In this episode of The Manufacturing Culture Podcast, host Jim Mayer sits down with Gina Tabasso, a powerhouse in industrial marketing whose career spans trade publications, Lean Six Sigma certifications, welding credentials, and a deep respect for the people who make manufacturing work.

Gina shares how she learned to speak the many “languages” of the industry—sales, marketing, operations, and shop floor realities—and why that fluency matters more than ever. From her time managing publications like Welding Design & Fabrication to launching her own firm, Barracuda B2B, Gina unpacks what makes great marketing in manufacturing—and why so much of what’s out there misses the mark.

They talk culture, storytelling, the future of the workforce, and the tension between compassion and success in a field that’s both evolving and enduring.

Whether you're on the floor, in the front office, or helping companies grow from the outside, this is a conversation about connection, clarity, and the kind of leadership this industry needs now.

• Culture in manufacturing needs to evolve—and that shift starts with listening.
• Certifications like Lean Six Sigma and Sandler Sales create a strong foundation for marketing that works.
• Sales and marketing can’t operate in silos—they need to collaborate, and speak the same language.
• Storytelling is more than branding—it’s how manufacturers make themselves understood.
• Applying process discipline (like Lean) to marketing builds measurable, sustainable growth.
• Resilience isn’t just a business trait—it’s a human one. And it’s everywhere in manufacturing.
• Automation is coming, but people—especially a well-supported workforce—remain central to the future.
• Compassion and professionalism are not opposites; they’re both essential for long-term success.
• Building a strong network is just as strategic as any marketing funnel.
• Self-care matters—even in a high-pressure, production-driven world.

00:00 Understanding Manufacturing Culture

05:39 Gina's Journey into Manufacturing

08:30 The Role of Certifications in Marketing

11:29 Insights from Trade Publications

14:26 Marketing Strategies for Manufacturers

17:21 The Importance of MEPs in Manufacturing

19:55 The Future of Manufacturing and Marketing

26:16 Emotional Investment in Work and Client Relationships

26:50 The Unique Story of Each Business

27:48 Understanding Customer Perception

28:40 Addressing Internal Culture and Client Relationships

30:06 Strategic Planning for Business Growth

31:54 Building a Valuable Network

33:02 Challenges in a Male-Dominated Industry

35:36 Navigating Job Loss and Career Transitions

39:03 Influential Figures in Gina's Journey

42:15 The Resilience of Manufacturing

46:55 Personal Insights and Advice for Marketers