Want to know the secrets of Scorpion’s enormous growth from $20M to $200M in 7 years?

My guest is Scorpion’s Chief Growth Officer (sales), Jamie Adams.

In this episode, you’ll get a rare peek into Scorpion’s multi-vertical go-to-market strategy. In our candid and revealing conversation, Jamie shares the changes he made to the sales process, building an outbound sales culture, the power of verticalizing a business, how breaking into the Franchise vertical changed Scorpion, and much more.

The resources mentioned in this episode are:

- Connect with Jamie: jda730@gmail.com, Twitter: @​​jdadams, LinkedIn HERE

- For more Vertical Go-To-Market tips and advice, subscribe to Corey’s newsletter HERE

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Want to master the art of selling to franchise brands?

My guest is Hot Dish Advertising’s CEO and Co-Founder, Dawn Kane.

Discover how she grew Hot Dish into the #1 marketing and advertising agency for franchise brands. Hear how building real, authentic relationships within the franchise community resulted in 80% of new business coming from word of mouth. You’ll also hear about franchising’s insider language, the critical role of associations and conferences, and other essential gems for creating long-term success.

The resources mentioned in this episode are:

- Dkane@hotdishad.com or on LinkedIn HERE

- For more Vertical Go-To-Market tips and advice, subscribe to Corey’s newsletter HERE 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Want to hear how an agency owner broke through the 7-figure ceiling by transforming his typical, run-of-the-mill agency into a vertical specialist?

My guest is Cardinal Digital Marketing’s Founder and CEO, Alex Membrillo

In this episode, you’ll hear how being a generalist marketing agency kept him in 7 figures, why transforming his agency from a generalist to a vertical specialist unlocked revenue, allowing him to hit 8-figures, how focusing on a vertical helps drive pipeline, his biggest fear when deciding to specialize, how he attracts new healthcare clients today, and much more.

The resources mentioned in this episode are:

- Connect with Alex on LinkedIn HERE

- Cardinal's website HERE

- For more Vertical Go-To-Market tips and advice, subscribe to Corey’s newsletter HERE 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Want an inside look into how an agency founder landed an 8-figure exit?

My guest is entrepreneur, advisor, and Fanscape’s co-Founder and President, Terry Dry.

In this episode, you’ll hear why focusing on one vertical eventually led to selling his agency to Omnicom for 8-figures, why Terry left a great career at a world-famous record label to start his entrepreneurial journey, why focusing on a vertical he already had credibility in led to quick traction and growth, the importance of knowing the industry's language and why you can’t bullshit it, building his agency on referrals and word of mouth, the downside to taking a vertical approach to your business, the danger of ignoring Chat GPT and much more.

Connect with Terry:

- Email – terry@futureproofgrp.com

- LinkedIn HERE

Connect with Future Proof Advisors:

- Future Proof Advisors Company Website HERE

- Future Proof Advisors Company LinkedIn Page HERE

- For more Vertical Go-To-Market tips and advice, subscribe to my newsletter HERE

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Want to know what it takes to become an 8-figure agency in a vertical market?

My guest is Chris Yano, the Founder and CEO of RYNO Strategic Solutions

I recently sat down with Chris to uncover his insights on scaling his agency to 8 figures by specializing in the home services vertical market.

In our conversation, he shares why having a natural connection to the buyer is important, why specializing in a vertical is a competitive advantage, how working with A-list customers in a vertical market creates a “herd mentality,” how Gary Vaynerchuk talked him into starting a podcast, why knowing the insider lingo of your customer is a competitive advantage, and much more.

One of my favorite parts of the episode was when Chris discussed his podcast, which has an impressive 50,000 downloads per month, and how it became their main source of new leads. He also talks about his invite-only, high-ticket annual event for home services business owners, RYNOX.

Overall, this episode is packed with valuable insights and actionable advice. So if you're looking to grow your business and learn how to specialize in a vertical market, I highly recommend giving it a listen. Trust me; you won't regret it!

The resources mentioned in this episode are:

- Connect with Chris on LinkedIn HERE

- Email Chris on cyano@rynoss.com 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Is being a Platinum Hubspot Partner a lasting differentiator? It wasn’t for this agency.

I recently sat down with Carman Pirie, co-founder of Kula Partners to unpack his journey from Platinum Hubspot Partner to a leading agency specializing in the manufacturing sector.  In this episode, you’ll hear the market forces that provoked them to specialize, why they chose manufacturers as their focus vertical, the details about transitioning from a generalist to a specialist agency, the biggest fear in selecting a vertical focus, how they built early momentum in the new focus vertical of manufacturing, and much more. 

The resources mentioned in this episode are:

- Connect directly with Carman via email: carman@kulapartners.com and on LinkedIn: https://www.linkedin.com/in/pirie/ 

- For more business growth and vertical go-to-market tips and advice, subscribe to Corey’s newsletter at https://www.coreyquinn.com/newsletter

- Podcast website: https://www.coreyquinn.com/podcasts/the-vertical-go-to-market-podcast/ 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Want to grow your business using your personal brand?

My next guest is Adam McChesney, owner of Hite Digital in St. Louis.

I recently sat down with Adam, who shared how he uses his personal brand to rapidly grow his agency.

He also shares: 

• Why relying on his personal brand for lead gen has created a content bottleneck in the business. 
• The importance of attending home services conferences
• The impact of verticalizing the business
• His advice to generalist agencies and businesses considering a vertical approach.
• And much more

 Feel free to reach out to Adam:

- https://www.adammcchesney.com
- https://www.hitedigital.com/st-louis
- https://www.facebook.com/hitedigitalst.louis
- https://www.instagram.com/hitedigitalstlouis/
- https://www.tiktok.com/@adamlmcchesney
- https://www.linkedin.com/in/adam-mcchesney-b21b1256/

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

My next guest is Sarah Durham, Founder and CEO of Big Duck.

I recently sat down with Sarah to learn how she transformed her generalist marketing agency into a 7-figure PR and Communications firm specializing in the non-profit sector.  We get into the details of why she decided to specialize her firm, how she did it, what led her company to become the premier PR and Communications firm in the non-profit sector, and much more. 

Connect with Sarah through her website: https://www.comptondurham.com 

For more business growth and vertical go-to-market tips and advice, subscribe to Corey’s daily tips at https://www.coreyquinn.com/newsletter.

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Tired of blending in?

My guest is John Rougeux with Category Design Advisors

In this episode, John breaks down the key concept of being radically different and addresses the question, ‘But is Category Design just another marketing strategy or a holistic business approach?’ We also talk about overcoming the perceived risk of specializing your business, the symptoms in your business of needing a more intentional category strategy, and much more. 

The resources mentioned in this episode are:

- 8 Category Levers: How To Build A Massive, Pacific Ocean-Sized Differentiation Moat: https://categorypirates.substack.com/p/8-category-levers-how-to-build-a

- Office Hours for Category Design Advisors: https://www.categorydesignadvisors.com/book-office-hours/

- Category Pirates: https://www.categorypirates.com/ 

- “Play Bigger”: https://www.amazon.com/Play-Bigger-Dreamers-Innovators-Dominate/dp/0062407619 

Connect with John: 

- Email: John@CategoryDesignAdvisors.com  

- LinkedIn:  https://www.linkedin.com/in/johnbrougeux/ 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Ready to unlock growth for your bootstrapped startup? 🚀

In this episode of the Vertical Go To Market podcast, I had the pleasure of talking with Ethan Butte, Chief Evangelist at BombBomb, a software company that makes it easy to record and send video messages. We discussed BombBomb's journey from a small team to now having over 75,000 active users, and how their vertical focus in the real estate market led to significant growth. 

We also explored the importance of understanding how customers buy, the advantages of relationship building in a vertical, and the potential negatives of taking a verticalized approach to the market.

Join us for an insightful discussion on the power of video messaging and the benefits of a specialized focus in business.

Connect with Ethan:

- ethan@bombbomb.com 

- https://www.linkedin.com/in/ethanbeute/

- https://bombbomb.com/

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Are you a generalist agency thinking about specializing?

In this episode, I had an insightful conversation with Joe Sullivan, co-owner of Gorilla 76, a marketing agency focused on the manufacturing ecosystem in the B2B space.

We explored their journey from a creative shop to a specialized industrial marketing agency, discussing the importance of positioning and building a relatable brand and the benefits of long-term marketing strategies.

We also dove into the power of content-based networking and verticalizing a business, touching upon how leveraging networks and gathering insights can help make informed decisions when making a significant shift in a business.

Join us for this engaging conversation and learn from Joe's experiences as we discuss the value of specialization for success in the B2B sector!

Connect with Joe on LinkedIn: https://www.linkedin.com/in/gorilla76joe/ 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

What happens when you take a multi-vertical business and turn it into a vertical-focused powerhouse?

That's exactly what my guest, Dave Hansen, president of Client Tether, did to skyrocket his company in the CRM space. Join us as we discuss Dave's journey, from his background in sales to making the bold decision to focus on one niche - the franchising industry.

We dive into the development and business decisions that led to the verticalization of Client Tether. Dave also sheds light on the importance of word-of-mouth marketing in the franchising industry and how you can harness it for your own success. Don't miss this insightful episode packed with valuable lessons and experiences from Dave’s journey in verticalizing Client Tether and leveraging word-of-mouth marketing to fuel growth.

Connect with Dave: https://www.linkedin.com/in/davidahansen/ 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Is Generative AI a Threat or an Ally for Agencies?

Join us for a special episode of the Vertical Go To Market Podcast featuring Russ Perry, CEO of Design Pickle, where we discuss effective strategies for agency owners to approach new tools such as generative AI and chat GPT. 

Our conversation explores how these tools can save time, improve efficiency, and add value for agencies. 

We also delve into the creative process and highlight how these tools can be used to craft specialized content for clients across various industries. We also touch on the potential legal implications of utilizing such tools, as well as the Wild West element that still exists in this space. 

You'll also hear about the inspiring origin story of Design Pickle and how Russ transformed from a failed agency owner to a successful CEO leading a thriving flat-rate subscription creative services company.

Connect with Russ: https://www.linkedin.com/in/russperry/ 

Design Pickle: https://www.designpickle.com 

Here's a great blogging company with solid news on AI and ways to think about it: https://every.to/chain-of-thought 

👋 If you're thinking about transitioning your business from a generalist to a specialist, I encourage you to join my daily tips at https://www.coreyquinn.com/newsletter/ 📩. 

👍 If you liked this episode, please rate and review us on Apple Podcasts 🎙️, and be sure to hit the subscribe button! 🔔

Key Moments

0:02:16 From Consulting to Pickles 

0:05:10 Navigating Generative AI in Business

0:10:19 Augmenting Agency Ideas With AI Tools 

0:17:28 Leveraging New Technology for Creative Ideation 

0:25:13 Starting Prompt Engineering and AI 

More of Corey’s Content:

Corey’s Website: https://www.coreyquinn.com

Corey’s Daily Tips: https://www.coreyquinn.com/blog 

Podcast Website: https://www.coreyquinn.com/podcasts/the-vertical-go-to-market-podcast/ 

Podcast YouTube Channel: https://youtube.com/@coreyquinninc?sub_confirmation=1

This episode is a short one with just a few updates.

First off, you can sign up for my brand new email course, the Six Secrets to Outbound ROI, right now by going to www.GetOutboundROI.com. 

Who's this course for?

It's for agency owners who are tired of not getting anywhere with their outbound.

How do you know if this course will help?

One sign is that you've tried and failed at all of the typical outbound strategies, like emails, calls and LinkedIn. Maybe you've also hired an outsourced lead gen company, but it didn't work.

Another sign is that you've already hired and fired BDR teams maybe more than once.

Another sign is that you've become too heavily reliant on inbounds to grow your business. You know you need outbound to work, but you've run out of ideas.

Here's what you need to know about the Six Secrets to Outbound ROI email course.

It's a free six-day email course where each day, you'll get a new secret delivered right to your inbox.

These are the outbound secrets that help me grow Scorpion, a digital marketing agency, from $20 million to $40 million just by adding outbound to an existing inbound-only program.

So if you're ready to start getting outbound working for your agency, go to www.GetOutboundROI.com right now and sign up.

Second, we have some amazing guests coming up on the podcast, including author and well-known positioning expert and agency consultant David C. Baker.

We also have the amazing Jonathan Stark coming up, as well as many more successful agency founders, coaches, and consultants, here to share their stories and insights on taking a vertical market approach to growth.

Thank you for being a listener, and we'll see you next week.

What if you could become the one and only in your industry?

My guest is Jonathan Stark, a former software developer who's now on a mission to rid the world of hourly billing. 

In this episode, you'll discover how to position yourself with a laser-focused positioning statement and how identifying an expensive problem sharpens your marketing. We discuss the importance of selecting a vertical when positioning yourself in the market and how to identify the target market that is the right size for your services.

We also discuss the impact of AI on digital marketing agencies, productized services, and value-based pricing. Don't miss this great conversation with the amazing Jonathan Stark!

The resources mentioned in this episode are:

- Jonathan’s website: https://jonathanstark.com/ 

- Jonathan’s book, Hourly Billing Is Nuts: https://jonathanstark.com/hbin 

- Jonathan’s podcast, Ditching Hourly: https://podcast.ditchinghourly.com/ 

oin us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Want to know the secrets of scaling your agency with productized services?

My next guest on The Vertical Go-To-Market Podcast is Ronik Patel, founder of Unlimited WP.

In this episode, Ronik shares how he transformed his small marketing agency into a 7-figure productized agency.

Ronik opens up about gaining a deeper understanding of productizing services, which includes packaging, marketing, and delivering services like a product.

This approach has been vital to the growth and scalability of Unlimited WP.

Ronik also shares advice on taking small steps towards productizing services for agency growth, finding a niche market, and the importance of balancing outbound sales and marketing with lifestyle.

This episode is truly a goldmine of information for anyone interested in venturing into the world of productized services and scaling their agency.

Connect with Ronik on LinkedIn:  https://www.linkedin.com/in/ronik-patel-b0890a29/ 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

😡 Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: http://GetOutboundROI.com.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

Ready to learn how vertical specialization helped one lawyer grow and scale his firm to over 7-figures?

In this episode, you’ll gain insight into Gabe Levine’s strategies for attracting new clients to his firm, Matchstick Legal, productizing his services, and being a trusted specialist in the industry.

Gabe shines light on the power of focusing on one vertical and how that’s giving him the confidence to be an effective service provider, case after case.

If you’re looking to transition to retainer-based services, create a loud word of mouth buzz around your business, or just find more fulfillment in your work, this episode is for you.

Join Corey and Gabe on the Vertical Go-To-Market podcast as they discuss how to:

• Grow your demand through online speaking engagements.
• Capitalize on the benefits of being a specialist in your field.
• Effectively sell your service to specialized agencies.
• Attract new clients.
• Create a word of mouth buzz to grow your business.
• Focus on one vertical.
• Productize your services and transition to retainer-based services.
• Optimize your happiness in work and life.

The resources mentioned in this episode are:

- Matchstick Legal

- The Bureau of Digital

- Email Gabe: gabe@matchstick.legal

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Today we are sharing an episode that was previously aired on Vendasta’s Conquer Local Podcast hosted by Jeff Tomlin.

The special guest? Our very own host, Corey Quinn! If you haven’t been able to get to know Corey, this episode will give you all the details you need.

Corey is an accomplished entrepreneur and sales leader, known for his role as the former Chief Marketing Officer of Scorpion, a digital marketing agency that witnessed remarkable growth under his guidance.

Tune into this episode of the Vertical Go-To-Market Podcast, to hear how Corey:

• Used invaluable insights and strategies that propelled Scorpion from $20 million to an astounding $150 million in recurring revenue within a span of just six years.
• Challenges the commonly held belief that more is always better–  a fresh perspective on achieving success.
• Provides practical tips and insider secrets to help agencies and B2B SaaS businesses unlock their full potential. 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

 😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Ever wondered how specializing in a particular niche can skyrocket your agency's growth? 

This episode of The Vertical Go-To-Market Podcast promises answers, sharing a testament of what can happen when you stop wondering, and start wandering towards the path of finding the right vertical for your business– and finding success along the way!

The star of our story today is Holley Miller, a southern belle turned Bay Area influencer and Founder of Grey Matter Marketing. She's the catalyst behind a category design firm that's revolutionizing healthcare marketing in the life sciences industry. Her mission: to empower medical device start-ups with robust marketing plans that promise substantial ROI.

Holley's journey to this unique vertical and the foundation of her agency was anything but straightforward. She swapped law school for advertising after college, where she found herself promoting cigarettes, a less than gratifying venture. But fate had a different plan, serving her a career detour into the transformative world of medical devices.

Intrigued by the impact of surgical robotics, she was drawn into the medical device industry. This fascination eventually fueled the birth of Grey Matter Marketing.

Now, 15 years on, Grey Matter Marketing is a boutique powerhouse making waves in healthcare. Her firm has etched a solid niche in life sciences, serving mainly medical device companies. More strategic partners than traditional marketers, they engage deeply with their clients.

This Vertical Go-to-Market episode is an exploration into:

• Holley's shift from law school hopeful to category design expert.
• Grey Matter Marketing's birth and evolution.
• The learning curves and challenges of a generalist agency.
• The strategic decision to specialize.
• The role of category design in long-term success.
• The joy, and profitable rewards, of mastering a niche.

This episode promises more than just Holley's captivating journey. It provides an insight into how vertical specialization can spur unprecedented growth. As Holley would say, "Go Vertical."

The resources mentioned in this episode are:

• Check Out the Official Grey Matter Marketing Website Here 
• Check out Holley’s Profile on Linkedin Here  

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Can a web design company for home services make a million dollars?

It sure can.

Ryan created just that.

On this episode of the Vertical Go-To-Market Podcast, we welcome Ryan Golgosky, the CEO and Founder of 180 Sites, to share how he transformed his generalist marketing agency into a million dollar subscription-based productized firm. 

From being a jiu-jitsu enthusiast and working in the exterior cleaning industry, to navigating life-altering health complications, Ryan’s journey is extraordinary. 

In the face of adversity, he found his niche - creating his firm, 180 Sites, which provides home services businesses with productized websites on a subscription basis.

What’s truly captivating is Ryan’s inspiring rise from a starting point of virtually nothing to now commanding an impressive $115,000 in monthly recurring revenue with $100,000 coming just from web subscriptions. 

This remarkable growth exemplifies Ryan’s resilience, business skills, and potential growth that any agency can experience through vertical specialization and productization.

Join Corey and Ryan on Vertical Go-To-Market as they discuss:

• Ryan’s transformative journey from exterior cleaning to leading a successful agency, illustrating the power of resiliency and adaptability.
• The strategic decision to focus 180 Sites’ services on the home services industry, showcasing the potential of niche marketing.
• How Ryan built his agency’s revenue to an astounding $115,000 in monthly recurring earnings, offering valuable lessons in strategic growth.

Actionable Key Takeaways for Agency Founders:

• Embrace resiliency and adaptability: Be open to navigating unexpected twists and turns in your entrepreneurial journey, as they can lead to remarkable transformations.
• Discover your niche market: Identify a specific industry or vertical where you can provide specialized services, allowing you to stand out and attract targeted clients.
• Harness the power of niche networking: Focus your marketing efforts on reaching and engaging your niche audience, highlighting your expertise and tailored solutions. For example, custom gifts and handwritten notes.
• Strategically grow your revenue: Implement effective strategies to build recurring revenue streams, such as productized services or subscription models, to achieve sustainable business growth. 

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

What do you do when the very field you've dedicated decades to, mastered, and carved out a specialized niche in, goes into decline, jeopardizing both your and your employees' livelihood?

This is no hypothetical scenario but the harsh reality that confronted David Poteet, the founder of New City, a firm acclaimed for its higher education web design expertise. A creeping decline in higher education enrollments was eroding the very foundation his business was built on.

After a test run into government contracting, David chose to defy the odds. He refused to let an evolving landscape dictate his company's fate. Instead, he seized this challenge as an opportunity to evolve, identifying a potential solution to a crucial pain point that many didn't even realize existed. 

In a surprising discovery, David found that there was a lack of cohesion between the website/marketing teams and the enrollment strategy teams within higher education institutions. He noticed that these departments, though interrelated, were operating in silos. Seizing this opportunity, David decided to extend New City's services to include web design/marketing and strategic enrollment management- creating a more unified and effective approach within these higher education institutions.

This isn't a story of survival. It's an inspiring tale of reinvention, resilience, and the audacious decision to transform challenge into opportunity. If you're an agency owner grappling with a niche that's losing its luster, becoming commoditized, or teetering on the edge of relevance, David's journey may offer the beacon of hope and direction you need.

Join Corey and David on Vertical Go-To-Market as they discuss:

• The success story of New City's establishment in higher education digital marketing in the early 90’s to now.
• David's valuable insights into managing the politics and varying priorities within higher education institutions.
• How New City's team strives to understand their clients' world and benchmarks for success.
• Their exploration into government contracting, a business shift that occurred during the pandemic as a result of the changing higher-ed marketing landscape .
• Reflections on the changing landscape of higher education amidst challenges and demographic shifts.
• Why, in an uncertain market, David ultimately decided to double down in his niche, rather than pivot and make a new shift altogether.

Key Takeaways for the Higher Education Vertical:

• Focus on a specific business vertical to improve marketing strategies, generate qualified leads, and achieve long-term growth.
• Build long-term relationships with clients and aim to become an approved vendor within specific university systems.
• Hiring team members with higher education backgrounds brings valuable empathy and firsthand knowledge.
• Establish credibility by showcasing expertise and understanding clients' pain points, and then use those pain points to innovate service/product offerings to specialize further.
• Stay innovative and find the right balance between specialization and new challenges to thrive in the higher education industry.  

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Does the swift growth of your agency feel like a blessing or a burden?

On this episode of the Vertical Go-To-Market Podcast, we welcome Michael Schumacher, Founder of HMDG, to share how he and co-founder Hannah grew their specialist healthcare marketing agency from 10 clients to 800+ clients in just over three years.

Michael went from working 20 hours a day to stay afloat to realizing a growth of 20 to 50 new clients per month. On top of that, you could count the number of clients they’ve lost on one hand. Now that’s impressive!

This astounding growth proves that you can achieve this level of growth in your vertical, too, but only if you have the grit, industry knowledge, and honest heart that Michael has.

Join Corey and Michael on Vertical Go-To-Market as they discuss:

• Lessons and strategies Michael learned from failing his first agency and growing his second agency, HMDG.
• Why it’s crucial to speak your clients’ language (know their business/industry/niche).
• How Michael grew his agency from 10 clients to 800+ clients in just over three years.

Actionable Key Takeaways for Agency Founders:

• Speak your client’s language: Have an expert be a part of your business. If your clients are physical therapists, you need to understand the physical therapy business or else you won’t be able to gain their respect and get them results.
• Network with renowned people in your niche’s industry: Connect with well-known, respected people in the industry, find them on LinkedIn or podcasts, and you’ll be attracting new clients and creating organic growth in no time.
• Good, honest communication = great outcomes: If clients are crossing your boundaries or expecting too much from you, just be honest and reset your expectations. Tell them what you won’t tolerate and guide them through compromise. Remember, you can’t keep saving clients who are bad for business!
• Be prepared for fast growth: When you’re part of a small sector, you become well-known very quickly. Be prepared to put in a lot of time and effort into managing your growth. As they say, teamwork makes the dream work!
•  

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I’d like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Does positioning your agency in a crowded B2B landscape feel like an uphill battle? 

If so, you're not alone. Understanding and effectively communicating your unique value proposition to your customers is a common challenge in our rapidly digitizing world.

That's where Ton Dobbe, our guest on today's episode of the Vertical Go-To-Market Podcast, steps in. Ton is a consultant, strategic product marketing expert, and a recognized global influencer on product-market fit, positioning, and predictable traction. He's spent his career consulting B2B SaaS businesses, from startups to Fortune 500 companies, helping them navigate this very issue.

With over twenty-eight years of experience in enterprise business software, Ton's journey is rich with insights into the art and science of positioning a business for success. His unique approach to advising and consulting, crafted over nearly three decades, has propelled countless companies across industries to new heights.

In today's episode, Ton shares his wealth of knowledge with our host Corey Quinn and reveals how his professional journey has shaped his distinct approach to consulting. Together, they delve into the nitty-gritty of product positioning, explore the importance of understanding your customers, and uncover the "magic concepts" that can truly set your business apart.

Join us on this journey with Ton and prepare to see your agency's positioning in a new light. This conversation can change not just your perspective, but the trajectory of your business. Don't miss it!

On this episode of Vertical Go-To-Market, Corey and Ton discuss:

• The importance of tailoring messaging based on verticals and industries. 
• How to create predictable traction in business.
• The key questions to ask when researching ideal customers.
• Discovering the elements of your offering that makes it truly sticky.
• Success stories of Ton helping B2B companies reposition their business.

Actionable Key Takeaways for Agency Founders:

• Define what makes your company remarkable and find customers willing to pay a premium.
• Verticalize to address unique needs and language of specific industries and markets.
• Focus on shared problems and characteristics within a target vertical to niche down.
• Master the art of positioning to create predictable traction by understanding customer preferences.

The resources mentioned in this episode are:

- Check out Ton’s book, The Remarkable Effect here.

- Check out Ton’s Profile on LinkedIn here.

- Read more about Ton’s work on his website here.

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Should you position your agency within a specific niche?

The decision you make now could shape its future for years to come. Our next guest took the leap and decided to niche down into the home services industry, transforming their business in the process.

Join us on The Vertical Go-To-Market Podcast as we dive into the inspiring journey of Ben Landers, founder and former CEO of Blue Corona, a highly successful digital marketing agency specialized in the home services vertical.

In this episode, we'll take you back to the early days of Blue Corona, where Ben's expertise in digital marketing and advertising laid the foundation for groundbreaking tracking software. Initially, he wondered whether focusing on a niche would pay off in growing his business.

But instead of remaining indecisive, Ben fearlessly evolved his software offering into a full-fledged marketing agency, concentrating on home services companies, which led to remarkable sales and online prominence.

You'll also get to know the driving force behind Blue Corona's transformation, Mike Wilson, who significantly impacted sales and marketing strategy, fueling their increased profitability and unrivalled success.

The turning point came when Blue Corona committed to their specific vertical, home services, propelling them into an 8-figure powerhouse that caught the attention of potential acquirers. And from there, their destiny was forever changed.

Ben shares invaluable advice for fellow agency owners seeking growth throughout the conversation. One piece of advice, in particular, is relevant to agencies at any growth stage. His "less is more" philosophy allowed the Blue Corona team to narrow their focus and start working on what truly mattered within the business. By following the 80/20 productivity rule and understanding their profitability per client, these initiatives became Blue Corona's guiding compass to success.

Join Corey and Ben on Vertical Go-To-Market as they discuss:

• How Blue Corona started as an ad tracking and reporting company.
• Transitioning to offer marketing services based on client needs.
• The difficult decision to focus on a specific vertical in the home service niche and why it accelerated the agency’s growth.
• How aligning marketing/sales teams can make a difference within your agency.
• Obstacles and lessons in service delivery and product development.
• Encouraging advice for agency owners considering specialization.

Actionable Key Takeaways for Agency Founders:

• Consider focusing on a specific industry, which can lead to faster growth and better customer satisfaction.
• Emphasize understanding the mindset of small business owners in account-facing roles.
• Utilize technology to deliver and differentiate services rather than selling it as a separate product.

The resources mentioned in this episode are:

- Check Out the Blue Corona’s Website Here 

- Connect with Mike on Linkedin Here or contact him via Ben.landers@bluecorona.com

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Join us as we journey through the entrepreneurial life of Chris Dreyer, CEO of rankings.io, a multi-million dollar legal SEO marketing agency.

You’ll hear how Chris went from running an affiliate marketing company to launching and growing a premier SEO agency serving personal injury attorneys. You’ll experience his journey, the growth stages of his agency, and the hurdles he had to overcome.

In the episode, Chris reveals how he leveraged his connections with industry experts to build a solid referral base and develop social proof. Chris also shares how he attracts new PI attorney clients to his firm today, including SEO, podcasting, Google Ads and more. 

Don't miss out on this episode packed with entrepreneurial wisdom, strategic insights, and anecdotes that are sure to inspire.

Join Corey and Chris on Vertical Go-To-Market as they discuss:

• Networking and Referral Building Strategies
• Specialization and Niching Down
• TAM and Exclusivity in Agency Growth
• Effective Agency Growth and Business Strategies

The resources mentioned in this episode are:

- Check Out Chris’s Book Niching Up Here.

- Connect with Chris on Linkedin Here.

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

What’s the secret to unearthing a niche that is both profitable and lucrative to your agency business? Luke Eggebraaten has a hot take (or two!).

Welcome to the latest episode of the Vertical Go-To Market Podcast, where our host Corey Quinn, dives into the topic of niching down with the entrepreneur, fellow podcaster, and agency founder Luke Eggebraaten.

In this episode, we explore Luke’s journey of starting a business as a hobby, including the steps to submit for an LLC and set up company financials. Luke initially operated part-time until the moment was right to go full-time.

While Luke’s company started as a generalist agency serving small businesses, we'll learn how he made the strategic shift to become a trusted marketing partner for the construction niche, leaving behind the complexity of managing multiple industries.

Luke shares valuable insights on the importance of niche specialization. Trying to cater to too many industries, nearly ten at a time, proved to be unsustainable due to the diverse metrics, goals, and industry-specific knowledge required. 

He emphasizes the significance of saying no to certain opportunities to focus on building the big picture and garnering respect in the process. 

Luke's agency doesn't let clients pick and choose services but offers three core programs, providing long-term commitment and tailored solutions to maximize client growth based on their size and needs. Regardless of company size, Luke believes in laying the groundwork through organic growth and visibility, then utilizing tactics like paid ads for scaling. 

Notably, an impressive 85% of Luke's business comes from Instagram, and he reveals how they turn clients into word-of-mouth advocates, contributing to their agency's growth by showcasing clients' successes.

Join Corey and Luke on Vertical Go-To-Market for a conversation on:

• The power of niche marketing and how it can elevate your agency to new heights.
• The merits of community-building and how it can generate new business leads.
• Niching down both in terms of industry and offering to provide a superior client experience (and business outcomes).
• Consistency on social and why keeping a regular posting cadence is paramount for business growth.

Actionable Key Takeaways for Agency Founders:

• Niche down even if it means saying no to short-term business.
• Offering a full menu of agency services isn’t always what your clients need: make decisions for them.
• Prioritizing connections isn’t always the fastest path to new business but it is the most consistent one.
• If you’re looking to get started, find a vertical with healthy margins, then nail the four basics of your business presence when getting started: Facebook, Instagram, LinkedIn, and Google business profile.

Looking to connect with Luke? Here are the resources:

- Find Luke on Linkedin

- Connect with Luke on Instagram @phaser_marketing and @luke_eggebraaten

- Find Luke’s podcast Dirt Bags here

- Get Luke’s book on Amazon

Join us as we explore how niching down allows companies to accelerate growth, expand reach, and build lasting success.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

How does one decide to start an agency? 

According to Drew McLellan, Founder of Agency Management Institute, most people who start an agency are accidental business owners. They know the ins and outs of their craft but not necessarily the ropes of running a business. And that’s where Drew’s company comes in. AMI helps agencies run their business better through workshops, peer-to-peer groups, and educational content like their podcast.

In this episode of the Vertical Go-To Market Podcast our host Corey Quinn sits down with Drew to break down what it takes to build a thriving agency business regardless of your niche. Drew shares how he acquired AMI 15 years ago, who they work with, and what their approach to consulting small to mid-size agencies is all about. Hint: it’s all about getting personal, vulnerable, and really sharing the ins and outs of what’s going on with your business with your peers. Why? Because the best advice comes from people who’ve been there, done that, and emerged successful.

Join Corey and Drew on Vertical Go-To-Market as They Discuss:

• Identifying the turning point when you need external support to continue on a growth path.
• Four major agency challenges and how to approach them.
• Niching down as a subject matter expert to meet client expectations. 
• The ideal split of agency operating costs against Adjusted Gross Income.

Actionable Key Takeaways for Agency Founders:

• Agency owners should aim to build wealth while operating the business by optimizing sales, staffing, and profitability.
• Processes are a must-have; tribal knowledge won’t sustain success at a growing agency.
• Sharing and learning from peer challenges and successes calls for full transparency and vulnerability.
• A niche can be an industry, an audience, or even a deliverable. It isn’t always a specific type of business.
• Hire people who have a passion for the niche you serve to avoid the boredom pit.
• Adjusted Gross Income is the one metric all agency owners should be obsessed with.

The resources mentioned in this episode are:

- Subscribe to Drew’s Newsletter Here 

- Check out Drew’s Profile on Linkedin Here 

- Learn More About AMI Here

- Explore Drew’s Books on Amazon Here

Join us as we explore how agencies can reach their goals by banding together for knowledge-sharing and insights.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Do agencies have to cater to everyone to succeed?

In the words of Chase Williams, Founder and Managing Partner at Market My Market, it's not about serving everyone; it's all about niching down. Around a decade ago, he established his digital agency, which eventually pivoted to serving small to mid-sized law firms.

Over the years, Chase, alongside his business partner, Ryan Klein, who brought extensive marketing experience from law firms, has nurtured a multi-million dollar business.

In this episode of the Vertical Go-To Market Podcast, our host Corey Quinn engages with Chase to delve into the realm of owning and expanding a niche agency business. They delve into the journey of how Market My Market transformed from its origins in a Brooklyn basement to a thriving agency in Florida.

Tune in to Corey and Chase on Vertical Go-To-Market as they discuss:

• Strategies for breaking free from stagnating profit margins.
• Using time tracking to improve margins.
• Transitioning from reliance on referrals and word-of-mouth growth to actively marketing your agency.
• Harnessing highly specialized content, such as articles and podcasts, to broaden the client base.
• Demonstrating your capability to overcome challenges specific to your vertical.

Here are some actionable key takeaways for agency founders:

• Monitor time and resource allocation to enhance profit margins.
• Raise prices to safeguard your business.
• Customize content for your niche to ensure discoverability through search engines.
• Discover unconventional, low-competition channels to connect with your niche market.

The resources mentioned in this episode are:

- Check out the Agency Market My Market Here

- Connect with Chase on Linkedin Here 

- Listen to Chase’s Podcast Here

Join us as we explore how agencies can build a thriving business by focusing on a niche market.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

What does the dental industry have in common with the legal world? 

Let’s ask the law firm marketing experts Tyler and April Roberts, who join the podcast this week, to discuss all things verticalization and agency entrepreneurship.

The pair took the learnings they acquired working in a specialized marketing shop serving the dental industry to found Nomos Marketing together with their partners Laura Maly and Michael Anderson. Today, the five-year old agency serves over 75 clients with two offices in San Diego and Charleston.

Our Host Corey Quinn is curious to dig into April and Tyler’s journey. Spoiler alert: The early days were intense. The couple worked full-time jobs while moonlighting in legal marketing at the same time. 

Tune in to learn how they went from operating in a California basement-turned-studio apartment to running a 10-person strong team on both coasts. The couple shares how they established their services, workflows, processes, and offering to grow to a thriving verticalized agency business in the legal field.

Join Corey, April, and Tyler on Vertical Go-To-Market as They Discuss:

• How their roles have evolved as founders.
• How to apply existing playbooks from other verticals to your own.
• How to package your offering into an MVP you can sell.
• How to templatize offerings and define processes to prime your business for growth.

Actionable Key Takeaways for Agency Founders:

• Leverage what works in one vertical to launch a new one.
• Cross-compare your pricing and offering to the competition.
• You can get started with as little as defining your pricing, getting Quickbooks, LLC, a website, and a CRM.
• Your first clients will be referrals but you need to go beyond your network to grow.

The resources mentioned in this episode are:

- Check out Nomos Marketing Here

- Connect with April on LinkedIn Here

- Connect with Tyler on LinkedIn Here

Join us on a five-year legal marketing growth journey with Tyler and April.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Can you scale agency sales with founder-led growth?

Yes, but only to a point. After you hit a plateau (and most agencies do), you need to invest in a sales organization to help you break through. Yet, building that out from scratch can be a daunting task. That’s why today’s podcast guest, Joey Gilkey, founded a company to tackle that challenge. Apex Revenue offers outsourced, fractional sales operations to B2B companies and digital agencies.

Joey joins Corey Quinn on The Vertical Go-to-Market Podcast to share his sales wisdom with our community. 

Joey is an absolute renegade when it comes to sales strategy from tactics to technology. If you’re looking for a fresh (and data-backed) approach to agency sales, this is the episode for you. From list-building to messaging, sales engagement technology, and everything in between, Joey breaks down his process in detail to help you understand what it takes to sell in B2B today.

Join Corey and Joey on Vertical Go-To-Market as they discuss:

• Why founder-led sales and relying on referrals isn’t a long-term growth strategy.
• Why outsourced lead generation doesn’t convert into sales without a process.
• What is new (and effective) in the world of outbound sales.
• Joey’s six-step approach to B2B sales.
• Affordable ways to acquire and clean up target lists.

Here are some actionable key takeaways for agency founders:

• Talk to your existing customers to understand WHY you won them as clients.
• You need to test your messaging and offer in the market, study responses, and iterate.
• Your list is your strategy: invest in enriching the data so it’s actually usable.
• If you do gifting as a sales strategy, find ways to personalize for a wow effect.

The resources mentioned in this episode are:

- Check out Apex Revenue Here

- Connect with Joey on Linkedin Here 

- Read More About Best Damn Agency Mastermind Here

- Listen to Joey’s Podcast: Best Damn Agency Podcast Here

- Phonereadyleads.com 

Join us as we get real about agency revenue growth and outbound sales.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Should founders always remain hands-on with their clients, even as they scale?

Today’s guest Bobby Steinbach would give you a resounding “Absolutely!” The founder of MeanPug Digital prides in running a successful legal marketing agency where partners are closely involved with client work to ensure quality, consistency, and the highest level of service.

Tune in for a conversation on sales mishaps and successes, driving word-of-mouth, expert perspectives on client success, and what processes founders should look out for to be successful. And, as an owner of a seven figure agency business with close to 30 employees, this guest truly knows what he’s talking about.

Bobby joins Corey Quinn on The Vertical Go-to-Market Podcast for a lively debate on the merits of verticalization. You’ll hear from Corey’s time at Scorpion as well as Bobby’s experiences in running his business.

Here’s what Corey and Bobby cover in this episode:

• Why having unique founder backgrounds is a strength to leverage.
• How to create a strong inbound funnel (cue: word-of-mouth!)
• Why doing everything at once is not the best way forward.
• How to balance if you have to decide between sales and client success.

Here are some actionable key takeaways for agency founders:

• You’ll need to keep trying sales tactics to see what sticks for your niche.
• Don’t try to tackle all marketing and sales projects at once: prioritize and scale what works.
• Lifetime value of a customer is the ultimate Trojan horse as a competitive advantage.
• If you do gifting, be prepared to vet every lead manually.

The resources mentioned in this episode are:

- Connect with Bobby on LinkedIn Here 

- Learn More About MeanPug Digital Here

Join us as we get real about agency revenue growth and outbound sales.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Can a verticalized agency get referral business from its competitors?

Believe it or not, today's guest Mike Perez made it happen. We'll get to just how he did it, but first: introductions. The founder of iLawyerMarketing has several decades of experience in law firm marketing and SEO. 

Mike sits down with Corey to recount the story of his business from the early days working at one of the largest law firm marketing shops to founding his own agency all the way to getting successfully acquired.

With some employees boasting impressive tenures of 10-15 years, Mike also delves into how he’s built that stickiness as an employer. He takes us back to the late 90s, when he began his career, initially working on client SEO on the side, before venturing into the legal marketing space. 

The episode topics cover company culture, verticalization, and typical milestones of an eight figure agency business. And, as promised, Mike shares how he’s built relationships with competitors that send business his way.

Here’s what Corey and Mike touch on in this episode:

• Early days of shaping a verticalized business.
• How the agency grew even during recessions.
• Getting referrals from the competition (yes, really).
• How to get acquired as an agency.
• Hiring and what Mike is currently recruiting for.

Here are some actionable key takeaways for agency founders:

• Due diligence is a beast and can take time, get your books in order!
• If you’re branching out on your own, find a new territory to own and sell to.
• Don’t be shy to ask your clients to refer you to their network. 
• Content writers need to have deep vertical knowledge.

The resources mentioned in this episode are:

- Connect with Mike on LinkedIn Here 

- Learn More About iLawyerMarketing Here

Join us as we dive into the sprawling journey of a successful law firm marketing agency.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

When it comes to sales, “Founders aren’t important.”

Provocative, yes. But hear today’s guest out. Rory Clark is a sales expert who has trained over 15,000 executives across 30 countries and has a revolutionary system in place to transform sales organizations.

What’s more, Rory has actually trained Corey back at Scorpion. Now, the duo gets back together to discuss Rory’s proprietary Focus Selling system. You’ll need to listen for the full scoop but in short, Focus Selling is a groundbreaking customer development methodology that leans into human psychology spiced up with a rigorous system of approaching the sales process. In other words, this episode will unpack what salespeople need to master to open new opportunities, understand their prospects, and draft winning proposals consistently.

This episode is a must-listen for any agency owner (or seller) struggling to drive growth from outbound sales. With engaging examples, anecdotes, and stories, Rory shares golden nuggets of wisdom from his career spanning over three decades.

Here’s what Corey and Rory cover in this episode:

• Rory’s Focus Selling System and the five key areas salespeople need to master.
• The different social styles of people and how to appeal to them.
• How to connect with prospects and make them feel heard.
• Shift to discuss the prospect’s ideal future state and how to remove obstacles.

Here are some actionable key takeaways for agency founders:

•  You need a system and a process for sales engagement.
• Founders are technicians but to manage teams, you have to be entrepreneurial.
• If a salesperson can’t start a sale, they can’t finish it, either.
• Make people feel heard and understood in the sales process.
• Proposals need to communicate both the ROI and the cost of inaction.

 The resources mentioned in this episode are:

- Connect with Rory on LinkedIn Here

- Email Rory at roryjclark@aol.com

- Learn More About Focus Selling Here

Join us as we dive into the sprawling journey of a successful law firm marketing agency.

 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

More content from Corey:

Corey’s Website: https://www.coreyquinn.com

Corey’s Daily Tips: https://www.coreyquinn.com/blog 

Podcast Website: https://www.coreyquinn.com/podcasts/the-vertical-go-to-market-podcast/ 

Podcast YouTube Channel: https://youtube.com/@coreyquinninc?sub_confirmation=1 

This episode was produced and brought to you by Reignite Media.

#gotomarket #businessniche #advertising #marketingpodcast #agencylife

When should agency owners consider selling their business? What are buyers looking for? What’s the market like in 2023?

Buckle up, because today’s guest, Jonathan Baker has the answers. As the Practice Lead for Mergers and Acquisitions at Punctuation (formerly, David C. Baker), Jonathan knows a thing (or ten!) about what it takes to successfully close a deal in this market, and in the agency landscape overall.

Interestingly, Jonathan has experience in selling his own business, having gone through the process with his brewery company that today boasts multiple locations and close to 200 employees.

So, what’s brewing with M&A? While it’s been a challenging year for many agency owners and deal flow has slowed down massively, there will always be buyers on the market looking to complement their offering with specialized services.

This episode dives into topics like positioning and specialization, the emotional side of selling your darling, and why you should continue to act as if you weren’t selling even if you were in the process.

Here’s what Corey and Jonathan cover in this episode:

• The state of agency M&A this year.
• When agency owners should consider selling.
• How agency valuations are formed.
• What buyers are looking for and who’s buying.
• Who should be involved from your team in M&A talks.

Here are some actionable key takeaways for agency founders:

• If you don’t have it in you to grow your business further, perhaps it’s time for M&A.
• M&A can be a growth lever to get access to systems and perks of a larger firm.
• Strong positioning, client focus, and solid processes make you more attractive for M&A.
• A specific expertise can help get you acquired by generalist agencies.
• Don’t share too much too early internally because things can change dramatically.

The resources mentioned in this episode are:

- Connect with Jonathan on LinkedIn Here

- Learn About Punctuation Here

- Check out the MYOB Conference Here

Join us as we explore the ropes of agency M&A.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

When it comes to the agency world, there are many niches to cater to - but who would have thought fabric and yarn could net close to a seven-figure business?

Leanne Pressly, that’s who. 

The agency founder and CEO of Stitchcraft has, according to her own words, spent a small mortgage on sewing equipment, so offering marketing services to fabric, yarn, and craft companies was a no-brainer.

Since 2009, this Colorado-based, full-service marketing agency has been serving crafting companies all over the US. While the team is nimble, comprising six employees and a few contractors, Stitchcraft serves over 40 retainer clients in the craft industry, and is growing.

Leanne joins the show to share how her agency, which impressively owns 2% of its market share, came to be, and how she gets things done.

Leanne is a prolific speaker and has leveraged this skill to build domain authority in her space, a strategy that has netted her awareness and new business alike. What’s more, Leanne has built a bespoke consulting program to attract clients that aren’t ready to buy retainer services just yet. Impressively, that program ultimately converts 100% of its participants into clients.

She joins the show to share her learnings in thought leadership, and how to lean into original research to produce compelling outbound messaging that converts.

Here’s what Corey and Leanne talk about in this episode:

• Transitioning a side hustle into a full-time business.
• How Leanne initially grew her agency through her network and through trade shows.
• How sales and prospecting evolved from the early years to today.
• How investing in thought leadership drives speaking opportunities, and ultimately, sales.
• Tips and tricks to creating original thought leadership.

Here are some actionable key takeaways for agency founders:

• Name your ICP and persona to really understand who you are serving.
• Sometimes, offering a trial for free can help bring in new clients.
• As a founder, be ready to do a lot of the prospecting yourself starting out.
• Establishing yourself as a thought leader opens doors to more industry visibility.
• Original research is the best way to build domain authority.

The resources mentioned in this episode are:

- Connect with Leanne on LinkedIn Here

- Learn About Stitchcraft Marketing Here

- Listen to Leanne’s Podcast, Business of Craft, Here

Join us as we dissect what it takes to thrive in a business niche.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Can you pivot a niche agency business into consulting?

Let’s hear it from Joseph Hughes, an entrepreneur and founder who has successfully built a marketing training company from the legacy of a construction marketing agency he started all the way back in 2013. 

After working his way up into the office of his family’s construction business (that has been around for over 100 years), he decided to carve out a path of his own while still staying in the lane his family had built by offering marketing services to construction companies. 

Joseph quickly discovered a niche within the construction niche, and narrowed down his offering to serve roofing businesses.

In this episode, Corey is joined by Joseph to discuss verticalization and his experience building and scaling niche coaching services through his agency-turned-consulting-business, Contractor Dynamics. The company has over 60 clients all across North America who turn to Joseph and his 12-person team to learn the ropes of digital marketing, and more specifically, a signature, year long marketing training program.

As the visionary behind the company, Joseph spends his days deeply entrenched in the culture and marketing side of the business. But, he did not start out offering training services. Joseph actually found his way to coaching by initially offering marketing services as an agency from 2013 until 2018. 

The turning point for the company came when they noticed that clients who were thriving were benefiting from a more consultative point-of-view, especially as social and video content was on the rise. So, Joseph and his team tested selling a training program offering in 2019 and made the full switch in 2020. They never looked back.

Here’s what Corey and Joseph discuss:

• How a Facebook group turned into a bonafide business.
• How to test out new offerings before scaling them.
• What Contractor Dynamics’ current marketing training consists of.
• How niching down helps templatize offerings.
• What drives businesses to realize they need help with marketing.

Here are some actionable key takeaways for company founders:

• If your business sells high-ticket services, small tweaks can make a massive impact on revenue.
• Find patterns in your clientele and revenue to distinguish repeatable business.
• Niches (like roofing) that can scale their business easily have more potential as a target vertical.
• Putting out more content can shift market perceptions positively.
• If you delegate well, you can work on the business, not in the business. 

The resources mentioned in this episode are:

- Connect with Joseph on LinkedIn Here

- Learn About Contractor Dynamics Here

Join us as we build up a case for marketing training in a verticalized niche.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Are you ready to learn from a niche agency that quickly went from 0 to 200+ SaaS website design clients?

What’s more, Rhami Aboud’s SaaS marketing agency now hits seven figures annually. Businesses flock to Aboud’s agency, Arch Web Design, to reimagine their websites into revenue machines. Typically, their clients see 2-3X growth in website sales after working with Rhami’s ten-person team.

How? 

A well-optimized website is a game-changer in attracting new users while helping retain existing customers.

Rhami joins Corey to share the story behind his agency and how he decided to verticalize his offering to cater SaaS companies exclusively. Rhami has had an illustrious life. He transitioned from living a digital nomad life traveling the world as a freelance web developer and designer to becoming the CEO and Founder of Arch Web Design right at the onset of the Covid-19 pandemic.

Fast-forward to today, Rhami’s business is thriving and growing steadily. In today’s episode, he takes us through the evolution of his web design business, shares how he is stepping out of his comfort zone, and what his approach to agency leadership is.

Here’s what Corey and Rhami discuss:

• How Rhami started his business and eventually niched down to SaaS.
• Driving lead flow and tactics Rhami recommends to everyone.
• Successes and challenges around agency sales.
• Killer offers and how they tie into website design. 

Here are some actionable key takeaways for agency founders and SaaS leaders:

• Sales is not a natural talent but a skill you can learn if you work hard at it.
• Niching down can actually increase lead flow.
• SEO is a foundational driver of leads for marketing services.
• Your website can attract traffic but if you’re not converting, the site is not representing your offering.

The resources mentioned in this episode are:

- Connect with Rhami on LinkedIn Here

- Learn About Arch Web Design  Here

- Follow Rhami on Instagram @Rami_AX

Join us for a deep dive into the world of SaaS revenue growth and web design.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

How do you use relationships to build trust in agency sales? 

Let’s bring on today’s guest, Dan Englander, to answer the question. In addition to authoring a book titled Relationship Sales at Scale, Dan is an expert in helping agencies grow through relationships. 

He runs Sales Schema, a boutique sales company he founded in 2014, which leans into leveraging relationships to grow trust in the sales process. And, the proof is in the pudding. Firms that use Dan’s relationship-based approach see 5-10x ROI, on average.

According to Dan, the first step of building a high-converting and predictable pipeline begins and ends with tasteful and targeted outreach. 

Today, it’s easy for a B2B company or agency to get swept away by all the sales tools, technology, and automation available. The reality is that people respond far better to an approach that leans on a human touch and shared commonalities instead of mindless optimization.

Dan joins the show to share what he’s learned generating millions of dollars in revenue for 100s of clients with his relationship-based approach to business development. He shares exactly how and when to leverage common ground and your network to make personal connections that convert.

Here’s what Corey and Dan discuss in this episode:

- Challenges around converting in the sales funnel.

- Leaning into relationships to open doors to prospects.

- List-building best practices.

- How to be specific with your ICP.

Here are some actionable key takeaways for agency founders:

- Referrals can get you from zero to one but not beyond.

- If you’re not converting top-of-funnel, it’s usually a case of lack of trust.

- Automation isn’t compelling, relationships are.

- Anyone can do outreach, not just the CEO.

- When it comes to list-building, less is more.

- How to systematize relationship sales.

The resources mentioned in this episode are:

- Connect with Dan on LinkedIn Here

- Learn More About Sales Schema Here

- Get the book Relationship Sales at Scale Here

Join us as we dive into relationship-fueled agency sales with Dan Englander.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

What’s the key to growing a healthcare niche marketing agency?

If you ask today’s guest, Stewart Gandolf, the answer is quite simple. It’s all about deep domain expertise. But simple doesn’t mean easy, and in this episode, we break down just how Stewart built his expertise - and his agency.

Founded in 2006, Healthcare Success is a 40-person agency that today works with multi-location healthcare providers from medical specialty to dental offices, as well as health systems providers and medical device companies.

Stewart shares his story, going from working at agency giants like JWT to founding his own shop in 2006, immediately skyrocketing to the top of Google search results, and what ensued after.

If you leave with one takeaway after listening to this episode, it is that winning agency leaders understand their niche at a deep level. When it comes to medical knowledge in the healthcare industry, there’s no such thing as winging it. Stewart’s success has stemmed from being able to truly act as the healthcare marketing expert his clients can trust.

Aside from expertise, what makes Healthcare Success unique as an agency is that Stewart hasn’t built it to follow the same path many others are on; their philosophy isn’t about scaling the business at all costs, so they are able to offer more flexible service to their clients.

This episode dives into topics like communicating expertise, evolving your agency business to serve larger clients, and why passion in any given industry makes for a great hire.

Here’s what Corey and Stewart discuss in this episode:

• What it means to be a leader, the good and the bad.
• How he bootstrapped his agency by driving business with SEO.
• How Stewart’s team was doing content marketing before it was popular.
• How to communicate true expertise in a niche, and why achieving it is not easy.
• How to add value to your clients outside of your core offering.

Here are some actionable key takeaways for agency founders:

• Asking insightful questions can double as credentials.
• Everybody wants expertise but not everybody wants to pay for it.
• The bigger the client company, the more sophisticated service you need to deliver.
• Niches are small, so reputation is everything for an agency.
• Figure out a repeatable process to sell to not start from scratch every time.

The resources mentioned in this episode are:

- Connect with Stewart on LinkedIn Here

- Learn About Healthcare Success Here

- Subscribe to Stewart’s Newsletter Here

Join us as we discuss healthcare marketing and verticalized agencies as a whole.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Are events the secret sauce to scaling your agency?

If you ask SMB Team’s CEO Bill Hauser, events can take you beyond where you even dreamed of. But it’s not easy. In fact, there are only a handful of agencies that have mastered scaling their business through events.

SMB Team is an 8 (soon to be 9) figure agency that offers law firms marketing, intake, CFO and business coaching services. He joins the show to break down how his agency leverages events to accelerate its growth.

What’s more, the conversation’s never surface level with Bill. So, let’s dive in.

He shares how he approaches leadership, spending well over half a million annually on executive coaching services for his personal growth. Sounds like a lot, but to Bill, it’s an essential investment into ensuring he can set SMB Team up for success and show up every single day.

Corey and Bill touch upon what success means and why success without fulfillment is the ultimate failure; just like many entrepreneurs and founders, Bill is extremely competitive, but you need to find what motivates and drives you beyond winning deals and growing revenue.

Bill breaks down exactly how he got his company to shift from being perceived as a commodity to a verticalized expert and how any entrepreneur can turn their skillset into an unfair advantage.

This episode dives into topics like verticalization, executive coaching and leadership, and why you should set extreme goals without fear.

Here’s what Corey and Bill cover in this episode:

• Why executive coaching is a non-negotiable for Bill.
• Why vision setting is an essential leadership task for company growth.
• How to differentiate yourself if you’re being commoditized in the market.
• What marketing tactics helped SMB Team grow; specifically, event-led growth
• Listening to feedback and why it matters, and other business growth best practices.

Here are some actionable key takeaways for agency founders:

• If you lead a company, you need to be a stellar communicator to lead effectively.
• Verticalization requires emotional discipline but allows you to cut through clutter faster.
• Turn early successes into social proof and sell it.
• Bringing your authentic self to marketing is a powerful tool to convert people.
• 10x your goals to get where you want to be.

The resources mentioned in this episode are:

• Connect with Bill on LinkedIn Here
• Learn About SMB Team Here
  
  

Join us as we explore how to scale a successful verticalized business across offerings.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“If you think about it, there really is an association for everything.”

This was the founding insight for today’s guest, Brad Gillum, who found a niche providing marketing services to membership-based companies and professional associations.

Brad’s company, Willow Marketing, has been in business for over thirty years. However, it did not start out offering marketing services. 

In fact, his agency originally provided product and sales training for Philips (the technology giant). When the economy dipped, their brand trimmed its marketing team, and that provided an opening for Brad’s agency to step in and offer outsourced services. And that path eventually took them to win more clients of similar scope.

Today, Willow mainly serves associations and member-based organizations, and about 60% of their business comes from this niche. They help associations with member recruitment, member engagement, and attrition with full-service marketing offerings.

In this episode, Corey and Brad dive into the genesis of his agency, the trials and tribulations along the decades, and most importantly, we get to extract a nugget of wisdom or two on building verticalized agencies.

Here’s what Corey and Brad cover in this episode:

- Going from a generalist offering to a verticalized business.

- How the economic downturn in the 90s pushed Brad to find his niche.

- What it is like to serve a niche that isn’t competing against each other.

- How thought leadership and events helped Willow cement their footing in his vertical.

- How to leverage your current expertise to open a new vertical.

Here are some actionable key takeaways for agency founders:

- If you’re burning the candle at both ends, it’s time to re-evaluate your business model.

- Seek out advice from those who’ve done it before.

- Branching out to a secondary niche is an investment and can take years to complete.

- C-level should be doing the selling at a niche agency.

The resources mentioned in this episode are:

- Connect with Brad on LinkedIn Here

- Learn About Willow Here

- Connect with Brad via Email: brad@willowmarketing.com

Join us as we dive into the world of association and membership marketing.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“You have no idea how competitive the dental marketing niche is…”

We have a feeling that today’s guest, Xaña Winans, Founder of Golden Proportions Marketing, is about to tell us all about the quirks of her niche (and we can’t wait to dive into this vertical!).

Xaña is married to a dentist herself, and wanted to support her spouse starting out. Long story short, the agency was founded in Pennsylvania some 23 years ago. Golden Proportions Marketing today employs a team of 23, working with around 350 dentists, making around $3.5 million annually. 

Xaña is incredibly numbers-oriented, and she goes by the motto “Follow the profits first.” It’s indeed fascinating to hear about her process from testing out new verticals to understanding when to call it for a new project or a venture. In this episode, she’ll take you through the various stages of her agency, the evolution of their offerings, sales approach, and how she leverages speaking engagements to drive leads.

Here’s what Corey and Xaña cover in this episode:

• Learning from your mistakes and when to call it.
• How to add new service lines and the best way to test them.
• Why custom offerings work for Xaña’s agency.
• How to weave in account strategists into sales workflows.
• Why it’s better to hire based off of expertise and teach the vertical versus vice versa.

Here are some actionable key takeaways for agency founders:

• Looking to branch out to another vertical? Be prepared to give it your all.
• For new recurring revenue products, test them out first for free to learn and adjust.
• Let the numbers tell you when it’s time to hire sales.
• A qualified lead is a potential client whose expectations align with what you can deliver.
• When it comes to industry events, bigger isn’t always better for driving leads.

The resources mentioned in this episode are:

• Connect with Xaña on LinkedIn Here: https://tinyurl.com/xanawinans 
• Learn About Xaña’s Company Here: https://tinyurl.com/goldenproportionsmarketing    

Join us as we discuss a three-decade long journey in the dental marketing niche.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"It's like dating — every conference, every touchpoint, you're building a level of trust that culminates in a powerful, long-term relationship." 

If you ask Seth Price, The Founder of BluShark Digital, being a successful verticalized agency is all about relationships by showing up in your industry consistently. That’s the strategy he leaned on when he took an internal marketing team and turned it into a powerhouse that today represents hundreds of law firms. 

In this episode, Seth shares a wealth of examples of how he built his agency’s name in the legal industry, both through digital content marketing like podcasts and in-person appearances at industry conferences.
To boil it down to a single point, becoming a trusted figurehead is all about perception, networking, and relationships. And Seth has the approach tailored down to a T - Listen to learn how you can do it, too!

Here’s what Corey and Seth cover in this episode:

• Why successful agencies operate on systems
• Different verticals may share similar problems but care about different things
• How to show up in your industry consistently
• How to position yourself as a vertical thought leader and ideal channels to make it happen
• Sales: what works, what doesn’t, and experiences in outbound

Here are some actionable key takeaways for agency founders:

• Don’t dabble; Deep vertical knowledge is non-negotiable
• Repetition builds awareness, also in conference attendance and speaking
• Podcasts aren’t just for content, use them to build your network
• People love talking about themselves; use it to grow affinity
• Manage expectations as services like SEO can take 9+ months to show clients ROI

The resources mentioned in this episode are:

• Connect with Seth on LinkedIn Here
• Learn About Seth’s Company Here

Join Corey and Seth as they cover everything from relationship-building to thought leadership and agency sales in a verticalized environment.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

How do you sell agency services with authority?

Now that’s a million-dollar question. Luckily, today’s guest has the answers. Let’s welcome to the show Stephen Woessner, Founder and CEO of Predictive ROI and a bestselling author, to discuss content marketing, agency sales, and so much more.

Back to the question; Stephen explains on the show that building niche authority takes a recipe of getting really clear on your vertical, honing in on your point of view, and delivering all of that consistently through content marketing.

In this episode, Corey and Stephen discuss content programs, how agencies should divide their output between cornerstone content and cobblestone content to maximize distribution and reach, and why so many agencies dive head-first into content programs that quickly fizzle out.

Stephen believes that most agencies go about business development in the least effective, most painful way. His methodology, Selling with Authority, offers agency leaders a better way to approach and organize their sales efforts. 

Listen to the full show to learn just how.

Corey and Jonathan discuss:

• How content builds authority.
• What the recipe for successful content marketing looks like.
• Notes on defining a niche.
• Build a unique POV showing you care about your industry beyond selling services. 

Here are some actionable key takeaways for agency founders:

• Building authority in a niche takes years to accrue.
• You sell more of your smarts as opposed to deliverables.
• Repurpose your cornerstone content into social media posts, checklists, emails, and so on.
• Master one content channel before moving on to the next.

This episode covers topics like agency content marketing, defining your niche, and driving sales at an agency.

The resources mentioned in this episode are:

- Connect with Stephen on LinkedIn Here

- Learn About Predictive ROI Here

- Listen to Sell With Authority Here

Join us for a goldmine of lessons in verticalized agency revenue growth.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“Marketing really is your greatest sales enablement tool.” 

The question is, are you spending enough on marketing to impact growth? How much even IS enough for a digital agency? Luckily for you, today’s guest comes equipped with answers to all of these and so much more. 

Meet Jon Morris, Multipreneur, Founder and CEO of EngineBI. He joins the show to bridge the gap between marketing, sales, and consistent agency revenue. His newest venture helps agencies scale their growth through solid financial infrastructure and strategic funds allocations, so there isn’t a better person to talk agency numbers with!

Having sold his previous business back in 2020, Jon also sheds light into topics like mergers and acquisitions to share what typical buyers look for, and how agency owners can position their business for a potential sale.

Finally, let’s give the audience a little teaser of what’s in store if you listen to Jon’s wisdom. 

“There are only three agency metrics that matter; you need to be growing faster on a year-over-year basis, increase your profit as a percentage of revenue, and grow your cash relative to monthly overhead.”

Here’s what Corey and Jon cover:

• How sometimes referrals might not be the right size fit and what to do about it.
• How to approach hiring sales based on what kind of skills you need in the team.
• Why vertical marketing strategy is a must for attracting business.
• What percentage of revenue you need to spend on marketing and sales.
• Financial basics agencies need to understand and track.

Here are some actionable key takeaways for agency founders:

• Partner with friendly companies that complement your business to drive referrals.
• Grow your minimums to make more revenue without having to take on lots of new clients.
• Think of what you can offer of value to your prospects rather than asking for a meeting.
• If you’re looking to get acquired, think of how you can show your revenue multiple potential.
• Build a system of tracking key revenue and financial metrics to maintain a healthy business. 

This episode covers topics like M&A, revenue growth, agency marketing, and agency financials.

The resources mentioned in this episode are:

• - Connect with Jon on LinkedIn Here
• - Learn About EngineBI Here
• - Download EngineBI’s Financial Planning eBook Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“We've maintained a vertical focus throughout the 20-year history of the agency, it has been part of the secret of our success.” - Erik Clausen, Managing Partner at CG Life

Wondering how to achieve sustained success in a competitive market? Look no further than Erik Clausen, Managing Partner of CG Life, a longstanding life sciences and healthcare communications agency.

Erik joins the show to reveal the secrets behind his agency's incredible journey, with a special emphasis on the power of a vertical focus. In this episode, he shares his insights on topics like maintaining a vertical focus, even when faced with the temptation to diversify.

Corey and Erik explore growth through relationships, and how CG Life prioritizes building genuine relationships with clients to earn trust and cultivate long-term partnerships instead of focusing solely on sales.

They dissect how CG Life attracts new clients, and specifically, how content marketing, thought leadership, and industry involvement plays into the mix.

Tune in to learn from Erik Clausen, a seasoned leader in life sciences and healthcare communications.

Here’s what Corey and Erik explore in this episode:

• Erik’s leap from PR in politics to life sciences.
• What Erik finds enjoyable about working with early-stage companies.
• How vertical influencers play a role in business development.
• How to turn relationships into revenue.
• Why Eric’s company does not cold call potential clients.

Here are some actionable key takeaways for agency founders:

If you have deep vertical experience, that also helps unlock adjacent markets.

The best agencies balance technical and human in their work.

Be ready to walk away from lucrative contracts if they veer off your core vertical.

Your reputation is your business card; do what you can to nurture it.

The resources mentioned in this episode are:

- Connect with Erik on LinkedIn Here

- Learn About CG Life Here

Join us as we take a peek into the world of marketing life sciences.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“Marketing is about to get a lot more fun.”

If you ask today’s guest, marketing has been extremely stagnant for the past decade and a half. AI is here to change it all for the better, and more entertaining, too!

This episode blasts you into the marketing future with The President of DigitalMarketer, author, and entrepreneur Mark de Grasse.

Get ready to crack the code on the three forces shaping tomorrow's marketing landscape: the AI revolution, brand building, and how disruptive technologies will completely shift our experiences as consumers and as marketers. What will that look like, exactly? Tune into the episode to find out, but here’s a hint: events will never look the same.

More than just predictions, this episode is your playbook for thriving in the ever-evolving marketing landscape. Mark shares actionable insights, dispels common myths, and throws in an array of real-life examples to illustrate his insights.

Ready to decode the future and leave your competitors in the dust? Tune in and join Mark and Corey for an episode of future-gazing (with the chops to back it up).

Here’s what Corey and Mark cover in this episode:

• Content marketing and AI’s role in breaking bottlenecks.
• The concept of brand avatars and how they help with marketing.
• How to get more consistent outcomes by training agency teams on AI.
• How in-person events will be impacted by AI and innovations in translation/communication.
• Why prompt formulation is becoming an extremely valuable skill in marketing.

Here are some actionable key takeaways for agency founders:

• Business owners should be making content, but you need a system to run it sustainably.
• AI is a content tool, and if you’re afraid of it, you’re not very confident in what you do.
• AI will unlock strategy and innovation by automating lower-value tasks.
• Marketing is about to get a lot more fun with all the opportunities AI and VR/AR will bring about.
• Start using AI in everything and get proficient in prompt formulation.

The resources mentioned in this episode are:

- Connect with Mark on LinkedIn Here

- Learn About DigitalMarketer Here

Join us as we decode AI in marketing and agency leadership.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The days of the generalist marketing agency are over." 

It’s a provocative take, but hear today’s guest out. Because if anyone knows what they’re talking about, it’s Allan Dib.

Allan is the author of The 1-Page Marketing Plan, a bestselling book that industry experts call the business bible and a game changer. The Huffington Post named it one of the 10 best marketing books for small business owners, and universities across America use it as a modern-day textbook. And now, we have Allan on to break down his approach to marketing.

Long before it became a book, The 1-Page Marketing Plan was a framework Allan leaned on working with companies across industries like telco, marketing, and IT. The premise of it is that you can draft a marketing strategy in 30 minutes, or less.

Allan joins Corey to down his process and approach to marketing, how to find audiences that are willing to pay a premium for your services, and how to deliver a world-class customer experience. 

Allan also shares his approach to stimulating referrals that grow your agency with high-quality leads, and why the best-marketed agency will win the business in 2024.

Here’s what Corey and Allan cover in this episode:

• How to simplify marketing planning.
• Why increasing customer lifetime value is paramount.
• Why specializing in one area means less unique work per client.
• How to craft an irresistible offer people feel dumb saying no to.
• Which bases agencies should cover in their marketing.

Here are some actionable key takeaways for agency founders:

• Narrowing down your target market may feel counterintuitive, but it’s better for your business.
• The days of being a generalist agency are over.
• Specializing in one area means less unique work per client.
• Spend time with your prospects to understand their challenges deeply.
• Dominate one channel your prospects are on, then expand to others.

The resources mentioned in this episode are:

• Connect with Allan on Linkedin Here 
• Learn More About Succeswise Here
• Check out Allan's book "The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd"

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“Work on yourself, what got you here is not going to get you there.” – Jeff Spanbauer, Founder of Relevate Health.

Today’s guest is the Founder and Chairman of Relevate Health, an eight-figure, nearly two-decade-old agency that serves pharmaceutical and medical device brands. 

So, how did he build a thriving, data-driven agency in the pharmaceutical niche? 

The usuals: deep vertical expertise, early referrals, and savvy positioning, sure, but what really sets Jeff (and this episode) apart is his focus on self-betterment as a leader, company culture, and using purpose as a bedrock for his company.

Jeff shares how he went from founding the company in 2007, the ups and downs along the way, and how they got to where they are now, a successful agency with over 200 employees. 

Corey and Jeff dive into topics like self-development as a leader, fostering open communication among employees, and productizing verticalized services.

Tune in for a look into:

• Starting an agency in the pharmaceutical space.
• How a patent became a marketing campaign.
• Lead generation through networking and the early days of the agency.
• How to tell if there is a culture problem in your organization.
• Productized services and how to use them to differentiate.

Here are some actionable key takeaways for agency founders:

• Culture and core values generate growth through good work.
• Leaders need to practice transparency even in tough times.
• Find processes in your organization that facilitate better communication.
• Purpose gives employees a reason to come to work every day.
• Don’t be afraid to say no to business, narrowing down is essential if you verticalize.

The resources mentioned in this episode are:

• Connect with Jeff on Linkedin Here
• Learn More About Relevate Health  Here.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“Pick a niche and then find a niche within the niche.” – Adam Turinas, Founder of Healthlaunchpad.

Today’s "Vertical-Go-To Market" guest is the Founder and CEO of Healthlaunchpad, a company that specializes in account-based marketing and marketing-as-a-service in the healthcare technology vertical.

Adam knows how to keep things niche, and moreover, how to differentiate your offering to a point that your only competitor is the client’s marketing organization itself.

Having racked up decades of experience in the traditional and digital agency business, and a successful stint founding and selling a healthcare software firm, Adam returned to his agency roots to build his current business, Healthlaunchpad.

In 2020, the onset of the pandemic forced Adam to take a predominantly content-led approach to marketing. In this episode, Adam details how that journey propelled a whole new business in his niche, and how he built his proprietary approach, the four-corner marketing strategy that leans on content, SEO, social media, and partnerships.

Tune in for a look into:

• Account-based marketing.
• Selling in a complex niche.
• Expanding services beyond marketing.
• Growth through partnership referrals.
• Wins and challenges in agency sales.

Here are some actionable key takeaways for agency founders:

• Expand your revenue from your existing client base.
• Beyond marketing, think what other problems you could help solve through services.
• Hire sales with complementary and unique skill sets for long-term success.
• There are two-ways to specialize: industry and services.

The resources mentioned in this episode are:

• Connect with Adam on Linkedin Here
• Learn More About Healthlaunchpad  Here.

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“It was like the universe was telling me what I needed to do was EOS.” – Justin Mink, a Certified EOS Implementer

Today’s guest is Justin Mink, a certified Entrepreneurial Operating System Implementer. In a nutshell, The EOS system is a leadership framework businesses lean on to codify their vision, drive team alignment, and meet goals by using a toolbox of processes. 

Justin joins the show to share his fascinating journey into solopreneurship, overcoming health challenges, and how EOS impacts his life in and outside of work. In this episode, you’ll also get a peek inside the early days of his practice, and how Justin leveraged content marketing on LinkedIn to build trust in the sales process.

Justin and Corey discuss the benefits of the system, how Justin built his EOS consultancy around the franchise vertical, and how the practice itself improves his life and relationships outside of the professional world.

Here’s what Corey and Justin cover in this episode:

• Justin’s journey to becoming an EOS implementer.
• Overcoming personal challenges as an entrepreneur.
• Pivoting from a CMO role to franchisee.
• How Justin scaled his EOS consulting business by focusing on the Franchise vertical.

Here are some actionable key takeaways for agency founders:

• Use Linkedin thought leadership to build trust.
• Turn content creation into a morning ritual.
• If you’re stuck or hitting ceilings, consider EOS to break through.
• Understand what kind of leader you are to operate at your highest level.

The resources mentioned in this episode are:

• Connect with Justin on Linkedin Here
• See Justin’s website Here
• Learn more about EOS Worldwide Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

How do you keep serving your vertical when it goes into freefall?

Today’s guest not only overcame the challenge during the pandemic, but emerged driving 40% year-over-year growth. Nicole Mahoney, the Founder of Break The Ice Media, tackled the difficulty of scaling by serving her vertical even when facing a dramatic downturn.

Break The Ice Media, a company Nicole proudly calls an “un-agency”, serves companies in the travel, tourism, and hospitality sectors. Today, the agency makes $2 million in topline revenue with 13 full-time employees.

Nicole and Corey sit down to discuss her journey of transforming a generalist shop into a travel marketing agency, and how her podcast, Destination on the Left, played a pivotal role in getting Nicole in front of new audiences and prospects to share her unique point of view on the industry.

Tune in for an inspiring conversation with insights and ideas you can apply to grow your verticalized business and provide true value to your niche.

Here’s what Corey and Nicole cover in this episode:

• What Nicole’s learned on niching down in her 15 years in business.
• Why Nicole chose travel and tourism as her niche.
• How to attract and recognize right fit clients.
• Agency resources she turned to, and what to do if you’re struggling with scaling.

Here are some actionable key takeaways for agency founders:

• Don’t dilute your offering by serving too many industries.
• Follow your natural passion when verticalizing.
• Identify your ideal client budget that grows your agency without swallowing it.
• Serve your vertical with deeper purpose than just business.

The resources mentioned in this episode are:

• Connect with Nicole on Linkedin Here
• Listen to Nicole’s podcast Here
• Get Nicole’s book Stronger Together

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"We're a-get-sh*t-done workhorse agency. We're not sitting around wasting a bunch of their money and time on fluff.” – Tim Brown

Today’s guest has a no-frills approach to the agency he’s been building for the past seven years. 

And you know what? It works. 

With 29 employees and on track to driving six million in annual revenue in 2024, Tim Brown’s agency, Hook, is a masterclass in a hyper-verticalized business.

Starting out as more of a generalist, Tim first niched down in 2021 to only serve contractors, moving finally to target only roofers between five and 15 employees. Now that’s not only highly specific, but also a great example of positioning for success.

Outside of verticalization, Tim joins Corey to discuss company leadership, his founder story, thought leadership, and how he is looking to bring back an element of entertainment into content marketing in the roofing niche.

This episode is a must-listen for anyone looking to really hone in on niching down, or if you’re thinking about making the jump to build your own agency full-time.

Here’s what Corey and Tim cover in this episode:

• What drove Tim to start his own shop.
• How Tim has grown the agency to an seven figure business with close to a 100 clients.
• How to snowball verticalized clients.
• How to differentiate your offering when your buyer isn’t the most knowledgeable of marketing. 

Here are some actionable key takeaways for agency founders:

• A good time to fully leap into your side hustle is when your side job surpasses your salary.
• Find mentors and people who can teach you to uplevel your business, whether that’s sales or marketing, or operations.
• Don’t look at revenue over profit when making verticalization decisions for the long run.
• Educate your industry not just for leads but to push it forward.

The resources mentioned in this episode are:

• Connect with Tim on Linkedin Here
• Learn more about Hook Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"It was a lot of brute force, cold outreach, going direct to people.” – Sam Shepler

What every agency founder knows about starting up shop, is that the reality of growth in the early days comes from simply pounding the pavement, putting in the hours, and hustling your way to success. 

Today’s guest, Sam Shepler, did just that when he founded Testimonial Hero, a global video testimonial company that helps B2B SaaS companies close more deals through video testimonials. Founded in 2017, Sam bootstrapped his now 7-figure business from the start, maintaining control all the way.

Growing mostly through cold outreach and referrals, Sam wasn’t afraid to put in the work to get his idea and agency off the ground. In this episode, he shares everything from initial tactics to hiring strategies and what roles he prioritized in the first years of Testimonial Hero.

What’s more, Corey and Sam dive into the topic of social proof, and why it is a must-have, not a nice-to-have, for marketers today. Especially in video form. And, who better to give us a lesson in building trust than the founder of a video testimonial company?

Here’s what Corey and Sam discuss in this episode:

• Going through an acqui-hire and founding a niche video agency.
• Why Sam decided to focus on video testimonials in B2B SaaS.
• Where Testimonial Hero’s early growth came from.
• How Sam landed SaaS legends like HubSpot as clients.
• Sam’s tips on leveraging social video proof in various stages of the sales process.

Here are some actionable key takeaways for agency founders:

• Verticalized messaging instantly signals a vendor-client fit.
• Gross margin is the most important part of an agency’s P&L.
• Lead with relationships when reaching out to prospects, not your sales pitch.
• Don’t compromise on talent but sometimes you need to bring in people from unconventional backgrounds.
• Social proof builds trust, trust is what brings you business.

The resources mentioned in this episode are:

• Connect with Sam on Linkedin Here
• Learn more about Testimonial Hero Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"Everything gets easier once you're a specialist in a vertical, and profitability follows.” – Sasha Berson

When it comes to niching down, nothing gives you a lesson like learning from failures and mistakes. And oftentimes, the most successful and inspirational agency leaders are the ones who don’t shy away from sharing what they did not get right the first time around. 

Sasha Berson is one of those leaders, and he joins the show for a deeply insightful conversation on what he has learned along his journey. After founding and selling his first venture, a successful brick and mortar business, Sasha found himself gravitating towards marketing, an area he saw most businesses struggle with.

That ultimately drew him to join Comrade Digital, a holding company he helped niche down from originally serving a whopping 54 verticals. Most notably, Sasha built an agency brand to solely serve the legal industry at Comrade Digital: Grow Law Firm. 

If there’s one actionable takeaway from this episode, it’s that there is no get-rich-quick scheme in the world of verticalization. You have to have patience and foresight to bring your vision to life, stay humble, and have the self-awareness to pivot when your bets aren’t paying off.

So buckle up, as Corey and Sasha break down what worked, what didn’t in driving revenue and success for Grow Law Firm. Curious for details? You’ll have to listen to the episode but we’ll give you this; it wasn’t hardcore outbound!

Here’s what Corey and Sasha discuss in this episode:

• Sasha’s journey in getting into marketing and why he was drawn to it.
• Founding a verticalized arm serving B2C lawyers within a generalist holding company.
• Failures and trials in verticalization, and what you can learn from them.
• What really works in outbound, and why many agencies get it wrong.

Here are some actionable key takeaways for agency founders:

• Research your niche thoroughly to understand whether the vertical truly holds growth potential.
• Paid advertising doesn’t necessarily bring you the highest ROI prospects, so focus on content instead.
• You need a specialized brand to bring specialized clients.
• The foundation of agency sales is a good sales tech stack, top reps, a superb list, and patience as cycles can take up to three years.

The resources mentioned in this episode are:

• Connect with Sasha on Linkedin Here
• Learn more about Grow Law Firm Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

“We started to realize that we're going to become the expert at how to use high level, unique, creative, physical goods to deepen relationships, open doors, and 10X referrals.” – John Ruhlin, Co-Founder of Giftology

You can’t talk about corporate gifting without John Ruhlin, the Co-Founder of Giftology (and author of the eponymous book), who not only reverse-engineered the idea for his company after seeing gifting strategies take place organically, but actually opted out of med school because of the success he found early on. 

He joins the show to explain, in great detail, how to leverage gifting strategies to build lasting relationships, company culture, and sales pipeline by leveraging psychology and his tried-and-tested approach.

Corey and John dive into the specifics of what makes for a good gift, how to translate the gift receiver’s profile into an effective gift (you wouldn’t give a Casio to a person wearing Rolex day-to-day), and how to personalize gifts so that they have a lasting impact in the person’s life, even becoming family heirlooms

And, it’s not just the thought and idea of the gift, but the whole experience around it; The personalization, the message, the delivery, the unexpectedness of it all. For one, John’s company never sends a gift at the same time twice. And it’s that element of surprise that really does the hard work in the process, giving you the 10x or even 100x return on that initial gift investment.

Corey and John cover everything from the psychology of gifting to breaking down the who, how, and why of a highly-converting enterprise gifting strategy.

Here’s what Corey and John discuss in this episode:

• How Cutco Knives inspired an idea for his business, and how he became one of the highest-grossing sales channels for the brand.
• The psychology of gifting and why it works in business settings.
• How to figure out what to invest in gifting.
• Examples of meaningful gifting strategies, and how it’s all about the experience.

Here are some actionable key takeaways for agency founders:

• What is the worth of your relationships? Figure out the value, and gift accordingly.
• Gifting is not transactional: you don’t give to get.
• It’s not about the value of the gift but how it ties into the receiver’s core values.
• Use gifting as a way to show up when you’re not having face-to-face with your relationships

The resources mentioned in this episode are:

• Connect with John on Linkedin Here
• Learn more about Giftology Group Here
  
  

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"You have to go slow to go fast." Damon Burton, Founder and President of SEO National.

It’s not only a catchy saying, it’s true in many facets of building a verticalized business. And who better to dive into the long-tail of agency building than a founder who’s built a seven-figure business over 17 years? 

Damon joins the show to recount his founding journey from the beginning, which wasn’t devoid of twists, turns, and even FTC raids (although, it wasn’t his business that got raided!). 

What’s unique about Damon’s company today is that it boasts over 80 clients across varied verticals: travel, software, hospitality, medical, professional sports, and more. So it’s not our usual VGTM episode.

But, starting out, it was a gradual growth story. 

Tune in to hear how Damon went from delivering landing page designs to building a fully-bloomed business on the side, and how the company evolved from a one-man show to an agency with solid processes and systems involving a mix of offshoring and local talent.

Here’s what Corey and Damon cover in this episode:

- How Damon built his seven-figure business from a side hustle, and without paid advertising!

- Transitioning from a hands-on leadership role to onboarding a COO.

- The kind of challenges come with different phases of scaling an agency.

- Why Damon did not niche down.

Here are some actionable key takeaways for agency founders:

- Don’t be afraid to walk away from toxic people and situations; values persist, success follows.

- If you haven’t proven your value yet, find business models that are win-wins for both prospects and your bottom line.

- Recognize when it’s time to delegate as a founder so you don’t jeopardize performance.

- Document your company processes from day one to prepare for the day you need to hire more people and onboard them.

The resources mentioned in this episode are:

- Connect with Damon on Linkedin Here
- Get Damon’s SEO Book Outrank Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"Unlike other professions, there's a helping atmosphere in law. They're always networking and talking with each other." Brendan Chard, Founder of The Modern Firm.

And, it was those initial referrals that got Brendan into many of the local attorney firms in Ann Arbor some 20 years ago. Born into a family of lawyers, you could say that the legal vertical is in our guest’s blood, and he almost went to law school himself. 

But destiny had other things in mind: Brendan somewhat accidentally founded his agency, The Modern Firm, while still in college, and has been running it successfully for over 20 years. Now that’s a story worth telling on the Deep Specialization Podcast!

Brendan and Corey dive into the long journey of The Modern Firm, how it has grown from a one-man show into a 17-person strong team that still mostly grows through referrals and inbound leads, and all the management and agency leadership advice Brendan has accumulated along the way.

Here’s what we cover in this episode:

- How Brendan got into building websites for the legal vertical.

- Going from a one-man show to a team and learning to let go and delegate.

- How Brendan’s firm acquires repeat business and why lawyers are a special breed of buyers.

- Positioning your business tightly to drive inbound.

Here are some actionable key takeaways for agency founders:

- High-performing teams have leaders who also think of the career development of their teams.

- Being great at storytelling can be a great differentiation for a website agency.

- When you’re high on inbound leads, sales is more about connecting and assessing the fit.

- If you’re hiring for content and marketing, you need to look for deep vertical knowledge in the candidates.

The resources mentioned in this episode are:

- Connect with Brendan on Linkedin Here

- Check out Brendan’s firm Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"All 14 of our clients got the product. We got them onboarded and they all loved it and paid a fee to use it, which was incredible." Robin Alex, Founder of HighLevel.

Usually, it takes a long while for a B2B software product to find traction. That wasn’t the case for today’s guest, who by luck and brilliant vision found success from the get-go.

A lifelong entrepreneur, Robin joins The Deep Specialization Podcast to share his founding story, going from building companies in his dorm room to a successful exit. While his early career days were spent working for a few startups, Robin quickly realized that his technical and IT skills could be turned into services, and he started offering advertising and consulting help to small businesses.

What started as a phone call with his soon-to-be co-founders quickly evolved into a product seeing immediate success, and today, HighLevel, a company that empowers businesses to grow their businesses by generating reviews from their customers, managing their listings across 80+ sites on the web.

Robin and Corey discuss how HighLevel skyrocketed to 60,000 customers in just five years. Remarkably, Robin and his co-founders conducted onboarding calls personally well up until the 10K customer milestone, gathering feedback and insights that turned the company into a flywheel of growth, attracting a sizable outside investment in 2021.

Here’s what we cover in this episode:

• Founding story and selling to an entire room at Mastermind as a launchpad.
• What an immediate product-market fit looks like.
• Scaling a company to 60K customers, and bootstrapping much of the success.
• Taking 60M from a minority investor.

Here are some actionable key takeaways for agency founders:

• Be nimble with your sales efforts during the early days, and adjust your pitch as you go.
• Networking through authentically helping others is the best way to build lasting business relationships.
• Onboarding calls give you valuable insights to better define your ICP, sales process, and product.
• Convey a culture of service where customers truly feel like they are taken care off, and you’ll win.

The resources mentioned in this episode are:

- Connect with Robin on Linkedin Here
- Check out Robin’s firm HighLevel Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"Our philosophy at Digital Mastermind, an agency leadership group, is that a rising tide lifts all boats." –– Jon Tsourakis, Owner, Digital Mastermind Group

The agency landscape is extremely competitive across most verticals - some might prefer to gatekeep insights around best practices and growth levers to maintain an edge. That’s not the case at all for today’s guest, Jon Tsourakis. 

Jon is a long-time agency owner, entrepreneur, and a steadfast believer in the power of peer knowledge. As the owner of an agency leadership group, Jon knows that the secret sauce to success is sharing what works, what doesn’t, and how to navigate typical agency scaling challenges.

Jon joins The Deep Specialization Podcast to share everything he’s learned as an agency owner and while running the Digital Mastermind Group. This peer leadership association brings over a hundred agency owners together for support, learning, and knowledge-sharing.

Having run an agency since 2009, Jon knows a thing (or ten!) about running shop. His agency, Oyova, works with companies that earn between 2-50 million in revenue and offer web development and digital marketing services.

So what’s Jon’s secret to agency success? Get comfortable with being uncomfortable, stretch your limits, and do it within a carefully selected niche.

Here are the topics Jon and Corey cover in this episode:

• The benefits of peer groups like Digital Mastermind.
• Typical challenges agency leaders face from toxic employees to verticalization challenges.
• Jon’s journey as a website agency founder and major milestones.
• Jon’s approach to outbound and inbound, as well as the secrets to unlocking client budgets.

Here are some actionable key takeaways for agency founders:

• Smaller agencies can make faster bets on innovation, and larger agencies can learn from that.
• There’s power in sharing what works for your agency and what doesn’t; rising tides lift all boats.
• You can scale talent through partnerships, it doesn’t always need to be through hiring.
• People can sniff AI outreach a mile away, so make sure you write with intention.

The resources mentioned in this episode are:

- Connect with Jon on Linkedin Here
- Learn about Digital Mastermind Here
- Check out Jon’s firm Oyova Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔
😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: Introduction  
The Introduction of Anyone, Not Everyone sets the stage by emphasizing the significance of niche marketing for businesses. It explains how focusing on specific audiences rather than a broad market can lead to more meaningful engagement, efficient use of resources, and ultimately, greater success.
  
Episode: 1  
Chapter One of Anyone, Not Everyone illustrates the pitfalls of generalist agencies that stretch themselves thin by saying yes to too many types of clients, leading to stress and lack of progress toward growth goals. It contrasts this with the benefits of focusing on best-fit clients, who bring profitability, satisfaction, and are a natural fit for the agency's unique strengths, advocating for vertical specialization as the key to standing out and securing sustainable growth in a competitive market. 

Reminder that this is Chapter One in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.  
 
If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.  

This episode was produced by Reignite Media.

"We’ve chosen to focus. And that focus is powerful. It delivers value to the end customer. – Ron Callis Jr., CEO of One Firefly

Ron Callis Jr., is the Chief Executive Officer of One Firefly, an award-winning marketing agency that has consistently ranked in the INC 5000 list for its impressive growth.

With a laser focus on the custom integration, security, and clean tech industries, Ron brings invaluable insights into scaling a business through the power of specialization and dedicated team development.

Here's what we discuss in today's episode:

• Ron’s journey from being a tech contributor within the custom integration space, to becoming a successful marketing agency CEO within this vertical.
• How Ron escaped founder-led sales 
• The role of education and industry events in building credibility and trust.
• How One Firefly achieved consistent year-over-year revenue growth and maintained positive net profit
• One Firefly's approach to maintaining client relations and loyalty through specialization, dedication, and empathy.

Here are some actionable key takeaways for agency founders:

• Establishing a sales playbook to ensure knowledge transfer and scalability.
• Adopting business philosophies that promote team unity and client satisfaction.
• Prioritizing hiring practices that align with the agency's culture and values.
• Cultivating leadership skills that foster both personal and company growth.

As agency founders, embracing change  and investing in people—for both team members and clients—is at the heart of creating a thriving, sustainable company.

The resources mentioned in this episode are:

- Connect with Ron on Linkedin Here

- Check out One Firefly Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode 2

Chapter Two of Anyone, Not Everyone outlines six compelling benefits of becoming a vertical market specialist, drawing on the real-world transition and success of marketing agency Gorilla 76, which honed its focus on industrial manufacturing clients. 

The chapter highlights how specialization simplifies sales and marketing, improves sales confidence through deep industry knowledge, removes friction from the buying process by becoming an insider, makes agencies extraordinary by developing nuanced expertise, scales business through systematization, and accelerates word-of-mouth referrals within the networked ecosystem of a vertical market.

Reminder that this is Chapter Two in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

This episode was produced by Reignite Media.

"Acquiring a service you want to offer helps your company leapfrog years of trial and error. " – Sam Shepler, Founder of Testimonial Hero

We welcome back Sam Shepler, Founder of Testimonial Hero, a global video testimonial company that helps B2B SaaS companies close more deals through customer stories. 

After a quick recap on what Testimonial Hero does (listen to episode 55 for part one), Corey and Sam get into the topic of acquisitions. Testimonial Hero recently acquired a company named Case Study Buddy that, just as the name suggests, provides written customer content like case studies. 

Sam’s clients kept asking for case studies and written content as a service, and the fastest path to offering that at the level of quality Testimonial Hero’s clients expected was to acquire a shop that already knew the ropes. 

Beyond the acquisition, Corey and Sam also cover topics like productizing services, sales process, and leadership lessons.

Here’s what we discuss in this episode:

• Testimonial Hero’s latest acquisition of Case Study Buddy.
• The evolution from video-only to various forms of customer content.
• The various types of customer content Testimonial Hero offers.
• Agency sales challenges and how to navigate them.

Here are some actionable key takeaways for agency founders:

• Customer testimonials accelerate sales cycles because they build trust.
• Challenge your preconceived notions as a leader not to miss out on business opportunities.
• Successful M&A calls for the right timing, alignment, and mutual respect, so start building relationships early on.
• For mentorship, seek out advice from people at a level you want to reach next; people who are several years but not decades ahead of you.

The resources mentioned in this episode are:

- Connect with Sam on Linkedin Here
- Learn more about Testimonial Here

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound?  I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode 3

Chapter Three of Anyone, Not Everyone underlines the importance of careful and informed selection when choosing a vertical market to specialize in, warning that a hasty or ill-informed choice can lead to significant loss of time and potential revenue.

It encourages agency founders to use their client history data to make an educated decision and highlights the characteristics of a desirable vertical, advising to start with a generalist approach before specializing to gain a comprehensive understanding of market dynamics.

Reminder that this is Chapter Three in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy. 

This episode was produced by Reignite Media.

"What most people are trying to talk about when they talk about scale, but that's really leverage."
– Greg Hickman, Founder of AltAgency

Leverage is everything when it comes to growing a successful agency or service offering. And that’s exactly what today’s guest helps develop for his clients: Leverage to grow and develop their business to the level and direction they want to go.

This week, welcome Greg Hickman on the show. He is an industry veteran and Founder of AltAgency, a consultancy that helps agencies, service providers, and freelancers drive growth without sacrificing their nights and weekends by packaging their expertise, installing systems for growth, and leveraging automation to save time.

Greg is all about setting up systems, defining your core customer base, and productizing your offering to enable repeatable growth. What’s more, he’s throwing in a hot take or two on services (But you’ll have to listen in to learn more!).

In this episode, Greg sits down with Corey to share his philosophy to helping agency owners, breaking down the common pitfalls and challenges riddling business owners and independent consultants alike.

Here’s what we cover:

- The evolution of Greg’s company, his founder journey, and how the offering has shifted over time.

- The concept of affinity in verticalized businesses and why specialization wins.

- Greg’s take on customized offering versus productized services.

- Scaling through monetizing expertise, not just headcount.

Here are some actionable key takeaways for agency founders:

- Scaling isn’t about arriving at a destination, it’s about having a continuum where you have room for growth.

- You need to have affinity with the vertical you’re serving; empathy builds success.

- Starting out, try different things to find your sweet spot, but then narrow it down.

- Productizing services creates efficiencies, and efficiencies grow businesses.

The resources mentioned in this episode are:

- Connect with Greg on Linkedin Here

- Learn more about AltAgency Here

 

👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 4

Chapter Four of Anyone, Not Everyone emphasizes the vital role of empathy in deep specialization, likening it to the caring aspect of good parenting, essential for the long-term success of an agency. By genuinely investing in clients' businesses and industries, and offering support especially in challenging times, an agency can significantly differentiate itself from competitors, build stronger relationships, and lay the groundwork for sustainable growth and success.

Reminder that this is Chapter Four in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

This episode was produced by Reignite Media.

"We went from generalist agency to performance marketing for franchises and renovations."  – Marty Menard, President of Giant Creative

Finding success by niching down your agency focus surely isn’t a new story on this podcast, but there is a reason our guests on the show have found scalable growth through verticalization. And, each story comes with unique insights founders can tap into.

This week, we’ll hear Marty Menard's journey into specialization. He is President and Chief Business Development Officer of Giant Creative, a data-driven performance marketing agency. Marty discusses his background in sales and marketing, the agency's shift towards focusing on specific verticals, and the challenges and opportunities of working in the franchise and renovation service industries.

Marty shares anecdotes from Giant Creative's early days as a generalist agency, how they realized the benefits of specializing in performance marketing for franchise lead generation and renovations, and the success that followed. Most importantly, Corey and Marty dive into the notion of finding scalable success, how to do it, and what it means for growth.

Here’s what we cover in this episode:

- Marty’s founder journey and the first five years of the agency.

- Consumer insights and building around personas.

- Rinse and repeat service models for a scalable niche.

- Positioning a specialized agency and how to scale it.

Here are some actionable key takeaways for agency founders:

- Be careful of the scalability of new service lines, they might end up eating your margins.

- Invest in discovery when going after a new vertical, and ask if you can sell the same service over and over.

- Once your niche is clear, you need to tackle agency positioning to attract the right crowd.

- Utilization is important, but you don’t want to burn your best people out, protect them.

The resources mentioned in this episode are:

- Connect with Marty on LinkedIn Here
- Check out Martin’s company GIANT Creative Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities.
Sign up here: GetOutboundROI.com.

Episode: 5

Chapter Five of Anyone, Not Everyone introduces a four-step process for selecting the ideal vertical market for your agency, including gathering client data, identifying potential verticals, scoring them based on qualitative and quantitative factors, and finally, validating the market to ensure it can meet your business growth goals.

This systematic approach serves as both an investment and insurance policy against the costly error of choosing an unsuitable vertical, emphasizing that your personal enjoyment of the vertical and alignment with your agency’s vision are crucial for success.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

This episode was produced by Reignite Media.

"The two challenges that we see with most agencies are that they don't have a clear growth strategy nor the resources to execute it. "  – Eric Brown, Co-Founder at Blood Sweat & Tears

Most agencies initially grow through founder-led sales and tapping into leads in your network, but what is the next step? Where do agencies typically get stuck and how can they break through?

There are no better people to answer these questions than today’s guests Nora DiNuzzo and Eric Brown, Co-Founders of the agency growth consultancy Blood Sweat & Tears. Between the two, Nora and Eric have decades of experience in agency business development as well as in-house growth roles. Now, they run a successful shop helping agency leaders set and implement growth strategies.

Nora and Eric join the show to discuss their approach to agency growth, and how all agency leaders should set foundational growth strategies to inform their tactics. Perhaps counterintuitively, boiling down growth is much less about your lead generation approach and more about who you are as an agency, how you show up, and whether your audience perceives you to be an authentic player in the space.

But how do you actually take what you learn from theory into practice? Listen in to learn just how. 

Here’s what we cover in this episode:

• The Blood Sweat & Tears approach to agency growth.
• Hair-on-fire growth challenges agencies face.
• The surprising thing weighing down agencies. Hint: It’s not the clients!
• How your brand and persona comes into play when driving growth.

Here are some actionable key takeaways for agency founders:

• Selling to your network will dry out eventually, you need a growth strategy for the next phase.
• Foundational strategies always triumph over tactical growth initiatives.
• When you’ve figured out who you are, growth becomes natural.
• Get outside perspective when you’re stuck on growth.

The resources mentioned in this episode are:

• Connect with Nora on Linkedin Here
• Connect with Eric on Linkedin Here
• Check out Blood Sweat & Tears Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The higher that gross margin is, the more optionality you have to make deliberate decisions about your agency."  – Marcel Petitpas, Co-Founder & CEO of Parakeeto

Agency founders are often incredible visionaries when it comes to their core competency, but financials are rarely something they enjoy or excel at (pun intended). Between billable hours, shifting client scopes, clients scaling up or down, time-tracking, and pass-through costs, it’s no easy feat, either.

In that vein, today’s guest has seen seven-figure agencies being run fully out of spreadsheets (and he’s here to change that). Marcel Petitpas, agency financials guru (and Co-founder of Parakeeto) is here to break down the ABCs of agency profitability. 

Marcel’s shop, Parakeeto, is a consultancy and SaaS company that comes in to help agencies pass the next growth threshold at the point where they need more structured data operations to run financials and profitability, but aren’t quite at the level where they can buy enterprise software or hire internal teams to manage all of it.

Corey and Marcel sit down to break down what a profitable agency is made out of. Agency founders, if there is one episode to earmark for invaluable financial planning advice, this one’s it. 

Here’s what we cover in this episode:

• Marcel’s agency growth services from consulting to technology solutions.
• Typical financial and growth challenges agency owners face and how to solve for them.
• Why agency founders feel like there’s no profit even if they’re busier than ever.
• Using data and metrics as a guide to answer the important questions as a founder.

Here are some actionable key takeaways for agency founders:

• You need a tighter feedback loop on company financials so you can course correct quicker.
• Even custom in-house financial tools can end up costing agencies six figures to maintain; be careful of hidden costs.
• When you control your profitability, you can become a lot more deliberate about growing your agency.
• Why productizing services is good for the financial health of an agency.

The resources mentioned in this episode are:

• Connect with Marcel on LinkedIn Here
• Check out Parakeeto & their free resources Here 

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 6

Chapter Six of Anyone, Not Everyone stresses the significance of deeply understanding the needs, desires, and fears of your target vertical market to create marketing that resonates and stands out amidst the noise. It guides readers on conducting buyer journey client interviews, a method superior to assumptions or surface-level market research, for crafting highly relevant and impactful marketing messages that echo the specific context and challenges of the vertical buyers.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

Episode: 7

Chapter Seven of Anyone, Not Everyone advises on the importance of understanding your competition in the chosen vertical market, with 90% of marketers reporting positive outcomes from such research. It suggests balancing competitive analysis with a focus on clients, emphasizing that overconcentration on competitors may lead to reactive, non-client-focused decisions.

This chapter guides readers through a three-step process to identify, research, and document findings on competitors to better position and market their agency services effectively. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"The average small business uses over three dozen different pieces of software to run different aspects of their business."  – Jeff Tomlin, Co-Founder & CMO of Vendasta

If you had to summarize Vendasta’s marketplace for small and medium sized agencies, it would be, in Jeff’s words, “Business in a box”. 

Vendasta gives 80k+ agencies a full-stack platform to rebrand and resell online services to local business clients, granting them the scalability of a SaaS recurring revenue model. Simplifying operations, the company lets agencies acquire, retain, expand and manage clients all in one place, removing many of the pain points agencies face as they’re looking to grow their business.

Jeff joins The Deep Specialization Podcast to share his 17-year founder journey, going from building solutions for the media vertical and reputation management software to shaping up what Vendasta is known for today: a central online growth hub for agencies.

Jeff and Corey dive into topics like finding product fit, building Vendasta, successes and failures, as well as invaluable leadership lessons accumulated along the way.

Here’s what we cover in this episode:

• Vendasta’s 17-year journey and Jeff’s background.
• Typical inefficiencies in running a small business tech stack at an agency.
• The audacious goal Jeff’s team is working towards.
• Differentiation and positioning.

Here are some actionable key takeaways for agency founders:

• If you’re offering solutions, building a suite can 3x retention rates.
• As you grow, be mindful of your growing tech stack and how to manage it.
• Embrace agility as a young organization, and don’t be afraid to fail.
• Don’t get caught up in the minutia of operations, build workflows with tech, instead.

The resources mentioned in this episode are:

• Connect with Jeff on LinkedIn Here
• Check out Vendasta Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities.
Sign up here: GetOutboundROI.com.

Episode: 8

Chapter Eight of Anyone, Not Everyone outlines a four-step process for developing a distinctive vertical positioning, ensuring your agency stands out in the marketplace. It involves identifying key attributes that your vertical clients desire, plotting these attributes to find your unique "white space," and crafting a vertical positioning statement that encapsulates your agency’s distinct place in the client’s perception.

This strategic positioning is not a static tagline but a dynamic, buyer-focused guide for your agency’s messaging and differentiation in the market.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"We've operated in over 30 states in Europe, Mexico and Canada. The Cannabis Creative Group has absolutely taken off like wildfire."  – Dan Serard, VP of Sales and Marketing for Cannabis Creative Group 

Let’s take a deep dive into a vertical that certainly is anything but dull. This week's guest, Dan Serard is a trailblazer in cannabis marketing and has stories to tell in setting up agency services for cannabis companies.

As the VP of Sales and Marketing for Cannabis Creative Group, Dan was invited to set up the vertical by Champ, a full service agency founded back in 2008. While the parent agency offers everything from branding, website design, social media, search engine optimization, paid advertising, and social media, CCG saw an opportunity to specialize in the weed industry.

Why cannabis?

In addition to the co-founders sharing a passion for the industry, cannabis was about to be legalized in the state of Massachusetts. So they called up Dan, and the rest is history.

Between legislations and stringent restrictions to even perception, cannabis isn’t a simple vertical for agencies to master. This week, Dan and Corey discuss everything from carving out a vertical for a highly regulated product, dreaming up a standalone event brand for industry networking, and the building blocks that made CGC the success that it is today.

Here’s what we cover in this episode:

• Starting the cannabis vertical at an agency.
• The quirks of the industry and navigating restrictions.
• How CCG grows through thought leaderships, partnerships, trade shows, and more.
• Building community for long-term success.

Here are some actionable key takeaways for agency founders:

• GTM skills, even from a different industry, is a great skill set for sales leaders.
• Try to find spaces where you can show up first to gain an unfair advantage.
• Be active at industry associations; it’s a space not all agencies play in.
• Be the connector between clients and prospects at industry events to build community.

The resources mentioned in this episode are:

• Connect with Dan on LinkedIn Here
• Check out Cannabis Creative Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 9

Chapter Nine of Anyone, Not Everyone discusses how crafting a unique Point of View (POV) for your agency provides a competitive edge and serves as a key differentiator in a crowded marketplace.

The chapter guides you through identifying a significant, meaningful problem in your vertical market, framing it against a metaphorical villain, envisioning a transformed future without the problem, and presenting your agency as a bridge to that future, thus creating a compelling and emotionally resonant POV that elevates your agency beyond mere service provision.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"We specialize in B2B and we specialize in the experiences of three things: A better brand that will create a better employee experience and ultimately, a stronger client experience."  – Susan Quinn, President and CEO of Circle S Studio

It’s not every day you get to sit down with an agency leader with a career spanning four decades, and running! This week’s podcast guest, Susan Quinn, is not only deeply experienced, but also one of those leaders who spits quotable business wisdom on every turn.

So, let’s get into it. 

Susan is the President and CEO of Circle S Studio, an experience agency specializing in B2B and professional services.

A lot has happened since the agency’s inception all the way back in 1999. The company has since grown into a national operation that still today maintains an intentionally boutique status with 16 full-time employees and a roster of trusted contractors. 

With 75 clients in any given year, Susan’s agency has delivered hundreds of projects in the realm of B2B marketing. Needless to say, those numbers also contain a wealth of agency management experience from sales to operations and marketing.

Corey and Susan sit down to cover everything from agency marketing tactics, conference approach, attracting the right clients through content, how to lead with purpose, and most importantly,  “Do not edit your dreams. Think big, go big and big things will happen.”

Here’s what we cover in this episode:

- Susan’s impressive career spanning four decades.

- Creating frameworks around brand and customer experience.

- Finding the growth path, and how Agency Management Institute helped.

- The invaluable lessons and tips Susan has learned along the journey.

Here are some actionable key takeaways for agency founders:

- Examine what part of your efforts is actually bringing in revenue, and double down on that.

- Find an ecosystem of partners who think differently, helping you find ways to operate better.

- You can diversify your client base while still remaining specialized to mitigate market risks.

- When it comes to marketing the agency, speaking and original research have been the cornerstones of Susan’s success.

The resources mentioned in this episode are:

- Connect with Susan on LinkedIn Here
- Check out Circle S Studio Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 10

Chapter Ten of Anyone, Not Everyone presents the development of a Vertical Messaging Guide as an essential framework for consistent, high-quality messaging in marketing efforts for a chosen vertical market.

This guide compiles key elements such as the agency’s Point of View, vertical positioning, client attributes, business challenges, intrinsic and extrinsic wins, transformation narrative, and proof points to create a central reference point for crafting impactful marketing strategies.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"Niche is the number one growth accelerator."  – Josh Nelson, Mentor & Coach at Seven Figure Agency

Growth can happen in an instant when you’re doing the right things. But when you find the right fit, niche, offering, and vertical, that’s the unfair advantage. Nobody knows this better than today’s guest, who not only coaches agencies on growth, but also grew his own verticalized agency from zero to seven figures in under two years.

This week, we welcome Josh Nelson to the Deep Specialization show with an impressive background. From running two successful businesses (the agency Plumbing & HVAC SEO and the coaching business Seven Figure Agency) to writing two best-selling books, we can’t wait to dive into the learnings Josh has got in store for us.

Today he balances his time between coaching agencies and being the face of Plumbing & HVAC SEO. Impressively, Seven Figure Agency has already helped 118 agencies surpass the million threshold in revenue, and they’re on a mission to help 500 surpass seven figures over the next five years.

Corey and Josh sit down to discuss the genesis of both of Josh’s businesses, and most importantly, to detail how specialized agencies can pass that coveted 7-figure mark through setting up systems for world-class delivery and recurring revenue.

Here’s what we cover in this episode:

- Josh’s founder journey and how he niched down to find growth.

- How to go from strategy to implementation when building your agency business.

- The benefits of verticalization, systematizing onboarding and delivery.

- Why recurring fees is the only way to go (if you ask Josh!)

Here are some actionable key takeaways for agency founders:

- The 3x cornerstones of agency success: Verticalization, unique offering, and pricing that allows for recurring revenue.

- Clients stay for world-class results, you have to have a process to do so repeatedly.

- Put systems in place so your business can run without you for ultimate freedom.

- Hire operations first so you can focus on innovation. Then account, then sales.

The resources mentioned in this episode are:

- Connect with Josh on LinkedIn Here
- Check out Seven-Figure Agency Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 11

Chapter Eleven of Anyone, Not Everyone discusses vertical sales and marketing strategies, emphasizing the importance of choosing specific actions and avoiding others.

The chapter breaks down the sales and marketing activities into inbound marketing, outbound sales and marketing, and relationship marketing, providing an approach to reach clients in the active buying process and underlining the necessity of being a top consideration for potential clients.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“The first six, seven years were a lot of lessons. I made a lot of mistakes. I did not know how to lead people. I didn't know what kind of people should be hired."  –  Manish Dudharejia, Founder and President E2M Solutions

This week’s guest, Manish Duharejia, is a true agency aficionado with over a decade at the helm of his marketing company, E2M Solutions. Founded in 2012, E2M Solutions is an integrated white label digital agency that helps other agencies expand their capacity through white label services.

Today, Manish runs a 200-person operation with offices in California and India. From his beginnings in SEO to becoming a company founder, Manish joins the show to detail his journey in building a thriving global company.

What is refreshing about Manish is his candor around the lessons he’s learned, including challenges and even failures. For instance, he had to scale his team back from 120 to 40 to build out sustainable processes first, so he could ultimately get the company back on track.

While Manish initially built momentum by partnering with agency coaches and sponsoring events, what truly accelerated growth was switching from project-based fees to unlimited services with fixed costs. 

What else did the trick? 

Listen to the episode to uncover valuable learnings on niching down, running an offshore team, hiring order, as well as leadership hits and misses, and key milestones for E2M Solutions.

Here’s what we cover in this episode:

• How agencies can scale with white label services.
• Hard lessons and company growing pains.
• The benefits (and process) of niching down.
• Why Manish built his business leveraging both US and Indian talent.

Here are some actionable key takeaways for agency founders:

• The challenges you face at different stages of growth are unique; always stay one step ahead and plan for the next threshold.
• Problem-solving mindset calls for positivity and transparency.
• Niching down means saying no for a reason. Don’t fear it.
• It is better to be a specialist in a vertical market because you become an expert in helping clients solve problems.

The resources mentioned in this episode are:

- Connect with Manish on LinkedIn Here
- Check out E2M Solutions Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 12

Chapter Twelve of Anyone, Not Everyone outlines the necessity of creating specific sales and marketing materials to appeal to a chosen vertical market, stressing that most of a client's buying decision is made before the first contact.

It recommends crafting a dedicated vertical webpage, compiling impactful client success stories and testimonials, and gathering vertical-specific social proof to demonstrate expertise and build trust with potential clients.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“Eventually, we stopped the shenanigans and got vertical."  –  Rob Murray, Founder and President of Intrigue Media

Some founding stories are more eccentric, and entertaining, than others, and today’s guest certainly has a tale to tell. While these days, the digital marketing agency Intrigue Media does over $5 million in annual revenue serving 110 clients and counting, its founder, Rob Murray started his business selling local out-of-home advertising all the way back in college.

While Rob started out as a local generalist, he ultimately, after some hits and glorious misses, narrowed his focus to select niches like HVAC and landscaping.

Rob joins Corey to not just share Intrigue Media’s journey, but also to dish out a hot take (or five!), served with a side of refreshing honesty.

For one, Rob doesn’t think that different niches are truly that different to serve; you just have to deeply understand business basics like revenue models and problem-solving. Pair that with honest service and the ethos of trying to do good, and you’re golden.

So tune in for a wealth of knowledge and actionable advice on topics like growth and retention, what not to do with sales, and moreover, the leadership principles that Rob lives by.

Here’s what we cover in this episode:

• Rob’s crazy founding story from DOOH to verticalization.
• How showing up in the community and doing thought leadership sparked initial growth.
• Rob’s approach to marketing, sales, and business leadership.
• The challenges of hiring sales and how to incentivize them.

Here are some actionable key takeaways for agency founders:

• You have two ways to position your offering: vertical versus horizontal. 
• If you have the resources, you can grow quickly in the beginning by creating a sensation that your agency is everywhere. Think: parties, events, community, and lots of speaking.
• Don’t send sales into the market before you’re sure they get your business and you trust them to represent it.
• Try to uncover unconscious beliefs you hold about your business to break harmful patterns; journaling is great for this.

The resources mentioned in this episode are:

• Connect with Rob on LinkedIn Here
• Check out Intrigue Media Here

Books mentioned in this episode are: 

• Verne Harnish, Scaling Up 
• John C. Maxwell, 21 Irrefutable Laws of Leadership 
• Simon Sinek, Leaders Eat Last and Start With Why 
• Dr. Eric Byrne (Related to Transactional Analysis, no specific book mentioned)
• Seth Godin (Specific book not mentioned)

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 13

Chapter Thirteen of Anyone, Not Everyone discusses vertical inbound marketing strategies, emphasizing the need for agencies to be easily discovered by potential clients who are already seeking solutions. It advises on thought leadership through content marketing, visibility through speaking at and hosting events, and targeting through paid advertising.

The chapter stresses that a proactive approach to marketing—going beyond passive inbound tactics—is crucial for agencies aiming to secure their desired clientele. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone.

Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“I built out a cold outreach methodology around heuristics, which is a series of pattern interrupts, or shortcuts.” Justin Michael, Co-Founder of Hard Skill Exchange

Ready for a different perspective on sales outreach? 

This week’s guest is an executive sales coach who has helped over 200 startups make over their outbound efforts by leaning into the unexpected.

Justin Michael is a best-selling author of the book “Sales Superpowers” and the Co-Founder of Hard Skill Exchange, the world’s first real-time 1:1 skill-building marketplace. 

After spending some 20,000 hours (his words, not ours!) on cold calls, he started mapping out what it took to get to predictable outcomes and what made prospects open to the pitch. And so, Justin’s bespoke methodologies were born.

If you’re currently in an agency sales role, this episode is a goldmine for you. While some advice may feel counter-intuitive, like doing unscalable work, such as relationship-building to scale your agency, Justin’s tried and tested strategies render results in the long-term.

Justin and Corey get into topics like cold outreach, building relationships with prospects, Justin’s newest book, and tapping into disruptive thinking like combining sales with the law of attraction. 

Here’s what we cover in this episode:

- Catching prospects’ attention and why doing the wrong thing, like grammatical errors in sales emails, can be effective.

- How to approach cold prospects in a manner that doesn’t repel them.

- Unconventional ways of getting in front of your target accounts.

- Scaling sales with the law of attraction, and the most ‘controversial book written in B2B.’

Here are some actionable key takeaways for agency founders:

- Try to pattern interrupt when doing outreach, for example, humans respond much better to visual information.

- Opening lateral conversations that mimic a real-life interaction helps disarm prospects.

- Take two or three discovery calls before you try to pitch.

The resources mentioned in this episode are:

- Connect with Justin on LinkedIn Here
- Check out Hard Skill Exchange Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 14

Chapter Fourteen of Anyone, Not Everyone highlights the power of vertical outbound sales and marketing strategies, stressing the importance of proactively reaching out to potential clients within a targeted vertical market.

It introduces the concept of the Zone of Indifference, where the majority of clients are neither actively seeking nor strongly opposed to new services, and emphasizes the necessity of targeted, personalized outreach, using unique and memorable gifts (USI gifts) to make a warm and lasting impression. The chapter also notes common outbound mistakes and provides practical steps for effective outbound campaigns.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"If I would have called my services Fractional CMO 10 years ago, people would have thought I was crazy. Now, the market's ready for it.” – John Jantsch, Founder of Duct Tape Marketing.

In recent years, we’ve witnessed the resurgence of fractional CMOs - Why now?

With the pandemic, many companies were caught red-handed for their lack of marketing strategy - coupled with financial strains, economic headwinds, and smaller budgets, the environment brought about opportunity for fractional CMO services to thrive. 

That is the very same opportunity today’s guest, John Jantsch, seized with this company, Duct Tape Marketing. It operationalizes fractional CMO services by providing a repeatable and proven framework they license out.

The proof is in the pudding: John’s marketing methodology has helped numerous companies grow from a few million to double digits. He joins the show to dive deep into the fractional CMO world and how to succeed both in the role and if you’re planning on hiring one.

Corey and John cover topics like balancing scale with processes, how to avoid the dreaded scope creep, what to look for in a fractional CMO, and how much you should be prepared to shell out for the role.

Here’s what we cover in this episode:

• What the fractional CMO role is.
• How to run a repeatable framework and roadmap as a fractional CMO.
• Success stories on multiplying revenue with a fractional CMO.
• How to tell if your business is ready for one.

Here are some actionable key takeaways for agency founders:

• Your CMO should be obsessed with the customer experience and represent their voice within the company.
• Beware of the scope creep if you’re providing marketing services.
• Hiring a fractional CMO? Look for candidates with repeatable processes.
• Mitigate risk in marketing by hiring someone who’s built where you need to get to.

The resources mentioned in this episode are:

• Connect with John on LinkedIn Here
• Check out Duct Tape Marketing Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 15

Chapter Fifteen of Anyone, Not Everyone discusses the significance of being on the "day one list" of vendors that buyers consider without prior research, achieved mainly through colleague recommendations, past experiences, and vendor websites. It emphasizes the importance of building a strong reputation within a vertical market community, akin to integrating into a village, through deliberate relationship-building with influential brands (tastemakers) and mavens.

The chapter outlines strategies for engaging with tastemakers and mavens, participating in vertical associations, attending and hosting events, and being present at vertical-specific "watering holes" to foster trust and become the recommended go-to agency.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy. 

While we’ve had troves of agency founders on this show, today’s guest brings a unique spin to the typical genesis story. Peter Kang, Co-Founder of Barrel Holdings, started out running a website agency some 20 years ago. 

Today, the business has evolved into a sprawling portfolio of agencies, all homegrown under a single holding company umbrella.

How did all this come to be?

Looking back, Peter’s path to a holding company co-founder might make complete sense, yet he got there by chance. 

Peter and his partner were at a crossroads, looking to sunset clients that did not fit their core ICP of Shopify clients, but there was a bump in the road; these were all revenue-generating clients. Luckily, one of their existing employees volunteered to spin these accounts out into a shop of its own, and run it, and so, Barrel Holdings was born.

Tune into the episode as Peter sits down with Corey to recount the story from early days as an agency founder to capitalizing on Shopify and Webflow momentum, all the way to spinning out a thriving holding company, and the leadership lessons Peter has picked up along the way.

"All our holding company agencies are homegrown.” – Peter Kang, Co-Founder of Barrel Holdings

Here’s what we cover in this episode:

- Peter’s journey from an agency founder to holding company builder.

- The role of partners like Shopify and Webflow in scaling an agency business.

- The holding company origin story, and what Peter’s holding company offers today.

- What he’s learned in 20+ years in the digital agency business.

Here are some actionable key takeaways for agency founders:

- Lean into fast growing partners in the ecosystem to drive lead flow.

- Having too diverse of a client pool can be a resource-suck, consider spinning independent divisions to reduce friction.

- Improve margins by developing reusable components to the products you’re selling.

- Make sure incentives are aligned with those who are going to be leading your business for overall success.

The resources mentioned in this episode are:

- Connect with Peter on LinkedIn Here
- Check out Barrel Holdings Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 16

Chapter Sixteen of Anyone, Not Everyone outlines the importance of the agency founder in leading the transition to vertical market specialization, emphasizing that early successes can be achieved with the existing team. It advises agency owners to deeply understand their chosen vertical market, embodying the values and knowledge that will inspire and guide the team.

The chapter also details functional skills required for each strategy phase, suggesting the use of internal resources first and contracting as a secondary option, with an 18-24 month expectation to build vertical market expertise. Hiring a vertical-specific salesperson is recommended for accelerating sales and achieving better results in the long term.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"One of the things that we do best across all of our product categories is talk to niche audiences.” – Josslynne Welch, President at Litzky Public Relations

Public relations is a fast-moving industry, yet today’s guest has successfully stayed ahead of the news cycle for close to three decades. Meet Josslynne Welch; Today, she sits at the helm of the communications agency Litzky Public Relations, a company she joined some 26 years ago.

The agency specializes in toy companies, publishing, and entertainment, and runs with a small 15-person team that comprises account, strategy, and creative services. And, according to Josslynne, it’s their nimbleness that allows LPR to execute fast to connect the dots between culture, trends, and their clients.

In essence, what sets LPR apart is their deep specialization in their industry, how they show up through initiatives like The Love Litzky Grant, and their policy of running a tight ship. They only work with the right fit, both vertically, and personality-wise.

Together, Corey and Josslynne cover topics like culture building and retention, keeping your teams motivated, hiring for specialty versus skills, the importance of peer perspectives in agency leadership, and more.

Here’s what we cover in this episode:

- Josslynne’s three decades running a PR agency.

- Verticalization and expansion of your existing niche.

- PR best practices from strategy to tactics.

- Leadership lessons from culture to team retention and giving back.

Here are some actionable key takeaways for agency founders:

- A niche focus doesn't mean dull; Seek variety within your area of specialization.

- Be opportunistic about trends in your niche to shape the news.

- Leadership can be lonely, make sure to tap into peer networks to connect with fellow agency leaders.

- You can’t fake caring. Show up for your industry in tangible ways.

The resources mentioned in this episode are:

- Connect with Josslynne on LinkedIn Here
- Check out Litzky PR Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 17

Chapter Seventeen of Anyone, Not Everyone encourages agency owners to embark on their journey towards vertical market specialization, emphasizing that existing clients are likely to remain supportive during this transition.

It clarifies that specializing in a vertical market is not a magical solution but a strategic step that requires solid business fundamentals and can serve as a foundation for future expansion or diversification. The chapter motivates agency owners to start the specialization process, addressing concerns like imposter syndrome and underscoring the continuous learning and adaptation required for success in a chosen vertical.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"We get new clients by showcasing the wins that we do have and the return on investment that brands are getting.” – David Glaza, Founder/CEO of DIGITS Agency

Retail media is a $54B a year industry, so as a niche, it’s extremely lucrative. Today’s guest saw an opportunity after fourteen years working at Target, and never looked back.

This week, we welcome David Glaza to the show. He is the founder and CEO of DIGITS Agency, an independent retail media agency that, like Target, is based in Minneapolis.

Today, the eight year old agency has some fifteen employees, focusing solely on helping brands effectively market their products to Target shoppers.

David discusses the sprawling journey from a one person operation to an actual agency with employees, how they’re attracting new clients through laser-sharp specialization, and resisting the urge to be everything for everyone.

Corey and David also touch topics like hiring, leadership, and how challenges change as you grow in size and revenue.

Here’s what we cover in this episode:

- Going from a Target careerist to an entrepreneur.

- Digits’ key areas of specialization, how they attract new business, and best-performing marketing channels.

- How Covid propelled digital retail marketing.

- Leadership lessons as an agency founder.

Here are some actionable key takeaways for agency founders:

- Looking to venture out on your own? Build a list of people already in your network you could potentially sell or talk to.

- Showing ROI through existing client work is paramount in new business acquisition.

- Think about areas that might not be the largest revenue drivers today but might have explosive growth potential later on.

- The best candidates to hire are the ones that are already in your circle.

The resources mentioned in this episode are:

- Connect with David on LinkedIn Here
- Check out Digits Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The audiences of niche podcasts are so much more engaged than some of these really big shows.” – Angie Trueblood, Founder of The Podwize Group

Our guest’s founding moment might have originated by chance, but what followed was pure talent, and certainly, a knack for sales and pitching. Meet Angie Trueblood, Founder of The Podwize Group, a company that connects business owners and podcast hosts with other hosts who serve an aligned audience in their vertical.

What started as a discovery of a niche within the podcasting space has now evolved into a sprawling business of consulting and training other agencies on the art of pitching in the B2B space.

If you’ve ever been curious about starring as a guest on a podcast in your vertical, this episode is a must-listen.

And while Angie stresses that, spoiler alert, there’s no such thing as a template for a perfect pitch, she will share her approach on connecting with the host to get the outcome you’re looking for.

Tune into learn about what a great guest is made of, how to craft a high-performing pitch, and all the work and processes you need to follow to secure lucrative guest slots on vertical podcasts.

Here’s what we cover in this episode:

- Angie's progression from freelancing in 2017 to building a successful podcast guesting agency.

- How joining podcasts as a guest speaker can boost business visibility and sales.

- What it takes to get placed as a podcast and deliver a great episode.

- How to convert podcast appearances into revenue opportunities.

Here are some actionable key takeaways for agency founders:

- Guesting on shows in your vertical can help you test the waters in a new niche.

- A great podcast guest makes the listeners feel like they’re part of the conversation. 

- Sometimes, you need to get creative to make a compelling pitch, and lean on personality and creative topics to secure a podcast slot.

- Pick three verticals to pitch yourself as a podcast guest to test waters.

The resources mentioned in this episode are:

- Connect with Angie on LinkedIn Here
- Check out The Podwize Group Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound

Today’s guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client’s achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success.

With a deep understanding of their industry’s unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients.

So, how do you go from generalist to specialist?

If you’re in the process of finding your niche and don’t know what steps to take next, this episode will give you the steps you need.

Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means.

Tune in for expert insights on how to find your niche and become the specialist you know you can be.

Here’s what we cover in this episode:

- Vlad’s growth journey from starting as a general agency to niching down to restoration marketing.

- How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results.

- The major benefits of leveraging referrals, networking, and building a board of advisors.

- AI in marketing: How agencies can leverage it to help their clients implement AI tools.

Here are some actionable key takeaways for agency founders:

- Networking and building a board of advisors are crucial for success in a niche market.

- Focusing on high-margin industries can lead to greater profitability.

- Attending conferences gives insight into the industry, but it’s shadowing the potential niche that can really bring it more to life and help you to see first-hand if it’s right for you.

- Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit.

- If you’re still trying to figure out your niche, keep testing and trying! You’ll find it.

The resources mentioned in this episode are:

- Connect with Vlad on LinkedIn here
- Check out Restoration Inbound here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"You have to think about the exit from day one.” – Ronik Patel,  Founder of UnlimitedWP.

If you’ve ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it’s because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast!

Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact.

While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder.

Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story.

Here’s what we cover in this episode:

- How to prime your agency for an acquisition.

- Best practices for a successful exit.

- Acquisition experience and learnings.

- What’s next for Ronik and what he’s building in the agency space.

Here are some actionable key takeaways for agency founders:

- If you’re looking for an exit, seek out buyers immediately.

- Trust and transparency are paramount in the acquisition process.

- Make a list of potential buyers early on and build relationships before you need them.

- Aligning on values is the cornerstone of a successful acquisition.

The resources mentioned in this episode are:

- Connect with Ronik on LinkedIn Here
- Check out UnlimitedWP Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

What does it take to turn a side hustle into a thriving agency serving some of the biggest names in publishing?

In this episode, Corey chats with Alex Strathdee, founder of Advanced Amazon Ads, who started with a simple goal: sell more books. Fast forward, and Alex now manages millions in ad spend, helping nonfiction authors like Mike Michalowicz and Dan Sullivan grow their influence.

But Alex isn’t stopping there. He’s pulling back the curtain on a game-changing rebrand to Shelf Life, expanding his services to offer authors a complete marketing arsenal. From mastering Amazon ads to diving into influencer programs and TikTok strategies, Alex shares the secrets of scaling a specialized business while staying laser-focused on his niche. If you’re looking for a blueprint to grow your agency and adapt to a changing market, this episode delivers the goods.

Here’s what we cover in this episode:

• Understanding the limitations of your advertising channels.
• Differentiating your niche agency. How Alex’s agency doubles its revenue every year since its inception. Strategies for overcoming imposter syndrome.
• How to gain more personal free time while scaling your business.
• “Seeding the Market”: An effective strategy for book marketing.
• Myths and misconceptions of book launches that will save authors time and money.
• The secret to agency growth: Having a consistent lead generation source.
• Why being a “best seller” doesn’t guarantee higher sales.
• Underrated benefits of outsourcing.

Here are some actionable key takeaways for agency founders:

• Specialization in both the audience served and the services offered is essential.
• As an agency, you need a consistent lead generation source to scale up. Beyond that, diversifying client sources is crucial for agency growth and stability.
• Building relationships through podcasting has been a significant client acquisition strategy.
• One way to overcome imposter syndrome is by networking with influential figures.
• Advertise where your audience lives. TikTok is becoming a significant platform for book sales because of the amount of readers reviewing books and sharing book recommendations.
• Outsourcing tasks can lead to better efficiency and productivity.

The resources mentioned in this episode are:

• Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexander-strathdee
• Check out Advanced Amazon Ads: https://www.advancedamazonads.com
• Buy Alex’s books on Amazon: https://www.amazon.com/stores/author/B07L7FMPYB
• Listen to Before the Bestseller: https://podcasts.apple.com/us/podcast/before-the-bestseller/id1352053720

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡

Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

How can narrowing your focus open the door to big opportunities?

In this episode, Corey unpacks the transformative power of specialization and why choosing the right vertical market is key to agency success. He shares a simple 3-step framework to identify the perfect niche: tapping into your expertise, following your genuine interests, and analyzing the market for growth potential.

Along the way, Corey sheds light on common mistakes to avoid when niching down, like targeting a market that’s too small or one that doesn’t align with your agency’s core passions. Whether you’re refining your strategy or starting fresh, this episode offers practical advice to help you carve out your niche, stand out from the crowd, and build an agency that thrives.

Here’s what we cover in this episode:

• Tips for choosing a vertical market for your agency
• How to identify characteristics of a good vertical market
• How specialized agencies grow faster than generalists
• Common pitfalls to avoid when specializing
• Why market research is crucial for selecting a vertical
• How to leverage community and networking opportunities for agency growth
• Why it's never too late to specialize

Here are some actionable key takeaways for agency founders:

• Choosing a vertical market can lead to long-term success.
• Specialized agencies grow faster than generalists.
• Market research is essential before committing to a vertical. Be sure to gather insights from your existing client base.
• Avoid markets that are too small or declining in demand.
• Consider the revenue potential of the vertical market.
• Use community and networking opportunities to explore new opportunities for growth and specialization.
• Look for verticals with professional requirements.
• Empathy towards clients is the key to differentiating yourself from your competitors.
• It's never too late to specialize!

The resources mentioned in this episode are:

• Research your desired vertical's business data, potential growth, and total addressable market value with IBISWorld: https://www.ibisworld.com 
• Directory of Associations: https://directoryofassociations.com

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

More content from Corey:

Corey’s Website: https://www.coreyquinn.com

Corey’s Daily Tips: https://www.coreyquinn.com/blog 

Podcast Website: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast

Podcast YouTube Channel: https://youtube.com/@coreyquinninc?sub_confirmation=1 

This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

This episode was produced and brought to you by Reignite Media.

#agencygrowth #agencylife #marketingpodcast #deepspecialization #verticalization #verticalmarket

How do you turn decades of passion into a thriving business that dominates a niche?

In this episode, Corey sits down with Cris Rodriguez, Founder and Visionary of Grow Pro Agency, to unpack her transformation from martial artist school owner to digital marketing powerhouse. Serving over 450 martial arts schools across the U.S., Cris reveals how her agency carved out a competitive edge through witty strategy, results-driven marketing, and an all-American team.

Cris doesn’t hold back as she shares the secrets behind her success—why Facebook ads and word-of-mouth remain unbeatable, how content creation drives engagement, and the role of company culture in retaining top talent. She also opens up about the risks and rewards of going all-in on a single vertical and why hiring the right team is non-negotiable.

If you’re looking for real-world insights into building a specialized, scalable agency while staying grounded in your vision, this conversation delivers.

Here’s what we cover in this episode:

• Benefits of hiring a dedicated sales team for your agency (+ hiring tips)
• Why developing joint venture partnerships is essential for scaling an agency
• Leveraging the power of word-of-mouth marketing
• How to create engaging content that converts
• The risks and rewards of focusing on one vertical
• Why Cris uses Facebook ads as her primary marketing strategy
• Secrets to improving your client and employee retention
• Why you need an abundance mindset when serving a competitive market

Here are some actionable key takeaways for agency founders:

• Hiring a dedicated sales team is essential for systematic growth and allows the agency owner to focus on leadership and strategy.
• Developing joint venture partnerships can expand reach and bring in higher-quality leads, which is critical for scaling.
• Client retention is driven by results and strong relationships.
• Hiring a team aligned with core values ensures better collaboration, productivity, and morale.
• A strong company culture leads to higher employee satisfaction and reduces turnover.
• Creating high-quality content helps build brand authority and attract new clients in a competitive market. 

The resources mentioned in this episode are:

- Connect with Cris on Instagram: https://www.instagram.com/crisleerodriguez/ 

- Check out Grow Pro Agency: https://growproagency.com

- Connect with Grow Pro Agency on LinkedIn: https://www.linkedin.com/company/grow-pro-agency

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

This episode was produced and brought to you by Reignite Media.