How to Win B2B Deals by Serving Not Selling with Rich Carter

Описание: How do you win B2B deals without being pushy?

Rich Carter didn’t start in marketing. He began as an electrical engineer, moved into program management, and only stepped into business development when a leader asked him to take on the role. That shift shaped his entire philosophy on B2B growth: relationships first, problem solving over pitching, and trust built through execution.

In this episode of B2B Marketing Unlocked, Rich joins host Jony Mansilla to break down how Albers Aerospace wins B2B deals by serving not selling. He explains what makes Albers different in the defense and industrial space, why speed is engineered not accidental, and how trust and transparency can become the strongest competitive advantage, even when it means giving up IP. Rich also shares how their team balances long government sales cycles with urgent one week turnaround requests, and what is actually moving the needle for brand awareness today.

What You’ll Learn:
• Why serving beats selling in complex B2B deals
• How engineering and program management experience improves sales instincts
• Why speed is a competitive advantage and how to build it into your workflows
• How trust and transparency drive repeat business and referrals
• What channels are working best today for brand awareness in defense and industrial markets

Rich Carter is the Chief Growth Officer at Albers Aerospace, where he leads growth strategy across business development, marketing, and advanced programs. Albers Aerospace delivers end to end solutions across industrial manufacturing, defense services, engineering, and rapid response problem solving for customers operating in high stakes environments.

This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers.
Learn more: https://jonystudios.com

Chapters:
[00:00] Introduction to B2B Marketing Unlocked
[00:59] Rich Carter’s journey to Albers Aerospace
[02:27] Understanding Albers Aerospace’s mission and services
[04:56] The unique marketing approach at Albers Aerospace
[11:32] Targeting customers and brand awareness strategies
[15:24] The Albers Way: serving, speed, and trust
[18:18] The role of word of mouth in business growth
[21:07] Evaluating marketing channels and strategies
[24:02] Event strategy and networking
[26:49] The future of business cards
[27:45] Tools and workflows in marketing
[30:10] Challenges in maintaining speed and quality
[33:29] Lessons learned from marketing experiments
[36:53] Quick fire round

Episode Resources:
• Rich Carter on LinkedIn:   / rich-carter-pmp-49758225  
• Albers Aerospace Website: https://albers.aero/
• Jony Mansilla on LinkedIn:   / jony-mansilla  
• Podcast Website: https://www.b2bmarketingunlocked.com

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