The Missing Half Podcast

Bill sits down with George Coudounaris, co-founder of The B2B Playbook. George shares his journey from being a corporate lawyer to becoming a B2B marketing expert, and delves into the intricacies of demand generation. Discover how to create and capture demand, the importance of understanding your ideal customer profile, and practical tips for implementing a successful demand generation strategy. This episode is a must-listen for marketing managers in the manufacturing and B2B sectors looking to elevate their demand gen game.
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
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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.

Join us in this episode of Missing Half as we explore the remarkable journey of Debbie Barbarita, founder of Bebe Blu Designs. Discover how Debbie transitioned from fundraising to owning a successful business, leveraging her creative skills and passion for art. This episode is packed with stories of navigating through retail, e-commerce, and wholesale markets, as well as the importance of quality product and brand consistency. Listen in for inspiration and practical advice in entrepreneurial 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

Join Bill this week as he delves into the essential steps of preparing a strategic marketing evaluation for manufacturers and B2B companies. Bill provides actionable insights on goal setting, branding, buyer personas, situational analysis, lean canvases, and more to transform your marketing approach and achieve sustainable growth.
➡ Don't forget to subscribe to be notified of future episodes!
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

Join Bill and Rachel in our third expert series episode as they explore the complexities of CRM and data migration. Discover the pitfalls, best practices, and essential steps to ensure a seamless data transition and effective use of powerful marketing automation tools in manufacturing and B2B marketing.
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/ 

Bill sat down with Derrick Castello, Operations Manager of Instrument Calibration Solutions, to talk about their marketing journey as a B2B company. With the direction of 50 Marketing, Derrick is currently leading ICS's new marketing push. 
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-castelloLearn 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

Description: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

Continuing our series aimed at helping marketing managers navigate the challenges of the B2B marketing world, this week we're focused on managing the expectations of the C-suite. Often, management comes to the marketing department with all of the new, exciting initiatives they've seen competitors (or, let's be honest, the Fortune 500s) launching. The big question: Why aren't we doing this? 
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

Bill interviews Brett Kaufman, Director of Sales and Marketing at B-TEK Scales in Canton, Ohio. Bill and Brett engage in discussions of staying ahead of the curve in B2B marketing, finding the right tools for both top of the funnel exposure and bottom of the funnel resources, branding a manufacturer, and insourcing vs. outsourcing marketing employees. 
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 sits down with Jeff Swartz, fellow agency owner at Ethic Advertising Agency in Pittsburgh, PA to talk about his experience in finding his own agency niche, implementing geofencing into a hyper-local client approach, and founding Qujam as a self-serve geofencing software for business owners. 
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/ 

Bill is joined by our HubSpot partner Charley Vlietstra to discuss all things marketing automation - how can a manufacturer best decide what combination of tools to use? How does marketing automation come alongside the manufacturing buyers' journey? What is the benefit of using nurture campaigns directed toward current customers?
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