February 6, 2025 • 26 mins
Are you tired of networking events that feel shallow and transactional? Do you crave meaningful connections with like-minded professionals in the digital space? In this episode of Imperfect Marketing, I sit down with Amy Vaughn, Chief Empowerment Officer at Together Digital, to explore how women can build powerful professional relationships and advance their careers.
The Power of Professional Soulmates
Discover how Together Digital creates a safe space for ambitious, smart, and generous women to connect, learn, and grow. Amy explains why their approach goes far beyond traditional networking.
Overcoming the Networking Gap
Learn about the unique challenges women face when it comes to professional networking and how to break through societal conditioning that holds us back.
Building Confidence Through Community
Hear how Together Digital's culture of vulnerability, celebration, and peer support helps members gain immediate confidence in their abilities.
The Ask and Give Exchange
Explore this powerful practice that encourages women to ask for what they need without shame and give without judgment.
Marketing Lessons from the Other Side
Amy shares her biggest marketing revelation since transitioning from agency life to running her own company. Find out why putting customer needs first is crucial for success.
Whether you're a seasoned digital marketing professional or just starting your career, this conversation offers valuable insights on building authentic relationships and creating a supportive professional community. Are you ready to revolutionize your approach to networking?
How to Connect:
Amy Vaughn -Together Digital: https://www.togetherindigital.com/
LinkedIn: https://www.linkedin.com/in/amypvaughan/
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From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hello and welcome back to another episode of
Imperfect Marketing.
I'm your host, kendra Corman,and today I'm really excited to
be joined by Amy Vaughn.
She is the Chief EmpowermentOfficer at Together Digital.
So, amy, talk to us a littlebit about what is Together
Digital and what got you startedwith the organization.
Yeah, no, happy to share.
(00:21):
In a lot of ways, I feel likeit's just this really amazing,
beautiful, unique anomaly in theworld of digital marketing and
advertising that helps women whoare ambitious, smart and
generous come together and learnfrom each other, grow from each
other and connect in reallymeaningful ways.
I pause to ever use the wordnetworking group because it's so
(00:42):
much more than that.
To me, networking is like thedating you do before you find
your professional soulmates, andthese women are professional
soulmates, and we provide onlinemasterclasses, online job
seeker peer groups, entrepreneurpeer groups, peer groups for
executives that are in themarketing space.
There's just a number of thingswe do, plus our online
community, national conference,in-person events.
(01:03):
So we meet our members wherethey are.
Some of them are as far out asCosta Rica and some of them are
right here in Cincinnati with me.
And the fun fact, I was actuallya member before I ended up
owning the company, so I'm notthe founder, I'm one of the
founding members but I helpedstart the Cincinnati chapter
back in 2016 when he was justfeeling really burned out.
(01:26):
I'd had a daughter who wasthree and a half, my son was on
the way.
It was 2016 and everything justfelt upside down.
I just had been trying tocreate a work a women in
leadership organization or groupwithin my agency and it was a
great effort.
But it was weird because I'mlike well, why am I a person
who's marginalized within theorganization, that likely paid
(01:48):
less than my male counterpartsand being asked to work extra
and for free, to basically sella visit mine and that I didn't
create Not that it's not mine,but that I didn't create, but I
did enjoy it.
And so when the founder ofTogether Digital found me on
LinkedIn and asked if I would beinterested in helping start a
chapter, there was justsomething about this idea of
getting outside the four wallsof my own cubicle and office to
(02:12):
sort of create and continue thatsafe space beyond my
organization, and they weresuper supportive of it.
They sponsored memberships,including mine, and I just fell
in love right away.
It had been the first time in along time that I would say I
had good, strong femalerelationships.
All through junior high, highschool, college.
I really was easier to hang outwith the guys.
(02:33):
Women were not supportive ofother women in an industry
that's highly competitive and Ihad just been sort of scarred by
that, and this healed a lot ofthose wounds outside of giving
me speaking opportunities,leadership opportunity as the
board president for two and ahalf years.
And then in 2019, the ownerdecided she was going to run for
Congress because a membertapped her on the shoulder and
(02:56):
said you are capable, you canand you should do this.
So she decided she was going todo it and when she told me, I'm
like great, but what about this?
Like I need this.
This is my mom, keisha everyyear at National Conference this
community is so important andshe's like, yeah, that's where
you come in.
(03:19):
I had had a boss who told mewhen I told her that I would
like to start to kind of grow inthe space of operations Having
been a creative director youknow creative for 15 years
looked me square in the eye andsaid, no, creative's can't be a
company, which really honked meoff.
So I called the founder and waslike telling her about it.
I had taken a lot of bestpractices from, like, the
entrepreneurial operatingsystems, eos, to manage my board
and she loved it.
She saw my operational likeskills and chops and that's
(03:40):
really what networkingconnection and community does
for you, right, it gives you theopportunities you don't even
see for yourself.
And so, yeah, like she went offand ran for Congress and I
started running the company inNovember of 2019.
Pandemic came.
That was interesting, a lot ofpivots, but we really expanded
our membership offerings ratherthan just shutting our doors
like a lot of otherorganizations did, and we made
(04:00):
it through, thank goodness, andit's been a lot of changes and
shifts, but we really do focuson our members and what they
want, what they need, and afterthe first year, I became partner
and after the second year, Ibought the business.
So, yeah, it's been quite ajourney.
That's just such a cool story.
So I love hearing from you thatyou didn't have super strong
female relationships goingthrough.
(04:22):
It's the way we're trained.
It's ingrained in us that Iwent to a meeting when I was at
Chrysler and it was done by agroup that's now called Inform.
At the time, it was the Women'sEconomic Club and they had this
woman, dr Pat Hine, come in.
It still sticks with me andshe's like with women, we play
dolls.
There's no winner at dolls.
(04:43):
Everybody is on the same level,and the second somebody thinks,
or you think, that they'regetting above you.
You smack them down to bringthem back down to the same level
.
Boys, they play war, they playsports.
There's winners and losers.
If you win at dolls, you're notgetting invited back, right?
It was actually a reallyinteresting and cool story of
(05:04):
all her research that she haddone and it really stuck with me
because I mean, it's been along time.
I mean this was like 2003,2004,.
Like a long time ago I saw thisand it was just it stuck with
me the whole time and it's justso true.
But not everybody is like thatand it's you've got to find
those people and thoseorganizations that help you,
(05:26):
which I think is fantastic.
So you have an upcoming bookand an ad.
Tell me more about that.
Sure, sure, yeah, hoping to getback to that here in the new
year.
We've been doing a lot to planfor our content for next year
and surveying our members andall of that.
But yeah, I think one of thethings I have noticed over the
last five, almost six years nowjust running the organization,
(05:47):
nevermind being a part of it2026 will be 10 years old is
that there is a networking gap.
I mentioned it before.
Networking is kind of like thedating before you meet your
professional soulmates.
Women aren't conditioned to doit because we aren't celebrated
for, know, we aren't celebratedfor, you know, speaking about
ourselves or selling ourselvesor you know, and the idea of
(06:10):
networking too sometimes feelskind of ick to most people
because it feels like sales, itfeels disingenuous and I think
you know women, and probably alot of men, would prefer that
there was more deeper, moremeaningful opportunities to
connect, because to a lot ofpeople small talk is like nails
on a chalkboard.
And I would say women in general, what I've really seen is that
they really do shy away becauseof societal conditioning,
(06:31):
because I would even go so farto say some of their companies
discourage their women tonetwork because what they're
afraid of is if they go tonetwork, they will leave and
find a new job, which to me it'slike that's kind of a sign of a
symptom.
That's a bigger, bigger problem.
Right, it's a little toxic.
And if you're that concernedthat you know the women are
going to go out and find a job,it's like that boyfriend right,
that jealous boyfriend's likewhat are you going out with your
(06:52):
friends for?
What's wrong with here?
But as far as it goes with men,it's like no networking is a
given.
You know they go out and youknow a couple hundred dollars
out on the golf course onSaturdays golfing for the entire
day, and you know that's.
Another aspect of it too is thatmajority of women still do in
atypical households.
Heterosexual households will dothe majority of the childcare
(07:13):
and the house care, which alsoprevents them from actually
going out and doing thosenetworking activities.
And so, yeah, there'sdefinitely a gap and I don't
know that all women understandand realize, like, the power of
connection and community and howfar it can actually get you in
the way of a catalyst.
And I think that's why you knowI'm here and kind of going from
member to owner, I think I hopelaughed at you and said no way
(07:35):
never getting off this agencyhamster wheel.
Are you kidding me?
I got to keep climbing thatladder.
So, yeah, the book is that it'sreally kind of helping us learn
how to break up and make up withthe idea of networking, find
self-confidence, our authenticvoice, so that when we go out
(07:56):
into the world and we begin tostart making connections, they
are good, intentional, qualityconnections, just to be more
intentional about when, whereand how we network.
But yeah, I think it's going tobe something that will be
relatable to anyone who wants topick it up and read it.
Female, identifying or ally,neurodivergent, introvert,
extrovert, ambivert, unavert,whatever you happen to be.
I sort of address kind of allof those things to make sure
(08:18):
that those who are reading itfeel seen and heard and
hopefully empowered to get outand start to do it, because
people make other people reallyjust by knowing other people.
It's not about what you know,it's who you know.
I still remember when I was incollege.
I was, I was applying for jobsand stuff like that and I was
not going to get a job with mydad's help, you know, I was
(08:39):
going to do it on my own.
It's like nobody does anythingon their own.
Oh, it was just, it wasinteresting.
A couple years later I'm likeyeah, no, that's not really the
way this works, unfortunately,no, unfortunately no.
Proximity, time, place andperson it's everything and the
more that we can realize that asa group.
(08:59):
I feel like that's going to getus further along In part of my
research for the book I wasreading about from Harvard
Business Review.
They were trying to research,you know, just women climbing
the ladder and why we aren'table to climb as fast or in the
same way, and oftentimes theytalked about the fact that you
know, when we're the onesspeaking up in the room or
leading a presentation, weactually get seen as dominating,
(09:23):
aggressive, all these thingsthat some of us have probably
been told in reviews at jobs.
But then the double standard isthat when it's a man doing it,
different perspective altogetherfrom those who are sitting in
evaluation.
So what they found is that it'snot even about time with
leaders.
So it's not visible leadership,it's not time visibility with
the leadership, because womenare 40% less likely than men to
(09:44):
form a strong bond with theirexecutive leaders or women.
Where it's at, they say, isthird-party validation.
It's when we speak up, peoplewho are champions, be it allies,
whomever speak our name in therooms that we're not in.
Those are the times we get theopportunity.
That's what shortcuts it for usis who we know and who speaks
up for us and says you know,kendra, she's the person you
(10:06):
need to talk to.
That gets you and I've seenthis time and time again too
with like sponsors for theorganization, big, big companies
that I would otherwise havesuch a hard time getting through
to.
All it takes is one goodintroduction and all of a sudden
I've got a call within 24 hours, you know, because it's like
they're trusted.
So, yeah, third partyvalidation is huge.
(10:26):
I knew I made it when I wasn'tin a room, there was a
networking event and I got acall from someone that was at
that networking event.
Four of the five people thathad suggestions for a marketing
strategist suggested me.
Yep, absolutely, that's amazing.
That's just.
I was like, oh my gosh, I madeit.
It is, I mean, and that'sreally when and where and how we
(10:49):
, you know we get our strength,but then also we have the chance
to offer up strike.
So I encourage that too.
It's like, you know, gatekeepingdefinitely.
That's like a baseline rulewithin Together Digital.
We choose collaboration versuscompetition and no gatekeeping.
And, you know, don't reallyfeel like you mentioned the kind
of doll scenario.
Totally see that and agree.
Totally see that and agree.
But also a part of the reasonwhy women don't often champion,
(11:12):
recommend or highlight otherwomen is because they don't
think there's enough room at thetop right.
When there's only one seat atthe table for that token woman,
you're thinking it's either meor her and we just have to
really shed that mindset ifwe're ever going to move forward
with it.
So, yeah, the book's there tohelp do that.
The app that we're working onis there to help do that.
Really want to revolutionize theways in which we start
networking.
Because, yeah, it feels to somany women when I talk to them,
(11:35):
it feels ick and it's like, okay, how do we get rid of the ick
and make it more fun, moreengaging and also less time
consuming?
You know, because that's justanother thing that we're dealing
with we just don't have thatdisposable time.
Yeah, no, time is definitely.
I was scrolling through TikTokthis past weekend and I'm
scrolling and it's like, yeah,no, when I started my business,
(11:57):
I thought money was the biggestasset or whatever.
No, it's time.
And I'm like, yes, it is, it'sso true.
So let me ask you this so ifsomebody's thinking about
getting started with networking,they want to grow their
presence, either inside theircompany or outside.
They're looking at TogetherDigital.
How does Together Digital helpthem do this, networking, this
(12:21):
relationship building, so thatthey're building these true
relationships?
Absolutely, I think a lot of itlives and exists within our
culture and how we show up on alot of our standard practices.
So, you know, we really try toencourage transformative versus
transactional relationships, andwe do that in the form of what
we call our ask and giveexchange.
So anytime we have an in-personevent or even a virtual event,
(12:44):
we even have an entire Slackchannel dedicated to it.
We want to encourage women toask for what they need without
any sense of guilt or shame andto give without any judgment.
Asking is hard.
When you ask a woman oh my gosh, what do you need?
How can I help?
They're like deer in headlights, you know, because, one,
they're not used to being askedthat and, two, we very seldom
think about what it is that weactually want and need.
We're always thinking of others, it seems.
(13:05):
And so to put ourselves firstand to be vulnerable and raise
our hand and say I don't knowthis, but to know that you can
do that in a space that youwon't be judged for it is
tremendous.
So creating that safe space,creating that culture of it's
okay to ask and it's okay tocelebrate your wins we have a
wins channel as well.
Tell you, I have to nudge theseladies sometimes and be like I
don't care how small it was,what was one win you had this
(13:27):
week?
We all work so freaking hardand we get through our week Hell
, we get through our year andthen we don't look back and
think about all of the thingswe've accomplished and that's
such an important practice to do.
And so we kind of build that inthrough the asks, through the
wins.
We also have peer groups,dedicated peer groups of smaller
groups of five to 10 women.
All members that you know raisetheir hand and apply will get
(13:50):
assigned to this peer group ofwomen who are at the similar
life and career stage as you.
And this is great because Ithink sometimes when you walk
into a big room and you know noone terrifying when you walk
into a room of five of 10 womenthat are of similar values and
that mindset of like we're hereto learn and grow from each
other how much easier is it tobegin to kind of stretch your
(14:11):
legs.
And so I think, in the ways inwhich we show up for those who
are looking to kind of expandtheir ability to network or
expand their network in general.
Safe space, peer groups askinggives are definitely a part of
that, and then again, justreally encouraging them to show
up.
I think that's the best part,right?
You know we don't want tocommit and, being a
membership-based organization,like you pay your monthly or
(14:33):
annual member dues.
It's like you are investing inthis.
So you really have to show upbecause you're not just showing
up for yourself, you're showingup for all the other women in
the room, because thatcollective knowledge and
experience that you have isworth sharing and worth hearing.
And I've loved seeing ourmembers' confidence grow.
I think one of our last surveyswe did it was like over 85% of
(14:56):
our members said that theygained immediate confidence
after being within the group.
Because when you find a groupof like-minded folks and you're
dealing with certain things notjust at work but in life, and
you can show up and share thatinformation in a space where it
feels safe and it's not going toget, you know, screamed all
over or used against you.
We have a whole member code ofconduct about this, so
confidentiality is key.
It really helps you to againlike kind of practice, that
(15:18):
authentic voice, practice yourstory and build your confidence.
I really love that, because youneed that safe space.
You need to be vulnerable.
Right, we need to openourselves up because it's not
everything's, not all hearts andflowers.
Right, there's times where it'shard, there's times where we
struggle, there's times whereother people aren't seeing us to
(15:42):
the same level that we believethat they should, and I think
that there's a lot there, Iagree.
So if somebody's like, oh mygosh, this sounds just like what
I'm looking for, what kind ofperson should think about
applying to or joining TogetherDigital?
Yeah, absolutely Honestly,anyone who is.
(16:02):
I always say like we are kind ofdigital empowerment for all.
When we were started in 2016,you know, you had digital
agencies and above the lineagencies that were like TV and
commercial art commercials andlike traditional marketing print
whatnot.
That's no longer the case.
Everybody is digital.
You have tapped in to a wholehost of women that have a lot of
experience to offer and sharewith you.
(16:23):
So really anybody that's youknow in the digital space
marketing, advertising, tech,entrepreneurs who are kind of
(16:46):
running and doing their ownbusinesses, and maybe you're
managing a lot of your emailmarketing, social media and you
want to know enough to bedangerous.
So, yeah, I even say like, thedigital curious, the
entrepreneurs, those who arelike, ready to like, leave their
toxic jobs it's a new companyum, and anyone who's female
identifying.
We've got several members within, like the lgbtqia community,
(17:06):
including trans members, whichmakes me very happy that they
feel safe and seen in the spacethat we've created as well.
But, yeah, there's no titlerequirements.
You don't have to have acertain title or years of
experience.
It's really about, like, how doyou want to do?
You want to find the space tolearn and grow in this field of
digital and then find somereally amazing people to just
cheer you up along the way orcheer you on along the way.
(17:28):
So, yeah, that sounds awesome.
So, if you're considering it,definitely check out the link to
Together Digital in the shownotes or the YouTube description
.
Wherever you're listening orwatching, you can definitely
check it out there.
Now, in your spare time, you'rea podcast host.
Talk to us about that,absolutely.
So, as we were discussing amoment ago, I've got one soon to
(17:48):
be two so the first one is thePower Lounge podcast, and that
is really just an opportunity tobring women that have
information, inspiration andempowerment to share with our
members so they can be digital,digital adjacent.
We've had coaches, we've hadbook authors, we are on.
We just wrapped season threeand it's just been really
wonderful.
Some of my favorite guests havebeen Cindy Gallop, who's really
(18:10):
well known within the marketingindustry and advertising
industry I met her gosh back in2012 at the 3% Conference.
Kim Scott, who wrote RadicalCandor fantastic book for
leaders who are looking to beclear but kind when sometimes
clear is not your easiest thingto go to when it comes to being
direct.
And then Nancy Harhat has alsobeen another favorite guest of
(18:30):
mine.
She wrote a book on usingbehavioral psychology in
marketing and I've heard herspeak a couple of different
times and we just went after her.
She's been on the talking tracknow, I think, for two years.
The book's been out.
It's such a great book in thesense that it has really
applicable case studies andtactics and strategies that are
steeped in psychology, which Ijust find fascinating and fun.
(18:55):
So I love it because I get thechance to highlight some really
amazing women in the industry.
But then we've also had memberson members who have published
books, members who have startedtheir own businesses.
It's been really fun tohighlight them as well.
So that's the Power Loungepodcast.
Usually, every Friday at noonwe do a live recording session
so members and non-members canjoin, listen and ask questions
Because, like we said, we liketo build that muscle of asking
and then, yeah, so that one'sbeen really fun.
I can't believe it's going onseason four soon.
(19:17):
It goes so fast, it really does, and it's like the best part of
my week, every week.
And it's always funny when Imeet people and they're like I
listen to your podcast all thetime and I love it.
I'm like, okay, and they knowso much about me?
Yeah, they do, which I love.
I appreciate that.
I take that as a compliment,but it also feels strange.
I know, right, it's justbecause it's audio and a lot of
(19:39):
times audio and visual, you know, again, it creates that
connection because you'retalking to them, right, you're
talking with them, you're havinga conversation, which is why I
love podcasting as a platform.
Did you start that podcast forTogether Digital?
Okay, so we did a webinar thatwas initially like a she Rocks
highlights thing that wasmembers only, and then, during
(20:00):
the pandemic.
Just everyone, all of ourmembers were sharing in our
podcast, books and articleschannel, all of these podcasts
they were listening to, and I'mlike I want to make this
accessible to any and all women.
So we started using it as likea top of funnel, a marketing
opportunity to get members andnon-members in to listen and
then just make it easy for themto tune in, whether it's live or
live streamed or YouTube or thepodcast.
(20:22):
And so, since starting thepodcast, have you seen, since
you're using it as a top offunnel marketing tactic for
Together Digital, have you seengood results from it beyond just
your members?
Yeah, no, absolutely.
Like I said, when peopleusually come up and compliment
the podcast and say they'relistening, they're usually
non-members.
They're usually joining notlong after.
(20:43):
So, yeah, plus, I would say too, it's like we feature and
highlight, you know, partnersand sponsors.
So, as far as like arelationship building tool, I
think the podcast has done atremendous amount for us as well
, which is, I would say, outsideof attracting new members,
probably the next big objectivewith it.
So very cool, but thank you somuch for sharing about Together
(21:05):
Digital, about creating safespaces for women to grow and to,
I think, jump over that chasmof networking that exists
between women and men inprofessional settings.
And then, of course, yourpodcast, which is awesome that
you leverage that to grow yourorganization, because it is
definitely a valuableorganization.
(21:27):
Before I let you go, though, Ido need to ask you a question
that I ask all of my guests.
That is, this show is calledImperfect Marketing, because
marketing is anything but aperfect science.
What has been your biggestmarketing lesson learned?
Yeah, this is a fantasticquestion, and obviously that
could take up like a wholenother F an hour naming all of
them.
So I would summarize and saythat the biggest one and you
(21:50):
know, this realization came tome once I left being in service
of clients and agencies andstarted working for my own,
running my own company.
Is that really for the longesttime?
You know and I still think thisis true that marketers as a
whole and companies as a whole,we tend to make our marketing
about ourselves.
You know it's about.
It's about like the shinyobjects, it's about the award.
(22:13):
Sometimes it's about making theclient happy, it's about making
the internal agency team happy.
We're never really like honingin hard on the customer, the
people that we're actuallytrying to serve.
We have so many things to say,we have so many things to say
and we would probably say thingsa lot differently and or say a
lot less if we truly put thecustomer and the customer needs
first.
And I do think that that'ssomething that you know.
(22:36):
Whenever I do kind of pick uplike a consultancy or a client
or something like that is onething I'm constantly asking is
what do your clients want?
What do they need?
How are we showing up for them?
How is this product or servicereally something that they're
going to gravitate to?
How does it solve a problem?
What need does it meet?
Because really, at the end ofthe day, you know, given like
(22:57):
the number of choices that wehave, you know, think about it
any shelf I've worked on brandsfrom like Pantene to Pringles
and both of those shelves chipsand hair care, massive, entire
aisles just for those twoproducts we have a number of
choices and I think, you know,as companies, as brands, as
marketers, we can just be somuch more intentional about
(23:18):
really listening to our audiencefor the opportunity of the
upsell, for the opportunity oflike expanding and innovating on
our products and services.
And, you know, while we're notlike growing like gangbusters.
Here at Together Digital, ourgrowth plan is intentional.
It's about having the qualityversus quality members because
we want to protect thatbeautiful safe space we've
created but that we have likenext our value, and we've
expanded our offerings from ourmasterclasses that are monthly
(23:40):
for members only, to anentrepreneur peer circle and a
mastermind that happens once amonth for those folks as well.
It's really changed the way wedo business.
We used to just very much belike an in-person, chapter by
chapter, local in-person eventorganization and now we're just
this beautiful omnipresent spacewhere women can just kind of
(24:00):
it's like your bat phoneWhenever you need it, you just
jump on our Slack and you saywhat you need.
We even have a social yellingchannel where you can just
scream in all caps when you needit and just being able to kind
of be there for that many morepeople in that way, while still
doing our in-person events andstill having that initial like
beautiful in-person connectionsthat we had.
It's also really cool to seethese women forming bonds,
(24:21):
winning work together, startingbusinesses together while in
completely different states orcompany or countries, and then
coming together at things likeour national conference to find
that bond, and really thatthat's where the networking gap
book idea came from was reallylooking at and listening to our
members and the future app,because again, I'm looking to
solve a problem.
I'm not going to be in love withmy product.
I think that's where we falldown.
(24:41):
A lot is, we are just so inlove with our product we forget
about the people that we'rethere to serve.
So I'd say that's probably mybiggest.
In summary, I love that one.
That is definitely a veryvaluable lesson learned along
the way, and I think everybodyshould take it to heart, because
it doesn't matter if yourcustomer is a real customer,
business to business, businessto consumer or internal
(25:03):
customers, right, your bosses,your subordinates, whatever it
happens to be thinking aboutthem first and communicating it
that way helps you too, right?
So think about it for all ofyour different customers,
internal and external.
But again, I think that there'sa lot of value and a lot of
lessons learned.
We always have so much to sayand so much to communicate.
(25:24):
You've got to narrow it down towhat they really care about,
and I think that that's reallyimportant.
Thank you so much for your timetoday.
I really appreciate it.
Thank you all for tuning in andwatching or listening wherever
you're getting your podcasts anduntil next time, have a great
rest of your day.
Hello and welcome back to another episode of
Imperfect Marketing.
I'm your host, kendra Corman,and today I'm really excited to
be joined by Amy Vaughn.
She is the Chief EmpowermentOfficer at Together Digital.
So, amy, talk to us a littlebit about what is Together
Digital and what got you startedwith the organization.
Yeah, no, happy to share.
(00:21):
In a lot of ways, I feel likeit's just this really amazing,
beautiful, unique anomaly in theworld of digital marketing and
advertising that helps women whoare ambitious, smart and
generous come together and learnfrom each other, grow from each
other and connect in reallymeaningful ways.
I pause to ever use the wordnetworking group because it's so
(00:42):
much more than that.
To me, networking is like thedating you do before you find
your professional soulmates, andthese women are professional
soulmates, and we provide onlinemasterclasses, online job
seeker peer groups, entrepreneurpeer groups, peer groups for
executives that are in themarketing space.
There's just a number of thingswe do, plus our online
community, national conference,in-person events.
(01:03):
So we meet our members wherethey are.
Some of them are as far out asCosta Rica and some of them are
right here in Cincinnati with me.
And the fun fact, I was actuallya member before I ended up
owning the company, so I'm notthe founder, I'm one of the
founding members but I helpedstart the Cincinnati chapter
back in 2016 when he was justfeeling really burned out.
(01:26):
I'd had a daughter who wasthree and a half, my son was on
the way.
It was 2016 and everything justfelt upside down.
I just had been trying tocreate a work a women in
leadership organization or groupwithin my agency and it was a
great effort.
But it was weird because I'mlike well, why am I a person
who's marginalized within theorganization, that likely paid
(01:48):
less than my male counterpartsand being asked to work extra
and for free, to basically sella visit mine and that I didn't
create Not that it's not mine,but that I didn't create, but I
did enjoy it.
And so when the founder ofTogether Digital found me on
LinkedIn and asked if I would beinterested in helping start a
chapter, there was justsomething about this idea of
getting outside the four wallsof my own cubicle and office to
(02:12):
sort of create and continue thatsafe space beyond my
organization, and they weresuper supportive of it.
They sponsored memberships,including mine, and I just fell
in love right away.
It had been the first time in along time that I would say I
had good, strong femalerelationships.
All through junior high, highschool, college.
I really was easier to hang outwith the guys.
(02:33):
Women were not supportive ofother women in an industry
that's highly competitive and Ihad just been sort of scarred by
that, and this healed a lot ofthose wounds outside of giving
me speaking opportunities,leadership opportunity as the
board president for two and ahalf years.
And then in 2019, the ownerdecided she was going to run for
Congress because a membertapped her on the shoulder and
(02:56):
said you are capable, you canand you should do this.
So she decided she was going todo it and when she told me, I'm
like great, but what about this?
Like I need this.
This is my mom, keisha everyyear at National Conference this
community is so important andshe's like, yeah, that's where
you come in.
(03:19):
I had had a boss who told mewhen I told her that I would
like to start to kind of grow inthe space of operations Having
been a creative director youknow creative for 15 years
looked me square in the eye andsaid, no, creative's can't be a
company, which really honked meoff.
So I called the founder and waslike telling her about it.
I had taken a lot of bestpractices from, like, the
entrepreneurial operatingsystems, eos, to manage my board
and she loved it.
She saw my operational likeskills and chops and that's
(03:40):
really what networkingconnection and community does
for you, right, it gives you theopportunities you don't even
see for yourself.
And so, yeah, like she went offand ran for Congress and I
started running the company inNovember of 2019.
Pandemic came.
That was interesting, a lot ofpivots, but we really expanded
our membership offerings ratherthan just shutting our doors
like a lot of otherorganizations did, and we made
(04:00):
it through, thank goodness, andit's been a lot of changes and
shifts, but we really do focuson our members and what they
want, what they need, and afterthe first year, I became partner
and after the second year, Ibought the business.
So, yeah, it's been quite ajourney.
That's just such a cool story.
So I love hearing from you thatyou didn't have super strong
female relationships goingthrough.
(04:22):
It's the way we're trained.
It's ingrained in us that Iwent to a meeting when I was at
Chrysler and it was done by agroup that's now called Inform.
At the time, it was the Women'sEconomic Club and they had this
woman, dr Pat Hine, come in.
It still sticks with me andshe's like with women, we play
dolls.
There's no winner at dolls.
(04:43):
Everybody is on the same level,and the second somebody thinks,
or you think, that they'regetting above you.
You smack them down to bringthem back down to the same level
.
Boys, they play war, they playsports.
There's winners and losers.
If you win at dolls, you're notgetting invited back, right?
It was actually a reallyinteresting and cool story of
(05:04):
all her research that she haddone and it really stuck with me
because I mean, it's been along time.
I mean this was like 2003,2004,.
Like a long time ago I saw thisand it was just it stuck with
me the whole time and it's justso true.
But not everybody is like thatand it's you've got to find
those people and thoseorganizations that help you,
(05:26):
which I think is fantastic.
So you have an upcoming bookand an ad.
Tell me more about that.
Sure, sure, yeah, hoping to getback to that here in the new
year.
We've been doing a lot to planfor our content for next year
and surveying our members andall of that.
But yeah, I think one of thethings I have noticed over the
last five, almost six years nowjust running the organization,
(05:47):
nevermind being a part of it2026 will be 10 years old is
that there is a networking gap.
I mentioned it before.
Networking is kind of like thedating before you meet your
professional soulmates.
Women aren't conditioned to doit because we aren't celebrated
for, know, we aren't celebratedfor, you know, speaking about
ourselves or selling ourselvesor you know, and the idea of
(06:10):
networking too sometimes feelskind of ick to most people
because it feels like sales, itfeels disingenuous and I think
you know women, and probably alot of men, would prefer that
there was more deeper, moremeaningful opportunities to
connect, because to a lot ofpeople small talk is like nails
on a chalkboard.
And I would say women in general, what I've really seen is that
they really do shy away becauseof societal conditioning,
(06:31):
because I would even go so farto say some of their companies
discourage their women tonetwork because what they're
afraid of is if they go tonetwork, they will leave and
find a new job, which to me it'slike that's kind of a sign of a
symptom.
That's a bigger, bigger problem.
Right, it's a little toxic.
And if you're that concernedthat you know the women are
going to go out and find a job,it's like that boyfriend right,
that jealous boyfriend's likewhat are you going out with your
(06:52):
friends for?
What's wrong with here?
But as far as it goes with men,it's like no networking is a
given.
You know they go out and youknow a couple hundred dollars
out on the golf course onSaturdays golfing for the entire
day, and you know that's.
Another aspect of it too is thatmajority of women still do in
atypical households.
Heterosexual households will dothe majority of the childcare
(07:13):
and the house care, which alsoprevents them from actually
going out and doing thosenetworking activities.
And so, yeah, there'sdefinitely a gap and I don't
know that all women understandand realize, like, the power of
connection and community and howfar it can actually get you in
the way of a catalyst.
And I think that's why you knowI'm here and kind of going from
member to owner, I think I hopelaughed at you and said no way
(07:35):
never getting off this agencyhamster wheel.
Are you kidding me?
I got to keep climbing thatladder.
So, yeah, the book is that it'sreally kind of helping us learn
how to break up and make up withthe idea of networking, find
self-confidence, our authenticvoice, so that when we go out
(07:56):
into the world and we begin tostart making connections, they
are good, intentional, qualityconnections, just to be more
intentional about when, whereand how we network.
But yeah, I think it's going tobe something that will be
relatable to anyone who wants topick it up and read it.
Female, identifying or ally,neurodivergent, introvert,
extrovert, ambivert, unavert,whatever you happen to be.
I sort of address kind of allof those things to make sure
(08:18):
that those who are reading itfeel seen and heard and
hopefully empowered to get outand start to do it, because
people make other people reallyjust by knowing other people.
It's not about what you know,it's who you know.
I still remember when I was incollege.
I was, I was applying for jobsand stuff like that and I was
not going to get a job with mydad's help, you know, I was
(08:39):
going to do it on my own.
It's like nobody does anythingon their own.
Oh, it was just, it wasinteresting.
A couple years later I'm likeyeah, no, that's not really the
way this works, unfortunately,no, unfortunately no.
Proximity, time, place andperson it's everything and the
more that we can realize that asa group.
(08:59):
I feel like that's going to getus further along In part of my
research for the book I wasreading about from Harvard
Business Review.
They were trying to research,you know, just women climbing
the ladder and why we aren'table to climb as fast or in the
same way, and oftentimes theytalked about the fact that you
know, when we're the onesspeaking up in the room or
leading a presentation, weactually get seen as dominating,
(09:23):
aggressive, all these thingsthat some of us have probably
been told in reviews at jobs.
But then the double standard isthat when it's a man doing it,
different perspective altogetherfrom those who are sitting in
evaluation.
So what they found is that it'snot even about time with
leaders.
So it's not visible leadership,it's not time visibility with
the leadership, because womenare 40% less likely than men to
(09:44):
form a strong bond with theirexecutive leaders or women.
Where it's at, they say, isthird-party validation.
It's when we speak up, peoplewho are champions, be it allies,
whomever speak our name in therooms that we're not in.
Those are the times we get theopportunity.
That's what shortcuts it for usis who we know and who speaks
up for us and says you know,kendra, she's the person you
(10:06):
need to talk to.
That gets you and I've seenthis time and time again too
with like sponsors for theorganization, big, big companies
that I would otherwise havesuch a hard time getting through
to.
All it takes is one goodintroduction and all of a sudden
I've got a call within 24 hours, you know, because it's like
they're trusted.
So, yeah, third partyvalidation is huge.
(10:26):
I knew I made it when I wasn'tin a room, there was a
networking event and I got acall from someone that was at
that networking event.
Four of the five people thathad suggestions for a marketing
strategist suggested me.
Yep, absolutely, that's amazing.
That's just.
I was like, oh my gosh, I madeit.
It is, I mean, and that'sreally when and where and how we
(10:49):
, you know we get our strength,but then also we have the chance
to offer up strike.
So I encourage that too.
It's like, you know, gatekeepingdefinitely.
That's like a baseline rulewithin Together Digital.
We choose collaboration versuscompetition and no gatekeeping.
And, you know, don't reallyfeel like you mentioned the kind
of doll scenario.
Totally see that and agree.
Totally see that and agree.
But also a part of the reasonwhy women don't often champion,
(11:12):
recommend or highlight otherwomen is because they don't
think there's enough room at thetop right.
When there's only one seat atthe table for that token woman,
you're thinking it's either meor her and we just have to
really shed that mindset ifwe're ever going to move forward
with it.
So, yeah, the book's there tohelp do that.
The app that we're working onis there to help do that.
Really want to revolutionize theways in which we start
networking.
Because, yeah, it feels to somany women when I talk to them,
(11:35):
it feels ick and it's like, okay, how do we get rid of the ick
and make it more fun, moreengaging and also less time
consuming?
You know, because that's justanother thing that we're dealing
with we just don't have thatdisposable time.
Yeah, no, time is definitely.
I was scrolling through TikTokthis past weekend and I'm
scrolling and it's like, yeah,no, when I started my business,
(11:57):
I thought money was the biggestasset or whatever.
No, it's time.
And I'm like, yes, it is, it'sso true.
So let me ask you this so ifsomebody's thinking about
getting started with networking,they want to grow their
presence, either inside theircompany or outside.
They're looking at TogetherDigital.
How does Together Digital helpthem do this, networking, this
(12:21):
relationship building, so thatthey're building these true
relationships?
Absolutely, I think a lot of itlives and exists within our
culture and how we show up on alot of our standard practices.
So, you know, we really try toencourage transformative versus
transactional relationships, andwe do that in the form of what
we call our ask and giveexchange.
So anytime we have an in-personevent or even a virtual event,
(12:44):
we even have an entire Slackchannel dedicated to it.
We want to encourage women toask for what they need without
any sense of guilt or shame andto give without any judgment.
Asking is hard.
When you ask a woman oh my gosh, what do you need?
How can I help?
They're like deer in headlights, you know, because, one,
they're not used to being askedthat and, two, we very seldom
think about what it is that weactually want and need.
We're always thinking of others, it seems.
(13:05):
And so to put ourselves firstand to be vulnerable and raise
our hand and say I don't knowthis, but to know that you can
do that in a space that youwon't be judged for it is
tremendous.
So creating that safe space,creating that culture of it's
okay to ask and it's okay tocelebrate your wins we have a
wins channel as well.
Tell you, I have to nudge theseladies sometimes and be like I
don't care how small it was,what was one win you had this
(13:27):
week?
We all work so freaking hardand we get through our week Hell
, we get through our year andthen we don't look back and
think about all of the thingswe've accomplished and that's
such an important practice to do.
And so we kind of build that inthrough the asks, through the
wins.
We also have peer groups,dedicated peer groups of smaller
groups of five to 10 women.
All members that you know raisetheir hand and apply will get
(13:50):
assigned to this peer group ofwomen who are at the similar
life and career stage as you.
And this is great because Ithink sometimes when you walk
into a big room and you know noone terrifying when you walk
into a room of five of 10 womenthat are of similar values and
that mindset of like we're hereto learn and grow from each
other how much easier is it tobegin to kind of stretch your
(14:11):
legs.
And so I think, in the ways inwhich we show up for those who
are looking to kind of expandtheir ability to network or
expand their network in general.
Safe space, peer groups askinggives are definitely a part of
that, and then again, justreally encouraging them to show
up.
I think that's the best part,right?
You know we don't want tocommit and, being a
membership-based organization,like you pay your monthly or
(14:33):
annual member dues.
It's like you are investing inthis.
So you really have to show upbecause you're not just showing
up for yourself, you're showingup for all the other women in
the room, because thatcollective knowledge and
experience that you have isworth sharing and worth hearing.
And I've loved seeing ourmembers' confidence grow.
I think one of our last surveyswe did it was like over 85% of
(14:56):
our members said that theygained immediate confidence
after being within the group.
Because when you find a groupof like-minded folks and you're
dealing with certain things notjust at work but in life, and
you can show up and share thatinformation in a space where it
feels safe and it's not going toget, you know, screamed all
over or used against you.
We have a whole member code ofconduct about this, so
confidentiality is key.
It really helps you to againlike kind of practice, that
(15:18):
authentic voice, practice yourstory and build your confidence.
I really love that, because youneed that safe space.
You need to be vulnerable.
Right, we need to openourselves up because it's not
everything's, not all hearts andflowers.
Right, there's times where it'shard, there's times where we
struggle, there's times whereother people aren't seeing us to
(15:42):
the same level that we believethat they should, and I think
that there's a lot there, Iagree.
So if somebody's like, oh mygosh, this sounds just like what
I'm looking for, what kind ofperson should think about
applying to or joining TogetherDigital?
Yeah, absolutely Honestly,anyone who is.
(16:02):
I always say like we are kind ofdigital empowerment for all.
When we were started in 2016,you know, you had digital
agencies and above the lineagencies that were like TV and
commercial art commercials andlike traditional marketing print
whatnot.
That's no longer the case.
Everybody is digital.
You have tapped in to a wholehost of women that have a lot of
experience to offer and sharewith you.
(16:23):
So really anybody that's youknow in the digital space
marketing, advertising, tech,entrepreneurs who are kind of
(16:46):
running and doing their ownbusinesses, and maybe you're
managing a lot of your emailmarketing, social media and you
want to know enough to bedangerous.
So, yeah, I even say like, thedigital curious, the
entrepreneurs, those who arelike, ready to like, leave their
toxic jobs it's a new companyum, and anyone who's female
identifying.
We've got several members within, like the lgbtqia community,
(17:06):
including trans members, whichmakes me very happy that they
feel safe and seen in the spacethat we've created as well.
But, yeah, there's no titlerequirements.
You don't have to have acertain title or years of
experience.
It's really about, like, how doyou want to do?
You want to find the space tolearn and grow in this field of
digital and then find somereally amazing people to just
cheer you up along the way orcheer you on along the way.
(17:28):
So, yeah, that sounds awesome.
So, if you're considering it,definitely check out the link to
Together Digital in the shownotes or the YouTube description
.
Wherever you're listening orwatching, you can definitely
check it out there.
Now, in your spare time, you'rea podcast host.
Talk to us about that,absolutely.
So, as we were discussing amoment ago, I've got one soon to
(17:48):
be two so the first one is thePower Lounge podcast, and that
is really just an opportunity tobring women that have
information, inspiration andempowerment to share with our
members so they can be digital,digital adjacent.
We've had coaches, we've hadbook authors, we are on.
We just wrapped season threeand it's just been really
wonderful.
Some of my favorite guests havebeen Cindy Gallop, who's really
(18:10):
well known within the marketingindustry and advertising
industry I met her gosh back in2012 at the 3% Conference.
Kim Scott, who wrote RadicalCandor fantastic book for
leaders who are looking to beclear but kind when sometimes
clear is not your easiest thingto go to when it comes to being
direct.
And then Nancy Harhat has alsobeen another favorite guest of
(18:30):
mine.
She wrote a book on usingbehavioral psychology in
marketing and I've heard herspeak a couple of different
times and we just went after her.
She's been on the talking tracknow, I think, for two years.
The book's been out.
It's such a great book in thesense that it has really
applicable case studies andtactics and strategies that are
steeped in psychology, which Ijust find fascinating and fun.
(18:55):
So I love it because I get thechance to highlight some really
amazing women in the industry.
But then we've also had memberson members who have published
books, members who have startedtheir own businesses.
It's been really fun tohighlight them as well.
So that's the Power Loungepodcast.
Usually, every Friday at noonwe do a live recording session
so members and non-members canjoin, listen and ask questions
Because, like we said, we liketo build that muscle of asking
and then, yeah, so that one'sbeen really fun.
I can't believe it's going onseason four soon.
(19:17):
It goes so fast, it really does, and it's like the best part of
my week, every week.
And it's always funny when Imeet people and they're like I
listen to your podcast all thetime and I love it.
I'm like, okay, and they knowso much about me?
Yeah, they do, which I love.
I appreciate that.
I take that as a compliment,but it also feels strange.
I know, right, it's justbecause it's audio and a lot of
(19:39):
times audio and visual, you know, again, it creates that
connection because you'retalking to them, right, you're
talking with them, you're havinga conversation, which is why I
love podcasting as a platform.
Did you start that podcast forTogether Digital?
Okay, so we did a webinar thatwas initially like a she Rocks
highlights thing that wasmembers only, and then, during
(20:00):
the pandemic.
Just everyone, all of ourmembers were sharing in our
podcast, books and articleschannel, all of these podcasts
they were listening to, and I'mlike I want to make this
accessible to any and all women.
So we started using it as likea top of funnel, a marketing
opportunity to get members andnon-members in to listen and
then just make it easy for themto tune in, whether it's live or
live streamed or YouTube or thepodcast.
(20:22):
And so, since starting thepodcast, have you seen, since
you're using it as a top offunnel marketing tactic for
Together Digital, have you seengood results from it beyond just
your members?
Yeah, no, absolutely.
Like I said, when peopleusually come up and compliment
the podcast and say they'relistening, they're usually
non-members.
They're usually joining notlong after.
(20:43):
So, yeah, plus, I would say too, it's like we feature and
highlight, you know, partnersand sponsors.
So, as far as like arelationship building tool, I
think the podcast has done atremendous amount for us as well
, which is, I would say, outsideof attracting new members,
probably the next big objectivewith it.
So very cool, but thank you somuch for sharing about Together
(21:05):
Digital, about creating safespaces for women to grow and to,
I think, jump over that chasmof networking that exists
between women and men inprofessional settings.
And then, of course, yourpodcast, which is awesome that
you leverage that to grow yourorganization, because it is
definitely a valuableorganization.
(21:27):
Before I let you go, though, Ido need to ask you a question
that I ask all of my guests.
That is, this show is calledImperfect Marketing, because
marketing is anything but aperfect science.
What has been your biggestmarketing lesson learned?
Yeah, this is a fantasticquestion, and obviously that
could take up like a wholenother F an hour naming all of
them.
So I would summarize and saythat the biggest one and you
(21:50):
know, this realization came tome once I left being in service
of clients and agencies andstarted working for my own,
running my own company.
Is that really for the longesttime?
You know and I still think thisis true that marketers as a
whole and companies as a whole,we tend to make our marketing
about ourselves.
You know it's about.
It's about like the shinyobjects, it's about the award.
(22:13):
Sometimes it's about making theclient happy, it's about making
the internal agency team happy.
We're never really like honingin hard on the customer, the
people that we're actuallytrying to serve.
We have so many things to say,we have so many things to say
and we would probably say thingsa lot differently and or say a
lot less if we truly put thecustomer and the customer needs
first.
And I do think that that'ssomething that you know.
(22:36):
Whenever I do kind of pick uplike a consultancy or a client
or something like that is onething I'm constantly asking is
what do your clients want?
What do they need?
How are we showing up for them?
How is this product or servicereally something that they're
going to gravitate to?
How does it solve a problem?
What need does it meet?
Because really, at the end ofthe day, you know, given like
(22:57):
the number of choices that wehave, you know, think about it
any shelf I've worked on brandsfrom like Pantene to Pringles
and both of those shelves chipsand hair care, massive, entire
aisles just for those twoproducts we have a number of
choices and I think, you know,as companies, as brands, as
marketers, we can just be somuch more intentional about
(23:18):
really listening to our audiencefor the opportunity of the
upsell, for the opportunity oflike expanding and innovating on
our products and services.
And, you know, while we're notlike growing like gangbusters.
Here at Together Digital, ourgrowth plan is intentional.
It's about having the qualityversus quality members because
we want to protect thatbeautiful safe space we've
created but that we have likenext our value, and we've
expanded our offerings from ourmasterclasses that are monthly
(23:40):
for members only, to anentrepreneur peer circle and a
mastermind that happens once amonth for those folks as well.
It's really changed the way wedo business.
We used to just very much belike an in-person, chapter by
chapter, local in-person eventorganization and now we're just
this beautiful omnipresent spacewhere women can just kind of
(24:00):
it's like your bat phoneWhenever you need it, you just
jump on our Slack and you saywhat you need.
We even have a social yellingchannel where you can just
scream in all caps when you needit and just being able to kind
of be there for that many morepeople in that way, while still
doing our in-person events andstill having that initial like
beautiful in-person connectionsthat we had.
It's also really cool to seethese women forming bonds,
(24:21):
winning work together, startingbusinesses together while in
completely different states orcompany or countries, and then
coming together at things likeour national conference to find
that bond, and really thatthat's where the networking gap
book idea came from was reallylooking at and listening to our
members and the future app,because again, I'm looking to
solve a problem.
I'm not going to be in love withmy product.
I think that's where we falldown.
(24:41):
A lot is, we are just so inlove with our product we forget
about the people that we'rethere to serve.
So I'd say that's probably mybiggest.
In summary, I love that one.
That is definitely a veryvaluable lesson learned along
the way, and I think everybodyshould take it to heart, because
it doesn't matter if yourcustomer is a real customer,
business to business, businessto consumer or internal
(25:03):
customers, right, your bosses,your subordinates, whatever it
happens to be thinking aboutthem first and communicating it
that way helps you too, right?
So think about it for all ofyour different customers,
internal and external.
But again, I think that there'sa lot of value and a lot of
lessons learned.
We always have so much to sayand so much to communicate.
(25:24):
You've got to narrow it down towhat they really care about,
and I think that that's reallyimportant.
Thank you so much for your timetoday.
I really appreciate it.
Thank you all for tuning in andwatching or listening wherever
you're getting your podcasts anduntil next time, have a great
rest of your day.
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