How can businesses position themselves as trusted leaders?
Many business leaders ask the same question: How do we move from traditional marketing to becoming the trusted voice in our industry?
In this episode of Endless Customers, I sat down with Mike Minissale, Director of Marketing at Mazzella Companies, and Mike Close, Corporate Marketing and Communications Manager. Together, they share how Mazzella transformed from the old way of marketing to becoming a leader in their markets with industry-disrupting content.
We dive into how the adoption of the Endless Customers SystemTM (formerly known as They Ask, You Answer) has changed the game for Mazzella Companies. They discuss the critical role of leadership buy-in and the importance of dedicated content creation teams.
Mike Minissale, Director of Marketing at Mazzella Companies, recalls how critical leadership alignment was to their growth. "We really started to build confidence in ourselves and as an organization that we were becoming the industry experts within our respective spaces."
Without buy-in at the top, Mazzella’s transformation wouldn’t have gained traction. Leadership support ensured consistent accountability, resource allocation, and cultural alignment.
Mike Close recounts the early days, remembering the significance of having everyone on the same page. "We had three coaching sessions with IMPACT every single week... it was like drinking from a fire hose early on, but everyone started to get it at the same time, and it clicked."
The consistent external perspective from IMPACT coaches gave their team clarity and confidence:
Weekly coaching provided structured accountability.
Expert feedback prevented wasted effort.
Access to best practices shortened the learning curve.
By staying committed and disciplined, they were able to experience the exponential growth that every business leader craves. "We’ve seen upwards of ten times the amount of traffic that we were getting in 2017, consistently getting ten times that month over month," Mike states.
This incredible growth has not only enhanced their market presence but also created healthy internal competition and motivation among their different business units.
Both Mikes stressed the value of having the steady external perspective of the coaches from IMPACT. "Having you guys in our back pocket as the experts in the room... It’s really the whole system that you guys provide and access to your team of experts that sets the program apart.”
Expertise and accountability matter. Without outside coaching, their progress would have taken much longer.
Mazzella’s story shows that transformation isn’t about a single campaign—it’s about building a system. If you’re asking yourself, “How do I implement this in my company?” our team at IMPACT is here to help. Talk to our coaches today and start your journey to becoming the trusted voice in your industry.
Check out Mazzella Companies
Connect with Mike Minissale on LinkedIn
Connect with Mike Close on LinkedIn
What is the first step to becoming a trusted industry expert?
Start by consistently publishing educational content that answers your buyers’ most pressing questions. The more openly you address the topics others in your industry avoid, the faster you’ll build trust and authority with your audience.
Do I need leadership buy-in to make this work?
Yes. Without executive support, it’s almost impossible to build the culture of transparency and consistency required for success. Leaders set the tone for accountability and ensure the right resources are in place for the strategy to thrive.
What role does coaching play?
Coaching provides structure, accountability, and proven strategies to speed up adoption and prevent common mistakes. It also offers an outside perspective that helps teams identify blind spots and stay focused on the highest-impact activities.