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Networking that Works

Anna-Vija McClain, CEO of Piccolo Marketing (Nashville, TN), serves as President of Nashville’s chapter of Women in Digital and spoke at HubSpot’s Inbound 2018 (Boston, MA) on using relationships to grow your business. Her Inbound presentation, “Networking That Works: The Proven Formula for Sales Follow-up,” covers personal branding, the “give value to get value” principle, selecting and building quality relationships with the right people, and guidelines for follow-up frequency. Anna-Vija...


When the Presentation “Platform” is a Stage: Speaking Your Message

Kenny, Cofounder and CEO of ThreeSixtyEight, presented Assembly Required: Why Your Small Business Should Have An Event Strategy at the Hubspot Inbound 2018 marketing conference on September 5 in Boston. In this interview, he talks about hosting events as an outstanding way to create positive customer experiences—to pick up new clients, grow accounts, retain talent, and position your team members as leaders. Kenny also discusses the power of eye-to-eye contact and the distancing effect of...


Niche Down and Thrive

When Joe Apfelbaum, CEO and Founder of Ajax Union, a B-to-B digital marketing agency that early on serviced over 1,100 with as many as 400 active accounts, realized he’d grown a business he didn’t want to run, he ramped down his agency. He defined his “ideal customers”—those who were investing in the top of their funnels, valued strategy, and understood the value of nurturing the lead from the top of the funnel to the bottom line. His tips? Pick a niche, go deep, and have a solid strategy....


What’s in Your Toolkit: Two (former) Computer Engineers Talk Marketing

Anand Thaker, CEO and Founder of IntelliPhi, cohosts the Talking Stack podcast and contributed to the now 6,829-company MarTech Landscape Infographic. Intelliphi develops strategies, technology, and training for cognitive and data enabled marketing, sales and customer support. Martech marries marketing and technology, creating, managing, and using digital tools to to automate tasks, facilitate data-driven decisions, measure marketing activity impact, and drive more efficient market spend....


Building Traction to Capture Giants

Justin Lawson, Cofounder/CEO at JJELLYFISH (New York City/Boston), a customer development firm for early-stage enterprise startups with between a million dollars to $20 million in revenue, explains how his company enables sales teams to move beyond the warm prospects of friends and family and “hunt very large game.” JJELLYFISH analyzes sales processes, identifies customers, and then builds comprehensive, executable business sales playbooks with simple to understand, targeted value...


Great Marketing Message . . . but How Will Your Customers Find You?

Rev Ciancio, three-time agency owner, went from being a Yext superuser for his restaurant clients—ensuring the accuracy of digital information about their brands—their name, address, phone number, hours of operation, menu, handicap-accessible bathroom information—to his position as Director of Industry Insights at Yext (New York City). In this interview, Rev explains that, while people in hospitality knew that customer service was important, they often failed to understand the importance of...


Personalization: The Future in Advertising

When Peter Reitano and Jeff Goldenberg, founders of Abacus Agency, (Toronto, Canada and New York City) an Ad Tech/agency hybrid that specializes in Facebook and Instagram advertising, they saw problems in the traditional agency model. They reverse engineered their organization from a vision of what a future agency would be like, noting that, in today’s fast-paced technology world, you can’t build for today, because, by the time you get the work done, what you have will be out of date—you...


Premium Creativity Results: A Strong ROI for the Client, Profit for the Agency

Blair Enns, CEO of Win Without Pitching (Kaslo, British Columbia) and author of The Win Without Pitching Manifesto and Pricing Creativity: A Guide to Profit Beyond the Billable Hour Blair Enns is Founder and CEO of Win Without Pitching, a company that trains creative agencies on how to win business without giving away their most valuable product—their intellectual property—in getting that business. Blair authored two business books that have proven to be transformational for many creative...


Building Blocks for a Strong Agency: Your Clients, Your Employees, Your Partners

Greg Brock, CEO of Firefli, a digital strategy company based in Roanoke, Virginia, discusses the changing digital marketing landscape. When digital first started, it negatively impacted traditional marketing channels, but it also “wowed” people—the results were measurable. Entrepreneurs and start-ups flooded into this “magic” niche . . . and huge media companies followed when they saw the potential in that space. Greg provides an experienced overview of where digital marketing started and...


When More than a Little Knowledge Can Be Dangerous

Jeff Katz is CEO of Definition 6, a 20-year-old content marketing and digital agency working with a high-profile, household-brand-name client list. D6 creates content and the technology that allows brands to deliver and measure the effectiveness of those messages and has won both treasured client recognitions and a plethora of EMMYs, ADDYs, TELLYs, and WEBBYs. Jeff joined D6 in 2000 as president and chief operating officer and oversaw the cultural and functional integration of...


Collaboration Rule #1: Bet on the Jockey, and Not on the Horse

Tom Nassr is CEO and Cofounder of Checkmate Digital (New Haven, Connecticut), a design and development agency that works with startups and company subject matter experts to build marketable digital products these startups can use to solve specific problems and generate income. These projects range in size from a single piece of software to complex, integrated systems. Before working with a company, Tom conducts candid, in-depth validation discussions to determine the likelihood of project...


Lead Flow Strategy: What to Outsource and What to Keep In-house

Chaz Edward, Cofounder of Make My Business Boom (Hanover, Pennsylvania), a client digital marketing agency focused on driving customers to its clients' physical locations or websites, explains the marketing strategies and funnels his company sets up and uses for finding and qualifying people who might need his company's services, turning these cold prospects into warm leads, transforming them into hot buyers, and closing sales. Make My Business Boom works with larger-sized local and regional...


How to Build a Powerful Sales Engine (on a DIY Budget with Plug-and-Play Parts!)

Julie Stoian, digital marketing consultant and tech coach at Create Your Laptop Life® and head coach and funnelbuilder at ClickFunnels talks about tools and training that can enable smaller company entrepreneurs in the online world to develop powerful, customized sales and marketing tools . . . without hiring expensive technical experts or big-budget marketing firms. In this candid interview, former nationally-recognized social media blogger Julie Stoin discusses how divorce, a surprise...


Cold-calling (Done Right) Drives Bottom-line Profitability

Carrie Simpson, founder at Managed Sales Pros, Everywhere Managed, and THC Results (Las Vegas, Nevada and Winnipeg, Manitoba) put herself into the cold-calling business two decades ago as a stay-at-home mom—by cold-calling companies to sell her services as a cold-caller, winning contracts with major companies, hiring and training other stay-at-home moms to cold call part time, and developing a scalable strategic process for outbound B2B IT sales calls and appointment setting. Churn is a...


Why Leading Brands and Startups Market on Social Platforms: Facebook, Instagram, Snapchat, Twitter, and Pinterest

Bobby Palmieri is CEO at Lilo Social (Brooklyn, New York), a social-media-based marketing agency focused on creating better social content. In this interview, Bobby explains his company’s objectives for its clients: to get a customer to buy the client’s product, grow the client’s social following, grow the brand, and/or increase a viewer’s engagement time—and how utilizing Facebook, Instagram, Snapchat, Twitter, and Pinterest (and some LinkedIn) can provide “the best bang for the marketing...


Using Risk as the Opportunity for Transformative Change

Moira Vetter, Founder and CEO of Modo Modo Agency (Atlanta, Georgia), built her company with a focus on “marketing for business people.” Modo Modo serves a B to B client base and some larger organizations with B-to-B and B-to-C challenges—leveraging value, developing story, and strengthening brands in the face of company carve-outs, acquisitions, divestitures, and reorgs—times of great potential risk—and great opportunities for transformative change. Moira notes that companies often come...


Relevancy: Winning the Battle for Consumer’s Time

Ron Tite, founder and CEO of Church+State (Toronto, Canada), discusses the evolution of content and advertising and how, today, a marketing problem is no longer a content problem or an advertising problem—it’s one unified problem—winning the battle for the consumer’s time. Church+State operates under the premise that every ad can be a piece of content if it is good enough, and every piece of content can be an ad if it is authentic enough. Agencies clamoring for relevancy may define their...


How to Beat Your Fiercest Competitor

In this interview, David Mullen, president and partner of The Variable (Winston-Salem, NC), explains how any company can defeat its biggest competitor and drive sustainable, long-term growth. David articulates the holistic mindshift and strategies needed to develop products people want to buy, build “people-friendly” companies, and win long-lasting, loyal customers. He emphasizes the need to focus on changing: Customer experience topeopleexperience (inclusive of product developers the...


Building an Audience Day 1: Data-Driven Branding

Erik Lokkesmoe, Principal at Aspiration Studios (Nashville, TN), provides insights into how strong branding, a brand’s relational partners, and brand-based distribution systems are changing marketing; highlights how some of the “newer players” (NetFlix, Amazon Prime, Hulu) are tracking audiences’ viewing viewing data to establish future project direction; and comments on how marketing metrics illustrates the critical alliance between marketing’s creative side and its service side. Aspiration...