Eric Strickler is the Head of Marketing at Functional Devices, a company that manufactures electronic control products for HVAC, building automation, and industrial control systems. Under Eric's leadership, Functional Devices produces more than 4 million products annually, with a field failure rate of less than one in 16,000, and its Relay in a Box line has become synonymous with quality and reliability in the sector. With a diverse background spanning sales, marketing, and B2B consulting, Eric brings a customer-centric and data-driven approach to driving growth and operational excellence.

Manufacturing in the US has never been simple, but staying innovative while keeping customers at the center is a different kind of challenge. What does it really take for a manufacturing company to remain relevant, competitive, and trusted over decades without losing sight of the people it serves?

According to Eric Strickler, a seasoned manufacturing and operations leader, the answer starts and ends with genuine customer focus. He explains that at the strongest companies, this mindset isn't a slogan but a shared behavior, from leadership all the way to the production floor, where even the smallest component is treated as mission critical. That kind of discipline creates reliability, trust, and staying power in an industry where failure of a single part can bring an entire system down.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Eric Strickler, Head of Marketing at Functional Devices, to discuss redefining customer focus and innovation in US manufacturing. They explore how customer-centric thinking drives long-term competitiveness, why simplicity and quality fuel product longevity, and how marketing and operations must align to create demand.

Joel Onyshuk is the Vice President of Sales at Formic, a company that helps manufacturing leaders address labor and operational challenges through robots-as-a-service for end-of-line automation. Under Joel's leadership, Formic has worked with thousands of manufacturers to deliver rapid automation solutions that drive operational savings, such as 20% reductions in OPEX costs and dramatic productivity improvements. Joel is also a podcast host and content creator, known for his relational approach to leadership and insights on innovation, growth, and building strong business cultures.

As manufacturing demands intensify, automation is no longer a luxury — it's a necessity. Yet automation still feels out of reach for many. What if the biggest barrier isn't the technology itself, but the way we think about adopting it?

According to Joel Onyshuk, a seasoned manufacturing sales leader with extensive experience in high-growth environments, the answer lies in removing friction from the process entirely. He explains that automation works best when it's treated like a service, not a massive capital gamble, allowing teams to point to a problem and have it solved without disruption. That shift doesn't just accelerate adoption, it changes how manufacturers compete, adapt, and stay resilient in a fast-moving industry.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Joel Onyshuk, Vice President of Sales at Formic, to discuss making automation accessible and effective for modern manufacturers. They explore how robots-as-a-service lowers barriers to automation, why software is becoming just as critical as hardware, and how automation helps address labor and productivity challenges.

Lisa Kilrea is the Founder of WSI eResults, a leading digital marketing agency that specializes in helping manufacturers, distributors, and B2B companies grow through AI-powered, data-driven strategies. With over 20 years of entrepreneurial experience and a proven track record, Lisa has led WSI Results to deliver standout lead generation and revenue growth in the industrial sector. Her background includes work with major brands like Quaker Oats and BP Petroleum, and she's known for pioneering innovative marketing tactics that blend traditional expertise with cutting-edge digital solutions.

Search used to feel predictable. Today, it's happening everywhere at once, inside AI tools, chat interfaces, and platforms that never existed a few years ago. So how do businesses stay visible when the rules of discovery keep changing?

For Lisa Kilrea, the answer starts with a mindset shift. Drawing from her experience as a digital marketing strategist focused on complex B2B buying journeys, Lisa explains that SEO has evolved into "search everywhere optimization," where being cited by AI tools matters as much as ranking on Google. She points to how buyers now do deep research inside large language models before ever visiting a website, compressing the sales cycle and raising the stakes for authority and trust. The takeaway is clear: companies that adapt early don't just keep up, they gain a measurable edge as search behavior transforms.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea, Founder of WSI eResults, is interviewed by Chad Franzen of Rise25 to discuss navigating SEO in an AI-driven world. They explore why SEO is now the backbone of digital strategy for manufacturers, how AI tools are reshaping buyer research and conversions, and what "search everywhere optimization" really means in practice. Lisa also shares advice on measuring SEO success through conversions instead of vanity metrics.

Lisa Kilrea is the Founder of WSI eResults, a leading digital marketing agency that specializes in helping manufacturers, distributors, and B2B companies grow through AI-powered, data-driven strategies. With over 20 years of entrepreneurial experience and a proven track record, Lisa has led WSI Results to deliver standout lead generation and revenue growth in the industrial sector. Her background includes work with major brands like Quaker Oats and BP Petroleum, and she's known for pioneering innovative marketing tactics that blend traditional expertise with cutting-edge digital solutions.

Digital marketing can feel like a gamble for manufacturers, especially when results don't show up overnight. With long sales cycles, technical buyers, and constantly changing platforms, how do you actually measure success and know you're investing in the right places?

According to Lisa Kilrea, a digital marketing strategist with extensive experience in the manufacturing space, success starts with treating digital marketing as an investment, not an expense. She explains that measurable results come from strategy-first thinking, setting realistic expectations, and understanding that quick wins like paid ads play a different role than long-term drivers like SEO. When those pieces work together, manufacturers can build credibility, fill their pipeline, and see ROI that far outweighs the initial spend.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea, Founder of WSI eResults, is interviewed by Chad Franzen of Rise25 to discuss creating measurable digital marketing success for manufacturers. They cover why strategy must come before tactics, how to set realistic timelines for leads and ROI, and the power of an integrated, multi-channel approach.

Dan LaTurno is President and CEO of Peoria Production Solutions, a Peoria, Illinois–based contract manufacturing company dedicated to providing meaningful employment opportunities for individuals with disabilities. Under Dan's leadership since 2019, the company has nearly doubled its annual sales from $18 million to over $34 million, expanded to two locations, and grown its workforce from 140 to more than 220 workers, with a remarkable turnover rate of just 2%. With over 30 years of experience in manufacturing and operations management, Dan is recognized for his commitment to inclusive hiring and for championing opportunities for neurodiverse individuals and people on the autism spectrum.

In an era where diversity and inclusion are often buzzwords, how do you create an environment where these values are genuinely at the heart of your business strategy? Can an organization thrive while also making a meaningful impact on the lives of individuals often overlooked by traditional hiring practices?

For Dan LaTurno, the answer lies in embracing inclusion as both a core value and a business advantage. Dan believes that the key to success is not just focusing on profit margins but creating opportunities for those who face the greatest barriers to employment. His company operates as a nonprofit yet performs with the efficiency of a for-profit business. The focus is clear: employ individuals with disabilities and provide them with a supportive and respectful workplace, where their unique skills are not only welcomed but celebrated.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Dan LaTurno, President and CEO of Peoria Production Solutions, to discuss the intersection of business growth and inclusion. They explore how Dan's leadership has propelled the company's impressive growth while staying true to its mission of employing individuals with disabilities. Dan also offers valuable insights into navigating the challenges of scaling while staying aligned with core values.

Pam Hoffman-Cumpata is a Forum Leader at Renaissance Executive Forums, where she provides leadership coaching and consulting to help executives grow and solve challenges. She has extensive experience in the banking and economic development sectors, having previously served as the Senior Vice President at Blackhawk Bank and the President of the McHenry County Economic Development Corporation, where she focused on creating primary jobs and economic growth in the region. Pam has also held leadership roles at LaSalle Bank and American National Bank and Trust Company, honing her expertise in commercial banking and business strategy. Through her current work, she continues to empower business leaders and organizations to thrive in a constantly evolving market.

In business, setbacks often feel like roadblocks — something to avoid at all costs. But what if these challenges, instead of hindering our progress, could be the very fuel we need to grow and transform? From failures to unexpected twists, it's the way we respond to adversity that shapes not only our career paths but also the future of the organizations we lead. How do we embrace these moments of vulnerability and turn them into strengths?

Pam Cumpata, drawing from her diverse career in banking, economic development, and now consulting, has a unique perspective on this. She believes that resilience isn't about avoiding failure; it's about getting back up after being knocked down. Pam explains that this mindset has been crucial to her work with leaders today, where she helps them not only solve problems but also build sustainable growth by fostering talent and encouraging a culture of resilience. According to Pam, the key is to never stop learning, adapting, and most importantly, staying human in the face of technological advancements like AI, which she views as a tool, not a replacement for human connection.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Pam Hoffman-Cumpata to discuss how to build resilience and foster talent in business. They dive into the importance of adaptability, the value of continuous learning, and how we can humanize progress in a rapidly evolving professional landscape. Pam also highlights the transformative impact of bringing students into the manufacturing world and the value of providing real-world career exposure to young people.

Lisa Kilrea is the Founder of WSI eResults, a leading digital marketing agency that specializes in helping manufacturers, distributors, and B2B companies grow through AI-powered, data-driven strategies. With over 20 years of entrepreneurial experience and a proven track record, Lisa has led WSI Results to deliver standout lead generation and revenue growth in the industrial sector. Her background includes work with major brands like Quaker Oats and BP Petroleum, and she's known for pioneering innovative marketing tactics that blend traditional expertise with cutting-edge digital solutions.

Many manufacturers are figuring out how to modernize without losing what already works. The pressure to adopt new tools can feel overwhelming, especially when traditional methods have carried the business for decades. But what happens when staying the same becomes riskier than changing?

According to Lisa Kilrea, a long-time digital strategist for industrial and B2B companies, the shift starts with a clear plan rather than a rush into tactics. She explains that too many businesses leap into digital efforts before understanding their buyers, their goals, or even whether their website can support the traffic they hope to attract. Drawing from years of guiding manufacturers, she compares random marketing efforts to "random acts of kindness" — nice in theory, ineffective in practice. In her view, digital transformation is less about flashy technology and more about building a foundation that sustains long-term growth.

In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea, Founder of WSI eResults, is interviewed by Chad Franzen of Rise25 to discuss how manufacturers and B2B companies can successfully embrace digital transformation. She breaks down the importance of strategy before execution, why modern SEO means being discoverable everywhere, and how AI is reshaping both marketing and operations. Lisa also shares advice on creating content that meets today's search and buyer expectations.