IGO Ep. 14 | Trailblazing Growth: Why the Client Journey Is the Real Growth Strategy

Most advisors think trust begins at the first meeting.In reality, prospects have already made up their minds long before that conversation ever happens.In this episode of In Good Order, host Ben Braverman sits down with Joel Crampton, founder of CMO Alpha and author of Trailblazing Growth, to discuss how today’s consumers spend roughly 75% of their buying journey researching before they ever reach out.By the time a prospect contacts an advisor, they have already reviewed the website, scanned LinkedIn, and formed an opinion about credibility, clarity, and trust.This conversation explores:• Why the client journey starts earlier than most advisors realize• How niche marketing creates clarity even when it feels uncomfortable• Where advisors unintentionally lose trust before the first meeting• Why strategy matters more than tactics in modern marketing• How the fractional CMO model helps firms grow with focus and intentionIf your business depends on trust, long-term relationships, and high-stakes decisions, this episode will change how you think about growth.Follow In Good Order for thoughtful conversations on leadership, marketing, and building businesses that operate with clarity and purpose.