Missing Half

This week, Bill sits down with Brian Morrell, COO of Stern Engineered Woven Substrates, to explore how the 137-year-old manufacturer has evolved its go-to-market strategy. From eliminating traditional sales rep layers to building direct relationships with customers, Brian shares how modern manufacturers must adapt to meet the demands of faster decision-making, technical buyers, and increasing expectations shaped by consumer experiences.Brian also discusses how Stern is improving customer experience through simple but effective digital tools, the role of transparency in industrial supply chains, and how AI and data accessibility are reshaping how engineers source and specify products. With an extensive career in process optimization and operations leadership, Brian brings a practical, transparent perspective on what it takes to modernize without overcomplicating systems, and why people, process, and trust still drive success in manufacturing.Key takeaways this week: • Direct-to-customer strategies improve speed, value, and relationships • Customer experience is no longer optional in manufacturing • Simple digital tools can outperform complex systems • AI will reshape how buyers discover and evaluate suppliers • People remain the most critical asset in manufacturingConnect with Brian on LinkedIn: https://www.linkedin.com/in/brian-morrell-608b9465/ Learn more about Stern EWS and see the product catalog tool: https://www.sternandstern.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!

Private equity has evolved beyond financial engineering, but branding and messaging are still widely underutilized as value creation levers. In this episode of The Missing Half Podcast, Bill sits down with Marc Rust to explore how private equity firms and portfolio companies can use brand clarity, internal alignment, and audience-focused messaging to drive growth and increase valuation.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.https://www.50marketing.com/contact/Connect with Guest on LinkedIn:https://www.linkedin.com/in/marcrLearn more about Consequently Creative:https://www.linkedin.com/company/consequently/https://consequentlycreative.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!

AI is everywhere in manufacturing right now, but most companies are still stuck in pilots, hype cycles, and half-finished experiments. In Episode 83 of The Missing Half, Bill sits down with Sebastian Chedal, Founder & CEO of Fountain City and Co-Founder of TestFox AI, to break down what it actually takes to move beyond proof-of-concept and into repeatable, scalable AI outcomes inside mid-market and enterprise manufacturing companies .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.techExplore TestFox AI: https://testfox.aiConnect 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/Enjoyed this episode? Don’t forget to subscribe for more conversations with founders, executives, and investors shaping the future of manufacturing, marketing, and growth strategy. Let us know your biggest AI challenge in the comments below.

In this week’s episode, Bill breaks down a costly pattern inside private equity backed companies: hiring senior go to market leaders before defining the system they are supposed to run. Too often, slowing growth triggers a reflexive search for a VP of Sales or CRO without first establishing the clarity and structure required for that leader to succeed.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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Most business owners assume an exit is a single transaction. In reality, successful exits require years of intentional planning across leadership, growth, and personal identity. In this week's episode, Bill sits down with Tim Martinez, President and Founder of The Inside Man, to unpack what truly drives valuation, and why most businesses never make it to a successful sale.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/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, Bill breaks down a critical issue inside private equity–backed companies: the absence of a real go-to-market strategy. Too often, post-acquisition growth plans rely on increased budgets, headcount, and activity without a defined, repeatable system for creating real growth.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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Marketing doesn’t create enterprise value by accident—it has to be engineered, governed, and aligned to the deal thesis. In this week's episode, Bill breaks down the model we use at 50 Capital Growth to turn marketing from a collection of activities into a governed asset that creates measurable enterprise value.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/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 Chris Riemer, U.S. President of Process Combustion Corporation (PCC), a global engineering and manufacturing organization specializing in process heating and emissions control systems. With 30+ years of engineering and military leadership experience, Chris shares how PCC has transformed from a conservative legacy business into a forward-focused, diversified global competitor.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.comConnect 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 talks with Brian Gustason, a growth-focused operator and advisor with deep experience accelerating revenue and EBITDA across lower and middle-market B2B and technology companies. Brian has built a career transforming private equity portfolio companies through disciplined leadership, integrated revenue systems, and clear go-to-market strategy.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/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 talks with Colson Steber, co-CEO and founder of Qlarity Access, a market research consulting firm guiding companies through high-stakes decisions with clarity and confidence. With experience leading five acquisitions and supporting organizations across agriculture, SaaS, private equity, and more, Colson brings a refreshing perspective on how research truly shapes strategic direction. 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/

“Random acts of marketing don’t work. They create chaos, inefficiency, and confusion.” This week, Bill explores what’s truly missing in most marketing plans for manufacturers and B2B companies as planning season for 2026 ramps up. 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/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 is joined by Chris Miller, Ph.D., P.E., Vice President of Digital Services at USALCO and founder of Fontus Blue, a company that transformed the water treatment industry through data-driven optimization software and cloud technology. Chris shares his journey from civil engineering and academia to entrepreneurship, explaining how Fontus Blue evolved from a startup spreadsheet model into a scalable, high-value business that attracted acquisition by USALCO.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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Ready to align your marketing strategy with business goals? Connect with 50 Marketing to discover how our proven roadmaps help manufacturers and B2B companies drive measurable growth. https://www.50marketing.com/contact/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/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 Megan Casey Glover, founder of 120Water, a nationally recognized leader in water compliance technology. Megan shares her entrepreneurial journey, from starting as a direct-to-consumer water testing service during the Flint water crisis to scaling into a SaaS platform supporting governments and utilities across the country.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/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 talks with Sam Dunning, founder of Breaking B2B and host of the Breaking B2B Podcast. Sam is a leading expert in B2B SEO, websites that convert, and customer research-driven strategies.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!

In this episode of The Missing Half Podcast, Bill sits down with Heather Barnett, a 20-year B2B marketing veteran turned freelance copywriter who has carved out a unique niche by infusing humor into LinkedIn content. Heather shares her journey from agency and client-side leadership roles to freelancing, how humor helped her stand out in the crowded world of B2B marketing, and why consistency is critical for personal branding.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!

In this episode of the Missing Half Podcast, we explore the Challenger Brand mentality and how it empowers CEOs, owners, and founders of manufacturers and B2B companies to outperform larger competitors. While market incumbents often rely on size, budget, and bureaucracy, challenger brands thrive through agility, niche market focus, and smart partnerships.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!

In this week's episode, Bill speaks directly to manufacturing CEOs, executives, and owners who are frustrated with unclear, ineffective marketing. If you’re feeling like your marketing is a black box full of tools, noise, and little measurable return, this conversation is your blueprint for change.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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

“A strong marketing system can add millions to your valuation.” – Steve KohnkeThis 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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!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.

Struggling to align your marketing with your long-term valuation goals? 50 Marketing helps B2B companies and manufacturers drive growth and build value. https://www.50marketing.com/contact/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!

Struggling with brand positioning or channel strategy? Talk to 50 Marketing today: https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Ready to ditch guesswork and build a scorecard-driven marketing plan? Book a strategy session with 50 Marketing today. https://www.50marketing.com/contact/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/thechrisatwellConnect 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!

Struggling with bloated retainers and slow results? 50 Marketing provides a lean, strategic team that delivers. Contact us today: https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Need more than one marketer? Our team becomes your marketing department, from strategy to execution. Contact us today: https://www.50marketing.com/contact/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!

🛠️ If you’re a manufacturer with a great product but inconsistent messaging, we can help you tell a better story. Contact us today: https://www.50marketing.com/contact/In this episode of the Missing Half podcast, Bill sat down with Dustin Wallace, Director of Sales and Marketing at Faxon Firearms, a family-owned firearms manufacturer with deep roots in American machining and a modern approach to brand-building.Dustin shares how Faxon balances a complex omnichannel strategy—managing OEM, D2C, and dealer sales—while keeping customer experience and brand consistency at the core. From building a small but powerful team to prioritizing long-term dealer relationships, this episode explores what it means to align brand, channel strategy, and internal culture in today’s manufacturing landscape.Main Topics Covered:▸ Channel Strategy: Why Faxon prioritized dealer relationships over direct-to-consumer profit—even during the pandemic.▸ Operational Integration: Managing sales, customer service, and marketing under one agile, cross-trained team.▸ Brand Discipline: Building and maintaining a consistent style guide and voice in an industry that often overlooks branding.▸ B2B Marketing Insights: Why manufacturers should treat B2B content with the same creative care as D2C campaigns.▸ Pricing Complexity: How multi-tier pricing, MAP enforcement, and distribution volume affect strategy.▸ Leadership Philosophy: “We're in it for anniversaries, not honeymoons.” Why showing up still matters.▸ Practical Advice: What to do when demand dips—hint: it's not just finding new customers.Connect with Dustin on LinkedIn: https://www.linkedin.com/in/dustinkwallaceLearn more about Faxon Firearms: https://faxonfirearms.comConnect 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!

“Agencies need to understand your business better than you do."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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Struggling to scale marketing with limited resources? 50 Marketing helps manufacturers build smart strategies that actually work. https://www.50marketing.com/contact/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.comConnect 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.

Facing similar challenges? Work with 50 Marketing to build a sustainable, effective marketing program—even when you don’t have a full team. https://www.50marketing.com/contact/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=sharedKatie's full episode: https://youtu.be/KxPjuQsztP0?feature=sharedPaul's full episode: https://youtu.be/3MsbHJLCEUU?feature=sharedConnect 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.

We help challenger brands stand out. Talk to us about your B2B marketing game plan: https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!Tags:b2b content marketing, content marketing strategy, manufacturing marketing, joanna track interview, content that converts, serve before you sell, b2b marketing podcast, the missing half podcast, b2b lead generation, linkedin content strategy, marketing department of one, b2b personal branding, challenger brand strategy, content pillars b2b, digital marketing for manufacturers, content creation tips, fractional cmo, b2b linkedin strategy, direct mail marketing b2b, storytelling in marketing, 50 marketing, the missing half, good eggs and co, bill woods podcast

Struggling to stay ahead of AI-driven changes? Book a strategy session with 50 Marketing. https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

💡 Want to bring this kind of authentic marketing to your industrial business? Contact 50 Marketing today. https://www.50marketing.com/contact/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.comICS: 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!

“If marketing and sales live only in your head, you’re the risk.”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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Need scalable marketing systems that boost your M&A appeal? Contact us at 50marketing.com.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!

Need B2B marketing help? – If you're looking to market an innovative AgTech or animal health solution, 50 Marketing specializes in B2B strategies for niche industries. Contact us today! https://www.50marketing.com/contact/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.comConnect 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, Bill sits down with Scott Wesemeyer, Marketing Manager at Advanced Polymer Coatings. Scott shares his journey from the golf industry into manufacturing marketing and what it means to be a marketing team of one in a highly niche B2B environment.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/Enjoyed this episode? Don’t forget to follow us and leave a review!

Struggling with your marketing strategy? 50 Marketing specializes in helping manufacturers and B2B businesses grow. Let’s talk! https://www.50marketing.com/contact/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 effectivelyConnect 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/@kingdomkommerceConnect 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, we sit down with Grace Campbell, Marketing Director at Conspec Controls, an international gas detection systems company. Grace shares about her journey in marketing, the challenges of being a 'Department of One', and the importance of research and lifelong learning in the ever-evolving marketing landscape. She discusses how she leverages strategic planning to avoid burnout, and the importance of research and audience segmentation in B2B marketing.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!

Want to implement these strategies but don't have the resources? Book a consultation with 50 Marketing: https://www.50marketing.com/contact/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!

In this week's episode, Bill sits down with Adam D. Koós, CFP®, CMT®, CEPA to discuss the critical role of long-term planning in business transitions. Many business owners wait too long to prepare for an exit, leading to missed opportunities and financial setbacks. Adam shares his expertise on exit planning, business valuation, and the marketing strategies that drive up multiples in mergers and acquisitions. Whether you're three years or ten years away from selling, this conversation will give you the insights you need to maximize your business's value and ensure a smooth transition.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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Struggling with B2B marketing? Let 50 Marketing help you align your strategy with real data. Book a consultation today! https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Facing workforce challenges? Learn how 50 Marketing can help with recruitment branding and marketing solutions. Contact us today. https://www.50marketing.com/contact/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!

Looking for expert guidance on marketing challenges? Let 50 Marketing help you succeed.  https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Need help with your content? Contact 50 Marketing to learn how we can help you create impactful content experiences for your manufacturing business. https://www.50marketing.com/contact/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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

Looking for help with video presence? Reach out to 50 Marketing for expert support. https://www.50marketing.com/contact/▶ 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-complimentaryConnect 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!

What’s the biggest obstacle holding your marketing strategy back? Let us help you overcome it! Take advantage of our limited-time 50% off Strategic Roadmap Session and build a marketing plan that works. Schedule your session now: https://tinyurl.com/mryc8th8This 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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

What’s the biggest obstacle holding your marketing strategy back? Let us help you overcome it! Take advantage of our limited-time 50% off Strategic Roadmap Session and build a marketing plan that works. Schedule your session now: https://tinyurl.com/mryc8th8This 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/Enjoyed this episode? Don’t forget to subscribe to our channel for more insights from industry experts, and let us know your thoughts below!

What’s the biggest obstacle holding your marketing strategy back? Let us help you overcome it! Take advantage of our limited-time 50% off Strategic Roadmap Session and build a marketing plan that works. Schedule your session now: https://tinyurl.com/mryc8th8 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!

Struggling to align your sales and marketing? Contact 50 Marketing for custom solutions tailored to your business: https://tinyurl.com/ycjvu5nw 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!

Discover how your business can stay ahead of risks, from cyberattacks to evolving contract liabilities, in this episode of Missing Half. Our guest, insurance expert Michael Barbarita, shares over five decades of industry insights tailored for small and mid-size manufacturers and B2B companies. Gain practical advice on protecting your business, minimizing liability, and navigating complex insurance and contractual challenges. Don’t wait for disaster—be prepared.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!

Looking to optimize your manufacturing marketing? Connect with 50 Marketing today and let’s discuss a customized content strategy. https://www.50marketing.com/contact/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!