Intention.ly with Kelly Waltrich | E272

Jason talks to Kelly Waltrich, CEO of intentionally, a well-known marketing firm within the advisor and fintech space that helps companies market themselves effectively and get results.

Episode Highlights

• 01:16: Most people didn't get into a business to market it, they got into a business to do the thing that they wanted to build.
• 05:09: Kelley is extremely particular about the firms that they work with. They conduct a pretty in-depth review of the companies before they agree to market them because they have to have a couple of things right.
• 05:46: It's sort of blows Kelly's mind how little founders and leaders are sort of inspecting the world around them and understanding what they are up against.
• 07:21: Kelly talks about a major red flag when people don't know the competitive landscape.
• 08:51: Kelly shares how they try for the most part, to just make sure that the brand is solid and what the messaging is going to be.
• 10:29: As per Kelley it is important to clearly define goals and she is a stickler about the goal-defining process.
• 11:54: Most ironically, in industry, it's always about helping people reach their goals.
• 15:23: Just because you hung a shingle doesn't mean people are going to walk in and just hand you money. 
• 19:09: Kelly shares how they track revenue through growth of all of their clients.
• 25:47: Your brand is being distributed. More people are seeing it. It's so worth it, and Kelley tells everybody the same story.
• 28:58: Kelley is on a crusade to help firms realize the value of modern marketing that it should have a seat at the table, that it should be driving strategy, and then it should be a driver of company revenue.

3 Key Points

1. Kelly shares how she was really compelled to create a company in that everyone in it had a strong industry context, understood the competitive landscape, understood the inner workings of each of the firms, and understood how everything needed to be connected.
2. Kelly explains what content map is and how they use it.
3. Kelly explains how they spend a lot of time building content strategies and content plans that fuel the overall demand generation plans. 

Tweetable Quotes

• "When everybody was reevaluating what they were doing with their lives. I wanted to build a firm that could turn that around for this industry and help firms deploy modern marketing to generate revenue, turn their marketing efforts into revenue generating activities." - Kelly Waltrich
• "I am building this technology. It is so awesome. It's going to change the way advisors work." - Kelly Waltrich
• "We make sure that we have a story that we can work with because, at the end of the day, we can't create campaigns, we can't drive opportunities." - Kelly Waltrich
• "Once you have given us your granular, thoughtful, realistic goals, we get after it, and we put a plan together, and we say this is, this is what it's going to take, this is what it's going to take from your time." - Kelly Waltrich

Resources Mentioned

• Facebook – Jason Pereira's Facebook
• LinkedIn – Jason Pereira's LinkedIn
• Woodgate.com – Sponsor
• https://intention.ly/team/kelly-waltrich/
• Podcast Editing

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