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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to an in-depth exploration of Episode 163 of the NTM Growth Marketing Podcast! In this episode, host Andrew sat down with two engaging guests — David Margolin, a seasoned fractional CMO in the Agtech space, and John De Goey, a portfolio manager and thought leader in Canadian finance. Through their stories and strategies, we gain valuable insights into niche marketing, the changing role of AI in business, and how authentic thought leadership can create real-world impact.
This blog post takes you behind the scenes of the episode, diving deeply into every major theme, strategy, and takeaway. Whether you’re a marketer, business owner, or someone curious about making authentic connections in today’s noisy world, you’ll find actionable ideas and inspiring anecdotes throughout.
Before diving into the nitty-gritty strategies and perspectives, let’s quickly introduce the episode’s guests.
David Margolin
John De Goey
David kicks off the conversation with a dose of humility and humor:
“I just look young and beautiful, but I’m actually like almost 30 years in the industry of marketing.”
He highlights a career that spans multiple industries, most notably agtech and telecom, with over a decade spent at Netafim — a revered name in micro-irrigation and fertigation. This depth of experience shapes his perspective on what works and what doesn’t in B2B marketing in complex, niche spaces.
If you’ve been hearing the term “fractional CMO” thrown around and wondering what it means, you’re not alone. David breaks it down in a way anyone can understand:
“Basically, you know, it’s a fancy name for something which is much more simple than that… So imagine a guy like me which has almost three decades of experience… Well the price tag over my head is pretty expensive. So if I need to be fully employed for a company, it’s a pretty heavy expense.”
In short:
A fractional CMO is a highly experienced marketing executive hired part-time, often by smaller or mid-sized companies needing top-tier expertise without the full-time executive price tag.
Agtech marketing is not like marketing the latest consumer app or gadget. David underscores just how focused this space can get:
“The agtech industry is a niche industry, and when you drill into what Grow Director does, it’s even a more narrower part of the industry.”
Grow Director specializes in automation tech for greenhouses — a niche within a niche.
Let’s break down some of the marketing strategies David relies on, drawing from hard-won experience in this uniquely challenging field.
“Publishing and expert articles, case studies… in horticulture agritech outlets, greenhouse growers, Horti Daily, Produce Growers, you know, all these media outlets… this is where we are aiming our efforts.”
“The old world of trade shows and in-person engagement… If I want to, like, spend the best three or four days of my time engaging with potential customers and channel partners, a trade show, like an industry trade show, would be a good place to go to.”
“We have two separate strategies — one is targeting the end users and the other is channel partners.”
David makes it clear: you cannot use the same template for both buyers and partners, even if they’re buying into the same core technology.
“It’s different messaging, addressing different motivations… everything is customized.”
Key Lesson:
Segment your audience and actually treat them differently, all the way from ad creative to sales enablement.
David emphasizes the universal need, regardless of which audience you target:
“All the stuff that, which is related to, you know, activities which build trust is working for both industries. So like case studies, success stories, testimonial, all that stuff… Especially when we have a really disruptive technology like Grow Director does.”
“So, so talking about like 10 years of experience and installations in every, basically in every crop and every type of structure, any type of climate or, you know, greenhouse setup is something that work for both.”
David shines a light on the huge gap between Silicon Valley hype and the realities of agtech sales:
“If you tell a farmer that a system which is going to control their entire crop is being managed by AI, they’re going to be really scared.”
“We had to adjust everything, all the content… So it will be talking a language which is giving AI the right place, but not taking over when we talk about the value proposition.”
Takeaway:
Let your marketing match your real buyers’ psychology — don’t force the hottest tech buzzword down their throats if it triggers suspicion!
David’s team leans heavily on AI for research, content creation, and design — but always with a hands-on, careful approach.
But it’s not about “letting the AI do the work”:
“As long as we use AI in a healthy way, use AI as a co-pilot, not to do the thinking or the work for us. Whatever tool we use makes us a little bit more productive and we can do much more.”
Practical Example:
Switching gears, we meet John De Goey — a portfolio manager in Toronto with over three decades in finance, and a passion for advocacy, education, and thought leadership.
He’s written “dozens, maybe even hundreds” of articles, authored three books, and hosts the Make Better Wealth Decisions podcast.
John’s approach to marketing is refreshingly authentic:
“I don’t do the podcast and write the books expressly to get clients, but every so often, I get clients because I write articles and write books and do a podcast.”
He embraces thought leadership as a way of:
Quote to Remember:
“Every so often, a client falls out of the sky because they read an article I wrote or heard my podcast and they call me and say, ‘you know, way to go. I think you can help me. Let’s talk.’”
John is more than a marketer — he’s a consumer advocate:
“I want to advocate for things that are laudable, even if we don’t know for sure what it’s going to mean for the bottom line. And, you know, I would say do the right thing because it’s never the wrong time to do the right thing.”
John lays out his industry’s status quo:
“I’m in an industry that is conservative, that is small C, Conservative, which is to say, resistant to change, mired in the status quo, doing things the way they’ve always been done.”
He recognizes that change is slow — companies often stick to familiar ways if it keeps profits secure, especially when customers don’t ask tough questions.
“If people are happy doing things the old way and you can charge a higher fee because people don’t understand the importance of fees or don’t even know what those fees are and don’t ask, the industry will not go out of its way to make disclosures that they’re not required to make if that lack of disclosure is seen as being good for profit margins.”
John’s relationship with AI is still evolving — but he’s already found some practical use cases:
“A lot of the, the value and leverage you get from AI comes from using it so that you can do a better job of asking better prompts, getting more refined output, and making sure that it can assist you in ways that you might not have intuitively expected.”
He also underscores:
AI, like any skill, rewards those who just start — you can’t learn how to use it by waiting on the sidelines.
One of the most memorable segments was John’s interview with a former Olympic skier:
“I think the one thing that really, really stood out was excessive preparation and calculated risk taking… other people thought I was taking risks; but I’m the guy going down the hill, and I’m telling you I didn’t think it was risky, and I thought that was insightful.”
“No matter what your walk of life is, you will be able to impart a lesson that is relatively universal, that people who do something totally different will likely be able to take away and apply to their day to day life.”
John admits he’s a relative late adopter and shares this simple advice:
“Don’t do what I’ve done and start sooner. What I’ve learned from AI is that it’s a skill like any other… and you have to just do it like the Nike ad says.”
He also highlights the value of searching for creative prompts from reputable sources, as well as the value of trial and error:
Before introducing John, the podcast briefly spotlights the Marketing Mastermind Cohort from No Typical Marketers.
What is it?
This episode of the NTM Growth Marketing Podcast brings home a few major truths about business, advocacy, and staying ahead of the curve:
Whether you’re selling greenhouse automation to farmers or financial planning to cautious investors, meet your market where they are. Don’t force tech jargon or complex ideas; empathize and educate.
Case studies, testimonials, and real client stories transcend industries. Especially for new or “scary” technologies, proof earns attention and, over time, trust.
As John shows, creating and sharing content can serve your broader mission. Clients might follow, but integrity and public value come first.
Both guests use AI as a tool — to speed up research, ideation, and sometimes design. But the real work remains human, strategic, and uniquely creative.
“As long as we use AI in a healthy way, use AI as a co-pilot, not to do the thinking or the work for us, whatever tool we use makes us a little bit more productive and we can do much more.” — David Margolin
Thank you for joining this journey into the trenches of modern marketing, advocacy, and creativity. If you enjoyed these insights, don’t forget to share this post and continue the conversation with your own network!
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