Robert Rose

For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, and tell their story more effectively. Over the last ten years, Robert and his firm, The Content Advisory, have advised more than 500 companies, including 15 of the Fortune 100. Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 and, helped guide it to be the leading global content marketing education and training organization. Robert was CMO of CrownPeak – leading the marketing and product development of one of the world’s first enterprise Software-as-a-Service web content solutions. Robert is the author of three best-selling books on marketing and content strategy and is the co-host of the popular marketing podcast This Old Marketing, which has been downloaded more than two million times in 150 countries. What you will learn about in this episode:  How we can use the “what’s next” idea for more effective forward-thinking What is the “Smile Strategy,” and why is it important in business development Ways to put into practice the “So I can” methodology Ways we can get our clients to perceive us as strategic advisors How we can achieve the “land and expand” instead of being commoditized  Resources:  Website: www.contentadvisory.net LinkedIn: https://www.linkedin.com/in/robrose/ Twitter: https://twitter.com/tcadvisory YouTube: https://www.youtube.com/channel/UCsmqoUbLSGHd3JZQA1LnyuA 

For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, and tell their story more effectively. Over the last ten years, Robert and his firm, The Content Advisory, have advised more than 500 companies, including 15 of the Fortune 100. Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 and, helped guide it to be the leading global content marketing education and training organization. Robert was CMO of CrownPeak – leading the marketing and product development of one of the world’s first enterprise Software-as-a-Service web content solutions. Robert is the author of three best-selling books on marketing and content strategy and is the co-host of the popular marketing podcast This Old Marketing, which has been downloaded more than two million times in 150 countries. What you will learn about in this episode: <ul> <li>How we can use the “what’s next” idea for more effective forward-thinking</li> <li>What is the “Smile Strategy,” and why is it important in business development</li> <li>Ways to put into practice the “So I can” methodology</li> <li>Ways we can get our clients to perceive us as strategic advisors</li> <li>How we can achieve the “land and expand” instead of being commoditized</li> </ul> Resources: <ul> <li>Website: <a href="http://www.contentadvisory.net/" rel="noopener nofollow" target="_blank">www.contentadvisory.net</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/robrose/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/robrose/</a></li> <li>Twitter: <a href="https://twitter.com/tcadvisory" rel="noopener nofollow" target="_blank">https://twitter.com/tcadvisory</a></li> <li>YouTube: <a href="https://www.youtube.com/channel/UCsmqoUbLSGHd3JZQA1LnyuA" rel="noopener nofollow" target="_blank">https://www.youtube.com/channel/UCsmqoUbLSGHd3JZQA1LnyuA</a></li> </ul>

How to Stop Being Commoditized, with Robert Rose

Henry DeVries

In the last decade Henry DeVries has authored, ghostwritten, and published more than 300 books for business thought leaders, including How to Close a Deal Like Warren Buffett, You’re Not the Person I Hired, Dirty Little Secrets of Family Business, and Persuade With a Story! He is the CEO of Indie Books International, which has published more than 100 titles since he co-founded the company in 2014. Formerly president of an award-winning Ad Age 500 marketing agency, he is also a former assistant dean for continuing education at the University of California San Diego. In addition to speaking to thousands of business leaders each year, he writes a weekly column for Forbes.com. What you will learn about in this episode:  How agencies, coaches, and consultants can use the right recipe to make strides forward during the book writing process What are some advantageous “side effects” of completing the book writing process What are three ways to complete a book – and ways to navigate the minefield of publishing Why Henry DeVries absolutely believes marketing with a book is THE number one marketing strategy The seven magnificent ways to market a book in the right order  Resources:  Websites:  http://www.rainmakerconfidential.com/workshops http://www.indiebooksintl.com/ http://www.forbes.com/sites/henrydevries   LinkedIn:  http://www.linkedin.com/in/henryjdevries https://www.linkedin.com/company/indie-books-international/   Twitter: https://twitter.com/indiebooksintl 

In the last decade Henry DeVries has authored, ghostwritten, and published more than 300 books for business thought leaders, including How to Close a Deal Like Warren Buffett, You’re Not the Person I Hired, Dirty Little Secrets of Family Business, and Persuade With a Story! He is the CEO of Indie Books International, which has published more than 100 titles since he co-founded the company in 2014. Formerly president of an award-winning Ad Age 500 marketing agency, he is also a former assistant dean for continuing education at the University of California San Diego. In addition to speaking to thousands of business leaders each year, he writes a weekly column for <a href="http://Forbes.com" rel="nofollow" target="_blank">Forbes.com</a>. What you will learn about in this episode: <ul> <li>How agencies, coaches, and consultants can use the right recipe to make strides forward during the book writing process</li> <li>What are some advantageous “side effects” of completing the book writing process</li> <li>What are three ways to complete a book – and ways to navigate the minefield of publishing</li> <li>Why Henry DeVries absolutely believes marketing with a book is THE number one marketing strategy</li> <li>The seven magnificent ways to market a book in the right order</li> </ul> Resources: <ul> <li>Websites: <ul> <li><a href="http://www.rainmakerconfidential.com/workshops" rel="noopener nofollow" target="_blank">http://www.rainmakerconfidential.com/workshops</a></li> <li><a href="http://www.indiebooksintl.com/" rel="noopener nofollow" target="_blank">http://www.indiebooksintl.com/</a></li> <li><a href="https://www.forbes.com/sites/henrydevries" rel="noopener nofollow" target="_blank">http://www.forbes.com/sites/henrydevries</a></li> </ul> </li> <li>LinkedIn: <ul> <li><a href="https://www.linkedin.com/in/henryjdevries" rel="noopener nofollow" target="_blank">http://www.linkedin.com/in/henryjdevries</a></li> <li><a href="https://www.linkedin.com/company/indie-books-international/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/company/indie-books-international/</a></li> </ul> </li> <li>Twitter: <a href="https://twitter.com/indiebooksintl" rel="noopener nofollow" target="_blank">https://twitter.com/indiebooksintl</a></li> </ul>

Marketing With a Book, with Henry DeVries 

Tom Martin

Tom is a no-nonsense, straight-talking 30-year veteran of the ad agency business who favors stiff drinks, good debates, and helping agencies Sell Greatly by turning conversations into clients. As an internationally recognized sales &amp; marketing keynote speaker, founder of Converse Digital, and Author of The Invisible Sale, Tom marries his two passions, marketing &amp; technology, to teach agencies how to leverage digital marketing channels to achieve and sustain sales growth, enhance brand perception and painlessly prospect for new clients. What you will learn about in this episode:  Strategic and tactical ways to turn conversations into clients What is an invisible sale and how is it related to prospecting painlessly Reasonable starting points for using system components in business development How using propinquity helps gain exposure to invisible prospects How a little work with focussed efforts can produce a big impact  Resources:  Agency Business Development Training: https://conversedigital.com/agency-business-development-training/ Website: https://conversedigital.com/ LinkedIn:  https://www.linkedin.com/in/tommartinjr/ https://www.linkedin.com/company/conversedigital/   Facebook: https://www.facebook.com/ConverseDigital Twitter:  https://twitter.com/conversedigital https://twitter.com/tommartin   

Tom is a no-nonsense, straight-talking 30-year veteran of the ad agency business who favors stiff drinks, good debates, and helping agencies Sell Greatly by turning conversations into clients. As an internationally recognized sales &amp; marketing keynote speaker, founder of Converse Digital, and Author of The Invisible Sale, Tom marries his two passions, marketing &amp; technology, to teach agencies how to leverage digital marketing channels to achieve and sustain sales growth, enhance brand perception and painlessly prospect for new clients. What you will learn about in this episode: <ul> <li>Strategic and tactical ways to turn conversations into clients</li> <li>What is an invisible sale and how is it related to prospecting painlessly</li> <li>Reasonable starting points for using system components in business development</li> <li>How using propinquity helps gain exposure to invisible prospects</li> <li>How a little work with focussed efforts can produce a big impact</li> </ul> Resources: <ul> <li>Agency Business Development Training: <a href="https://conversedigital.com/agency-business-development-training/" rel="noopener nofollow" target="_blank">https://conversedigital.com/agency-business-development-training/</a></li> <li>Website: <a href="https://conversedigital.com/" rel="noopener nofollow" target="_blank">https://conversedigital.com/</a></li> <li>LinkedIn: <ul> <li><a href="https://www.linkedin.com/in/tommartinjr/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/tommartinjr/</a></li> <li><a href="https://www.linkedin.com/company/conversedigital/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/company/conversedigital/</a></li> </ul> </li> <li>Facebook: <a href="https://www.facebook.com/ConverseDigital" rel="noopener nofollow" target="_blank">https://www.facebook.com/ConverseDigital</a></li> <li>Twitter: <ul> <li><a href="https://twitter.com/conversedigital" rel="noopener nofollow" target="_blank">https://twitter.com/conversedigital</a></li> <li><a href="https://twitter.com/tommartin" rel="noopener nofollow" target="_blank">https://twitter.com/tommartin</a></li> </ul> </li> </ul>

How to Never be Without Prospects, with Tom Martin 

Jay Baer

PAPER

Jay Baer is a Hall of Fame keynote speaker who teaches business growth through customer experience and marketing innovation. He is also a popular virtual emcee and event host, New York Times bestselling author of six books and founder of five multi-million dollar companies. Filled with real-world case studies and examples, Jay’s entertaining and engaging programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised numerous iconic brands including Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the Founder of Convince &amp; Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast. Known for his fun plaid suits, meeting planners can select the very suit Jay will wear to their event through his custom app! What you will learn about in this episode:  How to create good fly paper leading to business growth instead of mere survival How a solid niche plays a big role in ideal customer profiles Which bigger questions can yield better strategic thinking What filter mechanisms can help strategists set themselves apart The benefits of inbound marketing and showing your smarts  Resources:  Website: http://thebaerfacts.com Newsletter: http://thebaerfacts.com/ LinkedIn: http://linkedin.com/in/jaybaer 

Jay Baer is a Hall of Fame keynote speaker who teaches business growth through customer experience and marketing innovation. He is also a popular virtual emcee and event host, New York Times bestselling author of six books and founder of five multi-million dollar companies. Filled with real-world case studies and examples, Jay’s entertaining and engaging programs teach companies how to turn customer experience, customer service, and marketing into their biggest business growth advantage. Jay has advised numerous iconic brands including Caterpillar, Nike, IBM, Allstate, The United Nations, and 32 of the FORTUNE 500. He is the Founder of Convince &amp; Convert, a strategy consulting firm that owns the world’s #1 content marketing blog and the world’s top marketing podcast. Known for his fun plaid suits, meeting planners can select the very suit Jay will wear to their event through his custom app! What you will learn about in this episode: <ul> <li>How to create good fly paper leading to business growth instead of mere survival</li> <li>How a solid niche plays a big role in ideal customer profiles</li> <li>Which bigger questions can yield better strategic thinking</li> <li>What filter mechanisms can help strategists set themselves apart</li> <li>The benefits of inbound marketing and showing your smarts</li> </ul> Resources: <ul> <li>Website: <a href="http://thebaerfacts.com/" rel="noopener nofollow" target="_blank">http://thebaerfacts.com</a></li> <li>Newsletter: <a href="http://thebaerfacts.com/" rel="noopener nofollow" target="_blank">http://thebaerfacts.com/</a></li> <li>LinkedIn: <a href="https://linkedin.com/in/jaybaer" rel="noopener nofollow" target="_blank">http://linkedin.com/in/jaybaer</a></li> </ul>

Why You Need to Invest in Fly Paper, with Jay Baer

Erik Jensen

Erik Jensen is an owner and Chief Strategy Officer at Predictive ROI, a strategic digital marketing agency focused on helping agencies, coaches and consultants build and monetize an authority position. If you have ever been told you need to be creating and sharing all sorts of content with your audience, but no one has shown you how it moves the needle for your business…PROI solves that. Erik is all about helping business owners build more stable, profitable, and scalable businesses, not by shouting directions from below, but by helping shoulder owners’ burdens and hiking up the mountain alongside them. What you will learn about in this episode:  How Erik got started at PROI and what he does as our Chief Strategy Officer What “niching down” is — and how Erik helps agencies do it. How to find your niche, and what to do when you find it What to do when you fit into more than one niche? 3 ways businesses can niche down — and how to know which works best for yours How to filter potential clients to see if they fit into your niche Why niching down makes your business more helpful, consistent, and profitable  Resources:  Weekly Q&amp;A: https://predictiveroi.com/pipeline-1 Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: https://predictiveroi.com/resources/books/ Predictive ROI Free Resource Library: https://predictiveroi.com/resources/ “How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel Website: https://predictiveroi.com/ LinkedIn: https://www.linkedin.com/in/erik-jensen-b9946068/ Twitter: https://twitter.com/predictive_roi Facebook: https://www.facebook.com/PredictiveROI 

Erik Jensen is an owner and Chief Strategy Officer at Predictive ROI, a strategic digital marketing agency focused on helping agencies, coaches and consultants build and monetize an authority position. If you have ever been told you need to be creating and sharing all sorts of content with your audience, but no one has shown you how it moves the needle for your business…PROI solves that. Erik is all about helping business owners build more stable, profitable, and scalable businesses, not by shouting directions from below, but by helping shoulder owners’ burdens and hiking up the mountain alongside them. What you will learn about in this episode: <ul> <li>How Erik got started at PROI and what he does as our Chief Strategy Officer</li> <li>What “niching down” is — and how Erik helps agencies do it.</li> <li>How to find your niche, and what to do when you find it</li> <li>What to do when you fit into more than one niche?</li> <li>3 ways businesses can niche down — and how to know which works best for yours</li> <li>How to filter potential clients to see if they fit into your niche</li> <li>Why niching down makes your business more helpful, consistent, and profitable</li> </ul> Resources: <ul> <li>Weekly Q&amp;A: <a href="https://predictiveroi.com/pipeline-1" rel="noopener nofollow" target="_blank">https://predictiveroi.com/pipeline-1</a></li> <li>Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: <a href="https://predictiveroi.com/resources/books/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/resources/books/</a></li> <li>Predictive ROI Free Resource Library: <a href="https://predictiveroi.com/resources/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/resources/</a></li> <li>“How to Fill Your Sales Pipeline” Facebook Group: <a href="https://www.facebook.com/groups/b2bsalesfunnel" rel="noopener nofollow" target="_blank">https://www.facebook.com/groups/b2bsalesfunnel</a></li> <li>Website: <a href="https://predictiveroi.com/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/erik-jensen-b9946068/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/erik-jensen-b9946068/</a></li> <li>Twitter: <a href="https://twitter.com/predictive_roi" rel="noopener nofollow" target="_blank">https://twitter.com/predictive_roi</a></li> <li>Facebook: <a href="https://www.facebook.com/PredictiveROI" rel="noopener nofollow" target="_blank">https://www.facebook.com/PredictiveROI</a></li> </ul>

How to Choose Your Niche, with Erik Jensen

Stephen Woessner

Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts. Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix their mistakes. Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison. He has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.” His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine. What you will learn about in this episode:  What winning the Kentucky Derby and building a position of authority have in common Why Stephen believes the latest derby win was not an overnight success — and why there’s no such thing How Stephen and Erik ended up at the derby in the first place, and what they learned from it The impressive amount of strategy, analysis, and research that go into the probability odds for every single horse in the race Why Stephen decided to place a bet on this year’s biggest underdog…that’s right, Rich Strike What we as thought leaders can learn from this year’s Kentucky Derby winner, Richard Dawson — and why he entered the race in the first place  Resources:  Photos from Stephen: Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: https://predictiveroi.com/resources/books/ Predictive ROI Free Resource Library: https://predictiveroi.com/resources/ “How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel Website: https://predictiveroi.com/ LinkedIn: www.linkedin.com/in/stephenwoessner/ Twitter: https://twitter.com/stephenwoessner Facebook: https://www.facebook.com/PredictiveROI 

Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts. Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix their mistakes. Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison. He has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.” His digital marketing insights have been featured in <a href="http://Forbes.com" rel="nofollow" target="_blank">Forbes.com</a>, <a href="http://Entrepreneur.com" rel="nofollow" target="_blank">Entrepreneur.com</a>, The Washington Post, and Inc. Magazine. What you will learn about in this episode: <ul> <li>What winning the Kentucky Derby and building a position of authority have in common</li> <li>Why Stephen believes the latest derby win was not an overnight success — and why there’s no such thing</li> <li>How Stephen and Erik ended up at the derby in the first place, and what they learned from it</li> <li>The impressive amount of strategy, analysis, and research that go into the probability odds for every single horse in the race</li> <li>Why Stephen decided to place a bet on this year’s biggest underdog…that’s right, Rich Strike</li> <li>What we as thought leaders can learn from this year’s Kentucky Derby winner, Richard Dawson — and why he entered the race in the first place</li> </ul> Resources: <ul> <li>Photos from Stephen:</li> <li>Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: <a href="https://predictiveroi.com/resources/books/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/resources/books/</a></li> <li>Predictive ROI Free Resource Library: <a href="https://predictiveroi.com/resources/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/resources/</a></li> <li>“How to Fill Your Sales Pipeline” Facebook Group: <a href="https://www.facebook.com/groups/b2bsalesfunnel" rel="noopener nofollow" target="_blank">https://www.facebook.com/groups/b2bsalesfunnel</a></li> <li>Website: <a href="https://predictiveroi.com/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stephenwoessner/" rel="noopener nofollow" target="_blank">www.linkedin.com/in/stephenwoessner/</a></li> <li>Twitter: <a href="https://twitter.com/stephenwoessner" rel="noopener nofollow" target="_blank">https://twitter.com/stephenwoessner</a></li> <li>Facebook: <a href="https://www.facebook.com/PredictiveROI" rel="noopener nofollow" target="_blank">https://www.facebook.com/PredictiveROI</a></li> </ul>

A Win at the Kentucky Derby, with Stephen Woessner

Lori Jones

Lori Jones is the President and CEO of Avocet Communications.With more than twenty-five years of experience, Lori is a marketing executive and recognized leader in integrated communications in the digital age. Her experience shifting perceptions – for building brands for a share of heart and positioning companies for share of market – enable her to contribute a strong understanding of the intricacies of the motivators of today’s buyer. Her experience with national and local brands enable her to contribute a strong understanding of the intricacies of today’s consumer and business motivators. Lori is a founding member of the Forbes Agency Council, and under her leadership the agency has been named one of Colorado’s Top 100 Women-Owned Businesses by ColoradoBiz magazine multiple times, been included in The Denver Business Journal’s list of Top 25 Advertising Agencies in the state, and been named to BizWest’s Mercury 100 list year-over-year. And, in 2020 Lori was inducted into the Boulder County Business Hall of Fame. What you will learn about in this episode:  How Avocet Communications got its start in Lori’s parents’ basement What inspired Lori and her team to start Avocet’s podcast: “Integrate &amp; Ignite” The role that cornerstone content played in building a position of authority for Avocet Why Lori believes that building a position of authority starts with “having your own house in order” How to create consistency with your cornerstone content — and why it’s absolutely crucial to do so Ways to use cornerstone content to build a position of authority, add to your credibility, and enage with your Dream 25 list  Resources:  Podcast (“Integrate &amp; Ignite”): https://avocetcommunications.com/podcast/ Website: https://avocetcommunications.com LinkedIn:  Avocet Lori Jones   Facebook: https://www.facebook.com/AvocetCommunications/?fref=ts Twitter:  Avocet Lori Jones   

Lori Jones is the President and CEO of Avocet Communications.With more than twenty-five years of experience, Lori is a marketing executive and recognized leader in integrated communications in the digital age. Her experience shifting perceptions – for building brands for a share of heart and positioning companies for share of market – enable her to contribute a strong understanding of the intricacies of the motivators of today’s buyer. Her experience with national and local brands enable her to contribute a strong understanding of the intricacies of today’s consumer and business motivators. Lori is a founding member of the Forbes Agency Council, and under her leadership the agency has been named one of Colorado’s Top 100 Women-Owned Businesses by ColoradoBiz magazine multiple times, been included in The Denver Business Journal’s list of Top 25 Advertising Agencies in the state, and been named to BizWest’s Mercury 100 list year-over-year. And, in 2020 Lori was inducted into the Boulder County Business Hall of Fame. What you will learn about in this episode: <ul> <li>How Avocet Communications got its start in Lori’s parents’ basement</li> <li>What inspired Lori and her team to start Avocet’s podcast: “Integrate &amp; Ignite”</li> <li>The role that cornerstone content played in building a position of authority for Avocet</li> <li>Why Lori believes that building a position of authority starts with “having your own house in order”</li> <li>How to create consistency with your cornerstone content — and why it’s absolutely crucial to do so</li> <li>Ways to use cornerstone content to build a position of authority, add to your credibility, and enage with your Dream 25 list</li> </ul> Resources: <ul> <li>Podcast (“Integrate &amp; Ignite”): <a href="https://avocetcommunications.com/podcast/" rel="noopener nofollow" target="_blank">https://avocetcommunications.com/podcast/</a></li> <li>Website: <a href="https://avocetcommunications.com/" rel="noopener nofollow" target="_blank">https://avocetcommunications.com</a></li> <li>LinkedIn: <ul> <li><a href="https://www.linkedin.com/company/avocet-communications/?trk=tyah&amp;trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A906616%2Cidx%3A2-4-5%2CtarId%3A1466104454795%2Ctas%3Aavocet" rel="noopener nofollow" target="_blank">Avocet</a></li> <li><a href="https://www.linkedin.com/in/lorisutoriusjones/" rel="noopener nofollow" target="_blank">Lori Jones</a></li> </ul> </li> <li>Facebook: <a href="https://www.facebook.com/AvocetCommunications/?fref=ts" rel="noopener nofollow" target="_blank">https://www.facebook.com/AvocetCommunications/?fref=ts</a></li> <li>Twitter: <ul> <li><a href="https://twitter.com/AvocetComm" rel="noopener nofollow" target="_blank">Avocet</a></li> <li><a href="https://www.linkedin.com/in/lorisutoriusjones/" rel="noopener nofollow" target="_blank">Lori Jones</a></li> </ul> </li> </ul>

How to Play the Long Game, with Lori Jones

Jane Pfeiffer

Jane challenges and subverts expectations. Every single day. Leading by example, Jane guides the Fieldtrip team to develop sound, strategic work imbued with curiosity and significance. A previous research marketing specialist working in television, Jane started our agency with one client, Ashley HomeStore. As she built marketing strategies for Ashley HomeStore she grew new accounts and staff along the way. In our second decade, she has rebranded the agency, ready to take on the next chapter with the same vigor and tenacity that has helped us grow to this point. Jane is ferociously dedicated to ensuring everyone in and around the agency knows exactly where they’re headed and how they’ll get there. Jane says her biggest accomplishment is trusting her team to build an agency bigger than anything she could have dreamed of. But we know the truth of it, as she quotes Yoda —” Do or do not. There is no try.” Jane does. What you will learn about in this episode:  How Jane and her team at Fieldtrip niched down to grow their business and make a measurable impact in the world What niching down looks like, how long it takes, and where to get started. How to use your core values and beliefs to identify your ideal audience Why connecting with your audiences is more effective when you focus on impact. Why Jane believes that doing great work means doing great things in the world What it means to be a “Mission Multiplier”  Resources:  Website: wearefieldtrip.com Facebook: https://www.facebook.com/hellofieldtrip LinkedIn: https://www.linkedin.com/in/janepfeiffer/ Instagram: https://www.instagram.com/janewpfeiffer/ 

Jane challenges and subverts expectations. Every single day. Leading by example, Jane guides the Fieldtrip team to develop sound, strategic work imbued with curiosity and significance. A previous research marketing specialist working in television, Jane started our agency with one client, Ashley HomeStore. As she built marketing strategies for Ashley HomeStore she grew new accounts and staff along the way. In our second decade, she has rebranded the agency, ready to take on the next chapter with the same vigor and tenacity that has helped us grow to this point. Jane is ferociously dedicated to ensuring everyone in and around the agency knows exactly where they’re headed and how they’ll get there. Jane says her biggest accomplishment is trusting her team to build an agency bigger than anything she could have dreamed of. But we know the truth of it, as she quotes Yoda —” Do or do not. There is no try.” Jane does. What you will learn about in this episode: <ul> <li>How Jane and her team at Fieldtrip niched down to grow their business and make a measurable impact in the world</li> <li>What niching down looks like, how long it takes, and where to get started.</li> <li>How to use your core values and beliefs to identify your ideal audience</li> <li>Why connecting with your audiences is more effective when you focus on impact.</li> <li>Why Jane believes that doing great work means doing great things in the world</li> <li>What it means to be a “Mission Multiplier”</li> </ul> Resources: <ul> <li>Website: <a href="http://wearefieldtrip.com/" rel="noopener nofollow" target="_blank">wearefieldtrip.com</a></li> <li>Facebook: <a href="https://www.facebook.com/hellofieldtrip" rel="noopener nofollow" target="_blank">https://www.facebook.com/hellofieldtrip</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/janepfeiffer/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/janepfeiffer/</a></li> <li>Instagram: <a href="https://www.instagram.com/janewpfeiffer/" rel="noopener nofollow" target="_blank">https://www.instagram.com/janewpfeiffer/</a></li> </ul>

How to Be a Mission Multiplier, with Jane Pfeiffer

Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts. Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix their mistakes. Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison. He has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.” His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine. What you will learn about in this episode:  What makes somebody a thought leader? What thought leadership and baseball have in common — and why Stephen loves both of those things so dang much Why becoming a great thought leader starts with allowing yourself to be bad at it What audiences are looking for when they seek out thought leaders in their industry Why instant gratification is a common trap for thought leaders — and how to avoid it The “10 Truths of Thought Leadership” — what they are and how to apply them How to start adopting the mindset of a thought leader  Resources:  Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: https://predictiveroi.com/resources/books/ Predictive ROI Free Resource Library: https://predictiveroi.com/resources/ “How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel Website: https://predictiveroi.com/ LinkedIn: www.linkedin.com/in/stephenwoessner/ Twitter: https://twitter.com/stephenwoessner Facebook: https://www.facebook.com/PredictiveROI 

Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts. Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix their mistakes. Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison. He has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.” His digital marketing insights have been featured in <a href="http://Forbes.com" rel="nofollow" target="_blank">Forbes.com</a>, <a href="http://Entrepreneur.com" rel="nofollow" target="_blank">Entrepreneur.com</a>, The Washington Post, and Inc. Magazine. What you will learn about in this episode: <ul> <li>What makes somebody a thought leader?</li> <li>What thought leadership and baseball have in common — and why Stephen loves both of those things so dang much</li> <li>Why becoming a great thought leader starts with allowing yourself to be bad at it</li> <li>What audiences are looking for when they seek out thought leaders in their industry</li> <li>Why instant gratification is a common trap for thought leaders — and how to avoid it</li> <li>The “10 Truths of Thought Leadership” — what they are and how to apply them</li> <li>How to start adopting the mindset of a thought leader</li> </ul> Resources: <ul> <li>Book — “Sell with Authority,” by Drew McLellan and Stephen Woessner: <a href="https://predictiveroi.com/resources/books/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/resources/books/</a></li> <li>Predictive ROI Free Resource Library: <a href="https://predictiveroi.com/resources/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/resources/</a></li> <li>“How to Fill Your Sales Pipeline” Facebook Group: <a href="https://www.facebook.com/groups/b2bsalesfunnel" rel="noopener nofollow" target="_blank">https://www.facebook.com/groups/b2bsalesfunnel</a></li> <li>Website: <a href="https://predictiveroi.com/" rel="noopener nofollow" target="_blank">https://predictiveroi.com/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/stephenwoessner/" rel="noopener nofollow" target="_blank">www.linkedin.com/in/stephenwoessner/</a></li> <li>Twitter: <a href="https://twitter.com/stephenwoessner" rel="noopener nofollow" target="_blank">https://twitter.com/stephenwoessner</a></li> <li>Facebook: <a href="https://www.facebook.com/PredictiveROI" rel="noopener nofollow" target="_blank">https://www.facebook.com/PredictiveROI</a></li> </ul>

The Mindset of a Thought Leader, with Stephen Woessner

Karley Cunningham

Brand Strategist &amp; Business Growth Accelerator Karley Cunningham takes businesses from overcrowded, competitive spaces out into blue ocean territory where they can confidently stand out and thrive as brand leaders in their sector. Companies that want to be distinct in their marketplace retain Karley to sharpen their positioning and differentiation strategies to cut through the noise. Karley’s international client-base benefits from accelerated growth, increased profit, and stability as her innovative Surefire Method™ provides them with a strategy and toolkit. Having built three successful businesses, Karley knows what it takes to start, develop, and lead a company that delivers results. Her entrepreneurial success story is featured in the awarded book: The Widest Net by Pamela Slim. In addition, she’s a sought-after mentor and speaker for national and international business organizations and the host of The Made Possible Podcast. Believing deeply in the practice of givers gain, she is well-known and networked, and rarely goes a day without making a referral or connection. As a former pro athlete, Karley is performance-driven. An avid mountain biker, she is a two-time finisher of the BC Bike Race, a seven-day, 325 km mountain bike stage race, and is always looking out for her next trail running adventure. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4×4. What you will learn about in this episode:  How to infuse your fundamental values, truths, and beliefs into your brand — and why you want to What “blue ocean territory” is, and how to find yours Why Karley says that branding is NOT marketing What you can do to move away from the RFP process — and why Karley believes that it shouldn’t even exist How to avoid the “comparison trap” by focusing on your clients instead of your competitors Why you want to be fully-aligned with your clients — and what happens when you’re not How attracting right-fit clients will naturally help you repel wrong-fits  Resources:  Website: https://www.bigboldbrand.com/ LinkedIn: https://www.linkedin.com/in/karleycunningham/ Twitter: https://twitter.com/BrandMaven 

Brand Strategist &amp; Business Growth Accelerator Karley Cunningham takes businesses from overcrowded, competitive spaces out into blue ocean territory where they can confidently stand out and thrive as brand leaders in their sector. Companies that want to be distinct in their marketplace retain Karley to sharpen their positioning and differentiation strategies to cut through the noise. Karley’s international client-base benefits from accelerated growth, increased profit, and stability as her innovative Surefire Method™ provides them with a strategy and toolkit. Having built three successful businesses, Karley knows what it takes to start, develop, and lead a company that delivers results. Her entrepreneurial success story is featured in the awarded book: The Widest Net by Pamela Slim. In addition, she’s a sought-after mentor and speaker for national and international business organizations and the host of The Made Possible Podcast. Believing deeply in the practice of givers gain, she is well-known and networked, and rarely goes a day without making a referral or connection. As a former pro athlete, Karley is performance-driven. An avid mountain biker, she is a two-time finisher of the BC Bike Race, a seven-day, 325 km mountain bike stage race, and is always looking out for her next trail running adventure. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4×4. What you will learn about in this episode: <ul> <li>How to infuse your fundamental values, truths, and beliefs into your brand — and why you want to</li> <li>What “blue ocean territory” is, and how to find yours</li> <li>Why Karley says that branding is NOT marketing</li> <li>What you can do to move away from the RFP process — and why Karley believes that it shouldn’t even exist</li> <li>How to avoid the “comparison trap” by focusing on your clients instead of your competitors</li> <li>Why you want to be fully-aligned with your clients — and what happens when you’re not</li> <li>How attracting right-fit clients will naturally help you repel wrong-fits</li> </ul> Resources: <ul> <li>Website: <a href="https://www.bigboldbrand.com/" rel="noopener nofollow" target="_blank">https://www.bigboldbrand.com/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/karleycunningham/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/karleycunningham/</a></li> <li>Twitter: <a href="https://twitter.com/BrandMaven" rel="noopener nofollow" target="_blank">https://twitter.com/BrandMaven</a></li> </ul>

Your Fundamental Beliefs and Truths Matter, with Karley Cunningham

The Sell with Authority Podcast is for agency owners, business coaches, and strategic consultants who are looking to grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality. How do you future-proof your business? How do you attract a steady stream of well-prepared prospects into your sales pipeline? How do you step away from the sea of competitors so you stand out?Each episode contains valuable insights, recommendations, and tangible examples of best practices — not theoretical prose. Every step — every tool you need to establish your authority position, to grow and nurture your audience, and to build your business is all here in full transparency.The podcast is hosted by Stephen Woessner, CEO of Predictive ROI. And — Drew McLellan, CEO of Agency Management Institute and co-author with Stephen of the book “Sell with Authority”, will be a frequent guest expert and contributor.

Chris Prefontaine

Chris is the best-selling author of Real Estate on Your Terms: Create Continuous Cash Flow Now, Without Using Your Cash or Credit. He’s also the founder of SmartRealEstateCoach.com and the Smart Real Estate Coach podcast. Chris has been in real estate for over 25 years. His experience includes the construction of over 100 single-family and duplex homes (mostly in the 1990’s and selectively to date), has owned a Realty Executives Franchise (Massachusetts 1994-2000) as broker/owner which maintained high per-agent standards and eventually sold to Coldwell Banker in 2000. The 2000’s included coaching ½ million and higher REALTORs® in order to scale &amp; automate their business throughout the US and Canada. He also participated (and still does selectively) in doing condo conversions (multi-family homes to condos) and “raise the roof” projects (converting single-family ranches to colonials in growth neighborhoods). Chris has been a big advocate of constant education and participates regularly in high-end mastermind groups, as well as consults with private mentors. He runs his own buying and selling businesses with his family team, which buys 2-5 properties monthly, so they’re in the trenches every single week. They also help clients do the same thing around the country. Chris and his family team have done over 80 million in real estate transactions. They mentor, coach, consult, and actually partner with students around the country (by application only) to do exactly what they do. What you will learn about in this episode:  What it means to have a position of authority in your industry, and why it’s so important How you can create a position of authority for your business and “plant your flag” in your local market Why owning your position of authority is crucial for protecting your business from larger or well-funded competitors in your market How to use your position of authority to attract right-fit prospects while simultaneously repelling the wrong ones The importance of staying current in your industry, and how it affects your position of authority as well as your personal credibility Why it can be dangerous (yes, dangerous) for businesses to operate alongside competitors who are not staying current in their industry How taking the time to stay current while helping others do the same — “teaching what you’re applying” — can help you build trust, authority, and loyalty with your audiences  Resources:  Website: https://www.smartrealestatecoach.com LinkedIn: https://www.linkedin.com/in/chrisprefontaine/ YouTube: https://www.youtube.com/user/chrispreonline Twitter: https://twitter.com/chrispre Facebook: https://www.facebook.com/CHRISPRE 

Chris is the best-selling author of Real Estate on Your Terms: Create Continuous Cash Flow Now, Without Using Your Cash or Credit. He’s also the founder of <a href="http://SmartRealEstateCoach.com" rel="nofollow" target="_blank">SmartRealEstateCoach.com</a> and the Smart Real Estate Coach podcast. Chris has been in real estate for over 25 years. His experience includes the construction of over 100 single-family and duplex homes (mostly in the 1990’s and selectively to date), has owned a Realty Executives Franchise (Massachusetts 1994-2000) as broker/owner which maintained high per-agent standards and eventually sold to Coldwell Banker in 2000. The 2000’s included coaching ½ million and higher REALTORs® in order to scale &amp; automate their business throughout the US and Canada. He also participated (and still does selectively) in doing condo conversions (multi-family homes to condos) and “raise the roof” projects (converting single-family ranches to colonials in growth neighborhoods). Chris has been a big advocate of constant education and participates regularly in high-end mastermind groups, as well as consults with private mentors. He runs his own buying and selling businesses with his family team, which buys 2-5 properties monthly, so they’re in the trenches every single week. They also help clients do the same thing around the country. Chris and his family team have done over 80 million in real estate transactions. They mentor, coach, consult, and actually partner with students around the country (by application only) to do exactly what they do. What you will learn about in this episode: <ul> <li>What it means to have a position of authority in your industry, and why it’s so important</li> <li>How you can create a position of authority for your business and “plant your flag” in your local market</li> <li>Why owning your position of authority is crucial for protecting your business from larger or well-funded competitors in your market</li> <li>How to use your position of authority to attract right-fit prospects while simultaneously repelling the wrong ones</li> <li>The importance of staying current in your industry, and how it affects your position of authority as well as your personal credibility</li> <li>Why it can be dangerous (yes, dangerous) for businesses to operate alongside competitors who are not staying current in their industry</li> <li>How taking the time to stay current while helping others do the same — “teaching what you’re applying” — can help you build trust, authority, and loyalty with your audiences</li> </ul> Resources: <ul> <li>Website: <a href="https://www.smartrealestatecoach.com/" rel="noopener nofollow" target="_blank">https://www.smartrealestatecoach.com</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/chrisprefontaine/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/chrisprefontaine/</a></li> <li>YouTube: <a href="https://www.youtube.com/user/chrispreonline" rel="noopener nofollow" target="_blank">https://www.youtube.com/user/chrispreonline</a></li> <li>Twitter: <a href="https://twitter.com/chrispre" rel="noopener nofollow" target="_blank">https://twitter.com/chrispre</a></li> <li>Facebook: <a href="https://www.facebook.com/CHRISPRE" rel="noopener nofollow" target="_blank">https://www.facebook.com/CHRISPRE</a></li> </ul>

How a Position of Authority Grows Your Business, with Chris Prefontaine

James Carbary

James Carbary is the Founder of Sweet Fish Media (a podcast agency for B2B brands) and Showcase (a SaaS product for podcasters). He’s also the Executive Producer of two podcasts: B2B Growth and Young Married Christian. He’s the author of Content-Based Networking (a best-selling book about how you can connect with anyone you want to know), and he doesn’t eat at restaurants that serve Pepsi (because…gross). As awesome as James might think he is…he’ll never be as great (or as interesting) as his wife Lisa, who played college rugby and now trains dolphins at Disney World. What you will learn about in this episode:  What Content-Based Networking is, how it works, and why James wrote an entire book about it Why companies should be hiring more creators, rather than more marketers Ways to recognize “commodity content” — and why you should never settle for it How to make your voice stand out in a seemingly endless sea of other creators Why you should stop viewing like-minded businesses in your industry as competitors, and start valuing them as collaborators How creators add MASSIVE value to companies, and how their insight and influence can transform your business (for good)  Resources:  Website: https://sweetfishmedia.com/ LinkedIn: https://www.linkedin.com/in/jamescarbary/ Twitter: https://twitter.com/jamescarbary Facebook: https://www.facebook.com/sweetfishmedia 

James Carbary is the Founder of Sweet Fish Media (a podcast agency for B2B brands) and Showcase (a SaaS product for podcasters). He’s also the Executive Producer of two podcasts: B2B Growth and Young Married Christian. He’s the author of Content-Based Networking (a best-selling book about how you can connect with anyone you want to know), and he doesn’t eat at restaurants that serve Pepsi (because…gross). As awesome as James might think he is…he’ll never be as great (or as interesting) as his wife Lisa, who played college rugby and now trains dolphins at Disney World. What you will learn about in this episode: <ul> <li>What Content-Based Networking is, how it works, and why James wrote an entire book about it</li> <li>Why companies should be hiring more creators, rather than more marketers</li> <li>Ways to recognize “commodity content” — and why you should never settle for it</li> <li>How to make your voice stand out in a seemingly endless sea of other creators</li> <li>Why you should stop viewing like-minded businesses in your industry as competitors, and start valuing them as collaborators</li> <li>How creators add MASSIVE value to companies, and how their insight and influence can transform your business (for good)</li> </ul> Resources: <ul> <li>Website: <a href="https://sweetfishmedia.com/" rel="noopener nofollow" target="_blank">https://sweetfishmedia.com/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/jamescarbary/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/jamescarbary/</a></li> <li>Twitter: <a href="https://twitter.com/jamescarbary" rel="noopener nofollow" target="_blank">https://twitter.com/jamescarbary</a></li> <li>Facebook: <a href="https://www.facebook.com/sweetfishmedia" rel="noopener nofollow" target="_blank">https://www.facebook.com/sweetfishmedia</a></li> </ul>

How Content Creators Can Grow Your Engaged Audience, with James Carbary

Susan Baier

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. What you will learn about in this episode:  How Susan helps agencies and organizations use research to position themselves as thought leaders for their audiences What genuine thought leadership looks like — and how research builds a solid platform for it Why getting results that surprise you or contradict what you previously thought is a GOOD thing, and why it’s important to be vulnerable with your followers How thought leaders can be “relentlessly helpful” for their audiences, and what that means for your business Why Susan always says that your research is “like a cupcake, but YOU are the icing” How you can infuse your unique perspectives, insights, and expertise into your research — and why it’s so important to do so Ways to turn your research into a helpful, engaging, and sustainable source for content  Resources:  Website: https://audienceaudit.com Facebook: https://www.facebook.com/AudienceAudit/ LinkedIn: https://www.linkedin.com/in/susanbaieraz/ Twitter: @susanbaier 

A marketing strategist for over 30 years, Susan Baier founded Audience Audit in 2009 to help organizations understand their best audiences based on attitudes and needs rather than just demographics or purchase behavior. She develops custom segmentation research for marketers and agencies around the world, supporting their efforts to create marketing initiatives that are more relevant, more efficient, and more impactful. What you will learn about in this episode: <ul> <li>How Susan helps agencies and organizations use research to position themselves as thought leaders for their audiences</li> <li>What genuine thought leadership looks like — and how research builds a solid platform for it</li> <li>Why getting results that surprise you or contradict what you previously thought is a GOOD thing, and why it’s important to be vulnerable with your followers</li> <li>How thought leaders can be “relentlessly helpful” for their audiences, and what that means for your business</li> <li>Why Susan always says that your research is “like a cupcake, but YOU are the icing”</li> <li>How you can infuse your unique perspectives, insights, and expertise into your research — and why it’s so important to do so</li> <li>Ways to turn your research into a helpful, engaging, and sustainable source for content</li> </ul> Resources: <ul> <li>Website: <a href="https://audienceaudit.com/" rel="noopener nofollow" target="_blank">https://audienceaudit.com</a></li> <li>Facebook: <a href="https://www.facebook.com/AudienceAudit/" rel="noopener nofollow" target="_blank">https://www.facebook.com/AudienceAudit/</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/susanbaieraz/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/susanbaieraz/</a></li> <li>Twitter: <a href="https://twitter.com/susanbaier" rel="noopener nofollow" target="_blank">@susanbaier</a></li> </ul>

What it Means to be Relentlessly Helpful, with Susan Baier

Del Esparza

Brandale Mills Cox

Del founded Esparza in 2000 to provide strategic marketing, advertising, and business solutions to a broad range of national public and private clients. A native of Albuquerque, Del acquired his marketing expertise at companies including IBM, DuPont, and Conoco. Dr. Mills Cox is a multicultural market researcher and founder and principal of Inclusive Market Research Group, LLC. Her previous work examined media representations of communities of color and Black female representation in the media, specifically examining audience engagement. Her current research includes qualitative focus groups, giving insight into multicultural consumer markets. As a Black American consumer insight expert, Dr. Mills Cox provides cultural insight and direction for market strategy and planning. Dr. Mills Cox is also a Communications faculty member at Central New Mexico Community College (CNM) in Albuquerque, New Mexico. She also served as an Assistant Professor and Graduate Program Coordinator at Norfolk State University (Norfolk, VA) in the Mass Communications and Journalism department. In this role, she taught communications courses, supervised the graduate program and its students, in addition to coordinating the program’s logistics. As Graduate Program Coordinator, Dr. Mills Cox assisted with developing new course offerings and initiated new curriculum development. What you will learn about in this episode:  What genuinely inclusive market research looks like, how it is conducted, and why it is invaluable for businesses in every industry How the COVID-19 pandemic and the countless social justice movements that have gained momentum over the past few years have left a lasting impact on consumer behavior What recent shifts in consumer behavior mean for businesses, brands, and the expectations held by their audiences Why it is crucial for brands to align their values with their audiences,’ and how they can do so with integrity, responsibility, and authenticity The best way for brands to communicate their commitment to social responsibility with their audiences while keeping themselves accountable How brands should react if and when they take a misstep, and how the right reactions can not only repair but STRENGTHEN your consumer relationships Which brands are currently leading social progress through their commitment to inclusivity and diversity — and what the rest of us can learn from them  Resources: Del Esparza:  Website: https://esparza.com/ LinkedIn:  https://www.linkedin.com/in/del-esparza-8b49781/ https://www.linkedin.com/company/esparza-advertising/   Facebook: https://www.facebook.com/esparzaadvertising/ Twitter: https://www.facebook.com/esparzaadvertising/  Dr. Brandale Mills Cox:  Website:  https://drbrandalemills.com/ https://www.inclusivemarketresearchgroup.com/   LinkedIn:  https://www.linkedin.com/in/brandale-mills-cox-ph-d-327751b/ https://www.linkedin.com/company/inclusive-market-research-group/   Facebook: https://www.facebook.com/inclusivemrg/ Twitter: https://twitter.com/InclusiveMRG 

Del founded Esparza in 2000 to provide strategic marketing, advertising, and business solutions to a broad range of national public and private clients. A native of Albuquerque, Del acquired his marketing expertise at companies including IBM, DuPont, and Conoco. Dr. Mills Cox is a multicultural market researcher and founder and principal of Inclusive Market Research Group, LLC. Her previous work examined media representations of communities of color and Black female representation in the media, specifically examining audience engagement. Her current research includes qualitative focus groups, giving insight into multicultural consumer markets. As a Black American consumer insight expert, Dr. Mills Cox provides cultural insight and direction for market strategy and planning. Dr. Mills Cox is also a Communications faculty member at Central New Mexico Community College (CNM) in Albuquerque, New Mexico. She also served as an Assistant Professor and Graduate Program Coordinator at Norfolk State University (Norfolk, VA) in the Mass Communications and Journalism department. In this role, she taught communications courses, supervised the graduate program and its students, in addition to coordinating the program’s logistics. As Graduate Program Coordinator, Dr. Mills Cox assisted with developing new course offerings and initiated new curriculum development. What you will learn about in this episode: <ul> <li>What genuinely inclusive market research looks like, how it is conducted, and why it is invaluable for businesses in every industry</li> <li>How the COVID-19 pandemic and the countless social justice movements that have gained momentum over the past few years have left a lasting impact on consumer behavior</li> <li>What recent shifts in consumer behavior mean for businesses, brands, and the expectations held by their audiences</li> <li>Why it is crucial for brands to align their values with their audiences,’ and how they can do so with integrity, responsibility, and authenticity</li> <li>The best way for brands to communicate their commitment to social responsibility with their audiences while keeping themselves accountable</li> <li>How brands should react if and when they take a misstep, and how the right reactions can not only repair but STRENGTHEN your consumer relationships</li> <li>Which brands are currently leading social progress through their commitment to inclusivity and diversity — and what the rest of us can learn from them</li> </ul> Resources: Del Esparza: <ul> <li>Website: <a href="https://esparza.com/" rel="noopener nofollow" target="_blank">https://esparza.com/</a></li> <li>LinkedIn: <ul> <li><a href="https://www.linkedin.com/in/del-esparza-8b49781/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/del-esparza-8b49781/</a></li> <li><a href="https://www.linkedin.com/company/esparza-advertising/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/company/esparza-advertising/</a></li> </ul> </li> <li>Facebook: <a href="https://www.facebook.com/esparzaadvertising/" rel="noopener nofollow" target="_blank">https://www.facebook.com/esparzaadvertising/</a></li> <li>Twitter: <a href="https://www.facebook.com/esparzaadvertising/" rel="noopener nofollow" target="_blank">https://www.facebook.com/esparzaadvertising/</a></li> </ul> Dr. Brandale Mills Cox: <ul> <li>Website: <ul> <li><a href="https://drbrandalemills.com/" rel="noopener nofollow" target="_blank">https://drbrandalemills.com/</a></li> <li><a href="https://www.inclusivemarketresearchgroup.com/" rel="noopener nofollow" target="_blank">https://www.inclusivemarketresearchgroup.com/</a></li> </ul> </li> <li>LinkedIn: <ul> <li><a href="https://www.linkedin.com/in/brandale-mills-cox-ph-d-327751b/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/brandale-mills-cox-ph-d-327751b/</a></li> <li><a href="https://www.linkedin.com/company/inclusive-market-research-group/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/company/inclusive-market-research-group/</a></li> </ul> </li> <li>Facebook: <a href="https://www.facebook.com/inclusivemrg/" rel="noopener nofollow" target="_blank">https://www.facebook.com/inclusivemrg/</a></li> <li>Twitter: <a href="https://twitter.com/InclusiveMRG" rel="noopener nofollow" target="_blank">https://twitter.com/InclusiveMRG</a></li> </ul>

Branding and Social Responsibility, with Del Esparza and Dr. Brandale Mills Cox

Drew McLellan

For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&amp;R, worked in boutique-sized agencies, and then started his own agency (which he still owns and runs) in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops, and more. What you will learn about in this episode:  Why thought leaders are like lighthouses — the metaphor that Drew uses to describe niche authority The key piece of wisdom that will bring clients to your door How to establish trust before people even meet you What the Edelman Trust Barometer is and how you can leverage that information Why your engaged community is authentic proof of your expertise Why we shouldn’t be afraid to narrow our focus on how we serve others The importance of finding right-fit clients Why we need to score our clients every quarter and how to do it How to filter out the sweet spot clients and replicate them Three strategic steps to getting past your fear and stepping into your authority  Resources:  Website: www.agencymanagementinstitute.com Email: drew@agencymanagementinstitute.com LinkedIn: https://www.linkedin.com/in/drewmclellan/ Facebook:  https://www.facebook.com/agencymanagementinstitute https://www.facebook.com/McLellanMarketing   Twitter: https://twitter.com/drewmclellan/ Sweet Spot Client Filter Download: https://agencymanagementinstitute.com/client-filter/ 

For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&amp;R, worked in boutique-sized agencies, and then started his own agency (which he still owns and runs) in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops, and more. What you will learn about in this episode: <ul> <li>Why thought leaders are like lighthouses — the metaphor that Drew uses to describe niche authority</li> <li>The key piece of wisdom that will bring clients to your door</li> <li>How to establish trust before people even meet you</li> <li>What the Edelman Trust Barometer is and how you can leverage that information</li> <li>Why your engaged community is authentic proof of your expertise</li> <li>Why we shouldn’t be afraid to narrow our focus on how we serve others</li> <li>The importance of finding right-fit clients</li> <li>Why we need to score our clients every quarter and how to do it</li> <li>How to filter out the sweet spot clients and replicate them</li> <li>Three strategic steps to getting past your fear and stepping into your authority</li> </ul> Resources: <ul> <li>Website: <a href="http://www.agencymanagementinstitute.com/" rel="noopener nofollow" target="_blank">www.agencymanagementinstitute.com</a></li> <li>Email: <a href="mailto:drew@agencymanagementinstitute.com">drew@agencymanagementinstitute.com</a></li> <li>LinkedIn: <a href="https://www.linkedin.com/in/drewmclellan/" rel="noopener nofollow" target="_blank">https://www.linkedin.com/in/drewmclellan/</a></li> <li>Facebook: <ul> <li><a href="https://www.facebook.com/agencymanagementinstitute" rel="noopener nofollow" target="_blank">https://www.facebook.com/agencymanagementinstitute</a></li> <li><a href="https://www.facebook.com/McLellanMarketing" rel="noopener nofollow" target="_blank">https://www.facebook.com/McLellanMarketing</a></li> </ul> </li> <li>Twitter: <a href="https://twitter.com/drewmclellan/" rel="noopener nofollow" target="_blank">https://twitter.com/drewmclellan/</a></li> <li>Sweet Spot Client Filter Download: <a href="https://agencymanagementinstitute.com/client-filter/" rel="noopener nofollow" target="_blank">https://agencymanagementinstitute.com/client-filter/</a></li> </ul>

How to Sell with Authority, with Drew McLellan

The Sell with Authority Podcast is for agency owners, business coaches, and strategic consultants who are looking to grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality. How do you future-proof your business? How do you attract a steady stream of well-prepared prospects into your sales pipeline? How do you step away from the sea of competitors so you stand out? Each episode contains valuable insights, recommendations, and tangible examples of best practices — not theoretical prose. Every step — every tool you need to establish your authority position, to grow and nurture your audience, and to build your business is all here in full transparency. The podcast is hosted by Stephen Woessner, CEO of Predictive ROI. And — Drew McLellan, CEO of Agency Management Institute and co-author with Stephen of the book “Sell with Authority”, will be a frequent guest expert and contributor. 

The Sell with Authority Podcast is for agency owners, business coaches, and strategic consultants who are looking to grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality. How do you future-proof your business? How do you attract a steady stream of well-prepared prospects into your sales pipeline? How do you step away from the sea of competitors so you stand out? Each episode contains valuable insights, recommendations, and tangible examples of best practices — not theoretical prose. Every step — every tool you need to establish your authority position, to grow and nurture your audience, and to build your business is all here in full transparency. The podcast is hosted by Stephen Woessner, CEO of Predictive ROI. And — Drew McLellan, CEO of Agency Management Institute and co-author with Stephen of the book “Sell with Authority”, will be a frequent guest expert and contributor.

Welcome to the Sell With Authority Podcast, with Stephen Woessner

The Sell with Authority Podcast is for agency owners, business coaches, and strategic consultants who are looking to grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality. How do you future-proof your business? How do you attract a steady stream of well-prepared prospects into your sales pipeline? How do you step away from the sea of competitors so you stand out? Each episode contains valuable insights, recommendations, and tangible examples of best practices — not theoretical prose. Every step — every tool you need to establish your authority position, to grow and nurture your audience, and to build your business is all here in full transparency. The podcast is hosted by Stephen Woessner, CEO of Predictive ROI. And — Drew McLellan, CEO of Agency Management Institute and co-author with Stephen of the book “Sell with Authority”, will be a frequent guest expert and contributor.

Sell With Authority

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