Preview Mode Links will not work in preview mode

The Marketing Agency Leadership Podcast

Jul 2, 2020

Justin Gray is CEO and Founder of LeadMD, a performance marketing consultancy. The agency concentrates on achieving tangible, holistic business goals – defining a buyer, launching a product, increasing revenue – to produce bottom-line impacts, rather than focusing on middle-process goals such as website or cost-per lead-optimization. Most of LeadMD’s over 3,500 clients are B2B and B2C considered-purchase organizations – big market enterprises of $100 million and up. 

A “considered purchase” is a complex buying decision, fraught with emotional and financial risks and potential rewards – one that requires extensive pre-purchase research and evaluation. In B2B, this space might include software purchases, but it is more than that. LeadMD’s clients include technology providers (50% of clients are software providers), healthcare, manufacturing, financial services, and “anyone with a channel sale type of go-to-market.”

LeadMD bridges the space between being a global strategy consultant and providing regional implementation. The agency has data science, strategy, and go-to-market teams – who set strategies, plug those strategies into a broad range of systems and marketing platforms, build processes that work for clients, measure results, and optimize performance over time. Justin says that broad scope of function is rare in the B2B space. LeadMD’s consultants find the diversity in clients, the variety and unpredictability of problems and solutions, and the challenge of cobbling together customized solutions . . . exciting, and average 5 to 10 active, and widely-different campaigns a month. Close client relationships are critical. 

New clients may come to LeadMD with a particular goal. The agency uses its “Catalyst Marketing Framework” that clearly states the client’s objective and then provides a “laundry list” of what the client will need to have solidly in place in order to achieve the stated objective. This helps them align their activities to the objectives, and, in the end, produce significant, relevant outcomes. 

Justin has discovered over the years is that many clients believe they already have a full understanding of their buyer profile. Often that “full understanding” is only superficial. Do they really know who their buyers are? All of them? Then, do they know the platforms where their buyers “hang out”? Probably not. Yet that information is critical to know because those platforms are where LeadMd’s clients need to focus their marketing efforts. 

LeadMD’s 3-person data science team digs in at a deeper level that its clients have – researching the market, defining buyers, assembling ideal customer profiles – and then translates that information into engagement and messaging frameworks.

LeadMD utilizes role-based psychological/personality profiling to select candidates who will strengthen the organization—either by reinforcing role-desirable traits . . . or by bringing a new direction to the role. The hiring process can take as long as 2 months. Fifty percent of the organization is employee owned.

Justin can be reached on LinkedIn, on Twitter @jgraymatter or on his agency’s website at:

Transcript Follows:

ROB: Welcome to the Marketing Agency Leadership Podcast. I’m your host, Rob Kischuk, and I’m joined by Justin Gray, CEO and Founder at LeadMD based in Scottsdale, Arizona. Welcome to the podcast, Justin.

JUSTIN: Thanks, Rob. Appreciate you guys having me on.

ROB: Fantastic. Why don’t you tell us about LeadMD and where LeadMD excels?

JUSTIN: LeadMD is what we describe as a performance marketing consultancy. It basically just means that our outcomes are aligned to tangible business goals, whether that be revenue increase, product launches, defining a buyer – something that’s going to have a real tangible impact, not on the tactical side.

We don’t get into any engagements where we’re trying to optimize a website or a cost per lead. It’s going to be more holistic than that. Although we might conduct those tactics, we really desire to impact the bottom line of our clients – which are predominantly B2B and B2C considered-purchase organizations, big market enterprise.

Our secret sauce, or where we made our bones, is by operating bridging two different spaces. Normally you either work with a really high dollar, white shoe global consultancy like Accenture or Deloitte and they will help you set your go-to-market strategy or your marketing strategy, and then you’ll work with a much more regional partner that’s going to help you, maybe even an independent consultant that would pop in and help you operationalize that stuff. We do both, and we beat out the Deloittes and Accentures of the world every day.

Our real claim to fame is that we do stuff. Marketing operations is really the backbone of our organization. We’ve got the data science team, we’ve got a strategy team, we’ve got a go-to-market team, and these are all really smart people. But the thing that makes them truly unique is they know how to go plug that strategy into systems and make it work and measure it and optimize it over time, which is just a real rarity, unfortunately, within the B2B space.

ROB: For sure. You cast an interestingly wide net with your description that is still narrow in an interesting way. You said B2B and B2C considered purchases. A lot of times I think when you look at performance marketing groups, that B2B considered purchase dials in pretty tightly on let’s say software. There’s not a lot of white space around that. But it sounds like when you talk about considered purchase in consumer and non-software – where does the rest of the range go beyond that preconception about software, software, software?

JUSTIN: We’ve got probably five – because we’ve been in business for over 10 years, we’ve followed the marketing automation maturity curve, and we’re a primary partner of many of those providers. I’ve got over 3,500 customers, literally from vape pens to traditional software providers and everything in between.

But the primary concentrations we see are obviously technology providers, as you mentioned, software. Then healthcare, and that bifurcates itself into the payer/provider side and then the med device side. Both those industries, we’ve had a really strong footprint in. Then manufacturing. I describe it as when your grandma gets an iPhone happening in manufacturing right now. A lot of these organizations have really archaic marketing practices, but they’re springing forward into the latest and greatest because it’s become standard at this point. So manufacturing is a big one for us. Financial services, everything from traditional banking to online banking to credit unions.

And then really, anyone with a channel sale type of go-to-market. That can be insurance brokers, that can be real estate – commercial real estate, predominantly. Anyone that’s selling through the channel is also where we’ve seen a big concentration. But definitely, of that 3,500+, you’re probably dealing with about 50% that falls into the software provider space. Still a big industry for us.

ROB: Sure. But a fascinating range beyond that. If somebody looks you all up on LinkedIn, at least, if LinkedIn is to be believed, you have dozens and dozens and dozens of employees, but it sounds like you’re talking about quite a variety of products and perhaps even thousands of customers. It seems like there’s a story of tremendous leverage in there that I’d like to dig into a little bit, that you can be effective across such a range and across so many customers.

JUSTIN: Yeah. I think that’s just a function of necessity. With the rise of marketing automation and therefore marketing ops, there was this big talent vacuum that occurred. As we were building this agency and bringing people on and training them – and even advertising to them why they should come work for us versus go to the client side – the fact that they’re going to get exposure to – our average consultant is running between 7 and 10 active projects every month. That’s an incredible amount of exposure that they’re getting.

As I mentioned earlier, both from the strategy side of the house – fundamentally, how are they going to market? What does their buyer look like? How are they engaging this individual? – all the way down into how we make a platform like a Marketo work for that business. We’re talking to a retail burger chain right now. Loyalty programs are their predominant reason for up-leveling their marketing ops tech stack and therefore the surrounding strategies.

That’s so much different than talking to a traditional B2B software provider. I think that’s what frankly is the interesting part about what we do, and that’s also what we hear from our employees over and over again, like, “I don’t know what my day is going to look like, and that’s the exciting part about it.”

ROB: Sure, you have 7 to 10 different customers, each of which could ask you an interesting question that day or have something in their tech stack that might not be working quite as they hope. Do your teams specialize in particular marketing automation suites? Also, something I think is different – many agencies we’ve talked to will specialize in one. They’ll have HubSpot and just be trying to increase the quality of metal that is associated with their agency with relation to HubSpot. Platinum, or I guess you can go to gems, too, with Diamonds. How do you think about the right tool for the client?

JUSTIN: We were born as a Marketo consultancy, but right around the 2013-14 mark, we decided – Marketo was a predominant provider, and obviously still is, although owned by Adobe. What approach do we really want to be known for? Do we want to be known that all roads eventually end up at Marketo, or do we want to be a customer-driven solution provider?

At that point, although we still have partnerships with all of these different providers, we really do take an agnostic approach where we’re trying to understand, fundamentally, what is this business trying to accomplish? What is the best tech stack to reinforce that? And oftentimes that does go against hype. We may be recommending Pardot. We may be recommending an ESP, something that’s much more in tune with the business goals rather than our traditional partnership.

We do have specializations internally, certainly. We’ve got folks that have a big Pardot footprint, HubSpot footprint, Marketo footprint. If you think about the 6,000+ martechs on the market today, that gets pretty complicated pretty quickly. But really, we structure ourselves down into practices, and all of that will fall within our revenue ops practice. So those folks are constantly thinking about what skillsets we have, how we up-level those, how we maintain our certifications, and ensure that whatever comes long, we’ve got enough context to give the best performance for the customer.

ROB: I think something that’s implied – and tell me if I’m reading this correctly – by the tool stacks you’re mentioning, your Pardots and your Marketos and whatnot are a little bit upmarket from the entry level marketing automation platforms. Is that a selection filter for the type of customer, or is that an outworking of the type of customer that you tend to pursue?

JUSTIN: Yeah. When I say big market, I really mean $100 million and up. Everyone’s got a different definition of their market levers, but for us, our best client starts around $100 million and goes up from there. I’ve got a Fortune 3 company right now that has an active engagement with us. So it is that mid enterprise level footprint.

ROB: That sort of client often has a very high expectation of touch and relationship with their marketing providers. With that 7 to 10 customer per staffer ratio, the accounts they’re serving, how do you retain that sense of touch? Or is it really, because you’re delivering results, the touch is a little bit easier to manage and you’re not just trying to say sweet things to them?

JUSTIN: I would say regardless of how we’ve grown or scaled, the customer relationship has always been the centerpiece there. You’re never going to get away from the fact that when something goes wrong or a customer has a question or a customer just wants a piece of information as they’re going into a board meeting and they need that final piece that’s going to make them look awesome, they’re going to want to reach out and have someone answer the phone, answer their email, be on Slack, whatever it happens to be.

Relationship is absolutely critical. Again, I think that’s a unique element when you see an agency of our size that’s still able to maintain not only great client relationships, but personal relationships within that. We’ve got folks that have called us on weekends where it’s not our problem, it’s not even in our space – maybe something happened in IT – but marketing knows that they’ve got this great partner that is great at problem-solving, and “Hey, let’s reach out to them and see if they can help us.” I’ve been on those calls on Saturdays before.

It’s a tricky line. You want to make sure that you’re setting boundaries and you’re letting the client know, ultimately, we want a relationship and a partnership here, not something that’s going to feel like a whipping boy. But I do think you can’t get away from that within an agency. Any time you try to automate and people insert these separated ticketing systems and portals and things like that that their clients have to go through, I think that’s always a bastardization of the client relationship.

When I say 7 to 10, also, I should clarify that they may be hopping in and doing a piece of that project. Fundamentally, we’ve got principals aligned to those accounts that do all the account management and the relationship management. Because of your specialization, you might need to hop in and troubleshoot something on a Pardot platform or help with an integration for Marketo. But it’s really critical that we maintain a one to few relationship with the folks that are charged with managing that relationship.

ROB: That’s aligned with what you mentioned earlier, with those different practice teams. But you probably didn’t start off with a variety of practice teams, so how did this whole LeadMD thing get started?

JUSTIN: The short answer is accidentally. Yes, you’re absolutely right. Most agencies always start in the same manner, which is one person aligned to an account, like “Just don’t piss them off. Just don’t have these guys call me and say, ‘You’re providing terrible service.’” Everyone focuses on that one to one. I think agencies go through a number of maturity inflection points, but certainly when you realize that’s not going to work for your business long-term is probably one of the most difficult.

But back to your question in terms of how this got started. I was a very young VP of Sales and Marketing at a payment startup. It was actually my first venture into startup world. I graduated in marketing. I had three marketing jobs after college; I hated all of them. Suddenly I stumbled upon this new world, which was startup. I completely fell in love with it from every dimension that you possibly could.

In that business, we were selling through channel partners. We had 30+ different partners where our solution was integrated. It was a payment technology system. When we went to market and we marketed, we had to look like we were either marketing on behalf of that partner or co-marketing with that partner. We had that built into our standard agreements with them.

I was managing an ESP with that requirement and pulling lists and sending out these blasts and trying to make it seem like it was a lead nurture thing, although we didn’t even know what to call it back in 2006. Went out to Dreamforce and was talking to one of my buddies out there who owned a Salesforce agency. He said, “Hey, you should really talk to these guys over here.” We stumbled upon Eloqua, and I was like, “Wow, what is this?”

So, we did this whole evaluation of marketing automation platforms back then, like V Trends. There were so many that are not around any longer. In fact, the only two that were in that cycle were Eloqua and Marketo. Marketo I stumbled upon eleventh hour. They had a little 10 x 10 kiosk out at Dreamforce, if that tells you anything about the year.

ROB: [laughs] Which would still set them back a pretty penny.

JUSTIN: Right, totally. Jon Miller, who’s one of the founders, was working the booth. Bill Binch, who went on to become their CRO, was working the booth. I talked to those guys and described what I was looking for, and they showed me their platform. I was just blown away by the drag-and-drop nature, the intuitiveness of it and so on. I signed the contract right at that show.

We came back, we implemented it, loved it, rolled it out to my team. Eventually I sold my piece of that business and figured I was going to do the typical, “Hey, let’s go live in Italy for a year and take a year off” and so on and so forth. I flew over there. I took two weeks off. While I was over in Italy, a couple of my relationships called me and said, “Hey, can you do what you did over at this company,” which was called Billingtree. I said, “On a consulting basis? Sure, let me figure out what that would look like.”

Those three clients who reached out became our first three retainer relationships. It was just me, operating in a spare bedroom, supporting these guys. Fortunately, because of the advent of marketing automation and the rise of these technologies, the phone just kept ringing. I had to bring on employees at that point, and before you knew it, we had 12 employees and I had to take an office space.

Truly an accidental business for me. Not something I ever intended to get involved in. Never had run an agency before, never had run any sort of people-based business before. Always technology or payments. Just a really interesting experience that has really become the heart and soul of my businesses.

I’ve sold four businesses since I’ve had LeadMD as an agency, and it’s definitely the one that I am the most emotionally attached to.

ROB: With the timing of you starting that business, you were a little bit before businesses probably cared about social in any way. Is that accurate?

JUSTIN: That was the big conversation at the time, like, is social going to catch on? Who should be on social? Just like marketing automation, there were like 100 different social media platforms, like Big and – God, I can’t even remember all the names of them. Just these random little – so everyone was playing around.

I was thinking about it the other day. I can think of days where all I did was set up profiles on different social media platforms because we had no idea what was going to take off. Obviously, for business, LinkedIn has become the home for everyone, and that’s where we spend the majority of our day from a sales engagement standpoint, from a content publication standpoint.

But yeah, early days, that conversation was taking place across social, it was taking place across CRM, it was taking place across marketing technology and marketing automation. No one really knew what any of this stuff was going to become and if it was going to catch on. My early content creation was centered on that, like “What is this marketing automation thing and why should you care?”

Every once in a while, I’ll feel one of those little waves come around. Manufacturing went through that 2-3 years ago, where they’re asking, “What is marketing automation and why should we care?” You get these little flashback moments as laggard industries fall into more desire for digital transformation and so on. It’s interesting to feel that nostalgia when those circles come back around.

ROB: I imagine when manufacturing comes around to it, you probably have some playbooks in place and some understanding of how to measure success. How do you help filter when clients are asking – you have some industrial software company who comes to you and says, “Tell us about TikTok.” Who’s to say that TikTok doesn’t become – at one point in your business, I imagine LinkedIn was not a place where people should be spending time. How do you start to filter and maybe experiment when something is potentially relevant, kind of relevant, or strategically critical?

JUSTIN: Fortunately, questions like that all root back to the same answer, and that’s the buyer. It’s a great emphasis for us to start the conversation on “How well do you know the buyer that you’re trying to engage? Are they spending their time on these platforms?” and really have that be the guiding light around a recommendation.

Oftentimes when we first engage with a client, we’ve got what we call our Catalyst Marketing Framework. Essentially, it’s just a big menu of dependency, like, “Hey, I want to launch this product in EMEA via a demand-generation go-to-market.” “Great, here’s the 15 things that you need to have in place and shored up at a decent maturity level in order to succeed within that.”

The box that always gets checked on there, i.e. the customer feels like they’ve done a great job around it, is, “I do customer profile research and buyer personas.” Then as we proceed down an engagement, that’s also the box that tends to get rewound and revisited. We say, “Well, you felt pretty confident in that, but as we dug into the research that you have and the information you have around your buyer, there’s some gaps there. Let’s dive in and help you better define that process.”

We have stood up a data science team. It’s small but mighty. It’s literally three people, but they’re producing some awesome, awesome results in terms of market research, buyer definition, ideal customer profile assembly, and then the translation of that into engagement and messaging frameworks.

Long story short, we answer those questions through the lens of the buyer, and it’s a great opportunity for us to dive in where often a superficial look at who the buyer is has been conducted in the past.

ROB: Right. I think a lot of businesses are pushed into inventing a fairytale about who their ideal customer profile is, and you having three data science people who know what to do with the data is many steps ahead from the forced hypothesis I think a lot of businesses get into.

JUSTIN: That’s the danger of data science, actually. The one thing we’ve learned about these services is you really have to set a strong foundation for the fact that data is going to be the determinant of what we do. Even when you think about the narratives that happen within an organization – like I’m extremely opinionated about who our ICP is. I get challenged all the time from our marketing team, like, “Is that truly correct still? That’s something that was true 5 years ago. Let’s go out and go into the market and do some research and validate that.”

If you’re going to open that door, you have to open the door to being really uncomfortable, because what you often find from a data perspective is incomplete data. It’s the fact that you can’t draw those lines without going out and doing customer interviews or prospect interviews and employee interviews. Therefore, organizations really have to be prepared to say, “A lot of these maxims that we’ve held up are not supported by data and may be untrue.”

We’ve had to do a lot of expectation setting around the engagements that involve data science because the results are often quite different from what the internal narrative actually is.

ROB: For sure. I appreciate your willingness to be questioned and not just to say, “I’m right and I know because I’m in charge and I’ve been doing this for a while.” I think that willingness to be wrong probably helps model what your own team does in engaging with clients and how to guide them through that process gently, where they may be wrong, but you’re really just interested in helping everything be right.

JUSTIN: I’ve had some meetings in the past where maybe we’ve involving a vendor or someone from the outside is sitting in – we had a leadership coach in, in Q4, and they were in one of these meetings and afterwards said, “Wow, the way your staff questions the things that you say, are you ever bothered by that?” My mantra is ruthless pragmatism. If you see something that doesn’t make sense or isn’t supported by something or you think it’s assumed or you think there’s a better way to do something, everyone here has the license to dive into that and really question that.

I think sometimes that can be a bit uncomfortable for people from the outside. They have these strong lines of strata that are drawn where it’s like someone breezes into a meeting, says something, leaves, and everyone just has to go run and do it. I think that’s the value if you’ve got a really strong team and you embrace becoming a people-based business.

ROB: That ruthless pragmatism sounds like a cousin of radical candor and that whole line of thinking. Have you had people where it turns out that it may not be a fit for the organization with that level of candor? Is there a way you filter for that on the way in?

JUSTIN: We’ve done probably more work than I even want to admit around trying to profile for hiring and really getting into role-based profiling. We have a 200+ question survey. You don’t have to answer all the 200 questions; it just says, “Answer these for an hour. Do at least 100 of the questions.” It is a psychological survey – I forget who publishes it; some university – but our data science team got a hold of it and scrubbed out a few questions that are inappropriate for an employer to ask, and now we give that up front.

We don’t provide the results of that survey to our team until someone’s ready to make an offer. What we’ve done is essentially taken all of our employees, had them complete that survey – it is a personality survey, akin to a DISC or a Briggs-Meyer, and it really gives great insight into the traits and the skillsets someone’s going to have. But we’ve also scatter-plotted those around role. So, we know that in our project management role, here’s the big skillsets that stand out. We take the lens of, do we want to change that? Do we want to bring in someone that’s more extroverted to push the team into a certain direction, or do we want someone that fits the existing mold?

I will caveat all of this that we are by no means where we want to be in this process. It’s always a maturity curve and a learning process. But I think for an agency, every single person I bring in is going to develop personal relationships with the client – I don’t care if it’s an associate, which is our lowest level of consultant, least amount of time in the chair; if we lose that individual, someone’s going to say, “Hey, are you guys okay over there? I was really enjoying working with so-and-so. They’re the key to my account.”

Any loss of employee, whether it’s voluntary or involuntary, is a natural stick in the eye of an agency, so we have to be really careful about who we bring in. We have to be really intentional about the types of people we’re looking for. It all boils down to the desire to employ owners, like people that are going to own whatever they’re working on. 50% of this organization is owned by our employees, literally, through an equity program. We want that to foster the type of environment that we’re trying to create and be a representation of that.

But that’s so difficult to uncover, even when you take 2 or 3 months through an interview process. There’s so much that comes out in the day to day that you just can’t get exposure to. Every day we’re trying to get better.

ROB: Fascinating, Justin. Based on what you’ve learned so far in building LeadMD, what are some things you might do differently if you were starting over right now?

JUSTIN: God, there’s probably a host of them. I would say certainly one of the first things I would do is go to specializations earlier. We spent a lot of time trying to hire for these unicorn generalists that could do strategy and be really adept at tactics. We spent a lot of time pulling our hair out, wondering, “Why can’t we find more of these people?” The short answer is because they’re incredibly rare and rarely exist. I would certainly go more into a segmented and a specialty type of approach earlier.

I’d also say – you have to remember the year that this was formed, 2009. People rarely knew what marketing automation was. They didn’t know what it did. Certainly no one was implementing it around any sort of consistent methodology. We productized our offerings very early, but when we did so, we also really painted ourselves into a corner. For a number of years, we became a Marketo implementation shop because all of our products were focused on that implementation or optimization motion.

Then we had to spend a lot of time unwinding that and getting back to our roots and fundamentals of starting with strategy, starting with the real reasons why, and building from there. The brand ramifications that that has in terms of the runway and the necessary rebranding and the time it takes to get that optic to change is something that added a lot of lead time to our business that I wish it hadn’t.

Productizations is really critical in terms of trying to define the quality of outputs, but I would not take such a laser-focused productization approach.

ROB: I want to pull on something there a little bit, because I think what may often happen is that you’re starting, and you’re the superhero, and then you hire some people who are pretty good superheroes too and do all of those things, but as you said, they’re sort of unicorns. I think sometimes there’s a tension in the billing model that can make pulling that apart a little bit difficult. You feel like, “I’m charging X amount for a superhero; how do I switch to charging for a team?” Was that something you learned, or did you have a different path through that transition and that challenge?

JUSTIN: Yeah, absolutely. Fortunately, there was a degree of immaturity and inexperience that set our original pricing. I’ll say something that’s quite embarrassing and I rarely admit: when we first launched this business, our rate per hour was $75 bucks an hour because I had no idea what the hell I was doing. Right now it’s $300, and $500 for end version work. So, we had a lot of room to grow there because I was charging $75 bucks an hour for my own time.

As we adjusted along the lines of what you’re describing, which is you have this rock star, “I’ve been charging X for them; now I need to scale, I need to charge potentially the same X for that individual,” we were able to scale our pricing up on the upper bound rather than having to have it come down. Early days, I had a lot of competitors that were very upset with me because of the pricing that we were introducing to the market, and it was just my own inexperience, quite frankly, that made that happen.

ROB: Now I think you have some pricing that is probably aspirational for a lot of people who are listening, who would like to figure out how to charge $300 or $500 just for their own time, much less for somebody who they’ve brought onto their team. I think there’s probably a lot to learn in the middle there that makes it easier to learn – 

JUSTIN: Sorry to interrupt, but we still run into downward pricing pressure, of course. We’ll run into a $25 million hypergrowth organization with another $50 million bucks in funding, and they have no problem paying for anything. Like, “Okay, great, send me over the MSA.” Then we’ll run into a global, highly visible, highly well known brand – and I won’t say the name, but the biggest rideshare organization out there – and they’ll throw something out like, “Hey, we don’t pay more than $165 an hour for consulting.” We went through an incredible procurement cycle there. We don’t dip down that low.

The only thing that really adjusts that mentality for the client, I think, is being able to call in references and referrals from folks that look like them that say, “Yeah, an hour with them is expensive, but only because it’s worth three employees. Only because it’s knowledge that you’re never going to get internally, you can’t hire for it, and it’s really uncommon what they’re combining over there.” You’ve got to build up – and certainly discounting and things like that are critical to building up those referral sources and getting people to take a chance on you.

But once you’ve got both a good stockade of references and folks willing to go to bat for you, I think that’s the most powerful lever that you can pull there. Like, “Let me put you in touch with someone that you respect that we’ve worked with, and let me have them give you the story.”

ROB: There’s so much wisdom there to unpack. You’re talking about the referrals; earlier, woven into the conversation, you also talked about LeadMD in a consulting role, and you talked particularly about benchmarking. You’ve positioned yourself alongside Deloitte and some other folks that I think really helps elevate that brand profile instead of saying, “Hey, we are Scottsdale Agency #25 and we are here to help you get some leads.”

JUSTIN: Yeah, totally. People think in terms of stories. How many people have put “We want to be the Facebook of X or the Uber of Y” in their pitch deck? People need frames of reference, and I think that really helps them do so. We are the combination between the best strategic Deloitte out there and the best independent consultant you can think of, because they both have really great aspects to them, but they also both have downfalls. The reason we exist is to eliminate those downfalls.

So I agree. I think you need to speak their language. There needs to be a shared vocabulary established there.

ROB: Really solid. Justin, when people want to find you and LeadMD, where should they go?

JUSTIN: They can of course go to the Google machine, but the best channel to get me at is certainly Twitter or LinkedIn. I’m @jgraymatter on Twitter. On LinkedIn, you can just search for me, Justin Gray. LeadMD is just

We use Drip, so there’s a little chat feature on there. You can mention that you want to chat with me or anyone within the organization, and we can hop on and have a bit of a discussion there. I love to talk to anyone that’s curious about business, marketing, sales, life, any of those topics. I’m happy to lend my time. I find those conversations very interesting. So if you have a question, please reach out.

ROB: Perfect. Thanks so much, Justin, for coming on and sharing so much about that LeadMD journey. It sounds like a really excellent ride.

JUSTIN: Thanks, Rob. Appreciate it.

ROB: Thank you. Take care.

Thank you for listening. The Marketing Agency Leadership Podcast is presented by Converge. Converge helps digital marketing agencies and brands automate their reporting so they can be more profitable, accurate, and responsive. To learn more about how Converge can automate your marketing reporting, email, or visit us on the web at