Rich Carter didn’t start in marketing. He started 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 ended up shaping his entire approach to 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’s actually moving the needle for brand awareness today.
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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
About Rich Carter
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.
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Produced by Jony Studios
B2B Marketing Unlocked is produced by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract the right customers. We handle everything from strategy to distribution, helping you create a podcast that drives your entire marketing engine.