In this episode of All Things LOCS, hosts Antonio Garcia and Dan Neissany sit down with Arielle Cohen—co-founder of Marketing 411 and CMO of Business 411—to unpack modern marketing strategy, agency dynamics, scaling companies, and the mindset behind success.Known as the go-to expert for roofing industry marketing, Arielle shares tactical insights on how to convert leads into customers, overcome scope creep, avoid being burned by bad agencies, and build resilient marketing systems. She also gets personal—talking mindset, female leadership, and the importance of taking action before you're "ready."Whether you’re a startup, established business, or solo founder, this episode is packed with practical strategies and powerful mindset shifts.⏱️ Timestamps00:00 – Intro to Arielle Cohen & her marketing background01:00 – State of marketing today: status quo vs. innovation03:30 – Biggest misconceptions business owners have about marketing06:00 – Google strategies in crowded industries09:30 – How to have tough client conversations using data10:15 – Navigating scope creep with clients12:00 – How to find the right marketing partner14:00 – Identifying your "star player" services15:30 – Using AI tools like ChatGPT for small business strategy17:00 – Omnipresence vs. focused strategy19:30 – Delegation & letting go of control20:30 – Key marketing metrics every business should track23:15 – Reverse engineering lead targets from revenue goals24:00 – Rebuilding trust after being burned by past agencies27:00 – The psychology behind copywriting and conversions28:00 – Why organic content outperforms traditional ads29:45 – The danger of confusing, over-technical messaging30:00 – What a high-functioning marketing team looks like33:30 – Why CMO turnover is so high in major companies36:00 – Staying nimble in a changing marketing landscape38:00 – Being a woman with dreads in male-dominated industries39:00 – Turning difference into a competitive advantage42:00 – Advice for women in business: no excuses, just execution44:00 – Forward movement & letting go of perfection46:00 – How to contact Arielle & get help with marketing🔗 Connect with Arielle and Business 411: https://business411.com/https://www.instagram.com/arielleceo/📅 Book your FREE strategy call now:https://calendly.com/bestpracticestrategies/strategy-call?month=2025-05⭐ Enjoying the podcast? Follow, rate us 5 stars, and share this episode with a builder in your life.#AllThingsLocs #ArielleCohen #MarketingStrategy #LeadConversion #FemaleEntrepreneur #DigitalGrowth #CMOLife

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