In this episode of “Leading With Strategy,” Brian Chaney and Joseph Lewin discuss how to leverage video to build authority and drive revenue. They explore why video is becoming an indispensable tool in the digital age, especially as trust in written content wanes with the rise of AI. From creating engaging video content to fostering authentic connections, they share actionable insights on using video to strengthen relationships and enhance credibility. The conversation dives into strategies for making video content effective, the importance of consistency, and how to align messaging with market needs. This episode offers practical advice for anyone looking to grow their professional services or build thought leadership using video.

Key Takeaways:

Building Trust with Video: As AI-generated content proliferates, video provides an authentic way to showcase expertise and build relationships that written content alone cannot achieve.

The Power of Consistency: Regularly producing video content trains your communication muscles and helps build a recognizable presence, enhancing trust and engagement.

Engaging Introductions Matter: How you start your video can determine its success. Leading with a compelling hook grabs attention and drives viewers to engage with your message.

Thought Leadership Through Conversations: Video fosters real-time engagement and collaboration, making it an ideal platform for discovering and sharing thought leadership.

Setting Realistic Goals: You don’t need a massive audience; building authority in your niche and cultivating a small, loyal following can yield significant business outcomes.

Timeline Summary:

[00:00] - Introduction to the importance of video in building authority.

[02:00] - Why video is a powerful medium in an AI-driven world.

[05:00] - Strategies for effective video content creation and audience engagement.

[08:00] - Thought leadership as a process of discovery through conversations.

[12:00] - The role of consistency and authenticity in building trust.

[15:00] - Setting realistic goals and focusing on quality over quantity.

[20:00] - Final thoughts on starting and sustaining a successful video strategy.

Links & Resources:

• https://www.contentrhino.io/

• https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland explore powerful tools and techniques to nurture leads like a pro. They emphasize that generating leads is only the beginning, and the real value lies in how you engage and nurture those prospects through the sales funnel. From leveraging AI to crafting personalized content and automating workflows with CRMs, they share actionable strategies for streamlining the nurturing process. They also discuss creative ways to keep leads engaged, including retargeting, omnichannel approaches, and using interactive content to maintain interest. Packed with practical advice, this episode is a must-listen for businesses aiming to convert more leads into long-term customers.

Key Takeaways:

Nurture with a Purpose: Understand where your leads are in their journey and offer them the right next step, building trust and value before pushing for a sale.

Leverage AI for Personalization: Use AI tools to create hyper-personalized content and deploy chatbots for 24/7 lead engagement while keeping human oversight for meaningful connections.

Retargeting for Low-Hanging Fruit: Retargeting ads are a cost-effective way to stay top of mind with warm leads, ensuring your brand remains in their consideration.

Omnichannel Strategies: Incorporate email, social media, SMS, and retargeting to create a cohesive nurturing strategy that meets prospects wherever they are.

Interactive Content for Deeper Engagement: Go beyond static content by introducing quizzes, assessments, calculators, and other tools that actively involve your prospects in the process.

Timeline Summary:

[00:00] - Introduction to the importance of nurturing leads and avoiding common pitfalls.

[02:00] - Leveraging AI for personalized content and chatbot-driven engagement.

[05:00] - Using CRMs to automate nurturing workflows and simplify follow-ups.

[08:00] - The role of retargeting ads in re-engaging warm leads effectively.

[12:00] - Building omnichannel campaigns that integrate email, SMS, and social media.

[15:00] - Incorporating interactive content for higher engagement and conversions.

[20:00] - Final thoughts on reviewing and improving nurture campaigns over time.

Links & Resources:

• https://www.contentrhino.io/

• https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland discuss their plans for marketing in 2025, diving into strategies to optimize client engagement and adapt to changing market demands. They explore the role of AI in marketing, highlighting its ability to streamline processes like content creation and lead nurturing while stressing the importance of maintaining a human touch. The conversation also covers nurturing long-term prospects through advanced tools, effective lead-generation strategies, and leveraging retargeting to maximize ROI. With actionable insights on balancing new technologies and traditional relationship-building approaches, this episode equips listeners with the tools needed to refine their marketing strategies for the years ahead.

Key Takeaways:

AI as an Efficiency Tool: While AI can drastically reduce the time spent on tasks like creating social media clips and drafting emails, Brian and David stress that human oversight is still essential to ensure quality and context.

Nurturing Long-Term Prospects: With tools like Fathom and Arrows’ sales rooms, businesses can create customized follow-ups and keep potential clients engaged over extended sales cycles.

Effective Lead Generation: Retargeting ads and enticing offers like free content or pay-per-lead models can serve as powerful entry points for building relationships and converting prospects.

Importance of Relationships: Despite technological advances, maintaining authentic, trust-based relationships remains central to long-term success, especially in high-touch industries.

SEO and Content Marketing: Businesses should prioritize creating valuable, targeted content that addresses specific audience needs over generic, keyword-stuffed material.

Timeline Summary:

[00:00] - Introduction to marketing strategies for 2025 and the role of reflection in planning.

[02:00] - Balancing the use of AI in marketing with human intervention for better results.

[05:00] - Advanced tools for nurturing long-term prospects and tracking engagement.

[08:00] - Retargeting ads and creating compelling offers to capture new leads.

[12:00] - The enduring value of authentic relationships in building long-term business.

[15:00] - SEO strategies and the importance of focusing on high-value, specific content.

[20:00] - Final thoughts on staying adaptable and forward-thinking in marketing.

Links & Resources:

• https://www.contentrhino.io/

• https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland discuss optimizing marketing and sales operations to create smoother workflows, improve alignment, and drive better results. They explore the importance of aligning sales and marketing teams through shared goals and communication, focusing on building a unified customer journey. Brian and David highlight how businesses can address common friction points, such as mismatched expectations and inconsistent lead qualification, by establishing shared KPIs and refining the sales funnel. They also discuss the value of continuous improvement, using analytics to measure success, and adapting strategies over time to meet evolving needs. This episode is packed with actionable insights for any organization looking to streamline operations and boost efficiency in sales and marketing.

Key Takeaways:

Unified Customer Journey: Aligning sales and marketing efforts begins with mapping out a clear, shared customer journey, ensuring everyone is working toward the same goals.

Shared KPIs: Define specific, measurable KPIs that reflect the quality and effectiveness of leads, avoiding general metrics like “leads” or “sales” to reduce friction and foster collaboration.

Continuous Improvement: Regularly analyze and refine processes to adapt to new challenges, tools, and customer needs, maintaining a flexible approach to long-term success.

Content Alignment: Sales and marketing teams need to collaborate on content creation to ensure it resonates with target audiences and addresses their specific pain points.

Invest in Development: Consistent training and embracing new technologies, such as AI and automation, can help teams stay ahead and work more efficiently.

Timeline Summary:

[00:00] - Introduction to sales and marketing operations challenges and common issues.

[02:00] - Mapping a unified customer journey to align team efforts.

[05:00] - Establishing shared KPIs to reduce friction between sales and marketing teams.

[08:00] - Importance of ongoing measurement and adapting strategies over time.

[12:00] - Collaborating on content creation to support both lead generation and nurturing.

[15:00] - Embracing technology and training for continuous improvement.

[20:00] - Final thoughts on building better alignment and long-term success.

Links & Resources:

• https://www.contentrhino.io/

• https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland dive into the importance of effective onboarding and how CRM and marketing tools can help get new hires up to speed faster. They discuss the common pitfalls of onboarding, such as chaotic processes and a lack of clear direction, and offer actionable strategies for creating streamlined training systems. From documenting workflows with tools like Loom to embedding training directly into software, they explore ways to simplify onboarding while boosting productivity. Brian and David also highlight how investing in proper onboarding can reduce turnover, improve team morale, and create a scalable business foundation. This episode is a must-listen for any business owner looking to build efficient processes that empower their teams from day one.

Key Takeaways:

Streamlined Training Systems: Use video tools like Loom or Superd to document processes and create a clear roadmap for new hires, making onboarding simple and effective.

Onboarding Inside the Workflow: Embed training directly into the software tools your team uses daily, such as CRMs, to eliminate the need for external systems and make learning seamless.

Feedback for Improvement: Regularly review and update training materials based on team feedback to ensure they remain relevant and effective for new hires.

Reducing Turnover with Onboarding: Investing in a structured onboarding process helps new hires feel confident and capable, reducing the risk of turnover and fostering long-term team loyalty.

Adaptable Training Methods: Tailor training content to individual learning styles—visual, auditory, or hands-on—while maintaining a foundation that everyone can access and follow.

Timeline Summary:

[00:00] - Introduction to the challenges of onboarding and the importance of efficient processes.

[02:00] - Using tools like Loom to document workflows and create simple onboarding materials.

[05:00] - Embedding training directly into CRMs and marketing tools for better efficiency.

[08:00] - Building systems that adapt to individual learning styles and improve retention.

[12:00] - The impact of proper onboarding on reducing turnover and scaling a business.

[15:00] - Final thoughts on creating living, adaptable training materials to support growth.

Links & Resources:

• https://www.contentrhino.io/

• https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland delve into the essential steps for building and optimizing a sales and marketing pipeline. They explore the importance of balancing top-of-funnel activity with nurturing leads through the sales process to maximize conversions and build sustainable growth. Brian and David discuss common pitfalls like the feast-or-famine cycle in pipeline management, emphasizing the need for consistency and alignment between sales and marketing teams. They also offer insights into structuring multiple pipelines for different sales processes and using analytics to track performance effectively. This episode is a must-listen for anyone looking to create a well-functioning, scalable pipeline that drives measurable results.

Key Takeaways:

The Feast-or-Famine Trap: Avoid the common mistake of neglecting pipeline generation during busy periods of fulfillment. Consistently filling your pipeline is key to sustainable growth.

Aligning Sales and Marketing: Sales and marketing must work hand-in-hand to ensure leads are nurtured through the pipeline effectively, with shared goals and metrics for success.

Keep It Simple: Overcomplicating your pipeline with excessive stages or unclear processes can overwhelm your team. Focus on essential steps that reflect the actual sales journey.

Leveraging Analytics: Regularly review analytics to assess pipeline performance, identify bottlenecks, and refine strategies. A clean, up-to-date CRM is critical for accurate tracking.

Adapt and Scale: Start with one pipeline, refine it, and scale from there. Customizing pipelines for specific customer journeys ensures higher efficiency and better results.

Timeline Summary:

[00:00] - Introduction to pipeline challenges and common mistakes in pipeline management.

[02:00] - The importance of balancing top-of-funnel activities with lead nurturing.

[05:00] - How to structure your pipeline with essential stages for clarity and effectiveness.

[08:00] - Avoiding the feast-or-famine trap by maintaining pipeline consistency.

[12:00] - The role of analytics and CRM tools in tracking and refining pipeline performance.

[15:00] - Aligning sales and marketing teams for better pipeline efficiency.

[20:00] - Final thoughts on scaling and customizing pipelines for sustained success.

Links & Resources:

• https://www.contentrhino.io/

• https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland discuss the importance of building effective KPIs (Key Performance Indicators) in sales and marketing. They explore how businesses can track meaningful metrics that align with their goals, ensuring every team member is working toward the same objectives. Brian and David emphasize the dangers of focusing on vanity metrics and highlight the value of outcome-based KPIs that directly impact revenue and growth. From understanding the customer journey to implementing practical frameworks for tracking performance, this conversation is packed with actionable advice on creating a sustainable, data-driven approach to success.

Key Takeaways:

Outcome-Based vs. Process KPIs: Effective KPIs focus on measurable outcomes rather than surface-level metrics like impressions or likes, ensuring your efforts lead to tangible results.

Tracking Across the Customer Journey: Brian and David discuss the importance of assigning KPIs to each stage of the customer journey, from awareness to retention, allowing for targeted improvements.

Avoiding Vanity Metrics: Businesses should avoid overvaluing metrics that don’t contribute to growth, such as arbitrary social media likes, and instead focus on metrics that drive meaningful engagement and conversions.

The Power of Leadership Buy-In: Success starts with leadership setting the tone for company-wide alignment on KPIs, ensuring that goals are realistic and reflect team capabilities.

Simple Tools for KPI Tracking: While advanced CRM systems are helpful, starting with a simple spreadsheet to track performance across key stages can work effectively for smaller teams.

Timeline Summary:

[00:00] - Introduction to Brian and David’s conversation on KPIs in sales and marketing.

[02:00] - Defining effective KPIs and the importance of measuring throughout the sales process.

[05:00] - The difference between process KPIs and outcome-based KPIs.

[08:00] - Avoiding vanity metrics and focusing on impactful goals.

[12:00] - Tracking metrics across the customer journey for actionable insights.

[15:00] - Leadership buy-in and creating a culture of accountability with KPIs.

[20:00] - Final thoughts on starting small and scaling your KPI strategy.

Links & Resources:

https://www.contentrhino.io/

https://nektur.com/

In this episode of “Leading With Strategy,” Brian Chaney and David Roland discuss how businesses can navigate marketing in a challenging economy. They address the realities of economic downturns, sharing strategies for maintaining growth and attracting new clients even as budgets tighten. They dive into the importance of consistent marketing, the risks of cutting marketing budgets, and why a strong, data-driven approach to measuring results is essential. Using relatable examples, Brian and David highlight how shifting to a relationship-building mindset in marketing can help companies stand out, retain clients, and remain competitive. This conversation offers valuable insights for businesses looking to adapt their marketing approach to thrive in uncertain times.

Key Takeaways:

Consistency in Marketing: Even in a down economy, maintaining a marketing presence is crucial. Businesses that stay visible are more likely to retain customers and attract new ones when the market rebounds.

Measuring Marketing Impact: Brian and David stress the importance of data in decision-making, encouraging businesses to track the effectiveness of their marketing spend to avoid cutting channels that may be driving real results.

Relationship-Building Over Sales: Rather than focusing on direct sales, businesses should emphasize building relationships and credibility with prospects, which can foster loyalty and trust over the long term.

Adaptability in Marketing Channels: Depending on industry and target audience, some channels may need more investment, while others can be cut. It’s about knowing what works best for your specific audience and focusing resources there.

Keeping a Pulse on Competitors: Monitoring competitors can reveal new opportunities as others pull back on certain channels, allowing agile companies to capture market share.

Timeline Summary:

[00:00] - Introduction to Brian and David’s conversation on marketing through a down economy.

[02:00] - The importance of maintaining a marketing presence, even during tough times.

[05:00] - How to measure marketing impact and avoid cutting high-value channels.

[08:00] - Emphasizing relationship-building in B2B marketing for lasting customer loyalty.

[12:00] - Adapting marketing strategies and choosing the right channels based on your industry.

[15:00] - Monitoring competitors and identifying opportunities during economic slowdowns.

[20:00] - Final thoughts on the importance of consistent, data-backed marketing efforts.

Links & Resources:

- https://nektur.com/

- https://contentrhino.io