The Missing Half Podcast

“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/

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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.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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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=shared
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 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/
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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/
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💡 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/
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“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/
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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/
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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/
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