The Deep Specialization™️ Podcast

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  

Can a web design company for home services make a million dollars? It sure can. Ryan created just that. On this episode of the Vertical Go-To-Market Podcast, we welcome Ryan Golgosky, the CEO and Founder of 180 Sites, to share how he transformed his generalist marketing agency into a million dollar subscription-based productized firm.  From being a jiu-jitsu enthusiast and working in the exterior cleaning industry, to navigating life-altering health complications, Ryan’s journey is extraordinary.  In the face of adversity, he found his niche - creating his firm, 180 Sites, which provides home services businesses with productized websites on a subscription basis. What’s truly captivating is Ryan’s inspiring rise from a starting point of virtually nothing to now commanding an impressive $115,000 in monthly recurring revenue with $100,000 coming just from web subscriptions.  This remarkable growth exemplifies Ryan’s resilience, business skills, and potential growth that any agency can experience through vertical specialization and productization. Join Corey and Ryan on Vertical Go-To-Market as they discuss: Ryan’s transformative journey from exterior cleaning to leading a successful agency, illustrating the power of resiliency and adaptability. The strategic decision to focus 180 Sites’ services on the home services industry, showcasing the potential of niche marketing. How Ryan built his agency’s revenue to an astounding $115,000 in monthly recurring earnings, offering valuable lessons in strategic growth. Actionable Key Takeaways for Agency Founders: Embrace resiliency and adaptability: Be open to navigating unexpected twists and turns in your entrepreneurial journey, as they can lead to remarkable transformations. Discover your niche market: Identify a specific industry or vertical where you can provide specialized services, allowing you to stand out and attract targeted clients. Harness the power of niche networking: Focus your marketing efforts on reaching and engaging your niche audience, highlighting your expertise and tailored solutions. For example, custom gifts and handwritten notes. Strategically grow your revenue: Implement effective strategies to build recurring revenue streams, such as productized services or subscription models, to achieve sustainable business growth.    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  

Ever wondered how specializing in a particular niche can skyrocket your agency's growth?  This episode of The Vertical Go-To-Market Podcast promises answers, sharing a testament of what can happen when you stop wondering, and start wandering towards the path of finding the right vertical for your business– and finding success along the way! The star of our story today is Holley Miller, a southern belle turned Bay Area influencer and Founder of Grey Matter Marketing. She's the catalyst behind a category design firm that's revolutionizing healthcare marketing in the life sciences industry. Her mission: to empower medical device start-ups with robust marketing plans that promise substantial ROI. Holley's journey to this unique vertical and the foundation of her agency was anything but straightforward. She swapped law school for advertising after college, where she found herself promoting cigarettes, a less than gratifying venture. But fate had a different plan, serving her a career detour into the transformative world of medical devices. Intrigued by the impact of surgical robotics, she was drawn into the medical device industry. This fascination eventually fueled the birth of Grey Matter Marketing. Now, 15 years on, Grey Matter Marketing is a boutique powerhouse making waves in healthcare. Her firm has etched a solid niche in life sciences, serving mainly medical device companies. More strategic partners than traditional marketers, they engage deeply with their clients. This Vertical Go-to-Market episode is an exploration into: Holley's shift from law school hopeful to category design expert. Grey Matter Marketing's birth and evolution. The learning curves and challenges of a generalist agency. The strategic decision to specialize. The role of category design in long-term success. The joy, and profitable rewards, of mastering a niche. This episode promises more than just Holley's captivating journey. It provides an insight into how vertical specialization can spur unprecedented growth. As Holley would say, "Go Vertical." The resources mentioned in this episode are: Check Out the Official Grey Matter Marketing Website Here  Check out Holley’s Profile 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  

Today we are sharing an episode that was previously aired on Vendasta’s Conquer Local Podcast hosted by Jeff Tomlin.The special guest? Our very own host, Corey Quinn! If you haven’t been able to get to know Corey, this episode will give you all the details you need. Corey is an accomplished entrepreneur and sales leader, known for his role as the former Chief Marketing Officer of Scorpion, a digital marketing agency that witnessed remarkable growth under his guidance. Tune into this episode of the Vertical Go-To-Market Podcast, to hear how Corey: Used invaluable insights and strategies that propelled Scorpion from $20 million to an astounding $150 million in recurring revenue within a span of just six years. Challenges the commonly held belief that more is always better–  a fresh perspective on achieving success. Provides practical tips and insider secrets to help agencies and B2B SaaS businesses unlock their full potential.    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  

Ready to learn how vertical specialization helped one lawyer grow and scale his firm to over 7-figures? In this episode, you’ll gain insight into Gabe Levine’s strategies for attracting new clients to his firm, Matchstick Legal, productizing his services, and being a trusted specialist in the industry. Gabe shines light on the power of focusing on one vertical and how that’s giving him the confidence to be an effective service provider, case after case. If you’re looking to transition to retainer-based services, create a loud word of mouth buzz around your business, or just find more fulfillment in your work, this episode is for you. Join Corey and Gabe on the Vertical Go-To-Market podcast as they discuss how to: Grow your demand through online speaking engagements. Capitalize on the benefits of being a specialist in your field. Effectively sell your service to specialized agencies. Attract new clients. Create a word of mouth buzz to grow your business. Focus on one vertical. Productize your services and transition to retainer-based services. Optimize your happiness in work and life. The resources mentioned in this episode are: - Matchstick Legal - The Bureau of Digital - Email Gabe: gabe@matchstick.legal   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