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Barracuda B2B Marketing B2B growth strategy for manufacturing, industrial, distribution, trade, funded startup, and technology businesses

I’ve looked at a lot of industrial and manufacturing websites over the years, and too many of them have the same problem...
10/06/2026

I’ve looked at a lot of industrial and manufacturing websites over the years, and too many of them have the same problem: they were built to tell the company’s story, but not to help a potential customer make a buying decision.

Your website is part of your sales and marketing system. If it isn’t helping the right buyers understand what you do, why you are a fit and what to do next, it may be costing you opportunities you never knew you had.

I just wrote about the 10 fixes I see making the biggest difference for industrial websites. If you’re wondering whether your website is actually helping you generate business or simply taking up space on the internet, open the newsletter and take a look.

Is your industrial website costing you leads? Discover 10 practical fixes to improve user experience, buyer engagement, and conversions.

Manufacturers are facing a workforce shortage that isn't going away, and finding skilled workers is difficult even when ...
10/02/2026

Manufacturers are facing a workforce shortage that isn't going away, and finding skilled workers is difficult even when you are ready to hire. Before adding another person to the payroll, it may be worth looking at how much capacity is being lost in the way work is currently done.

Your existing employees may be spending too much time on repetitive tasks, searching for information, managing unnecessary handoffs and dealing with other forms of waste that don't require their expertise. Those are hours that could be used for more valuable work.

AI, automation, robots and cobots can all help, but technology shouldn't be the starting point. I wrote about what I call “AI workflow engineering” and how manufacturers can combine better processes with the right technology to help the people they already have accomplish more.

The goal isn't to replace skilled workers. It's to give them more capacity to focus on the work that requires their experience.

Learn how manufacturers can use AI, automation, robots and cobots to eliminate waste, improve processes and expand workforce capacity.

You may have a great sales team, excellent quality and competitive pricing, but that doesn't necessarily mean you're eas...
09/23/2026

You may have a great sales team, excellent quality and competitive pricing, but that doesn't necessarily mean you're easy to buy from.

Manufacturers tend to look at the buying process from the inside out. Your customers experience it from the outside in, and those are two very different perspectives.

What happens when you look at your company the way a prospective customer does? You might be surprised by what you find.

Manufacturers often focus on how they sell, but overlook how customers buy. Learn how to find friction that could be costing you sales.

What if your “ideal customer” is actually not? I learned that lesson long ago from a potential client who raised red fla...
09/17/2026

What if your “ideal customer” is actually not? I learned that lesson long ago from a potential client who raised red flags before I was even hired. It reminded me that strategic fit matters, cultural alignment matters, and sometimes your gut matters, too. Your ideal customer should be good for your business and good for you.

Your ideal customer is more than industry, revenue or size. Learn how fit, profitability, culture and intuition can help you choose better clients.

In today's installment of The Manufacturers Efficiency Webinar Series by Gina Tabasso, Richard Bello, and Matt Wizeman, ...
09/15/2026

In today's installment of The Manufacturers Efficiency Webinar Series by Gina Tabasso, Richard Bello, and Matt Wizeman, it's Rich's turn to discuss how to identify opportunities for savings in uniforms & linens. We all learned a thing or three!

Discover strategies from Rich Bello of Schooley Mitchell on optimizing uniform and linen expenses for frequency, quality, and price.

What if your best source of market research isn’t Google, an expensive research report or another marketing tool? What i...
09/15/2026

What if your best source of market research isn’t Google, an expensive research report or another marketing tool? What if it’s the customers who have already bought from you?

Voice-of-Customer interviews can uncover why customers really choose you, what almost kept them from buying, what they value most and where your sales and marketing may be missing the mark. The interesting part is what you do with those answers and how much of it you can use to drive growth without increasing your advertising budget.

I wrote about how manufacturers can turn customer conversations into a practical sales and growth strategy. If you want to understand what your customers are really telling you, this one is worth a read.

Learn how manufacturers can use VOC research to uncover buying insights, improve sales and marketing, and grow without increasing ad spend.

Most manufacturers can tell you what they spend on marketing, but how many can tell you what it actually costs to win a ...
09/12/2026

Most manufacturers can tell you what they spend on marketing, but how many can tell you what it actually costs to win a new customer?

When the economy is under pressure and margins are getting squeezed, not knowing that number can become a very expensive blind spot. You may think you're cutting costs when you're actually cutting the activities that produce your best customers, while continuing to spend valuable resources in places that aren't delivering a return.

Why manufacturers often underestimate customer acquisition cost and why understanding the true cost matters when margins tighten.

Most manufacturers don’t have a content problem. They have a content strategy problem.I see companies spending time crea...
09/12/2026

Most manufacturers don’t have a content problem. They have a content strategy problem.

I see companies spending time creating LinkedIn posts, blogs and other content, yet much of it never gets a buyer any closer to saying, “These are the people I want to work with.”

The real opportunity is in creating content that helps a prospect make a decision. Content that demonstrates how you think, shows that you understand their problems and gives them a reason to trust you before they ever contact sales.

Learn how manufacturers can create content that helps buyers make decisions using technical storytelling, customer proof and buyer-focused strategy.

I hear this all the time from manufacturers: "We know we need to do more marketing, but we don't have the time, the peop...
09/03/2026

I hear this all the time from manufacturers: "We know we need to do more marketing, but we don't have the time, the people or the budget."

I get it. When you're focused on getting jobs out the door, taking care of customers and keeping the business moving, marketing can feel like one more thing on an already full plate.

But you already have most of what you need. Your people, your expertise, your customer stories and the problems you solve every day are some of your best marketing assets.

The trick is building a simple system around what you're already doing instead of creating more work. That's what I cover in my latest blog.

Learn how manufacturers can build a strong brand with limited time, staff and budget using lean marketing strategies.

AI has made it easier than ever to create content, but I think we’re about to discover that creating more content isn’t ...
08/27/2026

AI has made it easier than ever to create content, but I think we’re about to discover that creating more content isn’t necessarily going to make your marketing more effective.

As AI-generated content becomes more common and transparency around how content is created becomes a bigger issue, what will actually make your company’s content stand out?

Read the blog to see where I think this is headed.

AI makes content faster to create, but human expertise, original insights and proprietary knowledge are what make B2B content stand out.

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Brunswick, OH
44212

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