Every month, we bring ACE Peer Group members and their teams together for something a little different: a real conversation about the business side of the business.
That's what ACE Team Development is — a monthly educational series, hosted by McFarlin Stanford’s Chris Psencik, where ACE Peer Group members and their key team members get access to focused, practical training on topics that move the needle.
In February, Chris sat down with McFarlin Stanford’s Chief Marketing Officer, Carrie Martinez, for a session on marketing strategy catered for the green industry. Carrie has a video production company of her own and for 20+ years has created campaigns for all types of businesses – from landscape companies to railroads.
Know Your Ideal Client and Meet Them Where They Are
One theme was identifying your ideal client personas — and Carrie pushed beyond "commercial" or "residential" as categories. She walked through building a detailed picture of their best clients: where they live, where they spend time, who influences their decisions, and when they're most likely to buy.
Chris reinforced it with his experience: local marketing — concentrating your efforts in a defined area where you already have clients — is both a marketing and an operations strategy. Less windshield time and more visibility on the properties of current clients.
One practical takeaway: use an AI image generator to create a visual of your target client, print it out, and put it where your team can see it. Keeping a real face attached to your target client changes how you make decisions about messaging.
You must also be strategic about where and when you show up. Which channels are driving results? Do you know your cost per lead?
Carrie covered the full spectrum: your website, social media, online reviews, vehicle branding, neighborhood publications, geo-targeted ads, and the rapidly evolving SEO landscape as AI increasingly answers search queries before users even see organic results.
A few highlights: vehicle branding remains one of the highest-ROI marketing expenses in this industry — a clean, consistent truck in the right neighborhood is a moving billboard. On the commercial side, if your client's budget is set in October, your education messaging needs to start in July.
This Is a Members-Only Benefit
This is just a little of what we covered in February’s ACE Team Development. These sessions are an exclusive benefit of ACE Peer Group membership, designed for both members and their teams.
Inside the full session, members gain access to practical frameworks, hands-on exercises, real-world examples, and live Q&A discussions that help turn ideas into action. February's complete recording is available exclusively for our ACE Peer Group members and their teams.