THE TEAM
The InnerBark Team includes agile BtoB specialists representing some of the best content, creative and digital talent. We understand the unique challenges BtoB companies face and get up to speed quickly. Our team is proven, understands the nuances of interconnected marketing, and has helped grow some of the most respected B2B brands.
We share a common passion for helping manufacturing and high-tech companies succeed, combined with a strong work ethic that delivers the highest degree of professionalism and care. We’ve grown past the “let’s win awards” phase to provide winning strategies and programs that move your markets and maximize ROI.
Please check out InnerBark Services and The Work to learn more about our capabilities or how we’ve helped our clients succeed.
LEADERSHIP TEAM
JOHN DOBBS
Founder, Managing Director
​
It’s a privilege to steward BtoB bands and help them accomplish more than they thought possible. He’s had the unique opportunity to serve the trifecta of the agency world, delivering value as a "suit," a “creative,” and a “strategist.” John has had the joy of helping grow a small six-person marketing boutique into the largest and most decorated BtoB ad agency in the world.
During his time at HSR, which became gyro/Dentsu, the firm was named agency-of-the-year six times. As a partner, he lead the digital industrial practice area and strengthened national and global manufacturing, high-tech, and professional services brands, including GE, HP, Canon, Makino, Feintool, Swagelok, Newell Rubbermaid, HondaJet, Pentair, TE Connectivity, and Mitsubishi Heavy Industries. The firms proven abilities and stellar reputation led to a successful acquisition, ultimately becoming part of one of the largest global agency holding companies.
Today, as founder of InnerBark Marketing LLC, the specialized firm brings world-class marketing expertise to middle-market BtoB clients. “We love clients who are entrepreneurial, not bogged down by bureaucracy, and hold us accountable to do great work.” A proven team of highly skilled marketing professionals share a common passion to help manufacturing, industrial and high-tech companies grow, and the team delivers the highest degree of professionalism and care.
PETER ZELINSKI
Chief Content Officer
​
Peter Zelinski is one of the best-known and most established figures when it comes to reporting on industrial technology and explaining the importance of its advances.
At different times, he has served as editor-in-chief of Modern Machine Shop magazine and Additive Manufacturing magazine, which he helped to launch. His decades of reporting experience for these outlets brought him to hundreds of manufacturing facilities in the U.S. and around the world. He is also the co-creator and a former host of The Cool Parts Show, arguably the best-known and longest-running video series in industrial media. In 2020, Pete’s role and prominence were recognized by the U.S. Air Force, when they asked him to host their virtual industry-wide supplier event, The Advanced Manufacturing Olympics.
Today, as a partner in InnerBark Marketing, Pete serves as chief content officer and helps our industrial and high-tech clients shape their compelling stories through knowledge marketing. Engineering and manufacturing technologies are nuanced, and their importance and value aim at specific users focused on specific challenges and priorities. Pete knows these users, understands their worlds, and can help develop and share your message through content that informs industrial audiences and moves them to action.
ADAM MUELLER
SVP Digital Engagement & Analytics
​
Adam Mueller is a specialist in digital targeting and tracking tools allowing B2B brands to focus their marketing efforts and achieve measurable results. Applying experience across paid search, Google Data Studio, LinkedIn advertising, content marketing, marketing automation and analytics, Adam has worked with companies in a variety of industries, from small firms to Fortune 500, to grow their businesses and build lasting brands. From leading PPC campaigns to honing digital strategies, he takes pride in delivering clear, actionable insights that drive success. That is, did we make a sale? Did we get a lead? Did the phone ring?
​
Other areas of expertise for Adam include organic search, A/B testing, social listening, holistic digital strategy and owned and earned media distribution.