The Missing Half Podcast

Marketing managers in the B2B and manufacturing industry have a lot on their plate. The scope of work seems to be widening every year. Daily traffic with sales and executives, keeping up with company locations, and the variety of avenues that require strategy and maintenance are all competing for your attention. How do you balance it all? 
Bill shares about his early days working as a marketing manager for the family company, and everything he learned along the way. Since the early 2000s, the marketing space has seen an explosion of new tools and channels, which come with an ever-increasing pace of activity. Is it possible to maintain a high level of competence and expertise in each step of a marketing plan? After taking a look at each of these challenges, one of the most important questions a marketing manager needs to answer is if they need to supplement an internal team with outsourcing - and where to begin. We want to provide insight, resources, and community to help marketing managers take on everything from strategy to execution. 
Learn more about 50 Marketing: https://50marketing.com/ Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

In this episode of the Missing Half podcast, Bill interviews Holly Wilson from Cambridge Technologies about B2B marketing in the animal health industry. Bill and Holly discuss the teamwork and collaboration involved in the development and marketing of autogenous vaccines, and the challenges of marketing such a technical product. They emphasize the importance of understanding the target audience and creating content that is educational, transparent, and meets the needs of producers and veterinarians. They also touch on the benefits of working with an outsourced marketing team and the value of social media in B2B marketing. 
After earning her degree in animal science with a minor in journalism, Holly Wilson began her career as the Marketing Manager at Newport Laboratories, which was also founded and staffed by many of the same people who founded Cambridge. Then, before Cambridge received their USDA license and could begin manufacturing vaccines, she worked as a freelancer to draft the new company's materials and press releases. In addition to being a Cambridge employee, she is also a customer, using their diagnostics and vaccines at her family's cattle feedlot.
Cambridge Technologies is an independent owner-operated custom vaccine company working with veterinarians and livestock producers to provide solutions to animal health problems.
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/Learn more about 50 Marketing on our website: https://www.50marketing.com

50 Marketing's CTO and co-founder John McDowell sits down with Bill to talk about the company's early days and how his past experience in engineering and operations still contributes daily to his work. Learn more about the background that informs our strategy and execution for B2B businesses today. 
"We prefer to work with manufacturers because we relate, we get it - we've lived it." 
At 50 Marketing, John visualizes solutions to optimize processes and systems across the agency. He has over 20 years of experience in the operations of large manufacturers and B2B companies, including several mergers and acquisitions, expansive construction projects, and complex technological advancements. John keeps our teams moving forward with efficiency and an energetic pace. 
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/Learn more about 50 Marketing on our website: https://www.50marketing.com

Justin Bober, Product and Marketing Manager of Fawcett Co., joins Bill to discuss marketing a line of products that have an endless variety of use cases. How do you accurately create messaging for multiple problems and solutions? The conversation also explores the benefit of using in-person trade shows to inform digital strategy, as well as the power of real product demonstrations through video and hands-on trial. Fawcett Co. produces mixing equipment from laboratory scale to 1000-gallon processing vessels.
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/Learn more about 50 Marketing on our website: https://www.50marketing.com

Annie Boyer, Marketing Manager of Ascenso Tires North America, joins us this week to talk about her role managing the U.S. marketing department of an international tire manufacturer. From learning the nuances of B2B social media to balancing elements of both digital and traditional marketing for a wide range of distributors and end users, this episode covers need-to-know topics of marketing in the manufacturing industry in 2024. 
While earning her Bachelor's in Communications, Annie studied abroad in Nantes, France at an international business school called Audencia. This experience provided the international communication skills that support her work today with Ascenso's parent company in India and other global subsidiaries. Annie then began her marketing career in the non-profit sector at Habitat for Humanity, and continued her non-profit work at a local educational attainment center in Ohio. Annie has been with Ascenso for two years, and has been a one-person marketing team her entire career so far - we've learned a great amount from one other through our time partnering together!
Learn more about Asenso Tires: https://ascensotiresna.com/ Connect with Annie on LinkedIn: https://www.linkedin.com/in/anne-boyerLearn more about 50 Marketing: https://50marketing.com/ Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing on LinkedIn: https://www.linkedin.com/company/50-marketing/ 

Bill interviews John Grace, President of Ohio Tool Systems and Fawcett Co. After graduating from Purdue University and spending five years in corporate America, John joined the family business as the third generation leader. He describes himself as a business generalist in practice but a marketing nerd at heart, and brings a blend of perspectives to this week's episode. 
Listen in for discussions of digital vs. traditional trade shows, the changing atmosphere of U.S. manufacturing, and the growing challenges of combining new innovation and technology with the necessary industry workforce. 
Ohio Tool Systems is a leading independent distributor of DC electric tools for assembly, industrial tools, material handling products, quality assurance equipment, hydraulic & fluid power products, pumps, air motors, precision presses, industrial parts washers and more. Fawcett Co. produces mixing equipment from laboratory scale to 1000-gallon processing vessels.
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/Learn more about 50 Marketing on our website: https://www.50marketing.com

In this episode, Bill dives in to three numbers that 50 Marketing holds important as we analyze our past year: client retention rate, employee retention rate, and team size. Each of these numbers impacts the others.  What contributed to 50 Marketing's client success in 2023? What can increase your client or customer retention rate?How does employee retention impact the strength of your team and your client relationships?
We hope this episode is helpful to you as you look to strengthen your marketing department's outcomes.
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/Learn more about 50 Marketing on our website: https://www.50marketing.com

Matt Brown is Director of Sales and Marketing at Neville Chemical Company. Matt earned a B.S. in Chemistry from Alma College and worked for several years as a chemist before moving to the sales and management side of the industry in 2017.
In this episode, Matt joins Bill to discuss the importance of shifting marketing focuses to follow the growing online habits of B2B buyers and reintroducing a 100-year company to their clients and broader market. This week also covers the impact of an increasingly millennial workforce, sustainability practices in manufacturing, and the social media habits of B2B businesses. 
Neville Chemical Company is a leading manufacturer of low molecular weight thermoplastic and liquid resins that serve a wide variety of applications in the coatings, adhesives, ink and rubber industries. Based in Pittsburgh, Pennsylvania, Neville has focused on providing customer satisfaction and pursuing innovation and extensive research for nearly 100 years.
Learn more about Neville: https://www.nevchem.com/Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/Learn more about 50 Marketing on our website: https://www.50marketing.com

Madison Brechbuhler is Marketing Coordinator of Brechbuhler Scales Inc. Born and raised in Canton, Ohio, Madison grew up around the shop and enjoyed working alongside her family in several areas of the business while earning her degree. Madison majored in Business and Communications with a minor in Leadership at Hope College in Michigan, and began working full-time for Brechbuhler in the Fall of 2020 after graduation. 
In this episode, Madison joins Bill to discuss her journey to becoming Marketing Coordinator, what it's been like to take on digital marketing for an industrial scale company, and the work Brechbuhler has accomplished with 50 Marketing, including website design and social media campaigns. 

Follow Brechbuhler on LinkedIn:  https://www.linkedin.com/company/brechbuhler-scales/ Visit Brechbuhler's website: https://www.brechbuhler.com/
Connect with Bill on LinkedIn: https://www.linkedin.com/in/bill-woods-i/ Follow 50 Marketing: https://www.linkedin.com/company/50-marketing/

Dennis Thomas is President of Brechbuhler Scales Inc. Brechbuhler offers preventative maintenance, repair, installations, and calibration services throughout Ohio, Pennsylvania, West Virginia, Indiana, and Michigan. Dennis started his career at Brechbuhler as a software development intern in 2001, and advanced to become the first non-family president of the 4th generation company.

Don't forget to subscribe to be notified of future episodes!