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PODCAST

The Deep Specialization™ Podcast

Everyone knows the power of focus in business, but not everyone knows how to do it well. On this show, you"ll hear from 7, 8, and 9-figure founders and executives who"ve been wildly successful by taking a vertical or multi-vertical approach to growing their business.You"ll hear stories about how they started, what they did to grow their business and ultimately what made them a success. If you"re thinking about focusing your business on one or more verticals, this show is for you.

business marketing

All Episodes

38:37

Going National, Staying Boutique w/ Susan Quinn

The Deep Specialization™ Podcast ·

2024/06/05

"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 S 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

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11:56

Anyone, Not Everyone, Chapter 9: Establish Your Point...

The Deep Specialization™ Podcast ·

2024/06/03

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

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43:15

High Risk, High Reward Vertical w/ Dan Serard

The Deep Specialization™ Podcast ·

2024/05/29

"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 GroupLet’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

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11:14

Anyone, Not Everyone, Chapter 8: Create Your Vertical...

The Deep Specialization™ Podcast ·

2024/05/27

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

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44:23

An Agency Business in a Box w/ Jeff Tomlin

The Deep Specialization™ Podcast ·

2024/05/22

"The average small business uses over three dozen different pieces of software to run different aspects of their business." – Jeff Tomlin, Co-Founder & CMO of VendastaIf you had to summarize Vendasta’s marketplace for small and medium sized agencies, it would be, in Jeff’s words, “Business in a box”. Vendasta gives 80k+ agencies a full-stack platform to rebrand and resell online services to local business clients, granting them the scalability of a SaaS recurring revenue model

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18:30

Anyone, Not Everyone, Chapter 7: Know Your Vertical...

The Deep Specialization™ Podcast ·

2024/05/20

Episode: 7 Chapter Seven of Anyone, Not Everyone advises on the importance of understanding your competition in the chosen vertical market, with 90% of marketers reporting positive outcomes from such research. It suggests balancing competitive analysis with a focus on clients, emphasizing that overconcentration on competitors may lead to reactive, non-client-focused decisions. This chapter guides readers through a three-step process to identify, research, and document findings on

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52:17

What a Profitable Agency Is Made Of w/ Marcel Petitpas

The Deep Specialization™ Podcast ·

2024/05/15

"The higher that gross margin is, the more optionality you have to make deliberate decisions about your agency." – Marcel Petitpas, Co-Founder & CEO of Parakeeto Agency founders are often incredible visionaries when it comes to their core competency, but financials are rarely something they enjoy or excel at (pun intended). Between billable hours, shifting client scopes, clients scaling up or down, time-tracking, and pass-through costs, it’s no easy feat, either. In that vein, today’s

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30:56

Anyone, Not Everyone, Chapter 6: Get into the Mind of...

The Deep Specialization™ Podcast ·

2024/05/13

Episode: 6 Chapter Six of Anyone, Not Everyone stresses the significance of deeply understanding the needs, desires, and fears of your target vertical market to create marketing that resonates and stands out amidst the noise. It guides readers on conducting buyer journey client interviews, a method superior to assumptions or surface-level market research, for crafting highly relevant and impactful marketing messages that echo the specific context and challenges of the vertical

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41:16

Agency Growth Takes Blood, Sweat & Tears w/ Nora and...

The Deep Specialization™ Podcast ·

2024/05/08

"The two challenges that we see with most agencies are that they don't have a clear growth strategy nor the resources to execute it. " – Eric Brown, Co-Founder at Blood Sweat & Tears Most agencies initially grow through founder-led sales and tapping into leads in your network, but what is the next step? Where do agencies typically get stuck and how can they break through? There are no better people to answer these questions than today’s guests Nora DiNuzzo and Eric Brown, Co-Founders of

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20:08

Anyone, Not Everyone, Chapter 5: The Four-Step...

The Deep Specialization™ Podcast ·

2024/05/06

Episode: 5 Chapter Five of Anyone, Not Everyone introduces a four-step process for selecting the ideal vertical market for your agency, including gathering client data, identifying potential verticals, scoring them based on qualitative and quantitative factors, and finally, validating the market to ensure it can meet your business growth goals. This systematic approach serves as both an investment and insurance policy against the costly error of choosing an unsuitable vertical,

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48:08

Positioning a Specialized Agency for Scale w/ Marty...

The Deep Specialization™ Podcast ·

2024/05/01

"We went from generalist agency to performance marketing for franchises and renovations." – Marty Menard, President of Giant CreativeFinding success by niching down your agency focus surely isn’t a new story on this podcast, but there is a reason our guests on the show have found scalable growth through verticalization. And, each story comes with unique insights founders can tap into. This week, we’ll hear Marty Menard's journey into specialization. He is President and Chief Business

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12:08

Anyone, Not Everyone, Chapter 4: Give a Damn

The Deep Specialization™ Podcast ·

2024/04/29

Episode: 4 Chapter Four of Anyone, Not Everyone emphasizes the vital role of empathy in deep specialization, likening it to the caring aspect of good parenting, essential for the long-term success of an agency. By genuinely investing in clients' businesses and industries, and offering support especially in challenging times, an agency can significantly differentiate itself from competitors, build stronger relationships, and lay the groundwork for sustainable growth and success. Reminder

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52:11

Specialization & Productized Services to Unlock...

The Deep Specialization™ Podcast ·

2024/04/24

"What most people are trying to talk about when they talk about scale, but that's really leverage."– Greg Hickman, Founder of AltAgency Leverage is everything when it comes to growing a successful agency or service offering. And that’s exactly what today’s guest helps develop for his clients: Leverage to grow and develop their business to the level and direction they want to go. This week, welcome Greg Hickman on the show. He is an industry veteran and Founder of AltAgency, a consultancy

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9:45

Anyone, Not Everyone, Chapter 3: Lay the Groundwork |...

The Deep Specialization™ Podcast ·

2024/04/22

Episode 3 Chapter Three of Anyone, Not Everyone underlines the importance of careful and informed selection when choosing a vertical market to specialize in, warning that a hasty or ill-informed choice can lead to significant loss of time and potential revenue. It encourages agency founders to use their client history data to make an educated decision and highlights the characteristics of a desirable vertical, advising to start with a generalist approach before specializing to gain a

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46:57

Growth Through Strategic Acquisitions w/ Sam Shepler

The Deep Specialization™ Podcast ·

2024/04/17

"Acquiring a service you want to offer helps your company leapfrog years of trial and error. " – Sam Shepler, Founder of Testimonial HeroWe welcome back Sam Shepler, Founder of Testimonial Hero, a global video testimonial company that helps B2B SaaS companies close more deals through customer stories. After a quick recap on what Testimonial Hero does (listen to episode 55 for part one), Corey and Sam get into the topic of acquisitions. Testimonial Hero recently acquired a company named

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19:31

Six Reasons to Become a Vertical Market Specialist |...

The Deep Specialization™ Podcast ·

2024/04/15

Episode 2Chapter Two of Anyone, Not Everyone outlines six compelling benefits of becoming a vertical market specialist, drawing on the real-world transition and success of marketing agency Gorilla 76, which honed its focus on industrial manufacturing clients. The chapter highlights how specialization simplifies sales and marketing, improves sales confidence through deep industry knowledge, removes friction from the buying process by becoming an insider, makes agencies extraordinary by

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56:25

Big Success in a Small Niche

The Deep Specialization™ Podcast ·

2024/04/10

"We’ve chosen to focus. And that focus is powerful. It delivers value to the end customer. – Ron Callis Jr., CEO of One FireflyRon Callis Jr., is the Chief Executive Officer of One Firefly, an award-winning marketing agency that has consistently ranked in the INC 5000 list for its impressive growth. With a laser focus on the custom integration, security, and clean tech industries, Ron brings invaluable insights into scaling a business through the power of specialization and dedicated team

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22:41

The Introduction of Anyone, Not Everyone | Deep...

The Deep Specialization™ Podcast ·

2024/04/08

Episode: IntroductionThe Introduction of Anyone, Not Everyone sets the stage by emphasizing the significance of niche marketing for businesses. It explains how focusing on specific audiences rather than a broad market can lead to more meaningful engagement, efficient use of resources, and ultimately, greater success.Episode: 1Chapter One of Anyone, Not Everyone illustrates the pitfalls of generalist agencies that stretch themselves thin by saying yes to too many types of clients, leading to

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31:06

Inside an Agency Growth Mastermind w/ Jon Tsourakis

The Deep Specialization™ Podcast ·

2024/04/03

"Our philosophy at Digital Mastermind, an agency leadership group, is that a rising tide lifts all boats." –– Jon Tsourakis, Owner, Digital Mastermind GroupThe agency landscape is extremely competitive across most verticals - some might prefer to gatekeep insights around best practices and growth levers to maintain an edge. That’s not the case at all for today’s guest, Jon Tsourakis. Jon is a long-time agency owner, entrepreneur, and a steadfast believer in the power of peer knowledge. As

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43:42

Finding Immediate Product-Market Fit w/ Robin Alex

The Deep Specialization™ Podcast ·

2024/03/27

"All 14 of our clients got the product. We got them onboarded and they all loved it and paid a fee to use it, which was incredible." Robin Alex, Founder of HighLevel.Usually, it takes a long while for a B2B software product to find traction. That wasn’t the case for today’s guest, who by luck and brilliant vision found success from the get-go. A lifelong entrepreneur, Robin joins The Deep Specialization Podcast to share his founding story, going from building companies in his dorm room to

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83 results

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