The Shift from Generalist to Specialist

Welcome to another episode of The Art of Consulting, where we delve deep into the strategies and experiences of seasoned professionals in the consulting sphere. Today's guest is none other than Mark Amtower, the founder and partner of Amtower & Company, a firm specializing in marketing to the government. With a career spanning 39 years, Mark has been at the forefront of acknowledging and leveraging the nuances of marketing within the government contracting world. Episode Breakdown:

00:00 - 00:01: Speaker 1 (Host) opens the episode with a greeting to the audience.

00:15 - 00:22: Speaker 2 introduces Mark Amtower, highlighting his role as the founder of Amtower & Company.

00:23 - 00:25: Mark Amtower expresses his gratitude for being invited to the show.

00:25 - 00:36: The conversation touches upon a previous discussion, and Mark is prompted to share details about his background and focus.

00:38 - 01:27: Mark discusses the beginnings of his company in 1985, his background in literature, and his dive into the unique discipline of marketing to the government.

01:27 - 01:31: Mark humorously acknowledges the longevity of his career.

01:33 - 01:36: Speaker 2 jokes about Mark's long-standing career.

01:36 - 01:37: Mark responds with a light-hearted comment.

01:39 - 02:50: The dialogue shifts to the theme of non-traditional paths to consulting, highlighting the diverse skills that people bring to the industry.

02:50 - 03:04: Speaker 2 asks Mark how his non-traditional background shaped his consulting approach.

03:04 - 03:45: Mark recounts experiences, such as telemarketing and IT sales, that provided valuable skills for his consulting career.

03:45 - 04:27: Mark discusses his entry into advertising and how he identified a niche in marketing to government, which led to establishing his consulting presence.

04:28 - 05:14: Challenges of creating a client pipeline and managing financial concerns as a new consultant are discussed.

05:15 - 05:44: Speaker 2 reflects on the difficulty of securing subsequent contracts and the importance of building a client pipeline.

05:44 - 06:09: Speaker 2 asks how Mark identified and pursued the niche in government marketing.

06:09 - 06:54: Mark shares how he recognized unmet needs in the market and became the first to address federal marketing issues.

06:54 - 07:39: Mark explains positioning strategies and being first-to-market, referencing Jack Trout and Al Ries’ marketing insights.

07:40 - 08:21: Mark's journey of writing about government business and giving speaking engagements is discussed.

08:21 - 08:27: Mark mentions how ad agencies in D.C. often overlooked marketing to the government.

08:29 - 09:01: Speaker 2 discusses the concept of market awareness and recognizing gaps in the market.

09:01 - 09:32: Speaker 2 and Mark talk about the importance of acting on ideas when opportunities arise.

09:32 - 09:50: Mark shares his strategy for building expertise through experience and addressing industry issues like mailroom logistics.

09:51 - 10:37: Mark explains his innovative solution to improve mail delivery in federal agencies by understanding internal processes.

10:37 - 11:14: Mark discusses founding an association to facilitate collaboration between mailers and federal mail managers.

11:14 - 11:51: The importance of addressing industry-specific problems through communication and collaboration is emphasized.

11:51 - 12:29: Mark's experience with influencing mail routing in federal agencies is shared.

12:31 - 13:07: Speaker 2 appreciates Mark’s problem-solving approach and the importance of recognizing critical roles within organizations.

13:07 - 13:29: Speaker 2 relates Mark's experiences to modern challenges in delivering messages effectively.

13:29 - 14:16: Mark discusses how his business pivoted due to the rise of online platforms, affecting his direct mail business, and how he adapted.

14:21 - 14:35: Mark shares how engaging with a federal webmasters group helped him understand the changing landscape and adapt his consulting approach.

14:44 - 15:19: Speaker 2 highlights the importance of specialization and continuous learning in consulting.

15:19 - 15:51: Speaker 2 emphasizes the role of critical thinking and deepening domain expertise through industry involvement.

15:52 - 15:55: Speaker 2 notes the evolving nature of consulting and the need for specialization to stay competitive.

15:56 - 16:26: Mark discusses how consultants need to evolve their subject matter expertise to remain relevant in the industry.

16:26 - 16:29: Speaker 2 agrees with Mark's point.

16:27 - 16:29: Mark briefly mentions that his expertise doesn't cover all markets.

16:30 - 16:57: Speaker 2 talks about the dynamics of generalists versus specialists and how to find one's niche.

17:36 - 18:07: Mark shares a story about how Netscape disrupted the market, forcing him to pivot his business.

18:10 - 18:20: Mark emphasizes the ongoing need for consultants to adjust and innovate in response to technological changes like Web 2.0.

18:21 - 18:52: Mark and Speaker 2 discuss how Web 2.0 tools opened new opportunities for consultants to publish and share content.

18:53 - 19:38: Mark explains how he leveraged LinkedIn to establish his B2G (business-to-government) platform and his experience as a beta tester for LinkedIn's Pulse feature.

19:38 - 20:24: Mark talks about adapting to LinkedIn’s evolving features and becoming a prolific content creator.

20:24 - 21:09: Mark explains how LinkedIn helped him build thought leadership and connect with his target audience.

21:09 - 21:13: Speaker 2 affirms Mark's approach.

21:15 - 21:42: Mark advises on making a strong first impression on LinkedIn, including using the profile banner effectively.

21:57 - 21:58: Mark suggests using LinkedIn features strategically to enhance personal branding.

22:39 - 23:00: Mark and Speaker 2 discuss how LinkedIn evolved from a resume site into a networking and content publishing platform.

23:00 - 23:31: Mark stresses the importance of crafting a compelling LinkedIn 'About' section to create a positive first impression.

23:31 - 23:34: Speaker 2 humorously comments on common mistakes with LinkedIn profile banners.

23:34 - 24:17: Mark emphasizes the strategic use of every LinkedIn profile element to project a professional image and value proposition.

24:18 - 24:53: Speaker 2 appreciates Mark’s tips and underscores the need for attention to detail in presenting oneself professionally on LinkedIn.

25:35 - 25:54: Speaker 2 asks Mark about his content creation schedule on LinkedIn.

25:54 - 26:42: Mark shares that he doesn’t follow a strict calendar but publishes when inspiration strikes, along with commitments to other platforms.

26:42 - 27:20: Mark talks about his prolific writing and method of seeking feedback before publishing content.

27:20 - 28:09: Mark shares how feedback from trusted peers helps him refine his content for relevance and clarity.

28:09 - 28:37: Speaker 2 highlights the value of critical thinking and the iterative process of content creation.

28:37 - 29:11: Mark advises on capturing ideas and nurturing them for professional growth and content creation.

29:11 - 29:38: Mark suggests validating ideas with trusted peers to improve them and ensure professional growth.

29:39 - 30:07: Speaker 2 and Mark discuss the importance of continuous learning, feedback, and engaging with one's audience.

30:07 - 30:37: Speaker 2 reflects on sharing ideas and receiving feedback as key to enhancing one’s professional expertise.

30:47 - 31:20: Mark advises carrying a notebook to jot down ideas for later reflection and development.

31:28 - 32:04: Speaker 2 reflects on revisiting ideas over time and their potential for future relevance.

32:17 - 32:27: Mark humorously comments that everyone has a novel or country song in them, but not all ideas need to be shared publicly.

32:47 - 33:27: Mark shares an analogy from sports journalist Sally Jenkins about tennis margins, comparing it to consulting and handling setbacks.

33:50 - 34:28: Speaker 2 and Mark discuss the importance of nurturing even small ideas into valuable contributions.

34:58 - 35:40: The conversation shifts to building a pipeline for consulting work, and Mark advises defining a target audience and creating relevant content.

35:41 - 36:24: Mark shares a key lesson about realizing that the real decision-maker in a company was the CEO, not the marketing contact.

36:42 - 37:15: Speaker 2 and Mark discuss recognizing key decision-makers and influencers in organizations.

37:15 - 39:44: Mark emphasizes the value of connecting with executive assistants, understanding their preferences, and using LinkedIn to foster relationships with decision-makers.

39:10 - 39:44: Mark and Speaker 2 talk about nurturing influential connections and recognizing their contributions.

40:30 - 41:06: Mark continues discussing the importance of recognizing the power and influence of executive assistants in decision-making processes, sharing tips on building genuine relationships with them.

41:06 - 41:41: Mark emphasizes how consultants should research and understand the needs of both decision-makers and their assistants to provide better value.

41:41 - 42:12: Speaker 2 reflects on the vital role executive assistants play in shaping consulting engagements and client relationships.

42:12 - 42:44: Mark shares his experience using LinkedIn to connect with decision-makers and their assistants, noting how this approach has helped him open doors to new opportunities.

42:45 - 43:16: Mark advises using LinkedIn strategically to gather insights about companies and individuals, tailoring outreach efforts to resonate with the needs and interests of potential clients.

43:16 - 43:58: The conversation turns to building trust and credibility on LinkedIn. Mark stresses the importance of being consistent in messaging, content creation, and follow-ups to maintain visibility and authority.

43:58 - 44:34: Mark touches on how to nurture connections on LinkedIn over time, explaining that providing value and engaging authentically helps build long-term relationships with potential clients.

44:35 - 45:10: Speaker 2 asks Mark how he manages to stay on top of industry trends and maintain his relevance after decades in the consulting industry.

45:10 - 46:10: Mark shares his learning habits, including constantly reading, attending webinars, and keeping an eye on emerging technologies and market shifts, to ensure he can offer up-to-date advice to his clients.

46:10 - 47:02: Speaker 2 reflects on the importance of continuous learning and adapting to new trends in consulting, agreeing with Mark's approach of staying curious and informed.

47:02 - 47:52: Mark gives an example of how evolving technologies and changes in government policies have reshaped the way consultants need to approach marketing and business development strategies.

47:52 - 48:32: Mark discusses the rise of AI and automation tools in marketing and how they impact the role of consultants, especially in creating more personalized outreach.

48:32 - 49:02: Speaker 2 asks Mark for his thoughts on how consultants can use these new tools to improve their client relationships.

49:02 - 50:01: Mark emphasizes that while AI and automation are helpful, building personal relationships and trust remains critical. He encourages consultants to strike a balance between using technology and maintaining a human touch in client interactions.

50:01 - 50:43: Mark shares a final tip for consultants: to always remain flexible and open to new ways of solving problems, whether through technology, strategy, or networking.

50:44 - 51:10: Speaker 2 asks Mark to offer any parting advice for consultants looking to break into government marketing or consulting in general.

51:10 - 52:10: Mark advises consultants to focus on understanding the specific needs of their target market, build a strong personal brand, and consistently deliver value. He also emphasizes perseverance in developing relationships and gaining trust in the consulting world.

52:10 - 52:58: Mark reflects on the most rewarding aspects of his consulting career, sharing that seeing his clients succeed and making an impact on their businesses has been the highlight of his journey.

52:58 - 53:00: Speaker 2 wraps up the episode by thanking Mark for his time and insights, and closes the conversation.

53:00 - End: The episode concludes with a call to action for listeners to connect with Mark Amtower online and to stay tuned for future episodes.

Episode Highlights:

• 00:15 - 00:22: Introduction of Mark Amtower, a seasoned expert in government contracting marketing.

• 00:38 - 01:27: Mark shares his unique journey into the niche of marketing to the government.

• 01:39 - 02:50: Discussion on the value of non-traditional paths to consulting.

• 04:28 - 05:14: Mark talks about the challenges of creating a client pipeline for consultants.

• 05:44 - 06:09: Insights into how Mark identified a marketing niche in the government sector.

• 08:21 - 08:27: Addressing the lack of marketing to government within ad agencies.

• 14:44 - 15:19: The importance of specialization and continuous learning in consulting.

• 23:34 - 24:17: Tips for making a strong first impression with your LinkedIn profile.

• 28:37 - 29:11: Keeping track of ideas and fostering creativity in professional growth.

• 35:41 - 36:24: Mark's lesson on identifying and engaging with decision-makers.

• 46:00 - 46:10: Mark emphasizes the significance of courtesy and empathy in professional settings.

• 49:43 - 50:22: Encouraging consultants to admit knowledge gaps and leverage their peer networks.

About Our Guest Today: Mark Amtower is the founder and partner at Amtower & Company, a consultancy specializing in marketing to the government sector. With a masterful grasp of government marketing and an active presence on LinkedIn, Mark is a leading authority in government contracting and B2G marketing. With an impressive tenure of nearly four decades, Mark has shaped the landscape and discourse around marketing to the government.

Where to Find Our Guest Online: LinkedIn - Mark Amtower: https://www.linkedin.com/in/markamtower/