The Deep Specialization™ Podcast

"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 HereCheck 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here:

Episode: 14Chapter 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.

“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 ExchangeReady 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! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.com

Episode: 13Chapter 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.

“Eventually, we stopped the shenanigans and got vertical." – Rob Murray, Founder and President of Intrigue MediaSome 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 HereCheck out Intrigue Media HereBooks 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&nbs

Episode: 12Chapter 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.

“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 SolutionsThis 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek

Episode: 11Chapter 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.

"Niche is the number one growth accelerator." – Josh Nelson, Mentor & Coach at Seven Figure AgencyGrowth 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! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.com

Episode: 10Chapter 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.

"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 StudioIt’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! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll lea

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'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 HereCheck 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here:

Episode: 8Chapter 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.

"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 VendastaIf 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 HereCheck out Vendasta Here👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.com

Episode: 7Chapter 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 higher that gross margin is, the more optionality you have to make deliberate decisions about your agency." – Marcel Petitpas, Co-Founder & CEO of ParakeetoAgency 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 HereCheck 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few s

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.

"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 & TearsMost 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 HereConnect with Eric on Linkedin HereCheck 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here:

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.

"We went from generalist agency to performance marketing for franchises and renovations." – Marty Menard, President of Giant CreativeFinding 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepsp

Episode: 4Chapter 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.

"What most people are trying to talk about when they talk about scale, but that's really leverage."– Greg Hickman, Founder of AltAgencyLeverage 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! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you

Episode 3Chapter 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.

"Acquiring a service you want to offer helps your company leapfrog years of trial and error. " – Sam Shepler, Founder of Testimonial HeroWe 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, auth

Episode 2Chapter 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.

"We’ve chosen to focus. And that focus is powerful. It delivers value to the end customer. – Ron Callis Jr., CEO of One FireflyRon 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 profitOne 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! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.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.

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

"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! 🔔&

"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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.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! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here:

“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 GiftologyYou 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 heirloomsAnd, 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 relationshipsThe resources mentioned in this episode are:Connect with John on Linkedin HereLearn more about Giftology Group Here👍 If you liked this episode, please rate and review us on

"Everything gets easier once you're a specialist in a vertical, and profitability follows.” – Sasha BersonWhen 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. 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. 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 HereLearn more about Grow Law Here👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔😩 Feeling stuck trying to stand out in a

"It was a lot of brute force, cold outreach, going direct to people.” – Sam SheplerWhat 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 HereLearn 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will

"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 BrownToday’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 HereLearn 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up

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 HereListen to Nicole’s podcast HereGet 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepsp

“It was like the universe was telling me what I needed to do was EOS.” – Justin Mink, a Certified EOS ImplementerToday’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 HereSee Justin’s website HereLearn 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.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 HereLearn 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.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 HereLearn 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign

"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 HereCheck 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<

“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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll

“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 LifeWondering 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus.➡️ Sign up here: deepspecializationcourse.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

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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.

"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 systemsDifferent verticals may share similar problems but care about different thingsHow to show up in your industry consistentlyHow to position yourself as a vertical thought leader and ideal channels to make it happenSales: what works, what doesn’t, and experiences in outboundHere are some actionable key takeaways for agency founders:Don’t dabble; Deep vertical knowledge is non-negotiableRepetition builds awareness, also in conference attendance and speakingPodcasts aren’t just for content, use them to build your networkPeople love talking about themselves; use it to grow affinityManage expectations as services like SEO can take 9+ months to show clients ROIThe resources mentioned in this episode are:Connect with Seth on LinkedIn HereLearn 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people

“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! 🔔😩 Feeling stuck tr

“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: [email protected] 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out.In just a few short days, you’ll learn how to positi

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 growthListening 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 HereLearn About SMB Team HereJoin 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! 🔔😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to

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 HereJoin us as we discuss healthcare marketing and verticalized agencies as a whole.👍 If you liked th