The Rising Tide

This week, Jud talks with Nick Ilev, founder of Proper Expression, to discuss the future of B2B marketing and driving meaningful business growth. Nick shares how his agency goes beyond traditional marketing approaches by focusing on the entire buyer’s journey and measuring success through bottom-line ROI. He introduces the Audience Messaging Offer (AMO) framework, emphasizing the importance of understanding audience pain points and delivering relevant, value-driven content. Jud and Nick also discuss modern marketing essentials, including the power of authenticity, the evolving role of AI, and the enduring impact of video content.  In this episode: (00:00) - Intro (01:11) - Nick's Background and vision for Proper Expression (02:43) - Challenges and solutions in marketing (07:00) - Effective marketing strategies for 2024 (16:58) - The importance of authenticity and personalization (29:09) - Building a successful marketing team Key Takeaways  Focus on Bottom-Line ROI in Marketing: Nick emphasizes the importance of measuring marketing success by its impact on revenue, not just top-of-funnel metrics like leads and traffic. A holistic approach that addresses the entire buyer’s journey ensures meaningful results for clients. Understand Your Audience Deeply: Effective marketing begins with a thorough understanding of your audience’s pain points and needs. Building messaging and offers around these insights ensures relevancy, which is more critical than ever in today’s saturated market. Adopt a Framework for Success: Nick shares the Audience Messaging Offer (AMO) framework. This framework helps businesses align their strategies by matching the right message, offer, and distribution channel to specific audience segments. Embrace Authenticity in Digital Engagement: Authenticity and value are essential in building trust and engaging audiences effectively. Avoid robotic personalization and focus instead on genuine, relatable, and valuable content to foster meaningful connections. Prepare for a Future with AI and Video Content: AI is leveling the playing field in content creation, but differentiation will remain key. Video content, particularly featuring real people, is essential for building trust and scaling engagement in B2B and financial services industries. Links  Hubspot: https://www.hubspot.com  Google Tag Manager: https://tagmanager.google.com Google Search Console: https://search.google.com/search-console Connect with Nick https://www.linkedin.com/in/nikolailev https://www.properexpression.com Connect with Jud https://turncast.com  https://www.linkedin.com/in/judmackrill  Subscribe and stay in touch Website: https://risingtidepod.com  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-rising-tide/id1776713161  Spotify: https://open.spotify.com/show/0OVgci9xeCj991Q0gkFptF  YouTube: https://youtube.com/@turncast  Produce game-changing content with Turncast Turncast helps your company grow by producing top-quality content and fostering transformative conversations. We specialize in content generation, podcasting, digital strategy, and audience growth for fintech and financial services companies. Learn more at Turncast.com.

This week, Jud talks with Reade Milner, founder of Rogue Pine, about the power of authentic content and email marketing in driving business growth. Reade shares how his agency helps clients build impactful newsletters and marketing strategies by tapping into their unique stories and expertise. They explore the importance of consistency, the value of email lists over social media, and the benefits of a streamlined content creation process through anchor sessions. Reade emphasizes creating content that reflects personality and authenticity while being engaging and fun for the audience. With practical tips on growing newsletters and leveraging tools like Beehive and referral engines, Reade explains how businesses can sustain growth and build genuine connections. In this episode: (00:00) - Intro (00:44) - Meet Reade Milner (03:22) - Working with family: Challenges and rewards (05:16) - Scaling content creation for clients (09:53) - The importance of consistency in marketing (14:28) - Tools and platforms for effective newsletters (16:53) - Creating engaging and fun content (19:58) - Capturing unique client stories (23:26) - Team structure and operations (25:53) - Growing your newsletter audience (30:56) - Connect with Reade Key Takeaways  Consistency is Key in Marketing Success: Consistently delivering high-quality, engaging content is essential for building trust and generating long-term ROI. Reade emphasizes that regular efforts, like newsletters and email campaigns, create reliable connections and lead to sustainable business growth. Content Should Reflect Authentic Personality and Expertise: The most effective content comes directly from the client’s experiences and beliefs. By developing a rapport with clients and capturing their authentic voice, Reade’s team ensures the content resonates with the audience and builds genuine relationships. Anchor Sessions Streamline Content Creation: Monthly or quarterly anchor sessions with clients are central to Rogue Pine’s strategy. These sessions allow for deep dives into storytelling, which can then be repurposed across various formats like newsletters, videos, and social media posts. Email Lists are a Business’s Most Valuable Asset: Building and nurturing an email list offers unmatched value compared to other platforms. Email marketing provides a direct line to the audience without the ever-changing restrictions of social media algorithms, making it an invaluable tool for fostering brand loyalty and driving results. Make Content Interesting and Fun: Bland, overly formal content won’t engage audiences. By incorporating relatable and enjoyable topics, such as personal stories or community highlights, businesses can spark meaningful interactions and encourage readers to keep coming back for more. Links  Beehiiv: https://www.beehiiv.com  Mailchimp: https://mailchimp.com  HubSpot: https://www.hubspot.com  ConvertKit: https://convertkit.com  Connect with Reade https://www.linkedin.com/in/reademilner https://www.roguepine.co https://www.growrogue.co https://www.webuildnewsletters.com  Connect with Jud https://turncast.com  https://www.linkedin.com/in/judmackrill  Subscribe and stay in touch Website: https://risingtidepod.com  Apple Podcasts: https://podcasts.apple.com/us/podcast/the-rising-tide/id1776713161  Spotify: https://open.spotify.com/show/0OVgci9xeCj991Q0gkFptF  YouTube: https://youtube.com/@turncast Produce game-changing content with Turncast Turncast helps your company grow by producing top-quality content and fostering transformative conversations. We specialize in content generation, podcasting, digital strategy, and audience growth for fintech and financial services companies. Learn more at Turncast.com.

This week, Jud talks with John Wernz, a marketing expert and private equity advisor. John shares actionable insights on how firms can drive sustainable growth through targeted lead generation and effective client conversion strategies. Drawing from his extensive experience with wealth management firms and fintech companies, John discusses the importance of omnichannel marketing and breaking down marketing maturity into stages: foundational marketing, inbound efforts, and growth channels. He emphasizes the value of quality over quantity in lead generation, explaining why a high-quality, well-targeted lead pipeline can boost conversion rates and streamline the client onboarding process. John also highlights the need for firms to experiment continually with new marketing channels to stay competitive in a rapidly evolving industry.  In this episode: (00:00) - Intro (01:19) - John's professional journey (03:10) - Current trends in wealth management (04:04) - Effective marketing strategies (07:24) - The three buckets of marketing maturity (12:27) - Challenges in lead conversion (15:24) - Dataline and Testimonial IQ (20:51) - The role of compliance in marketing (27:48) - Investor insights and growth strategies (34:38) - Connecting with John Get full show notes and links at https://risingtidepod.com. Watch the episode on YouTube: https://youtube.com/@turncast.

This week, Jud sits down with Ali McCarthy to explore the transformative power of purpose-driven leadership in financial services. Ali shares her journey of launching Amplify Your Voice, a fractional CMO service for the financial and fintech sectors, and discusses the importance of nurturing talent and authenticity within teams. They dive into the challenges of scaling without losing sight of personal well-being and core values, reflecting on the lessons COVID-19 offered about prioritizing what truly matters. From the significance of outcome-based storytelling to the evolving dynamics of client relationships, Ali emphasizes the need for adaptability, resilience, and genuine connection in today’s business landscape. Whether you’re a seasoned professional or just starting, this episode offers valuable insights into achieving growth that’s impactful, sustainable, and aligned with your purpose. In this episode: (00:00) - Intro (00:36) - Allie's current ventures (02:37) - Industry trends and leadership (10:56) - Navigating post-COVID business growth (11:41) - Effective marketing strategies (20:27) - Building the center for outcomes (33:10) - Advice for newcomers in financial services (38:22) - Where to learn more about Ali and her work Get full show notes and links at https://risingtidepod.com. Watch the episode on YouTube: https://youtube.com/@turncast.

This week, Jud talks with LifeYield’s Jack Sharry (Chief Growth Officer), and Matt Nollman (VP of Marketing) about how their innovative software is revolutionizing the asset management industry. Jack and Matt discuss LifeYield’s unique approach to optimizing tax strategies and financial outcomes, improving household-level portfolios by up to 45 percent in estate planning. They share insights on how they’ve created a new financial category, the importance of thought leadership, and the challenges of breaking into a complex, highly regulated industry. From building a digital presence to the evolution of wealth management, Jack and Matt share timeless insights into financial innovation and the power of digital transformation. In this episode: (00:00) - Intro (01:23) - LifeYield's origin and unique approach (04:47) - Marketing strategies and challenges (09:38) - Creating a new category (11:08) - Unified Managed Household (UMH) (19:16) - Building a community through content (27:28) - The role of storytelling in wealthtech (29:30) - Challenges in enterprise sales (31:54) - The power of client testimonials (39:19) - Advice for new wealthtech companies (39:51) - The importance of listening (42:57) - How podcasting has changed LifeYield’s marketing strategy Get full show notes and links at https://risingtidepod.com. Watch the episode on YouTube: https://youtube.com/@turncast.