Danny Shepherd is co-CEO of Intero Digital, a 400-person digital marketing agency that offers comprehensive, results-driven marketing solutions. Danny has more than 20 years of experience directing paid media strategies, optimizing SEO, and building solutions-oriented content and PR. He leads a team of experts in web design and development, Amazon marketing, social media, video, and graphic design.
As the Co-CEO of Intero Digital, Danny has been pushing beyond the possible for the past 20 years, with a passion for uncovering the potential in any opportunity and leveraging technology and AI. He has a proven track record of developing and introducing proprietary technologies that revolutionize the performance marketing industry, such as InteroBOT, a patented search engine spider that he holds multiple patents for.
Danny’s ultimate goal is to make Intero Digital the most radically future-forward digital marketing provider, serving a variety of recognizable brands like Jaguar, National Geographic, and Oracle. He leads a diverse and ambitious team of more than 350 experts in online marketing, conversion tracking, Google local, and other fields.
Company: Intero Digital
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company
Danny Shepherd: Our client acquisition strategy is unique in our industry. We are picky when it comes to what types of businesses we work with so that number can vary significantly each month. We look to partner with businesses that have an outsized opportunity for us to move the needle with our strategies. Typically, that means having our research team look at the opportunities to grow market share, share of voice, or customer acquisition through a combination of our services. Our ideal client is a business or brand that has a product or service that their customers are actively seeking out, but their competitors are taking the majority of the existing market share. We look to grab market share from those competitors while also growing in new areas at the same time.
Do you currently refer your clients to help them find new strategic referral partners?
Danny Shepherd: Our goal is to help our customers grow quickly and get the best possible results with the services we provide. In many cases it is appropriate to refer them to one of our partners that can offer a product or service that we believe will help achieve their goals faster. Many times, these referrals are to both technology partners (think attribution, automation, etc.) or to other service agencies that have a complementary service.
How has the significance of networking evolved over the past decades?
Danny Shepherd: Over the past decades, networking has evolved significantly, transitioning from primarily in-person and localized interactions to global, digital connections. Covid and the advent of video conferencing have also played big roles in changing the way that we connect with and nurture professional relationships. In the past, networking was mostly confined to face-to-face meetings at social events, conferences, and through direct introductions. The advent of email, video conferencing, and social networks like LinkedIn have expanded the scope of networking, allowing professionals to maintain relationships across long distances and different time zones.
Can you share a personal story where one networking interaction led to unexpected doors opening, and how it highlights the ripple effect of networking?
Danny Shepherd: In 2016 I was introduced to another agency owner via LinkedIn. That other agency provided complementary services and had a strong reputation for delivering stellar results. We ended up meeting the old-fashioned way for lunch and hit it off immediately. That one connection ended up providing for several positive future opportunities. We partnered with that agency and were able to help our customers and their customers absolutely crush it. In addition to that I was introduced to one of my best personal investments as a limited partner in a Private Equity group that helped to buy and roll up service businesses. I often think back to how impactful that single lunch was on my life and where I’d be at if I didn’t take that meeting. I have learned and grown so much because of one interaction. Pretty incredible.
What are some common networking mistakes people make, and how can they pivot to turn potential missteps into learning experiences?
Danny Shepherd: Failing to Offer Value: Networking isn’t just about what you can get, but also what you can give. Not offering anything in return can make your connections feel one-sided. I’ve also learned that some of my best connections were connections where I didn’t have any expectation of getting anything in return and no “agenda” for how I was going to leverage that connection.
Pivot: Think about what unique insights, resources, or connections you can offer to your network. Offering help not only strengthens your relationships but also encourages others to reciprocate when you need assistance. One of my favorite things to do is to figure out how I can add more value to our customer base and help them achieve their goals. If a new connection can help make that happen then that’s a huge win in my mind.
Under-Preparing for Networking Events: You need to know the audience and be prepared to be a valuable connection for them. I’ll often lead with questions to learn more about their business, their customers, and then think about ways that I can help them succeed.
Pivot: Before an event, set clear objectives, research attendees or speakers you want to connect with, and prepare some conversation starters. This preparation can lead to more meaningful interactions. I go into networking events with the attitude that everyone there is my friend, they just don’t know it yet. I’ve found that having that attitude helps to cut past the nervousness that many attendees often have, and attracts more people who want to interact with you.
How do you see the future of networking evolving with the rise of AI, VR, and other technologies?
Danny Shepherd: It will be fascinating to see how these technologies continue to develop. While I’m not actively trying to attend VR events today, once the technology and wearables get better, I could see VR as a viable way to network in the future. The technology just needs to get past the current challenges with things like fatigue, headaches, etc. Although I will say that my kids have none of those issues with VR so it’s very likely that could be how the next generation of professionals choose to network.
As far as AI is concerned it’s improving at such an incredible rate that I could see it starting to play a bigger and bigger role in the future. From helping to connect the right people at the right time, to suggesting which events you should attend.
