The Vertical Go-To-Market Podcast

Join Corey Quinn and Andrew Peluso—Founder & CEO of Pesty Marketing—as they dive into the game-changing power of deep specialization in the agency world. Andrew shares his journey from knocking doors as a pest control salesman to building a premium digital marketing agency exclusively for pest control companies doing $1M+ in revenue. Discover the turning points that led him to niche down, the lessons learned from failed partnerships, and how relentless client focus created a defensible “moat” in a crowded market. If you're an agency owner ready to escape mediocrity, charge premium fees, and build unstoppable growth, this episode is packed with hard-won insights! Episode Highlights: The Power of Niching Down — Why trying to do it all nearly sank Andrew's early agencies, and how hyper-focusing on pest control unlocked 30%+ annual growth for his clients. Specialization = Competitive Advantage — How deeply understanding your clients' industry creates trust, loyalty, and less selling. How to Win Premium Clients — The moment Andrew shifted away from serving “everyone”—and saw sales conversations transform overnight. Delegating for Scale — The crucial role of offloading fulfillment, trusting your gut with hiring, and focusing on what drives business growth. Sales as Education — Why Andrew's consultative, research-heavy sales process is winning 5-figure deals (and how you can copy it). Referral Engines That Work — How a simple, generous referral program exploded new client growth. The Future of Agencies and AI — Navigating industry shifts, staying ahead with holistic search, and why change signals opportunity for top-performers. Preparing for What's Next — Andrew's vision for operational excellence, future leadership, and why swinging big is the only way forward. The resources mentioned in this episode are: Check out Pesty Marketing: https://pestymarketing.com Connect with Andrew Peluso on LinkedIn: https://www.linkedin.com/in/andrewpeluso Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

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Join Corey Quinn and Arielle Cohen—Co-Founder & CMO of Marketing 411 & Business 411—to reveal how she carved out a fast-growing niche in the roofing industry. Drawing on her diverse background in music and marketing, Arielle shares lessons on building a high-impact brand, empowering a team, and turning education into a powerful sales tool. If you're an agency founder stuck in the day-to-day, this episode offers a roadmap for scaling smart! Episode Highlights: - The Roofing Niche Advantage — How focusing on one vertical unlocked explosive growth. - Education as a Sales Strategy — Why teaching builds trust and turns prospects into clients. - Delegation That Drives Growth — How offloading the right tasks freed up time for strategy. - Hiring Sales the Right Way — Why a strong salesperson can transform your agency. - SOPs That Scale — The key to training VAs and building a self-sufficient team. - Branding That Sticks — What roofers really need from a standout agency. - You Are the Bottleneck — How Arielle overcame founder-block to grow faster. - From Hustle to Impact — Why loving 80% of your work is the new benchmark for success. The resources mentioned in this episode are: - Check out Business 411: https://business411.com - Check out Marketing 411: https://marketing411.com - Connect with Arielle Cohen on LinkedIn: https://www.linkedin.com/in/arielleceo - Follow her on Instagram: https://www.instagram.com/arielleceo - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Nate Freedman—Founder & CEO of Tech Pro Marketing—to learn how niching down helped him transform his generalist agency into a leader in MSPs (Managed Service Providers). Nate shares how embracing specialization reshaped his business strategy, helped him connect more deeply with clients, and opened the door to sustainable growth. From leveraging mentorship to making bold moves like acquiring another agency, Nate offers a candid look at the most valuable lessons he's learned while building a more focused, scalable, and resilient business. Whether you're stuck in generalist mode or looking for your next growth lever, this episode is full of proven, tactical insights to help you build a specialized, scalable agency. Episode Highlights: - The Power of Niching Down — Why MSPs became the ideal market for Tech Pro Marketing. - From Generalist to Specialist — What changed when Nate made the leap into specialization. - Mentors That Moves the Needle — How mentorship inspired Nate's agency direction and growth. - Guest Posting for Growth — How early content wins helped attract ideal clients. - Knowing What Clients Actually Need — The overlooked skill that improves retention and results. - Building a Scalable Model — Why Nate focused on repeatability and systems early on. - Growth Through Acquisition — How buying another agency accelerated expansion. - From One-to-One to One-to-Many — Creating leverage through scalable delivery models. - Tech That Drives Margins — How software and automation improved both ops and profitability. - Community as a Growth Engine — How to achieve long-term benefits from building loyal client communities. The resources mentioned in this episode are: - Check out Tech Pro Marketing: https://www.techpromarketing.com - MSP Sites: https://mspsites.com - Connect with Nate Freedman on LinkedIn: https://www.linkedin.com/in/natefreedman - Follow MSP Sites on Instagram: https://www.instagram.com/mspsites - How To Build an 8-Figure Agency In One Vertical Market with Chris Yano (RYNO): https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147898991 - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Travis Weathers—Founder and CEO of Rotate Digital—as he shares how specializing in the moving industry became the catalyst for his agency's explosive growth. From hiring the right sales team to designing a killer commission structure, Travis shares hard-earned lessons on what really drives agency growth, even during economic downturns. If you're an agency founder aiming to scale revenue, retain more clients, and simplify your sales process, this episode is packed with actionable strategies you can put to work today. Episode Highlights: Specialization That Scales — How focusing on one niche fueled Rotate Digital's explosive growth. The Sales Hire That Changed Everything — Why industry knowledge matters less than sales experience. Commission Structures That Actually Work — How to incentivize performance and build a motivated team. Productized for Profit — Why packaging your services can boost revenue and retention. Retargeting Done Right — How Travis uses smart ads to stay top-of-mind and win more clients. Simplicity Sells — Why focusing on business outcomes wins more deals than technical jargon. Sales as Client Experience — How your sales process shapes long-term client satisfaction. Metrics That Matter — The KPIs Travis uses to drive a high-performing sales team. The resources mentioned in this episode are: - Check out Rotate Digital: https://travis@rotatedigital.com - Connect with Travis Weathers on LinkedIn: https://www.linkedin.com/in/travisweathers - Follow Travis on Instagram: https://www.instagram.com/travisweathers - Email Travis: travis@rotatedigital.com - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Simon Bowen—Founder and CEO of The Models Method—to learn how to use visual models to drive agency growth. Simon shares how The Genius Model helps agency founders simplify complex ideas, improve sales, and avoid internal dilution that can lead to commoditization. Simon believes that business is not just about selling products or services—it's about solving real problems with a noble purpose. If you're an agency founder looking to refine your strategy and grow your business, this episode offers high-value insights you can apply right now. Episode Highlights: - The Genius Model Every Founder Needs — Why visual models could be your secret weapon for business growth. - Scaling Without Dilution — How to avoid losing your unique selling point as you grow. - The Key to Powerful Sales Conversations — Why clarity in messaging is crucial to standing out in a crowded market. - Lead Generation Control — Why founders must own this to drive business success. - Selling as a Force for Good — How to reframe sales as a noble profession that solves real problems. - The Middle Market is Disappearing — Why you need to pick a clear market position to thrive. - Building a Scalable Team — How to ensure your team is aligned with your vision for sustainable growth. The resources mentioned in this episode are: - Learn more about The Models Method: https://www.modelsmethod.com - Connect with Simon Bowen on LinkedIn: https://www.linkedin.com/in/simonbowen-mm - Learn more on Simon's YouTube channel: www.youtube.com/@simonbowen_mm - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Alex Melen—Co-Founder of SmartSites—one of America's fastest-growing digital marketing agencies. Alex shares how SmartSites has maintained 35% year-over-year growth since 2011 by investing in employee satisfaction, reputation management, and long-term marketing strategy. They discuss what it really takes to scale a service business—how to grow without losing culture, when to specialize (or not), and why reputation is your most valuable asset. Alex also shares how AI is reshaping agency work and the strategies SmartSites uses to stay ahead in an increasingly competitive market. Episode Highlights: - The 35% Growth Playbook — How SmartSites scaled fast without burning out their team. - The Reputation Metric Most Agencies Ignore — And how it quietly drives client retention and referrals. - Why Profit Isn't Everything — The counterintuitive reason SmartSites puts growth first. - The Hidden Cost of Rising Ad Prices — And what your agency should do to stay ahead. - Generalist vs. Specialist — The surprising truth about what actually wins more business. - AI's Double-Edged Sword — How to embrace automation without sacrificing quality. - Writing the Book on Agency Growth — Why putting your ideas on paper might be your next smartest move. - Employee Happiness as Strategy — How culture became SmartSites' secret weapon. - The Sales Mindset Shift — What Alex changed to close better clients, faster. - When to Say No — Why turning down the wrong clients fuels long-term success. The resources mentioned in this episode are: - Visit Alex Melen's website: https://www.alexmelen.com - Check out SmartSites: https://www.smartsites.com - Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexmelen - Follow him on Instagram: https://www.instagram.com/alex.melen - Connect on Facebook: https://www.facebook.com/alexmelen - Follow him on X: https://x.com/amelen - Disney Institute: https://www.disneyinstitute.com - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Alyson Caffrey—Operations Strategist & Founder of Operations Agency—to uncover the systems and strategies that fuel sustainable agency growth. Known for helping founders escape the chaos of day-to-day operations, Alyson has spent the past 8 years streamlining backend ops for agencies, small and large. Together, they dive into the operational foundations every agency needs: from lead generation and fulfillment systems to time tracking, delegation, and performance measurement. Alyson shares why operations don't have to stifle creativity—and how a few key shifts can help agency leaders reclaim their time, scale smarter, and make a bigger impact both in business and at home. Episode Highlights: - Who Really Owns Operations? — Why most agency founders are unknowingly holding back their own growth. - The System Every Agency Skips — And how it could be the key to sustainable, stress-free scaling. - Time Tracking Isn't About Control — It's about profit, performance, and clarity. - Creativity vs. Structure? — Why SOPs actually unlock more creative freedom, not less. - The Sales Cycle Blind Spot — What most agencies miss when planning for growth and cash flow. - Lead Gen Is Not a Guessing Game — The framework for building a predictable client pipeline. - Delegation Without Drama — How to step out of the weeds without dropping the ball. - AI in Agency Ops — How to start integrating AI where it actually moves the needle. - The Founder Bottleneck — Why your agency can't scale until you let go of this one thing. - The Metric That Matters Most — Why leading indicators beat lagging ones every time. The resources mentioned in this episode are: - Work with Alyson Caffrey & Book her for speaking: https://www.alysoncaffrey.com/media - Connect with Alyson on LinkedIn: https://www.linkedin.com/in/alysoncaffrey - Follow her on Instagram: https://www.instagram.com/alycaffrey - Learn more about Operations Agency: https://www.operationsagency.com - "The Motive" by Patrick Lencioni: https://www.tablegroup.com/product/themotive - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Azim Nagree—Head of M&A at Herringbone Digital—as they unpack the M&A process for digital agencies looking to scale, exit, or acquire. Azim shares what acquirers really look for, why specialization boosts valuation, and how to prepare your agency for a successful acquisition or exit. With deep expertise in scaling revenue engines and improving retention, Azim offers actionable insights on due diligence, financing options, and communicating with clients and employees during transitions. Whether you're looking to buy, sell, or simply grow smarter, this conversation is packed with practical advice for agency leaders. Tune in! Episode Highlights: - The Exit Strategy Few Agencies Plan For — And why waiting too long could cost you millions. - The Real Value of Specialization — How niching down boosts agency valuation in M&A. - Seller Financing Decoded — When it works, when it doesn't, and how to use it to your advantage. - What Buyers Are Really Looking For — Hint: it's not just your client roster. - Due Diligence Dealbreakers — The hidden issues that kill agency acquisitions before they close. - M&A on a Budget — How smaller agencies can still play (and win) in the acquisition game. - The One Metric That Makes or Breaks a Sale — And why most agencies overlook it. - AI's Role in Your Next Deal — Why automation and innovation could tip the scales in your favor. - The Communication Mistake That Spooks Clients — How to keep trust intact during a transition. - Buying Without Breaking — How to align culture and systems when acquiring another agency. The resources mentioned in this episode are: - Connect with Azim Nagree on LinkedIn: https://www.linkedin.com/in/azimnagree - Learn more about Herringbone Digital: https://www.herringbonedigital.com - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

What would happen if you allocated at least 5% of your agency's revenue to innovation? Join Corey Quinn as he chats with Jon Morris—CEO/Chairman of Fiscal Advocate—about the essential role of innovation in scaling digital agencies. Drawing from his success building and advising high-growth firms, Jon shares how agencies can stay competitive by prioritizing innovation, defining their ideal client, and allocating resources wisely—even on a tight budget. From AI and client experience to specialization and gross margin, this episode breaks down the key metrics and mindset behind smarter, faster growth. Whether you're running a large agency or a small team, this episode is full of practical strategies you can implement today to drive real results. Episode Highlights: - The #1 Investment Most Agencies Ignore — And why skipping it could be stalling your growth. - What Top Agencies Know About Their Ideal Clients — This simple shift changes everything. - AI: Friend or Foe? — The surprising ways it's already reshaping client experiences. - The Secret to Building a Team That Actually Innovates — It's not what you think. - How to Measure Innovation — And why most agencies get it completely wrong. - Why 5% Could Be Your Magic Number — And what happens when you commit to it. - A Quiet Shift in How Services Are Designed — Few are noticing, but it's changing the game. - The Metric You're Probably Overlooking — It's simple, powerful, and easily forgotten. - The Real Reason Specialization Fuels Innovation — And how to tap into it. - Innovation on a Budget? — Yes, it's possible. Learn how small teams are doing big things. - What Happens When You Start Rewarding the Wrong People — And how to fix it fast. - The 4 Metrics That Matter Most — Everything else might just be noise! The resources mentioned in this episode are: Check out Fiscal Advocate's strategic planning and FP&A services: https://www.fiscaladvocate.com Learn about Jon's business intelligence company, EngineBI: https://enginebi.net Connect with Jon Morris on LinkedIn: https://www.linkedin.com/in/jonmorrisramsayinnovations Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Join Corey Quinn and Nick Petroski, Founder of Promethean Research, as they dive into the 2025 Digital Agency Report. Discover key trends shaping agency growth—from specialization and service expansion to AI integration and value-based pricing. Packed with data-driven insights, this episode explores how agencies can navigate economic shifts, staffing changes, and increasing sales complexity to stay competitive and profitable in a rapidly evolving landscape. Promethean Research is the leading research firm covering the digital agency industry. Since 2015, Jonathan has helped over 100 digital agency owners better understand their industry and chart more effective paths to success. Tune in to be one of them! Episode Highlights: - The Power of Specialization: Why niche-focused agencies are outpacing generalists in growth and profitability. - Smart Service Expansion: How to scale offerings without diluting your agency's core value. - Targeting Larger Clients: The benefits and complexities of moving upmarket. - Sales Complexity & Strategy: Adapting your sales approach based on client size and expectations. - Value-Based Pricing: Unlocking better margins by shifting away from hourly billing. - AI as an Operational Edge: How agencies are integrating AI beyond just copywriting and coding. - Flexible Staffing Models: The rise of contractors and remote teams for greater agility. - Data-Driven Decision-Making: Why insights, not instincts, should guide agency growth. - Workforce Trends: How hybrid work and strategic positioning attract top talent. - The Future Agency Model: Smaller, specialized, and more profitable. The resources mentioned in this episode are: - Buy the State of Digital Services 2025 Report: https://bit.ly/4jlt6pw - Connect with Nicholas Petroski on LinkedIn: https://www.linkedin.com/in/nicholaspetroski - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Wondering how AI can help your agency boost efficiency, streamline operations, and scale smarter? In this episode, Corey Quinn welcomes Khushbu Doshi, Chief Operating Officer at E2M Solutions, to explore the real impact of AI on agency growth. You'll learn E2M's proven approach to white label services and how agencies can leverage AI to automate tasks, enhance productivity, and empower teams. They also address ethical concerns around AI and data safety, as well as E2M's new Fractional AI Consultant designed to help you integrate AI effectively. If you're an agency owner ready to embrace AI and scale more efficiently, this episode is for you! Episode Highlights: - White Label Growth Strategies: How E2M helps agencies scale without adding overhead. - AI as a Productivity Booster: Why AI should be seen as an enhancement or advantage, not a job replacement. - Automating the Right Tasks: Identifying redundant processes to streamline agency operations. - Building Objective Task Agents: How AI-driven workflows can improve efficiency and decision-making. - Personalization Through AI: Creating detailed client profiles to deliver tailored experiences. - Empowering Teams to Use AI: How to encourage your staff to explore and implement AI solutions (and who's best-suited to use AI). - Measuring AI Success: Using time-to-value and productivity metrics to track AI impact. - The Importance of Structured Data: Why organizing data correctly is key to AI effectiveness. - Fractional AI Services: How E2M is making AI adoption more accessible for agencies. The resources mentioned in this episode are: - Connect with Khushbu Doshi on LinkedIn: https://www.linkedin.com/in/khushbu-doshi-bb08a267 - Hire E2M's Fractional AI Consultant: https://www.e2msolutions.com/fractional-ai-consultant-for-digital-agencies - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Product-Led vs. Sales-Led Growth: Which model is right for your agency? In this episode, Corey breaks down the key differences between product-led growth (PLG) and sales-led growth (SLG) for agencies. Learn how each approach impacts scaling, client acquisition, and long-term success—and why specialization is the secret to standing out in a crowded market. Whether you're building self-serve solutions or relying on high-touch sales, this conversation will help you choose the best strategy for sustainable growth. Here's what we cover in this episode: - The Founder-Led Sales Trap: Why many agencies rely on the founder's reputation and referrals, and how this limits long-term growth. - Master Your Vertical: How to build a better product, better client experience, attract better clients, and charge more. - When to Make the Shift: Signs that an agency needs to transition from product-led to sales-led growth for sustainable scaling. - Building a Predictable Sales System: Steps to transition from founder-driven sales to a repeatable, team-driven sales process. - The Role of Specialization in Scaling an Agency: Why narrowing focus and refining expertise can help agencies break out of stagnation. - Gift-Based Outbound: The simple method Corey uses to establish trust and book more sales calls with high-value prospects. Bottom Line: - Strengths and Weaknesses of a Product-Led Agency: Strong client relationships, high retention, but limited scalability and founder dependency. - Strengths and Weaknesses of a Sales-Led Agency: Scalable growth, predictable revenue, but higher costs and potential sales-delivery misalignment. “As you begin to build expertise in the market serving that vertical market, you'll be able to build a better product, a better experience for your clients… then you'll be able to attract better clients and charge more.” - Corey Quinn The resources mentioned in this episode are: Escape the generalist trap with Corey's best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

In this episode, Corey Quinn is joined by Sara Hardwick, Community Relationship Specialist at the Giftology Group, to discuss the powerful principles from John Ruhlin's new book, "Beyond Giftology." Sara shares insights on building strategic relationships that drive business growth and how to create systems that turn connections into powerful referral sources. Episode Highlights: The Power of ROR (Return on Relationship): Learn how investing in relationships can take your business places traditional marketing can't reach Relationship Partnership Training System: The step-by-step approach to transform connections into champions and referral partners Clarity Conversations: How to effectively communicate what you do, who you serve, and set partners up for successful referrals "Harmless Starters": Techniques to naturally begin conversations that can lead to business opportunities without being pushy DOVing (Demonstrations Of Value): Low-cost, high-impact ways to demonstrate value in relationships TAP Meetings: Implementing systematic "Talk About Partners" meetings to ensure relationship-building becomes habitual Strategic Gifting Principles: Why it's not the thought that counts, but the "thoughtful thought" that makes a difference Gift Personalization: How personalized touches like engraving, videos, and handwritten notes elevate the impact of gifts Scaling Relationship Marketing: How larger organizations can implement these strategies company-wide Gifting Benchmarks: Recommendations on frequency (max 3 gifts per year) and budget (5-15% of net profit from referrals) The resources mentioned in this episode are: - Connect with Sara Hardwick on LinkedIn: https://www.linkedin.com/in/sarahardwick - Email Sara: info@giftologygroup.com - GIFT∙OLOGY: https://giftologygroup.com - Beyond Giftology (John Ruhlin's final book): https://www.beyondgiftology.com - Giftology by John Ruhlin: https://www.amazon.com/Giftology-Increase-Referrals-Strengthen-Retention/dp/1732095604/ref=sr_1_1?ie=UTF8&qid=1542737227&sr=8-1&keywords=GIFTOLOGY - Join R.I.C.H. Relationship Society: https://giftologygroup.com/rich-relationships - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com

Are you constantly putting out fires in your agency instead of strategically growing it? In this episode of the Deep Specialization podcast, Corey Quinn welcomes Karl Sakas, known as "the agency therapist" who helps agency owners work less, earn more, and reward their best team members. Karl discusses his new book, "Calm the Chaos: 10 Ways to Run a Better Agency," which offers practical strategies for agency leaders looking to create better work environments, improve team morale, and achieve sustainable growth. Episode Highlights: Transitioning from Doer to Leader: Karl shares insights on how agency owners can effectively shift from being hands-on doers to strategic leaders, explaining the six key agency roles and which ones to delegate first Finding Your #2: Strategies for identifying, developing, and properly compensating your agency's second-in-command The Desire-Competence-Capacity Framework: How to identify potential leaders using this practical Venn diagram approach Streamlining Meetings: Practical tips for reducing meeting bloat and making gatherings more productive The Assistant Effect: Why hiring a reliable assistant is crucial for agency owners and how to find the right one The resources mentioned in this episode are: Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market https://www.AnyoneNotEveryone.com Connect with Karl Sakas on LinkedIn: https://www.linkedin.com/in/karlsakas/ Free resources for agencies from Karl Sakas Calm the Chaos book, including free sample chapter (available via Amazon worldwide) Work Less, Earn More book, including free sample chapter (available via Amazon worldwide) Save $150 on "Control (and Maximize) Your Agency Exit" training, with discount code COREYQUINN at checkout Save $100 on "How to Stop Scope Creep" training, with discount code COREYQUINN at checkout

In this episode of Deep Specialization, host Corey Quinn sits down with Ned McPherson, Chief Growth Officer at Power Digital and founder of Endrock Growth and Analytics. Ned shares how he turned a side hustle into a 120-employee agency, scaled it organically through conversion rate optimization (CRO), and sold it to a private equity-backed firm in just four years. Discover the secrets to his rapid growth—zero salespeople, 100% referrals, and a laser focus on delivering results. Ned also reveals why he rolled equity into Power Digital, the power of product-market fit, and his top advice for agency owners eyeing an exit. Packed with insights on specialization, client retention, and navigating acquisitions, this episode is a must-listen for agency leaders ready to scale smart. Episode Highlights: - Scaling Through Specialization: How focusing on conversion rate optimization helped Endrock Growth scale to 120 employees before acquisition. - Winning with Data: Why analytics-driven marketing is the key to improving conversion rates and optimizing performance. - The Power of Responsiveness: How organization and quick client communication set agencies apart in competitive markets. - Strategic Acquisitions: What agency owners need to know before selling—and how to ensure cultural fit in M&A deals. - Providing Value for Free: How offering complimentary audits and insights can accelerate agency growth and client trust. Key Insights: - Use Data to Drive Growth: A strong analytics foundation helps agencies make informed decisions and improve client results. - Stay Financially Vigilant: Keeping a close eye on profitability and cash flow is essential for long-term agency success. - Client Experience Matters: Fast response times and clear organization can make or break your agency's reputation and retention. - Prepare for the Future: Whether scaling or selling, having a clear vision and strategy ensures your agency stays on the right track. The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey's 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Power Digital Marketing: https://powerdigitalmarketing.com - Check out Endrock Growth & Analytics: https://endrock.software - Connect with Ned on LinkedIn: https://www.linkedin.com/in/ned-macpherson-3029a120 - The Evolution of Agency M&A: Why Specialists Command Higher Valuations with Todd Taskey: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2148948977

Struggling to scale your agency and get ahead of your competition? In this episode, Corey welcomes Jacob Baadsgaard, Founder and CEO of Disruptive Advertising and Disruptive University, to break down his strategies for building and scaling a high-performing marketing agency. Jake shares how a strong sales strategy, smarter hiring practices, and a greater focus on clients helped Disruptive Advertising become a leading agency in the marketing world. Stop wasting your budget on strategies that aren't working. If you want to scale smarter and achieve sustainable growth, get ready to take notes! Episode Highlights: - Grow Your Agency Sustainably: Inbound marketing strategies that fuel sustainable growth - Niching Down: The biggest pitfalls of expanding service offerings—and how to avoid them - Hiring Strategies: Why hiring for adaptability beats hiring for experience - Managing Client Success: Why account managers are powerful drivers of client success - Lead With Purpose: How defining your "why" leads to purpose-driven leadership - Beat the Competition: How to leverage data to give your agency a competitive edge Key Insights: - Use Data to Make Choices: Data-driven decision-making is crucial for making informed, effective marketing choices that drive agency growth. - Hire for Adaptability: Hiring for drive over experience allows you to build a more adaptable team that can grow with your agency. - Relationships, Retention, Referrals: Strategic client relationships built on trust and understanding lead to better retention and more referrals. - Know Your “Why”: Knowing your agency's purpose keeps everyone aligned with your vision, fueling motivation and long-term success. The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey's 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Disruptive University: https://www.disruptiveuniversity.com - Check out Disruptive Advertising: https://disruptiveadvertising.com - Connect with Jake on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard

In this episode, Corey chats with Brandon Wheeler, Founder/President at Marketing Six, about how he helped build Scorpion into a dominant force in legal marketing before stepping away to forge his own path. Brandon shares the lessons he learned scaling a niche agency, the challenges of hiring and leading a sales team, and the strategies that drive long-term client relationships. He also opens up about balancing work and family and why true success goes beyond financial gain. If you want to grow a specialized agency, build strong client relationships, and create a business with real impact, tune in. Episode Highlights: - Scaling Scorpion: How Brandon co-founded and scaled Scorpion into a leading legal marketing agency - Building a Sales Team: The biggest challenges of hiring, training, and managing a high-performing sales team - How to Create Impact: The mindset shift that took Brandon from feeling unfulfilled to making a real impact - Growth Strategies: Why client relationships and trust are the key to long-term agency growth - Finding Alignment: How agency owners can align their business with purpose and long-term vision - Work Life Balance: Strategies for balancing agency growth with personal well-being and family life Key Insights: - Specialization Drives Growth: Scorpion's success stemmed from focusing on a niche market (attorneys), proving that serving a well-funded, specific industry can accelerate agency growth. - The Right Business Partner is Critical: Choosing a fully committed partner, not just someone involved, can make the difference between scaling successfully and struggling with misalignment. - Client Intake Can Make or Break Success: A well-optimized intake process is essential for converting leads into high-value clients and ensuring marketing efforts translate into real results. - Take the Leap! There's Nothing Stopping You: Scaling an agency is daunting, but the biggest barrier is often hesitation—start creating your vision and take action. The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey's 3-Month Intensive Program: http://coreyquinn.com/dsa - Connect with Brandon on LinkedIn: https://www.linkedin.com/in/wingmanbrandon - Check out : Marketing Six: https://marketingsix.com - Follow Marketing Six on TikTok: https://www.tiktok.com/@marketingsix - Follow them on Instagram: https://www.instagram.com/marketing.six - Check out Scorpion: https://www.scorpion.co

Sick of burning out with little growth to show for it? In this episode, Corey welcomes Steve Guberman, an agency coach and Founder of Agency Outsight, to find out what it takes to build and scale a sustainable, thriving agency without burning out. Steve shares wisdom from his journey through the agency world and the hard-earned lessons that shaped his approach to leadership, specialization, and long-term success. From niching down to leveraging AI and mastering delegation, Steve breaks down the strategies agency owners need to move from reactive to proactive - and achieve an ROI that reflects that transformation. Episode Highlights: - How Specialization Drives Agency Growth: Why niching down leads to higher profits and long-term success - Avoiding Burnout as an Agency Owner: How to use creative outlets and mindset shifts to stay energized - AI in Agency Operations: How artificial intelligence is changing the way agencies scale and streamline processes - Mastering Delegation & Leadership: Proven strategies to build a strong team and step out of day-to-day operations - Setting Goals That Actually Work: How to align personal values with business objectives for sustainable growth - Proactive vs. Reactive Agency Management: The key to staying ahead and avoiding common scaling pitfalls Key Insights: - Specialization Drives Success: Focusing on a niche improves efficiency, profitability, and competitive advantage. - Authentic Goals Lead to Sustainable Growth: Avoiding copycat goals and aligning business objectives with personal values creates long-term fulfillment. - Preventing Burnout is Essential: Creative outlets and regular self-reflection help maintain energy and leadership effectiveness. - Delegation Fuels Scaling: Documenting processes and trusting your team frees up time for strategy and growth. - Proactive Leadership Strengthens Agencies: Clear vision, open communication, and strategic decision-making drive long-term success. The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey's 3-Month Intensive Program: http://coreyquinn.com/dsa - Connect with Steve on LinkedIn: https://www.linkedin.com/in/agencycoach - Check out Agency Outsight: https://www.agencyoutsight.com - Follow them on Instagram: https://www.instagram.com/agencyoutsight - Subscribe to their YouTube channel: https://www.youtube.com/@agencyoutsight - Listen to the Agency Bytes Podcast: https://www.agencyoutsight.com/podcast - Join Steve's monthly mastermind: https://www.agencyoutsight.com/sounding-board

In this episode, Corey chats with Stephen Reinstein, Founder & CEO of Market Muscles, about how he scaled his niche web design agency to serve 700+ martial arts and dance studios. Stephen reveals how he built a customer-centric product tailored to his industry and the strategies behind his success—from leveraging trade shows and joint ventures to hiring for empathy and creating a standout sales experience. If you want to grow a deeply specialized agency and build a product clients love, this episode delivers. Episode Highlights: - How dropping out of high school led Stephen to build a thriving specialized agency - The unconventional strategy that helped Market Muscles land its first clients - Why joint ventures with industry leaders are a game-changing strategy for scaling an agency - The secret to creating a SaaS product that anticipates customer needs before they even ask - How hiring for empathy transformed Market Muscles' customer support and client retention - The $18,000 lifetime value insight—and why satisfying customers goes beyond just good service - Why your customers will only love your business as much as your employees do—and how to build a company culture that reflects that Key Insights: - Niche Down to Scale Up: The fastest way to grow is by owning a specific market where your expertise and passion give you a competitive edge. - Partnerships Accelerate Growth: Strategic collaborations, from joint ventures to trade shows, can open doors to new clients and opportunities you can't reach alone. - Solve Problems Before Clients Notice Them: The best digital products anticipate customer needs, making the experience seamless, valuable, and effortless. - Your Team Defines Your Success: A company's culture shapes its client experience—invest in hiring and supporting the right people, and growth will follow. The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market! Join Corey's 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Market Muscles: https://marketmuscles.com - Connect with Stephen on LinkedIn: https://www.linkedin.com/in/stephen-reinstein-1790455a - Follow Stephen on Instagram: https://www.instagram.com/sreinstein - Follow Market Muscles on Instagram: https://www.instagram.com/marketmuscles - Connect on Facebook: https://www.facebook.com/sreinstein - “Peak: How Great Companies Get Their Mojo from Maslow” by Chip Conley: https://www.amazon.com/Peak-Great-Companies-Their-Maslow/dp/0787988618

Over the years, The Deep SpecializationTM Podcast has featured incredible guests and groundbreaking strategies that have helped thousands of agency owners niche down, specialize, and scale their businesses. Today, we're showcasing the best of the best—the 3 most popular episodes of all time! These episodes deeply resonated with our audience, delivering timeless insights and actionable advice for agency owners looking to stand out in their industry. This episode is perfect for agency owners, entrepreneurs, and anyone ready to niche down and scale up. Here's a sneak peak into the Top 3: #1 - Million-Dollar Niches with Ryan Golgosky How did Ryan Golgosky turn a generalist marketing agency into a million-dollar success story? In this episode, Ryan shares his journey from humble beginnings to building 180 Sites—a subscription-based, productized web design company for home services businesses. $115,000 in monthly recurring revenue The power of vertical specialization and resilience Lessons from Ryan's remarkable rise in the face of life-altering challenges Listen to the full episode: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147979399 #2 - Scorpion's $200M Sales Strategy with Jamie Adams Jamie Adams, Chief Growth Officer at Scorpion, reveals how we scaled from $20M to $200M in just seven years. Discover: The game-changing impact of multi-vertical go-to-market strategies Tips for building an outbound sales culture How breaking into the franchise vertical reshaped Scorpion's success Listen to the full episode: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147858953 #3 - Laser-Focused Positioning with Jonathan Stark Jonathan Stark, a champion of value-based pricing, unveils his secrets to standing out in ANY industry: How to craft a razor-sharp positioning statement The key to solving expensive problems How AI is shaping digital agencies and the future of productized services Listen to the full episode: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2147946742

In this episode, Corey speaks with Todd Taskey, an investment banker with over 20 years of experience specializing in agency M&A transactions. Todd shares invaluable insights about how modern agency transactions work and why vertical specialization can lead to better valuations and opportunities. Episode Highlights: Why traditional "exit and earn-out" deals are being replaced How vertical specialists often command more attention from buyers than generalist agencies The critical metrics buyers evaluate: retention rates and recurring revenue Why having a sales function is crucial for agency growth and valuation Common financial mistakes that can derail transactions The importance of proper financial reporting and accrual accounting How to prepare your agency for a future transaction Key Insights: Most successful agency transactions today involve getting both cash at close and equity upside in the acquiring company Buyers are increasingly focused on creating an "arc of services" rather than just rolling up similar agencies Agencies with $1M+ EBITDA and strong vertical focus often have more strategic options The "fill in the blank" problem each agency needs to solve beyond just money Why running a "good enough" business may be holding you back Looking to sell your agency and maximize its value but not sure where to start? This episode is a must-listen. The resources mentioned in this episode are: - Connect with Todd on LinkedIn: https://www.linkedin.com/in/toddtaskey - Check out Potomac Business Capital: https://potomacbusinesscapital.com - Listen to SecondBitePodcast: https://potomacbusinesscapital.com/podcast - Email Todd at Todd@PotomacBusinessCapital.com

Struggling to scale your vertically positioned digital marketing agency? Finding it hard to stand out in a crowded market and attract premium clients? There's a better way to grow your business - and it starts with building a strong foundation of leadership, culture, and strategy. Join Corey Quinn as he sits down with Jason Hennessey, renowned SEO expert and Founder/CEO of Hennessey Digital, to uncover the secrets to building a thriving agency that stands the test of time. With years of experience in scaling and selling agencies and a proven track record in the legal vertical, Jason offers actionable advice tailored to agency owners looking to level up. You'll discover: How to create a clear vision and roadmap for your agency's growth The art of differentiation: standing out in a competitive market Leadership techniques for building and motivating a high-performing virtual team Strategies for client acquisition and sales, specifically in niche markets like legal Lessons from Jason's journey, including how to embrace your "zone of genius" and learn from mistakes Advice for hiring excellent salespeople for your agency (and why Jason failed at this in the beginning) If you're ready to transform your vertically-focused agency into a legacy business and take your team to the next level, this episode is a must-listen. “When we sell, we don't really hard sell. We educate… and we're so willing to say no if we're not a right fit.” - Jason Hennessey Here are some actionable key takeaways for agency founders: - Understanding your zone of genius helps in effective delegation. By focusing on what you do best and delegating the rest to capable team members, you can unlock significant growth and efficiency for your agency. - Strong leadership is crucial for scaling your agency and ensuring operational excellence. Hiring the right leaders enables you to focus on strategy and big-picture goals. - Maintaining a strong culture in a virtual environment is essential. A thriving culture transcends physical offices. Creating a cohesive and engaging virtual workplace fosters collaboration and loyalty, even in distributed teams. - Sales strategies should focus on education rather than hard selling. Educating your clients and building trust positions your agency as a knowledgeable and client-first partner, leading to long-term relationships and better outcomes. - A vivid vision provides clarity and direction for your company. Clearly articulating your agency's long-term vision inspires your team, aligns efforts, and attracts clients who resonate with your mission and values. The resources mentioned in this episode are: - Check out Hennessey Digital & Book a FREE 1-hour consultation: https://hennessey.com - Connect with Hennessey Digital on LinkedIn: https://www.linkedin.com/company/hennesseydigital - Check out Jason's website: https://www.jasonhennessey.com - Connect with Jason on LinkedIn: https://www.linkedin.com/in/jhennessey - Listen to The Jason Hennessey Podcast: https://www.jasonhennessey.com/podcast - Buy his books, “Law Firm SEO” & “Honest SEO”: https://www.jasonhennessey.com/books

Feeling invisible in your agency's market? Settling for revenue that's merely “good enough”? Sadly, too many agencies are operating at the lowest level of revenue certainty, but not for long… In this episode, Corey reveals the Deep Specialization™ Maturity Model - a diagnostic tool and roadmap helping agency owners like you understand where they are, where they could be, and what it takes to become the go-to expert in your niche. Just like Apple didn't stop with the iPod, “good enough” is never enough in today's competitive environment. Your agency's future depends on pushing beyond your comfort zone. Don't spend another day unseen and ignored by potential buyers! Learn the Deep Specialization™ Maturity Model today and start leveling up your revenue, reputation, and results. Here's what we cover in this episode: The 4 zones of vertical maturity - Which zone are you in? How to avoid getting stuck on the “good enough line” What happens when you understand the power of developing deep specialized knowledge in a vertical market  How to become the trusted source of reliable results and guidance in your market Traits of an agency that has mastered their vertical market The #1 problem keeping agency founders stuck in the sales role Here are some actionable key takeaways for agency founders: Level 1: Generalist Agency | Level 2: Vertical Vendor | Level 3: Vertical Specialist | Level 4: Vertical Maven What is one step you could take this week to move your agency to the next level? Remember,  your agency's future depends on pushing beyond the comfortable and familiar.

Are your agency's sales presentations putting prospects to sleep? Tired of competing on features, case studies, and pricing? There's a better way to win clients and command premium rates - and it starts with mastering the art of strategic storytelling. Join us as Corey welcomes Philipp Humm, Founder of Power of Storytelling and 2x bestselling author, who has helped agencies like yours transform their pitch process through narrative techniques that resonate deeply with decision-makers. As both a business consultant and storytelling coach, Philipp brings practical insights specifically tailored for creative and marketing firms. You'll discover: - How to craft "vertical expertise stories" that showcase your deep industry knowledge - Techniques for turning generic case studies into compelling transformation narratives - Ways to differentiate your agency through strategic storytelling in sales calls - A framework for training your entire team to tell consistent, powerful stories Plus, Philipp shares real examples of how specialized agencies have used storytelling to win major accounts, raise their rates, and eliminate the constant pressure to compete on price. Whether you're leading a full-service digital agency or a specialized boutique firm, this episode delivers actionable strategies to make storytelling your competitive advantage in new business development. Don't miss this masterclass in using narrative techniques to elevate your agency's positioning and close bigger deals with ideal clients. “[Storytelling] is actually much more about making the other person feel comfortable to share a story in return.” - Philipp Humm Here are some actionable key takeaways for agency founders: - Craft "vertical expertise stories" that demonstrate your deep understanding of your target industry's unique challenges and opportunities. - Use micro-stories in discovery calls to show you've "been there before" with similar clients in your vertical. - Share connection stories about your agency's journey to specialization to build trust with prospects who are considering working with a specialist. - Highlight client transformation stories that showcase the unique value of working with a specialized agency vs. a generalist. - Address common objections to specialization through stories of how other agencies successfully made the transition from generalist to specialist. The resources mentioned in this episode are: - Check out Power of Storytelling: https://power-of-storytelling.com - Buy Philipp's book, “The Storyselling Method”: https://power-of-storytelling.com/the-storyselling-method - Buy his book, “Public Speaking with Confidence”: https://power-of-storytelling.com/public-speaking-with-confidence - Subscribe to his YouTube channel: https://www.youtube.com/@Philipp-Humm - Connect with Philipp on LinkedIn: https://www.linkedin.com/in/philipphumm

How do you turn decades of passion into a thriving business that dominates a niche? In this episode, Corey sits down with Cris Rodriguez, Founder and Visionary of Grow Pro Agency, to unpack her transformation from martial artist school owner to digital marketing powerhouse. Serving over 450 martial arts schools across the U.S., Cris reveals how her agency carved out a competitive edge through witty strategy, results-driven marketing, and an all-American team. Cris doesn't hold back as she shares the secrets behind her success—why Facebook ads and word-of-mouth remain unbeatable, how content creation drives engagement, and the role of company culture in retaining top talent. She also opens up about the risks and rewards of going all-in on a single vertical and why hiring the right team is non-negotiable. If you're looking for real-world insights into building a specialized, scalable agency while staying grounded in your vision, this conversation delivers. Here's what we cover in this episode: Benefits of hiring a dedicated sales team for your agency (+ hiring tips) Why developing joint venture partnerships is essential for scaling an agency Leveraging the power of word-of-mouth marketing How to create engaging content that converts The risks and rewards of focusing on one vertical Why Cris uses Facebook ads as her primary marketing strategy Secrets to improving your client and employee retention Why you need an abundance mindset when serving a competitive market Here are some actionable key takeaways for agency founders: Hiring a dedicated sales team is essential for systematic growth and allows the agency owner to focus on leadership and strategy. Developing joint venture partnerships can expand reach and bring in higher-quality leads, which is critical for scaling. Client retention is driven by results and strong relationships. Hiring a team aligned with core values ensures better collaboration, productivity, and morale. A strong company culture leads to higher employee satisfaction and reduces turnover. Creating high-quality content helps build brand authority and attract new clients in a competitive market. The resources mentioned in this episode are: - Connect with Cris on Instagram: https://www.instagram.com/crisleerodriguez/ - Check out Grow Pro Agency: https://growproagency.com - Connect with Grow Pro Agency on LinkedIn: https://www.linkedin.com/company/grow-pro-agency

How can narrowing your focus open the door to big opportunities? In this episode, Corey unpacks the transformative power of specialization and why choosing the right vertical market is key to agency success. He shares a simple 3-step framework to identify the perfect niche: tapping into your expertise, following your genuine interests, and analyzing the market for growth potential. Along the way, Corey sheds light on common mistakes to avoid when niching down, like targeting a market that's too small or one that doesn't align with your agency's core passions. Whether you're refining your strategy or starting fresh, this episode offers practical advice to help you carve out your niche, stand out from the crowd, and build an agency that thrives. Here's what we cover in this episode: Tips for choosing a vertical market for your agency How to identify characteristics of a good vertical market How specialized agencies grow faster than generalists Common pitfalls to avoid when specializing Why market research is crucial for selecting a vertical How to leverage community and networking opportunities for agency growth Why it's never too late to specialize Here are some actionable key takeaways for agency founders: Choosing a vertical market can lead to long-term success. Specialized agencies grow faster than generalists. Market research is essential before committing to a vertical. Be sure to gather insights from your existing client base. Avoid markets that are too small or declining in demand. Consider the revenue potential of the vertical market. Use community and networking opportunities to explore new opportunities for growth and specialization. Look for verticals with professional requirements. Empathy towards clients is the key to differentiating yourself from your competitors. It's never too late to specialize! The resources mentioned in this episode are: Research your desired vertical's business data, potential growth, and total addressable market value with IBISWorld: https://www.ibisworld.com Directory of Associations: https://directoryofassociations.com

What does it take to turn a side hustle into a thriving agency serving some of the biggest names in publishing? In this episode, Corey chats with Alex Strathdee, founder of Advanced Amazon Ads, who started with a simple goal: sell more books. Fast forward, and Alex now manages millions in ad spend, helping nonfiction authors like Mike Michalowicz and Dan Sullivan grow their influence. But Alex isn't stopping there. He's pulling back the curtain on a game-changing rebrand to Shelf Life, expanding his services to offer authors a complete marketing arsenal. From mastering Amazon ads to diving into influencer programs and TikTok strategies, Alex shares the secrets of scaling a specialized business while staying laser-focused on his niche. If you're looking for a blueprint to grow your agency and adapt to a changing market, this episode delivers the goods. Here's what we cover in this episode: Understanding the limitations of your advertising channels. Differentiating your niche agency. How Alex's agency doubles its revenue every year since its inception. Strategies for overcoming imposter syndrome. How to gain more personal free time while scaling your business. “Seeding the Market”: An effective strategy for book marketing. Myths and misconceptions of book launches that will save authors time and money. The secret to agency growth: Having a consistent lead generation source. Why being a “best seller” doesn't guarantee higher sales. Underrated benefits of outsourcing. Here are some actionable key takeaways for agency founders: Specialization in both the audience served and the services offered is essential. As an agency, you need a consistent lead generation source to scale up. Beyond that, diversifying client sources is crucial for agency growth and stability. Building relationships through podcasting has been a significant client acquisition strategy. One way to overcome imposter syndrome is by networking with influential figures. Advertise where your audience lives. TikTok is becoming a significant platform for book sales because of the amount of readers reviewing books and sharing book recommendations. Outsourcing tasks can lead to better efficiency and productivity. The resources mentioned in this episode are: Connect with Alex on LinkedIn: https://www.linkedin.com/in/alexander-strathdee Check out Advanced Amazon Ads: https://www.advancedamazonads.com Buy Alex's books on Amazon: https://www.amazon.com/stores/author/B07L7FMPYB Listen to Before the Bestseller: https://podcasts.apple.com/us/podcast/before-the-bestseller/id1352053720

"You have to think about the exit from day one.” – Ronik Patel, Founder of UnlimitedWP. If you've ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it's because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast! Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact. While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder. Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story. Here's what we cover in this episode: - How to prime your agency for an acquisition. - Best practices for a successful exit. - Acquisition experience and learnings. - What's next for Ronik and what he's building in the agency space. Here are some actionable key takeaways for agency founders: - If you're looking for an exit, seek out buyers immediately. - Trust and transparency are paramount in the acquisition process. - Make a list of potential buyers early on and build relationships before you need them. - Aligning on values is the cornerstone of a successful acquisition. The resources mentioned in this episode are: - Connect with Ronik on LinkedIn Here- Check out UnlimitedWP Here

"The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound Today's guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client's achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success. With a deep understanding of their industry's unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients. So, how do you go from generalist to specialist? If you're in the process of finding your niche and don't know what steps to take next, this episode will give you the steps you need. Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means. Tune in for expert insights on how to find your niche and become the specialist you know you can be. Here's what we cover in this episode: - Vlad's growth journey from starting as a general agency to niching down to restoration marketing. - How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results. - The major benefits of leveraging referrals, networking, and building a board of advisors. - AI in marketing: How agencies can leverage it to help their clients implement AI tools. Here are some actionable key takeaways for agency founders: - Networking and building a board of advisors are crucial for success in a niche market. - Focusing on high-margin industries can lead to greater profitability. - Attending conferences gives insight into the industry, but it's shadowing the potential niche that can really bring it more to life and help you to see first-hand if it's right for you. - Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit. - If you're still trying to figure out your niche, keep testing and trying! You'll find it. The resources mentioned in this episode are: - Connect with Vlad on LinkedIn here- Check out Restoration Inbound here

"The audiences of niche podcasts are so much more engaged than some of these really big shows.” – Angie Trueblood, Founder of The Podwize Group Our guest's founding moment might have originated by chance, but what followed was pure talent, and certainly, a knack for sales and pitching. Meet Angie Trueblood, Founder of The Podwize Group, a company that connects business owners and podcast hosts with other hosts who serve an aligned audience in their vertical. What started as a discovery of a niche within the podcasting space has now evolved into a sprawling business of consulting and training other agencies on the art of pitching in the B2B space. If you've ever been curious about starring as a guest on a podcast in your vertical, this episode is a must-listen. And while Angie stresses that, spoiler alert, there's no such thing as a template for a perfect pitch, she will share her approach on connecting with the host to get the outcome you're looking for. Tune into learn about what a great guest is made of, how to craft a high-performing pitch, and all the work and processes you need to follow to secure lucrative guest slots on vertical podcasts. Here's what we cover in this episode: - Angie's progression from freelancing in 2017 to building a successful podcast guesting agency. - How joining podcasts as a guest speaker can boost business visibility and sales. - What it takes to get placed as a podcast and deliver a great episode. - How to convert podcast appearances into revenue opportunities. Here are some actionable key takeaways for agency founders: - Guesting on shows in your vertical can help you test the waters in a new niche. - A great podcast guest makes the listeners feel like they're part of the conversation. - Sometimes, you need to get creative to make a compelling pitch, and lean on personality and creative topics to secure a podcast slot. - Pick three verticals to pitch yourself as a podcast guest to test waters. The resources mentioned in this episode are: - Connect with Angie on LinkedIn Here- Check out The Podwize Group Here

"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

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

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.

While we've had troves of agency founders on this show, today's guest brings a unique spin to the typical genesis story. Peter Kang, Co-Founder of Barrel Holdings, started out running a website agency some 20 years ago. Today, the business has evolved into a sprawling portfolio of agencies, all homegrown under a single holding company umbrella. How did all this come to be? Looking back, Peter's path to a holding company co-founder might make complete sense, yet he got there by chance. Peter and his partner were at a crossroads, looking to sunset clients that did not fit their core ICP of Shopify clients, but there was a bump in the road; these were all revenue-generating clients. Luckily, one of their existing employees volunteered to spin these accounts out into a shop of its own, and run it, and so, Barrel Holdings was born. Tune into the episode as Peter sits down with Corey to recount the story from early days as an agency founder to capitalizing on Shopify and Webflow momentum, all the way to spinning out a thriving holding company, and the leadership lessons Peter has picked up along the way. "All our holding company agencies are homegrown.” – Peter Kang, Co-Founder of Barrel Holdings Here's what we cover in this episode: - Peter's journey from an agency founder to holding company builder. - The role of partners like Shopify and Webflow in scaling an agency business. - The holding company origin story, and what Peter's holding company offers today. - What he's learned in 20+ years in the digital agency business. Here are some actionable key takeaways for agency founders: - Lean into fast growing partners in the ecosystem to drive lead flow. - Having too diverse of a client pool can be a resource-suck, consider spinning independent divisions to reduce friction. - Improve margins by developing reusable components to the products you're selling. - Make sure incentives are aligned with those who are going to be leading your business for overall success. The resources mentioned in this episode are: - Connect with Peter on LinkedIn Here- Check out Barrel Holdings Here

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.

"If I would have called my services Fractional CMO 10 years ago, people would have thought I was crazy. Now, the market's ready for it.” – John Jantsch, Founder of Duct Tape Marketing. In recent years, we've witnessed the resurgence of fractional CMOs - Why now? With the pandemic, many companies were caught red-handed for their lack of marketing strategy - coupled with financial strains, economic headwinds, and smaller budgets, the environment brought about opportunity for fractional CMO services to thrive. That is the very same opportunity today's guest, John Jantsch, seized with this company, Duct Tape Marketing. It operationalizes fractional CMO services by providing a repeatable and proven framework they license out. The proof is in the pudding: John's marketing methodology has helped numerous companies grow from a few million to double digits. He joins the show to dive deep into the fractional CMO world and how to succeed both in the role and if you're planning on hiring one. Corey and John cover topics like balancing scale with processes, how to avoid the dreaded scope creep, what to look for in a fractional CMO, and how much you should be prepared to shell out for the role. Here's what we cover in this episode: What the fractional CMO role is. How to run a repeatable framework and roadmap as a fractional CMO. Success stories on multiplying revenue with a fractional CMO. How to tell if your business is ready for one. Here are some actionable key takeaways for agency founders: Your CMO should be obsessed with the customer experience and represent their voice within the company. Beware of the scope creep if you're providing marketing services. Hiring a fractional CMO? Look for candidates with repeatable processes. Mitigate risk in marketing by hiring someone who's built where you need to get to. The resources mentioned in this episode are: Connect with John on LinkedIn Here Check out Duct Tape Marketing Here

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

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.

“Eventually, we stopped the shenanigans and got vertical." – Rob Murray, Founder and President of Intrigue Media Some founding stories are more eccentric, and entertaining, than others, and today's guest certainly has a tale to tell. While these days, the digital marketing agency Intrigue Media does over $5 million in annual revenue serving 110 clients and counting, its founder, Rob Murray started his business selling local out-of-home advertising all the way back in college. While Rob started out as a local generalist, he ultimately, after some hits and glorious misses, narrowed his focus to select niches like HVAC and landscaping. Rob joins Corey to not just share Intrigue Media's journey, but also to dish out a hot take (or five!), served with a side of refreshing honesty. For one, Rob doesn't think that different niches are truly that different to serve; you just have to deeply understand business basics like revenue models and problem-solving. Pair that with honest service and the ethos of trying to do good, and you're golden. So tune in for a wealth of knowledge and actionable advice on topics like growth and retention, what not to do with sales, and moreover, the leadership principles that Rob lives by. Here's what we cover in this episode: Rob's crazy founding story from DOOH to verticalization. How showing up in the community and doing thought leadership sparked initial growth. Rob's approach to marketing, sales, and business leadership. The challenges of hiring sales and how to incentivize them. Here are some actionable key takeaways for agency founders: You have two ways to position your offering: vertical versus horizontal. If you have the resources, you can grow quickly in the beginning by creating a sensation that your agency is everywhere. Think: parties, events, community, and lots of speaking. Don't send sales into the market before you're sure they get your business and you trust them to represent it. Try to uncover unconscious beliefs you hold about your business to break harmful patterns; journaling is great for this. The resources mentioned in this episode are: Connect with Rob on LinkedIn Here Check out Intrigue Media Here Books mentioned in this episode are: Verne Harnish, Scaling Up John C. Maxwell, 21 Irrefutable Laws of Leadership Simon Sinek, Leaders Eat Last and Start With Why Dr. Eric Byrne (Related to Transactional Analysis, no specific book mentioned) Seth Godin (Specific book not mentioned)

Episode: 12 Chapter Twelve of Anyone, Not Everyone outlines the necessity of creating specific sales and marketing materials to appeal to a chosen vertical market, stressing that most of a client's buying decision is made before the first contact. It recommends crafting a dedicated vertical webpage, compiling impactful client success stories and testimonials, and gathering vertical-specific social proof to demonstrate expertise and build trust with potential clients. 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.

“The first six, seven years were a lot of lessons. I made a lot of mistakes. I did not know how to lead people. I didn't know what kind of people should be hired." – Manish Dudharejia, Founder and President E2M Solutions This week's guest, Manish Duharejia, is a true agency aficionado with over a decade at the helm of his marketing company, E2M Solutions. Founded in 2012, E2M Solutions is an integrated white label digital agency that helps other agencies expand their capacity through white label services. Today, Manish runs a 200-person operation with offices in California and India. From his beginnings in SEO to becoming a company founder, Manish joins the show to detail his journey in building a thriving global company. What is refreshing about Manish is his candor around the lessons he's learned, including challenges and even failures. For instance, he had to scale his team back from 120 to 40 to build out sustainable processes first, so he could ultimately get the company back on track. While Manish initially built momentum by partnering with agency coaches and sponsoring events, what truly accelerated growth was switching from project-based fees to unlimited services with fixed costs. What else did the trick? Listen to the episode to uncover valuable learnings on niching down, running an offshore team, hiring order, as well as leadership hits and misses, and key milestones for E2M Solutions. Here's what we cover in this episode: How agencies can scale with white label services. Hard lessons and company growing pains. The benefits (and process) of niching down. Why Manish built his business leveraging both US and Indian talent. Here are some actionable key takeaways for agency founders: The challenges you face at different stages of growth are unique; always stay one step ahead and plan for the next threshold. Problem-solving mindset calls for positivity and transparency. Niching down means saying no for a reason. Don't fear it. It is better to be a specialist in a vertical market because you become an expert in helping clients solve problems. The resources mentioned in this episode are: - Connect with Manish on LinkedIn Here- Check out E2M Solutions Here

Episode: 11 Chapter Eleven of Anyone, Not Everyone discusses vertical sales and marketing strategies, emphasizing the importance of choosing specific actions and avoiding others. The chapter breaks down the sales and marketing activities into inbound marketing, outbound sales and marketing, and relationship marketing, providing an approach to reach clients in the active buying process and underlining the necessity of being a top consideration for potential clients. 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.

"Niche is the number one growth accelerator." – Josh Nelson, Mentor & Coach at Seven Figure Agency Growth can happen in an instant when you're doing the right things. But when you find the right fit, niche, offering, and vertical, that's the unfair advantage. Nobody knows this better than today's guest, who not only coaches agencies on growth, but also grew his own verticalized agency from zero to seven figures in under two years. This week, we welcome Josh Nelson to the Deep Specialization show with an impressive background. From running two successful businesses (the agency Plumbing & HVAC SEO and the coaching business Seven Figure Agency) to writing two best-selling books, we can't wait to dive into the learnings Josh has got in store for us. Today he balances his time between coaching agencies and being the face of Plumbing & HVAC SEO. Impressively, Seven Figure Agency has already helped 118 agencies surpass the million threshold in revenue, and they're on a mission to help 500 surpass seven figures over the next five years. Corey and Josh sit down to discuss the genesis of both of Josh's businesses, and most importantly, to detail how specialized agencies can pass that coveted 7-figure mark through setting up systems for world-class delivery and recurring revenue. Here's what we cover in this episode: - Josh's founder journey and how he niched down to find growth. - How to go from strategy to implementation when building your agency business. - The benefits of verticalization, systematizing onboarding and delivery. - Why recurring fees is the only way to go (if you ask Josh!) Here are some actionable key takeaways for agency founders: - The 3x cornerstones of agency success: Verticalization, unique offering, and pricing that allows for recurring revenue. - Clients stay for world-class results, you have to have a process to do so repeatedly. - Put systems in place so your business can run without you for ultimate freedom. - Hire operations first so you can focus on innovation. Then account, then sales. The resources mentioned in this episode are: - Connect with Josh on LinkedIn Here- Check out Seven-Figure Agency Here

Episode: 10 Chapter Ten of Anyone, Not Everyone presents the development of a Vertical Messaging Guide as an essential framework for consistent, high-quality messaging in marketing efforts for a chosen vertical market. This guide compiles key elements such as the agency's Point of View, vertical positioning, client attributes, business challenges, intrinsic and extrinsic wins, transformation narrative, and proof points to create a central reference point for crafting impactful marketing strategies. 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.

"We specialize in B2B and we specialize in the experiences of three things: A better brand that will create a better employee experience and ultimately, a stronger client experience." – Susan Quinn, President and CEO of Circle C Studio It's not every day you get to sit down with an agency leader with a career spanning four decades, and running! This week's podcast guest, Susan Quinn, is not only deeply experienced, but also one of those leaders who spits quotable business wisdom on every turn. So, let's get into it. Susan is the President and CEO of Circle S Studio, an experience agency specializing in B2B and professional services. A lot has happened since the agency's inception all the way back in 1999. The company has since grown into a national operation that still today maintains an intentionally boutique status with 16 full-time employees and a roster of trusted contractors. With 75 clients in any given year, Susan's agency has delivered hundreds of projects in the realm of B2B marketing. Needless to say, those numbers also contain a wealth of agency management experience from sales to operations and marketing. Corey and Susan sit down to cover everything from agency marketing tactics, conference approach, attracting the right clients through content, how to lead with purpose, and most importantly, “Do not edit your dreams. Think big, go big and big things will happen.” Here's what we cover in this episode: - Susan's impressive career spanning four decades. - Creating frameworks around brand and customer experience. - Finding the growth path, and how Agency Management Institute helped. - The invaluable lessons and tips Susan has learned along the journey. Here are some actionable key takeaways for agency founders: - Examine what part of your efforts is actually bringing in revenue, and double down on that. - Find an ecosystem of partners who think differently, helping you find ways to operate better. - You can diversify your client base while still remaining specialized to mitigate market risks. - When it comes to marketing the agency, speaking and original research have been the cornerstones of Susan's success. The resources mentioned in this episode are: - Connect with Susan on LinkedIn Here- Check out Circle S Studio Here

Episode: 9 Chapter Nine of Anyone, Not Everyone discusses how crafting a unique Point of View (POV) for your agency provides a competitive edge and serves as a key differentiator in a crowded marketplace. The chapter guides you through identifying a significant, meaningful problem in your vertical market, framing it against a metaphorical villain, envisioning a transformed future without the problem, and presenting your agency as a bridge to that future, thus creating a compelling and emotionally resonant POV that elevates your agency beyond mere service provision. 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.

"We've operated in over 30 states in Europe, Mexico and Canada. The Cannabis Creative Group has absolutely taken off like wildfire." – Dan Serard, VP of Sales and Marketing for Cannabis Creative Group Let's take a deep dive into a vertical that certainly is anything but dull. This week's guest, Dan Serard is a trailblazer in cannabis marketing and has stories to tell in setting up agency services for cannabis companies. As the VP of Sales and Marketing for Cannabis Creative Group, Dan was invited to set up the vertical by Champ, a full service agency founded back in 2008. While the parent agency offers everything from branding, website design, social media, search engine optimization, paid advertising, and social media, CCG saw an opportunity to specialize in the weed industry. Why cannabis? In addition to the co-founders sharing a passion for the industry, cannabis was about to be legalized in the state of Massachusetts. So they called up Dan, and the rest is history.Between legislations and stringent restrictions to even perception, cannabis isn't a simple vertical for agencies to master. This week, Dan and Corey discuss everything from carving out a vertical for a highly regulated product, dreaming up a standalone event brand for industry networking, and the building blocks that made CGC the success that it is today. Here's what we cover in this episode: Starting the cannabis vertical at an agency. The quirks of the industry and navigating restrictions. How CCG grows through thought leaderships, partnerships, trade shows, and more. Building community for long-term success. Here are some actionable key takeaways for agency founders: GTM skills, even from a different industry, is a great skill set for sales leaders. Try to find spaces where you can show up first to gain an unfair advantage. Be active at industry associations; it's a space not all agencies play in. Be the connector between clients and prospects at industry events to build community. The resources mentioned in this episode are: Connect with Dan on LinkedIn Here Check out Cannabis Creative Here

Episode: 8 Chapter Eight of Anyone, Not Everyone outlines a four-step process for developing a distinctive vertical positioning, ensuring your agency stands out in the marketplace. It involves identifying key attributes that your vertical clients desire, plotting these attributes to find your unique "white space," and crafting a vertical positioning statement that encapsulates your agency's distinct place in the client's perception. This strategic positioning is not a static tagline but a dynamic, buyer-focused guide for your agency's messaging and differentiation in the market. 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.