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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)

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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.

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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.

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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.

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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.

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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.

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What do you do when your product makes people pause, laugh—or even cringe?

In this episode, Jaci and Michael talk with Rochelle Paulet, Marketing Director for Evolve Rat and Mouse Birth Control (yes, really), about the art of branding something the world didn’t know it needed.

Rochelle shares what it takes to launch a category-defining product, manage B2B and B2C messaging at once, and build collaboration between marketing and sales that actually works. From reimagining packaging to developing proof-driven storytelling, she’s rewriting what it means to market a breakthrough.

You’ll hear:

• How to create belief in something brand new
• Why differentiation means embracing discomfort
• The power of data-driven storytelling in skeptical industries
• How to align sales and marketing to accelerate adoption
• Why good branding is always unorthodox

If you’ve ever had to sell an idea people didn’t yet understand, this episode is a masterclass in courage, creativity, and clarity.

Rochelle Paulet is the Marketing Director for Evolve, a company using science to solve one of the world’s oldest problems—rodent overpopulation—through innovation instead of poison. With decades of experience in brand strategy, B2B marketing, and consumer engagement, Rochelle specializes in transforming complex, technical products into clear, compelling stories that connect.

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This week, Jaci and Michael sit down with Liz Brooks, VP of Client Services at Interview Valet, to talk about how brands can use podcasting to build credibility and connection in a crowded market.

From her roots in PR to helping hundreds of brands land on the right shows, Liz knows how to turn conversation into conversion. She shares insights on storytelling, authority marketing, and the art of being a great guest (the kind hosts actually want back).

You’ll hear:

• Why podcasts are the new front door for your brand story
  
  
• How to turn guest appearances into leads and loyal followers
  
  
• The difference between pitching and positioning your expertise
  
  
• Tips for creating content that cuts through the clutter in B2B marketing
  
  
• Why authenticity on mic matters more than any press release
  
  

If you’ve ever wondered how to get your brand’s voice heard (literally and figuratively), Liz’s advice will help you show up smarter, sound better, and build authority that lasts.

Guest Bio:

Liz Brooks is the VP of Client Services at Interview Valet, the industry leader in podcast interview marketing. With a background in public relations and a career spent amplifying thought leaders, Liz helps brands turn conversations into credibility and visibility into value. Under her guidance, Interview Valet has connected hundreds of executives, authors, and entrepreneurs with high-impact podcasts, bridging the gap between earned media and authentic storytelling. When she’s not behind the mic (or the strategy board), Liz is a champion for helping B2B marketers find their voice and use it well.

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This week, Jaci and Michael sit down with David Feinman, Co-Founder and CEO of Viral Ideas, to talk about the art (and science) of video that actually gets watched.

From building The Zombie Run in college to leading a global video-editing agency today, David’s entrepreneurial journey is all about turning big ideas into scalable systems without losing creativity. He shares how Viral Ideas has grown from a $200 experiment into a seven-figure operation—and why the best videos don’t just look good, they make you feel something.

You’ll hear:

• Why simplicity beats flash when it comes to video and branding
• The formula behind viral moments (and how brands can “hook hack” attention)
• How to balance AI tools with human creativity without losing the magic
• The surprising ways team culture drives creative output
• What companies misunderstand most about making video content that works
  
  

Whether you’re leading a marketing team or just tired of making videos that fall flat, David’s insights will inspire you to rethink what “viral” really means.

Guest Bio:
David Feinman is the Co-Founder and CEO of Viral Ideas, a Philadelphia-based agency that makes creativity simple, impactful, and scalable. With a decade of experience building ventures, from organizing a national 5K “Zombie Run” in college to producing thousands of videos for brands like eBay and Johnson & Johnson, David knows how to blend storytelling with systems. Today, his global team helps companies transform raw footage into scroll-stopping content at speed, all while keeping the heart of the story intact.