The Deep Specialization™️ Podcast

Feeling invisible in your agency’s market? Settling for revenue that’s merely “good enough”? Sadly, too many agencies are operating at the lowest level of revenue certainty, but not for long… In this episode, Corey reveals the Deep Specialization™ Maturity Model - a diagnostic tool and roadmap helping agency owners like you understand where they are, where they could be, and what it takes to become the go-to expert in your niche. Just like Apple didn’t stop with the iPod, “good enough” is never enough in today’s competitive environment. Your agency's future depends on pushing beyond your comfort zone. Don’t spend another day unseen and ignored by potential buyers! Learn the Deep Specialization™ Maturity Model today and start leveling up your revenue, reputation, and results. Here’s what we cover in this episode: The 4 zones of vertical maturity - Which zone are you in?How to avoid getting stuck on the “good enough line”What happens when you understand the power of developing deep specialized knowledge in a vertical market How to become the trusted source of reliable results and guidance in your marketTraits of an agency that has mastered their vertical marketThe #1 problem keeping agency founders stuck in the sales role   Here are some actionable key takeaways for agency founders: Level 1: Generalist Agency | Level 2: Vertical Vendor | Level 3: Vertical Specialist | Level 4: Vertical MavenWhat is one step you could take this week to move your agency to the next level? Remember,  your agency's future depends on pushing beyond the comfortable and familiar.   👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

Are your agency's sales presentations putting prospects to sleep? Tired of competing on features, case studies, and pricing? There's a better way to win clients and command premium rates - and it starts with mastering the art of strategic storytelling. Join us as Corey welcomes Philipp Humm, Founder of Power of Storytelling and 2x bestselling author, who has helped agencies like yours transform their pitch process through narrative techniques that resonate deeply with decision-makers.  As both a business consultant and storytelling coach, Philipp brings practical insights specifically tailored for creative and marketing firms. You'll discover: - How to craft "vertical expertise stories" that showcase your deep industry knowledge - Techniques for turning generic case studies into compelling transformation narratives - Ways to differentiate your agency through strategic storytelling in sales calls - A framework for training your entire team to tell consistent, powerful stories Plus, Philipp shares real examples of how specialized agencies have used storytelling to win major accounts, raise their rates, and eliminate the constant pressure to compete on price. Whether you're leading a full-service digital agency or a specialized boutique firm, this episode delivers actionable strategies to make storytelling your competitive advantage in new business development. Don't miss this masterclass in using narrative techniques to elevate your agency's positioning and close bigger deals with ideal clients. “[Storytelling] is actually much more about making the other person feel comfortable to share a story in return.” - Philipp Humm   Here are some actionable key takeaways for agency founders: - Craft "vertical expertise stories" that demonstrate your deep understanding of your target industry's unique challenges and opportunities. - Use micro-stories in discovery calls to show you've "been there before" with similar clients in your vertical. - Share connection stories about your agency's journey to specialization to build trust with prospects who are considering working with a specialist. - Highlight client transformation stories that showcase the unique value of working with a specialized agency vs. a generalist. - Address common objections to specialization through stories of how other agencies successfully made the transition from generalist to specialist.   The resources mentioned in this episode are: - Check out Power of Storytelling: https://power-of-storytelling.com - Buy Philipp’s book, “The Storyselling Method”: https://power-of-storytelling.com/the-storyselling-method - Buy his book, “Public Speaking with Confidence”: https://power-of-storytelling.com/public-speaking-with-confidence - Subscribe to his YouTube channel: https://www.youtube.com/@Philipp-Humm - Connect with Philipp on LinkedIn: https://www.linkedin.com/in/philipphumm 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.   This episode was produced and brought to you by Reignite Media.

How do you turn decades of passion into a thriving business that dominates a niche? In this episode, Corey sits down with Cris Rodriguez, Founder and Visionary of Grow Pro Agency, to unpack her transformation from martial artist school owner to digital marketing powerhouse. Serving over 450 martial arts schools across the U.S., Cris reveals how her agency carved out a competitive edge through witty strategy, results-driven marketing, and an all-American team. Cris doesn’t hold back as she shares the secrets behind her success—why Facebook ads and word-of-mouth remain unbeatable, how content creation drives engagement, and the role of company culture in retaining top talent. She also opens up about the risks and rewards of going all-in on a single vertical and why hiring the right team is non-negotiable. If you’re looking for real-world insights into building a specialized, scalable agency while staying grounded in your vision, this conversation delivers.   Here’s what we cover in this episode: Benefits of hiring a dedicated sales team for your agency (+ hiring tips)Why developing joint venture partnerships is essential for scaling an agencyLeveraging the power of word-of-mouth marketingHow to create engaging content that convertsThe risks and rewards of focusing on one verticalWhy Cris uses Facebook ads as her primary marketing strategySecrets to improving your client and employee retentionWhy you need an abundance mindset when serving a competitive market   Here are some actionable key takeaways for agency founders: Hiring a dedicated sales team is essential for systematic growth and allows the agency owner to focus on leadership and strategy.Developing joint venture partnerships can expand reach and bring in higher-quality leads, which is critical for scaling.Client retention is driven by results and strong relationships.Hiring a team aligned with core values ensures better collaboration, productivity, and morale.A strong company culture leads to higher employee satisfaction and reduces turnover.Creating high-quality content helps build brand authority and attract new clients in a competitive market.    The resources mentioned in this episode are: - Connect with Cris on Instagram: https://www.instagram.com/crisleerodriguez/  - Check out Grow Pro Agency: https://growproagency.com - Connect with Grow Pro Agency on LinkedIn: https://www.linkedin.com/company/grow-pro-agency 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.   This episode was produced and brought to you by Reignite Media.

How can narrowing your focus open the door to big opportunities? In this episode, Corey unpacks the transformative power of specialization and why choosing the right vertical market is key to agency success. He shares a simple 3-step framework to identify the perfect niche: tapping into your expertise, following your genuine interests, and analyzing the market for growth potential. Along the way, Corey sheds light on common mistakes to avoid when niching down, like targeting a market that’s too small or one that doesn’t align with your agency’s core passions. Whether you’re refining your strategy or starting fresh, this episode offers practical advice to help you carve out your niche, stand out from the crowd, and build an agency that thrives. Here’s what we cover in this episode: Tips for choosing a vertical market for your agencyHow to identify characteristics of a good vertical marketHow specialized agencies grow faster than generalistsCommon pitfalls to avoid when specializingWhy market research is crucial for selecting a verticalHow to leverage community and networking opportunities for agency growthWhy it's never too late to specialize   Here are some actionable key takeaways for agency founders: Choosing a vertical market can lead to long-term success.Specialized agencies grow faster than generalists.Market research is essential before committing to a vertical. Be sure to gather insights from your existing client base.Avoid markets that are too small or declining in demand.Consider the revenue potential of the vertical market.Use community and networking opportunities to explore new opportunities for growth and specialization.Look for verticals with professional requirements.Empathy towards clients is the key to differentiating yourself from your competitors.It's never too late to specialize!   The resources mentioned in this episode are: Research your desired vertical's business data, potential growth, and total addressable market value with IBISWorld: https://www.ibisworld.com Directory of Associations: https://directoryofassociations.com   👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   More content from Corey: Corey’s Website: https://www.coreyquinn.com Corey’s Daily Tips: https://www.coreyquinn.com/blog  Podcast Website: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast Podcast YouTube Channel: https://youtube.com/@coreyquinninc?sub_confirmation=1    This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media. #agencygrowth #agencylife #marketingpodcast #deepspecialization #verticalization #verticalmarket

What does it take to turn a side hustle into a thriving agency serving some of the biggest names in publishing? In this episode, Corey chats with Alex Strathdee, founder of Advanced Amazon Ads, who started with a simple goal: sell more books. Fast forward, and Alex now manages millions in ad spend, helping nonfiction authors like Mike Michalowicz and Dan Sullivan grow their influence. But Alex isn’t stopping there. He’s pulling back the curtain on a game-changing rebrand to Shelf Life, expanding his services to offer authors a complete marketing arsenal. From mastering Amazon ads to diving into influencer programs and TikTok strategies, Alex shares the secrets of scaling a specialized business while staying laser-focused on his niche. If you’re looking for a blueprint to grow your agency and adapt to a changing market, this episode delivers the goods. Here’s what we cover in this episode: Understanding the limitations of your advertising channels.Differentiating your niche agency. How Alex’s agency doubles its revenue every year since its inception. Strategies for overcoming imposter syndrome.How to gain more personal free time while scaling your business.“Seeding the Market”: An effective strategy for book marketing.Myths and misconceptions of book launches that will save authors time and money.The secret to agency growth: Having a consistent lead generation source.Why being a “best seller” doesn’t guarantee higher sales.Underrated benefits of outsourcing. Here are some actionable key takeaways for agency founders: Specialization in both the audience served and the services offered is essential.As an agency, you need a consistent lead generation source to scale up. Beyond that, diversifying client sources is crucial for agency growth and stability.Building relationships through podcasting has been a significant client acquisition strategy.One way to overcome imposter syndrome is by networking with influential figures.Advertise where your audience lives. TikTok is becoming a significant platform for book sales because of the amount of readers reviewing books and sharing book recommendations.Outsourcing tasks can lead to better efficiency and productivity. The resources mentioned in this episode are: Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexander-strathdeeCheck out Advanced Amazon Ads: https://www.advancedamazonads.comBuy Alex’s books on Amazon: https://www.amazon.com/stores/author/B07L7FMPYBListen to Before the Bestseller: https://podcasts.apple.com/us/podcast/before-the-bestseller/id1352053720 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com. This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

"You have to think about the exit from day one.” – Ronik Patel,  Founder of UnlimitedWP. If you’ve ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it’s because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast! Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact. While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder. Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story. Here’s what we cover in this episode: - How to prime your agency for an acquisition. - Best practices for a successful exit. - Acquisition experience and learnings. - What’s next for Ronik and what he’s building in the agency space. Here are some actionable key takeaways for agency founders: - If you’re looking for an exit, seek out buyers immediately. - Trust and transparency are paramount in the acquisition process. - Make a list of potential buyers early on and build relationships before you need them. - Aligning on values is the cornerstone of a successful acquisition. The resources mentioned in this episode are: - Connect with Ronik on LinkedIn Here- Check out UnlimitedWP Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound Today’s guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client’s achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success. With a deep understanding of their industry’s unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients. So, how do you go from generalist to specialist? If you’re in the process of finding your niche and don’t know what steps to take next, this episode will give you the steps you need. Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means. Tune in for expert insights on how to find your niche and become the specialist you know you can be.   Here’s what we cover in this episode: - Vlad’s growth journey from starting as a general agency to niching down to restoration marketing. - How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results. - The major benefits of leveraging referrals, networking, and building a board of advisors. - AI in marketing: How agencies can leverage it to help their clients implement AI tools.   Here are some actionable key takeaways for agency founders: - Networking and building a board of advisors are crucial for success in a niche market. - Focusing on high-margin industries can lead to greater profitability. - Attending conferences gives insight into the industry, but it’s shadowing the potential niche that can really bring it more to life and help you to see first-hand if it’s right for you. - Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit. - If you’re still trying to figure out your niche, keep testing and trying! You’ll find it.   The resources mentioned in this episode are: - Connect with Vlad on LinkedIn here- Check out Restoration Inbound here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The audiences of niche podcasts are so much more engaged than some of these really big shows.” – Angie Trueblood, Founder of The Podwize Group Our guest’s founding moment might have originated by chance, but what followed was pure talent, and certainly, a knack for sales and pitching. Meet Angie Trueblood, Founder of The Podwize Group, a company that connects business owners and podcast hosts with other hosts who serve an aligned audience in their vertical. What started as a discovery of a niche within the podcasting space has now evolved into a sprawling business of consulting and training other agencies on the art of pitching in the B2B space. If you’ve ever been curious about starring as a guest on a podcast in your vertical, this episode is a must-listen. And while Angie stresses that, spoiler alert, there’s no such thing as a template for a perfect pitch, she will share her approach on connecting with the host to get the outcome you’re looking for. Tune into learn about what a great guest is made of, how to craft a high-performing pitch, and all the work and processes you need to follow to secure lucrative guest slots on vertical podcasts.   Here’s what we cover in this episode: - Angie's progression from freelancing in 2017 to building a successful podcast guesting agency. - How joining podcasts as a guest speaker can boost business visibility and sales. - What it takes to get placed as a podcast and deliver a great episode. - How to convert podcast appearances into revenue opportunities.   Here are some actionable key takeaways for agency founders: - Guesting on shows in your vertical can help you test the waters in a new niche. - A great podcast guest makes the listeners feel like they’re part of the conversation.  - Sometimes, you need to get creative to make a compelling pitch, and lean on personality and creative topics to secure a podcast slot. - Pick three verticals to pitch yourself as a podcast guest to test waters.   The resources mentioned in this episode are: - Connect with Angie on LinkedIn Here- Check out The Podwize Group Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"We get new clients by showcasing the wins that we do have and the return on investment that brands are getting.” – David Glaza, Founder/CEO of DIGITS Agency Retail media is a $54B a year industry, so as a niche, it’s extremely lucrative. Today’s guest saw an opportunity after fourteen years working at Target, and never looked back. This week, we welcome David Glaza to the show. He is the founder and CEO of DIGITS Agency, an independent retail media agency that, like Target, is based in Minneapolis. Today, the eight year old agency has some fifteen employees, focusing solely on helping brands effectively market their products to Target shoppers. David discusses the sprawling journey from a one person operation to an actual agency with employees, how they’re attracting new clients through laser-sharp specialization, and resisting the urge to be everything for everyone. Corey and David also touch topics like hiring, leadership, and how challenges change as you grow in size and revenue.   Here’s what we cover in this episode: - Going from a Target careerist to an entrepreneur. - Digits’ key areas of specialization, how they attract new business, and best-performing marketing channels. - How Covid propelled digital retail marketing. - Leadership lessons as an agency founder.   Here are some actionable key takeaways for agency founders: - Looking to venture out on your own? Build a list of people already in your network you could potentially sell or talk to. - Showing ROI through existing client work is paramount in new business acquisition. - Think about areas that might not be the largest revenue drivers today but might have explosive growth potential later on. - The best candidates to hire are the ones that are already in your circle.   The resources mentioned in this episode are: - Connect with David on LinkedIn Here- Check out Digits Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 17 Chapter Seventeen of Anyone, Not Everyone encourages agency owners to embark on their journey towards vertical market specialization, emphasizing that existing clients are likely to remain supportive during this transition. It clarifies that specializing in a vertical market is not a magical solution but a strategic step that requires solid business fundamentals and can serve as a foundation for future expansion or diversification. The chapter motivates agency owners to start the specialization process, addressing concerns like imposter syndrome and underscoring the continuous learning and adaptation required for success in a chosen vertical. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"One of the things that we do best across all of our product categories is talk to niche audiences.” – Josslynne Welch, President at Litzky Public Relations Public relations is a fast-moving industry, yet today’s guest has successfully stayed ahead of the news cycle for close to three decades. Meet Josslynne Welch; Today, she sits at the helm of the communications agency Litzky Public Relations, a company she joined some 26 years ago. The agency specializes in toy companies, publishing, and entertainment, and runs with a small 15-person team that comprises account, strategy, and creative services. And, according to Josslynne, it’s their nimbleness that allows LPR to execute fast to connect the dots between culture, trends, and their clients. In essence, what sets LPR apart is their deep specialization in their industry, how they show up through initiatives like The Love Litzky Grant, and their policy of running a tight ship. They only work with the right fit, both vertically, and personality-wise. Together, Corey and Josslynne cover topics like culture building and retention, keeping your teams motivated, hiring for specialty versus skills, the importance of peer perspectives in agency leadership, and more.   Here’s what we cover in this episode: - Josslynne’s three decades running a PR agency. - Verticalization and expansion of your existing niche. - PR best practices from strategy to tactics. - Leadership lessons from culture to team retention and giving back.   Here are some actionable key takeaways for agency founders: - A niche focus doesn't mean dull; Seek variety within your area of specialization. - Be opportunistic about trends in your niche to shape the news. - Leadership can be lonely, make sure to tap into peer networks to connect with fellow agency leaders. - You can’t fake caring. Show up for your industry in tangible ways.   The resources mentioned in this episode are: - Connect with Josslynne on LinkedIn Here- Check out Litzky PR Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 16 Chapter Sixteen of Anyone, Not Everyone outlines the importance of the agency founder in leading the transition to vertical market specialization, emphasizing that early successes can be achieved with the existing team. It advises agency owners to deeply understand their chosen vertical market, embodying the values and knowledge that will inspire and guide the team. The chapter also details functional skills required for each strategy phase, suggesting the use of internal resources first and contracting as a secondary option, with an 18-24 month expectation to build vertical market expertise. Hiring a vertical-specific salesperson is recommended for accelerating sales and achieving better results in the long term. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

While we’ve had troves of agency founders on this show, today’s guest brings a unique spin to the typical genesis story. Peter Kang, Co-Founder of Barrel Holdings, started out running a website agency some 20 years ago.  Today, the business has evolved into a sprawling portfolio of agencies, all homegrown under a single holding company umbrella. How did all this come to be? Looking back, Peter’s path to a holding company co-founder might make complete sense, yet he got there by chance.  Peter and his partner were at a crossroads, looking to sunset clients that did not fit their core ICP of Shopify clients, but there was a bump in the road; these were all revenue-generating clients. Luckily, one of their existing employees volunteered to spin these accounts out into a shop of its own, and run it, and so, Barrel Holdings was born. Tune into the episode as Peter sits down with Corey to recount the story from early days as an agency founder to capitalizing on Shopify and Webflow momentum, all the way to spinning out a thriving holding company, and the leadership lessons Peter has picked up along the way. "All our holding company agencies are homegrown.” – Peter Kang, Co-Founder of Barrel Holdings   Here’s what we cover in this episode: - Peter’s journey from an agency founder to holding company builder. - The role of partners like Shopify and Webflow in scaling an agency business. - The holding company origin story, and what Peter’s holding company offers today. - What he’s learned in 20+ years in the digital agency business.   Here are some actionable key takeaways for agency founders: - Lean into fast growing partners in the ecosystem to drive lead flow. - Having too diverse of a client pool can be a resource-suck, consider spinning independent divisions to reduce friction. - Improve margins by developing reusable components to the products you’re selling. - Make sure incentives are aligned with those who are going to be leading your business for overall success.   The resources mentioned in this episode are: - Connect with Peter on LinkedIn Here- Check out Barrel Holdings Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 15 Chapter Fifteen of Anyone, Not Everyone discusses the significance of being on the "day one list" of vendors that buyers consider without prior research, achieved mainly through colleague recommendations, past experiences, and vendor websites. It emphasizes the importance of building a strong reputation within a vertical market community, akin to integrating into a village, through deliberate relationship-building with influential brands (tastemakers) and mavens. The chapter outlines strategies for engaging with tastemakers and mavens, participating in vertical associations, attending and hosting events, and being present at vertical-specific "watering holes" to foster trust and become the recommended go-to agency. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.  If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

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

Episode: 14 Chapter Fourteen of Anyone, Not Everyone highlights the power of vertical outbound sales and marketing strategies, stressing the importance of proactively reaching out to potential clients within a targeted vertical market. It introduces the concept of the Zone of Indifference, where the majority of clients are neither actively seeking nor strongly opposed to new services, and emphasizes the necessity of targeted, personalized outreach, using unique and memorable gifts (USI gifts) to make a warm and lasting impression. The chapter also notes common outbound mistakes and provides practical steps for effective outbound campaigns. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“I built out a cold outreach methodology around heuristics, which is a series of pattern interrupts, or shortcuts.” Justin Michael, Co-Founder of Hard Skill Exchange Ready for a different perspective on sales outreach?  This week’s guest is an executive sales coach who has helped over 200 startups make over their outbound efforts by leaning into the unexpected. Justin Michael is a best-selling author of the book “Sales Superpowers” and the Co-Founder of Hard Skill Exchange, the world’s first real-time 1:1 skill-building marketplace.  After spending some 20,000 hours (his words, not ours!) on cold calls, he started mapping out what it took to get to predictable outcomes and what made prospects open to the pitch. And so, Justin’s bespoke methodologies were born. If you’re currently in an agency sales role, this episode is a goldmine for you. While some advice may feel counter-intuitive, like doing unscalable work, such as relationship-building to scale your agency, Justin’s tried and tested strategies render results in the long-term. Justin and Corey get into topics like cold outreach, building relationships with prospects, Justin’s newest book, and tapping into disruptive thinking like combining sales with the law of attraction.    Here’s what we cover in this episode: - Catching prospects’ attention and why doing the wrong thing, like grammatical errors in sales emails, can be effective. - How to approach cold prospects in a manner that doesn’t repel them. - Unconventional ways of getting in front of your target accounts. - Scaling sales with the law of attraction, and the most ‘controversial book written in B2B.’   Here are some actionable key takeaways for agency founders: - Try to pattern interrupt when doing outreach, for example, humans respond much better to visual information. - Opening lateral conversations that mimic a real-life interaction helps disarm prospects. - Take two or three discovery calls before you try to pitch.   The resources mentioned in this episode are: - Connect with Justin on LinkedIn Here- Check out Hard Skill Exchange Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 13 Chapter Thirteen of Anyone, Not Everyone discusses vertical inbound marketing strategies, emphasizing the need for agencies to be easily discovered by potential clients who are already seeking solutions. It advises on thought leadership through content marketing, visibility through speaking at and hosting events, and targeting through paid advertising. The chapter stresses that a proactive approach to marketing—going beyond passive inbound tactics—is crucial for agencies aiming to secure their desired clientele. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“Eventually, we stopped the shenanigans and got vertical."  –  Rob Murray, Founder and President of Intrigue Media Some founding stories are more eccentric, and entertaining, than others, and today’s guest certainly has a tale to tell. While these days, the digital marketing agency Intrigue Media does over $5 million in annual revenue serving 110 clients and counting, its founder, Rob Murray started his business selling local out-of-home advertising all the way back in college. While Rob started out as a local generalist, he ultimately, after some hits and glorious misses, narrowed his focus to select niches like HVAC and landscaping. Rob joins Corey to not just share Intrigue Media’s journey, but also to dish out a hot take (or five!), served with a side of refreshing honesty. For one, Rob doesn’t think that different niches are truly that different to serve; you just have to deeply understand business basics like revenue models and problem-solving. Pair that with honest service and the ethos of trying to do good, and you’re golden. So tune in for a wealth of knowledge and actionable advice on topics like growth and retention, what not to do with sales, and moreover, the leadership principles that Rob lives by. Here’s what we cover in this episode: Rob’s crazy founding story from DOOH to verticalization.How showing up in the community and doing thought leadership sparked initial growth.Rob’s approach to marketing, sales, and business leadership.The challenges of hiring sales and how to incentivize them. Here are some actionable key takeaways for agency founders: You have two ways to position your offering: vertical versus horizontal. If you have the resources, you can grow quickly in the beginning by creating a sensation that your agency is everywhere. Think: parties, events, community, and lots of speaking.Don’t send sales into the market before you’re sure they get your business and you trust them to represent it.Try to uncover unconscious beliefs you hold about your business to break harmful patterns; journaling is great for this. The resources mentioned in this episode are: Connect with Rob on LinkedIn HereCheck out Intrigue Media Here Books mentioned in this episode are:  Verne Harnish, Scaling Up John C. Maxwell, 21 Irrefutable Laws of Leadership Simon Sinek, Leaders Eat Last and Start With Why Dr. Eric Byrne (Related to Transactional Analysis, no specific book mentioned)Seth Godin (Specific book not mentioned) 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 12 Chapter Twelve of Anyone, Not Everyone outlines the necessity of creating specific sales and marketing materials to appeal to a chosen vertical market, stressing that most of a client's buying decision is made before the first contact. It recommends crafting a dedicated vertical webpage, compiling impactful client success stories and testimonials, and gathering vertical-specific social proof to demonstrate expertise and build trust with potential clients. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.