The Deep Specialization™️ Podcast

Corey Quinn
  • 5.0 (34)
  • MARKETING
  • UPDATED WEEKLY
The Deep Specialization™️ Podcast

Everyone knows the power of focus in business, but not everyone knows how to do it well. On this show, you'll hear from 7, 8, and 9-figure founders and executives who've been wildly successful by taking a vertical or multi-vertical approach to growing their business. You'll hear stories about how they started, what they did to grow their business and ultimately what made them a success. If you're thinking about focusing your business on one or more verticals, this show is for you.

  1. Product-Led vs. Sales-Led: Which Model is Right For Your Agency?

    3D AGO

    Product-Led vs. Sales-Led: Which Model is Right For Your Agency?

    Product-Led vs. Sales-Led Growth: Which model is right for your agency? In this episode, Corey breaks down the key differences between product-led growth (PLG) and sales-led growth (SLG) for agencies. Learn how each approach impacts scaling, client acquisition, and long-term success—and why specialization is the secret to standing out in a crowded market. Whether you're building self-serve solutions or relying on high-touch sales, this conversation will help you choose the best strategy for sustainable growth. Here’s what we cover in this episode: - The Founder-Led Sales Trap: Why many agencies rely on the founder’s reputation and referrals, and how this limits long-term growth. - Master Your Vertical: How to build a better product, better client experience, attract better clients, and charge more. - When to Make the Shift: Signs that an agency needs to transition from product-led to sales-led growth for sustainable scaling. - Building a Predictable Sales System: Steps to transition from founder-driven sales to a repeatable, team-driven sales process. - The Role of Specialization in Scaling an Agency: Why narrowing focus and refining expertise can help agencies break out of stagnation. - Gift-Based Outbound: The simple method Corey uses to establish trust and book more sales calls with high-value prospects.   Bottom Line: - Strengths and Weaknesses of a Product-Led Agency: Strong client relationships, high retention, but limited scalability and founder dependency. - Strengths and Weaknesses of a Sales-Led Agency: Scalable growth, predictable revenue, but higher costs and potential sales-delivery misalignment. “As you begin to build expertise in the market serving that vertical market, you’ll be able to build a better product, a better experience for your clients… then you’ll be able to attract better clients and charge more.” - Corey Quinn   The resources mentioned in this episode are: Escape the generalist trap with Corey's best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com. This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media.

    14 min
  2. Beyond Giftology: Maximizing Your Return on Relationships | Sara Hardwick

    MAR 19

    Beyond Giftology: Maximizing Your Return on Relationships | Sara Hardwick

    In this episode, Corey Quinn is joined by Sara Hardwick, Community Relationship Specialist at the Giftology Group, to discuss the powerful principles from John Ruhlin's new book, "Beyond Giftology." Sara shares insights on building strategic relationships that drive business growth and how to create systems that turn connections into powerful referral sources. Episode Highlights: The Power of ROR (Return on Relationship): Learn how investing in relationships can take your business places traditional marketing can't reach  Relationship Partnership Training System: The step-by-step approach to transform connections into champions and referral partners  Clarity Conversations: How to effectively communicate what you do, who you serve, and set partners up for successful referrals  "Harmless Starters": Techniques to naturally begin conversations that can lead to business opportunities without being pushy  DOVing (Demonstrations Of Value): Low-cost, high-impact ways to demonstrate value in relationships  TAP Meetings: Implementing systematic "Talk About Partners" meetings to ensure relationship-building becomes habitual Strategic Gifting Principles: Why it's not the thought that counts, but the "thoughtful thought" that makes a difference  Gift Personalization: How personalized touches like engraving, videos, and handwritten notes elevate the impact of gifts  Scaling Relationship Marketing: How larger organizations can implement these strategies company-wide  Gifting Benchmarks: Recommendations on frequency (max 3 gifts per year) and budget (5-15% of net profit from referrals)    The resources mentioned in this episode are: - Connect with Sara Hardwick on LinkedIn: https://www.linkedin.com/in/sarahardwick - Email Sara:  info@giftologygroup.com   - GIFT∙OLOGY: https://giftologygroup.com  - Beyond Giftology (John Ruhlin’s final book): https://www.beyondgiftology.com  - Giftology by John Ruhlin: https://www.amazon.com/Giftology-Increase-Referrals-Strengthen-Retention/dp/1732095604/ref=sr_1_1?ie=UTF8&qid=1542737227&sr=8-1&keywords=GIFTOLOGY  - Join R.I.C.H. Relationship Society: https://giftologygroup.com/rich-relationships - Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com. This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    43 min

  3. MAR 12

    Calm the Chaos: Mastering Agency Leadership | Karl Sakas

    Are you constantly putting out fires in your agency instead of strategically growing it? In this episode of the Deep Specialization podcast, Corey Quinn welcomes Karl Sakas, known as "the agency therapist" who helps agency owners work less, earn more, and reward their best team members. Karl discusses his new book, "Calm the Chaos: 10 Ways to Run a Better Agency," which offers practical strategies for agency leaders looking to create better work environments, improve team morale, and achieve sustainable growth. Episode Highlights: Transitioning from Doer to Leader: Karl shares insights on how agency owners can effectively shift from being hands-on doers to strategic leaders, explaining the six key agency roles and which ones to delegate first Finding Your #2: Strategies for identifying, developing, and properly compensating your agency's second-in-command The Desire-Competence-Capacity Framework: How to identify potential leaders using this practical Venn diagram approach Streamlining Meetings: Practical tips for reducing meeting bloat and making gatherings more productive The Assistant Effect: Why hiring a reliable assistant is crucial for agency owners and how to find the right one The resources mentioned in this episode are: Escape the generalist trap with my best-selling book “Anyone, Not Everyone” and discover how to become the go-to agency in a vertical market  https://www.AnyoneNotEveryone.com  Connect with Karl Sakas on LinkedIn: https://www.linkedin.com/in/karlsakas/  Free resources for agencies from Karl Sakas Calm the Chaos book, including free sample chapter (available via Amazon worldwide) Work Less, Earn More book, including free sample chapter (available via Amazon worldwide) Save $150 on "Control (and Maximize) Your Agency Exit" training, with discount code COREYQUINN at checkout Save $100 on "How to Stop Scope Creep" training, with discount code COREYQUINN at checkout 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com. This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month. This episode was produced and brought to you by Reignite Media. #agencygrowth #agencylife #niche #marketingagency #deepspecialization #podcast

    46 min
  4. From Side Hustle to Sold: Scaling with Conversion Rate Optimization | Ned MacPherson

    MAR 5

    From Side Hustle to Sold: Scaling with Conversion Rate Optimization | Ned MacPherson

    In this episode of Deep Specialization, host Corey Quinn sits down with Ned McPherson, Chief Growth Officer at Power Digital and founder of Endrock Growth and Analytics. Ned shares how he turned a side hustle into a 120-employee agency, scaled it organically through conversion rate optimization (CRO), and sold it to a private equity-backed firm in just four years.  Discover the secrets to his rapid growth—zero salespeople, 100% referrals, and a laser focus on delivering results. Ned also reveals why he rolled equity into Power Digital, the power of product-market fit, and his top advice for agency owners eyeing an exit.  Packed with insights on specialization, client retention, and navigating acquisitions, this episode is a must-listen for agency leaders ready to scale smart. Episode Highlights: - Scaling Through Specialization: How focusing on conversion rate optimization helped Endrock Growth scale to 120 employees before acquisition. - Winning with Data: Why analytics-driven marketing is the key to improving conversion rates and optimizing performance. - The Power of Responsiveness: How organization and quick client communication set agencies apart in competitive markets. - Strategic Acquisitions: What agency owners need to know before selling—and how to ensure cultural fit in M&A deals. - Providing Value for Free: How offering complimentary audits and insights can accelerate agency growth and client trust. Key Insights: - Use Data to Drive Growth: A strong analytics foundation helps agencies make informed decisions and improve client results. - Stay Financially Vigilant: Keeping a close eye on profitability and cash flow is essential for long-term agency success. - Client Experience Matters: Fast response times and clear organization can make or break your agency’s reputation and retention. - Prepare for the Future: Whether scaling or selling, having a clear vision and strategy ensures your agency stays on the right track.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Power Digital Marketing: https://powerdigitalmarketing.com - Check out Endrock Growth & Analytics: https://endrock.software - Connect with Ned on LinkedIn: https://www.linkedin.com/in/ned-macpherson-3029a120 - The Evolution of Agency M&A: Why Specialists Command Higher Valuations with Todd Taskey: https://www.coreyquinn.com/podcasts/the-deep-specialization-podcast/episodes/2148948977 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    41 min
  5. 3 Secrets to Sustainable Agency Growth: Hiring, Specializing, and Knowing Your Why | Jacob Baadsgaard

    FEB 26

    3 Secrets to Sustainable Agency Growth: Hiring, Specializing, and Knowing Your Why | Jacob Baadsgaard

    Struggling to scale your agency and get ahead of your competition? In this episode, Corey welcomes Jacob Baadsgaard, Founder and CEO of Disruptive Advertising and Disruptive University, to break down his strategies for building and scaling a high-performing marketing agency. Jake shares how a strong sales strategy, smarter hiring practices, and a greater focus on clients helped Disruptive Advertising become a leading agency in the marketing world. Stop wasting your budget on strategies that aren’t working. If you want to scale smarter and achieve sustainable growth, get ready to take notes! Episode Highlights: - Grow Your Agency Sustainably: Inbound marketing strategies that fuel sustainable growth - Niching Down: The biggest pitfalls of expanding service offerings—and how to avoid them - Hiring Strategies: Why hiring for adaptability beats hiring for experience - Managing Client Success: Why account managers are powerful drivers of client success - Lead With Purpose: How defining your "why" leads to purpose-driven leadership - Beat the Competition: How to leverage data to give your agency a competitive edge   Key Insights: - Use Data to Make Choices: Data-driven decision-making is crucial for making informed, effective marketing choices that drive agency growth. - Hire for Adaptability: Hiring for drive over experience allows you to build a more adaptable team that can grow with your agency. - Relationships, Retention, Referrals: Strategic client relationships built on trust and understanding lead to better retention and more referrals. - Know Your “Why”: Knowing your agency’s purpose keeps everyone aligned with your vision, fueling motivation and long-term success.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Disruptive University: https://www.disruptiveuniversity.com - Check out Disruptive Advertising: https://disruptiveadvertising.com - Connect with Jake on LinkedIn: https://www.linkedin.com/in/jakebaadsgaard   👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    52 min
  6. From Phone Book to Fortune: How Brandon Wheeler Scaled an Agency to Millions

    FEB 19

    From Phone Book to Fortune: How Brandon Wheeler Scaled an Agency to Millions

    In this episode, Corey chats with Brandon Wheeler, Founder/President at Marketing Six, about how he helped build Scorpion into a dominant force in legal marketing before stepping away to forge his own path. Brandon shares the lessons he learned scaling a niche agency, the challenges of hiring and leading a sales team, and the strategies that drive long-term client relationships. He also opens up about balancing work and family and why true success goes beyond financial gain. If you want to grow a specialized agency, build strong client relationships, and create a business with real impact, tune in. Episode Highlights: - Scaling Scorpion: How Brandon co-founded and scaled Scorpion into a leading legal marketing agency - Building a Sales Team: The biggest challenges of hiring, training, and managing a high-performing sales team - How to Create Impact: The mindset shift that took Brandon from feeling unfulfilled to making a real impact - Growth Strategies: Why client relationships and trust are the key to long-term agency growth - Finding Alignment: How agency owners can align their business with purpose and long-term vision - Work Life Balance: Strategies for balancing agency growth with personal well-being and family life   Key Insights: - Specialization Drives Growth: Scorpion’s success stemmed from focusing on a niche market (attorneys), proving that serving a well-funded, specific industry can accelerate agency growth. - The Right Business Partner is Critical: Choosing a fully committed partner, not just someone involved, can make the difference between scaling successfully and struggling with misalignment. - Client Intake Can Make or Break Success: A well-optimized intake process is essential for converting leads into high-value clients and ensuring marketing efforts translate into real results. - Take the Leap! There’s Nothing Stopping You: Scaling an agency is daunting, but the biggest barrier is often hesitation—start creating your vision and take action.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Connect with Brandon on LinkedIn: https://www.linkedin.com/in/wingmanbrandon - Check out : Marketing Six: https://marketingsix.com - Follow Marketing Six on TikTok: https://www.tiktok.com/@marketingsix - Follow them on Instagram: https://www.instagram.com/marketing.six - Check out Scorpion: https://www.scorpion.co 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    52 min
  7. Building a Burnout-Proof Agency That Can Scale w/ Steve Guberman

    FEB 12

    Building a Burnout-Proof Agency That Can Scale w/ Steve Guberman

    Sick of burning out with little growth to show for it? In this episode, Corey welcomes Steve Guberman, an agency coach and Founder of Agency Outsight, to find out what it takes to build and scale a sustainable, thriving agency without burning out. Steve shares wisdom from his journey through the agency world and the hard-earned lessons that shaped his approach to leadership, specialization, and long-term success. From niching down to leveraging AI and mastering delegation, Steve breaks down the strategies agency owners need to move from reactive to proactive - and achieve an ROI that reflects that transformation. Episode Highlights: - How Specialization Drives Agency Growth: Why niching down leads to higher profits and long-term success - Avoiding Burnout as an Agency Owner: How to use creative outlets and mindset shifts to stay energized - AI in Agency Operations: How artificial intelligence is changing the way agencies scale and streamline processes - Mastering Delegation & Leadership: Proven strategies to build a strong team and step out of day-to-day operations - Setting Goals That Actually Work: How to align personal values with business objectives for sustainable growth - Proactive vs. Reactive Agency Management: The key to staying ahead and avoiding common scaling pitfalls   Key Insights: - Specialization Drives Success: Focusing on a niche improves efficiency, profitability, and competitive advantage. - Authentic Goals Lead to Sustainable Growth: Avoiding copycat goals and aligning business objectives with personal values creates long-term fulfillment. - Preventing Burnout is Essential: Creative outlets and regular self-reflection help maintain energy and leadership effectiveness. - Delegation Fuels Scaling: Documenting processes and trusting your team frees up time for strategy and growth. - Proactive Leadership Strengthens Agencies: Clear vision, open communication, and strategic decision-making drive long-term success.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market - Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Connect with Steve on LinkedIn: https://www.linkedin.com/in/agencycoach - Check out Agency Outsight: https://www.agencyoutsight.com - Follow them on Instagram: https://www.instagram.com/agencyoutsight - Subscribe to their YouTube channel: https://www.youtube.com/@agencyoutsight - Listen to the Agency Bytes Podcast: https://www.agencyoutsight.com/podcast - Join Steve’s monthly mastermind: https://www.agencyoutsight.com/sounding-board 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔 😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com. This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    50 min
  8. How Niching Down Scaled This Agency to 700+ Clients

    JAN 31

    How Niching Down Scaled This Agency to 700+ Clients

    In this episode, Corey chats with Stephen Reinstein, Founder & CEO of Market Muscles, about how he scaled his niche web design agency to serve 700+ martial arts and dance studios. Stephen reveals how he built a customer-centric product tailored to his industry and the strategies behind his success—from leveraging trade shows and joint ventures to hiring for empathy and creating a standout sales experience. If you want to grow a deeply specialized agency and build a product clients love, this episode delivers. Episode Highlights: - How dropping out of high school led Stephen to build a thriving specialized agency - The unconventional strategy that helped Market Muscles land its first clients - Why joint ventures with industry leaders are a game-changing strategy for scaling an agency - The secret to creating a SaaS product that anticipates customer needs before they even ask - How hiring for empathy transformed Market Muscles’ customer support and client retention - The $18,000 lifetime value insight—and why satisfying customers goes beyond just good service - Why your customers will only love your business as much as your employees do—and how to build a company culture that reflects that Key Insights: - Niche Down to Scale Up: The fastest way to grow is by owning a specific market where your expertise and passion give you a competitive edge. - Partnerships Accelerate Growth: Strategic collaborations, from joint ventures to trade shows, can open doors to new clients and opportunities you can’t reach alone. - Solve Problems Before Clients Notice Them: The best digital products anticipate customer needs, making the experience seamless, valuable, and effortless. - Your Team Defines Your Success: A company’s culture shapes its client experience—invest in hiring and supporting the right people, and growth will follow.   The resources mentioned in this episode are: - Become the go-to authority in your perfect vertical market! Join Corey’s 3-Month Intensive Program: http://coreyquinn.com/dsa - Check out Market Muscles: https://marketmuscles.com - Connect with Stephen on LinkedIn: https://www.linkedin.com/in/stephen-reinstein-1790455a - Follow Stephen on Instagram: https://www.instagram.com/sreinstein - Follow Market Muscles on Instagram: https://www.instagram.com/marketmuscles - Connect on Facebook: https://www.facebook.com/sreinstein - “Peak: How Great Companies Get Their Mojo from Maslow” by Chip Conley: https://www.amazon.com/Peak-Great-Companies-Their-Maslow/dp/0787988618 👍If you liked this episode, please rate and review us on Apple Podcasts, and be sure to hit the subscribe button! 🔔   😡Frustrated with a lack of results from outbound? I'd like to give you my free 6-day email course that will transform your outbound program from broken to consistently driving new sales opportunities. Sign up here: GetOutboundROI.com.   This episode is sponsored by E2M, the #1 white-label partner for digital agencies. Visit https://www.e2msolutions.com/the-deep-specialization-podcast to get 20% off your first month.

    50 min
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    About

    Everyone knows the power of focus in business, but not everyone knows how to do it well. On this show, you'll hear from 7, 8, and 9-figure founders and executives who've been wildly successful by taking a vertical or multi-vertical approach to growing their business. You'll hear stories about how they started, what they did to grow their business and ultimately what made them a success. If you're thinking about focusing your business on one or more verticals, this show is for you.

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