INGenius Podcast
33 episodes - English - Latest episode: over 1 year ago -The InGenius Podcast: a snapshot of future B2B marketing trends and use-it-now tips. Do you want to be wildly effective in professional services? Each episode features experts with new ideas for your branding and competitive success.
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Episodes
Ingenuity Masters Series: Strategies to Use Now with Steve Silverman
November 17, 2022 17:00 - 19 minutes - 13.1 MBIn this episode of our Ingenuity Masters Series, Dawn Wagenaar, principal of Ingenuity Marketing Group, chats with Steve Silverman, founder and photographer of SILVERMAN Be Remarkable. Steve travels all over the US and Canada to take professional photos of both commercial properties and headshots for companies. He uses his talents as a photographer to create visual narratives with his photographs. What he creates truly is remarkable. Listen as Dawn and Steve discuss his tactics for creating...
Ingenuity Masters Series: Pete Machalek on Brand Promise, Confident Presence and First Impressions
October 17, 2022 16:00 - 21 minutes - 14.9 MBIn this latest podcast of our Ingenuity Masters Series, Dawn Wagenaar (principal of Ingenuity Marketing Group) interviews Pete Machalek, a founding principal, coach, and facilitator at SagePresence. Pete and his team at SagePresence focus on helping professionals sell their services — with a combination of Authenticity, Story, and Emotion. He has had quite a journey to get to where he is now and has harnessed a plethora of wisdom and tips to help professionals in all fields. Dawn and Pete d...
Ingenuity Masters Series: Pete Machalek on Brand Promise, Confident Presence and First Impressions
October 17, 2022 16:00 - 21 minutes - 14.9 MBIn this latest podcast of our Ingenuity Masters Series, Dawn Wagenaar (principal of Ingenuity Marketing Group) interviews Pete Machalek, a founding principal, coach, and facilitator at SagePresence. Pete and his team at SagePresence focus on helping professionals sell their services — with a combination of Authenticity, Story, and Emotion. He has had quite a journey to get to where he is now and has harnessed a plethora of wisdom and tips to help professionals in all fields. Dawn and Pete d...
Ingenuity Masters Series: Kate Harry Shipham on Job Title Confusion and Standardization
September 27, 2022 17:00 - 26 minutes - 18 MBIn this episode of Ingenuity's Master Series, Dawn Wagenaar interviews Kate Harry Shipham, of KHS people on the topic of job title confusion and improving job title structure. Kate moved to the US from Australia in 2012, and founded KHS People. She uses the skills she has acquired both as an attorney and as an avid “people observer” in the search business to understand the needs of her clients and candidates. Both clients and candidates work with Kate because of her deep understanding of t...
Ingenuity Masters Series: Kate Harry Shipham on Job Title Confusion and Standardization
September 27, 2022 17:00 - 26 minutes - 18 MBIn this episode of Ingenuity's Master Series, Dawn Wagenaar interviews Kate Harry Shipham, of KHS people on the topic of job title confusion and improving job title structure. Kate moved to the US from Australia in 2012, and founded KHS People. She uses the skills she has acquired both as an attorney and as an avid “people observer” in the search business to understand the needs of her clients and candidates. Both clients and candidates work with Kate because of her deep understanding of t...
CPA Influencers Series: Meagan Hayes on Sustaining a Firm's Marketing During Fast Growth
March 14, 2022 19:00 - 14 minutes - 9.7 MBMeagan Hayes is the marketing director for Haskell & White, one of the largest independently owned accounting firms in Southern California with offices in Orange County and San Diego. Meagan started her career in private industries before joining Haskell & White in 2008, and she brings her focus on analytics and results to the firm’s variety of marketing programs. Dawn begins the podcast by asking Meagan for a couple of tips on sustaining marketing even during a period of fast growth. Simp...
CPA Influencers Series: Donna Erbs on Accounting Marketers Thinking Like Owners
February 18, 2022 15:00 - 15 minutes - 10.7 MBIn this episode of One Question, Two Tips, Donna Erbs does a fantastic job providing inspiration for accounting marketers to think like owners and how they can focus on being the firm of the future. Donna Erbs, a partner in Strategic Growth at Anders CPAs and Advisors, has been instrumental in the firm's growth for nearly two decades. She is a connector who brings together staff, clients and the community to create synergies for the firm. By aligning overall vision with solid growth and se...
CPA Influencers Series: Jennifer Hamberger on Brand Consistency and Brand Promise
February 10, 2022 18:00 - 13 minutes - 9.15 MBIn this episode of our CPA Influencers Series, Dawn Wagenaar interviews Jennifer Hamberger of Freed Maxick on the topic of keeping their firm's brand consistent across all offices and how Freed Maxick keeps their brand promise fresh. Jennifer joined Freed Maxick in 2012, bringing several years of marketing knowledge from consulting, medical, and global markets. She is currently the Chief Marketing Officer. Freed Maxick specializes in the healthcare, manufacturing, real estate, banking, agr...
CPA Influencers Series: David Bier on Promoting Smart Niche Leaders from Within
January 28, 2022 16:00 - 19 minutes - 13.4 MBIn this CPA Influencer series, Dawn Wagenaar (Principal at ING) interviews David Bier, the COO of Anglin Reichmann Armstrong. David provides insightful tips and necessities for young professionals looking to become niche leaders within their firm. David's responsibilities at Anglin include strategy, growth, succession planning and operations excellence, which grow from building a sound business culture. David has not only improved the foundational operational aspects of the firm, but also...
CPA Influencers Series: Caren Rodriguez on Communication and Strategy During an Acquisition/Merger
December 03, 2021 17:00 - 13 minutes - 9.64 MBIn this CPA Influencer Episode, Dawn Wagenaar interviews Caren Rodriguez and they discuss communication and strategy needed within a company during acquisitions and mergers as well as integrating new team members during this time. As Chief Marketing Officer at DMJ & Co., PLLC, a Top 300 accounting and business consulting firm, Caren manages firm-wide marketing and business development initiatives that span three office locations across North Carolina. Her responsibilities include communic...
CPA Influencer Series: Caren Rodriguez on Communication and Strategy During an Acquisition/Merger
December 03, 2021 17:00 - 13 minutes - 9.64 MBIn this CPA Influencer Episode, Dawn Wagenaar interviews Caren Rodriguez and they discuss communication and strategy needed within a company during acquisitions and mergers as well as integrating new team members during this time. As Chief Marketing Officer at DMJ & Co., PLLC, a Top 300 accounting and business consulting firm, Caren manages firm-wide marketing and business development initiatives that span three office locations across North Carolina. Her responsibilities include communic...
CPA Influencer Series: Margie Craig on How to Manage the Message
November 07, 2021 16:00 - 9 minutes - 6.84 MBIn this CPA Influencer podcast, Dawn Wagenaar interviews Margie Craig, Chief Marketing & Communications Officer with Whittlesey which is the largest Connecticut-based CPA, technology, and consulting firm. Margie has over 20 years of experience, including brand management, digital marketing, business development, and strategy. Margie starts out this podcast by stressing the importance of having a good foundation and going into interviews with the mindset of service. Also, to make sure that...
CPA Influencers Series: Margie Craig on How to Manage the Message
November 07, 2021 16:00 - 9 minutes - 6.84 MBIn this CPA Influencer podcast, Dawn Wagenaar interviews Margie Craig, Chief Marketing & Communications Officer with Whittlesey which is the largest Connecticut-based CPA, technology, and consulting firm. Margie has over 20 years of experience, including brand management, digital marketing, business development, and strategy. Margie starts out this podcast by stressing the importance of having a good foundation and going into interviews with the mindset of service. Also, to make sure that...
CPA Influencers Series: Becca Johns on Staying Creative while Growing a Practice
October 24, 2021 20:00 - 19 minutes - 13.6 MBIn this CPA Influencer podcast, Dawn Wagenaar interviews Becca Johns, Director of Practice Growth, of Rea & Associates, located in Dublin, OH. Becca oversees the firm's marketing and practice growth efforts, focusing on building relationships with the firm's principals, helping them identify opportunities and providing them with the tools they need to grow their practice while developing new offerings and solutions for their clients. In this podcast, Dawn asks Becca for two tips on how t...
CPA Influencers Series: Nicola Fleming on Communicating a Partner's Death
October 06, 2021 15:00 - 25 minutes - 17.3 MBNew CPA Influencers Series: One Question-Two Tips. In this episode, Ingenuity Marketing Group Principal Dawn Wagenaar interviews Nicola Fleming, Director of Marketing for Perkins + Co. in Oregon. Nicola talks about the rapid and difficult decisions at her firm following the sudden death of Partner Peter Kwong in the summer of 2021. She shares her experience for managing internal and external communications... all while dealing with her own personal grief. We hope that no marketer ever has ...
Ingenuity Masters Series: Katie Tolin, CPA Growth Guide
May 05, 2021 14:00 - 29 minutes - 20 MBIn this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews Katie Tolin, Chief Operating Officer at CPA Growth Guide. In this interview these marketers discuss how marketing in professional services is changing. Technology is shaping the way we approach marketing in accounting, as well as other professional services. Gain tips to improve CRM, digital ads, content marketing and virtual networking moving forward.
Ingenuity Masters Series: Katie Tolin, CPA Growth Guides
May 05, 2021 14:00 - 29 minutes - 20 MBIn this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews Katie Tolin, Chief Operating Officer at CPA Growth Guides. In this interview these marketers discuss how marketing in professional services is changing. Technology is shaping the way we approach marketing in accounting, as well as other professional services. Gain tips to improve CRM, digital ads, content marketing and virtual networking moving forward.
Your Digital Business Development Toolkit: The Magic of Virtual Networking
March 31, 2021 15:00 - 15 minutes - 11 MBVirtual networking opportunities are more common than ever before. Christine Nelson, Lead Communications Consultant, and Brooke Visser, Digital Communications Consultant, discuss various ways that professionals can connect with potential clients online through virtual networking tools, such as social media groups and online advertising.
Feed the Leads - Take Out and Delivery: Marketing Made Simpler for Busy Professionals
February 02, 2021 21:00 - 18 minutes - 12.7 MBMarketing and business development can easily fall through the cracks for busy professionals. In this episode, Christine Nelson and Dawn Wagenaar discuss convenient ways to nurture current client relationships and build a referral network in less time.
Ingenuity Masters Series: John Krapek, ACEC-MN
November 04, 2020 01:00 - 34 minutes - 23.6 MBIn this episode of the Ingenuity Master Series, Communications Consultant Christine Nelson interviews John Krapek, Education and Outreach Director at American Council of Engineering Companies (ACEC) of Minnesota. Listen to their conversation for communications tips and strategy ideas which have helped John and his team maintain their connection to members and add value in a more virtual environment in 2020 — and possibly beyond.
Your Digital Business Development Toolkit: Secrets of Successful Sales Professionals
October 13, 2020 21:00 - 25 minutes - 17.4 MBFew of us in professional services were trained or educated to sell or produce new business, but it has become part of our daily approach to firm and association growth. In recent months, we've realized just how vital those networking opportunities and relationships are to stay in touch with clients, referral sources and our prospects. In this third and final episode of Your Digital Business Development Toolkit series, Communications Consultant Christine Nelson and Ingenuity's Principal Dawn...
Your Digital Business Development Toolkit: The Myth of Digital Ads and What to Do About It
August 21, 2020 16:00 - 20 minutes - 14.4 MBIn this episode of our Your Digital Business Development Toolkit series, Natalie Klein and Christine Nelson, Communications Consultants at Ingenuity Marketing Group, discuss some of the myths of firms and associations seeing digital ads as an easy fix to online business development when in fact it's a complex, yet still effective approach when you have strategy behind it aligned with your goals.
Your Digital Business Development Toolkit: The Tragedy of Content Without SEO
August 03, 2020 06:00 - 39 minutes - 27.4 MBIn this episode of our Your Digital Business Development Toolkit series, Natalie Klein and Christine Nelson, Communications Consultants at Ingenuity Marketing Group, dive into the big topic of SEO. They discuss why SEO is so vital to your content and the tragedy of what happens when it's not optimized. They discuss: What keywords are and why they matter; What makes up a strong SEO strategy; Creating the user experience on your website; Target audiences and personas and more.
Ingenuity Masters Series: Art Kuesel, Kuesel Consulting, Inc.
March 27, 2020 17:00 - 31 minutes - 21.6 MBIn this episode of the Ingenuity Masters Series, we are joined by Art Kuesel of Kuesel Consulting based in Wisconsin. Art was named among the Top 100 Most Influential People in Public Accounting by Accounting Today, and he is the former secretary for the national Association for Accounting Marketing. Interviewed by Dawn Wagenaar, Art shares his insights about what's happening in the accounting industry today, including barriers to firm growth and the role of people vs. technology . Hear abou...
Ingenuity Masters Series: Art Kuesel, Kuesel Consulting, Inc.
March 27, 2020 17:00 - 31 minutes - 21.6 MBIn this episode of the Ingenuity Masters Series, we are joined by Art Kuesel of Kuesel Consulting based in Wisconsin. Art was named among the Top 100 Most Influential People in Public Accounting by Accounting Today, and he is the former secretary for the national Association for Accounting Marketing. Interviewed by Dawn Wagenaar, Art shares his insights about what's happening in the accounting industry today, including barriers to firm growth and the role of people vs. technology . Hear abou...
Ingenuity Masters Series: Melissa Seburg, TKDA
February 09, 2020 16:00 - 34 minutes - 23.7 MBIn this episode of the Ingenuity Masters Series, we are joined by Melissa Seburg, Senior Marketing Coordinator at TKDA, an employee-owned provider of engineering, architecture, and planning services headquartered in St. Paul, MN. Melissa is an active member with SMPS-MN and is also the incoming president. Interviewed by Dawn Wagenaar, Melissa shares her insights on marketing trends in the architecture, engineering and construction (AEC) industry, the benefits of membership in industry associ...
Ingenuity Masters Series: Virginia McCoy, HB Fuller
January 20, 2020 14:00 - 22 minutes - 15.3 MBIn this episode of the Ingenuity Masters Series, we are joined by Virginia McCoy, Regional Marketing Specialist at H.B. Fuller and President of the Society for Marketing Professional Services – Twin Cities through 2020. Interviewed by Dawn Wagenaar, Virginia shares her insights on marketing trends in the architecture, engineering and construction (AEC) industry.
Ingenuity Master Series: Virginia McCoy, HB Fuller
January 20, 2020 14:00 - 22 minutes - 15.3 MBIn this episode of the Ingenuity Masters Series, we are joined by Virginia McCoy, Regional Marketing Specialist at H.B. Fuller and President of the Society for Marketing Professional Services – Twin Cities through 2020. Interviewed by Dawn Wagenaar, Virginia shares her insights on marketing trends in the architecture, engineering and construction (AEC) industry.
Ingenuity Masters Series: Christina Camara, INSIDE Public Accounting
December 11, 2019 21:00 - 30 minutes - 21.2 MBIn this episode of the Ingenuity Masters Series, we are joined by Christina Camara, master journalist and all-around accounting trends influencer at The Platt Group and INSIDE Public Accounting. Interviewed by Dawn Wagenaar, Chris shared her insights on media trends and how firms leaders can gain visibility and attract talent. Her one big tip? Keep focusing on firm culture.
Feed the Leads - Don't Forget Dessert: Nurture Relationships and Reap the Rewards
September 24, 2019 20:00 - 11 minutes - 7.73 MBFollowing up with your leads and nurturing the relationship is sometimes the area where people fail to indulge. In this episode, Natalie Klein and Dawn Wagenaar discuss the importance of relationships, what to do to continuously nurture them and how you can be most effective in this area. 1:29 The challenges of lead conversion 2:40 Ways to get to know people 3:25 Making time for business development 4:30 Tips for lead conversion 5:23 How to have a conversation with your prospects 6...
Feed the Leads - Eat the Rainbow: Graphic and Back-end Design
September 16, 2019 21:00 - 9 minutes - 6.38 MBIn this episode, Natalie Klein and Robert Wasiluk discuss graphic and back-end design. Because people process images faster than words, your communication must be beautiful as well as persuasive. Learn more about current color trends and why the back-end design such as meta descriptions, alt tags, is just as important as graphic design to set you apart from other professionals. 2:00 Importance of page titles and meta descriptions 2:32 Website maintenance, updates and backups 3:02 ADA comp...
Feed the Leads - Your SEO Menu: Creating a Healthy Website
August 27, 2019 19:00 - 16 minutes - 11.7 MBIn this episode, Natalie Klein and Christine Nelson discuss the search engine optimization (SEO) must-haves and how they pair with delicious content. Learn how SEO is incorporated into content, including ads, eblasts and articles to win eyeballs. Integrating your keywords (you’ve done your keyword research, right?) is what triggers your SEO. No, SEO isn’t dead and you need to be actively participating in the outcomes for healthy SEO.
Feed the Leads - Appetizing Services: Referrals In-Person and on the Internet
August 19, 2019 20:00 - 18 minutes - 13.1 MBReferrals online are called social proof. Natalie Klein and Leah Spielman discuss the power of reviews, testimonials and other socializing that create the appetite for your services and yours alone. Show notes: 1:00 The importance of testimonials and online reviews 2:15 Asking for referrals 3:05 How client surveys can help align your brand promise and client perceptions of your brand. 4:20 Responding to a negative review 5:25 Using testimonials to drive perception 8:03 Getting onli...