The Deep Specialization™️ Podcast

Can you scale agency sales with founder-led growth? Yes, but only to a point. After you hit a plateau (and most agencies do), you need to invest in a sales organization to help you break through. Yet, building that out from scratch can be a daunting task. That’s why today’s podcast guest, Joey Gilkey, founded a company to tackle that challenge. Apex Revenue offers outsourced, fractional sales operations to B2B companies and digital agencies. Joey joins Corey Quinn on The Vertical Go-to-Market Podcast to share his sales wisdom with our community.  Joey is an absolute renegade when it comes to sales strategy from tactics to technology. If you’re looking for a fresh (and data-backed) approach to agency sales, this is the episode for you. From list-building to messaging, sales engagement technology, and everything in between, Joey breaks down his process in detail to help you understand what it takes to sell in B2B today. Join Corey and Joey on Vertical Go-To-Market as they discuss: Why founder-led sales and relying on referrals isn’t a long-term growth strategy. Why outsourced lead generation doesn’t convert into sales without a process. What is new (and effective) in the world of outbound sales. Joey’s six-step approach to B2B sales. Affordable ways to acquire and clean up target lists. Here are some actionable key takeaways for agency founders: Talk to your existing customers to understand WHY you won them as clients. You need to test your messaging and offer in the market, study responses, and iterate. Your list is your strategy: invest in enriching the data so it’s actually usable. If you do gifting as a sales strategy, find ways to personalize for a wow effect. The resources mentioned in this episode are: - Check out Apex Revenue Here - Connect with Joey on Linkedin Here  - Read More About Best Damn Agency Mastermind Here - Listen to Joey’s Podcast: Best Damn Agency Podcast Here - Phonereadyleads.com    Join us as we get real about agency revenue growth and outbound sales. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com  

What does the dental industry have in common with the legal world?  Let’s ask the law firm marketing experts Tyler and April Roberts, who join the podcast this week, to discuss all things verticalization and agency entrepreneurship. The pair took the learnings they acquired working in a specialized marketing shop serving the dental industry to found Nomos Marketing together with their partners Laura Maly and Michael Anderson. Today, the five-year old agency serves over 75 clients with two offices in San Diego and Charleston. Our Host Corey Quinn is curious to dig into April and Tyler’s journey. Spoiler alert: The early days were intense. The couple worked full-time jobs while moonlighting in legal marketing at the same time.  Tune in to learn how they went from operating in a California basement-turned-studio apartment to running a 10-person strong team on both coasts. The couple shares how they established their services, workflows, processes, and offering to grow to a thriving verticalized agency business in the legal field. Join Corey, April, and Tyler on Vertical Go-To-Market as They Discuss: How their roles have evolved as founders. How to apply existing playbooks from other verticals to your own. How to package your offering into an MVP you can sell. How to templatize offerings and define processes to prime your business for growth. Actionable Key Takeaways for Agency Founders: Leverage what works in one vertical to launch a new one. Cross-compare your pricing and offering to the competition. You can get started with as little as defining your pricing, getting Quickbooks, LLC, a website, and a CRM. Your first clients will be referrals but you need to go beyond your network to grow. The resources mentioned in this episode are: - Check out Nomos Marketing Here - Connect with April on LinkedIn Here - Connect with Tyler on LinkedIn Here   Join us on a five-year legal marketing growth journey with Tyler and April. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com  

Do agencies have to cater to everyone to succeed? In the words of Chase Williams, Founder and Managing Partner at Market My Market, it's not about serving everyone; it's all about niching down. Around a decade ago, he established his digital agency, which eventually pivoted to serving small to mid-sized law firms. Over the years, Chase, alongside his business partner, Ryan Klein, who brought extensive marketing experience from law firms, has nurtured a multi-million dollar business. In this episode of the Vertical Go-To Market Podcast, our host Corey Quinn engages with Chase to delve into the realm of owning and expanding a niche agency business. They delve into the journey of how Market My Market transformed from its origins in a Brooklyn basement to a thriving agency in Florida. Tune in to Corey and Chase on Vertical Go-To-Market as they discuss: Strategies for breaking free from stagnating profit margins. Using time tracking to improve margins. Transitioning from reliance on referrals and word-of-mouth growth to actively marketing your agency. Harnessing highly specialized content, such as articles and podcasts, to broaden the client base. Demonstrating your capability to overcome challenges specific to your vertical. Here are some actionable key takeaways for agency founders: Monitor time and resource allocation to enhance profit margins. Raise prices to safeguard your business. Customize content for your niche to ensure discoverability through search engines. Discover unconventional, low-competition channels to connect with your niche market. The resources mentioned in this episode are: - Check out the Agency Market My Market Here - Connect with Chase on Linkedin Here  - Listen to Chase’s Podcast Here   Join us as we explore how agencies can build a thriving business by focusing on a niche market. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

How does one decide to start an agency?  According to Drew McLellan, Founder of Agency Management Institute, most people who start an agency are accidental business owners. They know the ins and outs of their craft but not necessarily the ropes of running a business. And that’s where Drew’s company comes in. AMI helps agencies run their business better through workshops, peer-to-peer groups, and educational content like their podcast. In this episode of the Vertical Go-To Market Podcast our host Corey Quinn sits down with Drew to break down what it takes to build a thriving agency business regardless of your niche. Drew shares how he acquired AMI 15 years ago, who they work with, and what their approach to consulting small to mid-size agencies is all about. Hint: it’s all about getting personal, vulnerable, and really sharing the ins and outs of what’s going on with your business with your peers. Why? Because the best advice comes from people who’ve been there, done that, and emerged successful. Join Corey and Drew on Vertical Go-To-Market as They Discuss: Identifying the turning point when you need external support to continue on a growth path. Four major agency challenges and how to approach them. Niching down as a subject matter expert to meet client expectations.  The ideal split of agency operating costs against Adjusted Gross Income. Actionable Key Takeaways for Agency Founders: Agency owners should aim to build wealth while operating the business by optimizing sales, staffing, and profitability. Processes are a must-have; tribal knowledge won’t sustain success at a growing agency. Sharing and learning from peer challenges and successes calls for full transparency and vulnerability. A niche can be an industry, an audience, or even a deliverable. It isn’t always a specific type of business. Hire people who have a passion for the niche you serve to avoid the boredom pit. Adjusted Gross Income is the one metric all agency owners should be obsessed with. The resources mentioned in this episode are: - Subscribe to Drew’s Newsletter Here  - Check out Drew’s Profile on Linkedin Here  - Learn More About AMI Here - Explore Drew’s Books on Amazon Here   Join us as we explore how agencies can reach their goals by banding together for knowledge-sharing and insights. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com  

What’s the secret to unearthing a niche that is both profitable and lucrative to your agency business? Luke Eggebraaten has a hot take (or two!). Welcome to the latest episode of the Vertical Go-To Market Podcast, where our host Corey Quinn, dives into the topic of niching down with the entrepreneur, fellow podcaster, and agency founder Luke Eggebraaten. In this episode, we explore Luke’s journey of starting a business as a hobby, including the steps to submit for an LLC and set up company financials. Luke initially operated part-time until the moment was right to go full-time. While Luke’s company started as a generalist agency serving small businesses, we'll learn how he made the strategic shift to become a trusted marketing partner for the construction niche, leaving behind the complexity of managing multiple industries. Luke shares valuable insights on the importance of niche specialization. Trying to cater to too many industries, nearly ten at a time, proved to be unsustainable due to the diverse metrics, goals, and industry-specific knowledge required.  He emphasizes the significance of saying no to certain opportunities to focus on building the big picture and garnering respect in the process.  Luke's agency doesn't let clients pick and choose services but offers three core programs, providing long-term commitment and tailored solutions to maximize client growth based on their size and needs. Regardless of company size, Luke believes in laying the groundwork through organic growth and visibility, then utilizing tactics like paid ads for scaling.  Notably, an impressive 85% of Luke's business comes from Instagram, and he reveals how they turn clients into word-of-mouth advocates, contributing to their agency's growth by showcasing clients' successes. Join Corey and Luke on Vertical Go-To-Market for a conversation on: The power of niche marketing and how it can elevate your agency to new heights. The merits of community-building and how it can generate new business leads. Niching down both in terms of industry and offering to provide a superior client experience (and business outcomes). Consistency on social and why keeping a regular posting cadence is paramount for business growth. Actionable Key Takeaways for Agency Founders: Niche down even if it means saying no to short-term business. Offering a full menu of agency services isn’t always what your clients need: make decisions for them. Prioritizing connections isn’t always the fastest path to new business but it is the most consistent one. If you’re looking to get started, find a vertical with healthy margins, then nail the four basics of your business presence when getting started: Facebook, Instagram, LinkedIn, and Google business profile. Looking to connect with Luke? Here are the resources: - Find Luke on Linkedin - Connect with Luke on Instagram @phaser_marketing and @luke_eggebraaten - Find Luke’s podcast Dirt Bags here - Get Luke’s book on Amazon   Join us as we explore how niching down allows companies to accelerate growth, expand reach, and build lasting success. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

Join us as we journey through the entrepreneurial life of Chris Dreyer, CEO of rankings.io, a multi-million dollar legal SEO marketing agency. You’ll hear how Chris went from running an affiliate marketing company to launching and growing a premier SEO agency serving personal injury attorneys. You’ll experience his journey, the growth stages of his agency, and the hurdles he had to overcome. In the episode, Chris reveals how he leveraged his connections with industry experts to build a solid referral base and develop social proof. Chris also shares how he attracts new PI attorney clients to his firm today, including SEO, podcasting, Google Ads and more.  Don't miss out on this episode packed with entrepreneurial wisdom, strategic insights, and anecdotes that are sure to inspire. Join Corey and Chris on Vertical Go-To-Market as they discuss: Networking and Referral Building Strategies Specialization and Niching Down TAM and Exclusivity in Agency Growth Effective Agency Growth and Business Strategies The resources mentioned in this episode are: - Check Out Chris’s Book Niching Up Here. - Connect with Chris on Linkedin Here.   Join us as we discuss healthcare marketing and verticalized agencies as a whole. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

Should you position your agency within a specific niche? The decision you make now could shape its future for years to come. Our next guest took the leap and decided to niche down into the home services industry, transforming their business in the process. Join us on The Vertical Go-To-Market Podcast as we dive into the inspiring journey of Ben Landers, founder and former CEO of Blue Corona, a highly successful digital marketing agency specialized in the home services vertical. In this episode, we'll take you back to the early days of Blue Corona, where Ben's expertise in digital marketing and advertising laid the foundation for groundbreaking tracking software. Initially, he wondered whether focusing on a niche would pay off in growing his business. But instead of remaining indecisive, Ben fearlessly evolved his software offering into a full-fledged marketing agency, concentrating on home services companies, which led to remarkable sales and online prominence. You'll also get to know the driving force behind Blue Corona's transformation, Mike Wilson, who significantly impacted sales and marketing strategy, fueling their increased profitability and unrivalled success. The turning point came when Blue Corona committed to their specific vertical, home services, propelling them into an 8-figure powerhouse that caught the attention of potential acquirers. And from there, their destiny was forever changed. Ben shares invaluable advice for fellow agency owners seeking growth throughout the conversation. One piece of advice, in particular, is relevant to agencies at any growth stage. His "less is more" philosophy allowed the Blue Corona team to narrow their focus and start working on what truly mattered within the business. By following the 80/20 productivity rule and understanding their profitability per client, these initiatives became Blue Corona's guiding compass to success. Join Corey and Ben on Vertical Go-To-Market as they discuss: How Blue Corona started as an ad tracking and reporting company. Transitioning to offer marketing services based on client needs. The difficult decision to focus on a specific vertical in the home service niche and why it accelerated the agency’s growth. How aligning marketing/sales teams can make a difference within your agency. Obstacles and lessons in service delivery and product development. Encouraging advice for agency owners considering specialization. Actionable Key Takeaways for Agency Founders: Consider focusing on a specific industry, which can lead to faster growth and better customer satisfaction. Emphasize understanding the mindset of small business owners in account-facing roles. Utilize technology to deliver and differentiate services rather than selling it as a separate product. The resources mentioned in this episode are: - Check Out the Blue Corona’s Website Here  - Connect with Mike on Linkedin Here or contact him via Ben.landers@bluecorona.com   Join us as we discuss healthcare marketing and verticalized agencies as a whole. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com  

Does positioning your agency in a crowded B2B landscape feel like an uphill battle?  If so, you're not alone. Understanding and effectively communicating your unique value proposition to your customers is a common challenge in our rapidly digitizing world. That's where Ton Dobbe, our guest on today's episode of the Vertical Go-To-Market Podcast, steps in. Ton is a consultant, strategic product marketing expert, and a recognized global influencer on product-market fit, positioning, and predictable traction. He's spent his career consulting B2B SaaS businesses, from startups to Fortune 500 companies, helping them navigate this very issue. With over twenty-eight years of experience in enterprise business software, Ton's journey is rich with insights into the art and science of positioning a business for success. His unique approach to advising and consulting, crafted over nearly three decades, has propelled countless companies across industries to new heights. In today's episode, Ton shares his wealth of knowledge with our host Corey Quinn and reveals how his professional journey has shaped his distinct approach to consulting. Together, they delve into the nitty-gritty of product positioning, explore the importance of understanding your customers, and uncover the "magic concepts" that can truly set your business apart. Join us on this journey with Ton and prepare to see your agency's positioning in a new light. This conversation can change not just your perspective, but the trajectory of your business. Don't miss it! On this episode of Vertical Go-To-Market, Corey and Ton discuss: The importance of tailoring messaging based on verticals and industries.  How to create predictable traction in business. The key questions to ask when researching ideal customers. Discovering the elements of your offering that makes it truly sticky. Success stories of Ton helping B2B companies reposition their business. Actionable Key Takeaways for Agency Founders: Define what makes your company remarkable and find customers willing to pay a premium. Verticalize to address unique needs and language of specific industries and markets. Focus on shared problems and characteristics within a target vertical to niche down. Master the art of positioning to create predictable traction by understanding customer preferences. The resources mentioned in this episode are: - Check out Ton’s book, The Remarkable Effect here. - Check out Ton’s Profile on LinkedIn here. - Read more about Ton’s work on his website here.   Join us as we discuss healthcare marketing and verticalized agencies as a whole. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com

Does the swift growth of your agency feel like a blessing or a burden? On this episode of the Vertical Go-To-Market Podcast, we welcome Michael Schumacher, Founder of HMDG, to share how he and co-founder Hannah grew their specialist healthcare marketing agency from 10 clients to 800+ clients in just over three years. Michael went from working 20 hours a day to stay afloat to realizing a growth of 20 to 50 new clients per month. On top of that, you could count the number of clients they’ve lost on one hand. Now that’s impressive! This astounding growth proves that you can achieve this level of growth in your vertical, too, but only if you have the grit, industry knowledge, and honest heart that Michael has. Join Corey and Michael on Vertical Go-To-Market as they discuss: Lessons and strategies Michael learned from failing his first agency and growing his second agency, HMDG. Why it’s crucial to speak your clients’ language (know their business/industry/niche). How Michael grew his agency from 10 clients to 800+ clients in just over three years. Actionable Key Takeaways for Agency Founders: Speak your client’s language: Have an expert be a part of your business. If your clients are physical therapists, you need to understand the physical therapy business or else you won’t be able to gain their respect and get them results. Network with renowned people in your niche’s industry: Connect with well-known, respected people in the industry, find them on LinkedIn or podcasts, and you’ll be attracting new clients and creating organic growth in no time. Good, honest communication = great outcomes: If clients are crossing your boundaries or expecting too much from you, just be honest and reset your expectations. Tell them what you won’t tolerate and guide them through compromise. Remember, you can’t keep saving clients who are bad for business! Be prepared for fast growth: When you’re part of a small sector, you become well-known very quickly. Be prepared to put in a lot of time and effort into managing your growth. As they say, teamwork makes the dream work!   Join us as we discuss healthcare marketing and verticalized agencies as a whole. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com  

What do you do when the very field you've dedicated decades to, mastered, and carved out a specialized niche in, goes into decline, jeopardizing both your and your employees' livelihood? This is no hypothetical scenario but the harsh reality that confronted David Poteet, the founder of New City, a firm acclaimed for its higher education web design expertise. A creeping decline in higher education enrollments was eroding the very foundation his business was built on. After a test run into government contracting, David chose to defy the odds. He refused to let an evolving landscape dictate his company's fate. Instead, he seized this challenge as an opportunity to evolve, identifying a potential solution to a crucial pain point that many didn't even realize existed.  In a surprising discovery, David found that there was a lack of cohesion between the website/marketing teams and the enrollment strategy teams within higher education institutions. He noticed that these departments, though interrelated, were operating in silos. Seizing this opportunity, David decided to extend New City's services to include web design/marketing and strategic enrollment management- creating a more unified and effective approach within these higher education institutions. This isn't a story of survival. It's an inspiring tale of reinvention, resilience, and the audacious decision to transform challenge into opportunity. If you're an agency owner grappling with a niche that's losing its luster, becoming commoditized, or teetering on the edge of relevance, David's journey may offer the beacon of hope and direction you need. Join Corey and David on Vertical Go-To-Market as they discuss: The success story of New City's establishment in higher education digital marketing in the early 90’s to now. David's valuable insights into managing the politics and varying priorities within higher education institutions. How New City's team strives to understand their clients' world and benchmarks for success. Their exploration into government contracting, a business shift that occurred during the pandemic as a result of the changing higher-ed marketing landscape . Reflections on the changing landscape of higher education amidst challenges and demographic shifts. Why, in an uncertain market, David ultimately decided to double down in his niche, rather than pivot and make a new shift altogether. Key Takeaways for the Higher Education Vertical: Focus on a specific business vertical to improve marketing strategies, generate qualified leads, and achieve long-term growth. Build long-term relationships with clients and aim to become an approved vendor within specific university systems. Hiring team members with higher education backgrounds brings valuable empathy and firsthand knowledge. Establish credibility by showcasing expertise and understanding clients' pain points, and then use those pain points to innovate service/product offerings to specialize further. Stay innovative and find the right balance between specialization and new challenges to thrive in the higher education industry.   Join us as we discuss healthcare marketing and verticalized agencies as a whole. 👍 If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😩 Feeling stuck trying to stand out in a noisy market? I’d love to give you my free crash course that will help you go from “just another generalist” to a go-to expert people seek out. In just a few short days, you’ll learn how to position yourself with clarity, authority, and focus. ➡️ Sign up here: deepspecializationcourse.com