Sell With Authority

This episode of Sell With Authority is all about demystifying that big, elusive buzzword we hear tossed around so often in marketing and sales — SEO.

Depending on your agency's focus, some of your clients and prospects might be total SEO aficionados, while others see it as a bit of a black box.

And if we're being honest — even those of us in the industry know that SEO can feel a little daunting at times.

That's why we invited Michael Ter Mors to join us. Michael is a partner at Conifr, an SEO consulting agency that's carved out a niche working with B2B SaaS companies, helping them fill their sales pipelines with the right-fit prospects. Conifr has this knack for making SEO not just accessible — but actually useful for driving growth.

We're tearing down the myths of traditional SEO — and Michael shares how to align your marketing efforts to fill your sales pipeline with right-fit prospects.

I'm saying "we" because I'm thrilled to have Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive, joining us as well. Hannah works hands-on with clients every day, helping them drive results and sell more of what they do.

Whether or not SEO is your agency's bread and butter, you will walk away with fresh ideas on how to frame what you do — and help your clients sell more of what they do.

• Why traditional SEO is dead
• How to shift from outdated SEO metrics like "rankings" and "traffic" to a value-driven approach
• Why it is crucial to understand your customer journey
• The importance of aligning on business-critical metrics and speak your right-fit client's language
• The role proper analytics and transparency play in building trust
• The integration of paid and SEO marketing strategies and why collaboration across channels is key

Resources:

• Website: https://www.conifr.com/about
• LinkedIn Personal: https://www.linkedin.com/in/michaeltermors/
• LinkedIn Business: https://www.linkedin.com/company/conifr-media/

I'm excited for today's episode of Sell With Authority because we have an incredible guest expert joining us — Jason Kramer.

If you haven't met Jason, he's the Founder and CEO of Cultivize, a consulting firm that helps businesses select, onboard, and implement a CRM — and then — put a lead nurturing and sales process in place so those tools deliver real ROI.

Jason breaks down critical areas that will help your agency improve sales performance — from eliminating pipeline leakage to creating a structured, repeatable sales process.

We cover the sales process end-to-end — focusing on how a properly implemented CRM can support every stage of the journey.

It's all about ensuring that every opportunity is nurtured with precision from first contact to closed deal.

If you take and apply the insights and wisdom Jason shares with you during this episode — you and your team will sell more of what you do.

• How effective CRM systems can diagnose "pipeline leakage" — and plug the leaks
• Strategies for tracking where new leads come from and the importance of meticulous follow-up
• How to nurture leads with excellence leveraging personalization
• Ways to use AI tools to enhance the personalization of your follow-up communications
• Tips on creating a structured, repeatable sales process to keep your sales pipeline flowing smoothly

Resources:

• Website: https://cultivize.com/
• Facebook Business: https://www.facebook.com/cultivize/
• LinkedIn Personal: https://www.linkedin.com/in/jasonleighkramer/
• Lead Nurturing Guide: www.afterthelead.com

I'm thrilled to have Dan Englander as our guest expert on this episode of Sell With Authority. Dan is the CEO and Founder of Sales Schema, a fractional new business team for marketing agencies. He's also the host of The Digital Agency Growth Podcast and the author of "Relationship Sales at Scale."

Dan's book perfectly captures one of the biggest challenges agency owners and their teams face when it comes to business development — how to open doors efficiently, build meaningful relationships, and fill your sales pipeline without getting bogged down by a slow, one-by-one approach.

How do you balance personalization with scale?

This is exactly where Dan shines.

"Building trust can be challenging, but the good news is that going in cold is no longer necessary. Your outreach does not have to summit a mountain but rather walk over a small hill — since the goal is not to build the trust needed to close a deal — but just enough to de-risk a conversation and create a relationship."

We dive into this core concept from his book — how balancing personalization and scale is not only possible, but essential.

• How outbound marketing can fine-tune your overall marketing efforts
• Dan's approach to effective testing with smaller B2B sample sizes
• Why agency owners should offload tasks to build an effective outreach system
• The ideal team setup for outbound marketing
• How simple, personalized touches can unlock significant opportunities

Resources:

• Website: https://www.salesschema.com/
• LinkedIn Business: https://www.linkedin.com/company/sales-schema/
• LinkedIn Personal: https://www.linkedin.com/in/danenglander/
• Facebook Business: https://www.facebook.com/salesschema
• Salesschema.com/SWA

I am super excited about today's episode of Sell With Authority because we have a returning guest expert sharing his smarts — and if you've met him before, you already know how much value he brings.

David Jenyns is the brains behind SYSTEMology, and a master at helping agencies implement operational systems that elevate their game.

If this is your first time meeting David — buckle up — because his mission is something I know will resonate with you: freeing agency owners from the trap of being the "go-to" person for every problem in the shop. Instead, he teaches us how to put well-oiled operations systems into place — systems that allow us to step back, breathe a little, and lead at a higher level.

What would it feel like if you weren't stuck managing the day-to-day chaos of operations? What if your time could be spent focusing on your most important priorities — the things only you can do?

And — how much more valuable would your agency be if it could run smoothly without you?

That's what David's Systemology is all about — giving owners like you and me the time, space, and focus to work on the business instead of being buried in it.

You'll have the time you need to dedicate yourself to biz dev — and lead the charge for the agency.

If you take and apply the insights and action steps David shares during this episode — you'll be well on your way to systematizing your agency so you can sell more of what you do.

In this episode of Sell with Authority, we tackle one of the biggest challenges agency owners face — the constant cycle of feast and famine in business development. If you've been in the game for a while, you know exactly what I mean.

One minute, you've landed several new clients, and everything's humming along. The team is busy, cash flow looks great, and the office energy is high. But then — it hits. A client moves on, another cuts back on their budget, and suddenly, you're scrambling to fill the gaps.

It's a rollercoaster — and one too many agencies never escape because they don't harness the power of automation to stabilize their biz dev efforts.

That's exactly why I'm thrilled to welcome today's guest expert, Clate Mask, Co-Founder of Keap. For those of you who might not know, Keap is an automation platform we've used here at Predictive for over a decade. So — when Clate reached out to explore a content partnership, it was a no-brainer. We're already big believers in the platform because it helps solve this exact problem.

Clate shares insights on how to integrate automation into your biz dev strategy — so you can start pulling yourself out of that feast and famine cycle.

If you take and apply the golden nuggets Clate shares in this episode, you'll find new ways to automate your agency's biz dev process. Break free from the feast and famine cycle once and for all — because when you automate, you'll consistently sell more of what you do.

• How personalized communication and automation can coexist to enhance right-fit client relationships
• The first step to starting automation for agencies
• Types of lead magnets that resonate with your target audience and drive lead-gen
• How lifecycle automation can prevent operational inefficiencies
• How to turn SOPs (standard operating procedures) into strategic automated processes that streamline business operations

Resources:

• Website: www.keap.com
• LinkedIn Personal: https://www.linkedin.com/in/clate-mask-b0b386128/
• LinkedIn Business: https://www.linkedin.com/company/keap-growing/
• Growth and Freedom Playbook

Before I tell you about today's expert on this episode of Sell With Authority, here's an update on our upcoming 2-day Intensive happening Wednesday and Thursday, November 6th and 7th.

We'd love for you to join us as our free guest if you haven't RSVP'd yet!

During these Zoom sessions, we'll break down Predictive's top strategies for helping agencies sell more of what they do. And when I say "break down" — I mean we'll pull back the curtain and give you full transparency so you can take the key insights and apply them directly to your agency.

What's our goal for the November Intensive?

Simple — to help you nurture leads with excellence, so you can sell more of what you do.

Here's the magic — this Intensive is a private, client-only event — no selling, no pitching — just rock-solid awesome value. You'll be right there with us, learning and collaborating alongside other agency owners.

If that sounds helpful, just shoot me an email with the word "ONWARD," and I'll send you all the details, calendar invites, and private Zoom links you'll need. My email is [email protected].

Now, more than ever, it's time to double down on nurturing your leads with excellence, so you can sell more of what you do. And that's exactly what we dive into today with Erik Jensen.

Erik is Chief Strategy Officer and my business partner here at Predictive. He spends his days working side by side with agency owners and their teams. His work often begins by peeling back the layers to deeply understand the core business issues and challenges that agencies are solving for their right-fit clients.

Here's the kicker — he explains why that work matters and how the strategies these agencies use deliver the results they're after.

If you apply the insights and action steps Erik shares, you and your team will not only nurture leads with excellence, but you'll remove friction from your sales process — and ultimately sell more of what you do.

• Why uncertainty kills sales
• How to give your right-fit prospects focus
• Ways to show up consistently and nurture your right-fit clients
• How to use our transformational triangle framework to make yourself an easy yes for right-fit clients
• How you can join us as our free guest at the upcoming November Intensive

• Get the WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients.
• Get the WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee.
• Get the HOW Framework™: Put a proven sales process into place and close 80% of your proposals.
• Get the How You Help Framework™: Use this framework to make yourself an easy YES! for clients.

• Website: www.predictiveroi.com
• Transformational Triangle: www.predictiveroi.com/triangle/
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Stephen's LinkedIn: www.linkedin.com/in/stephenwoessner/
• Order your free paperback or Kindle copy of our Book: Sell with Authority

Before I tell you about today's episode of Sell With Authority, I want to share a quick update on our upcoming 2-day Intensive happening Wednesday and Thursday, November 6th & 7th, on Zoom.

We'd love for you to join us as our free guest if you haven't already RSVP'd!

During these sessions, we slice apart Predictive's best strategies for helping agencies sell more of what they do. We break everything down — with full transparency so you can take and apply the key takeaways directly to your agency.

Our goal for the November Intensive?

To help you nurture leads with excellence — so you can sell more of what you do.

Back in July, we offered 30 guest seats, and they were reserved almost immediately.

This time, we've opened up 100 guest seats for November — they'll go just as fast.

Would you like to join us as our free guest on November 6th & 7th?

Here's the magic — the Intensive is a private, client-only event: no selling, no pitching — just pure value. You'll be one of us, learning and collaborating with other agency owners.

If that sounds helpful, just shoot me an email with the word "ONWARD," and I'll send you all the details, calendar invites, and private Zoom links you'll need. My email is [email protected].

Speaking of nurturing leads with excellence — it's only fitting that I invited today's guest expert, Hannah Roth, our Director of Strategy and resident Mad Scientist here at Predictive. Hannah works with agency owners and their teams daily to raise the bar on their nurture content, helping them sell more of what they do.

In addition to leading strategy, Hannah also heads up Right-Fit Clients University. If you've ever downloaded one of our eBooks, strategic frameworks, or seen results from one of our Predictive Lab experiments — Hannah was instrumental in designing and leading that process.

If you take and apply the insights and action steps Hannah shares today, you'll nurture leads with excellence, remove friction from your sales process — and yes — sell more of what you do.

• What it means to nurture relationships with right-fit prospects
• Why nurturing a prospect is a critical part of a strategic, relationship-focused sales process
• What an effective nurture process looks like
• How to close the gap between building a community and lead gen
• How you can join us as our free guest at the November Intensive

Download our Free Frameworks to Help You Sell More of What You Do:

Go here to download our WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients.

Go here to download our WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee.

Go here to download our HOW Framework™: Put a proven sales process into place and close 80% of your proposals.

Go here to download our How You Help Framework™: Use this framework to make yourself an easy YES! for clients.

Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Stephen's LinkedIn: www.linkedin.com/in/stephenwoessner/
• Order your free paperback or Kindle copy of our Book: Sell with Authority

This episode of Sell With Authority is packed with insights around a BIG topic — building a methodology that will not only earn — but keep your agency in that coveted strategic seat at your client's table.

But — building a methodology is just the first step. Once you have it, you've got to talk about it, and you've got to build a content strategy around it.

It's what we call the Content Blueprint — and we pull back the curtain on building a Content Blueprint with the help of today's guest expert, Lisa Evano.

Lisa is the President of Counterpart, and their mission is to help clients implement a sales enablement system that actually gets adopted by their salesforce.

Lisa is joining Hannah Roth and me to help us sift through these big topics — methodology, content blueprint, and selling outcomes instead of selling stuff — and how she is leading her team down this very path.

If you take and apply the golden nuggets Lisa shares in this episode, you'll be able to not only put your methodology on paper — but get crystal clear about how to talk about it to stay in that strategic seat at your client's table.

• How customer-centric processes can prevent inefficiency and fuel growth
• Key steps to preparing and implementing effective employee training from day one
• Why reinforcing core values can significantly improve employee satisfaction and retention
• Strategies for ensuring sales teams utilize the materials created by marketing to run like a well-oiled machine
• The 9 needs of adoption critical for successful sales enablement
• How value-based selling can create stronger relationships and boost your bottom line

Resources:

• Website: www.counterpartcd.com
• LinkedIn Business: https://www.linkedin.com/company/counterpart/
• Instagram: https://www.instagram.com/hellocounterpart/
• YouTube: https://www.youtube.com/channel/UCgr_j6UiaDsA8_dg5lQfGaQ
• Vimeo: https://vimeo.com/counterpartcd
• Behance: https://www.behance.net/hellocounterpart
• SlideShare: https://www.slideshare.net/counterpartCD

Additional Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group

For this episode of Sell With Authority, we have a special treat for you — we're taking a big twist.

We're celebrating a significant milestone — episode 500 of StrategyCast, hosted by the brilliant Lori Jones. Lori is a seasoned marketing executive with a proven track record in strategic communications.

Her expertise spans innovation, disruption, and visionary leadership — making her a standout in the agency space.

For this milestone episode, Lori graciously allowed me the honor of interviewing her — flipping the script and delivering golden nuggets of wisdom galore.

If you and your team are looking to maximize strategies and tactics that can help you close out 2024 strong — or to push past a plateau in your biz dev — don't miss this opportunity to learn from Lori.

• Why innovation, disruption, and vision are meaningful words for Lori
• Maximizing technology and strategy for right-fit clients
• Differentiating your agency from the sea of competitors
• Emerging trends in marketing and communications that we should be paying attention to
• Ways to adapt to recent innovations in marketing and strategy
• How to streamline the sales process by removing friction
• Examples of successful innovative marketing strategies

Resources:

• Podcast: https://strategycast.com/
• Website: https://avocetcommunications.com/
• LinkedIn Business: https://www.linkedin.com/company/avocet-communications/
• LinkedIn Personal: https://www.linkedin.com/in/lorisutoriusjones/
• Facebook Business: https://www.facebook.com/AvocetCommunications/
• Twitter Business: https://twitter.com/AvocetComm
• Twitter Personal: https://www.linkedin.com/in/lorisutoriusjones/

Additional Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group

Welcome to the Sell with Authority Podcast – I'm Stephen Woessner, CEO of Predictive ROI. If we happen to be meeting for the first time — Predictive ROI helps agency owners and their teams sell more of what they do…typically for a higher fee.

We do that by helping our clients build an authority position in the niche they've decided to serve — and then — monetize that position by creating a steady stream of right-fit prospects flowing into their sales pipeline.

If learning proven strategies, tactics, and best practices to help you sell more of what you do aligns with where you want to take your agency — you're in the right place.

Today's episode is going to be a solocast. If you've been listening to the show for a while now – you know that about every 4-6 weeks, I record an episode where it's just you and me — so we can explore a topic with some real depth.

But you may have noticed that within the last couple of months — I've recorded more solocasts than my normal cadence. I've done that for a couple of reasons.

First — there have been a lot of biz dev situations, questions, etc., that we've helped agency owners in our community work through — and some are helpful examples that turn into specific teachable moments to share.

Second — my Predictive team and I have been running at a breakneck pace with new experiments that we're putting through our Lab and then sharing the results during our Intensives. If you joined us for our July Intensive — you saw the results of an experiment that included 121,000 repetitions in the data set. Wowza.

We're kicking off a brand new experiment in the Lab tomorrow that will include at least 50,000 repetitions, and we'll share the data set in full transparency during our next Intensive on November 6th & 7th.

And Praise God — we've had the blessing of onboarding some new clients into the fold here at Predictive.

All of that is to say — my schedule for interviewing guests has been challenging. But thankfully — that is changing. In fact — during our quarterly leadership team meeting — my fellow leaders…Erik, Megan, and Hannah — said, "Okay, Stephen — what needs to come off your plate so you can stay in the biz dev lane."

Staying in my lane will give me the time and space I need to interview the long list of guests that I have been wanting to invite to the podcast…so stay tuned.

But for today — I'm going to start us off by looping back to the new experiment and the 50,000 repetitions that I mentioned a minute ago.

For years — we've taught a nurture and lead gen cadence that we've called "The 6:1 Ratio." It was published back in my second book and focused primarily on social media and how many personal or professional posts ought to be made — 6 — to every 1 "ask" post to create the optimal opportunity for conversion.

One of our core values here at Predictive is "Life is not static," and we're always testing, adjusting, testing, adjusting, and testing some more.

So on Thursday — we're launching a brand new, 4-part nurture email campaign and sharing it with all 50,000 agency owners and their teams inside our community. If you're on our email list — you'll receive a new email every Thursday for the next four weeks.

We're doing this for three reasons:

One — 50,000 repetitions for the November Intensive — the full data set.

Two — nurture matters — it removes friction from the sales process.

Three — to break down and illustrate our "4-part Nurture Methodology."

• How to use the Transformational Triangle to create the foundation of your content strategy (Episode 124, "No Friction Lead Generation," breaks down the Triangle in specific detail)
• How to write effective emails to give your audience the impression that you have an inexhaustible stream of helpful content (Episode 116, "Email Writing Workshop," breaks down our email writing framework and process in specific detail)
• How to design and build your own strategic frameworks. Hannah Roth, our mad scientist and strategist here at Predictive, just authored a new ebook coming on strategic framework design. If you're part of our community — you'll receive a copy in your Inbox in mid-to late-September.
• And lastly — why creating a series of Transitional Moments that all work in unison will help nurture your prospects and move them up and down the sales funnel without them ever being made to feel like they're one of your prospects. You can go here for a specific video training on Transitional Moments.

Go here to download our WHO Framework™: Replace your dry sales pipeline with a steady stream of right-fit clients.

Go here to download our WHAT Framework™: Design your irresistible offer and sell it for a premium-priced fee.

Go here to download our HOW Framework™: Put a proven sales process into place and close 80% of your proposals.

Go here to download our How You Help Framework™: Use this framework to make yourself an easy YES! for clients.

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Stephen's LinkedIn: www.linkedin.com/in/stephenwoessner/
• Order your free paperback or Kindle copy of our Book: Sell with Authority