Jordan Sand is Co-founder of Cold Water Technologies, the brand behind Happy Scratch technology, a supplemental formula that supports skin health to relieve pet allergies. As an add-on to pet food, the formula decreases hotspots and itching. Jordan developed Happy Scratch after receiving a post-doctorate degree in molecular and environmental toxicology. He has experience in immunology, animal nutrition and health, and vaccine development. In this episode… How can you merge two seemingly contrasting passions to develop a comprehensive business model? By identifying a market need and staying true to your goals, you can build a sustainable business. What strategies can you employ to market your new business venture? Fueled by a desire to make his scientific discoveries available to the mass market, Jordan Sand researched pet immunology to develop a supplement that targets and reduces pets’ skin allergies. His background and dual passions have allowed him to formulate a reputable and appealing product. Having just launched the technology, Jordan has discovered that he can boost brand awareness by including case stories and educating consumers about the benefits of traditional supplements over pharmaceuticals. In this episode of Marketing Tails, Jordan Sand, Co-founder of Cold Water Technologies, joins host Mark Bevington to discuss how he has developed and marketed a pet allergy supplement. Jordan shares the science behind the brand, Happy Scratch’s growth strategies, and how he balances entrepreneurship with research.

Rianna Young is the Founder and CEO of Happy Hounds, a premium pet treat and tincture company that strives to improve pets' quality of life by reducing anxiety and pain. NY Cannabis Insider has recognized Rianna as one of New York’s Women in Cannabis. She previously worked in various local and state government roles in New York, including Chief of Staff of the New York State Assembly and Director of Communications in the NYC Council. In this episode… So many pet companies are trying to create something new in the industry. From all-natural, wholesome dog food to treats fit for human consumption, brands want to capture consumers’ attention with unique products. How are they accomplishing this? Having paved a distinct path in the industry with diverse CBD treats, Rianna Young has distinguished her brand by using human-grade food and ingredients in her products. With medicinal snacks and textured treats, she creates familiar and accessible products. When marketing functional products, Rianna suggests surveying and talking to pet owners and offering samples to gather data about common pet issues, allowing you to assess demand and formulate new product lines. In this episode of Marketing Tails, Mark Bevington sits down with Rianna Young, the Founder and CEO of Happy Hounds, to discuss how she broke into the functional pet food space. Rianna shares her key takeaways from Global Pet Expo 2024, how she sources ingredients, and the unique qualities of the brand’s products.

Gerry Romanelli is an entrepreneur, small business owner, and franchisee of multiple brands including Hounds Town, Units Storage, Fetch!, and Furry Land. His background in transportation and logistics, highlighted by extensive business experience, has helped shape his understanding of the latest products, services, and standards in the market. Gerry’s 34-year corporate career included time at UPS, where he worked in various divisions and reached a ceiling in his late 40s, leading him toward self-employment. As a franchise consultant, he leverages his expertise to help entrepreneurs navigate the road to the right franchise opportunities and funding. In this episode… A report by the Bureau of Labor Statistics indicates that one in nine people are self-employed. Yet many individuals fear self-employment due to the perceived security they’ve associated with the corporate safety net. How did a “corporate refugee” abandon the “one job for life” ideology and take the leap toward self-sufficiency? After 34 years in corporate America, Gerry Romanelli felt stuck as his career plateaued in his late 40s. Determined to control his destiny, he started a franchise business with a focus on logistics and pets. Gerry built his entrepreneurial journey around growing a business people will continue to spend money on despite economic conditions. He emphasizes the importance of understanding the industry, finding a niche, and adding value to succeed, sharing his wealth of knowledge in marketing and sales and encouraging aspiring entrepreneurs to start their own businesses. In this episode of Marketing Tails, Mark Bevington welcomes Gerry Romanelli of Romanelli Ventures to discuss franchise ownership and secrets to small business success. Gerry discusses his transition from a corporate career in logistics to pet grooming franchises and other small businesses, mistakes to avoid in entrepreneurship, and franchise growth strategies.

David Masulli is the CRM Manager at Pet Food Experts, a leading pet food and supplies distributor partnering with over 6,500 retailers across the US. A RevOps veteran with a background in marketing automation and HubSpot administration, David has a proven track record of optimizing e-commerce revenue and developing compelling marketing campaigns. Leveraging his inbound marketing expertise and product knowledge, he aligns sales, marketing, and customer success operations to drive growth. As a HubSpot CRM superuser who’s grown with the platform’s evolution, David has been featured as a guest speaker at HubSpot’s Inbound conference. In this episode… In the rapidly evolving business landscape, customer relationship management has become essential for delivering exceptional experiences and building loyalty. In addition to managing and analyzing customer data, CRMs are powerful tools for understanding customer behavior and preferences. How can businesses harness the full potential of CRM? According to RevOps veteran David Masulli, the key lies in making data frictionless and easy to use through integration. He highlights the significance of centralized data access offered by CRM platforms like HubSpot, which ensures that data is accessible across the entire customer journey. By integrating the data in one place, HubSpot enhances the experience for your customers, clients, and influencers you're collaborating with. This approach to CRM not only helps you tailor your marketing efforts, but also provides actionable insights you can leverage to improve overall customer service quality and retention. In this episode of Marketing Tails, Mark Bevington hosts David Masulli, CRM Manager at Pet Food Experts, to delve into the power of data integration in CRM. David highlights the significance of centralized data access, the importance of mapping out business processes before implementing a CRM, and how to choose a CRM that aligns with your company’s goals. He also shares his transition to marketing and RevOps and what motivates his drive for success.

Maya Barkay is Vice President of Marketing at EverC, a cyber intelligence company providing financial institutions, vendors, and merchants with risk management services. With over two decades of marketing and leadership expertise, she is a seasoned professional renowned for her strategic prowess. Throughout her career, Maya has spearheaded impactful product marketing communication initiatives for significant telecom and financial services players, including JPMorgan Chase and Discover Card. Before assuming her current role as VP of Marketing at EverC, Maya brought her wealth of experience to Tokyo. During her four-year tenure, Maya played a pivotal role in steering the marketing efforts for the APAC division of Amdoc, further solidifying her reputation as a versatile and accomplished marketing leader. In this episode… As the realm of e-commerce expands in our increasingly digital landscape, the need for robust security measures becomes paramount. In this dynamic environment, what are innovative solutions for detecting and preventing e-commerce fraud? Marketing executives like Maya Barkay are at the crossroads of technology and security challenges. With an unwavering commitment to security, companies like EverC employ advanced technologies and strategies to identify and thwart fraudulent activities in the digital marketplace. Safeguarding online shopping is a collective endeavor that involves the relentless pursuit of fraud detection, the strategic application of AI in risk management, and the adept leadership of marketing executives. As technology continues to reshape the e-commerce landscape, the commitment to security and innovation ensures a resilient digital marketplace that instills confidence in consumers and businesses alike. In this episode of Marketing Tails, Mark Bevington hosts Maya Barkay, Vice President of Marketing at EverC, to delve into the crucial realm of e-commerce security. Maya sheds light on EverC’s mission, the intricate process of detecting and preventing e-commerce fraud, potential AI applications in risk management, and the technology and security challenges marketing leaders encounter.

Luke Silverman is the Co-founder and CEO of Bark Social, a social experience integrating three of life’s pleasures: the companionship of dogs, the indulgence of libations, and freshly brewed coffee. Wanting his dog to live his best life, Luke was inspired to create this first-of-its-kind concept. He is a third-generation restaurateur who grew up learning retail business from his father, who was an executive for menswear companies for three decades. Luke is an undergraduate of Muhlenberg College and earned his MBA from the University of Michigan’s Ross School of Business. In this episode… Are you a devoted dog lover looking for the perfect blend of canine companionship and socializing? Look no further than a dog social — the ultimate haven for you and your furry friend. What makes this unique establishment a delightful outing for dog enthusiasts? The moment you step into a dog social, you’re greeted by the contagious joy of dogs frolicking in specially designed play areas. Owner Luke Silverman describes these events like Bark Social as a new level of socializing, offering a curated menu of drinks crafted for humans and their four-legged companions. The experience celebrates the bond between you and your dog, making every visit a memorable shared experience. The aroma of coffee blends seamlessly with the energy of playful pups, creating an enriching social experience that appeals to all senses. Luke explains that it’s a community for seasoned dog owners and first-time visitors where you’re guaranteed to find a welcoming environment. Join Mark Bevington on today’s episode of Marketing Tails as he chats with Luke Silverman, Co-founder and CEO of Bark Social, about what makes the concept viable. Luke explains how dog socials enhance human connections, the challenges leaders of niche operations face, and how to turn failures into successes.

Brad Shear is the CEO of Potter League for Animals, the largest animal wellness organization in Rhode Island, which provides shelter and care for dogs. He’s been in the animal wellness industry for over 29 years, contributing to multiple regional and national organizations. Before Potter League, Brad led the Mohawk Hudson Humane Society as President and CEO for 10 years. He currently serves on the advisory boards for Hills Pet Nutrition Shelter and the New England Federation of Humane Societies. In this episode… Animal welfare organizations have been perceived as heroic entities that rescue animals from perilous circumstances for decades. However, the reality is far more nuanced, and the messaging of these organizations requires updating. Although animal shelters supply safe havens for abandoned and abused animals, Brad Shear explains that the constituencies these organizations serve have a greater reach. As a seasoned professional in the animal humane industry, Brad understands that sometimes pet owners may be unable to care for their animals due to extenuating circumstances. As a result, animal care facilities have come to act as liaisons, providing access to pet food, affordable veterinary care, foster care, and temporary housing. In this episode of Marketing Tails, Mark Bevington sits down with Brad Shear, CEO of Potter League for Animals, to talk about the advantages of animal welfare organizations. Brad discusses the services Potter League offers, why animal welfare organizations’ messaging requires an overhaul, and the obstacles these types of facilities encounter.

Darby Copenhaver is a Scale Specialist and Sales Coach at Agency 360, a marketing analytics solution helping businesses manage leads, advertisements, and social media marketing. In his role, he helps business owners transform their design agency burdens into assets that create predictability, wealth, and freedom. Before Agency 360, Darby worked as a Regional Sales Director at House of Floors for over 12 years. Outside of his career, Darby is an avid fisherman, old-school hip-hop junkie, lover of BBQ and a proud family man. In this episode… The ability to predict what customers want and need is known as sales predictability. This can help businesses increase sales, set budgets, and scale growth. However, many agency owners need to identify the correct solutions to their problems. Seasoned sales professional and scale expert Darby Copenhaver explains that most agency leaders push their sales representatives to generate more leads. In actuality, they need a sales system or a defined sales process. A sales system is a repeatable process that helps sales reps identify, qualify, and close leads. A designated sales process outlines the steps that sales reps should take to move a lead from initial contact to a closed deal. Additionally, this type of sales process aids owners in generating more qualified leads, closing deals, setting budgets, and scaling growth. In this episode of Marketing Tails, Mark Bevington welcomes Darby Copenhaver, Scale Specialist and Sales Coach at Agency 360, to the show. Darby discusses Agency 360 and its mission, common issues agency owners face and how to overcome challenges, and how to align marketing and sales to invigorate business growth.

Dan Coughlin is the Co-founder and Managing Director of Get Hyped, a leading influencer and social media marketing agency. His keen eye for innovation and passion for delivering measurable results with influencers have helped Dan navigate brands to unprecedented heights across an ever-evolving social media landscape. Now a seasoned marketing strategist, Dan’s early career years were spent as an engineer, where he engineered nuclear submarines for the US Navy. In this episode… Social media is a dynamic platform for marketing pet brands. It’s a community builder where brands can reach their target audience and engage them with visual and entertaining content. What strategies help accounts stand out from the competition? Marketing strategist Don Coughlin declares that you should just start posting content. Many people erroneously believe they need a team of videographers and photographers, but Don affirms that any team member can shoot great content with a smartphone. He also explains that pet niches have the advantage of filming fun and humorous material — content that consistently dominates on TikTok and Instagram. Additionally, Don advises partnering with influencers to market products. Brands can foster a connection with followers who are content creators and offer to send them free products to review on their platforms. In this episode of Marketing Tails, Mark Bevington welcomes Dan Coughlin to discuss the benefits of influencer marketing. Dan explains influencer marketing, how smaller pet companies can leverage social media to scale their business, and brand strategies for partnering with influencers.

Jessie Wallace is a Marketing Coordinator at Nordblom Company, a multifaceted real estate enterprise investing in commercial, life science, biomedical, retail, and multi-family properties based in Massachusetts. In her role, Jessie oversees marketing initiatives for the commercial, residential, and corporate teams. She has over 10 years of experience in the industry, working across various marketing verticals, including social media manager, communications consultant, and marketing communications specialist. Jessie graduated from the University of Vermont, earning her BS in public communications. In this episode… When executed correctly, authenticity can be a powerful tool for building customer relationships and establishing a strong brand. How can marketers show credibility and reliability in their messaging? Marketing expert Jessie Wallace explains authenticity is critical in branding because it allows businesses to connect more deeply with their target demographic. When a brand shows genuinity, it creates a sense of customer trust, leading to loyalty and repeat business. Jessie affirms that the human touch is the best strategy when generating content because it builds a unique brand identity. To do this, she advocates for understanding your core audience and intended market. In her 10-plus years in the industry, Jessie also shares that experience doesn’t mean knowing it all, so don’t be afraid to seek expert guidance and help. In this episode of Marketing Tails with Mark Bevington, Jessie Wallace, Marketing Coordinator at Nordblom Company, discusses marketing, branding, and building client relationships. Jessie shares why authenticity in branding matters, how to establish customer trust, and why marketing trends may not work for certain brands.

Ian Garlic is the Founder of Video Cast Story, an agency that supports brands in developing strategies and goals for video case stories. He is also the Founder of StoryCrews, a company dedicated to connecting businesses with top-rated videographers to help them market and expand their brands through powerful video stories. With over 15 years of experience in the digital marketing industry, Ian shares his knowledge and expertise on the Garlic Marketing Show, a podcast that discusses video and marketing trends. Ian believes that customer stories and videos are so essential to scaling, he wrote and published Video Testimonials That Land the Big Fish: The Proven Marketing Strategy to Attract Bigger Clients, Increase Sales, and Achieve Real YouTube Results With Video Case Stories. In this episode… Video storytelling is a powerful tool that can help businesses attract their desired target audience. But what makes video case stories an effective growth strategy? Brand marketing expert Ian Garlic explains that video narratives with compelling story arcs allow businesses to connect with their customers on a personal level. Empathic stories can persuade people to act, such as donating to a worthy cause. Ian advises interviewers to sit down with their subjects and have a meaningful conversation when creating dynamic videos. Although emailing the interviewee a questionnaire to answer is time-efficient, it’s impossible to determine a story angle in this way. Before producing a video feature, it’s essential to have goals in mind, such as why you want to interview the individual, what information you want to gather, and the intended platform. In this episode of Marketing Tails with Mark Bevington, Founder of Video Case Story Ian Garlic joins the show to discuss the power of video storytelling. Ian explains the mere-exposure effect, the difference between video stories and testimonials, proven methods to create effective narratives, and why YouTube is imperative to scale a business.

Cindy Dunston Quirk is the Founder and Chief Dog Lover at Scout and Zoe’s Premium Pet Products, a company producing chews and treats made solely of American-sourced, human-grade raw ingredients. What started as an idea to cure allergy issues for her puppies Scout and Zoey evolved into a global enterprise creating products for dogs, cats, and small animals. Cindy’s mission is to manufacture goods utilizing safe and nutritious proteins that pets can consume to live long and healthy lives with the families who love them. In this episode… Pets are no longer afterthoughts, left to fend for themselves — they are fully immersed into their forever homes, well-cared for, and considered four-legged children. So it stands to reason that fur parents want to feed their “fur babies” top-notch products, which is why the dog food business is projected to surpass $160 billion by 2029. How can business owners in the pet industry differentiate themselves in a ubiquitous market? Cindy Dunston Quirk, a passionate dog lover and entrepreneur, advocates for having a mission and executing it fully. Consumers gravitate toward companies that support their communities and manufacture sustainable goods. It’s also essential to produce pet food with human-grade ingredients that are edible for humans and meet federal packaging regulations. Cindy also cautions against complacency and advises staying ahead of the competition through innovation. She recommends staying up-to-date on trends and looking for solutions in the pet industry, which is why she created Chophouse Ready Raw, a simplified raw food for raw feeders who travel and board their pets. In this episode of Marketing Tails with Mark Bevington, Cindy Dunston Quirk, Founder and Chief Dog Lover of Scout & Zoe’s Premium Pet Products, discusses the business and its mission. Cindy shares Scout & Zoe’s three pillars, the importance of using human-grade ingredients in pet food, and personalizing customer service.

Johan Axelsson is the Founder and former President of LeanSwift, a global leader in e-commerce and mobile solutions focused on customers in manufacturing, food and beverage, distribution, and fashion. He is also the current Global Consulting Head of Infor Practice at Wipro. As a serial entrepreneur who founded and exited companies, Johan has over 20 years of experience as a business and technical consultant, business developer, and project manager. He is a self-professed passionate industrialist who has conducted transactions in Europe and the US with a mission to improve business processes. In this episode… The main objective as a business owner is to scale beyond seven figures. But the path to this kind of growth involves numerous steps, trials, and learning curves. What strategies can emerging entrepreneurs execute to stay on track to achieving their goals? The first step to starting a business is to develop a solution to a consumer need. Once you’ve resolved that idea, create a marketing strategy. Johan Axelsson, a business leader and serial entrepreneur, also recommends a thought-out product development. Having too broad a business presents challenges such as loss of focus, disparate revenue, and subpar product quality. Instead, focus on a niche or specialty in which you are the expert, making you more in demand. Furthermore, having a vision and remaining steadfast to your business’s core values can help you stay focused, keeping you on track to reaching your end game. In this episode of Marketing Tails with Mark Bevington, Johan Axelsson, Founder and former President of LeanSwift and Global Consulting Head of Infor Practice at Wipro, talks about providing specialized services and scalability. Johan shares how he overcame obstacles as an up-and-coming entrepreneur, scaling a business at different levels, methods for streamlining distribution and manufacturing, and strategies for starting a business.

Todd Dittman is the Executive Director of IndiePet, a trade association that supports independent and neighborhood retail pet stores and manufacturers and the service providers that serve them. As the inaugural Executive Director of IndiePet, Todd is responsible for educating board members, defining manufacturing standards, providing competitive operating tools, and raising consumer awareness of the benefits of patronizing independent pet businesses. Before joining IndiePet, he served as a board member and Executive Director of Shop! Association, where he assisted the largest global nonprofit in the retail space as an expert resource for retailers. Todd has also led popular brands such as PAVE, Dairy Management, Arby’s Restaurant, and The Wendy’s Company. In this episode… IndiePet is the first company to fully support the network of independent and neighborhood pet stores and owners in North America. The association collaborates with pet retailers working harmoniously to maintain a robust, sustainable, and burgeoning community at the center of the pet industry. If you are a small pet store owner, how can you benefit from being an association member? Large pet store conglomerates such as Chewy.com, PetSmart, Petco, Amazon, and Walmart often overshadow small, self-reliant markets. Todd Dittman, a leader in the pet space, explains that IndiePet sets out to give smaller chains a voice through competitive marketing campaigns like the Neighborhood Pet Store Day. Regarding support, IndiePet conducts conferences — or Indie chats — with retailers on issues like inflation, employee turnover, best practices, and industry trends. The association also supplies member-to-member promotions, product-information catalogs, and supplier referral pages. Through the efforts of IndiePet, independent retailers in the space can pool resources to become better merchants and operators and grow and thrive. On today’s episode of Marketing Tails, host Mark Bevington interviews Todd Dittman, the Executive Director of IndiePet, about the association's mission. Todd addresses the inspiration for founding IndiePet, the annual event “Neighborhood Pet Store Day,” and the benefits of being an association member.

Shannon Rosic is the Director of WealthStack Content & Solutions at Informa, a British international event, digital services, and academic knowledge group specializing in publishing, business intelligence, and exhibitions. Shannon has an extensive resume, working in B2B digital marketing, financial technology, and multimedia. Before joining Informa, she was the Vice President of Marketing at Flyer Financial Technologies, a fintech company developing advanced technology for managing complex, multi-asset, institutional securities trading. Shannon is also the host of The WealthStack Podcast, a platform that discusses wealth management in the age of digital assets. Outside of work, Shannon enjoys barrel racing at local rodeos and hiking with her two dogs. In this episode… A specialized career field demands additional training and credentials and is typically associated with a substantial salary. It also requires honing unique skills and staying up-to-date on the latest trends, such as innovative technology. With so many businesses adopting AI, how can society remain human in a high-tech world? Inventive tools like ChatGPT streamline operations, maximize productivity, and give businesses a competitive edge — aiding growth and profitability. However, according to marketing specialist Shannon Rosic, what it cannot do is replace human interaction. Technology is ever-evolving — if used properly, trends such as voice search and video shorts can enhance relationships and consumer engagement. But when providing a service in a customer-facing business, people also want to feel “special.” Companies need to be communicative and build a genuine rapport to gain client trust and retain loyalty. Join Mark Bevington in this episode of Marketing Tails as he chats with Shannon Rosic, Director of WealthStack Content and Solutions at Informa, about human interaction in a tech-oriented society. Shannon discusses her career in wealth technology, the value in working in specialized fields, and how the latest technology trends impact customer-business relationships.

Mark Bevington is the CEO of Ninedot, a Providence, Rhode Island-based design agency focused on helping businesses grow. Mark has been in the advertising business for over 20 years, starting his career as a graphic artist for Circle.com. Beyond his CEO efforts, Mark serves on the advisory board at the American Institute of Graphic Arts Rhode Island, and is a former board member of Adoption Rhode Island. He also taught marketing for 10 years as an Adjunct Professor at Johnson & Wales University. In this episode… Digital marketing is the planning and execution of public-facing digital content for brands, companies, organizations, and individuals. A digital marketing agency works for clients intending to reach customers through marketing channels such as websites, social media platforms, blogs, and email. With the rapid growth of digital marketing agencies due to people preferring to use innovative technology to manage their daily lives, why should someone use your agency? Mark Bevington, Ninedot’s top-ranking officer, explains their agency is a game changer for helping businesses grow. Their dependable and proactive expert team creates optimized websites and inbound marketing campaigns, which help their clients build customer relationships, spearheading business growth. Ninedot prides itself as a follow-up agency to ensure they deliver on its promises. In this episode of Marketing Tails, Chad Franzen of Rise25 flips the script to interview Mark Bevington, CEO of Ninedot and host of this podcast, to discuss Ninedot, a growth-centered digital marketing agency. Mark talks about Ninedot’s origin and the services it offers, why the agency is considered a game-changer, how it entered the pet food space, and why he decided to start a podcast.