This week on the Kee To Growth Podcast, host Jen McKee welcomes Sarah Ghirardo—a dynamic force in home services marketing, content, and community-building—to unpack the evolving landscape of trades marketing, automation, and sustainable growth. Sarah's journey from Director of Marketing at a multimillion-dollar HVAC business to Director of Product Content at ServiceTitan, and co-host of the Trademark Podcast, is infused with honest stories, hard-won wisdom, and a deep love for lifting others up. Together, Jen and Sarah get candid about navigating big company pivots, "media chaos," compliance, and the power of showing up—consistently, vulnerably, and with a learner's mindset.

 

The episode offers a behind-the-scenes look at creating marketing tools that make life easier for overburdened trades professionals and business owners. Sarah pulls back the curtain on how ServiceTitan Marketing Pro is evolving, the must-haves for leveraging SMS and email (without a lawyer nightmare), and why the best marketers listen, test, and embrace that "fail forward fast" mentality with AI and automation. She also shares how Trademark Podcast became a scalable outlet for trade professionals' stories and why celebrating wins—and mistakes—publicly is fuel for authentic entrepreneurial growth.

 

Sarah and Jen dive into tactical territory, but always bring it back to the human element. They explore why scaling isn't just about doing more, but about asking better questions, letting go of $10 tasks, and being clear about your vision for "what's next." You'll hear why business development in the trades is less about flashy trends, more about nurturing client relationships across multiple channels, and why success depends on consistent, values-driven action—not chasing every shiny object.

 

Rounding out the conversation, Sarah shares practical campaigns you should have running this summer, how to use ServiceTitan Marketing Pro's latest features, and what she's seeing in trades business masterminds and community groups. If you're feeling overwhelmed, burnt out, or unsure about your next marketing pivot, Jen and Sarah offer grounding advice: be consistent, ask more questions, and remember—growth is messy, human, and always an inside job.

 

Timestamps

 

0:00 – Jen introduces Sarah Ghirardo and the mission of the Kee To Growth Podcast  

2:12 – Sarah's journey: from marketing in the trades to ServiceTitan and podcasting  

4:35 – How AI and automation are reshaping marketing roles in the trades  

7:05 – The compliance reality check: SMS, email, and lawyer-worthy marketing mistakes  

10:10 – Most interesting lessons from the Trademark Podcast and why vulnerability matters  

12:05 – What does "not scaling too early" mean for trades marketing?  

14:34 – The evolution of ServiceTitan Marketing Pro: campaigns, compliance, and new features  

18:28 – The power (and pitfalls) of integrating marketing platforms and staying close to your data  

19:51 – Summer marketing strategy: segmenting audiences, running campaigns, and nurturing relationships  

22:11 – Diversifying your channels, pivoting quickly, and how to avoid shiny object syndrome  

25:43 – Sarah's "Key to Growth" and closing thoughts on consistency, curiosity, and community

 

Meet Your Host: Jen McKee 

Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! 

Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

 

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The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

 

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/