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PROFITABLE CONNECTIONS
August 2024
At Rise25, one of our core values is to always be learning. Perhaps no form of media better encapsulates that value than books, whether in print or audiobook format. With Book Lovers Day falling on August 9th, this is the perfect opportunity to discuss why books are great for expanding both your knowledge and your podcasts. The Author Pipeline If there is any question I recommend our clients ask their podcast guests, it’s this: What are your favorite books or resources? It sounds simple, but that question often yields incredible results. For example, one of the books a guest recommended to me was written by a former guest of my podcast. When someone recommends a book I haven’t yet encountered, I make sure to listen to it on Audible. I also reach out to the book's author and let them know it was mentioned on the podcast. After they get back to me, I invite them to come on the show themselves. Meeting authors has several benefits. For one, they can introduce you to great resources, books, and other authors. Having authors on your show also makes it easier to grow your audience and pool of podcast guests in the literary world. Recently, I was at a conference where two of the three speakers were authors and former podcast guests of mine. Typically, when you go to a conference, you don’t have a real reason to open up a conversation with the speakers; after all, you are there to hear them speak, and not the other way around. But having a prior relationship with them increases your legitimacy, credibility, and reputation in the eyes of the other speakers and convention attendees. “If there is any question I recommend our clients ask their podcast guests, it’s this: What are your favorite books or resources? It sounds simple, but that question often yields incredible results.” ART OF DIALOG The Impact of Authors on Podcasts
All-Time Greatest Guests I have had some of my most amazing guests on my podcast after they’ve written a book. I remember a guest mentioning a book by Garry Ridge, who was the CEO of WD-40 for a quarter of a century. I reached out to him on LinkedIn, and within 15 minutes, he agreed to come on my show. Another amazing guest I had was Alvy Ray Smith, an author who co- founded Pixar Animation Studios. However, it’s not just the founders of Rise25 who benefit from connecting with authors — our clients do as well. Andrea Heuston wrote “Lead Like a Woman: Tenacious” based on a compilation of stories gathered from her “Lead Like a Woman” podcast. Another of our clients, Austin Clark, built a rapport with the legendary author Michael E. Gerber through his podcast. Michael, the writer of the iconic small-business book, “The E-Myth,” actually co-authored a book with Austin called, “The E-Myth Pest Control Business: Why Most Pest Control Businesses Don’t Work and What To Do About It.” If you’re lucky enough, some of those authors may even feature you in their upcoming book — which, oddly enough, has happened to both of us. If you’re ready to take that next step with your business and invite a renowned author to your podcast, contact us for outreach strategies at support@rise25.com.
–John Corcoran and Dr. Jeremy Weisz
Rise25: Helping B2B Businesses Build Profitable Connections · rise25.com | support@rise25.com · 1
Revitalize Your Marketing Approach
Marketing trends come and go as often as the seasons. Every few months, a new trend gains traction, and businesses nationwide scramble to make adjustments to ensure their marketing efforts connect with their potential clientele and are easily visible online. If you’re not in the nitty-gritty of the marketing world, simply learning about these new fads can be exhausting. Search engines constantly change the parameters determining what web pages appear earlier in search results, and new studies regularly showcase the “best” ways to connect with customers.
That way, they can learn about these topics while doing other things, such as exercising, driving, cooking, or any other activity where they cannot read. This also helps them connect better with the business owner, as podcasts provide a voice for listeners to hear. You should not forgo blogs altogether, but the rate at which you produce them should lessen if you’re making a podcast. Just ensure you’re letting your audience know where to find your podcast through email or direct marketing efforts!
Build your brand. Branding is not a new marketing trend, but it remains one of the most important things you
With 2024 over halfway gone, it’s time to review your marketing efforts again and determine whether any changes are necessary. Below, you’ll find four recent marketing trends that can boost your business once they are established.
can do for your business. When you think about some of the most well- known and respected brands, like Nike,
McDonald’s, or Heinz, they usually aren’t producing the highest quality or lowest price products. Instead, they’ve built a brand people can easily identify and want to be associated with. Your business may never reach the heights of these industry titans, but you can build an audience that supports your business through branding. Find what makes your business stand out and use it to build your brand.
Expand to other social media platforms.
You likely have a personal account on four or five different social media platforms, but what platforms do you
use for your business? Most businesses stick to the more popular options, like Facebook and Instagram, to promote their services and connect with customers, but these platforms might not be the best way to spread awareness about your brand. You need to go where potential customers are. Create a business profile on LinkedIn; use TikTok to promote any products, services, or sales your business offers; and create an account on X (formerly Twitter) to connect with a broader audience. Utilizing these platforms will help grow your business at a lower cost than other traditional marketing methods. Ditch blogs and start creating podcasts. There was a time when blogs were an essential part of everyone’s marketing strategy, but potential clients read blogs less often these days. Instead, many individuals would prefer to listen to the information through a podcast.
Shorten your content. Over the last few years, Google and other search
engines have upended the parameters that determine the top search results. Long-form content used to be the safe bet, but that is no longer the case. If you’re still writing content over 2,000 words for your website, you need to cut back. Most of your content should be between 400–700 words, but remember this could change within the next few months. People don’t want to read pages and pages of text. Cut back on your word count, but ensure your content is concise and compelling — no fluff. Marketing is an ever-changing part of your business. By staying on top of trends and implementing the proper tactics, you can ensure your marketing strategy is effective for years.
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The Outcome At a critical time, a supporter introduced Bobbie’s to Saddle Creek, a logistics services provider, and
Bobbie generated $18 million in revenue in its first year by selling subscriptions to mothers and delivering its product to their homes.
the company enlisted the Lakeland, Florida- based company to help manage its growth. Saddle Creek provided the tight systems
The Crisis In 2022, one of the Big Four formula makers, Abbott Laboratories, recalled contaminated formula made at one of its plants, creating a shortage and panicking countless parents. Investors took another look at Bobbie’s and quickly anted up an additional $50 million. A year after the company won FDA approval for its formula, Bobbie’s vaulted to triple-digit sales growth. The company faced a huge challenge in scaling up operations to sustain its headlong growth and
integration, multiple distribution centers, and close collaboration
Bobbie needed to meet soaring demand. The company’s revenue surpassed $100 million in 2022. Since then, Bobbie’s sales have grown exponentially. The company has started an R&D unit to explore new infant nutrition and maternal health products. In addition, in 2023, Bobbie acquired Nature’s
HEADLESS OF STATE Facts About the Late French Queen Marie Antoinette One, a pediatric nutrition company with an innovative manufacturing facility. Bobbie considered the acquisition a major step toward strengthening the domestic infant formula supply chain. As Modi sees it, investors’ chilly initial response in 2018 merely set her up for success.
adding a planned retail sales channel through Target. The company stopped accepting new subscribers to protect its trusting relationship with existing customers.
Rise25 Podcast Spotlight ‘The Quiet Light Podcast’ Joe Valley and Mark Daoust Featuring: Leading M&A, e-commerce, SaaS, marketing, and content experts sharing decades of experience in buying, scaling, and exiting an online business. ‘Mission Matters’ Paul Feith Featuring: Mission-driven leaders committed to creating a positive change in the world. ‘Minds of Ecommerce’ Raphael Paulin-Daigle Featuring: E-commerce entrepreneurs and executives who have scaled beyond the million.
'Matters of Creative’ M Agency Featuring: Industry
French queen Marie Antoinette was one of the most famous characters to emerge from the French Revolution, surrounded by rumors and legends. Here are three true facts about Marie Antoinette.
leaders, creative minds, and thought-provoking innovators discussing the latest trends, tips, and stories in the creative world.
‘Talent Wins’ Chris Mursau
Cake: Not on the Menu Although many ascribe the infamous words, “Let them eat cake,” to Marie Antoinette, she likely never uttered them. Many other royals, including the French noblewoman Marie Therese more than a century earlier, are credited with uttering the notorious sentence. Young Newlyweds Marie Antoinette was just 14 years old when she married the future king of France, Louis XVI. Faux Farmer Despite her regal estate and lavish lifestyle, one of Marie Antoinette’s favorite pastimes was pretending to work as a farmer. She had an entire fake farm built on the grounds of her palace in Versailles, where she and other noblewomen would dress in costumes and pretend to be sheepherders and milkmaids.
Featuring: Top CEOs and business leaders sharing stories of the trials, tribulations, and successes of building great teams. ‘The Firebelly Social Show’ Duncan Alney Featuring: Food and beverage brands on a mission to make the world a better place.
Go subscribe on iTunes!
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Inside This Edition
1. Why Authors Are Podcast Gold 2. Today’s Most Popular Marketing Trends 3. The Truth About France’s Marie Antoinette 4. Moms’ Startup Disrupts the Baby Formula Market
BOBBIE IS UNSTOPPABLE OPPOSITION FUELS LAURA MODI’S SUCCESS
The Challenge Modi couldn’t have chosen a more difficult industry to enter. Abbott Laboratories, Nestle, Mead Johnson, and Perrigo had consolidated control of the U.S. baby formula market for years. Additionally, Modi’s background proved to be of no help when she made the rounds of venture capital firms in 2018. Eight months pregnant and driven by her mission, Modi met rejection after rejection from prospective funders who dismissed her as an overwrought mom. The chilly response just inspired her to work harder. “When someone comes in and personally doubts you, it creates this fire and fuel to exceed expectations beyond anything else,” Modi told listeners at a recent CNBC Changemakers conference in New York. She recalls her father’s advice
Laura Modi was shopping for formula in 2016 to supplement her baby’s diet when she realized none of the options on the shelves of her local store were acceptable. She was forced to buy formula containing corn syrup, fillers, and palm oil — products she chose not to eat. A few years later, pregnant with her second child and motivated by that memory, Modi left her job at Airbnb in 2018 to co-found Bobbie Baby, LLC, with fellow Airbnb manager Sarah Hardy. They aimed to make a baby formula that used organic milk rather than corn syrup. With management experience as head of host operations at Airbnb and a previous position as a product operations manager at Google Finance, Modi thought her tech-company background would help her secure financing.
when she faced naysayers growing up in Ireland. “In anything I ever did, he was like, ‘You go prove them wrong.’” The Solution Modi eventually won funding from venture capitalists who could see a need for a healthy, organic infant formula. Bobbie’s baby formula, which contained no fillers, corn syrup, or palm oil, was the first to win organic certification from the U.S. Department of Agriculture and the European Union (EU). After winning approval from the FDA to market its formula in 2021,
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This Month’s Featured ‘Inspired Insider’ Podcasts
Leveraging Local Expertise for Worldwide Business Growth
How to Build Profitable Businesses and Exit
Cameron Heffernan is the Chief Marketing Officer at Your B2B Marketing, a globally focused strategic marketing agency. With a rich background as a serial entrepreneur, Cameron’s career spans three continents, reflecting a diverse and expansive professional journey. He is recognized for
Greg Alexander is the Founder and Chief
Investment Officer of Capital 54, where he decides which entrepreneurs to bet on and which firms to invest in. He supports entrepreneurs by helping them scale and exit their firms.
Before opening Capital 54, Greg co-founded professional service
firm Sales Benchmark Index and served as CEO for 11 years. Before SBI, Greg was an executive at EMC Corporation, a leader in the data storage industry. He is the author of “The Boutique: How to Start, Scale, and Sell a Professional Services Firm,” among other books. Greg is also the Founder of Collective 54 and a Young Presidents’ Organization member. In this episode of the “Inspired Insider Podcast,” Dr. Jeremy Weisz chats with Greg Alexander about how he successfully grew and exited his business. Greg talks about the “F***up Fridays” culture strategy, the sales process exiting a brand and the lessons learned, how he leverages the community business model to scale Collective 54, and Capital 54’s investment criteria.
launching a seven-figure marketing agency that caters to a wide range of clients across the globe. His expertise lies in helping companies articulate their value proposition effectively, supporting their growth, and assisting them in entering new markets. In this episode of the “Inspired Insider Podcast,” Dr. Jeremy Weisz sits down with Cameron Heffernan to discuss the intricacies of international market expansion. They delve into the importance of tailoring marketing strategies to diverse cultural contexts, the challenges and triumphs of setting up a global marketing agency, and the indispensable role of local expertise in ensuring successful cross-border operations.
Scan the QR code or visit the link to listen to the full episode. InspiredInsider.com/ cameron-heffernan-interview
Scan the QR code or visit the link to listen to the full episode.
InspiredInsider.com/ greg-alexander-interview
This Month’s Featured ‘Smart Business Revolution’ Podcasts
Scaling Your Agency for Exponential Growth
Strategic Messaging for Market Success
Jesse Gilmore is the President and CEO of Niche In Control, an agency helping overwhelmed agency owners simplify operations, develop their teams, and rapidly scale without sacrificing their lives. With a rich background in various businesses and extensive experience in corporate HR and
Ginger Zumaeta is the Founder and CEO of Motive3, a brand positioning,
communications, and storytelling firm that advises businesses on
effectively positioning and communicating big ideas. With over 20 years of experience in marketing and brand design, she is a three-time Emmy Award-winning writer and producer recognized for her innovative approach to marketing and storytelling. Starting her career in television and rising to Vice President at NBC, Ginger transitioned into entrepreneurship, crafting effective strategies for startups to Fortune 500 companies. She has worked with renowned brands such as Coca-Cola, Verizon, Union Bank, and Infinity Insurance. Tune in to this episode of the “Smart Business Revolution Podcast” as John Corcoran interviews Ginger Zumaeta about her experiences developing effective positioning and branding strategies. They discuss Ginger’s entrepreneurial journey, her rise from receptionist to VP at NBC, and the value of strategic messaging in business.
systems, he brings a unique perspective to the agency landscape. He’s the author of “The Agency Owners Guide to Freedom,” which provides agency owners with strategies to escape the time for money exchange. Jesse also hosts the “Leverage for Growth” podcast and has created a popular digital newsletter for agency CEOs. Tune in to this episode of the “Smart Business Revolution Podcast” as John Corcoran interviews Jesse Gilmore about his strategies for scaling and sustaining growth in marketing agencies. They delve into the significance of learning from previous business failures, how to balance personal relationships with entrepreneurial pursuits, and how to identify and address bottlenecks in your agency business. Special Shoutouts: A few notable people on Jesse’s journey are Sam Oven and Corey Quinn.
Scan the QR code or visit the link to listen to the full episode. SmartBusinessRevolution.com/ strategic-messaging-for-market- success-with-ginger-zumaeta
Scan the QR code or visit the link to listen to the full episode. SmartBusinessRevolution.com/ scaling-your-agency-for-exponential- growth-with-jesse-gilmore
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