A Non-Marketer's Journey into B2B Marketing Success

SUM Disruptors Podcast

In this enlightening episode of SUM Disruptors, hosts Mack McKelvey and Heidi “HK” Keele sit down with Wade Prince, Chief Market Intelligence Officer at The Gormley Group, to discuss his unexpected journey into marketing within the government contracting space. As a non-marketer by trade who found himself responsible for his company's marketing strategy, Wade shares his candid experience transitioning from having virtually no marketing presence (just 27 LinkedIn followers!) to implementing a successful program that's driving real business results.

Highlights:

• Wade's honest account of building a marketing program from scratch with limited knowledge and resources

• How The Gormley Group's marketing efforts evolved from a half-page Wall Street Journal ad in 2004 to a comprehensive digital strategy

• The challenges of marketing in a niche industry where traditional approaches don't always apply

• Growing from 27 to over 1,300 LinkedIn followers and measuring the business impact

• The power of client testimonials when 78% of your business comes from referrals

Key Takeaways:

• Even in traditional B2B industries like government contracting, digital marketing is becoming essential as face-to-face selling opportunities diminish

• Marketing success requires internal champions who can educate leadership on its value, especially in companies without marketing backgrounds

• Finding the right balance between broad messaging (to capture diverse potential clients) and targeted approaches is crucial

• For non-marketers, leveraging educational resources and templates can provide structure and confidence

• The true measure of marketing success ultimately comes down to client acquisition and team growth

Whether you're a marketing professional or someone unexpectedly tasked with marketing responsibilities, this episode offers valuable insights into overcoming challenges and building a successful program from the ground up.