Marketing

Most companies still treat trade shows as expensive decor and swag, rather than as high-intent sales stages. Anders Boulanger’s work with Engagify shows that when you engineer engagement, simplify your message, and train your booth team intentionally, you turn random foot traffic into memorable moments and real opportunities. Stop leading with tchotchkes; lead with curated, shared experiences that change a prospect’s emotional state. Apply the SAVE U framework: simplify, signal authority, vary the senses, use emotion, and obsess over the “you.” Design your booth flow like a funnel: attract, engage, qualify in public, then hand off for deeper demos. Invest in booth staff training; untrained staff can destroy the ROI of a six-figure event investment. Use gamification and story loops to hold attention long enough for your message to land. Treat live events as a trust channel that AI cannot fake—show up with real expertise and authentic interactions. Measure success by qualified conversations and booked next steps, not by badge scans or stress balls distributed. The SAVE U Engagement Loop: From Glance to Genuine Conversation Simplify the Message Until It’s Obvious Anders’ first move is always to strip away jargon and complexity. If a passerby cannot tell “who you help” and “what you help them do” within a few seconds, they keep walking. Use metaphors, analogies, and clear outcome language so your value lands instantly in the chaos of the show floor. Signal Authority and Authenticity Immediately Authority is not just what you know; it is how you present it. A confident voice, composed body language, and a professional appearance all signal to prospects that they are in the right place. Authenticity comes from speaking plainly, owning your role, and avoiding the overhyped, too-slick persona that erodes trust. Vary the Senses to Maintain Attention Trade shows are sensory overload, so you win by being intentional about how you engage the senses. Anders cycles among visual demonstrations, auditory hooks (a mic, a strong opening line), and kinesthetic elements (participation, physical props) to keep different types of learners engaged and attentive. Evoke Emotion Through Stories and Surprise Memorability lives in emotion. Anders uses magic, humor, risk (like the staple-gun Russian roulette routine), and client stories to move people from bored to curious to engaged. When prospects feel something with you in the booth, your brand anchors to that moment rather than blending into the noise. “You”-Focus Every Message and Moment Every interaction is filtered through the prospect’s internal radio station: “What’s in it for me?” Anders keeps the spotlight on the attendee—saving their time, money, or sanity—not on the company’s greatness. Questions, language, and calls to action are all framed around their world, not your feature set. Use Public Qualification and Clear Next Steps Once a crowd is formed, Anders transitions from pure entertainment to business outcomes. He uses short qualification prompts (“Who is looking at this type of solution in the next 6–12 months?”) to surface real prospects in front of the booth team, then directs them to demos or deeper conversations. The loop ends with clear, low-friction next steps that move qualified people further into the pipeline. Booth Filler vs. Deal Maker: A Trade Show Engagement Comparison Approach What It Looks Like Impact on Attendees Impact on Pipeline Swag-Only, Transactional Booth Untrained staff, shallow chit-chat, badge scans in exchange for giveaways. Brief dopamine hit, no emotional connection, brand quickly forgotten. Bloated lead lists, low intent, frustrated sales team, weak ROI. Static Product-First Booth Heavy product slides, dense technical copy, passive screens, no facilitation. Prospects are overwhelmed or confused; they’re unsure what you actually do or why it matters. Missed opportunities with genuine buyers who walk by or tune out. Engagify-Style Infotainment Booth Live facilitator, magic or interactive elements tied to clear business outcomes, structured handoffs. Shared memorable experience, emotional shift, and clear understanding of benefits. Fewer but higher-quality leads, honest conversations, and a direct path to demos and deals. From Crowd to Conversation: Field-Tested Leadership Insights How should marketing leaders rethink the purpose of a trade show booth? Stop treating the booth as a branded billboard and start treating it as a live-stage sales system. Your fundamental objective is not traffic volume—it is orchestrated moments that attract the right people, earn their attention, and guide them into meaningful conversations. Design everything—layout, staff roles, scripts, and experiences—around that single purpose. What is the most significant missed opportunity Anders sees at events? The chronic underinvestment in booth staff training. Companies will spend six figures on floor space, build, and then send unprepared staff to “wing it” on the front lines. Those people become the living embodiment of your brand. Training them to approach, open, qualify, and hand off skillfully is one of the highest-leverage moves a marketing leader can make. How can teams ethically use “showmanship” without feeling gimmicky? The line between gimmick and value-add is relevance. When your entertainment or magic routine is tightly tied to a business problem or outcome—and you make that link explicit—it becomes a teaching device, not a trick. Anders’ crowds stay because the experience is fun, but they remember the message because it is woven directly into the performance. What should leaders prioritize when budgets only allow a small event presence? Go narrow and deep rather than broad and shallow. A smaller booth with a strong engagement plan, a skilled facilitator, and a clear call to action will outperform a bigger, passive footprint. Focus on one or two signature interactions that stop people, shift their state, and give your experts the opening to talk specifics. How does AI change the stakes for live engagement? As AI makes it easy to fabricate images, content, and even fake “crowds,” live events become a proving ground for what is real. When buyers can look you in the eye, challenge your claims, and speak with subject-matter experts, trust is built in ways an algorithm cannot replicate. Leaders should treat event programs as a strategic channel for trust and align them closely with their broader AI-enabled marketing engine. Author: Emanuel

https://youtu.be/OK0ewOJFkz8 In an era where traditional pathways to visibility are becoming increasingly crowded, leveraging platforms like YouTube can be a game-changer for professionals, especially those seeking to share their expertise and insights. The importance of digital transformation through video content has never been more pronounced, and understanding how to navigate this landscape effectively is crucial for today’s leaders. Harnessing Video for Authority Building Dr. Zynul Khan, a physician turned digital content expert, emphasizes the potential of YouTube not just as a creative outlet but as a strategic tool for visibility and connection. Dr. Z notes, “YouTube is not just for entertainment; it is a powerful space for education and empowerment.” This perspective reflects a growing trend among professionals, particularly those 50 and older, who may feel marginalized in digital conversations. The shift to video content allows them to reclaim their voice, validate their experiences, and connect with audiences craving authentic, insightful discussions. What this means for business leaders is clear: implementing a robust video strategy can foster increased engagement and trust with target audiences. Those in advisory roles, consulting, or coaching can particularly benefit from video’s immediacy and intimacy. By effectively using their stories, industry knowledge, and unique insights, leaders can establish themselves as trusted authorities. Strategic Steps to Begin Your Video Journey For businesses ready to take action, Zynul recommends starting with consistency and authenticity. Frequent video posts—ideally once a week—allow creators to refine their messaging and engage more deeply with their audience. This frequency helps train the YouTube algorithm to recognize content relevancy over time, aiding discoverability. As Zynul warns, “Do not confuse the algorithm with mixed messages. Stick to one focused topic to establish your authority.” The tools of the trade have become increasingly sophisticated. Creators can utilize platforms like Canva for eye-catching thumbnails and AI tools for generating scripts or ideas. Such efficiency in production not only saves effort but also allows more time for strategizing engagement and develop valuable content. Understanding Audience Connectivity The essence of video marketing lies in personalization. Different industries can leverage this trend to foster deeper connections with their customers. Healthcare professionals, educators, and consultants can effectively convey their expertise through video, making complex topics more accessible and relatable. As Zynul pointed out, content remains online indefinitely on YouTube, providing opportunities for continued engagement long after initial uploads. The impact of video content is particularly pronounced in sectors facing rapid digital transformation. For example, other industries, especially those that traditionally operate on a face-to-face model, can adapt their narratives to a digital-first approach. Videos can help maintain that critical human connection, addressing consumer pain points in real-time while building conversions through storytelling. The Message Forward: A Strategic Next Step For leaders looking to embrace this digital shift, the next tangible step is to create a content calendar focused on video production. Establishing a consistent rhythm and identifying key topics relevant to both the organization’s mission and audience interests can set the stage for impactful content. Additionally, experimenting with storytelling techniques to humanize your marketing can improve audience engagement and build a robust brand identity. Ultimately, embracing video is not just about adapting to a trend but about staying relevant in a digital era that increasingly favors authenticity and genuine connection. Guest Spotlight Dr. Zynul Khan: linkedin.com/in/drzynuldkhan/ Company: YouTube Creator and Coach Watch the podcast episode featuring Dr. Zynul Khan: youtu.be/OK0ewOJFkz8   

https://youtu.be/LG_U4YtnmkY Adaptability and innovation are no longer merely advantageous; they are now essential for organizations seeking to thrive in competitive markets. Embracing the principles of curiosity and creativity can provide a pathway for businesses to unlock their full potential. In a recent discussion with Alan Gregerman, a leading authority on business strategy and innovation, we explored the invaluable insights shared in his latest book, “The Wisdom of Ignorance.” This conversation offered profound strategies that leaders can leverage to not only remain relevant but to excel. Driving Innovation Through Curiosity One of the core tenets emphasized during our discussion was Gregerman’s belief in the “Wisdom of Ignorance.” This concept encourages businesses to adopt a mindset that embraces the unknown as a source of inspiration rather than a limitation. As Alan states, “In the absence of a clear purpose, you’re never gonna do anything amazing.” By focusing on specific problems or opportunities, companies can spark genuine innovation. To implement this thinking, leaders should encourage their teams to step outside their traditional work environments and explore new opportunities. Incorporating diverse experiences—whether through travel, community engagement, or simply observing nature—can produce remarkable insights. Gregerman’s method involves having teams write down what they find remarkable during these experiences, which ultimately leads to innovative solutions. This proactive approach combines curiosity with an openness to learning from the world around us, demonstrating how businesses can discover new pathways to success. Harnessing AI as a Transformational Tool Alan highlighted the role of technology, particularly artificial intelligence, in amplifying human creativity. While AI can serve as a powerful resource for sparking ideas or solving problems, organizations must view it as a tool rather than a replacement for human ingenuity. The potential for AI to process vast amounts of information and reveal trends can enhance decision-making. For example, leaders might consider using AI platforms, such as ChatGPT or Claude AI, for market analysis, identifying customer pain points, or even generating marketing content. Gregerman’s approach to leveraging AI includes defining clear objectives and asking precise questions that guide the technology’s output. This empowers teams to enhance their strategy and develop products that more closely align with customer needs. Creating a Culture of Inclusivity and Openness During our conversation, the importance of involving team members from diverse backgrounds in the innovation process emerged as a key theme. Gregerman pointed out that relying solely on seasoned employees can stifle creativity. “The smartest they are is the day they arrive,” he asserted, advocating for the inclusion of fresh perspectives. Organizations can benefit from incorporating new hires or diverse voices into brainstorming sessions to challenge conventional narratives and rejuvenate their strategic thinking. Fostering a culture that emphasizes collaboration, openness, and adaptability not only inspires creativity but also strengthens connections with customers. Engaging clients directly in the design process—seeking their input on prototypes or ideas—can yield critical insights and create products with greater market relevance. Understanding Broader Implications Across Industries The insights from Gregerman’s framework extend widely across various industries. Sectors such as technology, healthcare, and retail can particularly benefit from a paradigmatic shift towards curiosity and humility in the face of the unknown. As businesses strive to personalize their marketing operations and enhance customer experiences, these principles provide a roadmap for innovation and differentiation. For many organizations, the implications are clear: adopting a mindset of continuous learning while prioritizing collaboration will be essential in meeting the demands of future markets. This involves rethinking existing workflows, encouraging team members to explore externally, and leveraging AI as a strategic partner in idea generation and operational efficiency. As a starting point, leaders should assess their current organizational structures and consider establishing regular “curiosity sessions” where employees can analyze external influences and discuss observations. This practice not only nurtures innovative thinking but also reinforces a culture of collaboration. Next Steps for Leaders To capitalize on these insights, consider implementing a structured approach that emphasizes curiosity and collaboration. Initiating a pilot program where cross-functional teams engage in observation-led research can illuminate innovative pathways to product or service development. As Alan Gregerman noted, “Get out there and see what technologies are being used… and think about how in that world, I can put things together that people haven’t put together before.”  Incorporating these principles can ensure that organizations remain agile, forward-thinking, and deeply connected to the evolving needs of their customers. Guest Spotlight   Alan Gregerman: linkedin.com/in/alan-gregerman-a33b236/  Venture Works Watch the podcast episode featuring Alan Gregerman: youtu.be/LG_U4YtnmkY

https://youtu.be/dC_0oIH9jhU The landscape of marketing is experiencing a transformation, fueled by insights from affiliate marketing. Understanding these insights can empower businesses to refine their strategies and drive more effective engagement with their target audiences. Ivan Mana, an accomplished online marketing professional, recently shared valuable strategies that can transcend traditional marketing practices. Refining Audience Targeting in Marketing One of the most impactful revelations from the conversation is the importance of precise audience targeting and messaging tailored to different stages of the customer journey. “The biggest problem with any sort of marketing is targeting the wrong audience,” Ivan asserted. Misunderstanding where potential customers lie within the funnel—those unaware of a need versus those ready to make a purchase—can lead to ineffective messaging. To avoid this pitfall, businesses should implement a systematic approach to segmentation and personalization. Begin by mapping customer personas and identifying the stages they occupy in their buying journey. Strategies such as A/B testing different messages or offers can help determine what resonates at each funnel stage. This method not only enhances marketing effectiveness but also ensures resources are not wasted on broad, unfocused campaigns. Integrating AI into Marketing Operations As companies look for innovative ways to streamline operations, utilizing AI tools becomes increasingly pivotal. Ivan highlighted how the growing influence of AI can simplify processes, from lead generation to campaign analytics. Deploying AI-powered platforms to assist in crafting personalized content enables businesses to deliver timely and relevant messages based on data insights. Consider integrating AI-driven analytics tools like HubSpot or Salesforce Einstein into your marketing tech stack. These systems can analyze customer data and provide actionable  insights, thereby facilitating more effective engagement strategies. By employing data-informed decision-making, marketing teams can enhance operational efficiency and inform their future strategies with greater accuracy. Shifting Perspectives on Affiliate Marketing A critical insight from Ivan’s experience is the shift in perspective regarding affiliate marketing—not just as a model but as a powerful tool within existing business frameworks. Businesses can now view affiliate marketing as a mechanism to expand reach, rather than merely an income stream. Ivan’s transition to using affiliate marketing as an extension of his brand illustrates this point. Creating an affiliate program can harness the potential of existing customers who are passionate about your product or service. For instance, if your company provides a SaaS solution, consider incentivizing current users to refer new customers through a structured affiliate program. By offering competitive commissions and clear incentives, you can further engage existing customers while leveraging their network. Broad Industry Implications The implications of integrating affiliate marketing and AI tools extend across various industries. Retailers can utilize personalized marketing strategies to increase conversion rates, while service-oriented companies can enhance customer relationships through targeted outreach. Companies independent of tech solutions can explore affiliate marketing not only to generate sales, but also to build a more extensive grassroots network. As industries become increasingly competitive, personalization and effective audience targeting will be critical. Companies implementing these strategies will differentiate themselves by fostering a more engaging customer experience—one that speaks specifically to individual needs and desires. In summary, understanding and adopting insights from affiliate marketing can drive substantial improvements in marketing effectiveness. As a next step, leaders should audit their current marketing strategies to identify areas where more segmentation or AI tools can be leveraged for enhanced personalization. This proactive approach not only positions organizations for current success but also prepares them for future shifts in consumer behavior and technology. Guest Spotlight:  Ivan Mana: linkedin.com/in/ivanmana Visit Yvonne Mana’s Website Watch the podcast episode featuring Ivan Mana: youtu.be/dC_0oIH9jhU

https://youtu.be/OSNUrzXGvV8 The integration of AI and digital transformation represents a significant opportunity for SaaS startups aiming to accelerate growth. In a recent conversation with Balki Kodarapu, a seasoned fractional CTO, we explored vital strategies for navigating the complexities of scaling businesses in today’s technology-driven landscape. Insights on Embracing Change and Innovation As organizations adapt to new technologies and market pressures, the mentality surrounding AI has shifted dramatically. “Engineers are embracing the tools, knowing that their traditional roles are evolving,” Balki noted. Fear of obsolescence now catalyzes talent to approach AI with curiosity rather than resistance. He emphasizes the importance of being agile: “Most realistic engineers are looking at this opportunity and changing their style for the first time in twenty years.” This paradigm shift highlights the need for leaders to actively embrace AI, not just as a tool for efficiency but as a driving force behind innovation and business strategy. By investing in training on these technologies, leaders can empower their teams to leverage AI effectively, propelling the organization toward greater productivity. Implementing Insights for Tangible Growth How can leaders convert these insights into actionable steps? For one, they should consider integrating platforms that streamline tasks through AI, such as automation tools and advanced analytics. For instance, utilizing Stripe for payment processing can drastically simplify revenue generation while ensuring security and compliance—an area that requires diligent attention as highlighted by Balki’s experiences.  Startups can benefit from utilizing solutions like Vanta to automate compliance assessments, thereby freeing up valuable resources that can be redirected toward customer engagement and product development. This proactive approach in resource allocation can create significant competitive advantages. Industry-Wide Implications  The discussion on AI’s integration touches various industries beyond tech, as traditional sectors like healthcare and finance begin to explore how technology can alleviate operational challenges. From supply chain logistics to customer service, organizations can harness AI to refine processes through data analysis and predictive modeling. Leaders across industries must understand that AI’s applications can extend far beyond mere automation; they enable nuanced personalization and responsiveness that can enhance customer experiences and loyalty. In this context, organizations should assess their technological debt. As Balki aptly stated, “We can use AI to transition off that legacy code.” By acknowledging and addressing these inefficiencies, companies can position themselves favorably for future disruptions and innovations, ensuring they remain competitive. Taking Action The primary takeaway is clear: to thrive, leaders must adopt and adapt to modern marketing technologies. One immediate action for leaders is to prioritize an organizational assessment of current technologies and workflows. Exploring new AI tools or streamlining existing tools can enhance productivity, while facilitating a culture of continuous learning about these emerging technologies amongst team members is vital.  Prioritizing automation will not only improve efficiency but also allow for strategic thinking in areas like customer engagement, where the application of actionable insights can lead to growth and stronger brand loyalty. Guest Spotlight   Balki Kodarapu: linkedin.com/in/balki YourCTO in US Watch the podcast episode featuring Balki: youtu.be/OSNUrzXGvV8 Specializing in helping SaaS startups bridge the gap from $100k to $50 million in ARR, Balki excels in tackling chaos and fostering high-performance teams.  

https://youtu.be/QeWwCCoJd5Q In the crowded marketing agency marketplace, differentiation is paramount. Corey Quinn, a seasoned agency growth advisor with over 20 years of experience, shares insights into a strategic approach that can unlock scalability and profitability: specialization. Niching down allows agencies to hone their skills and serve specific industries with precision, leading to greater operational efficiency and enhanced client relationships. Actionable Insights on Specialization Quinn emphasizes that many marketing agencies fall into the “generalist trap,” where the desire to cater to every potential client dilutes their expertise. “You create a business full of bottlenecks,” notes Quinn, highlighting how operational inefficiencies can compromise product quality and lead to a perception of being just another commodity. The solution lies in vertical specialization—a focused strategy that enables agencies to: Identify a Target Vertical: Choose a specific industry that not only resonates personally but also offers substantial demand. This initial step is crucial for establishing a lasting niche. Leverage Repetition for Expertise: By serving a focused demographic, agencies can refine their processes and develop deep-seated expertise that enhances value. “I fear not the man who’s practiced one kick a thousand times,” Quinn quotes Bruce Lee, driving home the point that specialization leads to mastery. Implement Operational Systems: Specialization allows agencies to create repeatable systems and standard operating procedures (SOPs) that improve efficiency and client satisfaction. Over time, this positions the agency as a leader within that vertical. Implementing the Insights: A Practical Approach Leaders looking to adapt these insights should first assess their existing client base and identify which industries yield the highest levels of satisfaction and retention. They should consider utilizing data analytics tools to uncover trends and insights that inform their decision-making process. Furthermore, agencies can use platforms like HubSpot or Salesforce to streamline client communication and project management, ensuring a smooth onboarding and service delivery experience. For instance, if an agency typically works across various sectors, it might notice its most loyal clients are in the healthcare space. By aligning their services and marketing efforts with healthcare providers, they can develop innovative solutions that address industry-specific challenges while fostering stronger relationships. Industry-Wide Implications of Specialization The benefits of specialization extend beyond individual agencies; the impact can be felt across entire industries. As marketing agencies refine their focus, they can provide tailored solutions that significantly enhance client engagement and operational results. For example, a marketing firm specializing in home services can develop custom software to optimize customer acquisition strategies, particularly suited to the unique demands of HVAC companies, thereby improving overall performance in the sector. Moreover, this trend promotes the transformation of marketing operations, as agencies invest in specific tools and systems that drive efficiency while delivering personalized customer experiences. As agencies gain recognition as industry specialists, they not only position themselves for growth but also contribute to elevating standards across their chosen sectors. Next Steps for Agency Leaders To transition successfully toward specialization, agency leaders should actively engage with their teams to cultivate a shared vision and understanding. Conduct workshops or brainstorming sessions to explore industry passions and areas of expertise, as this will foster a collaborative approach to selecting a niche. Consider this next step: Conduct a thorough market analysis to understand the total addressable markets (TAM) of potential verticals. Focus on sectors with unmet needs and significant revenue potential. This groundwork will set the foundation for your agency’s growth trajectory as you embrace the power of specialization. Guest Spotlight:  Corey Quinn: linkedin.com/in/coreyquinn/   Company: Agency Growth Advisor   Watch the podcast episode featuring Corey Quinn: youtu.be/QeWwCCoJd5Q With his extensive background in agency growth and insights shared in his recent conversation, Corey Quinn equips agencies with the tools to break free from the limitations of generalization. Embrace specialization to propel your agency’s growth and ensure you stand out in a competitive landscape.