"We get new clients by showcasing the wins that we do have and the return on investment that brands are getting.” – David Glaza, Founder/CEO of DIGITS Agency Retail media is a $54B a year industry, so as a niche, it’s extremely lucrative. Today’s guest saw an opportunity after fourteen years working at Target, and never looked back. This week, we welcome David Glaza to the show. He is the founder and CEO of DIGITS Agency, an independent retail media agency that, like Target, is based in Minneapolis. Today, the eight year old agency has some fifteen employees, focusing solely on helping brands effectively market their products to Target shoppers. David discusses the sprawling journey from a one person operation to an actual agency with employees, how they’re attracting new clients through laser-sharp specialization, and resisting the urge to be everything for everyone. Corey and David also touch topics like hiring, leadership, and how challenges change as you grow in size and revenue.   Here’s what we cover in this episode: - Going from a Target careerist to an entrepreneur. - Digits’ key areas of specialization, how they attract new business, and best-performing marketing channels. - How Covid propelled digital retail marketing. - Leadership lessons as an agency founder.   Here are some actionable key takeaways for agency founders: - Looking to venture out on your own? Build a list of people already in your network you could potentially sell or talk to. - Showing ROI through existing client work is paramount in new business acquisition. - Think about areas that might not be the largest revenue drivers today but might have explosive growth potential later on. - The best candidates to hire are the ones that are already in your circle.   The resources mentioned in this episode are: - Connect with David on LinkedIn Here- Check out Digits Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 17 Chapter Seventeen of Anyone, Not Everyone encourages agency owners to embark on their journey towards vertical market specialization, emphasizing that existing clients are likely to remain supportive during this transition. It clarifies that specializing in a vertical market is not a magical solution but a strategic step that requires solid business fundamentals and can serve as a foundation for future expansion or diversification. The chapter motivates agency owners to start the specialization process, addressing concerns like imposter syndrome and underscoring the continuous learning and adaptation required for success in a chosen vertical. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"One of the things that we do best across all of our product categories is talk to niche audiences.” – Josslynne Welch, President at Litzky Public Relations Public relations is a fast-moving industry, yet today’s guest has successfully stayed ahead of the news cycle for close to three decades. Meet Josslynne Welch; Today, she sits at the helm of the communications agency Litzky Public Relations, a company she joined some 26 years ago. The agency specializes in toy companies, publishing, and entertainment, and runs with a small 15-person team that comprises account, strategy, and creative services. And, according to Josslynne, it’s their nimbleness that allows LPR to execute fast to connect the dots between culture, trends, and their clients. In essence, what sets LPR apart is their deep specialization in their industry, how they show up through initiatives like The Love Litzky Grant, and their policy of running a tight ship. They only work with the right fit, both vertically, and personality-wise. Together, Corey and Josslynne cover topics like culture building and retention, keeping your teams motivated, hiring for specialty versus skills, the importance of peer perspectives in agency leadership, and more.   Here’s what we cover in this episode: - Josslynne’s three decades running a PR agency. - Verticalization and expansion of your existing niche. - PR best practices from strategy to tactics. - Leadership lessons from culture to team retention and giving back.   Here are some actionable key takeaways for agency founders: - A niche focus doesn't mean dull; Seek variety within your area of specialization. - Be opportunistic about trends in your niche to shape the news. - Leadership can be lonely, make sure to tap into peer networks to connect with fellow agency leaders. - You can’t fake caring. Show up for your industry in tangible ways.   The resources mentioned in this episode are: - Connect with Josslynne on LinkedIn Here- Check out Litzky PR Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 16 Chapter Sixteen of Anyone, Not Everyone outlines the importance of the agency founder in leading the transition to vertical market specialization, emphasizing that early successes can be achieved with the existing team. It advises agency owners to deeply understand their chosen vertical market, embodying the values and knowledge that will inspire and guide the team. The chapter also details functional skills required for each strategy phase, suggesting the use of internal resources first and contracting as a secondary option, with an 18-24 month expectation to build vertical market expertise. Hiring a vertical-specific salesperson is recommended for accelerating sales and achieving better results in the long term. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

Peter Kang, Co-founder of Barrel Holdings, has two decades of experience in the digital agency landscape, focusing on Shopify and Webflow. He shares his unlikely transition from running a small web agency to building a thriving holding company. Peter discusses the crucial role of specialization and strategic partnerships, the challenges of market saturation, and how they innovated within their agency framework. He also highlights the impact of their 'Consumed and Created' newsletter, fostering creativity and thoughtful consumption.

Episode: 15 Chapter Fifteen of Anyone, Not Everyone discusses the significance of being on the "day one list" of vendors that buyers consider without prior research, achieved mainly through colleague recommendations, past experiences, and vendor websites. It emphasizes the importance of building a strong reputation within a vertical market community, akin to integrating into a village, through deliberate relationship-building with influential brands (tastemakers) and mavens. The chapter outlines strategies for engaging with tastemakers and mavens, participating in vertical associations, attending and hosting events, and being present at vertical-specific "watering holes" to foster trust and become the recommended go-to agency. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.  If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy. 

John Jantsch, founder of Duct Tape Marketing, discusses the rise of fractional CMOs in the current market. He shares insights on running a repeatable framework, success stories of revenue growth, and signs indicating your business is ready for a fractional CMO. Topics include balancing scale, avoiding scope creep, and evaluating costs for the role.

Episode: 14 Chapter Fourteen of Anyone, Not Everyone highlights the power of vertical outbound sales and marketing strategies, stressing the importance of proactively reaching out to potential clients within a targeted vertical market. It introduces the concept of the Zone of Indifference, where the majority of clients are neither actively seeking nor strongly opposed to new services, and emphasizes the necessity of targeted, personalized outreach, using unique and memorable gifts (USI gifts) to make a warm and lasting impression. The chapter also notes common outbound mistakes and provides practical steps for effective outbound campaigns. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

“I built out a cold outreach methodology around heuristics, which is a series of pattern interrupts, or shortcuts.” Justin Michael, Co-Founder of Hard Skill Exchange Ready for a different perspective on sales outreach?  This week’s guest is an executive sales coach who has helped over 200 startups make over their outbound efforts by leaning into the unexpected. Justin Michael is a best-selling author of the book “Sales Superpowers” and the Co-Founder of Hard Skill Exchange, the world’s first real-time 1:1 skill-building marketplace.  After spending some 20,000 hours (his words, not ours!) on cold calls, he started mapping out what it took to get to predictable outcomes and what made prospects open to the pitch. And so, Justin’s bespoke methodologies were born. If you’re currently in an agency sales role, this episode is a goldmine for you. While some advice may feel counter-intuitive, like doing unscalable work, such as relationship-building to scale your agency, Justin’s tried and tested strategies render results in the long-term. Justin and Corey get into topics like cold outreach, building relationships with prospects, Justin’s newest book, and tapping into disruptive thinking like combining sales with the law of attraction.    Here’s what we cover in this episode: - Catching prospects’ attention and why doing the wrong thing, like grammatical errors in sales emails, can be effective. - How to approach cold prospects in a manner that doesn’t repel them. - Unconventional ways of getting in front of your target accounts. - Scaling sales with the law of attraction, and the most ‘controversial book written in B2B.’   Here are some actionable key takeaways for agency founders: - Try to pattern interrupt when doing outreach, for example, humans respond much better to visual information. - Opening lateral conversations that mimic a real-life interaction helps disarm prospects. - Take two or three discovery calls before you try to pitch.   The resources mentioned in this episode are: - Connect with Justin on LinkedIn Here- Check out Hard Skill Exchange Here 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Episode: 13 Chapter Thirteen of Anyone, Not Everyone discusses vertical inbound marketing strategies, emphasizing the need for agencies to be easily discovered by potential clients who are already seeking solutions. It advises on thought leadership through content marketing, visibility through speaking at and hosting events, and targeting through paid advertising. The chapter stresses that a proactive approach to marketing—going beyond passive inbound tactics—is crucial for agencies aiming to secure their desired clientele. Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.