“Eventually, we stopped the shenanigans and got vertical." – Rob Murray, Founder and President of Intrigue Media

Some founding stories are more eccentric, and entertaining, than others, and today’s guest certainly has a tale to tell. While these days, the digital marketing agency Intrigue Media does over $5 million in annual revenue serving 110 clients and counting, its founder, Rob Murray started his business selling local out-of-home advertising all the way back in college.

While Rob started out as a local generalist, he ultimately, after some hits and glorious misses, narrowed his focus to select niches like HVAC and landscaping.

Rob joins Corey to not just share Intrigue Media’s journey, but also to dish out a hot take (or five!), served with a side of refreshing honesty.

For one, Rob doesn’t think that different niches are truly that different to serve; you just have to deeply understand business basics like revenue models and problem-solving. Pair that with honest service and the ethos of trying to do good, and you’re golden.

So tune in for a wealth of knowledge and actionable advice on topics like growth and retention, what not to do with sales, and moreover, the leadership principles that Rob lives by.

Here’s what we cover in this episode:

• Rob’s crazy founding story from DOOH to verticalization.
• How showing up in the community and doing thought leadership sparked initial growth.
• Rob’s approach to marketing, sales, and business leadership.
• The challenges of hiring sales and how to incentivize them.

Here are some actionable key takeaways for agency founders:

• You have two ways to position your offering: vertical versus horizontal.
• If you have the resources, you can grow quickly in the beginning by creating a sensation that your agency is everywhere. Think: parties, events, community, and lots of speaking.
• Don’t send sales into the market before you’re sure they get your business and you trust them to represent it.
• Try to uncover unconscious beliefs you hold about your business to break harmful patterns; journaling is great for this.

The resources mentioned in this episode are:

• Connect with Rob on LinkedIn Here
• Check out Intrigue Media Here

Books mentioned in this episode are:

• Verne Harnish, Scaling Up
• John C. Maxwell, 21 Irrefutable Laws of Leadership
• Simon Sinek, Leaders Eat Last and Start With Why
• Dr. Eric Byrne (Related to Transactional Analysis, no specific book mentioned)
• Seth Godin (Specific book not mentioned)

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😡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 Twelve of Anyone, Not Everyone outlines the necessity of creating specific sales and marketing materials to appeal to a chosen vertical market, stressing that most of a client's buying decision is made before the first contact.

It recommends crafting a dedicated vertical webpage, compiling impactful client success stories and testimonials, and gathering vertical-specific social proof to demonstrate expertise and build trust with potential clients.

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.

“The first six, seven years were a lot of lessons. I made a lot of mistakes. I did not know how to lead people. I didn't know what kind of people should be hired." – Manish Dudharejia, Founder and President E2M Solutions

This week’s guest, Manish Duharejia, is a true agency aficionado with over a decade at the helm of his marketing company, E2M Solutions. Founded in 2012, E2M Solutions is an integrated white label digital agency that helps other agencies expand their capacity through white label services.

Today, Manish runs a 200-person operation with offices in California and India. From his beginnings in SEO to becoming a company founder, Manish joins the show to detail his journey in building a thriving global company.

What is refreshing about Manish is his candor around the lessons he’s learned, including challenges and even failures. For instance, he had to scale his team back from 120 to 40 to build out sustainable processes first, so he could ultimately get the company back on track.

While Manish initially built momentum by partnering with agency coaches and sponsoring events, what truly accelerated growth was switching from project-based fees to unlimited services with fixed costs.

What else did the trick?

Listen to the episode to uncover valuable learnings on niching down, running an offshore team, hiring order, as well as leadership hits and misses, and key milestones for E2M Solutions.

Here’s what we cover in this episode:

• How agencies can scale with white label services.
• Hard lessons and company growing pains.
• The benefits (and process) of niching down.
• Why Manish built his business leveraging both US and Indian talent.

Here are some actionable key takeaways for agency founders:

• The challenges you face at different stages of growth are unique; always stay one step ahead and plan for the next threshold.
• Problem-solving mindset calls for positivity and transparency.
• Niching down means saying no for a reason. Don’t fear it.
• It is better to be a specialist in a vertical market because you become an expert in helping clients solve problems.

The resources mentioned in this episode are:

- Connect with Manish on LinkedIn Here
- Check out E2M Solutions 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.