B2B Marketing

The Power of Owning One Thing

Ask a company what it wants to be known for, and you’ll usually get a pretty ambitious answer. They want to be known for their expertise, customer service, quality,…

Marketing in Reverse w/ Andy Plank

With Andy Plank, Refreshed Tech

What if the hard part of your marketing isn’t selling your product, but convincing people to hand it over? For Andy Plank, Director of Marketing at Refreshed Tech, about…

Beyond Inbound w/ Lindsey Thiele

With Lindsey Thiele, ZTERS

What do you do when you’re hired as a company’s very first CMO, and the entire business has been fed by Google Ads and inbound calls? For Lindsey Thiele, the answer was…

Marketing the Machines w/ Jon Star

With Jon Star, Methods Machine Tools

What does it take to convince a room full of salespeople who love their paper brochures that marketing can actually drive revenue? For Jon Star, Director of Marketing at…

Marketing a Brand Nobody Can See w/ Loree Faucett

With Loree Faucett, Intelligent Technical Solutions

Kicking Off Year 10 In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a…

B2C Thinking in a B2B World. It Works. W/ Erik Koenig

With Erik Koenig, Hy-Tek Intralogistics

Most B2B marketers think branding is a logo and a tagline. Erik Koenig thinks it’s a line on the floor left by a robot. And that instinct is exactly what separates a…

What Your Buyers See That You’ve Stopped Noticing

Have you ever gone to a friend’s house and immediately noticed the picture hanging slightly crooked on the wall? You don’t say anything, of course, because you’re…

Breaking Through the B2B Noise w/ Joya Scarlata

With Joya Scarlata, InterraIT

In B2B marketing, the biggest challenge isn’t always budget or bandwidth – it’s standing out in a market where every competitor looks, sounds, and says the same thing.…

B2C Thinking in a B2B World W/ Juliana Pereira

With Juliana Pereira

In this episode of the He Said, She Said: Razor Branding Podcast, Jaci and Michael sit down with Juliana Pereira, marketing consultant and fractional CMO, to talk about…

Building a Brand from the Inside Out w/ Michelle Herl

With Michelle Herl

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael sit down with Michelle Herl, Vice President of Marketing at SOR Controls Group, to…

Why the Best Brands Are Boring in the Best Way

There’s a point in almost every marketing cycle where the conversation shifts. The campaign has been running for a while, the messaging feels familiar, and someone…

Niche Branding w/ Howard Kelly

With Howard Kelly

In this episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Howard Kelly, Director of Marketing at S&S Cycle — a Wisconsin-based…

Branding in the Niches W/ Rob Einterz

With Rob Einterz

In this episode of the He Said, She Said: Razor Branding™ Podcast, Jaci and Michael Russo sit down with Rob Einterz, a marketing leader in the global chemical industry,…

Why Your Sales Team Can’t Close (And What Branding Has to Do With It)

Your sales team is talented. You’ve invested in training, tools, and the right people. But deals are still stalling. Proposals go quiet. Conversations that felt…

Manufacturing, Relationships, and Branding w/ Lisa Kilwin

With Lisa Kilwin

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…

Branding That Keeps the Lights On w/ Matt Stephenson

With Matt Stephenson

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…

Branding Outside the Box w/ Greg Bowman

With Greg Bowman

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…

Branding Beyond the Bid w/ Justin Davidson

With Justin Davidson

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…

Where Logic Ends, Emotion Begins: Why Even Industrial Brands Need an Emotional Hook

By Michael Russo, Chief Creative Officer & Co-Founder, brandRUSSO Manufacturers pride themselves on precision.On quality. On reliability. On logic. And rightfully…

When Your Team Can’t Say What You Do: The Silent Killer of B2B Growth

By Jaci Russo, CEO & Co-Founder, brandRUSSO Let’s start with a question:If I walked into your office and asked five team members to describe your company, how many…

The B2B Brand Bottleneck: Why Your Sales Team Is Struggling (And How to Fix It)

By Jaci Russo, CEO & Co-Founder, brandRUSSO Sales teams are under pressure. They’re being asked to close faster, overcome more objections, and deliver bigger numbers,…

Why Branding Matters More Than Ever in Manufacturing

By Jaci Russo, CEO & Co-Founder, brandRUSSO If you build with precision, your brand should reflect it. In manufacturing, every decision is measured. Every dollar…

Building Relationships in a B2B World: Why It Starts with Understanding Your Audience

By Jaci Russo, CEO and Co-founder of brandRUSSO In the world of B2B, relationships are everything. Unlike B2C transactions, where emotional appeal often drives…

Lessons B2B Brands Can Learn from the NFL: Successes and Failures in Branding

Michael J. Russo – Chief Creative Officer The NFL is one of the most recognized brands in the world. Its ability to attract millions of viewers, generate enormous…

Navigating a Brand Crisis in a B2B World

By Jaci Russo CEO, brandRUSSO In the B2B world, your brand’s reputation is everything. It is the sum of every interaction, every experience, and every promise made and…

The Intersection of Branding and Corporate Culture in a B2B World

By Jaci Russo, CEO, brandRUSSO In the B2B landscape, where relationships and reputations mean everything, the alignment between a company’s brand and its corporate…

Do You Really Need a “Specialist” Agency? Why Outside Perspective Often Wins

When you’re leading a growing company — especially in a technical, complex, or B2B-driven space like manufacturing or professional services — the idea of hiring a…

Navigating the Marketing Maze – A Branding Guide for Manufacturers

In the world of B2B manufacturing, distinguishing your brand isn’t just beneficial—it’s vital for survival and growth. Yet, the concept of branding in manufacturing…

A Look Back on 2023 with Jaci and Michael Russo

With Jaci and Michael Russo

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, Jaci and Michael reflect on the past year and what they believe we can expect in 2024 – providing…

B2B Branding Wisdom from Jerry Maguire

Estimated Read Time: 4 minutes 45 seconds Help Me, Help YouIn the competitive world of B2B, where staying relevant is an art and change is as constant as your morning…

Adopting B2C Branding in the B2B World

In the world of business, we often hear the argument that “B2B and B2C companies are two completely different animals. But here’s the thing: Behind every corporate…

The Importance of Education, Research, and Collaboration in B2B Branding with Shachar Meron

With Shachar Meron

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Shachar Meron, Partner and Creative Strategist at Bluegreen Branding, to discuss…

Changing the B2B Conversation

Innovative Strategies for Modern Businesses to Thrive In today’s dynamic landscape, the public is more informed and discerning than ever before. Success no longer hinges…

The Power of Promise

How Strong Branding Can Elevate Your B2B Business At RUSSO, we’re not just believers in branding; we’re believers in the promise behind the brand – and in the B2B…

B2B Automation and Branding with Gil Allouche

With Gil Allouche

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Gil Allouche, founder of Metadata, to discuss the role of automation in marketing…

The Changing Landscape of B2B Branding with David Deutsch

With David Deutsch

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by David Deutsch, copywriter, marketing strategist, author, and copywriting coach, to…

Sustainability and B2B Branding with Dan Chamberlain

With Dan Chamberlain

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we are joined by Dan Chamberlain, Senior Director of Marketing (Americas) at ENGIE Impact, to talk…

Bringing a B2C Mentality to a B2B World

People often think that building a brand looks vastly different when it comes to B2B and B2C companies. The restaurants, the clothing companies, the beauty lines –…

THE MENTAL SIDE OF BRANDING WITH JONATHAN PRITCHARD

With Jonathan Pritchard

On this week’s episode of He Said, She Said: Razor Branding™ Podcast, we’re joined by Jonathan Pritchard, a mentalist turned consultant, to learn how applied psychology…

B2B vs B2C Branding with Rob Kirkpatrick

With Rob Kirkpatrick

B2B branding can be a challenge for most, particularly when you are more familiar with a B2C approach that, on the surface, provides more opportunities for emotional…

Boutique vs. Big Box: How Small Agencies Win Big

In many cases, size matters. But not all. Believing “the bigger the better” brought us superstores and shuttered book shops in favor of Amazon orders. But there is a…

How B2B Businesses Can Benefit From B2B Branding

And how B2B Branding can build customer loyalty and continued growth “My business is not retail focused, so why do I need branding?” Good question, now here’s the…