Jason talks to Kelly Waltrich, CEO of intentionally, a well-known marketing firm within the advisor and fintech space that helps companies market themselves effectively and get results.
Episode Highlights
- 01:16: Most people didn't get into a business to market it, they got into a business to do the thing that they wanted to build.
- 05:09: Kelley is extremely particular about the firms that they work with. They conduct a pretty in-depth review of the companies before they agree to market them because they have to have a couple of things right.
- 05:46: It's sort of blows Kelly's mind how little founders and leaders are sort of inspecting the world around them and understanding what they are up against.
- 07:21: Kelly talks about a major red flag when people don't know the competitive landscape.
- 08:51: Kelly shares how they try for the most part, to just make sure that the brand is solid and what the messaging is going to be.
- 10:29: As per Kelley it is important to clearly define goals and she is a stickler about the goal-defining process.
- 11:54: Most ironically, in industry, it's always about helping people reach their goals.
- 15:23: Just because you hung a shingle doesn't mean people are going to walk in and just hand you money.
- 19:09: Kelly shares how they track revenue through growth of all of their clients.
- 25:47: Your brand is being distributed. More people are seeing it. It's so worth it, and Kelley tells everybody the same story.
- 28:58: Kelley is on a crusade to help firms realize the value of modern marketing that it should have a seat at the table, that it should be driving strategy, and then it should be a driver of company revenue.
3 Key Points
- Kelly shares how she was really compelled to create a company in that everyone in it had a strong industry context, understood the competitive landscape, understood the inner workings of each of the firms, and understood how everything needed to be connected.
- Kelly explains what content map is and how they use it.
- Kelly explains how they spend a lot of time building content strategies and content plans that fuel the overall demand generation plans.
Tweetable Quotes
- "When everybody was reevaluating what they were doing with their lives. I wanted to build a firm that could turn that around for this industry and help firms deploy modern marketing to generate revenue, turn their marketing efforts into revenue generating activities." - Kelly Waltrich
- "I am building this technology. It is so awesome. It's going to change the way advisors work." - Kelly Waltrich
- "We make sure that we have a story that we can work with because, at the end of the day, we can't create campaigns, we can't drive opportunities." - Kelly Waltrich
- "Once you have given us your granular, thoughtful, realistic goals, we get after it, and we put a plan together, and we say this is, this is what it's going to take, this is what it's going to take from your time." - Kelly Waltrich
Resources Mentioned
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