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.

• 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.