Posts by Kelly Waltrich

Your marketing agency can’t tell you what your goals are. It sounds obvious, but I talk to prospective clients every day who can’t articulate their growth or overall business goals. Worse, they ask us to come up with them. I’ve heard questions like “What’s a good growth target for an RIA?” or “How many leads…

Marketing leaders, tell me if you’ve been here before: Your CEO sets an MQL lead goal of {insert absurd number here}, without giving you any context for how that number is expected to impact the business. In reality, it’s an exercise to keep your team and the sales team busy. This becomes even more apparent…

As we approach the end of the year (!), I’ve spent a lot of time talking with my team and our clients about what they can do now to hit the ground running in 2025.  One of the most overlooked but wildly important elements of a firm’s success is determining how leadership is going to…

  In my role at Intention.ly, I’ve had the opportunity to help a number of firms build or optimize their in-house marketing teams, many of whom were also orchestrating outsourced work across multiple agencies. And I’ve learned there’s a distinct formula for success when it comes to the timing of who to hire in house…

Are you happy with what you’re paying your marketing agency for leads? For leads that convert to clients? If you answered ‘yes,’ – why? I’ve spoken with a number of prospects recently who have no problem paying what we know are exorbitantly high cost-per-lead and client acquisition costs – simply because they don’t know any…

I was talking to a firm recently that wanted feedback on their marketing strategy. But when I asked them to back into how they arrived at the strategy itself, they couldn’t tell me: ➡️ Exactly what happens to leads when they hit their CRM ➡️ How quickly prospects are moving through the pipeline ➡️ Whether…

Your marketing team – whether in house, outsourced, or some combination thereof – is arguably the single most important tool you have for driving growth at your firm. (I may be slightly biased, but I’m not wrong 😉). Which makes hiring your marketers a critical decision for the future of your business. The problem is…

Over the summer, we had a client ask our team to put together a brand awareness campaign targeting a cold group of prospects. No problem, we do that all the time. The client had little to no budget for paid channels, so the bulk of our efforts were going to need to be executed organically…