Transforming Challenges into Opportunities with Jennifer Kelly

Welcome back to Camp Content! In this episode, join hosts Molly Ruland and as we introduce Jennifer Kelly, founder of New Initiatives Marketing Inc. Jennifer delves into the importance of nurturing leads over simply collecting them, the value of personal interactions in content creation, and shares her journey from corporate roles to entrepreneurship.

Get ready for actionable tips to enhance your business practices in this wisdom-filled episode. Stay tuned!

Connect with Jennifer: Jennifer Kelly | LinkedIn

Website: nimblequotes.com

Episode Timestamps:
00:00 - Intro
01:11 - Career and Marketing Expertise
05:53 - Transition to Embracing Opportunities
08:17 - Post-COVID: Virtual Work and Hiring
10:24 - Reviewing Sales Strategies
13:53 - Driving Sales Success through Marketing
17:46 - Content Creation and AI Fears
21:47 - Empowering Confident Speaking
23:23 - Practical Philosophy for Business
27:40 - Personalized Tours and New Experiences
31:48 - Authenticity and Visible Leadership
34:42 - Practical Business Advice
36:31 - Outro

Quote of the Episode: "Empower your team by reclaiming time for enhanced productivity and business growth." — Jennifer Kelly

For more insights and to book a call with Molly Ruland, visit Molly’s Calendly.

Host: Molly Ruland, CEO & Founder
Operations Manager: Matt Billman
Powered by: Heartcast Media,http://www.heartcastmedia.com

Episode Transcript

(00:12):
All right, ladies and gentlemen,welcome to camp content, where today's minds
in marketing and communication gather around theproverbial campfire to share strategies that ignite brand
narratives and fan the flames of innovationin the digital world. That's a whole
mouthful right now, But today wegot Jen Kelly on the show. She
is a steadfast contributor in the Bto B marketing sphere and the founder of

(00:36):
New Initiatives Marketing, Inc. Sincetwo thousand and nine, Jen has been
at the helm of the firm,seamlessly stepping into roles as fractional CMO and
leading an expert marketing team dedicated tocrafting and executing heavyweight marketing strategies tailored specifically
for B to B CEOs. Beyondher leadership at NIM, Jen ventured into
the SaaS domain with Nimble Quotes,a novel service that designed to enrich the

(00:59):
twin feeds of subscribers with uplifting quotesfrom twenty fifteen to twenty twenty four.
So I just want to want tofocus on since two thousand and nine,
since twenty fifteen and two to twentytwenty three, we're talking about a massive
digital space there, Analog did.There's a lot of valuable expertise, information
and experience in this conversation. Headedyour way Before becoming an entrepreneur, Gen's

(01:21):
career is decorated with senior marketing rolesat global powerhouses such as Future Shops,
Semens and then The Financial Times inthe UK, where she also chairs three
enriching years. Living abroad or broadeningher horizon in the international business. We'll
definitely get into that because you know, I love a good traveler, and
so we're going to talk about livingabroad. Of course, a notable highlight

(01:42):
in her community contributions is her involvementand bringing ten X women to Toronto setting
stages in twenty thirteen and twenty fifteen, and to that I say, hell
yeah, Jen, representation for womenon stages is super important. Today,
She's here to dive into the intricatedance between sales support and marketing and B
to B environments, the value ofconsistent marketing efforts, and how seasoned companies

(02:04):
can still find themselves at crucial turningpoints requiring skilled marketing directions. So,
without further ado, welcome to theshow. Jen. Wow, Thank you,
absolutely, thank you I am legitimatelyexcited to have this conversation. You
know, anybody that's been in themarketing space for as many years as you
have has a lot of value tobring to the table, and I think

(02:25):
that matters more than ever in thisrapidly changing environment that we live in and
that we're all trying to survive inwith our businesses. So so thank you
for coming on the show today.Absolutely, I'm looking forward to it.
It'd be great. Yeah, metoo. So let's talk a little bit.
Number one about the business, aboutnew initiatives marketing. Let's just do
a quick business snapshot. So youknow two thousand and nine, is that

(02:46):
when the company was formed, itwas yeah, yeah, just me,
just me, and then I havegrown it all right, And how many
employees and contractors do you have?We have six people that our clients interact
with every single and then we havea bench of twelve. And what I
mean about a bench is there's thingsin marketing that you need from reliable sources,

(03:07):
but you don't need them every singleday. So an example of that
is research, right, So sixplus twelve would be the answer. Gotcha?
And where are your clients based?For the most part, clients are
based. They're usually evenly split betweenCanada and the US. So we're based
in Toronto, but we work NorthAmerican wide. And what is the are

(03:28):
you working with like small companies,really big companies, a combination? What's
your client profile look like? Yeah, our client profile. So we focus
on B to B and I knowthat's like a huge, huge bucket as
well. Where we typically focus isso B to B, So I think
of non food manufacturing, industrial oiland gas, electric utility. Some people

(03:52):
call it the real boring stuff.We find it interesting, but that's that's
where we focus. Small. Ourlargest client we've had is seventy billion dollars
on the Stock exchange. So Ican talk about how we help those kind
of clients. Most are three millionand above. Gotcha, that's super helpful
information. All right, So letme let's talk about the inception of new

(04:15):
initiatives marketing. Where where did thatcome from? What lit that fire to
create the company? Oh? Whatlit that fire? Well? I would
call myself the reluctant entrepreneur. Ihave to tell you a layoff. So
in two thousand and nine, whenthere was a you know, financial crisis,
people say, you know, twothousand and eight, two thousand and
nine. Anyways, July two thousandand nine, I was laid off from

(04:38):
my lovely corporate job. I wasone of those weirdos that enjoyed the corporate
world. I enjoyed being part ofa big marketing team, and yeah,
laid off. So it was thekind of thing where I didn't really know
what to do at the time inthis area here, So within Toronto,
there was that that was happening allacross the board. So it wasn't as
if, you know, our companywas having a hard time, I could

(05:00):
go somewhere else. It was,you know, all right across the board.
And I think I have to oweit to my old boss. That
kind of lit the lit the ideaof like how how this could work?
Because I remember, you know,he was telling us, Okay, you
guys are laid off. It was, you know, not a surprise,
but still right you think maybe youcould you know, be spared, right,
And so everyone at that time directorand below so below director was laid

(05:24):
off and we had a huge marketingteam and I remember asking him, I
was like, what are you goingto do with all these campaigns that have
to get out? And he wasjust like, I'm not so sure,
you know, and I don't reallyknow. And and then I had the
idea, I mean, maybe Icould come back in freelance for a while.
And so we we did that deal, and I came back in a
couple of days a week, andI thought, if this is happening here,

(05:46):
maybe it's happening in other places too. So I was able to cobble
together, you know, a coupleof a couple of clients that way.
And you know, right now,it just seems to me, as I
tell you the story, I'm like, duh. I mean, that's an
obvious thing. But for me,I was kind of raised corporate. And
what I mean by that is,you know, went from school and do
a big corporate job and just wipecorporate job to corporate job. And in

(06:09):
my experience, it was more likein the corporations I was in, it
was kind of like you waited forthe job opening, you waited for the
next opportunity. So I was kindof, really, I guess, tuned
to waiting for my next opportunity insteadof going for it right. And so
to be out sort of on yourown and you realize, you know,

(06:29):
it really is up to me,I really can go make a deal if
you know, if I can convincethem there's enough value there to exchange some
money and we have a deal.That's great. And that was just mind
blowing to me, like the freedomto be like, oh, I don't
have to wait for that job posting, I could just go for it.
So so anyway, so that's howit started. And the idea was to
sort of wait out the recession andthen get right back into a corporate job.

(06:53):
And the reason I didn't go backis because because of that, because
I found, Wow, I cango. I could kind of go and
make my own block. I knowthat sounds so ridiculous, but it was
so eye opening from where I camefrom. And it was working too.
I'm like, wow, I'm doingokay on my own here, and I
see the need that these other companieshave a hole in their marketing and some

(07:15):
need some help there. So sothat's how it started, and that's how
it kind of it kind of keptgoing. Yeah, I really love that.
I think that's brilliant. I mean, that's the heart of an entrepreneur
is like recognizing a gap, youknow, recognizing the demand and filling that
you know, well, a goodentrepreneur anyway, So how are you You
know, there seems to be aninteresting comparison between two thousand and eight and
right now. Right there's so manylayoffs, there's so many things happening,

(07:39):
you know, how do you seethis rule of the practical and a CMO
then versus now, Like, howare you navigating those spaces and figuring that
out in this new world? Becausethere's it seems like there's a lot of
that happening right now. Yeah,there is a lot of it happening right
now. It's just so funny though, like going through recession by recession,

(08:00):
each one is different, right,even though you've been through a few and
you just think, okay, youknow it's it's it's you know, I'm
armed for this one. This time, there's always something out of left field
that makes it you know, yourexperience, your experience experiencing certain challenges new
for the first time too, Sothey're they're not the same. What is
different about this time is having comethrough COVID, most companies now have a

(08:22):
different view about virtual work and abouthiring vendors that deliver virtually. Prior to
COVID, that was probably our numberone objection was like, you're kind of
you know, a virtual company,and you know, we're not really sure,
not really comfortable, not really sure, So that would be an objection.
Obviously, the clients that we didbring on didn't have a problem with

(08:43):
that, or we won them owerand we were able to you know,
deliver and and make them, youknow, make them trust that we could
do the work. So right now, that is a huge opportunity for people.
So if you're thinking of if we'retalking about someone who's been laid off
and wondering, you know, howdo you go on, how do I
you know, sort of cobble togather some work. Until the idea of

(09:07):
being a consultant, about being virtual, about being able to you know,
come in for a few months anddo something, you have an excellent opportunity
right now because that kind of workor that kind of way of working is
not viewed with any kind of disdainor any kind of like I'm not surely
sure about you. It's not veryprofessional, it's very professional. So for

(09:28):
that, there's lots of hope outthere for sure. What I'm noticing as
well is in comparison the plans,so we do a strategic plan for a
company for their marketing. The planspreviously could look out three to five years.
Now they're like maybe a year atbest, But give us something rolling,
And how do we give us aplan for how we react if the

(09:52):
market changes, if something new comesinto the market, if we have to
change. So there's a lot,it's a lot quicker, and they want
to be prepared for the change.I know that sounds kind of funny,
but like, what do we doif this thing isn't working? How fast
can we pivot on that? What'syour plan be that kind of thing?
So I haven't seen that previously,so that that would be the difference.

(10:15):
And how do you like assess theneeds of a company that's traditionally been sales
lad how do how do you howdo you navigate those spaces? Yeah,
well they will come to us.So sales lead is all great until your
sales start to plateau and you're like, what is going on here? Right?
And so that's the time that it'sbest that we can come in and
assist. Some of the things thatwe have seen when we go into those

(10:39):
businesses is that there there may notbe I guess robust messaging, meaning that
the sales team feels really beat upon price. They've tried a couple of
different messages and they end up discounting, and so that can largely be because
of either positioning that needs some refreshing, or perhaps positioning wasn't done in the

(11:05):
beginning. Perhaps they were their onlykind of show in town and we're off
to the races that way, andnow it's getting more and more competitive,
and they got to figure out whereyou sit next to what's going on in
your market. So that will beone thing. The other thing we notice
is that there is no lead orlittle lead nurturing, so meaning they have
an interested lead come in, theymay be speaking with them, they may

(11:26):
get them to a proposal. Thefollow up is just either non existent or
not fast enough. And that's anotherarea that we can help with. I
mean, and this is not tosay that the sales folks aren't doing their
job. I mean they got enoughto do going out there, you know,
doing the pitches, following up gettingrejected. We have to remember that,
I mean, it's a really hardjob, right and just like honestly,

(11:52):
you can't expect them to also runlead nurture campaigns and that kind of
thing. So for us, again, positioning is some kind of messaging around
what special about them that they canback up with and then lead nurturing just
to help keep those things warm untilthey can be closed or you know,
move moved along or moved out.Yeah, you know, it's interesting because
I talk a lot about that withpodcasting too, there's so many you know,

(12:15):
there's a lot of bad information.It's like interview people just keep it
moving next, next, next,and then you don't even follow up.
And I mean, how many podcastshave you been on where you don't even
know if it went live or not, You never even heard from them again.
And it's like, these are relationshipsthat you need to nurture. So
I think it's a common I thinkwe're in this like this generation of more

(12:35):
right, Like if you didn't geta million likes or a million impressions,
it's all these vanity metrics, andit's like is your phone ringing? Did
you send them a nice email?Did you You know, I think we've
really lost you know, if youhave a company that's doing seventy billion dollars
on the you know, exchange,then yeah, then it's a numbers game.
But for a lot of people.It really comes down to nurturing those

(12:58):
relationships, so you know they're goingto close or not right, And I
think we're missing a lot of thatfor sure. So can you give me
a good success story from you withyour company for a client that you have
achieved something that you know you couldreplicate again. Oh yeah, absolutely.

(13:18):
So what it has to do withthe lead nurturing, It really does.
So we had a client that wasserious about marketing in the way that they
really took trade shows very very seriously, and so would go to many very
specialized trade shows. They had theirtrade show strategy. As for far as
picking the shows, Dawn pat verygood. While at the shows, the

(13:39):
folks in the booth were the rightpeople. They could explain all that this
was a very technical information. Theyexplained it all. That was great.
The problem was when they came home, it's almost like those leads just stayed
on the machine. Yeah yeah,yeah. And this would happen over and
over and over again in several yearsin a row. And of course the
sales team would come home with somehot leads that were you know, they

(14:01):
were following off immediately and that wouldturn into a deal. But there were
anywhere from hundreds to probably about inthe hundreds, I have to say,
you know, maybe fifty to onehundred, not thousands, but hundreds would
be you know, a good dealfor them that would come home and just
kind of sit there. And sowhat we were able to do is sort
of explain the you know, here'swhat we're seeing that, here's how marketing

(14:22):
can actually help sales. And wewere able to introduce a very good lead
nurturing after show and then getting theminto the sales pipeline, if you know,
if qualified, and we were ableto turn around a certain amount of
deals for them. So it wasobviously brought dollars in for them, but
also too, I mean it wasthe kind of thing I mean, did

(14:46):
they know better they were just kindof focused on the next show. Yeah,
yeah, we got the leads,kind of didn't really even think about
it and didn't really even have thestaffing there to be like, okay,
here's the leads, here's what wedo. Because you know, if the
salespeople have two or three really youknow, pressing deals that come in from
a show, they are one hundredpercent on those two deals. You know,
of course they are right, ofcourse they are right, so so,

(15:09):
and that's you know, what wecall it maybe a leaky funnel.
That's the kind of thing you don'tneed more leads. You got to nurture
the ones that you have, andyou'll probably be pretty surprised that you can
turn those into deals. I couldn'tagree more. I love that. And
I mean even from small events tosomebody walking around with a clipboard and a
pen collecting emails, to massive corporateinstallations that they've spent you know, thousands

(15:33):
and thousands of dollars on. Imean, let's be honest, by the
time you pay for flights and hotelsand the setup and all this and the
fancy thing and the lighting and dda da da da and the meals and
all that, you're spending a lotof money. And then yeah, what
happens with all those business cards?Are there notes on them? Are are
they detailed? Are they being followedup on? Because you know, that's
direct contact with people and a muchyou know, richer and more valuable lead

(15:58):
than something off Instagram or I don'tyou know, I don't even know,
but yeah, you know, reallyfollow up on that. And yeah,
I think we've just gotten to this, like consumerist society where it's like next,
next, next, next, next, Like, no, the success
is not I got one hundred emailsthe successes. I collected a hundred emails
and turned ten of them into deals, Like you've only got half of the

(16:22):
equation there, you know what Imean? The email doesn't mean anything.
And I work with a lot ofcoaches and smaller businesses and they have email
lists, but none of them aretagged. They don't know where these people
came from. They're not emailing them, you know what I mean. By
the time they do, they're probablygonna get unsubscribed because they're going to go,
who the hell are you? Idon't remember what you are anymore?
Right that you know, it's goingto hotmail addresses, like come on,

(16:45):
man, like, what are wedoing this? You might you might have
waited too long. So I thinkthat's brilliant. I'm really focused on relationships.
I think that in this crazy worldwe live in right now, with
so many divisive things happening, Ithink the quality of your life and business
is based on your relationationships, andI think it's more valuable to spend time
nurturing the ones you've already created andsaid it constantly looking for more, you

(17:06):
know, I really do. Yeah, all right, So can we talk
about you know, I don't wantto talk about AI because there's enough of
that going around. But how areyou navigating? Like? You know,
everything is changing? So how doyou keep your team nimble in this space?
Or is what you're doing relatively oldschool with a new school lift?

(17:29):
That's interesting? The thing I'm gladplease don't ask me about the future of
AI. I'm the wrong person toask. I don't know. It's probably
gonna be pretty intense, that's myanswer. What I'm finding is, I
call it the human side of it. Well, let me explain. There's
a lot of I guess, hesitation, fear. So you got to think

(17:52):
our company, we produce a lotof content, so written content. We're
interviewing the thought leaders in our clientscompanies. We're getting their information right from
the horse's mouth, We're putting itout as their information. We're getting them
to sort of rise in their visibilitythroughout their industry. We're getting the potential
customers to trust these companies more andmore because they're seeing, you know,

(18:15):
who are the folks internally and whatnot. And so our writers, our designers
are feeling like, well, youknow, is AI going to take over
my job or it already is,or I'm having a harder time getting you
know, other opportunities because they're like, no, we don't need you as
a blog writer. We're going tojust run it through AI. So the
thing has been trying to calm themnot is it calm them down, trying

(18:41):
to have them see that there couldbe ways that AI could help them and
that they're not going to get replaced. At least we're not going to be
replacing them and we're not going tobe replacing them because one of the things
we do, so we work inB two B, and what tends to
happen in B to B is it'seither technical, it's kind of invisible work.

(19:03):
Right, you see the output,you don't see all the you know,
the thinking or the science behind it. And those are the stories that
we're bringing out to differentiate our clientsand as well with the expertise and the
companies. They're either the engineers oryou know, the sales engineers or the
CEO that created the company. We'regetting their input, their point of view

(19:23):
all on like how they created,that's why they created that's how it solves
a problem in their industry, andtheir point of view is really helping to
distinguish the company. I guess intime, a robot could go and interview
them. But what we're finding isthat most of these executives have never put
out their own content this way.Very few of them have written a blog.

(19:45):
They may have keynoted something in thespeech, for sure, very few
are putting out weekly here's what Ithink. And so it can be quite
intimidating and it can be quite atimesuck on your calendar for sure. So
our model is we have a professionalwriter. It comes in interviews you and
we can get you know, threeto four blogs out of a one hour
interview. But the key is inthat person a person interaction, even if

(20:07):
it is over zoom. So yeah, there is interview questions, but the
writers are picking up on nuances,picking up on things that they may not
understand, digging for more explanation,making the executive feel comfortable enough to say
more about it. And at leastfor right now, I'm like, that
is golden. Right. So you'vegot the writer that's got those skills,

(20:29):
you produce better content. You've gotan executive that now feels more comfortable telling
their story. We know we havewhen they come back to an interview and
they're like, hey, I hadthis idea, We're like, yes,
yes, it's working there. AndI guess another test is that they feel
proud that once they see the articlewith their name on it, they're like,
yes, I can show this around. Yes, I'm happy with this.

(20:51):
So we kind of help them findtheir voice in the industry as well.
And so for all that, wecan't put that into j at GPT
and just have it come out.So so that's a long winded way of
saying, right now, our workis so personal and those kind of skills
and interviewing and making someone feel atease and pulling out their excellence and then

(21:11):
writing about it. I'm saying tomy writers like what I need you,
you know, stay with me.We need this, we need this.
I agree, you know, Ilove that because you know, I do
a lot of that stuff with myclients to like we do stuff with Department
of Health online learning modules and thesedoctors coming in they're like my name is

(21:33):
and I'm like, oh Jesus,you know, get your name. Come
on, man, you got this, you know, And and we had
this one client that was like,we're having a couple sessions and it was
really difficult because it was like thedoctor they hired to do the course and
my team was struggling and they werestruggling, and I was like, invite
me to this session. And Iwas just like, you got this,
doctor, Kelly, you got this. Come on, you talk about this
stuff all day. Come on lookme and I all right, what do

(21:55):
you have at breakfast? As more, what are you doing this week?
You know, just just just bringingthem back down, looking them in the
eye, having a conversation with them. You know, it's it's like night
and day. The content we wouldget from them, you know, they
would literally be struggling to say theirown name. I'm like, you're smart,
the smartest person in the room,but you're not acting like it right
now. So I need you tojust like USA, take a deep breast,

(22:17):
scream, do whatever you want.You know, but you get them
to smile, you get them tocome out a little bit, and then
that's where the really great content comesout, because they feel comfortable and like
you just you know, uh,it's not something you can learn, and
that certainly isn't something that AI cando. You know, it's a certain
type of person that can like bringthat out of people. And a writer

(22:40):
is a really good snapshot of thattype of personality because they're inquisitive and you
know, interested and thoughtful, youknow, and good listeners, right,
good listeners. Yeah, all thingsthat I am probably not, but you
know, I'm working on it.I'm working on it. My backup plan
is Santumkin. So they've all fails, you know. All right, Well

(23:03):
this has been great, So Ihave I want to move into the speed
round questions because I have a fewfor you, lightning around whatever we want
to call them, and they're justa little bit more fun to kind of
show some of your personality. Sothe first one is what is the last
book that you read that had aprofound impact on your marketing philosophy? Oh,
my goodness, it's right here.This isn't even I didn't even set

(23:27):
this up. It's this one byback your Time. So this is not
necessarily a marketing philosophy, but itcertainly helps me with running the business,
structuring the business, being better forthe team to be able to go off
and do their their their work better, and it I guess it's practical,

(23:51):
for sure, very very practical.But there's also some mind stuff and mindset
stuff in there. And I don'tmean the woo woo. I mean the
you know likes you know, callingyou on your bs and it's time to
get it together, right, Sothat would be the book. I got
ten credits on Audible, so that'sabout to be one of them. I

(24:11):
love. I'm a big Well,my brother's an author, so I can't
say I'm a book book reader becauseI listened to Audible. He's let me
know several times you are not readinga book, you are listening to it,
And I say, hogwash. Yes, I'm a big book listener.
So I will add that because youknow, there's a few books in my
life I've read that have changed myentire life. So you never know when

(24:33):
that's coming through, all right.Number two, if you can have a
coffee chat with any marketer, whowould it be and why any marketer or
any business person. It doesn't haveto be marketing. But you know,
let me go with my first thoughthere. So Seth Godin. So he
has been around a long time.I've seen him present at certain conferences.

(24:57):
I've read some of his books,what's really neat about him? Besides being
you know, very very intelligent,very very able to communicate his ideas,
He's he's got a very calm mannerism. And in our industry, you know
Mark, I know we're not insales, but we're pretty close. Folks
can be a little too loud,a little too raw raw, and I

(25:19):
just respect his uh. I don'tknow his solid calm nature, and I
think it would be really interesting tohave that conversation with him. That's a
great answer. Number three, what'sone marketing buzzword you think is overused right
now? It's a AI, andI guess it's in the phrase like kill

(25:45):
your digital marketing AI can do itfor you. I love that. I
would agree. I muted myself fora second because my dog was barking and
living in Costa Rica. U.They just dogs just show up at your
house. It's just you can't help, but you just it's not even your

(26:06):
dog. No, there might wellthey are now. I love those little
oh little girls. But yeah,okay. Number four, can you name
a brand whose marketing strategy you secretlyadmire, oh, secretly admire? Oh
my goodness, I would say,yeah, n y X in the early

(26:26):
days. So this is a orNIX. I don't know how you pronounce
it, but it's it's a Iguess a lower budget cosmetics brand. Ah,
okay, cool, I'll have tocheck that. And and why why
did why? What draws you tothem? Why? Will just because it's
so Usually the lower budget doesn't getmuch attention because there don't have much money

(26:48):
to uh, you know, explodeinto the market. So uh that they
were able to do that as wellas the quality for the price point is
uh, you know, can rivalsome of the fancier stuff. So I
was impressed. I was impressed bythat. I love a good scrappy deal.
I love it, especially if it'sa good quality you know. Okay,

(27:08):
quick choice Twitter or LinkedIn for Bto B networking LinkedIn. I agree,
Twitter's a dumpster fire if you askedme it. It used to be
great, though it did. Letme tell you. Let me tell you
it used to There's still a lotof journalists and stuff on there, but
for the most part. Yeah,all right, Okay, I have a
wild card question for you, andI like this one. If you were

(27:32):
to start a completely different business outsideof the marketing industry, what would it
be. What would it be,Oh, my goodness, it would be.
I think it would be something todo with personalized tours somewhere. And

(27:56):
when I say personalized, I'm makingthis up as a go because I don't
know if it's out Maybe it isout there, But from my travels,
I have seen that people are scaredto travel certain places. And I don't
mean that we're going anywhere dangerous,but happy with perhaps the tried and true.

(28:18):
And it's only until someone can showthem that new restaurant or the new
city, or the new place,or the new thing or the hidden thing
down this alley that serves the bestpizza or whatever it is. Then you
just see them just open up andbe like, Oh, what else is
in this town? So if Icould do personalized tours like that, I
think I would like that because Ilike showing people new things. I like

(28:41):
opening their minds to it. Ido like the travel, and I do
like them the personal interaction with folks. So I think i'd open something like
that Jen Kelly Travel Agency. It'sgot a nice ring to it. I
love that too, Like I liketraveling and experiencing things. I mentioned earlier.
I was a secret shopper for hotels, resorts, and casinos for a

(29:03):
year, which is it was likebefore nine eleven. So I had aliases
and like fake IDs. I wentto New York City and got fake IDs,
and like you know, on thecredit card, you could get an
alternate user card and so I wouldget magic. So one of my aliases
was Dallas. Mahoney, oh mygod, that's ridiculous. But the problem

(29:25):
is I'm a terrible liar, andso people are like, what's your name,
And I'm like Dallas, you know, like I'm just not I'm not
a liar. I unless you're likethe police or the irs, So then
maybe I can squeak out a liartoo, But the rest I'm just a
painfully honest person. And so Imessed myself up a few times. But
I loved moving around and being alone. I met so many amazing people and

(29:48):
it changed my life because before thatI wouldn't even eat alone in public,
and then I got thrown into thisjob and I had to eat alone in
public all the time. That wasmy job was like literally doing restaurant evaluations
for these hotels and stuff. Soit it changed me as a person,
and I think travel is super important. I love that. I was thinking

(30:08):
about this question. For me.I would love to like have a boat
business or some just some opportunity whereI could be on a boat, be
on water and make money. Idon't know what that looks like exactly,
but oh wow, I love boats, even fairies. I'm like, yeah,
I'm very easy. I believe iam. I'm like my friends all

(30:29):
make fun of me. They're like, are you happy that you're on a
boat? Bind a chance? I'mlike, shot, you know, it's
better than being angry, right,you know, like at least I'm silly
excited about being on boats. Whatcan I do? All right? So
we got one more round here,and this this can be a lot of
fun too. This is the realor fake round. So I'm going to
list off some podcast names and thenyou can tell me if they're real or

(30:51):
fake. Okay, all right?The number one, the digital marketing podcast.
Oh, that's gotta be real.That is real. That was super
lame. Did I started with thatone? Okay, Marketing over Coffee,
that's gotta be real. You're killingit all right. Market Movers and Shakers.

(31:12):
Oh that's probably real too. It'sfake? Oh, it's fake Oh,
that's a pretty good one though.It's a good name. Somebody should
do that. Movers and Shakers,okay, B to B buzz builders,
Oh my god, yeah, it'sprobably real. It's fake. Fake.

(31:34):
These are kind of boring today.Usually they're more fun. But that's okay,
all right. And then the lastone, viral voices behind the campaigns.
Oh my god, I'm going tosay fake. That one is fake,
but you know it kind of itkind of reminded me of I was
going to ask you a question aboutthe importance of having the C suite be

(31:59):
visible, but you answered it withoutme asking, and that viral Voices behind
the campaigns kind of ties into thata little bit, you know, like
that behind maybe not viral voices,but behind the campaigns, behind the company,
you know, behind the curtain,you know who who is it really?
You know, who's who's running thisoperation? So that podcast, yeah,

(32:20):
well it's important too, because wellit seems like a lot of our
clients before they work with that,they're like they're a number one complaint.
We're the best kept secret in theindustry, like, you know, like
we're better than these guys, andthese guys we have more, you know,
innovative technology than those guys like,well, yeah, you gotta get
your story out there. Nobody knows, yeah, and they can't champion your

(32:45):
story. They can't like you,they can't want to tell other people about
you, you know, I know, like you know, if I like
something, I'm telling people about it. Like I subscribed to The Morning Brew.
I'm a start cast. I'm Irishand Catholic, you know what I
mean, from Brooklyn. My dad'sfrom the Bronx. My whole DNA is
sarcasm. So when The Morning Brewcame out, I was like, finally

(33:06):
a news digest I can get behind. And then I shared it with a
lot of people because I liked it. Right, So it's like, you
know, if you want people totell your story, you got to tell
it, you know, if youwant them to share that, So you
got to tell it in the firstplace. Otherwise nobody knows, right,
And the best kept secret is theworst guest secret. Technique. Yeah,
not good, not good. Imean it's great for referrals a whole bit.

(33:27):
That's great, but like you gotto grow your business, right if
you got this interesting technology, ifyou're really solving these problems that you know,
the whole world in your industry haslike, let's let's go help some
people, right, So, well, I think that's an excellent way to
end this conversation. If you feellike you are the best kept secret in
your industry and you don't understand whypeople don't know about you, then you

(33:49):
should head up Jen Kelly today becauseshe can help put all that together.
Jen's company is constantly growing and andis absolutely ready for some new business,
new clients, and can expand atthe drop of a time. So if
you are interested in furthering this conversationwith Jen, definitely hit her up in
the links below. But Jen,before we go, what would be the

(34:10):
last thing you'd like to leave ourlisteners with before we say goodbye? Before
you wrap up, whatever you're doingin marketing today, just keep it consistent,
because that would be one of themajor problems that we see. Folks
go in to try this and totry that, and try this and see
something that competition is doing, andthen they try that, and then then

(34:30):
they come back to square one andthen they just think, you know,
maybe marketing doesn't work for our company, and it's not true. So whatever
you're doing today, if it isworking for you keep it consistent. So
that's what that would be my advice. I think that's fantastic advice, very
practical, very realistic, and canbe used for anybody with a business,
big or small. So thank youfor that little gem. So Jen,

(34:52):
it was absolutely wonderful hanging out andchatting with you today. You know,
we didn't even get into like youliving abroad and all that, so maybe
we'll have to have you come backand we'll do a whole episode about that.
But chairs to you for being atrailblazer, truly and honestly, and
I can tell from talking to youthat you really have a lot of experience
and knowledge, and I'm sure thatour listeners will resonate with that as well,

(35:15):
and hopefully the phone will start ringingand hopefully we'll see you again.
We'd love to have you come backanother time and talk more about living abroad
and running a business, because ohwe'll do yeah. Absolutely, thank you
so much, Thank you, sothank you for tuning into camp content.
I hope you find the information valuable. I know these conversations just seem to

(35:37):
be getting better and better every singleweek. So much knowledge and actionable items
that any business can do. Soif you're struggling with getting clients in twenty
twenty four and things have changed andyour pipeline isn't as full as it used
to be, I hope you enjoyedthese episodes because this content is exactly for
you. So until next time,be excellent to each other and I will
see you on the internet. Allright, all right, thank you so

(36:06):
much for tuning in to another episodeof camp Content. This is Molly and
this is Matt and we are heartcastMedia aka camp Content, and we appreciate
all of your support. If youfound this content valuable, please comment on
social media LinkedIn wherever you find us, and we will make sure to comment
back, and be sure to goon and subscribe and like on your favorite
platform Spotify, iTunes, YouTube,you name it, leave us that subscription,

(36:29):
leave us that good review. Well, love you forever, So until
next time, be excellent to eachother and we'll see you next week.
Produced by Heartcast Media.