Sustainable growth does not come from chasing every tactic available. It comes from clarity, consistency, and systems that respect how people actually make decisions. In this replay episode, Dan Gilmartin sits down with Michelle Winkles, MBA, Partner and CMO at Mission Wealth, to revisit a foundational conversation on organic growth through digital marketing. This replay episode explores how firms can structure their websites, tech stacks, and workflows to attract higher-quality leads. Michelle explains how niche identification, data-driven personalization, and thoughtful follow-up create stronger relationships and more efficient funnels, while sharing how Mission measures performance and prioritizes long-term growth. Key takeaways: Building a website that clearly communicates who you serve and guides multiple audiences toward the right next step Using organic search and local SEO as a consistent source of higher-intent prospects Organizing client data to identify clusters that can evolve into focused microniches Creating automated yet personalized workflows that respect lead preferences and timing Measuring organic growth by revenue generated relative to total digital marketing spend And more! Connect with Dan Gilmartin: Catchlight LinkedIn: Daniel Gilmartin Connect with Michelle Winkles: Mission Wealth LinkedIn: Michelle Winkles About our Guest: Michelle Winkles is an energetic, innovative, and results-focused marketing professional with over 20 years of distinguished business leadership experience. As a Partner and Chief Marketing Officer at Mission Wealth, Michelle spearheads the firm’s strategic marketing initiatives, guiding overall vision, leadership, and the execution of marketing and business development programs. A key part of her role is driving the firm’s digital growth strategy, where she has successfully developed and implemented a robust digital marketing funnel and growth engine. This includes building a comprehensive marketing technology stack designed to automate processes, enhance lead generation, and convert prospects into clients. Through her efforts, Michelle has streamlined marketing operations, expanded the firm’s digital footprint, and increased business opportunities. She is responsible for creating end-to-end marketing strategies that integrate messaging, branding, digital presence, demand generation, content creation, research, and thought leadership. Michelle collaborates closely with department leaders across Mission Wealth to ensure marketing efforts align with the firm’s growth objectives in the B2B, B2C, and M&I sectors. Recognized for her contributions to the business community, Michelle was named one of the “Top 40 Under 40” business professionals by the Pacific Coast Business Times in 2018, highlighting her role in reshaping leadership and the economy in the Tri-Counties. Michelle earned her bachelor’s degree in communications from the University of California, Santa Barbara (UCSB) in 2005. Driven by a passion for continuous learning, she obtained a Marketing Professional Certification from UCSB Extension in 2012 and completed her MBA with a Certificate of Excellence in Entrepreneurship, Strategic Management, and Nonprofit Social Business from Antioch University, Santa Barbara, in 2017.
