Unlocking Agency Growth: Corey's Blueprint for Escaping Founder-Led Sales

11/20/24 • 21 min

The future of AI in marketing is set to transform outreach strategies, making it increasingly essential for agencies to build relationships before making contact. Host Brett Deister welcomes Corey Quinn, a former CMO of Scorpion and an agency coach, who shares insights on how agencies can escape the founder-led sales trap and focus on scaling revenue. Corey emphasizes the importance of specializing in vertical markets to sharpen positioning and implement effective go-to-market strategies. The discussion also highlights the role of AI in content creation, competitive analysis, and streamlining standard operating procedures. Additionally, they explore the necessity of customer intimacy and the establishment of client advisory boards to maintain trust and avoid potential pitfalls in client relationships.

Takeaways:

AI's impact on marketing will escalate in the next few years, requiring strategic adaptation.
Success in B2B marketing involves establishing relationships before initiating outreach to potential clients.
Agencies should focus on vertical markets to differentiate themselves and enhance sales effectiveness.
A peanut butter strategy in marketing spreads resources too thin; specialization is essential.
Customer intimacy is crucial in maintaining trust and avoiding missteps with clients.
Using AI for competitive analysis can help agencies identify unique positioning in the market.

Links referenced in this episode:

anyone.not.everyone.com

Companies mentioned in this episode:

Scorpion
Adobe
Broadcast.com
Pete's Coffee and Tea
Art of Tea

Takeaways:

AI's impact on marketing will escalate in the next few years, requiring strategic adaptation.
Success in B2B marketing involves establishing relationships before initiating outreach to potential clients.
Agencies should focus on vertical markets to differentiate themselves and enhance sales effectiveness.
A peanut butter strategy in marketing spreads resources too thin; specialization is essential.
Customer intimacy is crucial in maintaining trust and avoiding missteps with clients.
Using AI for competitive analysis can help agencies identify unique positioning in the market.

Links referenced in this episode:

anyone.not.everyone.com

Companies mentioned in this episode:

Scorpion
Adobe
Broadcast.com
Pete's Coffee and Tea
Art of Tea

Previous Episode

Future-Proof Your Brand: Insights from Branding Guru Mitch

Branding guru Mitch joins us to share essential strategies for future-proofing your brand in 2024. With over 30 years of experience in brand strategy, he emphasizes the importance of embracing emerging technologies like artificial intelligence and augmented reality to stay competitive. As societal trends evolve, understanding the motivations of younger generations and their expectations of brands becomes crucial. Mitch also discusses the impact of Web3 on consumer relationships, highlighting the shift towards direct engagement and data ownership. Tune in to discover how you can leverage these insights to enhance your brand management and navigate the rapidly changing landscape of marketing.

Takeaways:

Mitch emphasizes the importance of understanding societal trends to future-proof your brand.
Embracing AI technology is essential for staying competitive in today's marketing landscape.
Brands must experiment with emerging technologies to adapt quickly to changing environments.
A clear purpose beyond profit is crucial for connecting with younger generations.
Marketers should not fully rely on AI; human oversight is essential for brand safety.
Virtual reality and augmented reality offer unique opportunities for brand engagement and customer experience.

Links referenced in this episode:

Companies mentioned in this episode:

Unilever
Coca Cola
Wells Fargo
Ally Bank

Next Episode

Reviving the Roadside Stand: How Shannon Is Bringing Back Old-School Marketing

Shannon from Roadside Republic joins Brett Deister to discuss the revival of traditional roadside stands and the effectiveness of old-school marketing strategies. With over 11 years of experience in running produce stands, Shannon emphasizes the low barriers to entry for this business model and the potential for significant financial rewards. The conversation highlights the importance of storytelling in marketing, illustrating how connecting consumers to the origins of their food creates a deeper relationship and enhances customer loyalty. Shannon also shares her journey of creating a comprehensive course during COVID to empower others to embark on their own roadside business ventures. The episode explores the integration of modern hyperlocal and digital marketing techniques, showcasing how these approaches can attract and retain customers while fostering a sense of community around roadside engagement.

Takeaways:

Roadside stands offer a low barrier to entry, making them accessible for aspiring entrepreneurs.
The importance of storytelling in marketing can significantly enhance customer engagement and loyalty.
Integrating hyperlocal and digital marketing techniques can help roadside businesses attract new customers.
Creating a warm, inviting atmosphere fosters community connection and encourages customer retention.
Successful roadside stands leverage both impulse traffic and effective follow-up marketing strategies.
The experience of visiting a roadside stand is about more than just the produce; it's about connection.

Links referenced in this episode:

roadsiderepublic.com

Companies mentioned in this episode:

Roadside Republic
Michaels

Digital Coffee: Marketing Brew - Unlocking Agency Growth: Corey's Blueprint for Escaping Founder-Led Sales

Transcript

00:00:00.239

And Brett, you think it's bad now, wait till AI is in two, three years where it's just like that stuff. It's going to be crazy. And the generic outreach is going to be. Think it works now? A little bit. It's going to. It's going to get much worse. And so therefore, being able to build some kind of relationship with the folks that you're going to reach out to before you ever actually reach out to them is, I think, a superior way of going forward, building a brand and b