Never Been Promoted Podcast with Thomas Helfrich

Erik Wolf, founder of Estound, joins the podcast to discuss how his marketing leadership agency helps businesses avoid common pitfalls in marketing. With a focus on strategy and sustainable growth, Erik shares insights on how mid-market companies can make smarter, more impactful marketing decisions to drive revenue.

About Erik Wolf:

Erik Wolf is the founder and CEO of Estound, a marketing leadership agency that provides high-level strategic advice to mid-market companies. With extensive experience in both corporate marketing and agency work, Erik helps companies avoid costly mistakes in hiring and marketing investments by focusing on clear, actionable strategies that align with business goals.

In this episode, Thomas and Erik discuss:

• What is a Marketing Leadership Agency?
  Erik explains how a marketing leadership agency fills the gap for mid-market companies that lack an executive marketing leader. Estound helps these companies avoid impulsive marketing investments by providing a strategic approach to solve core business challenges before engaging in tactical solutions.
• The Challenges of SEO and Brand Awareness
  Erik discusses the common misconceptions around SEO, especially for B2B services. Instead of seeing SEO as a lead generator, he suggests viewing it as a brand awareness tool, noting that effective SEO builds visibility rather than generating immediate sales.
• Identifying High-Value Customers
  Erik shares a case study where his team analyzed different customer types to identify the most profitable segment. This exercise helped the client focus their marketing on Original Equipment Manufacturers (OEMs) rather than defense contracts, saving time and resources by targeting the right audience.

Key Takeaways:

• Avoiding Impulsive Marketing Investments
  Erik emphasizes the importance of aligning marketing decisions with long-term business goals, cautioning companies against making rushed investments in tactics like SEO or website redesigns without a clear understanding of their impact on revenue.
• Navigating the Middle Ground Between Sales and Marketing
  For mid-sized companies, Erik highlights the value of a "growth marketer" role to bridge the gap between one-to-many marketing efforts and one-to-one sales interactions, enhancing lead quality and consistency.
• Prioritizing Marketing Efforts
  Erik advises companies to categorize routine marketing tasks as "overhead" and focus on priority items that directly support their main objectives. By aligning resources effectively, companies can achieve greater impact with their marketing strategies.

"Marketing isn’t just about tactics; it’s about making the right decisions that drive business goals." — Erik Wolf

CONNECT WITH ERIK WOLF:

Website: https://estound.com/
LinkedIn: https://www.linkedin.com/in/erikwolf/

CONNECT WITH THOMAS:

X (Twitter): https://twitter.com/thelfrich | https://twitter.com/nevbeenpromoted Facebook: https://www.facebook.com/hovienko | https://www.facebook.com/neverbeenpromoted
Website: https://www.neverbeenpromoted.com/
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