Growth-Minded Marketing

Most B2B marketing fails—not from lack of effort, but lack of a system. Here’s how to fix it.In this episode, you'll learn: Why doing “more marketing” isn’t the same as having a system  The real reason most B2B marketing efforts fail (tactics before strategy)  What a marketing system actually is—and how it differs from campaigns  The 5 core components every effective marketing system needs  Why systems create compounding growth while campaigns stall out  How content builds trust before sales conversations ever happen  The role of AI search in shaping modern B2B marketing  How to align marketing and sales to drive real revenue  The key metrics that actually matter (and what to ignore)  4 simple questions to determine if you have a system—or just activity Timestamps:0:00 — Intro: The "why isn't our marketing working?" question0:44 — Welcome to the Growth-Minded Marketing Podcast1:14 — Today's topic: What a marketing system actually is2:05 — What a company without a marketing system looks like5:05 — The root cause: tactics before strategy7:53 — What a marketing system actually is (the EOS analogy)9:52 — The biggest benefit of running marketing like a system14:42 — The 5 core components of a marketing system15:08 — Component 1: Strategy17:01 — Component 2: Website21:27 — Component 3: Content25:51 — Component 4: Sales Alignment28:01 — Component 5: Reporting31:07 — Do you have a system or just marketing activity?31:51 — Audit Q1: Do you have a written strategy?32:16 — Audit Q2: Is your website generating qualified leads?32:44 — Audit Q3: Does sales use marketing content?33:10 — Audit Q4: Can you explain what's working?34:52 — Action step + how to work with Way Find MarketingResources Mentioned:Wayfind Marketing Learning Center What Is a Marketing System — and Why Your B2B Company Needs OneWhat We Mean by Strategy First Marketing (And Why It Matters)The Problem with Vanity Metrics Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

Do you actually know how much your company should be spending on marketing — not what you spent last year, not a gut feeling, but a number tied to where you want to go? If the answer is "not really," this episode is for you.In this conversation, Wayfind Marketing CEO Steve Phipps pulls back the curtain on one of the most common questions he gets from B2B leaders: How much should we be investing in marketing? The answer isn't a single number — it's a framework, and the structure behind the number matters just as much as the dollar amount.In this episode, you'll learn:The 3–10% revenue range for B2B marketing investment and how to find your right number based on your growth stageThe 5 budget categories every B2B marketing investment should include — and why skipping the first one is where most companies go wrongReal budget breakdowns for a $5M and $10M company, including what each category should costThe two operating models (outsourced agency vs. in-house marketing manager) and what makes each one work — or failWhy bringing in a fractional CMO or marketing coach can be the missing piece for in-house teams that aren't getting resultsHow to audit your existing marketing spend before adding a single dollar moreThe metrics that actually matter — and how to tie them back to revenueTimestamps:00:00 How Much To Spend01:29 Why Budgets Feel Hard03:39 Percent Benchmarks05:04 Turning Percent Into Dollars06:39 Five Budget Buckets07:18 Strategy Before Tactics10:19 Website Foundations10:57 Content That Converts16:13 Promotion And SEO20:56 Tools And Platforms23:40 Tool Testing Reality24:05 Marketing Operating Models24:36 Outsourcing to Agencies27:06 In-House Marketing Setup28:37 Fractional CMO and Coaching30:39 Budget Examples by Revenue33:57 Audit Before You Add38:03 Metrics That Matter41:05 Budget Follows Strategy43:46 Wrap Up and Next StepsThe one thing Steve wants you to walk away with: Let your budget follow your strategy, not the other way around. When you build a budget around clear goals, you have a growth plan. Without it, you just have a list of expenses.Resources mentioned:Episode 15: Vanity Metrics — a deep dive on the difference between meaningful metrics and feel-good numbersGuide™ Marketing Assessment — a free 5-minute tool to see what's working (and what's not) in your current marketingSchedule a conversation with the Wayfind team — click "Discuss Your Marketing."Wayfind's Guide™ Marketing Framework — the system behind the strategy discussed in this episodeEndless Customers by Marcus Sheridan (formerly They Ask, You Answer) — the sales and marketing framework Steve coachesGrowth Minded Marketing is the podcast for B2B CEOs and business leaders who are ready to grow with confidence and stop guessing at their marketing. Hosted by AnnieLaurie Walters and Steve Phipps of Wayfind Marketing.

Mason Cosby didn't ease into entrepreneurship. He launched Scrappy ABM three weeks before becoming a dad, and what followed was a masterclass in building fast, breaking things, and having the integrity to fix them — even when it hurt.In two and a half years, Mason grew Scrappy ABM to $4.5M in total revenue, but he's just as candid about the $450K in mistakes he made along the way — bad-fit clients, loose contractor agreements, IP he had to buy back, and a season where overhiring nearly derailed everything. His willingness to refund clients, walk away from revenue, and start fresh is the thread running through all of it.This episode is full of practical, hard-won insight for any CEO who's ever taken on a client they shouldn't have — or who's still trying to figure out who they do their best work for.Key TakeawaysIf it's not an absolute yes, it's a no. Mason shifted his entire client onboarding philosophy after three out of four "maybe" clients went badly. Clarity in your ICP protects your team, your time, and your reputation.The virtuous cycle is real — but it starts with the right clients. Better-fit clients → higher rates → stronger talent → better results → more referrals. You can't skip to the end without doing the hard work of defining who belongs in the first step.Reputation is a long game. Mason gave money back to clients when the fit wasn't right — not because it was easy, but because he plans to be in the market for a long time. Short-term losses can protect long-term momentum.Get your contractor agreements right from day one. Loose expectations early on cost Mason real money when IP questions surfaced later. Work-for-hire language isn't optional — it's foundational.ABM isn't for everyone — and that's the point. Account-based marketing works best when you already know who your best customers are. If you're still figuring out product-market fit, it's not your next move. If you know exactly who you serve? It might be your most powerful growth lever.About Mason CosbyMason Cosby is the founder of Scrappy ABM, an account-based marketing agency that helps B2B software companies with $25M–$100M in revenue build and run ABM programs that drive real pipeline. With a background in leading new business development for one of the world's top B2B agencies, Mason launched Scrappy ABM to bring a more honest, accessible approach to ABM — and to equip a million marketers with the skills to do it well by 2035.Resources & LinksScrappy ABM — free resources, newsletter, and moreABM in a Day Workshop — scrappyabm.com/workshop (use code 50OFF for $100 registration)Scrappy ABM Newsletter — free weekly ABM resourcesWayfind Marketing Free Assessment — free 25-question marketing assessment + 40-page playbookConnect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

If AI in marketing is feeling overwhelming right now, here's the good news — you don't have to do everything. You just need to do the right things in the right order.In Part 2 of this series, Steve Phipps and AnnieLaurie Walters get practical. Now that you understand how AI has changed buyer behavior, it's time to talk about what to actually do about it — and what can safely wait. Missed Part 1? Start with Ep. 19 - "How AI Is Quietly Eliminating Your Business From Buyer Shortlists" What you'll learn in this episode:Why clarity is still the priority — not speed, not tools, not automationThe three things that need to happen before you use AI for content creationWhat it means to "train your AI" — and why skipping this step guarantees generic outputWhat can wait: advanced automations, custom AI tools, and AI agentsHow to use a 90-day planning cadence to cut through the overwhelmWhy benchmarking against your competitors' tools is the wrong question to askWhat 2026 will reward — and it's not the companies with the most sophisticated tech stackA practical tip for using the EEAT framework inside your AI promptsKey quote: "AI isn't replacing leadership. Not your leadership. But it is raising the bar for it." — Steve PhippsHelpful Resources:Wayfind Marketing B2B Marketing Assessment — free 5-minute assessment with an immediate scoreCheck out our AI Marketing GuideGuide Marketing Framework podcast series Found this helpful? Share it with a CEO or marketing leader in your network and subscribe so you don't miss what's coming next.

If your buyers are using AI to research, shortlist, and quietly eliminate companies — and they are — the real question isn't whether AI has changed marketing. The real question is whether your business is clear enough to survive the way buying decisions are being made today.In Part 1 of this two-part series, Steve Phipps and AnnieLaurie Walters cut through the AI noise and get grounded in what's actually changed — and what hasn't.What you'll learn in this episode:Why AI is acting as a "trust filter" for your buyers — and what that means for your pipelineThe shift from searching for options to asking for directions — and why it changes everything about how you're foundWhy your website traffic may be down (and why that's not the whole story)What "zero-click behavior" means and how to think about it strategicallyWhy AI rewards clarity over cleverness — and what generic messaging is really costing youWhy this is a CEO issue, not a marketing execution issueA practical starting point for leaders who feel overwhelmed by the AI conversationKey quote: "AI doesn't care how clever or witty your messaging is. It doesn't reward buzzwords. It rewards clarity." — Steve PhippsResources mentioned:Wayfind Marketing B2B Marketing Assessment — take the free 5-minute assessment and get an immediate scoreEpisode with Fancher Sergeant, CEO of CRS CPAs Part 2 is coming up next — we get practical with specific ways CEOs and marketers can use AI in the next 90 days to create clarity, reclaim time, and lead more effectively.

How Carolyn Michael-Banks turned a tourism vision into a mission-driven company that educates and inspires.In this episode, you'll learn:How Carolyn Michael-Banks founded A Tour of Possibilities to educate and empower through African-American historyWhy resilience and innovation helped her business survive and evolve through COVID-19The bold decisions she made to stay mission-focused—even when it meant challenging normsHow she shifted from individual tours to scaling with larger group experiencesThe importance of boundaries, journaling, and staying aligned with your “why”How to turn obstacles into meaningful opportunities for growthWhether you're a CEO, entrepreneur, or just someone passionate about purpose-driven business, Carolyn’s journey will challenge and inspire you.Timestamps:00:00 – Introduction and Welcome01:10 – Meet Carolyn Michael-Banks05:10 – Carolyn's Journey in Tourism07:45 – Starting A Tour of Possibilities12:39 – Challenges and Resilience13:55 – Adapting During COVID-1917:32 – Shifting Focus and Scaling Up19:24 – Lessons Learned and Advice27:22 – Conclusion and TakeawaysGuest Bio:Carolyn Michael-Banks is the founder and cultural curator of A Tour of Possibilities, an African-American heritage tour company in Memphis, Tennessee. With a background in psychology and decades of experience in the tourism industry, Carolyn is known for her leadership, resilience, and dedication to telling the untold stories of Black history. A native of the Bronx, her career spans from Washington, D.C., to Savannah, Philadelphia, and now Memphis, where she continues to educate, inspire, and challenge perspectives through powerful storytelling.Visit A Tour of PossibilitiesConnect with Carolyn on LinkedInQuotes & Resources:"You should have a business with like a family atmosphere... but the reality is, some families are dysfunctional. You gotta set those limits."“I built it... but they didn’t come. I had to do the work to get it seen, known, and trusted.”“Journaling helps you remember the good stuff when you're overwhelmed by the hard.”Resources from Wayfind Marketing:Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

Likes don’t grow revenue. Learn which marketing metrics actually drive business growth—and which to ignore.In this episode, you'll learn:Why vanity metrics like page views and likes often mislead marketing decisionsHow AI is changing the way people engage with content—and your website trafficThe difference between feel-good stats and KPIs that actually move the needleA simple test CEOs can use to evaluate if a metric is worth trackingWhat tools like Google Search Console, GA4, and HubSpot can tell youWhy content quantity without strategy is a red flagThe critical role of the GUIDE Marketing Framework in aligning marketing with business goalsHow to empower your marketing team to lead with data-driven insightsTimestamps:00:00 Introduction: Likes vs. Sales Conversations00:53 The Impact of AI on Website Traffic01:42 Understanding Marketing Metrics02:20 Vanity Metrics vs. KPIs06:22 Tracking Meaningful Metrics08:49 The GUIDE Marketing Framework13:28 Tools for Tracking Metrics19:42 Coaching Your Marketing Team21:48 Conclusion: Measuring What MattersQuotes:“Vanity metrics may look nice, but they won’t grow your business.”“Start with the end in mind. Track what drives revenue, not just recognition.”“We’re not anti-data—we’re pro-alignment.”“If you’re not tracking the right data, then you're just guessing.”Resources:GUIDE Marketing Framework Podcast Series --> Start HereGoogle Search ConsoleHubSpotUTM Tracking Guide Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie WaltersAbout Steve PhippsSteve Phipps is the CEO, President, and Chief Strategist of Wayfind Marketing. As the company’s visionary founder and chief pathfinder, Steve brings a passion for helping businesses navigate the often overwhelming world of marketing. With a career spanning corporate leadership, agency ownership, and hands-on experience across the marketing spectrum, Steve knows firsthand how frustrating it can be to translate marketing activity into meaningful results. That’s why he’s committed to simplifying strategy and aligning marketing with real business outcomes. Whether he's leading creative strategy or mentoring teams, Steve is driven by one mission: helping growth-minded leaders confidently chart their course.About AnnieLaurie WaltersAnnieLaurie Walters is a seasoned content strategist with 25+ years of experience in strategic communications. At Wayfind Marketing, she helps businesses attract and convert qualified leads through SEO-driven content strategies that answer real customer questions. With a background in Washington, D.C. communications and a knack for blending storytelling with strategy, AnnieLaurie empowers brands to grow with clarity and purpose.

In this episode of Growth Minded Marketing, host Steve Phipps sits down with Courtney Jones and Amy Bingham, co-founders of Oh Grate — a meal solution company born from their desire to make family dinner easier. What started as a front-porch side hustle has grown into a thriving brand serving families across West Tennessee and North Mississippi. Courtney and Amy share how they built a business around real food, smart systems, and the belief that time at the table is priceless.In this episode, you’ll learn:How Oh Grate began as a personal solution to busy mom lifeWhy solving an everyday pain point can unlock serious business growthThe powerful mindset shift: they’re not just selling food — they’re making space for what mattersHow Oh Grate scaled from a front-porch cooler to Kroger shelvesWhy knowing your strengths (and weaknesses) is essential when starting a businessThe role of clear messaging and a shared vision in building a brand that resonates with familiesTimestamps00:00 – Meet Courtney and Amy of Oh Grate05:40 – Building a partnership that plays to each founder’s strengths10:10 – The pivot that made their business pandemic-proof14:25 – The deeper message: dinner is about more than food19:00 – From meals to Fiesta Sauce: how one product opened new doors23:40 – Getting into Kroger and pushing through plateaus28:12 – The power of process, systems, and scaling with intention32:00 – Advice for other founders: embrace change and pivot wellGuest BiosAmy Bingham and Courtney Jones are the founders of Oh Grate, a company built by moms, for families. What started with making meals for neighbors out of a cooler on the front porch has grown into a thriving brand offering home delivery, retail partnerships, and a flagship store in Collierville, TN.Courtney brings years of restaurant and leadership experience, while Amy adds her strategic marketing expertise — a combination that’s helped Oh Grate stay grounded in its mission while scaling with heart. Together, they help busy families put real food on the table, minus the overwhelm.Oh Grate now serves Mid-South area customers across Shelby, Desoto, and Tipton Counties with handcrafted meals, grab-and-go options, and their fan-favorite Fiesta Sauce — now in Kroger.Quotes from the Episode"We’re not just selling meals — we’re giving people peace of mind.""Dinner doesn’t have to be another task — it can be the best part of your day.""When we realized we were really selling time, everything shifted.""You can’t grow if you don’t know what you’re not good at.""Fiesta Sauce wasn’t in the plan — it just worked. We followed the momentum."Resources & LinksVisit Oh Grate:➡️ https://www.oh-grate.com/Connect with the Hosts & Guests:🔗 Steve Phipps on LinkedIn🔗 Amy Bingham on LinkedInHelpful Free Resources from Wayfind Marketing:📘 Grab the Free AI Marketing Guide📊 Take the Free B2B Marketing AssessmentThe Entrepreneurial Operating System (EOS)➡️ Learn More About EOS

CRS CPAs didn’t grow from five employees to a 50-person, multi-office firm by accident. CEO Fancher Sargent shares the leadership decisions, hard conversations, and moments of clarity that helped the firm navigate change, overcome limiting beliefs, and build a business aligned around mission, values, and purpose.In this episode, you'll learn:How CRS CPAs grew from a 5-person firm to a 50-person, multi-office practiceThe power of clarity in mission, vision, and values during seasons of changeHow 2020 became a catalyst for redefining purpose and structureThe challenges and rewards of moving from generalist to specialistWhy saying "no" can be the most strategic decision a firm can makeHow aligning around shared values improved culture, retention, and profitabilityWhat it takes to lead through growth, mergers, and internal resistanceTimestamps00:00 — Clarity as a survival strategy01:00 — From intern to managing shareholder03:00 — Mergers, growth, and building a multi-office firm06:30 — Why generalist firms struggle to grow08:30 — Letting go of old habits and beliefs10:00 — Discovering purpose and creating internal alignment12:00 — The cultural and financial impact of clarifying values14:00 — Vision leaks: Why clarity requires ongoing leadership16:00 — Learning to say no and choosing the right clients20:00 — Defining ideal clients beyond industry: behavior and values23:00 — Final advice for growth-minded CEOsThis conversation is a reminder that growth doesn’t come from doing more — it comes from getting clearer. When leaders take the time to define who they are, what they value, and who they’re best positioned to serve, alignment follows. And with alignment comes momentum.Guest Bio — Fancher SargentFancher Sargent is the Managing Shareholder of CRS CPAs, a firm based in Jackson, Tennessee. He began with the firm as an intern in 1995 and played a key role in leading its growth from a five-person team into a 50-person, multi-office practice. Under his leadership, CRS CPAs has navigated mergers, specialization, and cultural change by anchoring the firm around clear mission, vision, and values. Fancher is passionate about building businesses that are both profitable and purpose-driven.CRS CPAsFancher on LinkedInResources from Wayfind Marketing Take the Free B2B Marketing Assessment: https://wayfindmarketing.com/b2b-marketing-assessment/Grab the Free AI Marketing Guide: https://wayfindmarketing.com/ai-marketing-guide/Connect With the HostsSteve Phipps — LinkedInAnnieLaurie Walters — LinkedIn

Douglas Skipworth shares how service-first leadership creates purpose, clarity, and sustainable business growth. Hosted by Steve Phipps, CEO of Wayfind Marketing, this episode of the Growth Minded Marketing Podcast explores how purpose-driven leadership can scale impact and align strategy.In this episode, you'll learn:Why Douglas Skipworth believes business is the best place to do meaningful work with and for othersHow he scaled a suite of real estate companies by solving real customer needsWhat it takes to align your leadership, vision, and team around a shared purposeWhy clarity isn’t just a marketing issue — it's a business essentialHow EOS, vision casting, and understanding your own strengths unlocks scalable growthThe real value of marketing: aligning your internal message with your external impactWhat Douglas means by “make it up, make it real, make it recur” — and why that mattersTimestamps: 00:00 – Why business is the arena for meaningful work02:00 – Introducing Douglas Skipworth and his companies04:00 – From third-grade basketball to real estate08:00 – Starting Cresco and growing by solving customer needs12:00 – Creating Core Assist to place virtual team members16:00 – Leading with service: values, faith, and team dynamics20:00 – Visionary vs. Integrator: Scaling through complementary strengths24:00 – Clarifying the vision for internal and external alignment27:00 – Marketing clarity as a business growth multiplier30:00 – Confidence and consistency through clear messaging31:00 – Douglas’s advice to CEOs: clarity drives scalability33:00 – Final reflections and where to connect with DouglasGuest Bio: Douglas Skipworth is a serial entrepreneur and real-estate investor who owns and operates multiple companies that help residential real-estate investors buy, finance, manage, and rehabilitate rental or flip properties. His businesses span real estate brokerage, property management, general contracting, and hard-money lending — supporting hundreds of investors doing tens of millions of dollars of deals annually. Skipworth often invests alongside his clients, ensuring his team always treats investors as top-priority clients rather than just “accounts.” He is the Principal Broker at CrestCore Realty and related companies.Resources Mentioned:Douglas Skipworth’s LinktreeCrestCore RealtyDouglas Skipworth on LinkedInEOS (Entrepreneurial Operating System)Work With Us Wayfind Marketing helps medium-sized B2B companies fix their marketing strategies and increase their ROI. Start by taking our Free B2B Marketing Assessment:👉 https://wayfindmarketing.com/b2b-marketing-assessment/Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

AI can help you scale your content—but without a plan, it leads to chaos, not results.In this episode of Growth-Minded Marketing, we dive into a question every business leader should be asking: Is AI truly helping your marketing—or is it just helping you create more noise, faster?Host Steve Phipps reveals why strategy—not speed—is the most important variable in today’s AI-driven marketing environment. With insights from Wayfind Marketing’s proprietary GUIDE Framework, this episode helps growth-minded CEOs avoid the trap of “faster chaos” and instead use AI as a purposeful multiplier.In this episode, you'll learn:Why AI isn't your marketing strategy—and what happens when you treat it like oneHow to avoid turning AI into a content chaos machineThe biggest pitfalls CEOs and marketing teams face with AI-generated contentA breakdown of the GUIDE Framework—a strategic system for smart, scalable marketingHow to use AI tools like ChatGPT the right way: as a trained partner, not a one-click shortcutThe questions every marketer must ask to ensure content supports the customer journeyWhy sales and marketing alignment is key to content successReal-world advice for training AI to reflect your brand voice and support your goals🎧 Episode Breakdown:00:00 Introduction: Is AI Helping or Hurting Your Marketing?00:58 The Importance of Strategy in AI-Driven Marketing04:52 Understanding the GUIDE Framework06:06 Generating Effective Content with AI14:43 Training AI Tools to Support Your Strategy19:20 Conclusion: Connecting Content to PurposeAbout the HostSteve Phipps is the CEO and Chief Strategist at Wayfind Marketing. As a seasoned entrepreneur and marketing leader, Steve helps B2B companies navigate the complexity of modern marketing with clarity and purpose. With years of executive experience and hands-on work across the marketing spectrum, Steve understands that marketing should be a business driver—not a distraction. He leads clients with a rare mix of curiosity, creativity, and strategic focus.🔗 Related ResourcesListen to this podcast about the GUIDE Marketing Framework: What It Is & Why It WorksLearn how to: Generate Your Story and StrategyMaster your marketing with our Learning Center – Strategy ResourcesNext Steps🧭 Take the Free B2B Marketing Assessment🎯 Grab the Free AI Marketing Guide💼 Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

Leadership, Culture, and Honest Sales: A Conversation with Jonathan TorresWhat if your company’s culture was your greatest sales and marketing tool? CEO Jonathan Torres shares how aligning vision, values, and strategy leads to growth with purpose. This episode is packed with real talk on leadership, honest sales, and building a business that actually lives its values.SummaryIn this episode, you’ll learn:How purpose and vision drive better alignment between sales & marketingThe importance of transparency, integrity, and internal culture in leadershipWhy peer groups and support systems matter for CEOsHow Jonathan Torres moved from nonprofit to for-profit, and what that taught himPractical ways to tie company values to business strategy for customer-first marketingGuest BioJonathan Torres, more affectionately known as “Torres”, is currently a Chair for C12 Memphis, a faith-based peer advisory group for business leaders and owners. He most recently served as the CEO at Frase Protection, a local residential and commercial security company. Torres’ background also includes experience as the CEO of Memphis Athletic Ministries and more than two decades of non-profit leadership experience serving the city of Memphis. He has been married to Janna for 20 years and they have three beautiful daughters, Jaidyn, Jazlyn and Joia.Timestamps:Time | Segment00:00 | Introduction: The Loneliness at the Top00:27 | Guest Introduction: Jonathan Torres00:54 | The Power of Peer Groups02:28 | Podcast Overview and Episode Focus03:13 | Jonathan Torres' Leadership Journey04:24 | Transition from Nonprofit to For‑Profit06:16 | Building a Compelling Strategy06:55 | Aligning Vision and Purpose08:38 | Challenges in Sales and Marketing14:38 | The Importance of Company Culture21:40 | C12: Faith‑Based Peer Advisory26:16 | Conclusion and TakeawaysRelated Resources:Podcast: From Rake to Revenue: What CEOs Can Learn from David Perdue’s Remarkable Start Blog: How to Ask for Marketing Help (When You’re Not the Decision Maker) Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing‑assessment Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

What happens when a new CEO steps into a decades-old business? Tyler Whitney, CEO of Mid-South Safety Services, shares how he reshaped the company through rebranding, clarifying its value proposition, leveraging market tailwinds, and building a strong people strategy. His insights offer practical takeaways for CEOs looking to scale with clarity and purpose. This episode is part of our CEO Interview Series—host Steve Phipps sits down with business leaders to unpack real-world lessons on growth, leadership, and marketing.Guest Bio:Tyler Whitney grew up in Memphis, was homeschooled, and graduated from Mississippi State. He's been married 11 years and is raising three boys—with a fourth on the way. Since 2020, he's proudly owned and led Mid-South Safety Services. Connect with Tyler on LinkedIn.Quotes & Resources:“Look for the tailwind. You want the wind blowing behind you—you don’t want to be fighting against something.”“You don’t just decide to be an owner—you’ve got to know how to cast a vision and build a team.”“Sometimes we don’t grow because we’re not clear on the value we really provide.”Related Resources from Wayfind Marketing:Wayfind Marketing Learning Center5 Ways a Business Marketing Coach Can Help CEOs Drive GrowthWhy Hiring a Marketing Coach Could Be the Best Investment You Make for Your BusinessCTA:Grab the Free AI Marketing Guide: 👉 https://wayfindmarketing.com/ai-marketing-guide/Take the Free B2B Marketing Assessment: 👉 https://wayfindmarketing.com/b2b-marketing-assessment/Timestamps:00:00 – Why your company’s name might be holding you back 01:19 – Introducing Tyler Whitney and Mid-South Safety Services 02:10 – Tyler’s path to business ownership and early influences 04:00 – Why he chose to buy vs. start a business from scratch 06:30 – Negotiating the business purchase during a pandemic 08:00 – Lessons on leadership and knowing your strengths 09:15 – Rebranding from Mid-South Emergency Lighting to Mid-South Safety Services 11:00 – How the old brand limited growth opportunities 13:00 – Executing a successful rebrand and client communication 14:30 – Expanding services based on market demand 16:00 – The power of tailwinds: identifying the right opportunities 18:00 – Developing a strong people strategy to support growth 20:00 – Letting go: Building a team and hiring for strengths 22:00 – Why knowing your value prop is critical for scaling 24:00 – Final thoughts and takeawaysConnect with the Hosts on LinkedIn: Steve Phipps AnnieLaurie Walters

What happens when a teenager turns a side hustle into a thriving business? David Perdue, founder and owner of Greenview Landscape Services, shares how he launched his company in high school and scaled it into a 26-person commercial operation. In this conversation with host Steve Phipps, David breaks down his journey of grit, mentorship, and purpose. He reveals the leadership lessons that shaped him, why acting fast beats perfection, and how his mission to beautify the city drives everything he does. This episode is part of our CEO Interview Series—host Steve Phipps sits down with business leaders to unpack real-world lessons on growth, leadership, and marketing.Guest Bio:David Perdue is the founder and owner of Greenview Landscape Services, a commercial landscaping company based in Memphis. He started the business at just 17 years old while still in high school and has grown it into a thriving team of 26 employees. With a mission to beautify the city and help others grow, David leads with vision, humility, and a commitment to building people.Connect with David on LinkedIn:David PerdueHighlights:“People spend too much time getting ready to get ready. Just start and perfect it along the way.”“You can’t teach what you haven’t developed. That’s why I’ve invested so much in learning how to lead.”“Our mission is to beautify the city and help others grow—that’s what gets me out of bed every day.”Timestamps:00:00 – What were you doing at 17? David was starting a business01:00 – Launching Greenview with a rake, some hustle, and a flashlight 04:00 – Trading mulch jobs for mowers: how David scaled fast06:30 – Graduating and going all in on entrepreneurship08:00 – Transitioning to commercial landscaping and managing a 26-person team10:00 – Winning major contracts and the advantage of being underestimated12:00 – Why mentorship and coaching fueled David’s leadership growth15:00 – Lessons in decisive action over perfection17:00 – Sales strategy: just walk in and ask19:00 – David’s mission: beautify the city and help others grow21:00 – How purpose reignited his passion22:00 – Recap and key takeaways from David’s growth journeyRelated Links from Wayfind Marketing:Wayfind Marketing Learning Center5 Ways a Business Marketing Coach Can Help CEOs Drive GrowthWhy Hiring a Marketing Coach Could Be the Best Investment You Make for Your BusinessCTA:Grab the Free AI Marketing Guide: 👉 https://wayfindmarketing.com/ai-marketing-guide/Take the Free B2B Marketing Assessment: 👉 https://wayfindmarketing.com/b2b-marketing-assessment/Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

AI is redefining how buyers search. Learn how to adapt your marketing to get cited in AI-generated answers.In this episode, you'll learn:What Answer Engine Optimization (AEO) is and how it differs from traditional SEOWhy optimizing for AI tools like ChatGPT, Perplexity, and Copilot is critical for visibilityThe pivotal role of schema markup and how to easily assess your website's implementationWhy high-quality, credible content is essential for AI citationsHow AI is changing user search behavior and what that means for your content strategyTips for staying ahead in this rapidly evolving digital landscapeTimestamps: 00:00 Introduction: The Shift to AI-Driven Search 00:35 Welcome to the Growth-Minded Marketing Podcast 00:48 Understanding Answer Engine Optimization (AEO) 03:30 The Role of Schema Markup in AEO 07:58 The Importance of Content Quality and Authority 08:15 AI Citations and Page Authority 13:14 Adapting to Changing User Behavior with AI 18:34 The Future of SEO and AEO 22:02 Leveraging AI in Marketing: Insights from the Field 28:27 Conclusion: Taking Action with AI-Driven MarketingResources & Links:Answer Engine Optimization: Your Strategic Roadmap for AI Search SuccessWhat is the Big 5 Content Marketing Strategy?Is Schema Markup the Secret Weapon for AI Search Visibility?What is Google’s EEAT?Schema Markup Validator Tool – Use this free tool to see what schema your page uses and identify gaps to improve AI visibility.Before You Go:Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/Connect with the Hosts on LinkedInSteve PhippsAnnieLaurie Walters

Tired of scrambling for leads? A marketing coach can help you build a real strategy.In this episode of the Growth Minded Marketing Podcast, hosts Steve Phipps and AnnieLaurie Walters delve into the importance of marketing coaching for businesses feeling stuck in their marketing efforts. They discuss the pitfalls of relying on disconnected tactics and the need for cohesive marketing leadership. The episode explores how marketing coaching provides strategic guidance to CEOs and their teams, helping them build internal capacities and make informed decisions. With real-world examples, the hosts illustrate how coaching can bridge the gap between current efforts and achieving long-term growth goals, ultimately making companies self-sufficient in their marketing endeavors.In this episode, you'll also learn:The difference between a marketing coach, agency, and a fractional CMOWhy more content or PPC isn't the solution when you're lacking strategyHow marketing coaching empowers teams to lead instead of reactReal examples of success and warning signs that coaching might be the right next stepHow to talk with your CEO about bringing in a marketing coachTimestamps0:00 Introduction: The Marketing Gamble00:24 The Need for Strategic Marketing Leadership01:20 Welcome to the Growth Minded Marketing Podcast01:43 The Marketing Wall: Challenges and Solutions02:55 The Role of Marketing Coaching03:23 Common Pitfalls in Marketing04:45 What Real Marketing Coaching Looks Like06:32 Addressing Objections to Marketing Coaching13:56 The Difference Between Coaching and Fractional CMO24:50 Practical Steps for CEOs and Marketing Managers33:05 Conclusion and ResourcesQuotes & Resources“Most businesses don’t need more marketing. They need someone who knows how to lead it.”“Real coaching isn’t about cheerleading—it’s strategic, hands-on, and built around your business.”“With a coach, you're investing in internal capabilities, not just external deliverables.”Book Mentioned: Endless Customers by Marcus SheridanRelated Resource: 🧭 GUIDE™ Framework Series:G – Generate Your Strategy and StoryU – Upgrade Your Online PresenceI – Inform with ContentD – Develop Your Sales PlanE – Evaluate and AdjusGet More Free Marketing Coaching: Wayfind Marketing Learning CenterRelated Articles:Why Hiring a Marketing Coach Could Be the Best Investment for Your BusinessDigital Marketing Coach vs. Marketing Agency: Which Is Right for You?How to Set Clear B2B Marketing Goals That Actually Drive Results7 Clear Signs Your Company Needs Marketing CoachingGrab the Free AI Marketing Guide: https://wayfindmarketing.com/ai-marketing-guide/ Take the Free B2B Marketing Assessment: https://wayfindmarketing.com/b2b-marketing-assessment/ Connect with the Hosts on LinkedIn:Steve Phipps AnnieLaurie Walters

You’ve got the GUIDE™ Framework—now what? In this “Ask the Coach” episode, Steve and AnnieLaurie answer the real-world marketing questions that come up as business leaders turn marketing strategy into action. From personas to KPIs to content that actually works, you’ll walk away with practical tips and renewed clarity to keep your marketing moving. In this episode, you'll learn:How to identify your ideal client and build effective marketing personasThe difference between your brand story and your strategy—and how both drive growthHow to align your messaging, marketing, and sales efforts to meet business goalsPractical ways to build and execute a tactical marketing plan that worksWhat KPIs you actually need to track (even if you're “not a numbers person”)Common website and SEO pitfalls that hurt lead generation—and how to fix themSmart ways to use AI to brainstorm, create, and optimize your contentThis episode launches a new occasional format we’re calling "Ask the Coach," where Steve and AnnieLaurie tackle real marketing questions drawn from conversations with business leaders and clients. These episodes will pop in from time to time to offer practical, no-fluff coaching outside of our regular podcast series.If you have a question for Steve, email us at [email protected]: 00:00 - What’s the hardest part of marketing for small teams? 01:00 - Practical application of the GUIDE™ Framework 02:00 - Real questions from business leaders 03:00 - Who is your ideal client and how do you figure that out? 05:00 - What is your story and how does it impact strategy? 07:00 - Is your marketing strategy aligned with your goals? 10:00 - Silos between sales and marketing 11:00 - Top metrics to track alignment and progress 13:00 - Strategy vs. Plan: What’s the difference? 15:00 - How to build a tactical marketing plan 21:00 - Is your website helping or hurting you? 25:00 - Traffic vs. leads: what’s wrong? 27:00 - Why your new website may not be working 28:00 - What to know about social media for B2B 31:00 - Posting content that gets engagement 33:00 - Inform with Content: what works in B2B 35:00 - Should you put pricing on your website? 38:00 - What kind of blog content builds trust 41:00 - How to start content marketing from scratch 42:00 - Easy wins with AI in marketing 46:00 - Aligning sales and marketing as a revenue team 48:00 - What should a documented sales process include? 50:00 - Do small teams need formal meetings? 52:00 - Who should be in the room for planning? 54:00 - Can alignment still work with unbalanced teams? 56:00 - Can marketing say no to sales? 59:00 - What a 90-day review should look like 01:01:00 - Top three metrics to track 01:03:00 - When to pivot your strategy 01:06:00 - Final thoughts and encouragement🧭 GUIDE™ Framework Series:G – Generate Your Strategy and StoryU – Upgrade Your Online PresenceI – Inform with ContentD – Develop Your Sales PlanE – Evaluate and AdjustAdditional Resources from Wayfind Marketing:How “They Ask, You Answer” Wins the Sale and Educates Customers: https://wayfindmarketing.com/how-they-ask-you-answer-wins-the-sale-and-educates-customers/What Is the Big 5? Your Foolproof B2B Content Marketing Strategy: https://wayfindmarketing.com/big-5-content-marketing-strategy/Why Redesign a Website? 5 Signs Your Site Is Stuck in the Past: https://wayfindmarketing.com/why-redesign-a-website/Why Is My Website Not Generating Leads? The 5 Hidden Problems Holding You Back: https://wayfindmarketing.com/why-is-my-website-not-generating-leads/Should You Put Pricing on Your Website? The Answer May Surprise You!: https://wayfindmarketing.com/learning-center/topic-they-ask-you-answerSupercharge Your Website Conversions: The Ultimate FAQ Guide for Small Businesses: https://wayfindmarketing.com/how-to-improve-website-conversions/What is Google’s E-E-A-T? The Key to Improving Your Website’s Credibility and Rankings: https://wayfindmarketing.com/what-is-googles-e-e-a-t-the-key-to-improving-your-websites-credibility-and-rankings/Next Steps:Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/Connect with the Hosts on LinkedIn:Steve Phipps: https://www.linkedin.com/in/stevephipps/AnnieLaurie Walters: https://www.linkedin.com/in/annielauriewalters/

When was the last time you asked, “Is our marketing actually working?” In the final episode of our GUIDE ™ Marketing Framework series, we unpack the power of evaluation. You’ll learn how to measure the right metrics, track ROI, optimize with intention, and build a repeatable review rhythm that helps you scale with confidence. Whether you’re a CEO or a marketing lead, this episode will give you the tools to stop guessing and start leading.👋 New to the podcast? Click here to start with Episode 1 and learn how the GUIDE Marketing Framework begins. Each episode builds on the last—so it’s worth going back to the beginning if you want the full picture.Episode Highlights:Why most marketing strategies fail without feedback loopsThe difference between vanity metrics and meaningful KPIsHow to use CRMs like HubSpot to track and align sales + marketingWhy more traffic isn’t always better trafficHow to run simple A/B tests without overcomplicatingThe power of a 90-day marketing review rhythmThe danger of running your business on outdated assumptionsHow AI tools like ChatGPT can help you interpret your dataBONUS: Why Santa Claus traffic is bad for SEO 🎅Mentioned in this episode:Take the Free Wayfind Marketing Assessment & Download the Free Playbook Check out Traction by Gino Wickman (book on EOS)Blog: A Step-by-Step Guide to Segment A/B Testing for Your Small BusinessWayfind Marketing Learning Center: https://wayfindmarketing.com/learning-centerNext Episode:We’re answering your biggest questions about the GUIDE Framework. It’s a rapid-fire Q&A, so don’t miss it!🧭 The GUIDE™  Framework Podcast Series G – Generate Your Strategy and StoryU – Upgrade Your Online PresenceI – Inform with ContentD – Develop Your Sales PlanE – Evaluate and Adjust (this podcast!!) Connect with us:Steve Phipps on LinkedIn: linkedin.com/in/stevetphippsAnnie Laurie Walters on LinkedIn: linkedin.com/in/annielauriewaltersTimestamps: 00:00 Introduction: Is Your Marketing Working?00:43 Welcome to the Growth-Minded Marketing Podcast00:57 The Guide Marketing Framework Overview02:10 The Importance of Evaluating Your Marketing03:18 Tracking What Matters: Key Metrics16:24 Using Tools and CRMs Effectively22:23 Testing and Optimizing Your Marketing29:43 Building a Rhythm of Reflection and Refinement38:56 Conclusion: Implementing the Guide Marketing Framework42:14 Next Episode: Answering Your Questions

👋 New to the podcast? Click here to start with Episode 1 and learn how the GUIDE Marketing Framework begins. Each episode builds on the last—so it’s worth going back to the beginning if you want the full picture.What if your sales team doesn’t need more leads—they just need better alignment? In this episode of the Growth-Minded Marketing Podcast, Steve Phipps and Annie Laurie Walters unpack the fourth step of the GUIDE Marketing Framework: Develop & Execute Your Sales Plan.Whether you're a CEO, sales leader, or marketing manager, this episode gives you practical ways to:Align your sales and marketing teamsDocument your sales process (even if it’s just you)Use content to accelerate trust and close more dealsImplement “assignment selling” to improve buyer qualificationCreate true collaboration, not just meetings that check boxesSteve and Annie Laurie also share how to overcome the tension between sales and marketing, how to use AI to generate content ideas, and why your bottom line depends on internal alignment.🧭 Take the Free GUIDE Marketing Assessment: wayfindmarketing.com📚 Mentioned in this episode:They Ask, You Answer by Marcus Sheridan (Version 3.0: Endless Customers)Blog: How to Write Marketing Content That Accelerates Sales and Closes More DealsTools: HubSpot, ActiveCampaign, Miro, Loom, ChatGPTWayfind Marketing Learning Center: https://wayfindmarketing.com/learning-center🎯 Your Action Step This Week: Sketch your sales process—from first contact to closed deal. If you already have one, review it with your team. Then, identify and create the content your sales team needs to move leads forward faster.🔗 Connect with us:Steve Phipps on LinkedIn: linkedin.com/in/stevetphippsAnnie Laurie Walters on LinkedIn: linkedin.com/in/annielauriewalters⏱️ Episode Timestamps: How to Develop and Execute a Sales Plan That Actually Works[00:00] Why more leads aren’t the answer—alignment is [01:00] Recap of the GUIDE Framework and where “D” fits in [02:00] The sales/marketing disconnect: where revenue goes to die [03:00] Step 1: Start with regular sales + marketing meetings [04:30] Why shared goals matter more than finger pointing [05:30] What alignment looks like even with a one-person team [06:00] Step 2: Move from coexisting to actual collaboration [07:30] Building empathy between marketing and sales [09:00] How CEOs can reframe sales + marketing as one revenue team [10:30] Visual analogy: Interlaced hands vs. just pressed palms [11:00] Step 3: Document your sales process (even if it’s rough) [12:30] What to include in your sales process and why [13:30] Examples of tools: Miro, ActiveCampaign, CRM pipelines [14:30] Step 4: Use content to support sales conversations [15:30] What is assignment selling and how does it work? [17:00] Real-world examples of content that accelerates sales [19:00] The 80% Video: A must-have for qualifying leads [20:00] How CEOs can help sales use content more strategically [21:00] Step 5: Sales and marketing plan content together [22:30] Why sales input makes content sharper and more effective [23:30] Using AI to identify buyer questions from sales calls [24:30] How to get your sales team on board (even if they resist) [26:00] What’s at stake if you don’t align your teams [28:30] Final coaching: Where to start, even if you feel behind [30:00] Your action step this week + how to get the Guide Playbook [31:00] Preview of Episode 5: Evaluate and Adjust

📝 Show Notes In this episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and Annie Laurie Walters explore the “I” in the GUIDE™ Marketing Framework: Inform with Content. They share how smart, strategic content can function like a trustworthy sales team—educating your buyers, answering their questions, and building confidence before a sales call even happens.👋 Missed the previous episodes?This episode is part of our GUIDE™ Marketing Framework series. If you’re just joining us, we recommend starting from the beginning to get the full picture:🎧 Start with Episode 1 – GUIDE™ Framework OverviewIn this episode, you'll learn: Why your content is your digital sales teamHow to answer the real questions your buyers are askingThe 5 key principles for content that builds trust and convertsWhy transparency wins and how to address “sticky” topics like cost and competitorsHow to use AI to create, repurpose, and plan content more efficientlyWhat true thought leadership looks like—and how to earn buyer trust at scaleWhether you're a one-person marketing team or a CEO looking for better ROI, this episode will help you inform with purpose and make content creation more practical and powerful.⏱ Episode Breakdown:00:00 – Introduction: The Importance of Content in Marketing00:58 – Welcome to the Growth-Minded Marketing Podcast01:12 – The GUIDE Framework Overview01:48 – Inform with Content: Building Trust and Driving Action02:47 – Content as Your Digital Sales Team03:42 – Addressing Common CEO Misconceptions About Content04:23 – Key Principles for Effective Content09:47 – Leveraging AI for Content Creation13:39 – Consistency and Repurposing Content21:43 – Repurposing Content Across Channels23:20 – Addressing Redundancy Concerns24:30 – The Importance of Repetition in Marketing26:26 – Leveraging AI for Content Creation29:00 – Using AI to Develop Buyer Personas35:32 – Building Trust Through Thought Leadership42:04 – Practical Steps for Content Creation43:12 – Marketing Coaching and ResourcesGrab the Free AI Marketing Guide:  https://wayfindmarketing.com/ai-marketing-guide/Take the Free B2B Marketing Assessment: https://wayfindmarketing.com/b2b-marketing-assessment/ Other Resources Mentioned:What Is the Big 5? Your Foolproof B2B Content Marketing StrategyWhat Is Google’s E-E-A-T? (And Why It Matters for B2B SEO)B2B Buyer Persona: A Comprehensive Guide for Marketing TeamsHow to Create Your Ideal Customer Profile (With Buyer Personas)Types of Buyer Personas and How to Use Them EffectivelyConnect with the Hosts on LinkedInSteve Phipps AnnieLaurie Walters 

🎙️ Episode 3: Is Your Website Earning Its Keep? How to Upgrade Your Online PresenceIn this episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and Annie Laurie Walters dive into the "U" in the GUIDE™ Marketing Framework: Upgrade Your Online Presence.💡 New to the GUIDE Framework? Start with Episode 1 to get the full overview before diving in.If your website were a salesperson, would it still have a job? Many B2B websites look polished but quietly underperform—leaving prospects confused, not converted. This episode lays out practical ways to turn your website into a 24/7 sales machine.🔑 What You’ll Learn:Why your website should sell, not just sit there looking prettyFour key upgrades to make your site helpful, clear, and action-orientedHow SEO and AI are reshaping how buyers find and choose businessesWhat E-E-A-T means for your Google rankings (and why it matters more than ever)Why being active on LinkedIn is non-negotiable for B2B companiesCommon website traps to avoid—and quick ways to audit your site todayWhether you're planning a full website redesign or just looking for small wins, this episode will help you identify what's working, what's not, and what to fix first.⏱ Episode Breakdown:00:00 – Introduction: The Silent Salesperson00:43 – Welcome to the Growth-Minded Marketing Podcast01:05 – Understanding the GUIDE Marketing Framework01:45 – Upgrading Your Online Presence02:26 – The Importance of a High-Performing Website04:28 – Real-World Success Stories05:26 – The Changing Landscape of Buyer Behavior06:49 – Steps to Enhance Your Online Presence13:08 – SEO and the Impact of AI19:23 – Leveraging LinkedIn for B2B Marketing21:08 – Common Pitfalls and How to Avoid Them23:27 – Actionable Next Steps24:56 – Conclusion and Next Episode Preview🔗 Resources and Links:Your B2B Website Should Be Your Best SalespersonAI + Marketing: The Smart CEO’s GuideHow to Optimize Your Website with On-Page SEOHow to Perform an SEO AuditWhat Is Google’s E-E-A-T? (And Why It Matters for B2B SEO)Free B2B Marketing Assessment + GUIDE Playbook🎧 Subscribe & Stay TunedIn the next episode, Steve and Annie Laurie will tackle the “I” in GUIDE—Inform with Content—to help you create content your buyers actually want and need. Subscribe so you don’t miss it!Connect with Us on LinkedInSteve Phipps AnnieLaurie Walters

In this episode of the Growth Minded Marketing Podcast, hosts Annie Laurie Walters and Steve Phipps dive into the first step of the GUIDE™ Marketing Framework—Generate Your Story and Strategy.If you're a B2B business leader relying on random tactics, referrals, or sheer hope to grow, this episode is your wake-up call. You’ll learn how to build a real marketing strategy that drives clarity, alignment, and measurable growth.🔑 In This Episode:Steve and Annie Laurie walk through six strategic guideposts that every B2B company should use to build a solid foundation for marketing:Guidepost 1: Do you have clear marketing and sales goals for the next 12 months? → Break revenue goals into actionable marketing and sales benchmarks.Guidepost 2: Do you have a written marketing strategy that aligns with your business goals? → Define your audience, messaging, value prop, and primary tactics. Get it out of your head and onto paper.Guidepost 3: Are you mapping your marketing to each stage of the buyer’s journey? → Learn how to align content and tactics to top, middle, and bottom of funnel questions.Guidepost 4: Do you have a clear description of your ideal client persona? → Specificity is key. Without clarity on your target customer, you're wasting budget and missing opportunities.Guidepost 5: Have you talked to your customers lately? → Your best messaging and insight come from the people who already buy from you.Guidepost 6: Is your marketing aligned with your internal team or external partners? → Whether you have a freelancer, agency, or in-house marketer, strategy gaps lead to execution gaps.⏱️ Timestamps:00:00 – Introduction 00:28 – Hope vs. Strategy 00:53 – GUIDE Framework Recap 03:34 – Guidepost 1: Set Clear Goals 05:33 – Guidepost 2: Write Down the Strategy 07:54 – Guidepost 3: Map the Buyer’s Journey 12:22 – Guidepost 4: Define Your Ideal Client 15:47 – Guidepost 5: Talk to Your Customers 18:29 – Guidepost 6: Align Your Team or Partners 20:55 – What’s at Stake if You Skip This Step 23:14 – Next Episode Preview: Upgrade Your Online Presence✅ Resources Mentioned:🎯 Take the free GUIDE™ Marketing Assessment📚 Explore the Wayfind Learning Center🔧 Learn about EOS and the Vision/Traction Organizer (VTO)🚀 Take Action:Block one hour a week to work on your marketing strategyRevisit your customer personas or draft your value propositionShare this episode with a colleague or friend who leads marketingSubscribe so you don’t miss the next step in the GUIDE framework: Upgrade Your Online PresenceFollow Your Hosts on LinkedIn: Steve PhipsAnnieLaurie Walters 

🎙️ Episode 1: Why Your Marketing Isn’t Working (And What to Do About It)Welcome to the first episode of the Growth-Minded Marketing Podcast! Hosts Steve Phipps and AnnieLaurie Walters kick things off by tackling a challenge many B2B business leaders face: marketing that feels scattered, unclear, or ineffective.They introduce the GUIDE™ Marketing Framework—a five-part approach designed to bring clarity, focus, and real results to your marketing efforts. Whether you're a CEO or a marketing lead, this episode lays the groundwork for aligning your marketing with your business goals and building trust with the right audience.You’ll learn:Why marketing often feels like it’s not workingHow to align marketing with your business strategyThe role content plays in educating and earning trustWhy sales and marketing need to be on the same page👉 Take the free B2B Marketing Assessment at wayfindmarketing.com to see where your strategy is strong—and where it needs work.GUIDE™ Framework Highlights: 00:00 – The Marketing Struggle Most Businesses Face 00:34 – Welcome to the Growth-Minded Marketing Podcast 01:20 – Why Marketing Often Misses the Mark 02:57 – The GUIDE™ Framework at a Glance 05:04 – G: Generate Your Strategy and Story 08:20 – U: Upgrade Your Online Presence 12:12 – I: Inform with Content 17:25 – D: Develop and Execute a Sales Plan 22:11 – E: Evaluate and Adjust 24:12 – Final Thoughts + What’s Coming Next🔗 Links & Resources from This EpisodeTake the free GUIDE™ Marketing Assessment: wayfindmarketing.com/b2b-marketing-assessmentLearn more about the GUIDE™ Framework: wayfindmarketing.com/b2b-marketing-framework/Wayfind Marketing Learning Center: https://wayfindmarketing.com/learning-center/ Blog: What We Mean by Strategy First Marketing (And Why It Matters)Blog: What Is the Big 5? Your Foolproof B2B Content Marketing StrategyConnect with us on LinkedIn:Steve PhippsAnnie Laurie Walters

✏️ Episode Description:Marketing shouldn’t feel like a guessing game—especially for growth-minded CEOs. In this trailer episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and AnnieLaurie Walters introduce the show and share why they created it: to simplify marketing for B2B leaders who are ready to scale with confidence.Drawing from decades of experience guiding CEOs, marketing teams, and service-based businesses, Steve and AnnieLaurie share what you can expect from this podcast—real strategies, step-by-step coaching, and candid conversations with leaders who've walked the growth path before you.If marketing feels overwhelming, frustrating, or like it’s just not working… you’re not alone—and you’re in the right place.🔑 What You'll Learn:Why most CEOs feel stuck when it comes to marketingHow this podcast removes confusion and creates clarityWhat kind of episodes and guests you can expectHow to take your next step toward smarter, more confident marketing🎧 Your Hosts:Steve Phipps is the founder of Wayfind Marketing and a strategic coach for CEOs and marketing leaders across the country. AnnieLaurie Walters is a seasoned communicator with a passion for helping leaders connect with their audience and message.✅ Your Next Step:Take the free GUIDE Marketing Assessment and discover where your strategy needs the most attention—so you can grow with fewer headaches and more results.