shoot, maximizing content efficiency and ensuring consistent messaging across platforms. 

This episode is packed with tips on how to integrate video into your overall marketing strategy, from creating explainer videos to product demos, and using video to train new sales teams. If you’re a manufacturing marketing manager or executive looking to boost your company’s video presence, this episode offers the guidance you need.

Tim McLaughlin is the co-founder of Blink, a full-service marketing and video production agency based in Pittsburgh, PA. With over 15 years of experience in the video marketing space, Tim has worked with numerous brands to create compelling video content that aligns with their overall marketing strategies. 

Connect with Tim on LinkedIn: https://www.linkedin.com/in/timmclaughlin321blink/ 

Learn more about Blink: https://321blink.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this episode, we sit down with Katie Hagan, an award-winning digital marketing strategist to dive into the complexities of crafting a brand identity. Bill and Katie explore the differences between starting from scratch versus rebranding, the challenges of ensuring consistent communication throughout a rebrand, and effective tools to develop a strong content marketing plan. Katie shares her experience with creating content strategies that resonate with B2B audiences. From discussing why branding is essential for B2B businesses to the impactful role of internal focus groups in brand messaging alignment, this conversation is full of actionable advice.

Katie Hagan is an award-winning digital marketing strategist with nearly a decade of experience spanning B2B tech, consumer brands, market research, and behavioral health. Katie specializes in branding and content strategy, and brings a fresh perspective to B2B marketing, incorporating creativity and strategic alignment across various sectors.

Connect with Katie on LinkedIn: https://www.linkedin.com/in/katie-hagan-472971b3/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this episode of Missing Half, Bill sits down with Zach Hussion, founder of HUSHInbound, to discuss the impact of CRM tools, specifically HubSpot, for B2B and manufacturing companies. Zach draws from nearly two decades of experience in sales and marketing, offering insights into CRM implementation and marketing automation for late adopters, and the evolution of buyer behavior. They delve into how HubSpot's tools can streamline processes, increase ROI, and help marketing managers bridge the gap between strategy and execution. Tune in to learn actionable steps for leveraging CRM in your business and driving growth in today’s rapidly changing market.

Connect with Zach on LinkedIn: https://www.linkedin.com/in/zacharyhussion/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ 

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this episode of the Missing Half podcast, Bill sits down with Mike Maynard, CEO of Napier, to explore the pivotal role of PR in B2B marketing for tech and manufacturing companies. Mike shares insights on the forgotten art of PR, how it complements modern digital channels like SEO and paid search, and why it’s still essential for building brand authority. Whether you’re tackling PR at home or internationally, Mike provides valuable strategies on audience targeting, effectively engaging with journalists, and navigating complex markets. Bill and Mike also discuss budgeting for PR, common mistakes companies make, and the importance of differentiation in a competitive market.

Connect with Mike on LinkedIn: https://www.linkedin.com/in/mikemaynard/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this episode, Bill sits down with Courtney Houtz of Butler Technologies, Inc. to discuss how they are transforming the manufacturing marketing space by building a trusted brand, enhancing digital customer experiences, and embracing a self-service model. Courtney shares her journey from building a foundational marketing strategy to adopting advanced content tactics, all while navigating industry challenges like buyer trust, employee engagement, and lead generation. Gain insights on how to build a customer-centric, future-ready brand in the manufacturing industry.

Connect with Courtney on LinkedIn: https://www.linkedin.com/in/courthoutz/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe for more insights from industry experts.

This week, Bill sits down with Rena Ivory, Marketing Manager at Crescent Industries, to discuss her journey in B2B manufacturing marketing. Rena shares her insights on transitioning from a D2C background to a B2B role in a complex field, building an effective content strategy from scratch, and leveraging tools like video and HubSpot to increase engagement and lead quality. This episode is essential listening for anyone navigating the unique challenges of B2B marketing in manufacturing and looking for actionable strategies to enhance brand awareness, trade show impact, and content effectiveness.

Connect with Rena on LinkedIn: https://www.linkedin.com/in/rena-ivory/ 

Learn more about Crescent Industries: https://www.crescentind.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Michael Barbarita is a seasoned insurance consultant with O'Connor Insurance Group, helping small to mid-size local companies manage risk and safeguard their assets. Michael has a deep understanding of comprehensive coverage strategies, encompassing home, auto, life, and business insurance. His passion for building strong client relationships and delivering effective risk management solutions continues to make him a trusted advisor in the industry as a consultant through his own firm, Barbarita & Sons.

Connect with Michael on LinkedIn: https://www.linkedin.com/in/michaelcbarbarita/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this episode of Missing Half, Bill sits down with Greg Mischio to explore how manufacturers can fast-track their marketing transformation. They dive into the challenges of transitioning from traditional sales-led models to a digital-first approach, discuss Greg's innovative "Digital Twin" concept, and offer actionable steps to align sales and marketing for growth. This conversation is essential for B2B companies looking to modernize their marketing and drive revenue.

Greg Mischio is the founder of Winbound, a digital marketing agency specializing in helping small to mid-size manufacturers and B2B companies create and implement effective content marketing strategies. 

We cover: 

✔ Why manufacturers lag in digital marketing adoption and how the shift from traditional sales to digital engagement is essential.

✔ How to build a digital presence that mirrors the effectiveness of a sales team using content strategy.

✔ Greg's Know, Like, Trust Framework that builds customer relationships with relevant content.

✔ The importance of a hybrid approach combining in-house expertise with outsourced digital marketing specialists.

✔ Greg's experience using memes and humor to connect with professional audiences.

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregmischio/ 

Learn more about Winbound: https://winbound.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

This week's episode dives into how fractional CMOs can revolutionize marketing for manufacturers and B2B companies, offering strategic leadership without the expense of a full-time hire. Victoria Hajjar, founder of Ugli Ventures, shares her expertise on addressing common marketing struggles such as poor ROI, misaligned sales strategies, and outdated approaches to growth.

Key moments include an exploration of Victoria’s Scalable Marketing Machine framework, a proven four-step system for building marketing operations, and insights into why manufacturers need to embrace modern marketing to remain competitive. The conversation highlights how fractional CMOs can save businesses from costly marketing missteps and unlock their potential for predictable growth.

Listeners will hear about the benefits of working with a fractional CMO versus a full-service agency, and where each option is most suitable. This episode is ideal for CEOs, marketing leaders, and decision-makers in manufacturing or B2B companies looking to modernize their approach and drive meaningful results.

Victoria Hajjar is a seasoned fractional CMO and founder of Ugli Ventures, with over 15 years of experience helping businesses scale through strategic marketing leadership. Known for her innovative Scalable Marketing Machine framework, Victoria is passionate about empowering teams and supporting female founders in reaching new heights.

Connect with Victoria on LinkedIn: https://www.linkedin.com/in/victoria-hajjar/ 

Learn more about Ugli Ventures: https://www.ugliventures.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

This week, sales and marketing representative Paul Liebal shares how turning people into the face of metal manufacturer Mission Critical Solutions's brand has created authentic connections with customers and employees alike. From video marketing tactics that capture unscripted moments to strategies that integrate culture into recruitment, Paul offers a fresh blueprint for building trust and engagement in B2B marketing. This episode is packed with insights for manufacturing leaders and marketers ready to stand out by staying authentic. 

Connect with Paul on LinkedIn: https://www.linkedin.com/in/paul-liebal/ 

Learn more about MCS: https://missioncriticalsolutions.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This week, Bill and PR expert Michelle Garrett delve into the intricacies of B2B public relations. Discover how earned media and trade publications can transform your visibility, why AI-driven search is making PR more critical than ever, how to determine what is truly newsworthy, and how small and medium-sized businesses can compete against industry giants without massive budgets. Michelle shares practical frameworks to help you develop a consistent, impactful PR program that builds trust, earns attention, and positions your brand where decision-makers are already looking. Plus, Bill and Michelle touch on the value of executive thought leadership and the rise of influencers in B2B marketing. If you’re ready to elevate your reputation, land meaningful media coverage, and take advantage of untapped opportunities for growth, this episode delivers the tools you need. 

Connect with Michelle on LinkedIn: https://www.linkedin.com/in/prstrategist/ 

Michelle's book: https://michellegarrett.com/b2b-pr-book/ 

Michelle's podcast: https://michellegarrett.com/public-relations-podcast-pr-explored/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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▶ In this episode of The Missing Half Podcast, Bill speaks with Loreta Tarozaite, a communications expert with a background in TV journalism and executive presence coaching. Loreta shares insights into the importance of executive presence and personal branding, particularly in B2B and manufacturing industries. From overcoming imposter syndrome to mastering video presence, Loreta offers practical advice on how leaders can build authentic connections with their audiences.

Key themes include balancing personal and corporate brands, creating impactful video content, and why it's never too late to start building your thought leadership. Loreta and Bill explore the barriers executives face in developing their personal brand and the strategies to overcome them. Loreta's unique perspective makes this a must-listen for executives looking to elevate their visibility and bring authenticity to their company's presence.

Connect with Loreta on LinkedIn: https://www.linkedin.com/in/loretatarozaite/

Download Loreta's Executive Presence Checklist: https://www.loreta.today/executive-company-presence-checklist-complimentary

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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In this episode of Missing Half, we rewind to the end of summer 2024 to discuss the ins and outs of an on-location content shoot for a manufacturing client with intern Ethan McDowell. Ethan shares his firsthand experience working behind the scenes, managing multi-camera setups, and ensuring everything was captured perfectly. Bill and Ethan cover the importance of authenticity in manufacturing marketing, the challenges of capturing compelling interviews, and how this type of content can benefit both brand visibility and recruitment strategies. Bill and Ethan also dive into a candid discussion about career paths, leveraging college opportunities, and gaining valuable real-world experiences to prepare for future success. 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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In this episode of Missing Half, we sit down with Mike Cuperus, a marketing professor with extensive industry experience, to uncover the gaps in modern marketing education. From his early career in newspaper advertising to leading biotech marketing teams and transitioning to academia, Mike offers a unique perspective on the skills students need but aren’t learning in traditional classrooms. Bill and Mike discuss 8 tips for marketing students and educators alike, the importance of industry-academia partnerships, and how to future-proof your marketing career in an ever-changing field. Whether you're a student, educator, or professional, this episode is packed with invaluable insights to help you thrive.

Connect with Mike on LinkedIn: https://www.linkedin.com/in/mike-cuperus-2b87b34/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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In this episode of the Missing Half podcast, host Bill Woods sits down with Abby Wurzbach, Business Solutions Specialist at MANTEC and President of the Young Manufacturers Network. Abby outlines how MANTEC helps manufacturers with workforce development, marketing, process improvements, and technology integration, and shares her inspiring journey of launching the Young Manufacturers Network to address the lack of resources for young professionals in manufacturing.

The discussion dives into critical issues such as workforce recruitment challenges, the generational shift in workplace culture, the importance of workforce branding, and strategies manufacturers can adopt to remain competitive. Abby’s passion for connecting people and her innovative programs, like K-16 workforce pipelines, make this a must-listen episode for manufacturing leaders tackling workforce gaps and young professionals navigating the manufacturing space.

Connect with Abby on LinkedIn: https://www.linkedin.com/in/abigailwurzbach/

Discover the Young Manufacturer's Network: https://www.linkedin.com/company/young-manufacturers-network/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

This week, Bill sits down with Jennifer Sutton, expert in research-driven marketing strategy. Jennifer is the founder/CEO of Bright Marketing and the founder of Orange WIP, a media company that supports entrepreneurs. She brings over two decades of experience in media and brand strategy, helping businesses uncover gaps, refine positioning, and accelerate growth.

Bill and Jennifer dive deep into the importance of market research in B2B and manufacturing marketing, why many companies struggle with sales and marketing alignment, and how challenger brands disrupt legacy players. They also discuss the role of AI in marketing, strategies for breaking out of stagnant growth, and why agencies should be seen as strategic partners and "brand counselors," rather than just service providers. 

Tune in for a conversation packed with insights on data-driven decision-making, branding, and the future of B2B marketing.

Connect with Jennifer on LinkedIn: https://www.linkedin.com/in/jenniferjsutton/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Connect with Adam on LinkedIn: https://www.linkedin.com/in/adamkoos/

Libertas Wealth Management: https://www.libertaswealth.com/

ELEVATE and Exit: https://www.linkedin.com/company/elevateandexit/

ADRENALINE Advisor Consulting: https://adrenalineadvisor.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Join Bill as he sits down with Robert Royer, founder of Building Brands Marketing, to uncover the biggest lead generation mistakes holding B2B companies back. From CRM tracking failures to over-focusing on cost per lead, Robert shares expert insights on how manufacturers and B2B businesses can improve lead nurturing, optimize sales follow-ups, and increase conversions through effective middle-of-the-funnel content, personalized communication, and more. 

We also explore why direct mail is making a comeback, how automation and AI can improve lead scoring, and why many companies struggle with aligning sales and marketing teams. If your business is missing sales opportunities, this episode is a must-listen.

Robert Royer brings his expertise as the founder of Building Brands Marketing, a full-service marketing and consulting agency in Victoria, Texas, focused on lead generation, SEO, and SEM for service-based business marketing. 

Connect with Robert on LinkedIn: https://www.linkedin.com/in/robertproyer/

Learn more about Building Brands Marketing: https://buildingbrandsmarketing.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

We also explore the impact of AI on marketing strategies, lessons learned from failed campaigns, and the impact of utilizing external partners to maximize efficiency. If you're a marketing manager juggling multiple responsibilities in manufacturing or B2B, this episode is packed with insights you can't afford to miss.

Connect with Grace on LinkedIn: https://www.linkedin.com/in/grace-campbell-2734a417b/ 

Learn more about Conspec Controls: https://conspec-controls.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this week's episode of the Missing Half podcast, Bill talks with Scott Moffat, co-founder of Ideal Strategic Partners. Scott shares his expertise on helping inventors and entrepreneurs take their ideas from concept to commercialization through a disciplined, data-driven approach. He breaks down the biggest mistakes startups make—like failing to do proper market research—and offers insights on product-market fit, marketing execution, and scaling smartly. If you're launching a new product or refining your existing business model, this episode is full of valuable takeaways.

Covered in this episode: 

‣ How Ideal Strategic Partners helps entrepreneurs bring products to market

‣ The importance of selecting the right partners and investments

‣ How a lack of product-market fit can ruin even the best ideas

‣ The role of branding in protecting against copycats and competitors

‣ The difference between brand promise and brand aspiration

‣ Why knowing your customer is more important than loving your product

‣ When to outsource and delegate to grow effectively

Connect with Scott on LinkedIn: https://www.linkedin.com/in/scott-moffat-a6279866/

Learn more about Ideal Strategic Partners: https://idealstrategicpartners.com/

Follow the Kingdom Kommerce podcast: https://www.youtube.com/@kingdomkommerce

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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The conversation dives deep into account-based marketing (ABM) for the maritime and industrial sectors, the complexities of video production in marketing, and the crucial role of customer conversations in refining strategy. Scott also shares hard-earned lessons on leveraging sales teams as marketing assets and challenges faced by professionals in chemical manufacturing. Bill and Scott explore the gaps in current marketing strategies and provide valuable advice for newcomers in the field, emphasizing the need for openness to failure and continuous learning. 

Scott has been with Advanced Polymer Coatings for four years, helping shape how the company connects with the marine and industrial markets. With a passion for storytelling and strategic marketing, he works to position APC’s innovative coatings—like MarineLINE® and TriFLEX™—as industry-leading solutions. Scott thrives on building relationships, creating impactful messaging, and showing customers that APC offers more than just coatings—it’s about long-term protection, service, and value.

Connect with Scott on LinkedIn: https://www.linkedin.com/in/scott-wesemeyer/ 

Learn more about Advanced Polymer Coatings: https://www.adv-polymer.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Bill sits down with Rick Dumm DVM, a veterinarian, entrepreneur, and industry innovator in animal health and agricultural technology. With over 30 years of experience in veterinary medicine, Dr. Rick shares his journey from dairy veterinary practice to launching groundbreaking solutions that transformed animal health practices. He discusses the challenges of introducing new products to niche markets, the role of veterinarians in driving adoption, and how digital tools and AI are shaping the future of the industry. Whether you’re in agriculture, animal health, or simply B2B marketing, this episode provides valuable insights into scaling innovations in specialized markets.

Connect with Dr. Rick on LinkedIn: https://www.linkedin.com/in/richard-dumm-85564918/

Learn more about Datag: http://dataginc.com

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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In this week's episode, Bill welcomes back Dan Ellsworth, founder of TCQ Solutions, for a deep dive into a topic many B2B business owners overlook—how professional, repeatable marketing strategies directly impact the value of your business during a sale or acquisition.

Drawing from decades of experience in manufacturing, animal health, agriculture, and distribution, Dan shares real-world stories and insights from both sides of the M&A table. Whether you're planning an exit, preparing for a private equity conversation, or simply trying to boost your company's long-term valuation, this conversation is packed with insights for manufacturers and B2B businesses alike.

🔗 Connect with Dan on LinkedIn: https://www.linkedin.com/in/dan-ellsworth-bb14b6a/ 

Learn more about TCQ Solutions: https://tcqsolutions.net/ 

🔗 Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

This week, Bill chats with Rob Waring, Managing Director at Strategic Exit Advisors. Rob shares how marketing—or the lack thereof—can drastically impact both the valuation and structure of a deal. Bill and Rob dig deep into how founder-led sales, lack of scalability, and unprepared exits can tank deals or lead to painful earn-outs. With real-world anecdotes and years of experience, Rob explains what buyers are really looking for, how to de-risk your exit, and why marketing is more than just lead gen—it's a key to unlocking higher multiples.

Rob Waring is a Managing Director with Strategic Exit Advisors, a boutique sell-side investment bank serving entrepreneurial companies with EBITDA from $2 million to $8 million. SEA helps owners achieve their ultimate exit by focusing their process on strategic buyers willing to pay higher, strategic valuation multiples. SEA understands what you’ve been through building your business - their job is to make sure you get paid for it.

🔗 Connect with Rob on LinkedIn: http://www.linkedin.com/in/robertwaring 

Learn more about Strategic Exit Advisors: http://www.se-adv.com 

🔗 Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This week, Bill sat down with Koti Wright, Marketing Coordinator at Brechbuhler Scales and Instrument Calibration Solutions of Canton, Ohio. Koti brings a refreshingly raw perspective to B2B marketing, blending her grassroots content creation background with the rigorous branding needs of the industrial sector. From viral TikToks to factory tours, Koti shares how authenticity, culture, and a healthy amount of adaptability are breathing new life into the traditionally dry world of manufacturing marketing.

Whether you're a marketing director, small business owner, or simply navigating the jungle of B2B branding, this episode offers a candid look at what’s working—and what’s not—in today’s industrial marketing landscape.

🔗 Connect with Koti on LinkedIn: https://www.linkedin.com/in/kotiwright/

Brechbuhler Scales: https://www.brechbuhler.com

ICS: https://www.instrumentcs.com 

🔗 Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

This week, Bill explores the rapidly evolving impact of AI on B2B marketing and manufacturing companies. From the rise of AI-powered search tools to the implications for your digital content strategy, this episode dives deep into how artificial intelligence is shifting the rules of engagement for marketers and the C-suite alike.

Bill shares what we're learning from our clients, discusses how Google’s AI Answers and new search experiences are disrupting traditional SERP strategies, and offers practical steps for manufacturers to future-proof their marketing efforts in this dynamic landscape.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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What’s really holding your content back? In this episode of the Missing Half podcast, Joanna Track, founder of Good Eggs and Co., shares what most B2B companies get wrong when it comes to content, and how to fix it. Her mantra: serve before you sell. With a background in finance and a passion for analytics-driven storytelling, Joanna unpacks how manufacturers and B2B brands can build trust and convert audiences with authentic content.

With decades of experience building content that converts, Joanna breaks down why the “everything everywhere” approach fails, and why strategic, prioritized content wins. You’ll hear how to simplify your message, align your sales team, and get more value from less effort. From helping marketing teams of one succeed to guiding companies through strategic content pivots, this episode delivers practical insights and inspiration for any B2B brand looking to grow with content.

Connect with Joanna on LinkedIn: https://www.linkedin.com/in/joanna-track-18479227/

Learn more about Good Eggs & Co.: www.goodeggsandco.com 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This week on Missing Half, we highlight the realities of being a marketing team of one inside a B2B company and offer practical strategies for making it work. You’ll hear directly from three previous guests—Grace Campbell, Katie Hagan, and Paul Liebal—who share honest insights about juggling responsibilities, managing expectations, and building momentum without a full team behind them. Alongside their stories, Bill offers commentary and recommendations to overcome these challenges. If you're tasked with “doing it all,” this episode will give you a clearer path forward.

Watch Grace's full episode: https://youtu.be/QuZFyII0gYc?feature=shared

Katie's full episode: https://youtu.be/KxPjuQsztP0?feature=shared

Paul's full episode: https://youtu.be/3MsbHJLCEUU?feature=shared

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

✔️ Subscribe to our channel for more real-world insights from B2B marketing professionals and experts.

What does it take to run an entire marketing department—solo—in a complex B2B manufacturing environment? In this episode of the Missing Half podcast, we talk with Kait Gallagher-Wilsterman, Marketing & Community Relations Manager at TuscoMFG, about her role as a department of one and the innovative marketing strategies she’s championed at the company.

From redefining workforce recruitment through flexible scheduling to executing national media coverage and pioneering trade show engagement tactics, Kait shares the behind-the-scenes processes that are transforming how manufacturers approach marketing. Learn how Kait leverages content repurposing, lead generation partnerships, and community engagement to build a stronger brand inside and out.

Connect with Kait on LinkedIn: https://www.linkedin.com/in/kaitgw/ 

Learn more about TuscoMFG: www.TuscoMFG.com

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Help us spread the word—leave a review and share this episode with a fellow marketer in manufacturing.

This week, Bill opens up about his personal journey from a fresh college grad to Chief Marketing Officer, revealing the growing pains and hard-earned lessons of building marketing departments inside mid-market companies. Bill discusses the pitfalls of under-resourced marketing teams, the illusion of "just hiring one more person," and why so many marketing managers, and even VPs, burn out trying to do it all. He shares the real story behind why 50 Marketing was founded and the hybrid marketing team model that’s transforming how B2B and manufacturing companies approach marketing execution.

Learn more about the hybrid model: https://www.50marketing.com/resources/hire-a-marketing-agency/ 
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/
Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Entrepreneur Dave Kohl joins Missing Half to discuss how B2B marketing, strong culture, and financial discipline drive value in manufacturing M&A. Learn how marketing impacts exit multiples and post-acquisition success through the stories of three private equity exits and Dave's journey from running payroll on a shoestring to leading organizations with hundreds of employees.

Dave is the former president of CWM Environmental, which he led for 23 years before selling to a Goldman Sachs portfolio company. He also co-founded 120Water and owned Armstrong Nutrition Management, both of which were successfully acquired. Today, he works through his firm Rimer Hill LLC to advise and invest in businesses focused on operational and strategic growth.

Connect with Dave on LinkedIn: https://www.linkedin.com/in/daveckohl/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

In this week's episode, Julian Schaaf breaks down what’s broken in the traditional B2B agency model and what manufacturers can do instead. Bill and Julian dig into the inefficiencies of bloated teams, the disconnect between strategists and executors, and how manufacturers can build leaner, more effective marketing operations using fractional and hybrid models. They also cover what’s working in 2025: from SEO and Google Ads to surprising wins in print trade publications.

Julian shares practical insights on building a marketing team when you don’t have a CMO, how to hire freelancers when you don’t know what you’re looking for, and the “player-coach” model that gives companies both strategic direction and execution without the overhead.

Julian Schaaf is the founder of Industrial Growth and previously led strategy at Gorilla 76, one of the top industrial marketing agencies in the U.S. With experience across manufacturing and software, he brings a no-nonsense, results-driven approach to helping midsize industrial companies get real marketing traction.

Connect with Julian on LinkedIn: https://www.linkedin.com/in/julianschaaf/ 

Julian's post on budget tiers: https://tinyurl.com/2xdt54kk 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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In this week's episode, Bill sits down with Chris Atwell, founder of Mindset-Conquest and a performance leadership coach specializing in manufacturers’ rep agencies. With nearly two decades of experience in sales and leadership across distribution and manufacturing, Chris shares transformative strategies for scaling sales teams, embracing tech, and adopting social selling practices that actually work.

They dive into the evolving world of rep groups, the problems with CRM resistance, how leadership must enforce standards, and why marketing isn't just an afterthought, but a vital part of the revenue engine. This is a must-listen for manufacturers, industrial sales teams, and B2B businesses struggling to modernize their approach.

Connect with Chris on LinkedIn: http://linkedin.com/in/thechrisatwell

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This week, Bill is joined by veteran sales and marketing executive Ron Evans, currently with Rishaba Industries, to uncover what many manufacturers and B2B companies overlook: the critical role of trade marketing in sustainable growth and brand positioning. With 25+ years of experience across companies ranging from $25M startups to $17B global brands, Ron shares practical lessons from the trenches, covering everything from channel management and U.S. market entry to why even private label manufacturers need brand identity.

Ron’s global perspective and strategic lens make this episode a must-listen for manufacturers looking to scale, differentiate, and break into major retailers like Walmart, Target, and Costco.

Connect with Ron on LinkedIn: http://linkedin.com/in/ron-evans-68aa7210 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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What makes a B2B business truly valuable—and sellable? In this week's episode, Bill sits down with Steve Kohnke, Business Strategist, Certified Exit Planning Advisor, and CEO at Denver Business Coach. With a background in neuroscience and change management, and real-world experience in founding and scaling companies, Steve shares expert-level strategies for building businesses that thrive without owner dependence.

Explore the intersection of owner-led sales, operational scalability, marketing as a growth engine, and what buyers really look for during acquisition. Steve discusses the need for business owners to prepare for exit early and to focus on de-risking their business to attract buyers.

Connect with Steve on LinkedIn: https://www.linkedin.com/in/stevenkohnke/

Learn more about Denver Business Coach: https://denverbusinesscoach.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

This week on the Missing Half podcast, we deliver a crash course on the intersection of marketing and M&A through a compelling compilation of expert insights. Bill weaves together commentary and clips from past guests—exit advisors, private equity operators, and former business owners—who’ve seen firsthand how marketing (or lack thereof) directly influences EBITDA, valuation multiples, and deal structure.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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If you're a B2B company or manufacturer preparing for an exit or considering a roll-up strategy, this episode is a must-listen. Featuring insights from Rob Waring, Steve Kohnke, Dave Kohl, Adam Koós, and Dan Ellsworth, this commentary-driven episode exposes the often-overlooked marketing blind spots that stall deals or suppress valuations, and what you can do about it.

We explore how smaller, more agile manufacturing companies can use the Challenger Brand Advantage to outflank larger, slower competitors. You’ll learn how to pivot quickly, focus on niche strengths, and make decisive moves that position your company to win. This is your guide to transforming wasted marketing budgets into strategic growth and market leadership.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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We discuss the myths around untouchable incumbents, the three core advantages of challenger brands, and practical steps B2B leaders can take today to drive growth—even in the face of economic headwinds, AI disruption, and shifting market conditions.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Gain insights into making technical B2B copy engaging, why brands should embrace personality and humor, and the pitfalls of playing it too safe in industrial marketing.

Connect with Heather on LinkedIn: https://www.linkedin.com/in/heatherebarnett/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Together, they explore how AI search, LLMs, and SEO are converging to disrupt the way B2B companies and manufacturers compete online. The conversation covers the impact of ChatGPT on visibility, why content fundamentals still win, the critical role of pricing transparency, and how customer research drives effective marketing strategies. Whether you’re a manufacturer, service provider, or tech company, this episode delivers the insights you need to build visibility, credibility, and inbound leads in today’s rapidly changing digital landscape.

Connect with Sam on LinkedIn: https://www.linkedin.com/in/samdunning/ 

Follow Sam's podcast: https://www.breakingb2b.com/blog 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

The conversation covers the realities of customer acquisition costs, private equity, building brands that add enterprise value, and navigating long B2B and government sales cycles. Megan also provides candid insights into startup life, what it takes to grow through “white-knuckle moments,” and why marketing should be part of the growth plan from day zero, not year three.

Connect with Megan on LinkedIn: https://www.linkedin.com/in/megancglover/

Follow Megan's podcast: https://makewaterwork.podbean.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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In this week's episode, Bill is joined by Carlos Hidalgo, co-founder and CEO of Digital Exhaust, a B2B growth partner that helps organizations make growth simple. 

Together, Bill and Carlos explore the truth about the fractional CMO role, the difference between strategic leadership and tactical execution, and why so many manufacturers and B2B companies waste money on marketing that doesn’t connect with customers. They dig deep into voice-of-customer research, brand alignment, and the importance of marketing accountability in driving measurable business growth.

Connect with Carlos on LinkedIn: https://www.linkedin.com/in/carlosahidalgo/

Learn more about Digital Exhaust: https://digitalexhaust.co/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Hire Bill as a Fractional CMO: https://www.xbillwoods.com/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This episode explores how to move from “pretend mode” to profitable, sustainable growth, the pivotal role of strategic marketing in building enterprise value, and why founders who act like big companies early create better outcomes during due diligence and exit. From EBITDA growth and digital transformation to mentorship, funding, and scaling for private equity buyers, this discussion delivers insights for leaders in B2B, SaaS, and industrial markets who want to build companies that are ready to scale, attract investors, and command higher exit multiples.

Learn how investing in marketing early can drive valuation growth, build investor confidence, and turn innovation into lasting equity.

Connect with Chris on LinkedIn: https://www.linkedin.com/in/chrismillerphdpe/ 

Learn more about USALCO: http://usalco.com 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Bill outlines five critical strategies to transform marketing from reactive to repeatable:

Building a written, documented marketing strategy aligned with business goals.Leveraging voice of customer research to drive smarter decisions.Harvesting your existing customer base to increase share of wallet.Creating and distributing content that actually works in an AI-driven landscape.Strengthening your data foundation to unlock the potential of automation and intelligence in marketing.

Whether leading a B2B organization or a manufacturing firm, this episode provides a practical roadmap for scalable, predictable marketing success in 2026 and beyond.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Bill and Colson unpack why many mid-market B2B and manufacturing companies skip research too early, and the costly risks that follow. From pricing strategy and product-market fit to private equity due diligence and AI’s impact on SaaS value, this conversation provides insights for leaders who need better information to guide growth. Colson also shares memorable examples where research fundamentally changed a company’s trajectory and offers first steps for organizations considering market research for the first time. 

Connect with Colson on LinkedIn: https://www.linkedin.com/in/colsonsteber/

Learn more about Qlarity Access: https://qlarityaccess.com/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Together, they explore how today’s private equity landscape has shifted, highlighting why capital efficiency, longer hold periods, and increased competition for higher multiples necessitate a more strategic approach to marketing, sales, and customer success. Brian outlines the patterns he sees across portfolio companies, the risks of founder-led sales, the importance of buyer clarity and differentiation, and how a strong GTM engine both fuels growth and de-risks an investment. This conversation provides practical insights for PE operators, CEOs, and those leading B2B and manufacturing organizations through value creation.

Connect with Brian on LinkedIn: https://www.linkedin.com/in/brian-gustason/

Learn more about Craig Group: https://www.craiggroup.io/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Chris discusses the company’s management buyout, the cultural shift toward innovation and smart risk-taking, the challenges of multi-year sales cycles, and the growing impact of professional buying environments on engineering-driven manufacturing companies. The conversation also explores global expansion, the rise of new markets such as biochar and carbon reduction technologies, the role of disciplined organizational frameworks, and how modern marketing has become an essential growth lever for PCC.

Connect with Chris on LinkedIn: https://www.linkedin.com/in/christopher-riemer-7481046/

Learn more about PCC: www.pcc-group.com

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This episode is built for owners, executives, private equity operators, and leadership teams in B2B and industrial companies navigating growth, acquisition, or exit. Bill walks through how to align marketing directly to a deal thesis, protect revenue, unlock expansion inside existing accounts, systematize referrals, and scale into new markets with speed and confidence. The result is marketing that behaves like capital—predictable, defensible, and trusted by boards, lenders, and buyers.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Follow 50 Capital Growth: https://www.linkedin.com/company/50-capital-growth/

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This episode explores the difference between spend-driven growth and system-driven go-to-market strategy, why expansion is often mistaken for scale, and how misaligned incentives quietly erode performance over time. You’ll learn what a true GTM system includes—from ICP clarity and defined sales motion to channel discipline and economic accountability—and how PE operators and leadership teams can shift from reactive spending to predictable, efficient growth.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Tim works closely with lower middle-market, family-owned, and founder-led businesses navigating growth plateaus, leadership bottlenecks, and exit readiness. Together, they explore why growth and marketing are often the most overlooked levers in valuation, how customer concentration and owner dependency quietly kill deals, and why storytelling—not just financials—determines what buyers are willing to pay.

Connect with Tim on LinkedIn: https://www.linkedin.com/in/theinsideman/ 

Learn more about The Inside Man: http://www.theinsideman.biz/ 

Subscribe to Tim's blog: https://timtheinsideman.substack.com/ 

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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This episode explores why leadership cannot compensate for an undefined GTM motion, how mis hires stall momentum for 12 to 18 months, and why adding headcount before repeatability simply multiplies inefficiencies. You will learn the difference between building a system and operating one, what foundational GTM elements must exist before scaling including ICP clarity, documented sales stages, aligned handoffs, and enablement infrastructure, and how PE operators and executive teams can shift from hiring as a shortcut to clarity first, system driven growth.

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Sebastian has spent decades leading digital transformation initiatives and now works directly with manufacturing leaders implementing AI in real operational environments. Together, he and Bill unpack why so many AI initiatives stall after early wins, where executive expectations disconnect from technical reality, and how poor data hygiene and undefined processes quietly sabotage promising projects. They explore the importance of humility in AI adoption, why smaller, focused implementations outperform grand transformation mandates, and how leadership maturity ultimately determines whether AI becomes a competitive advantage or an expensive experiment.

The conversation also dives into one of the most pressing issues in manufacturing today: capturing tribal knowledge before it walks out the door. With a generational workforce shift underway, AI presents a powerful opportunity to preserve institutional expertise, democratize it across teams, and accelerate onboarding for the next generation of engineers and operators. Bill and Sebastian also discuss how private equity and investors are evaluating “AI-enabled” companies, how to distinguish real operational leverage from performative AI branding, and why the asymmetrical upside of AI makes experimentation not just worthwhile — but necessary.

If you’re a manufacturing executive, operator, or investor trying to separate AI signal from noise, this episode offers a grounded, strategic look at what works now and what will matter most over the next 24 months.

Connect with Sebastian at Fountain City: https://fountaincity.tech

Explore TestFox AI: https://testfox.ai

Connect with Sebastian on LinkedIn: https://www.linkedin.com/in/sebastianchedal/

Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/

Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

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Marc Rust is CEO and Founder of Consequently Creative, a creative strategist, TEDx speaker, and narrative troublemaker who helps organizations find their true voice and use it boldly. Known for bringing strategic clarity with a poetic edge, Marc works with private equity firms and portfolio companies to turn brand fog into messaging that drives alignment, growth, and differentiation.

In this conversation, Marc introduces the concept of “acquisition turbulence,” explains why most companies lead with what they do instead of why it matters, and shares how better messaging can improve employee retention, customer clarity, and long-term business performance.

If you’re a private equity professional, operator, or B2B leader trying to improve growth during the hold period, this episode will challenge how you think about branding and its role in value creation.

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