1675 – The Tent Poles of Marketing with Wild Coffee Marketing’s Amy Anderson

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Co-Founder of Wild Coffee Marketing, Amy Anderson.

Amy's passion for marketing is deeply rooted in her experience as a client-side marketer. This unique perspective allows her to understand the needs of her clients, who range from franchises and quick-service restaurants to B2B companies.

At Wild Coffee Marketing, they focus on understanding the target audience and their needs, which is a crucial aspect of marketing. Their unique positioning allows them to provide strategy, leadership, and execution for their clients.

Amy explained the benefits of hiring a fractional VP of marketing or CMO, especially for companies that lack a senior marketing person in-house. This approach offers cost-effectiveness and flexibility, providing both strategy and execution.

Amy pointed out that the pandemic stripped away the salesy-ness and gimmicks, allowing businesses to focus on meeting the needs of their customers. She advised companies to treat clients like adults and build collaborative relationships rather than transactional ones. This involves clearly explaining how to solve customers' pain points and avoiding jargon or over-selling.

Amy also shared that Wild Coffee Marketing is undergoing a rebranding process, focusing on helping midsize companies with their marketing strategies on a fractional basis. She invited listeners to visit their website to find insights and articles on their blog, “Deja Brew.” They can also schedule a consultation with Amy to discuss their overall strategy.

Key Points from the Episode:

  • Amy's background and experience as a client-side marketer
  • Types of clients Wild Coffee Marketing works with (franchises, quick-service restaurants, B2B companies)
  • Importance of understanding target audience and their needs in marketing
  • Unique positioning of Wild Coffee Marketing (providing strategy, leadership, and execution)
  • Benefits of hiring a fractional VP of marketing or CMO
  • Trends in B2B marketing (email marketing, providing value through webinars, advisory content, whitepapers)
  • Shift in sales and marketing strategies after COVID-19 pandemic
  • Importance of treating clients like adults and building collaborative relationships

About Amy Anderson:

Amy Anderson is a highly regarded industry leader, boasting over 25 years of experience across renowned brands like Calvin Klein, Seventeen, and The New York Times Digital. She co-founded Wild Coffee Marketing, focusing on revitalizing businesses through diverse disciplines and custom-tailored teams.

With a rich background, Amy excels as a creative marketing professional, showcasing her prowess in brand strategy, crafting and advancing advertising, marketing, and public relations campaigns, and spearheading new product development and market introductions.

Her exceptional talent lies in advising business proprietors and management cohorts and steering cross-functional teams toward strategic and revenue triumphs.

About Wild Coffee Marketing:

Wild Coffee Marketing is a vibrant marketing consulting firm that fosters business growth. Comprising a team of adept thinkers and proactive implementers, the firm is an expert at orchestrating every facet of the marketing journey, from the conception of strategic blueprints to their resolute execution. This modus operandi effectively positions Wild Coffee Marketing as an indispensable extension of their client's teams.

The firm's comprehensive methodology encompasses a holistic evaluation of internal and external factors, pinpointing promising avenues for growth, scrutinizing the competitive landscape, and defining the distinctive disruptions their clients introduce to their sectors. Armed with these insights, they artfully craft executable strategies and innovative approaches, which are meticulously managed through their implementation phase. Following an initial audit, their in-depth competitive analysis and customer insights guide the formulation of strategies that ensure a harmonized brand experience across diverse touchpoints.

Their tactical marketing plans remain responsive to swift market changes. These encompass invaluable components such as brand guidelines, strategic positioning, technology recommendations, lead generation initiatives, and imaginative creative executions. With each member of the Wild Coffee team boasting extensive marketing acumen and specialized functional knowledge, the firm serves as fuel for businesses, driving them towards innovation, strategic growth, and success.

Tweetable Moments:

02:13 – “I think one of the biggest lessons for me as an entrepreneur was you don't end up really doing all the things that you're great at. You end up in finance and accounting, you end up in HR. You have to learn how to be a really good business leader really quick. You have to learn about scalability, intellectual property, all of the things that I really didn't anticipate but has been the most rewarding work of my life.”

8:36 – “I don't really believe in gated content. I don't want to put walls up between trying to sell, like that just feels gimmicky.”

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Links Mentioned in this Episode:

Want to learn more? Check out Wild Coffee Marketing website at

Check out Wild Coffee Marketing on LinkedIn at

Check out Wild Coffee Marketing on Twitter at

Check out Wild Coffee Marketing on Facebook at

Check out Wild Coffee Marketing on Instagram at

Check out Amy Anderson on LinkedIn at

Check out Amy Anderson on Twitter at

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Josh (00:00:05) - Hey there, thoughtful listener. Would you like consistent and predictable sales activity with no spam and no ads? I'll teach you step by step how to do this, particularly if you're an agency owner, consultant, coach or B2B service provider. What I teach has worked for me for more than 15 years and has helped me create more than $10 million in revenue. Just head to up my influence and watch my free class on how to create endless high ticket sales appointments. You can even chat with me live and I'll see and reply to your messages. Also, don't forget the thoughtful entrepreneur is always looking for guests. Go to up my influence and click on podcast. We'd love to have you. With us right now. It's the co-founder of Wild Coffee Marketing. It's Amy Anderson. Amy, thank you so much for joining us.

Amy (00:01:06) - Thanks so much for having me, Josh.

Josh (00:01:08) - Truth be told, if you are hearing the name Wild Coffee Marketing and you might be thinking, Oh, we're going to be talking about coffee, we're not.

Josh (00:01:16) - Amy, what are we going to be talking about today?

Amy (00:01:19) - Well, Wild Coffee is actually a plant that was growing outside of my window while I was writing my business plan in Miami. It's native to Miami. It is vibrant, grows uncontrollably. I had to cut it back with a machete. And I was founding a marketing consulting firm about 6 or 7 years ago, and I thought it was a really incredible metaphor for what I was trying to do myself, right, which was to self found and fund a consulting firm and also grow the top line revenue of my clients.

Josh (00:01:46) - Yeah, marketing is a pretty broad term. What within marketing would you say you're most passionate about? Or maybe that hopefully that aligns with the services you provide as well. Right. Right. You know, when we talk about marketing, where are we? Where do you think we're going to go?

Amy (00:02:04) - Well, I was a client side marketer for my almost my entire career, and I was working at big brands in New York like Calvin Klein and The New York Times Digital.

Amy (00:02:13) - And I loved being on the client side. I was a corporate person. I never fancied myself an entrepreneur. I did not seek to start my own firm. And I had a shift in my family life and I went back to work and I had these two little boys. And I said, You know what? I'm going to take all the skills that I learned as a client side marketer. So by the time I exited the job market, I was a VP of marketing at a financial services firm, and I said, I'm going to go do this for multiple companies at the same time. And I think one of the biggest lessons for me as an entrepreneur was you don't end up really doing all the things that you're great at. You end up in finance and accounting, you end up in HR. You have to learn how to be a really good business leader really quick. You have to learn about scalability, intellectual property, all of the things that I really didn't anticipate but has been the most rewarding work of my life.

Josh (00:03:04) - We call a business adulting. What types of clients do you work with today?

Amy (00:03:11) - Well, it's interesting. We're actually industry agnostic, but we go deep in a few. One is franchise and we have been working with companies, national brands like Stretch Zone. I don't know if you've heard of them. Drew Brees is a board member and owns multiple locations, but they're actually a stretching practitioner, assisted stretching, and we help them grow from 50 to 300 locations over the last few years. And then recently we picked up some quick service restaurant clients and then we do a lot of business to business as well. So financial services and fintech and SAS. And then randomly, we've been the fully outsourced marketing team for Carolina Skiff boats for the last three years. And for me, marketing it's the discipline and you can make it very simple and it's who are you and who are you trying to talk to and what do you solve for? And then where do you get that message and sort of find the lowest cost acquisition?

Josh (00:04:04) - Yeah, for someone that doesn't really play in B2B marketing, what are some of the major tentpoles that maybe are going to be pretty important to a B2B company that wants to get it right?

Amy (00:04:18) - Well, I think your content right people really want to self discover on their journeys.

Amy (00:04:23) - You know, we all know all the numbers. People don't want to talk to a salesperson anymore. People want to be able to learn what they want to learn. So it's really that conversational marketing piece. Do you offer live chat? Do you solve right up front for their problems? You know, do you talk about what industries you serve? And, you know, we actually pitched a company this week out in California and they do energy procurement advising. And, you know, we said so many people talk about what they do. You can talk about how they do it, but you really need to talk about the why and the impact. And I think that gets lost for a lot of folks when they're actually positioning themselves in the marketing. We call it marketing myopia, where you talk about what you do, but you don't talk about what you solve. And that's really where we start with our clients.

Josh (00:05:08) - Yeah. And how like in terms of like your organization now and compared to other marketing agencies or consultancies out there, how would you position wild coffee?

Amy (00:05:22) - Well, everything we do is rooted in strategy, right? If you get two degrees off course and you go for too long, of course you'll end up in Ireland and not South Africa.

Amy (00:05:30) - And so we think it's really everything we do is taking that client side experience that my business partner and I have and then bringing that into the leadership suite of our clients. So we actually sit in their executive team meetings. I go to executive team meetings for multiple clients every week as their outsourced CMO. So a lot of people will say that they offer this service, but we are so ingrained that we're going. I was just at an offsite in Atlanta for two days with a client. So really understanding that strategy and what the business goals are of our clients and then we're able to implement that. How do we do that? We actually have our own content teams and writers and social media content creators. We have video editors, we have graphic designers, and then our team. We don't have account managers like a typical agency or consultancy. We have consultants, so they come from client side and agency. So when we are hiring them, we say, Okay, you are now the VP of marketing for four different companies at the same time on a fractional basis.

Amy (00:06:27) - So they're bringing that strategy piece as well, not just us at the at the executive level.

Josh (00:06:33) - If I'm a potential client, how would I know if I should be seeking for a fractional VP of marketing or a fractional CMO as opposed to just hiring a marketing agency to kind of do the work?

Amy (00:06:47) - Well, marketing agencies typically don't include the strategy layer, right? So if you don't have a senior CMO, VP level marketing person and most companies, mid-level companies don't have them, CMOs are expensive and CMOs need teams to execute, right? So with wild coffee, you're actually getting the senior leadership and the strategy layer and the execution of those strategies. So yesterday when we were talking to a potential client, they have one in-house person. So a person who's really senior may do the strategy, can't do the implementation, and a person to Junior may be able to do some things. But in-house marketing teams in this environment are incredibly expensive because it is very hard to cover all the disciplines you need to cover in marketing in this environment.

Amy (00:07:33) - Now, where do you find the content writers? Where do you find the designers? Some are better for digital and then for print. Then you need subject matter expertise, somebody to coordinate all that. So when you do it on a fractional basis, the cost effectiveness is there and then you have the talent that you need and then you can mix and match the teams, right? So we can assemble a team that makes sense for our client.

Josh (00:07:54) - Yeah, I'm, you know, particularly nerdy, nerdy, if neurally interested A is a term in, you know, kind of the B2B side of things. What trends have you been noticing where you're talking about content earlier, but. Are there any particular trends that you're seeing that seem to be working well or also part of that? Are there any practices that are just don't have the effectiveness that maybe they had in years past?

Amy (00:08:25) - Well, people like to say that email is dead and we really are seeing the opposite. It just really has to be very thoughtful, personalized execution of that.

Amy (00:08:36) - Right. If you really understand your data, your customer, your leads and and build funnels that understand whether someone's really ice cold, cold, tepid, warm and segment data to that point to understand where they are, where did you acquire them, what have they expressed interest in? And then communicate with them in a way that meets the needs that they're expressing. Then we're finding a lot of effectiveness in that. But it's just like those those funnels run deep with webinar content, really deep sort of advisory content materials and whitepapers you have to offer something of value. I don't really believe in gated content. I don't want to put walls up between trying to sell like that just feels gimmicky, right?

Josh (00:09:22) - I'm with you on that. And and I think that that just, you know, like as and if I'm advocating or if I'm being empathic to the consumer, it just feels weird. Yeah. Like just tell me, like, I don't. Yeah. It seems disruptive to, you know, a normal like, I'm thinking of the analogy, like, you know, if you're on a date with someone and all of a sudden it's like, Well, I'll go on a second date for you with you, but here's what you're gonna have to do for me first.

Josh (00:09:49) - It's just weird. That was really uncomfortable.

Amy (00:09:53) - So comfortable and awkward, right?

Josh (00:09:55) - Like, yeah, that's not how real people act.

Amy (00:09:58) - Well, and I think after Covid, you know, I don't like to even have to talk about it. None of us do anymore. But I think that so much of the salesy ness got stripped away, right? We all saw each other in our personal environments. We all sort of got back to basics in a lot of ways. And I think the selling process has happened that way too. So things that are flashy, gimmicky, gated content, we don't really believe in it. We're just saying, look, we're here to meet these needs that we think you may have when you're ready. Right? That really strong call to action, like book your appointment or, you know, it's more like, hey, if you want to talk to an expert in a consultation, but look, when you're ready and we'll leave live chat on for you if you have a question and you can talk to us because I think you need to meet your customers where they are, not try to push them.

Amy (00:10:44) - Yeah. So thoughtful, content, thoughtful, personalized funnels, you know, live chat, you know, the ability to do that with your customers as well.

Josh (00:10:53) - Well, it feels like you're treating your clients like adults. And I think it also it opens up this much more of this less transactional. We are going to have a transactional relationship. It's going to be tit for tat, you know, kind of thing, as opposed to no, no, no. Let's lead in a little bit of generosity, show that we are interested in collaborative relationships. I think that's kind of the vibe that I'm feeling from this example. There's a little microcosm of like, what do we want the dynamic to feel like.

Amy (00:11:25) - I'm here to help, right? Isn't that why we're all in business? I mean, yes. Then we have revenue acceleration to pay attention to. But I'm here, especially in a B2B environment, I'm here to help you. And so when we were speaking to this potential client this week, we said, that is so great that you know everything about what you do.

Amy (00:11:42) - But really what you're not saying is how you have helped others and how you can help them. And you need to really flip that narrative. And I think it's important go look at your website and say, you know, if I'm someone coming with a need or a pain point, am I clearly explaining how to solve that?

Josh (00:11:59) - Okay. You're causing me to rethink a couple of things. You know, I'm even thinking about, you know, we you know, there's most of the stuff we do is fairly open. And, you know, we don't gate things. But even like the webinar, you know, the temptation is, hey, register for this webinar, blah, blah, blah, blah, you know, So then, you know, then they're getting the follow up and stuff. But I think about, you know, how many good people we might potentially lose because of that gate. And if listen, the people who like you and resonate with you, if you treat them like an adult, they know how to get a hold of you.

Josh (00:12:33) - You don't have to beat them over the head. Right? Especially in when you're talking about higher level B2B sales with leaders. Um, all right. This is good. I'm so Amy, I'm grateful we're having this conversation because you're like, you know, you're making a lot of sense to me right now.

Amy (00:12:48) - Amy Anderson Well, they know who the players are, right? They know where to find you. So don't don't sell them. You know, it's the other interesting thing that we were talking about this week. So we are rebranding and creating a brand architecture for a commercial real estate data driven platform. These guys are young, they are doing some of the most incredible work and over selling doesn't fit who these guys are. On the flip side, it's so tempting to use a lot of jargon. How many times can you say data driven? You know, how many times can you say accurate and on time? You know, real time. So, you know, just to to stay away from jargon, to have real conversations as well.

Amy (00:13:29) - Don't use a lot of fancy words to create a category that doesn't even exist because you're not using accurate language, you know, So I'm trying to pull them. And then my team went a little too far with the familiarity and I had to pull them back because we're in the middle of this process. But it's it's just speak in a way that resonates and talk about how you solve problems and stop trying to sell so hard, you know? Yeah.

Josh (00:13:51) - All right. Wild coffee marketing to our friend that's listening to us right now. You know whether they searched for you or search for a while at coffee, they found this website. Now they've been listening to our conversation and they're like, okay, all right, Now, where do they go from here?

Amy (00:14:09) - Well, I'm on LinkedIn under Amy Anderson at Wild Coffee. There are several Amy Anderson's have learned over the years. There were two in my sorority at Chapel Hill. There were two Amy Anderson's as. At the chapel in Chapel Hill. So there are a couple of us, but the wild coffee one is me and I'd love to talk to folks and even just to schedule some time to have me look at sort of your overall strategy and maybe if you are looking for your strategy or at it, you may realize you don't have one that says buttoned up.

Amy (00:14:38) - I am so passionate about helping these midsize companies who every company deserves a CMO, maybe just they just all can't afford them. And that's where this fractional basis comes in. It's not my entry into your company, so I can do your strategy and then get all of your business. It's because I really, really believe that leaders need some strategy help. And I would love to offer the many years I've been doing this. To that end.

Josh (00:15:02) - Excellent wild coffee marketing. When someone goes there, what should they click on? What do they do?

Amy (00:15:09) - Oh, well, there's a there's an insights button. We actually named our blog Deja Brew. The the team has a lot of fun with wordplay with a coffee. Our teams are divided into pods purposeful but not and so I'd love for them to see some of our insights in our writing. And at the bottom of that, those pages, you can always schedule some time and contact us that way.

Josh (00:15:28) - Yeah, you do. You do have it's a very high value blog, including one article I'm looking at top six Digital Marketing Trends for 2023.

Josh (00:15:38) - You're going to want to take a look at this from someone who is in the trenches doing great work with fantastic companies. Amy Anderson's been a delight having you again. Your website, Wild Coffee Marketing. Thank you so much for joining us.

Amy (00:15:51) - Thanks so much for having me, Josh.

Josh (00:15:59) - Thanks for listening to the Thoughtful Entrepreneur Show. If you are a thoughtful business owner or professional who would like to be on this daily program, please visit up My Influence slash guest. If you're a listener, I'd love to shout out your business to our whole audience for free. You can do that by leaving a review on Apple Podcasts or join our listener Facebook group. Just search for the thoughtful entrepreneur and Facebook. I'd love even if you just stopped by to say hi, I'd love to meet you. We believe that every person has a message that can positively impact the world. We love our community who listens and shares our program every day. Together, we are empowering one another as thoughtful entrepreneurs. Hit subscribe so that tomorrow morning.

Josh (00:16:50) - That's right. Seven days a week. You are going to be inspired and motivated to succeed. I promise to bring positivity and inspiration to you for around 15 minutes each day. Thanks for listening and thank you for being a part of the thoughtful entrepreneur movement.

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