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title: Why now is the best time to play offense
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The Intention.ly Brief | April 2025

| View in browser April has been a bit of a wild ride, but we’re closing out the month with plenty of resources to help you keep accelerating toward your 2025 growth goals. Learn how to: turn market turbulence into a competitive advantage, make sure your brand message resonates no matter what’s happening externally, address your lead scoring and operational challenges, and more. Stop talking and listen (& more expert advice) What’s the latest on what we’re not doing? On the Don’t Do That podcast, host Kelly Waltrich and some of the industry’s most influential leaders share the missteps that have taught them the most (so you can avoid making them!): Adrian “AJ” Johnstone: Don’t try to make every decision yourself Jack Sharry: Stop waiting for your turn to talk Molly McClure: Don’t hire top talent and then micromanage them If you haven’t already subscribed, click below to make sure you never miss an episode!   Press Play Stick to What Makes You Authentically Different When you look outside of your firm, your people, and your clients, you often lose sight of what makes you authentically different. In this episode of Message Matters, Joe Steuter cautions against focusing too much on competitors, features, and services. Instead, take an inside-out approach to your messaging. Identify what makes you unique, and hold fast to that.      Watch Now The Power of Playing Offense The market volatility playbook is predictable: cut marketing, freeze hiring, retreat. But what if that's exactly the wrong move? In a recent article, we explored the unprecedented opportunities economic downturns create for bold companies willing to double down while competitors pull back: enhanced visibility and SOV, deeper customer trust, and access to top talent.   Read More Is “Don’t Fix What Isn’t Broken” Breaking Your Firm? When minor issues become major problems, it’s already too late. In this Wealth Solutions Report article, Randy Lambert cautions firms against relying too heavily on the “if it’s not broken, don’t fix it,” philosophy. When it comes to tech and operations, your processes or solutions may not be “broken,” but they may be outdated, hindering growth, misaligned with business objectives, and more.    Learn More Real Marketing Talk: The Problem with Lead Scoring Real Marketing Talk host Jess Flynn sat down with Zohray Brennan, Director of Marketing Operations at Intention.ly, to explore why effective lead scoring is becoming increasingly challenging for fintech and financial services firms. Zohray breaks down why traditional metrics are failing, how privacy changes are impacting engagement tracking, and what modern lead scoring should look like in 2025.    Watch Now Be Seen, Be Heard Events, Conferences & Networking Advisor Engine \>drive2025 2025 Advisor Conference West Palm Beach, FL Don’t miss Tina Powell speaking on Thursday, May 1 at 2:20 PM ET!    Silver Oak Unplugged Hutton Hotel, Nashville, TN   Exclusive CMO Roundtable at WM Edge   In partnership with Wealthmanagement.com, Intention.ly is hosting an invitation-only gathering of senior marketing leaders across wealth management. Kelly and Joe will facilitate this dynamic discussion focused on the modern RIA playbook, including advisor marketing support, scaling expertise at AUM thresholds, budget considerations, tech, and more. Interested in being a part of the conversation? Contact joe@growintentionally.com.   Want to see something you’re working on featured in a future edition of Intention.ly Brief? Drop us a line here to share your news.  Intention.ly, 1018 W. 9th Ave, Suite 120, King of Prussia, PA 19406 Unsubscribe Manage preferences |
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