Episode description
“Pick a niche and then find a niche within the niche.” – Adam Turinas, Founder of Healthlaunchpad.
Today’s "Vertical-Go-To Market" guest is the Founder and CEO of Healthlaunchpad, a company that specializes in account-based marketing and marketing-as-a-service in the healthcare technology vertical.
Adam knows how to keep things niche, and moreover, how to differentiate your offering to a point that your only competitor is the client’s marketing organization itself.
Having racked up decades of experience in the traditional and digital agency business, and a successful stint founding and selling a healthcare software firm, Adam returned to his agency roots to build his current business, Healthlaunchpad.
In 2020, the onset of the pandemic forced Adam to take a predominantly content-led approach to marketing. In this episode, Adam details how that journey propelled a whole new business in his niche, and how he built his proprietary approach, the four-corner marketing strategy that leans on content, SEO, social media, and partnerships.
Tune in for a look into:
- Account-based marketing.
- Selling in a complex niche.
- Expanding services beyond marketing.
- Growth through partnership referrals.
- Wins and challenges in agency sales.
Here are some actionable key takeaways for agency founders:
- Expand your revenue from your existing client base.
- Beyond marketing, think what other problems you could help solve through services.
- Hire sales with complementary and unique skill sets for long-term success.
- There are two-ways to specialize: industry and services.
The resources mentioned in this episode are:
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