Igniting B2B Marketing Success | Michelle Clark from Expert Marketing Advisors

Ernesto Quezada: Pathmonk is the intelligent tool for website lead generation. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro experiences like case studies, intro videos, and much more, stay relevant to your visitors and increase conversions by 50%. Add Pathmonk to your website in seconds. Let the AI do all the work and get access to 50% more qualified leads while you keep doing marketing and sales as usual. Check us out on pathmonk.com. Welcome to today’s episode. Let’s talk about today’s guest. We have Michelle, Senior Marketing Manager with Expert Marketing Advisors. How are you doing today, Michelle?

Michelle Clark: Doing great. Thanks so much for having me.

Ernesto: It’s great, great, great to have you on, Michelle. And I’m sure our listeners are tuning in, wondering what Expert Marketing Advisors is all about. So let’s kick it off with that. In your own words, can you tell us a little bit more?

Michelle: Yeah, we are a B2B-focused marketing agency specializing in B2B technology. We’re an end-to-end marketing agency, so we can plug in anywhere in your marketing initiatives, whether that’s social media, SEO, SEM, or event support. Wherever the need is, we can help you out.

Ernesto: Definitely important. Okay. So that way, our listeners get a good understanding of your company. What would you say is the key problem that you guys like to solve for clients?

Michelle: I think it really depends from client to client. We work with early startups, sometimes even stealth, as well as larger enterprise clients. The use case can differ depending on where our clients are at. Startups might need more help with strategy and execution, while enterprises typically need niche support in a single service or two. For startups or SMBs, it’s more about providing a fully rounded marketing team rather than hiring in-house.

Ernesto: I would agree with that. So, is there a certain vertical segment? Is there an ideal ICP that you guys focus on?

Michelle: Yeah, again, we’re really focused on B2B technology. That doesn’t mean we haven’t had clients in other areas, like B2C, consulting, etc. But our sweet spot is definitely technology companies and software.

Ernesto: Perfect. So, if I were in the technology world, how would I usually find out about Expert Marketing Advisors? Is there a top client acquisition channel for you guys?

Michelle: Yeah, there are a few. First, our founder has an amazing network of folks. We also make sure to have a presence at events and trade shows, which is a great way for us to meet people.

Ernesto: Interesting. So that way, our listeners who are tuned in can visit you at expertmarketingadvisors.com. What role does the website play for client acquisition?

Michelle: We get a lot of great feedback on our website. We’re actually undergoing a redesign right now, just to clean things up. Generally, our website clearly shows everything we offer, with straightforward messaging and no confusion on how to contact us. We’re making it a bit more modern and succinct, as we do offer a lot, and we want to show that in a clear way.

Ernesto: I like that. So on that note, is there any tool, tip, or method you’d recommend for website lead generation?

Michelle: One thing often overlooked is the opportunity to convert—calls-to-action (CTAs). People get caught up in design, copy, and the journey from page to page, but sometimes forget CTAs. I’d say, revisit the basics: if you want people to convert, give them the opportunity to.

Ernesto: Yep, I agree. Thank you for sharing that. Let’s switch gears a little, and let’s talk about you as a leader, Michelle. You’re the Senior Marketing Manager there. What are some key tasks you focus on day-to-day?

Michelle: Like a lot of marketers, I wear several hats. I run the internal marketing for our agency, working with SEO and social media experts to make sure our pieces fit together. I also lead the Customer Success Managers, ensuring clients see continued success. And I’m involved in sales enablement too. It may seem like three separate jobs, but they really all go together to support the agency.

Ernesto: Awesome. So, in your between time, how do you like to stay up to date with marketing news, trends, and strategies? Any preferred channel?

Michelle: Honestly, LinkedIn. It’s a great aggregate of all things marketing. You do have to sift through the noise sometimes, but it’s a perfect place to find news sources and companies all in one spot.

Ernesto: Great to hear. Let’s jump into our rapid-fire question round. Are you ready?

Michelle: We’ll see.

Ernesto: First off, what’s the last book you read?

Michelle: Thirst. I was late to the game; it’s from 2017 or 2018, but I just read it, and it was fantastic—really compelling.

Ernesto: Great recommendation. Next, what’s one thing your company is focused on the most?

Michelle: Right now, a lot of startups are knocking on our door, so we’re putting together an early startup package to help folks who need support the most right now.

Ernesto: If there were no boundaries in technology, what would be the one thing you’d want to fix for your role as a marketer?

Michelle: I think there’s a gap in platforms for remote team collaboration. Some platforms try, but I feel we’re missing something that truly enables effective remote teamwork.

Ernesto: All right, I like that. If you could automate one repetitive task, what would it be?

Michelle: I saw a meme that said, “I don’t want AI to do my creative work so I have more time for chores—I want AI to do the chores so I have more time for creative work.” So, yeah, if AI could handle household stuff, that would be amazing!

Ernesto: Going back in time, what’s one piece of advice you’d give yourself if you were to restart your journey as a marketer today?

Michelle: Marketing can be rewarding but challenging, so I’d say invest in mental health resources early. Even a simple meditation app can help with balance, especially since we’re glued to screens all day. Finding that resource to love your job but also have balance is key.

Ernesto: Great advice. We’re coming to the end, Michelle. But before we do, I want to give you the last word. If someone forgets everything from the interview, what’s the one thing they should remember about your company?

Michelle: Expert Marketing Advisors will set your marketing on fire. If you want growth and fuel behind it, reach out to us.

Ernesto: You heard it, folks—unicorn makers! Visit them at expertmarketingadvisors.com. Thank you, Michelle, for being on, and to our listeners, thank you for tuning in. Looking forward to our next episode on Pathmonk Presents. Thanks a lot, Michelle.

Michelle: Thanks so much for having me.