Marketing for Process Safety Firms with Janet Benaquisto

Episode SummaryHow a marketer built a career in process safety and learned what actually drives action in compliance-heavy industries. Janet Benaquisto shares her path from a pre-med start to CT scanners, sales and marketing, multiple layoffs, and finally into OSHA process safety management work. She and Brian dig into marketing where urgency is episodic, why consistency beats perfection, and how newsletters and LinkedIn can keep you top of mind until the exact moment timing clicks. Janet also talks about preparing to retire, documenting what she has learned, and what she wants to create next.Key TakeawaysCareer reinvention becomes easier when you keep saying yes to learning, even when the job is unfamiliar.In compliance-driven markets, many buyers do not feel daily pain, so staying present matters more than a single perfect message.Consistency creates “right time” moments, where a simple email or call lands exactly when a shutdown, audit, or deadline makes help urgent.Content works better when each piece can stand alone, because people will not consume posts in a neat series order.Testing content in public, then tracking what gets reactions, can reveal what your audience truly needs and what to double down on.One-to-one thinking still applies at scale, because the “market” is a person with a specific context and personality.TimelineEarly00:00:00 Brian welcomes Janet and introduces her company, Risk Integrity Safety Knowledge.00:01:00 Janet shares her start in a CT scanner startup and learning marketing from the ground up.00:02:00 Multiple layoffs shape her resilience and lead her toward process safety work.00:03:00 Janet describes being handed the OSHA process safety management regulation on day one.00:05:00 She explains why she honored a non-compete and what brought her back into the industry.Middle00:06:00 Brian and Janet discuss the marketing challenge of problems people ignore until they are urgent.00:07:00 Janet explains targeting “eagles,” organizations that want to do safety well, not just check boxes.00:08:00 The role of a newsletter in surfacing pain points and staying connected month to month.00:10:00 Janet talks about starting before it is perfect and improving through repetition and observation.00:12:00 Using LinkedIn signals, incident summaries, and simple analysis to earn engagement and trust.Late00:15:00 Why posts need to be standalone, and how newsletters or a website can structure a true series.00:17:00 Building relationships by treating each customer as a person, not a segment.00:18:00 Timing stories from calls and emails, and why marketing fundamentals have not changed.00:22:00 Janet shares her retirement plans, potential books, and returning to painting.00:25:00 Recommendations and how to connect with Janet on LinkedIn.Links and ResourcesLinkedIn: https://www.linkedin.com/in/janet-benaquisto/Company: https://psmrisk.com/