The Deep Specialization Podcast

"You have to think about the exit from day one.” – Ronik Patel,  Founder of UnlimitedWP.

If you’ve ever dreamt of selling your agency, look no further than this episode. Excitingly, we have another two-time guest on, as Corey welcomes back Ronik Patel to discuss his recent success in getting his company, UnlimitedWP acquired by E2M. And, if the latter sounds familiar, it’s because its founder, Manish Dudharejia, is also a recent guest and friend of the podcast!

Ronik joins the show to share his exit experience, how that came to be, and all the lessons along the way. It truly is fascinating to witness the journey of a competitor becoming the acquirer, and what decisions led to the exit - or partial merger, to be exact.

While this episode is a gold mine of M&A advice, If we had to summarize a single takeaway, it would be that exits are made from day one. You have to plan for it from the get-go to ensure that your agency can run (and be acquired) without the day-to-day involvement of the founder.

Beyond the acquisition, we also discuss his future plans and what Ronik is building next for agencies. Tune in for the full story.

Here’s what we cover in this episode:

- How to prime your agency for an acquisition.

- Best practices for a successful exit.

- Acquisition experience and learnings.

- What’s next for Ronik and what he’s building in the agency space.

Here are some actionable key takeaways for agency founders:

- If you’re looking for an exit, seek out buyers immediately.

- Trust and transparency are paramount in the acquisition process.

- Make a list of potential buyers early on and build relationships before you need them.

- Aligning on values is the cornerstone of a successful acquisition.

The resources mentioned in this episode are:

- Connect with Ronik on LinkedIn Here
- Check out UnlimitedWP Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The commitment to specialization gives clarity and perspective, leading to higher conversion rates and client trust." – Vlad Mkrtumyan, CEO of Restoration Inbound

Today’s guest may have started as a general agency founder, but since niching down and taking a vertical approach, his team has helped one of their client’s achieve an increase of over $1M in new revenue. Meet Vlad Mkrtumyan, CEO of Restoration Inbound, a top-tier lead generation and SEO agency exclusively designed for mold remediation companies seeking growth and success.

With a deep understanding of their industry’s unique challenges and opportunities, their team harnesses the power of digital marketing to connect restoration businesses with potential clients.

So, how do you go from generalist to specialist?

If you’re in the process of finding your niche and don’t know what steps to take next, this episode will give you the steps you need.

Vlad emphasizes the importance of attending conferences, enjoying the learning process, and the role of software in their agency. He also highlights the balance of not immediately "boxing yourself in" but doing so over time, with examples of what that means.

Tune in for expert insights on how to find your niche and become the specialist you know you can be.

Here’s what we cover in this episode:

- Vlad’s growth journey from starting as a general agency to niching down to restoration marketing.

- How becoming a specialist in a specific niche enables you to build deeper relationships with clients and give them better results.

- The major benefits of leveraging referrals, networking, and building a board of advisors.

- AI in marketing: How agencies can leverage it to help their clients implement AI tools.

Here are some actionable key takeaways for agency founders:

- Networking and building a board of advisors are crucial for success in a niche market.

- Focusing on high-margin industries can lead to greater profitability.

- Attending conferences gives insight into the industry, but it’s shadowing the potential niche that can really bring it more to life and help you to see first-hand if it’s right for you.

- Enjoying the learning process and becoming a master in the niche is a sign that the specialization is the right fit.

- If you’re still trying to figure out your niche, keep testing and trying! You’ll find it.

The resources mentioned in this episode are:

- Connect with Vlad on LinkedIn here
- Check out Restoration Inbound here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"The audiences of niche podcasts are so much more engaged than some of these really big shows.” – Angie Trueblood, Founder of The Podwize Group

Our guest’s founding moment might have originated by chance, but what followed was pure talent, and certainly, a knack for sales and pitching. Meet Angie Trueblood, Founder of The Podwize Group, a company that connects business owners and podcast hosts with other hosts who serve an aligned audience in their vertical.

What started as a discovery of a niche within the podcasting space has now evolved into a sprawling business of consulting and training other agencies on the art of pitching in the B2B space.

If you’ve ever been curious about starring as a guest on a podcast in your vertical, this episode is a must-listen.

And while Angie stresses that, spoiler alert, there’s no such thing as a template for a perfect pitch, she will share her approach on connecting with the host to get the outcome you’re looking for.

Tune into learn about what a great guest is made of, how to craft a high-performing pitch, and all the work and processes you need to follow to secure lucrative guest slots on vertical podcasts.

Here’s what we cover in this episode:

- Angie's progression from freelancing in 2017 to building a successful podcast guesting agency.

- How joining podcasts as a guest speaker can boost business visibility and sales.

- What it takes to get placed as a podcast and deliver a great episode.

- How to convert podcast appearances into revenue opportunities.

Here are some actionable key takeaways for agency founders:

- Guesting on shows in your vertical can help you test the waters in a new niche.

- A great podcast guest makes the listeners feel like they’re part of the conversation. 

- Sometimes, you need to get creative to make a compelling pitch, and lean on personality and creative topics to secure a podcast slot.

- Pick three verticals to pitch yourself as a podcast guest to test waters.

The resources mentioned in this episode are:

- Connect with Angie on LinkedIn Here
- Check out The Podwize Group Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

"We get new clients by showcasing the wins that we do have and the return on investment that brands are getting.” – David Glaza, Founder/CEO of DIGITS Agency

Retail media is a $54B a year industry, so as a niche, it’s extremely lucrative. Today’s guest saw an opportunity after fourteen years working at Target, and never looked back.

This week, we welcome David Glaza to the show. He is the founder and CEO of DIGITS Agency, an independent retail media agency that, like Target, is based in Minneapolis.

Today, the eight year old agency has some fifteen employees, focusing solely on helping brands effectively market their products to Target shoppers.

David discusses the sprawling journey from a one person operation to an actual agency with employees, how they’re attracting new clients through laser-sharp specialization, and resisting the urge to be everything for everyone.

Corey and David also touch topics like hiring, leadership, and how challenges change as you grow in size and revenue.

Here’s what we cover in this episode:

- Going from a Target careerist to an entrepreneur.

- Digits’ key areas of specialization, how they attract new business, and best-performing marketing channels.

- How Covid propelled digital retail marketing.

- Leadership lessons as an agency founder.

Here are some actionable key takeaways for agency founders:

- Looking to venture out on your own? Build a list of people already in your network you could potentially sell or talk to.

- Showing ROI through existing client work is paramount in new business acquisition.

- Think about areas that might not be the largest revenue drivers today but might have explosive growth potential later on.

- The best candidates to hire are the ones that are already in your circle.

The resources mentioned in this episode are:

- Connect with David on LinkedIn Here
- Check out Digits Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Seventeen of Anyone, Not Everyone encourages agency owners to embark on their journey towards vertical market specialization, emphasizing that existing clients are likely to remain supportive during this transition.

It clarifies that specializing in a vertical market is not a magical solution but a strategic step that requires solid business fundamentals and can serve as a foundation for future expansion or diversification. The chapter motivates agency owners to start the specialization process, addressing concerns like imposter syndrome and underscoring the continuous learning and adaptation required for success in a chosen vertical.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

"One of the things that we do best across all of our product categories is talk to niche audiences.” – Josslynne Welch, President at Litzky Public Relations

Public relations is a fast-moving industry, yet today’s guest has successfully stayed ahead of the news cycle for close to three decades. Meet Josslynne Welch; Today, she sits at the helm of the communications agency Litzky Public Relations, a company she joined some 26 years ago.

The agency specializes in toy companies, publishing, and entertainment, and runs with a small 15-person team that comprises account, strategy, and creative services. And, according to Josslynne, it’s their nimbleness that allows LPR to execute fast to connect the dots between culture, trends, and their clients.

In essence, what sets LPR apart is their deep specialization in their industry, how they show up through initiatives like The Love Litzky Grant, and their policy of running a tight ship. They only work with the right fit, both vertically, and personality-wise.

Together, Corey and Josslynne cover topics like culture building and retention, keeping your teams motivated, hiring for specialty versus skills, the importance of peer perspectives in agency leadership, and more.

Here’s what we cover in this episode:

- Josslynne’s three decades running a PR agency.

- Verticalization and expansion of your existing niche.

- PR best practices from strategy to tactics.

- Leadership lessons from culture to team retention and giving back.

Here are some actionable key takeaways for agency founders:

- A niche focus doesn't mean dull; Seek variety within your area of specialization.

- Be opportunistic about trends in your niche to shape the news.

- Leadership can be lonely, make sure to tap into peer networks to connect with fellow agency leaders.

- You can’t fake caring. Show up for your industry in tangible ways.

The resources mentioned in this episode are:

- Connect with Josslynne on LinkedIn Here
- Check out Litzky PR Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Sixteen of Anyone, Not Everyone outlines the importance of the agency founder in leading the transition to vertical market specialization, emphasizing that early successes can be achieved with the existing team. It advises agency owners to deeply understand their chosen vertical market, embodying the values and knowledge that will inspire and guide the team.

The chapter also details functional skills required for each strategy phase, suggesting the use of internal resources first and contracting as a secondary option, with an 18-24 month expectation to build vertical market expertise. Hiring a vertical-specific salesperson is recommended for accelerating sales and achieving better results in the long term.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales.

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy.

While we’ve had troves of agency founders on this show, today’s guest brings a unique spin to the typical genesis story. Peter Kang, Co-Founder of Barrel Holdings, started out running a website agency some 20 years ago. 

Today, the business has evolved into a sprawling portfolio of agencies, all homegrown under a single holding company umbrella.

How did all this come to be?

Looking back, Peter’s path to a holding company co-founder might make complete sense, yet he got there by chance. 

Peter and his partner were at a crossroads, looking to sunset clients that did not fit their core ICP of Shopify clients, but there was a bump in the road; these were all revenue-generating clients. Luckily, one of their existing employees volunteered to spin these accounts out into a shop of its own, and run it, and so, Barrel Holdings was born.

Tune into the episode as Peter sits down with Corey to recount the story from early days as an agency founder to capitalizing on Shopify and Webflow momentum, all the way to spinning out a thriving holding company, and the leadership lessons Peter has picked up along the way.

"All our holding company agencies are homegrown.” – Peter Kang, Co-Founder of Barrel Holdings

Here’s what we cover in this episode:

- Peter’s journey from an agency founder to holding company builder.

- The role of partners like Shopify and Webflow in scaling an agency business.

- The holding company origin story, and what Peter’s holding company offers today.

- What he’s learned in 20+ years in the digital agency business.

Here are some actionable key takeaways for agency founders:

- Lean into fast growing partners in the ecosystem to drive lead flow.

- Having too diverse of a client pool can be a resource-suck, consider spinning independent divisions to reduce friction.

- Improve margins by developing reusable components to the products you’re selling.

- Make sure incentives are aligned with those who are going to be leading your business for overall success.

The resources mentioned in this episode are:

- Connect with Peter on LinkedIn Here
- Check out Barrel Holdings Here

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.

Chapter Fifteen of Anyone, Not Everyone discusses the significance of being on the "day one list" of vendors that buyers consider without prior research, achieved mainly through colleague recommendations, past experiences, and vendor websites. It emphasizes the importance of building a strong reputation within a vertical market community, akin to integrating into a village, through deliberate relationship-building with influential brands (tastemakers) and mavens.

The chapter outlines strategies for engaging with tastemakers and mavens, participating in vertical associations, attending and hosting events, and being present at vertical-specific "watering holes" to foster trust and become the recommended go-to agency.

Reminder that this is a chapter in Corey Quinn’s book, Anyone, Not Everyone. Over the next few weeks, we'll be releasing a few chapters at a time so that you can escape founder-led sales. 

If you want to read or listen to the entire book today, then visit www.AnyoneNotEveryone.com and pick up a copy. 

"If I would have called my services Fractional CMO 10 years ago, people would have thought I was crazy. Now, the market's ready for it.” – John Jantsch, Founder of Duct Tape Marketing.

In recent years, we’ve witnessed the resurgence of fractional CMOs - Why now?

With the pandemic, many companies were caught red-handed for their lack of marketing strategy - coupled with financial strains, economic headwinds, and smaller budgets, the environment brought about opportunity for fractional CMO services to thrive. 

That is the very same opportunity today’s guest, John Jantsch, seized with this company, Duct Tape Marketing. It operationalizes fractional CMO services by providing a repeatable and proven framework they license out.

The proof is in the pudding: John’s marketing methodology has helped numerous companies grow from a few million to double digits. He joins the show to dive deep into the fractional CMO world and how to succeed both in the role and if you’re planning on hiring one.

Corey and John cover topics like balancing scale with processes, how to avoid the dreaded scope creep, what to look for in a fractional CMO, and how much you should be prepared to shell out for the role.

Here’s what we cover in this episode:

Here are some actionable key takeaways for agency founders:

The resources mentioned in this episode are:

👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔

😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.