Saul Marquez talks with Jason Barnard about B2B Marketing mastery.

Saul Marquez is the founder and CEO of Outcomes Rocket, a global digital marketing agency serving healthcare clients exclusively. Saul shares his proven framework, which is built on four key pillars of marketing: strategy, owned, earned, and paid media.

He emphasizes the importance of starting with strategy, not tactics. Understanding your ideal client profiles (ICPs) and their pain points is essential because emotions drive action. Jason Barnard and Saul Marquez also explore how Google’s understanding of your brand impacts visibility, trust, and opportunities—from business growth to personal reputation.

Throughout the episode, Jason Barnard and Saul Marquez explore how a well-positioned brand with consistent messaging helps build trust, enhances visibility, and opens doors for business growth—a must-watch for founders, entrepreneurs, and marketers looking to build sustainable growth through strategic marketing implementation.

#B2BMarketing #HealthcareMarketing #MarketingStrategy #AIMarketing #DigitalMarketing

What you’ll learn from Saul Marquez

00:00 Saul Marquez and Jason Barnard

01:28 What Result Did Saul Marquez’s Brand SERP Show When Jason Barnard Googled His Name?

01:37 What Does Saul Marquez’s KGMID Reveal, According to Jason Barnard?

02:31 What Does Kalicube Do to Help People Appear More Authoritative When Someone Googles Their Name?

03:33 What Are the Best Marketing Processes for B2B?

04:21 What Are the Four Pillars of B2B Marketing?

04:45 Why Do the Four Pillars of Marketing Apply to Any Company, Regardless of its Size?

05:12 Strategy

05:28 Why is it Important to Start With Strategy Before Jumping Into Tactics in Marketing?

05:43 What Should You Focus On When Building Your Strategy?

06:29 What Mistake Did Kalicube Make in Terms of Their UCP, Based on Jason Barnard’s Explanation?

06:56 What Lesson Did Saul Marquez Emphasize to Jason Barnard Regarding Kalicube’s Proprietary Technology?

07:23 Why Does Changing Communication Later Become More Painful Than Getting it Right From the Start?

07:57 What Are the Key Pain Points of Jason Barnard’s Ideal Client?

08:33 What Are the Three Big Pain Points That Jason Barnard Identifies for Himself?

09:14 Why is it Important to Understand the Pain Points of Your Ideal Client Profiles?

09:51 Why is it Important for Marketers to Focus On the Client’s Problem Rather Than Just the Solution?

10:30 Owned Marketing

10:39 Earned Marketing

11:09 Paid Marketing

11:52 Why Do You Need to Define Your Message Before Worrying About AI, Search, and Google?

12:30 What Did the McKinsey Report Reveal About B2B Healthcare Companies and Their Marketing Strategies?

13:02 Why is Getting Your Strategy Right Important When It Comes to Staying Ahead of Competitors?

14:05 Why is it Important to Use AI Effectively in B2B Marketing?

14:23 Why Does Saul Marquez Believe AI Will Significantly Impact the Future of Their Agency?

15:19 What Are the Steps You Can Take Using ChatGPT to Develop Your Brand Strategy?

17:06 What is the Next Great Use of AI That Saul Marquez Suggests?

18:23 What Mindset Shift Helped Saul Marquez Grow His Agency and Leverage AI More Effectively?

20:03 What Tasks Can You Apply AI To?

This episode was recorded live on video April 8th 2025

https://www.youtube.com/watch?v=G5exga9U8_8

Links to pieces of content relevant to this topic:Saul Marquez

Transcript from Saul Marquez with Jason Barnard on Fastlane Founders And Legacy. B2B Marketing Mastery

[00:00:00] Narrator: Fastlane Founders and Legacy with Jason Barnard. Each week, Jason sits down with successful entrepreneurs, CEOs and executives, and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. How can we quickly build a profitable business that stands at test of time and becomes their legacy?

[00:00:26] Narrator: A legacy we're proud of. Fastlane Founders and Legacy with Jason Barnard. 

[00:00:32] Jason Barnard: Hi everybody and welcome to another  Fastlane Founders and Legacy with me, Jason Barnard. I'm here today with, a quick hello and we're good to go. Welcome to the show, Saul Marquez.

[00:00:47] Saul Marquez: Thank you Jason. 

[00:00:49] Jason Barnard: I actually for once, sang the name wrong. I usually sing it right and say it wrong. It's Saul Marquez. 

[00:00:56] Saul Marquez: Yeah, yeah, yeah. You said it right. You're good. 

[00:00:58] Jason Barnard: I sung it wrong, said it right, and that's, that's the first. So you're, you are a unique guest and that I got it the wrong way right. Or the right way

[00:01:07] Jason Barnard: wrong. And either way, today we're talking about transforming healthcare marketing success and it's really about B2B marketing with a focus in your case on healthcare. So anybody who's into B2B marketing is gonna enjoy this episode. And if you're into healthcare B2B marketing, you are really gonna enjoy this episode. Is that about correct? 

[00:01:26] Saul Marquez: That is well said, Jason. 

[00:01:28] Jason Barnard: Thank you. And as always, we'll start with your Brand SERP. I googled your name and here you are, a bit of a mixture of Saul Marquez at the top there. And this is very typical of somebody who is an entrepreneur, who's the CEO of a company. Google understands who you are, but obviously there are a lot of different people with your name. So it isn't gonna show you dominating others.

[00:01:51] Jason Barnard: However, Google has this super duper thing called K-G-M-I-D and you can see it there in the top right hand corner. And when we dig down into our Kalicube Pro database, 3 billion data points, we find yours. And that's Google's understanding of you specifically. Which is why most of the photos are right and the websites are right and over there on the right hand side, it is all you.

[00:02:13] Jason Barnard: So Google has a unique identifier for you. And when we give it to the Google search results, it produces that. And when you are sufficiently well understood and confidently understood by Google, that would pop here with a description with potentially your age and other people search for. 

[00:02:31] Jason Barnard: And that's what we do at Kalicube. We build Knowledge Panels for people so that they look significantly more successful and more authoritative when somebody else Googles their name especially the clients who you've marketed to. 

[00:02:44] Saul Marquez: That's right. That's right. I, I love that, by the way. I love how you open very, value packed and I, I think I need to hire you.

[00:02:53] Jason Barnard: Brilliant. I would be more than happy to help you. One of the things about this is I can educate and inform because all of this is a bit geeky. 

[00:03:02] Saul Marquez: Yeah. It is awesome. 

[00:03:02] Jason Barnard: But actually it's pretty simple. It's Google recognizes you. It just doesn't recognize you as well as it should or as well as you deserve. 

[00:03:12] Jason Barnard: Particularly, we're gonna be looking at marketing in B2B and AI. And so my first question in B2B is, what are the best marketing processes for B2B? Because we're B2B and we sometimes struggle to identify the best works. 

[00:03:27] Saul Marquez: Yeah, Jason. Well, well first of all, just, what, what a privilege to be here with you. I wanna say thank you.

[00:03:33] Jason Barnard: Brilliant. 

[00:03:33] Saul Marquez: On, on the, on the healthcare B2B side, look. I've been in it for, I've been in healthcare, but B2B for my whole career over 20 years. I was a corporate sales and marketing guy for a very long time, but I, it was that day I was in my office in San Diego looking out the window at the birds. We love birds.

[00:03:52] Saul Marquez: If you want to talk about birds, that's a different discussion. And I was about to make that call after eight years of being where I was, a great career. I was gonna take the jump. My wife was all in and haven't looked back since. And, and all the principles that I learned at a corporate business, billion, billion dollar businesses, million dollar businesses, I've taken them into our agency.

[00:04:16] Saul Marquez: And, and it really boils down to some of the most basic things, marketing. B2B marketing is basically four pillars. It's strategy, it's owned marketing, it's earned marketing, and it's paid marketing. Those are the, those are the four pillars of marketing. And what I tell everyone is that tactics. Oh, were you gonna say something?

[00:04:39] Jason Barnard: Yeah, I was gonna say, number one, does this apply to the company, however big or small it is? And number two, can you repeat them? 

[00:04:45] Saul Marquez: Absolutely. It, it certainly does. Whether you're, by the way this applies if you're B2C too, B2B, B2B2C, B2C, like all of these. So, so essentially it's, it's strategy and that's where you need to start. Then it's owned. Earned and paid. And I could define them if you'd like. 

[00:05:06] Jason Barnard: Yeah. Let's start with strategy. 

[00:05:07] Saul Marquez: Okay. 

[00:05:08] Jason Barnard: Define that. Dig in a little bit, then move on. So strategy. That's the thing we start with. 

[00:05:12] Saul Marquez: So strategy and the, and, and here's the challenge. Most people don't start with strategy. They start with tactics. And the quote that I was about to share with you, Jason and everybody with us is, tactics are the noise you hear before the war is lost. It is from the art of war. And, and what you have there is, you know, you, when you do marketing, it's very easy to get tactical because there's so many things. There's podcasts, there's email, there's voice, there's so many, there's ads.

[00:05:43] Saul Marquez: And so, the strategy boils down to just a few things. It's what is your,