Marketing professional services is hard.
Marketing accounting might be one of the hardest versions of that challenge.

On this episode of the He Said, She Said: Razor Branding™ Podcast, we sit down with Sunny Ricks, who leads marketing for a large, multi-state CPA firm across the Southeast. Together, we unpack what it really takes to build a brand in an industry defined by confidentiality, regulation, and trust.

This conversation goes far beyond taxes. Sunny shares how professional services firms can stand out when differentiation feels impossible, how personal branding fuels firm growth (without fear), and why thought leadership is no longer optional—it’s survival. We also dig into recruiting challenges, AI’s real role in marketing, and how brands can modernize without sacrificing credibility.

If you market in accounting, legal, consulting, or any expertise-driven industry where trust matters more than flash, this episode will feel uncomfortably familiar—in the best way.

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