He Said, She Said: Razor Branding™ Podcast

Marketing professional services is hard.Marketing accounting might be one of the hardest versions of that challenge. On this episode of the He Said, She Said: Razor Branding™ Podcast, we sit down with Sunny Ricks, who leads marketing for a large, multi-state CPA firm across the Southeast. Together, we unpack what it really takes to build a brand in an industry defined by confidentiality, regulation, and trust. This conversation goes far beyond taxes. Sunny shares how professional services firms can stand out when differentiation feels impossible, how personal branding fuels firm growth (without fear), and why thought leadership is no longer optional—it’s survival. We also dig into recruiting challenges, AI’s real role in marketing, and how brands can modernize without sacrificing credibility. If you market in accounting, legal, consulting, or any expertise-driven industry where trust matters more than flash, this episode will feel uncomfortably familiar—in the best way.

What happens when your company does incredible work… but you can’t show half of it? On this episode of He Said, She Said: Razor Branding™ Podcast, we talk with Lisa Kilwin of Midwest Machining Solutions, a full-service machining and fabrication shop she and her husband built from auction equipment… in a two-car garage… nearly 25 years ago. Lisa shares what it’s really like to grow a custom shop (not production) where every job is different, confidentiality is real, and relationships have literally kept the business afloat. We also dig into the marketing reality most manufacturing leaders live every day: limited time, limited resources, too many options, and a whole lot of “I don’t know what I should even ask for.” If you’ve ever felt like marketing is moving faster than you can catch the train—Lisa will make you feel seen… and give you a smarter path forward.

Cummings Electrical isn’t the electrician you call when a breaker flips. They’re a major commercial and industrial contractor doing high-stakes electrical work for data centers, hospitals, high-rise multifamily, and massive builds across the country. On this episode of the He Said, She Said: Razor Branding™ Podcast, we sit down with Matthew Stephenson, VP of Marketing at Cummings Electrical, to talk about what B2B marketing looks like when your “product” is trust, your risk is labor, and your growth depends on finding the right work with the right customers—at the right time. Matt breaks down how account-based marketing (ABM) works in the real world, why marketing and sales have to operate as one team, and how his “Blue Ocean” process helps them spot the next opportunity before everyone else floods the market. In this conversation, you’ll hear: Why ABM is the only approach that makes sense when every pitch, proposal, and buyer scenario is different How Cummings positions itself as the safe choice What it takes to build a marketing strategy around labor + backlog—not just visibility and leads How the company identifies and exits red oceans (price-driven markets) and intentionally pursues blue oceans Why relationship marketing still wins—even in 2025—through interviews, experiences, and connection-driven tactics 

With a name like Sunshine Makarow, you expect bright energy — and she absolutely delivers. Sunshine joins us to talk about marketing in a highly technical, highly regulated healthcare environment, where your audience includes everyone from infection prevention teams and procurement to department managers and end users. In this episode, Sunshine shares how she balances emotional connection with scientific proof, how her team makes trade shows actually worth it, and why measuring marketing is non-negotiable — especially when you’re building a brand that protects patients. In this conversation, you’ll hear: How to market to technical audiences by leading with emotion and backing it up with logic (“people buy on emotion and justify with logic”). Why personas matter more in healthcare—because infection prevention, procurement, biomed, and end users all need different messages. A smarter way to support sales inside hospitals, including trackable digital collateral (and why “donuts don’t work” in regulated environments). How to make trade shows pay off with pre-show promotion, follow-up systems, and a booth experience people actually remember. Why “we’ve always done it” is the most expensive strategy—and how to replace it with goal-first planning and measurable marketing.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Greg Bowman of Precision Core, a leader in the corrugated manufacturing industry serving national brands—many of which you’ve seen every day without ever knowing who made the box. Greg shares the realities of marketing in a highly confidential, IP-protected industry where showing the work isn’t always an option, and traditional advertising rarely applies. From NDAs and private labeling to fierce competition and tight timelines, this conversation dives into what it really takes to grow a B2B manufacturing company when visibility is limited but expectations are sky-high. With decades of experience in sales and operations, Greg brings a grounded, honest perspective on blending old-school relationship-driven selling with modern digital tools—without sacrificing trust, quality, or integrity. In this conversation, you’ll hear: Why marketing is uniquely difficult in the corrugated manufacturing industry How Precision Core relies on old-school relationship building Why word of mouth alone isn’t a growth strategy What operational excellence really looks like The tension between perfection and progress in marketing Why blending old-school sales with selective digital tools (SEO, LinkedIn, AI)

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Meghan Marks, Chief Marketing Officer at Orca Security, about what it takes to build—and brand—a company in hypergrowth. With 15+ years in tech marketing at companies like Palo Alto Networks, Twistlock, and Siemens, Meghan knows how to turn complex categories into clear stories that drive real results. She breaks down: How marketing and sales work together instead of against each other What it takes to keep a brand focused during rapid growth How to stand out in one of the most crowded categories in tech Why clarity, consistency, and culture matter more than ever How she approaches planning, events, messaging, and AI with intention If you’ve ever tried to grow fast without losing focus, this one’s for you.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Justin Davidson, Senior Marketing Manager for JE Dunn Construction’s Industrial & Manufacturing business unit — part of the company’s Advanced Facilities Group. JE Dunn is one of the largest construction firms in the country, delivering complex industrial and advanced manufacturing projects nationwide. Justin sits at the center of that work, leading marketing strategy and pursuit efforts that help the right clients understand what JE Dunn can really do — and why it matters. From managing RFP-heavy pursuits to building a brand in a technical, niche space, Justin shares what it looks like to do B2B marketing in the real world: limited resources, competing priorities, and high expectations… even at a multi-billion-dollar company. In this conversation, you’ll hear: Why even a $10B construction company still has brand awareness challenges in industrial and manufacturing markets — and what that teaches smaller teams about consistency and focus. How JE Dunn structures its marketing function across business units and regions, and what that means for collaboration, specialization, and staying aligned with operations. How Justin thinks about the balance between RFP work and proactive branding, and why strong relationships and reputation can sometimes help you avoid the RFP altogether. Why storytelling still matters in a highly technical, B2B environment, and how Justin’s journalism background helps him simplify complex projects into clear, compelling narratives. How to choose tactics with intention (like rethinking a direct mail campaign) by starting with the audience’s real problems instead of chasing whatever channel is trendy. Guest Bio Justin Davidson is Senior Marketing Manager for JE Dunn Construction’s Industrial & Manufacturing business unit, where he leads marketing strategy and execution to strengthen client relationships and elevate brand presence nationwide. As part of JE Dunn’s Advanced Facilities Group, he drives strategic pursuits for advanced manufacturing projects while highlighting the stories behind JE Dunn’s people and work. His passion is showcasing the company’s commitment to clients, communities, and employees through impactful storytelling and marketing initiatives.Justin earned a Bachelor of Arts in Journalism from the University of Georgia in 2009. He is a Certified Professional Services Marketer (CPSM) through SMPS, a Certified Digital Marketing Professional through DMI, and an AMA Professional Certified Marketer.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Linda Richardson, a values-driven marketing executive leading Blue Stream Fiber’s expansion from Florida into Texas. Blue Stream isn’t a traditional internet provider—they partner directly with HOAs, developers, boards, and property managers through bulk fiber agreements. That means Linda isn’t marketing to everyone. She’s marketing to the right people. And when the company decided to enter Houston, she had to build brand awareness, education, and trust from the ground up. Linda shares how her team approached a completely new market, how Texas audiences differ from Florida audiences, why tracking data matters more than marketing opinions, and how to build true partnership between marketing and sales. If you’re expanding into new regions, selling to multiple stakeholder groups, or trying to build a data-driven brand, this episode is a masterclass in doing it the right way. In our conversation, you’ll hear: What it takes to enter a new market where no one knows your name The dramatic difference between Florida HOA boards and Texas HOA boards How Linda built a marketing department from scratch How to test traditional media the right way How to track ROI in hard-to-measure channels Why marketing and sales alignment is non-negotiable Guest Bio Linda Richardson is a proactive, values-driven marketing executive known for leading transformative integrated marketing programs that build brands, deepen community engagement, and drive real business growth. As the leader behind Blue Stream Fiber’s expansion efforts, Linda specializes in entering new markets with precision—aligning data, messaging, and local insight to build credibility fast. She’s known for developing systems, processes, and best practices that empower cross-functional teams, strengthen sales alignment, and deliver measurable ROI. With a career spanning leadership, strategy, media relations, and community engagement, Linda has appeared as a spokesperson on both national and local TV. She’s built a reputation for perseverance, partnership, and helping teams rise to the challenge of complex B2B decision-making.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael talk with Jason Gough, a 25-year marketing veteran who went from supplements and nutraceuticals to stone, surfaces, and seriously big kitchens. After decades in traditional B2C products, Jason now leads marketing for Bedrock Quartz, navigating the unique challenge of serving both homeowners and custom home builders. Bedrock lives in that space where B2C retail, B2B relationships, and big-ticket decisions all collide—and Jason’s job is to keep the brand clear, consistent, and growing across every channel. They dig into what changes (and what doesn’t) when you switch industries, how to brand for multiple audiences without losing your core, and why listening to customers beats guessing every time. In our conversation, you’ll hear: How Jason went from “this tastes terrible but it works” supplements to high-end stone and surfaces—and what carried over from one industry to the other in terms of branding, positioning, and trust. How Jason uses research and real customer conversations to compare internal assumptions with external reality—and what happens when those two don’t match. Why Bedrock still invests in traditional media (like billboards) alongside digital and social, and how they think about ROI and brand presence across both worlds. How marketing and sales collaboration shows up in the field, and why being out with the reps and in the showrooms matters more than just reading reports. It’s a sharp, funny, practical conversation for anyone trying to grow a brand that has more than one audience—and more than one way to win.

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Andrew Burton—founder and President of Creekside Homes—who has spent decades turning custom home building into a brand of high-performance, beautifully designed homes in Northwest Oregon. Andrew’s story begins on a carpentry crew in high school, evolves into building his first business at age 19, and leads into founding Creekside Homes in 2003—driven by a commitment not just to build houses, but to build homes that stand the test of time and deliver real value. In our conversation, you’ll hear: Why strategic marketing beats “random acts of marketing” — and how Creekside committed to a 5-year disciplined plan instead of reactive tactics. The branding challenge of shared names (when “Creekside Homes” exists in multiple states) and how SEO, clarity, and geography help them win the right traffic and avoid the wrong clients. Why clear communication changes construction experiences—from weekly calls to photo updates—and what happens when homeowners refuse to engage in the process. The emotional side of custom home building, and why trust, transparency, and brand personality matter as much as design and craftsmanship when buyers are investing seven figures into their dream home. Andrew’s biggest insight: that small businesses succeed by focusing on direct marketing, not mass marketing—and why hyper-targeting is the only smart path when your potential annual audience is 150 people, not 150,000. If you lead a service-based business, design practice, or any brand that involves complex deliverables and high trust, Andrew’s insights will help you think differently about how you build—and how you brand what you build.