Outsmart & Outgrow

About Outsmart & Outgrow

This is Outsmart & Outgrow, the show where ambitious companies reveal how they outthink their market and turn digital visibility into qualified leads and real, lasting growth.

Publisher

Hayden Bruce and Glen Moore

Category

business · business

Language

en

Explicit

No

First episode

31 Aug 2026

Latest episode

6 Nov 2026

Latest episodes

7 episodes in the feed.

1. 

   6 Nov 2026

   Nobody Likes To Be Sold With Dennis Cohen of JJM Roofing

   Dennis Cohen is the Owner and Operator of JJM Roofing & Waterproofing, a company providing residential and commercial roofing, siding, gutters, and waterproofing across Long Island and New York City. Working in the trade since 1985, Dennis oversees projects, crews, and customer relationships, drawing on decades of hands-on expertise in roof systems and leak prevention. His career includes major projects for the United Nations and New York City School Construction Authority. He also provides roof rejuvenation treatments that help homeowners extend the life of their existing roofs. In this episode… Roofing customers aren't just buying shingles or repairs; they're trusting a contractor to protect their homes. A clean jobsite and a returned call can matter as much as the finished roof. What turns that trust into lasting business growth? Building a successful roofing business starts with earning trust through every customer interaction. Roofing and waterproofing expert Dennis Cohen knows that listening, doing the job right, and fixing mistakes instead of hiding them are essential. From removing every nail from a driveway to responding promptly and honoring promises, small details shape the customer experience and generate referrals. Dennis also explains when roof rejuvenation treatments can extend the life of aging shingles instead of requiring an immediate replacement. His approach shows how strong workmanship and customer care create a reputation that advertising alone can't buy. In this episode of Outsmart & Outgrow, Hayden Bruce sits down with Dennis Cohen, Owner and Operator of JJM Roofing & Waterproofing, to discuss how customer-first service drives roofing business growth. Dennis shares lessons from large commercial projects, ways to earn homeowners' trust through attention to detail, and the value of roof rejuvenation options. He also covers Google reviews, referrals, advertising, and effective lead follow-up.

2. 

   30 Oct 2026

   Marketing Doesn't Create Demand, It Finds It With Brett Hansen

   Brett Hansen is a Fractional CMO at Free Agency, a firm providing strategic marketing leadership to home service contractors. He helps HVAC, plumbing, electrical, and garage door companies turn marketing spend into booked jobs and revenue while retaining ownership of their websites, content, and data. Brett also focuses on the future of search, including visibility in AI tools like ChatGPT and Perplexity. Drawing on experience at Scorpion and WebFX, his approach prioritizes transparent reporting, accountability, and lasting growth. In this episode… More marketing spend doesn't always mean more booked jobs. Growth starts with reaching homeowners already looking for help. How can contractors turn that demand into revenue? For Brett Hansen, a fractional CMO in home services marketing, the answer is to meet homeowners where they're searching and turn interest into booked jobs. That starts with diversifying beyond Google Ads, testing lead aggregators, and reengaging past customers with referrals and relevant offers. Brett also emphasizes tracking revenue, responding quickly to inquiries, and spotting booking or scheduling gaps before raising the ad budget. Contractors need clear performance expectations, transparent reporting, and ownership of their marketing data. These practices help businesses capture existing demand and grow revenue without simply chasing more leads. In this episode of Outsmart & Outgrow, Glen Moore sits down with Brett Hansen, Fractional CMO at Free Agency, to explore why effective marketing finds demand rather than trying to create it. Brett explains how to diversify lead sources, generate more revenue from existing customers, and hold marketing partners accountable for results. He also shares costly lessons about marketing budgets, operational inefficiencies, and the importance of building trusted industry relationships.

3. 

   2 Oct 2026

   Build a Marketing Budget That Drives ROI With Glen Moore & Hayden Bruce

   Glen Moore is the Co-Founder and CEO of Bear Fox Marketing, a digital marketing agency that helps home service and manufacturing companies generate qualified leads and measurable revenue growth. With 25 years of marketing experience, he specializes in SEO, paid media, branding, conversion optimization, and growth strategy. Glen leads the agency's results-focused approach to improving marketing ROI. Under his leadership, Bear Fox Marketing earned a spot on the Inc. 5000 list of fastest-growing private companies in both 2022 and 2023. Hayden Bruce is the Senior Sales and Marketing Manager at Bear Fox Marketing. With expertise in digital strategy, forecasting, and client growth, his work centers on identifying the right growth strategy, connecting marketing spend to ROI, and aligning sales with marketing for stronger results. Hayden also focuses on setting realistic expectations and building effective agency-client partnerships. In this episode… A bigger marketing budget doesn't always mean better results. The key is knowing how much to spend, where to invest, and which metrics prove it's working. So how can businesses build a marketing budget that drives growth and measurable ROI? Marketing leaders Glen Moore and Hayden Bruce bring expertise in digital strategy, forecasting, lead generation, and growth, emphasizing that effective marketing starts with realistic goals, smart allocation, and clear measurement. They recommend prioritizing the channels best suited to a company's budget and timeline, then evaluating performance through cost per lead, conversion rate, return on ad spend, and revenue. Glen explains when SEO may deliver stronger long-term value, while Hayden highlights CRM tracking and sales follow-through as essential to understanding lead quality and results. Together, they offer a practical framework for making informed marketing decisions and scaling when the data supports it. In this episode of Outsmart & Outgrow, Chad Franzen of Rise25 talks with Glen Moore, Co-Founder and CEO, and Hayden Bruce, Senior Sales and Marketing Manager at Bear Fox Marketing, about building a marketing budget that drives ROI. Glen and Hayden discuss budget benchmarks, SEO versus paid ads, and the KPIs that matter most. They also discuss lead quality, client-agency fit, and when to scale spending.

4. 

   25 Sept 2026

   No Amount of Marketing Can Outplay a Relationship, With Robert Esposito of Relocators

   Robert Esposito is the Founder of Relocators, a Long Island-based transition services company providing moving, storage, cleanouts, estate sales, and restoration pack-outs across New York and Florida. He leads operations and growth strategy, helping families navigate major life transitions through personalized service built on communication and trust. Starting with a single box truck in 2008, Relocators has grown into a multi-service operation serving residential clients and restoration partners. Robert is also the author of Nobody Move, which describes the emotional and logistical challenges of moving. In this episode… Building a reputable services business requires more than generating leads — it depends on earning trust, creating meaningful connections, and delivering an experience customers remember. How can entrepreneurs turn relationships into a foundation for long-term growth? Robert Esposito, a business leader and entrepreneur with expertise in relationship-driven growth, explains that strong connections and a commitment to helping others can have a lasting impact on a company's success. By focusing on accountability, networking, and providing value before seeking opportunities, business owners can create partnerships that extend far beyond a single transaction. Robert also highlights the importance of building systems while maintaining the personal touch that helps service businesses stand out. These lessons provide a framework for entrepreneurs looking to grow through trust and a solid reputation. In this episode of Outsmart & Outgrow, Hayden Bruce chats with Robert Esposito, Founder of Relocators, about building a business through relationships, referrals, and exceptional service. Robert discusses networking strategies, expanding through new service opportunities, and creating a customer-focused culture. He also shares insights on leadership, community involvement, and his Nobody Move book.

5. 

   18 Sept 2026

   How Data-Driven Marketing Creates Scalable Growth With Hayden Bruce

   Hayden Bruce is the Senior Sales and Marketing Manager at Bear Fox Marketing, a digital marketing agency that helps home service and manufacturing companies generate qualified leads and measurable revenue growth. His work centers on identifying the right growth strategy, connecting marketing spend to ROI, and aligning sales with marketing for stronger results. With expertise in digital strategy, forecasting, and client growth, Hayden contributes to a team recognized on the Inc. 5000 in 2022 and 2023. In this episode… Sustainable business growth takes more than website traffic or a full sales pipeline. The strongest digital marketing strategies connect every investment to qualified leads, revenue, and actionable data. So what does it take to turn marketing performance into predictable, scalable growth? Drawing on his sales and digital marketing experience, Hayden Bruce explains why data should guide both marketing investment and performance measurement. Instead of relying on vanity metrics like clicks or lead volume, businesses should focus on which channels generate qualified prospects, closed business, and real ROI. Hayden recommends balancing long-term strategies like SEO with paid advertising when faster lead generation is needed, then using performance data to refine budgets and forecasting. Strong sales and marketing alignment also helps improve lead quality, conversions, and sustainable growth. In this episode of Outsmart & Outgrow, Chad Franzen of Rise25 talks with Hayden Bruce, Senior Sales and Marketing Manager at Bear Fox Marketing, about using data-driven marketing to create scalable growth. Hayden explores SEO versus paid ads, measuring marketing by revenue, and aligning sales and marketing around qualified leads. He also discusses forecasting and why human judgment remains essential as AI reshapes digital marketing.

6. 

   11 Sept 2026

   Scaling Home Services Through Better Systems, Training, and Culture With John Akhoian

   John Akhoian is the Co-founder and CEO of Rooter Hero Plumbing & Air, a home services company providing plumbing, drain, sewer, and select HVAC services across California and Arizona. In his role, he focuses on building strong teams, developing leaders, and creating a customer-first culture through consistent training and systems. His expertise spans home service growth, leadership, and the skilled trades. John is also an author whose books include Values First and Temporarily Broken, which share lessons on leadership, values, personal growth, and building a successful career in the trades. In this episode… Scaling a home service business requires more than adding locations and employees. Strong systems, leadership, and culture are what keep growth sustainable. So how can home service leaders grow without losing the standards that made them successful in the first place? The answer starts with building structure before growth outpaces the business. John Akhoian, a home services leader with decades of experience scaling plumbing operations, explains how consistent training, strong management systems, and clear accountability help teams grow while protecting the customer experience. John also emphasizes developing people from within, keeping employees engaged through transparency, and staying focused on customers instead of competitors. By investing in people and operational discipline, home service businesses can create a stronger foundation for long-term growth. In this episode of Outsmart & Outgrow, Hayden Bruce sits down with John Akhoian, Co-founder and CEO of Rooter Hero Plumbing & Air, to discuss scaling home services through better systems, training, and culture. John shares how to maintain service quality across locations, build stronger teams, and create systems that support growth. He also touches on hiring, marketing, customer retention, and franchising.

7. 

   31 Aug 2026

   Turning SEO and AI Visibility Into Qualified Leads With Glen Moore

   Glen Moore is the Co-Founder and CEO of Bear Fox Marketing, a digital marketing agency that helps home service and manufacturing companies generate qualified leads and measurable revenue growth. With 25 years of marketing experience, he specializes in SEO, paid media, branding, conversion optimization, and growth strategy. Glen leads the agency's results-focused approach to improving marketing ROI. Under his leadership, Bear Fox Marketing earned a spot on the Inc. 5000 list of fastest-growing private companies in both 2022 and 2023. In this episode… Getting found online is only valuable if that visibility turns into qualified leads and revenue. As AI changes how people search, businesses need SEO strategies that prioritize intent, authority, and conversion. What does it take to stay visible and keep generating real growth? The answer is to treat SEO and AI visibility as part of a larger lead generation strategy. Glen Moore, an experienced marketing leader, explains how businesses can focus on high-intent searches, create authoritative content, and build service pages designed to convert. Glen also emphasizes choosing a few marketing channels to execute well, forecasting ROI before spending, and using conversion data to improve performance over time. The result is a smarter, more focused approach that connects search visibility directly to qualified leads and measurable revenue. In this episode of Outsmart & Outgrow, Chad Franzen of Rise25 talks with Glen Moore, Co-Founder and CEO of Bear Fox Marketing, about turning SEO and AI visibility into qualified leads. Glen explains why SEO is evolving rather than disappearing, how focused channel selection improves ROI, and what makes websites more effective at converting traffic. He also shares why human strategy remains essential as AI reshapes search.

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