Endless Customers

Ep189 - What happens when a roofer compares two brands he installs on camera and tells buyers which one he'd pick?

Jon Strand, President of Locke & Ladder, installed Brava and DaVinci synthetic slate roofs within a week of each other and filmed an honest comparison. He worried he'd burn bridges with both manufacturers. Instead, Brava shared the video, homeowners started calling after watching it, and Jon says Locke & Ladder has tracked nearly $2.2 million in revenue to that one video.

On this episode of Endless Customers, recorded at Endless Customers Live in Hartford, Bob Ruffolo talks with Jon about the comparison, the hiring test that helped him choose his videographer, and why he's sharing sales training online and developing more useful roofing cost videos.

Key Topics

00:00 The Video That Generated Nearly $2.2 Million In Revenue
03:12 Why Jon Stopped Filming His Own Videos
07:08 The Beverage-Company Test For Hiring A Videographer
19:06 Brava Vs. DaVinci: Making An Honest Comparison
25:44 The Morning After The Video Went Live
30:38 What Changes When Homeowners Have Seen Your Videos

Jon brings 20 years of sales experience to Locke & Ladder, a roofing and exteriors company with offices in Carmel, Indiana, and Burr Ridge, Illinois. His team's commitment to honest, useful video earned recognition at Endless Customers Live.

Connect With Jon On LinkedIn:
https://www.linkedin.com/in/jonstrand/

Watch The Brava Vs. DaVinci Comparison:
https://www.youtube.com/watch?v=agVCdvQcJrY&t=25s

Read The Episode Article:
https://www.impactplus.com/endless-customers-podcast/comparison-video-two-million-revenue

🎧 Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.

Ep188 - Getting more out of HubSpot's AI starts with helping it understand your business and your customers.

Kyle Jepson, HubSpot Evangelist at HubSpot Academy, explains why he recommends starting with the Context tab in Agent Hub. He shares how to put Campaign Agent and Nurture Agent to work, preview personalized emails before they reach buyers, and recognize when a standard workflow is still the right choice.

On this episode of Endless Customers, recorded live at Endless Customers Live in Hartford, Bob Ruffolo talks with Kyle about practical ways to use HubSpot's AI and what might come next for the platform.

Key Topics

00:00 Where to start with HubSpot's AI
04:35 Workflow or agent: how to choose
06:31 What to put in Agent Hub's Context tab
09:20 Who should use Campaign Agent
12:10 Testing Nurture Agent's personalized emails
15:59 Breeze vs. ChatGPT and Claude inside HubSpot
19:00 What might be coming next from HubSpot

Kyle is a longtime HubSpot Academy teacher and returning speaker at IMPACT's events who helps users understand new features and put them to work.

Connect with Kyle on LinkedIn:
https://www.linkedin.com/in/kyleanthonyjepson/

Read the episode article:
https://www.impactplus.com/endless-customers-podcast/hubspot-ai

🎧 Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.

Ep187 - What would your company do if its marketing agency proposed a $700,000 campaign for next year?

Morgan Bennett, Marketing Director at Adam Quenneville Roofing & Siding, faced that decision while juggling separate agencies for print, SEO, and the company’s website. She brought the work in-house one piece at a time: articles first, then a HubSpot website she could manage, then an in-house videographer. About a year later, Morgan reports roughly $500,000 less in spending through that agency and an 18% increase in revenue.

In this episode of Endless Customers, Bob Ruffolo talks with Morgan about the clay tile blog post that made her question her agency, what she brought in-house first, and the training that helped her learn the things her marketing degree never covered.

Key Topics

• Why switching agencies kept leading to the same problems
• Why a $700,000 proposal became the breaking point
• Content, website, then video: the order that worked
• How a question from a sales meeting inspired a video with about 15,000 views
• What changed after one year of marketing in-house

About Morgan Bennett

Morgan spent 10 years in critical care medicine before joining Adam Quenneville Roofing & Siding about three years ago. She now leads the company’s in-house marketing team.

Read the episode article:
https://www.impactplus.com/endless-customers-podcast/stop-switching-marketing-agencies

🎧 Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.

Ep186 - The day after its new website launched, The Family Security Plan booked as many website appointments as its old site averaged in a month.

Roberto Aponte, Digital Marketing Strategist at The Family Security Plan, helped guide a redesign that created separate paths for individuals and credit unions. A 10-question assessment, the Family Security Score, helps buyers understand their protection needs and prepare for a conversation with sales. In the first 30 days after launch, scheduled appointments increased 371% compared with the previous 30 days.

On this episode of Endless Customers, Bob Ruffolo talks with Roberto and his Endless Customers coach, Vin Gaeta, about removing friction from the buyer’s journey, asking for contact details at the end of an assessment, and fixing messaging that sent buyers in too many directions.

Key Topics

00:00 What Would A 371% Jump In Appointments Mean For You?
06:05 Creating Separate Website Paths For Two Audiences
19:52 Inside The Family Security Score
28:26 Where To Put An Assessment So Buyers Take It
36:15 The Email With Six Calls To Action

Roberto has applied the principles behind Endless Customers since 2014. He now leads digital marketing at The Family Security Plan, which has worked with credit unions for decades to help families understand their insurance protection needs.

Read the episode article: https://www.impactplus.com/endless-customers-podcast/website-redesign-booked-appointments

🎧 Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.

Ep185 - Local news, youth team sponsorships, and community relationships still have a place in your marketing. Allison Belles explains how they fit alongside local SEO.

Allison, an Endless Customers coach at IMPACT, says getting found and chosen starts with running a business people want to recommend. From there, she recommends service-specific location pages, detailed customer reviews, and relationships with people your buyers already trust.

In this episode, Bob Ruffolo and Allison discuss how local buyers find and choose businesses, what belongs on your website, and how to build a presence in the communities you serve.

Key Topics

01:55 - How local buyers find and choose companies

08:53 - Why fixing your business comes before local SEO tactics

19:53 - What belongs on a local service page

21:45 - How to group the towns and areas you serve

24:53 - Proof, reviews, and comparisons that support your claims

31:44 - Building local relationships through community involvement

34:42 - Collaborating with trusted local creators

Allison Belles has spent nearly 18 years in marketing and coaches businesses on building trust with buyers in the markets they serve.

Read the full episode summary: https://www.impactplus.com/endless-customers-podcast/local-seo-strategy

🎧 Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.