Welcome to Episode 118 of Building My Legacy.

In this podcast we talk again with Sean Campbell, founder and CEO of Cascade Insights, who helps professional services firms improve their marketing efforts so they can continue to grow. Sean believes that, particularly in today’s economy, too many professional services firms are tempted to broaden what they do. He argues they should be doing the opposite: concentrate on what you do best and “grow in the lane that you’re in.”


Sean has had success with his own company in spite of the challenges of the COVID pandemic. In fact, they’ve seen more leads this past year than ever before. He attributes that to effective Internet marketing. This is especially important today when most traditional marketing efforts — events, conferences, speaking engagements and even in-person sales meetings — are no longer available. Sean’s message is essential for professional services firms that aren’t devoting the time they should to marketing. And it’s also helpful for any business that is looking for innovative and cost-effective ways to generate leads.


So if you want to know:

  • Why marketing is so hard for professional service firm leaders
  • How “pay-per-click” can be more effective than lots of content
  • Why your marketing efforts shouldn’t concentrate on social media
  • The important role your sales team can play in your marketing efforts
  • Why a healthy power balance is the key to successful collaboration


About Sean Campbell

Sean Campbell is the founder and CEO of Cascade Insights, a competitive intelligence and market research firm for B2B technology companies. He has been training, mentoring and educating all his life, and his professional services work includes consulting engagements with Fortune 50 companies as well as start-ups where he helps with these firms’ delivery, sales, marketing and operational practices. He is also a well-regarded conference speaker and author and has delivered talks for Fortune 50 companies and at top-tier conferences. His most recent book is the sixth edition of Going Beyond Google. He hosts the popular “B2B Revealed” podcast, now with more than 100 episodes on methodology, B2B tech and interviews with thought leaders. You can reach Sean at www.cascadeinsights.com and listen to his earlier Building My Legacy podcast here.  

About Lois Sonstegard, PhD

Working with business leaders for more than 30 years, Lois has learned that successful leaders have a passion to leave a meaningful legacy.  Leaders often ask: When does one begin to think about legacy?  Is there a “best” approach?  Is there a process or steps one should follow?

Lois is dedicated not only to developing leaders but to helping them build a meaningful legacy. Learn more about how Lois can help your organization with Leadership Consulting and Executive Coaching:

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Mike Saunders, MBA

Mike Saunders is theAuthority Positioning Coach at Marketing Huddle, the author of Amazon Bestselling book Authority Selling™, Adjunct Marketing Professor at several Universities, contributor to The Huffington Post, and member of the Forbes Coaches Council – an invitation-only community for the World’s Most Influential Business Coaches.

Lois Sonstegard, PhD

Working with business leaders for more than 30 years, Lois has learned the passion successful leaders have to leave a meaningful legacy. Lois is dedicated not only to developing leaders but to help them build a meaningful legacy.