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.

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)