Marketing That Connects - Catharine Montgomery - Marketing Agency Power Hour - Episode #64

Marketing That Connects - Catharine Montgomery - Marketing Agency Power Hour - Episode #64

The best marketing doesn't simply reach more people, it makes more people feel seen, understood, and included. In this episode of Marketing Agency Power Hour, Cal Wilder sits down with Catharine Montgomery, Owner, Founder, and CEO of Better Together Agency, to discuss why inclusive marketing has become a business imperative rather than simply a social initiative. Catharine shares how accessibility, representation, and reducing bias in AI can help agencies create stronger campaigns, build greater customer trust, and better serve increasingly diverse audiences. Whether you're leading an agency, managing a brand, or exploring how AI is reshaping marketing, this conversation offers practical guidance on creating marketing that works for everyone.  Takeaways: * Inclusive marketing is about expanding your audience, not narrowing it. Catharine explains that inclusion isn't about checking boxes, it's about recognizing that customers come from diverse backgrounds, experiences, and abilities. Marketing becomes more effective when more people can genuinely see themselves reflected in the message. * Accessibility should be built into marketing from the beginning. Rather than treating accessibility as an afterthought, agencies should incorporate it throughout strategy, creative development, and execution. Small decisions, from image descriptions to color contrast and language choices, can significantly improve how audiences engage with content. * AI inherits the biases present in its training data. As generative AI becomes more common across marketing, Catharine emphasizes the importance of understanding how bias can appear in AI-generated outputs. Agencies must review, question, and refine AI-generated work rather than assuming technology produces objective results. * Curiosity is one of a marketer's most valuable skills. Creating inclusive campaigns begins with asking thoughtful questions, listening to different perspectives, and remaining open to learning from people with experiences different from your own. That curiosity ultimately leads to stronger creative work and better business outcomes. * Better representation strengthens trust. Consumers increasingly expect brands to reflect the diversity of the communities they serve. Authentic representation helps build credibility while allowing organizations to connect with audiences in more meaningful ways. * Inclusion requires continuous improvement. Catharine explains that no organization gets everything right immediately. The goal isn't perfection, it's developing processes that encourage learning, feedback, and continual progress as customer expectations and technology evolve. * Marketing leaders have an opportunity to shape how AI is used responsibly. Rather than fearing AI, agencies can help clients leverage it thoughtfully by recognizing its strengths while putting human judgment in place to identify bias, improve accuracy, and maintain authentic brand voices. Connect with Cathatine: * LinkedIn: https://www.linkedin.com/in/cnmontgomery/ * Website: [http://www.thebettertogetheragency.com [http://www.thebettertogetheragency.com/] Ways to Tune In: * Transistor: https://marketingagencypowerhour.com/ [https://marketingagencypowerhour.com/]   * Spotify: https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT [https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT]   * Apple Podcasts: https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281 [https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281]   * Amazon Music: https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243 [https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243]   * iHeart Radio: https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/ [https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/]   * Podchaser: https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409 [https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409]

Systems Create Growth - Dan Bennett - Marketing Agency Power Hour - Episode #63

Growing a successful agency takes far more than creative talent. As agencies mature, the systems, processes, and leadership decisions behind the scenes often become the biggest drivers of sustainable growth. In this episode of Marketing Agency Power Hour, Cal Wilder sits down with Dan Bennett, Founder of Hot Sauce Video, to discuss the evolution of building a creative business that scales. Dan shares lessons from years of growing through referrals, developing operational systems, navigating AI's impact on creative work, and building a sales engine capable of supporting the company's next stage of growth. Whether you're refining your operations, expanding beyond referrals, or preparing your agency for long-term success, this conversation offers practical insights for agency leaders looking to grow intentionally. Takeaways: * Build systems before you need them. Dan explains that documenting repeatable processes has become one of the biggest drivers of consistency within his agency. By creating detailed SOPs for every recurring task, the team can deliver reliable results while making future growth easier to support. * Exceptional client work remains the strongest marketing strategy. Despite changes in technology and marketing channels, Dan credits the majority of his agency's growth to referrals earned through consistently delivering quality work. Rather than chasing every trend, the team focuses on keeping commitments and creating experiences clients naturally want to recommend. * The next stage of growth often requires a completely new skill set. As Hot Sauce Video has matured, Dan has realized that relying primarily on referrals won't support the company's long-term ambitions. Developing a repeatable sales process has become a new challenge, reinforcing the idea that what builds an agency initially isn't always what scales it later. * Learn enough to hire the right experts. Rather than attempting to master every new discipline himself, Dan discusses investing in specialists who can accelerate progress. As agencies grow, leadership increasingly becomes about surrounding yourself with people who complement your strengths. * AI should amplify creativity, not replace it. Dan shares an optimistic but measured perspective on AI. While he believes new technology will reshape creative work, he also sees increasing value in authentic human communities, collaboration, and creative storytelling that technology alone cannot replicate. * Strong pricing starts with understanding your delivery process. Years of production experience have given Dan confidence in estimating project effort and protecting healthy margins. Understanding the true cost of delivery allows agencies to price services sustainably instead of guessing or competing solely on price. * Collaboration creates more opportunity than competition. Dan encourages agencies to build partnerships rather than viewing similar businesses as competitors. By collaborating with complementary agencies, everyone can better serve clients while expanding opportunities for growth. Connect with Dan: * LinkedIn: https://www.linkedin.com/in/hotsaucevideo/?skipRedirect=true * Website: danhaslinks.com [http://danhaslinks.com]  https://hotsauce.video/ [https://hotsauce.video/] Ways to Tune In: * Transistor: https://marketingagencypowerhour.com/ [https://marketingagencypowerhour.com/]   * Spotify: https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT [https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT]   * Apple Podcasts: https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281 [https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281]   * Amazon Music: https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243 [https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243]   * iHeart Radio: https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/ [https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/]   * Podchaser: https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409 [https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409]

Scaling with Systems, Sales, and Smart Equity Deals: Ed Stapleton - Marketing Agency Power Hour- Episode #62

What does it really take to scale a marketing agency beyond just you and your business partner? In this episode of Marketing Agency Power Hour, Cal Wilder sits down with Ed Stapleton, CEO of Clicks Geek, a Google Premier Partner agency specializing in Google Ads, Facebook Ads, SEO, and web design for local service businesses. Ed shares hard-won lessons from building a team-driven operation, cracking inbound lead generation through YouTube, and expanding into consulting for equity deals across multiple business ventures. He also offers a refreshingly candid take on AI: a powerful tool, but one that demands constant human oversight. The conversation covers sales team building, documenting business processes, AI limitations, key financial metrics, and a deep dive into how Ed structures revenue share and consulting for equity partnerships.  Takeaways: * Before hiring a salesperson, you must document your niche knowledge, service offering FAQs, and sales scripts into three distinct training buckets, or you are setting yourself up for failure. * Inbound lead generation must be established before you hire a salesperson. Doubling your sales team without doubling your leads only shrinks your margins. * AI is a powerful but imperfect tool. As Ed puts it, "you gotta have a competent human in the driver's seat to make it make sense," because AI mistakes compound quickly when left unchecked. * Building a templated, assembly line approach to campaign delivery allowed Clicks Geek to go from launching campaigns in one to two days down to two to three hours. * Getting out of support and account management was one of Ed's biggest milestones as a business owner, freeing him to focus on strategy and growth. * Consulting for equity deals does not have to mean a seat on the cap table. Revenue share, profit share, interest, and success fees tied to an exit are all viable structures depending on the business. * A benchmark of the last 12 to 24 months of financial performance is the foundation of any smart equity consulting arrangement. * Good business books can be transformational. Ed credits "Power Phone Scripts" by Mike Brooks and "New Sales Simplified" by Mike Weinberg as books that genuinely changed how he runs his business. Resources Mentioned: Power Phone Scripts by Mike Brooks New Sales Simplified by Mike Weinberg Sales Management Simplified by Mike Weinberg Winning Through Intimidation by Robert Ringer Equity Partner by Chris Moore and Carl Allen Stuart Trier, Clear Results (business coach) Deal Maker Wealth Society / Protege Program with Carl Allen and Chris Moore coverageaccess.com  [http://coverageaccess.com]   keilelectric.com [http://keilelectric.com] Connect with Ed: * LinkedIn: https://www.linkedin.com/in/edstapletonjr/ [https://www.linkedin.com/in/edstapletonjr/] * Website: https://clicksgeek.com/ [https://clicksgeek.com/] Ed’s companies: https://clicksgeek.com/ [https://clicksgeek.com/] https://www.peometrics.com/ [https://www.peometrics.com/] https://www.coverageaxis.com/ [https://www.coverageaxis.com/] https://keilelectric.com/ [https://keilelectric.com/] Ways to Tune In: * Transistor: https://marketingagencypowerhour.com/ [https://marketingagencypowerhour.com/]   * Spotify: https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT [https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT]   * Apple Podcasts: https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281 [https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281]   * Amazon Music: https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243 [https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243]   * iHeart Radio: https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/ [https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/]   * Podchaser: https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409 [https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409]

From Automation to Autonomy - Zach Francis - Marketing Agency Power Hour - Episode #61

AI continues to dominate conversations across the agency world, but what happens when you move beyond experimentation and start building systems around it? In this episode of Marketing Agency Power Hour, Cal Wilder sits down with Zach Francis, Co-Founder of Helm and Willow, to discuss how agencies and businesses can use AI-powered automation to improve marketing execution, streamline operations, and create more scalable systems. Zach shares lessons from building AI-focused software platforms and explains why human oversight remains a critical part of any successful AI strategy. The conversation explores content automation, Answer Engine Optimization (AEO), workflow automation, AI-assisted customer interactions, and the balance between leveraging AI and maintaining control over business outcomes.  Takeaways: * AI can help agencies automate repetitive marketing tasks, but human oversight remains essential for maintaining quality and alignment with business goals. * Consistent content creation remains a foundational strategy for organic growth, SEO, and Answer Engine Optimization (AEO). * Agencies should focus on answering real customer questions rather than attempting to manipulate search rankings through shortcuts or volume alone. * AI becomes more effective when it has a broader business context, allowing systems to optimize content, workflows, and customer experiences more intelligently. * Business owners can use AI to reduce time spent on routine operational work and focus more energy on higher-value activities. * Referrals and word-of-mouth remain powerful growth drivers, even for businesses operating in highly technical and AI-focused markets. * Successful AI adoption is often less about replacing people and more about optimizing processes while maintaining appropriate review and governance. Connect with Zach: * Twitter: https://x.com/zach_francis?lang=en * LinkedIn: https://www.linkedin.com/in/zach-francis-750200157/ * Website: francisbrothers.com [http://fracnisbrothers.com]  willow.ai [http://willow.ai]  helmhq.ai [http://helmhq.ai]  Ways to Tune In: * Transistor: https://marketingagencypowerhour.com/ [https://marketingagencypowerhour.com/]   * Spotify: https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT [https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT]   * Apple Podcasts: https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281 [https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281]   * Amazon Music: https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243 [https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243]   * iHeart Radio: https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/ [https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/]   * Podchaser: https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409 [https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409]

From Engineer to Agency Owner - Chris Latam - Marketing Agency Power Hour - Episode #59

What does it look like when a chemical engineer, Gulf War veteran, and technical salesperson builds a marketing agency from the ground up? Meet Chris Latam, founder of Fire For Effect Marketing. In this episode of Marketing Agency Power Hour, host Cal Wilder sits down with Chris to unpack how he is leveraging AI to work smarter, why industrial and technical companies are his ideal clients, and how a single day of video production can fuel an entire year of content. Chris does not just talk theory. He is actively running AI across his operations, integrating it directly into QuickBooks for financial monitoring, using it to generate SEO-optimized thumbnails, and planning whole two-week social media calendars with tools like Lovable. Whether you are a solo agency owner trying to scale or a marketer looking to break into underserved industrial markets, this episode is packed with real, practical insight you can put to work immediately. Takeaways: * AI is a force multiplier, not a replacement. Chris uses AI across his entire operation to save time and boost efficiency, from creating SEO-embedded YouTube thumbnails to planning multi-week social media content calendars, all without replacing his team. * Lovable is worth exploring for marketing agencies. Beyond the usual ChatGPT and Claude conversation, Chris highlights Lovable as a tool that integrates with social media and websites, and can generate video content and ongoing social posts from simple text prompts. * Content you own beats content you rent. By generating AI-created images, graphics, and music, Chris is actively evaluating which royalty-based subscriptions he can eliminate, since AI-generated content belongs to the creator outright. * Industrial and technical companies are underserved and willing to pay. Most agencies avoid blue-collar and manufacturing clients, but Chris sees that as an opportunity. These clients have the budget, have real content happening on the shop floor every day, and are not being served well by the broader marketing industry. * One day of video production can power a full year of content. Fire For Effect offers video retainer packages where they spend a single day filming a client, then spin out a corporate overview video plus social reels throughout the year. * What matters is revenue, not vanity metrics. Chris does not pitch clients on views or likes. He asks them to track whether their revenue went up during the campaign period, and uses that as the real measure of success. * AI connected to your finances is a game-changer. Chris has AI integrated with his QuickBooks account and uses it to monitor spending thresholds, identify top revenue-generating activities, and flag when costs are trending in the wrong direction. * Hiring smart means knowing your own blind spots. Chris relies on his wife, a 25-year recruiting veteran, to screen and source candidates quickly, typically turning around qualified candidates within 24 to 48 hours. * Cross-training your team protects the business. Every person at Fire For Effect, including 1099 contractors, is trained to handle at least two other people's roles, giving the agency flexibility when workloads shift. * Engineering school teaches you how to think, not just what to do. Chris credits his chemical engineering background not for the technical knowledge itself, but for the structured problem-solving mindset it gave him, which he now uses to connect with industrial clients who speak the same language. Connect with Chris: * LinkedIn: https://www.linkedin.com/in/chris-latam-b97321a/ * Website: https://fireforeffectffe.com [https://fireforeffectffe.com/] Ways to Tune In: * Transistor: https://marketingagencypowerhour.com/ [https://marketingagencypowerhour.com/]   * Spotify: https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT [https://open.spotify.com/show/19ECltpQuJWu6rfXlx98wT]   * Apple Podcasts: https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281 [https://podcasts.apple.com/podcast/marketing-agency-power-hour/id1809205281]   * Amazon Music: https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243 [https://music.amazon.com/podcasts/344bea8c-7897-4dfc-8cdc-f31a92514243]   * iHeart Radio: https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/ [https://www.iheart.com/podcast/269-marketing-agency-power-hou-272863996/]   * Podchaser: https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409 [https://www.podchaser.com/podcasts/marketing-agency-power-hour-6067409]