Episode 1: Client Success

Summary

In this insightful conversation, Braden Ashby, Director of Client Services at SEO Works, shares his unconventional career path from sales and public relations to becoming a leader in digital marketing. He discusses the challenges and rewards of client success management, emphasizing the importance of adaptability, communication skills, and continuous learning. Ashby also highlights the unique culture at SEO Works, including their commitment to transparency and client satisfaction through month-to-month contracts. This episode offers valuable advice for students and professionals exploring careers in marketing and client relations.

Takeaways

• 😀 Braden Ashby is the Director of Client Services at SEO Works, where he has been working for almost 3 years.
• 📚 Braden's career path was unconventional, starting in a call center and transitioning through various roles in sales and public relations.
• 💡 He emphasizes the importance of figuring out one's career path before completing a degree to ensure it aligns with long-term goals.
• 🚀 Braden's interest in digital marketing grew during the COVID-19 pandemic, highlighting the increased importance of the digital space.
• 📈 At SEO Works, Braden manages a wide range of clients, from a fishing lodge in Alaska to a mortgage company, totaling up to 107 clients at one point.
• 🤝 Client success involves ensuring clients' campaigns are successful, acting as a middleman between clients and internal teams, and strategizing to meet clients' goals.
• 🧠 Soft skills, such as communication and organization, are crucial in client success roles, while a marketing or business degree can be beneficial.
• 🌟 SEO Works values transparency, results, and loyalty, operating on a month-to-month basis without long-term contracts to maintain high client satisfaction.
• 🏅 Braden finds his job fulfilling because he can see the direct impact of his work and values the company's ethical approach to client relations.
• 💼 SEO Works offers a commission-based structure, allowing client success managers to earn additional income by upselling services or retaining clients.

Q & A

What is Braden Ashby's current position at SEO Works?

Braden Ashby is the Director of Client Services at SEO Works.

How long has Braden been working at SEO Works?

Braden has been working at SEO Works for almost 3 years.

What was Braden's initial career path before SEO Works?

Braden started in sales and worked in a call center before moving into public relations with a focus on sales roles, similar to a pharmaceutical representative.

Why did Braden decide to change his major during his studies?

Braden wanted to figure out his career path before getting his degree and didn't want to get a degree in something he would never use. He was looking for a field where he could work with people and grow accounts in a marketing aspect.

How did Braden's perspective on digital marketing change during the COVID-19 pandemic?

During the COVID-19 pandemic, Braden realized the importance of the digital space and decided to get more into digital marketing, as traditional social interactions were limited due to social distancing.

What does Braden manage as the Director of Client Services at SEO Works?

Braden manages client relationships and campaigns, ensuring their success. At one point, he was managing up to 107 clients from various industries.

What is the role of the client success team at SEO Works?

The client success team acts as the middleman and strategist for the clients, formulating plans based on clients' goals, budgets, and timelines, and ensuring they are being successful in the campaigns run for them.

What skills are important for someone in a client success role?

Good communication skills, the ability to understand and interpret data, and being organized are important. Matching the right energy with the right client is also crucial.

How does Braden feel about the variety in his job?

Braden enjoys the variety in his job, as it allows him to interact with people from different industries and learn something new every day.

What are some challenges Braden faces in his role?

One of the challenges is being the face of the company when internal mistakes occur, having to communicate these issues to clients and manage their frustration.

What advice does Braden have for someone considering a career in client success?

Braden advises that there is no one right way to approach a career in client success. Developing strong soft skills, such as communication and social skills, is important. Being self-aware and setting personal goals for improvement is also beneficial.

What is unique about SEO Works' approach to client contracts?

SEO Works operates on a month-to-month basis without long-term contracts, allowing clients the flexibility to leave if they are not satisfied with the results.

What are the core principles that SEO Works is founded on?

SEO Works is founded on the principles of transparency, getting results, and earning loyalty.

How does Braden describe his experience working at a larger company compared to SEO Works?

Braden felt more like a cog in a big system at the larger company and less fulfilled. He appreciated returning to SEO Works where he could see the impact of his work and felt more at home.

What is the potential for growth in Braden's role at SEO Works?

There is potential for growth both in terms of personal development and financial growth through salary and commission-based incentives for upselling or retaining clients.