Endless Customers

Ep166 - Reddit shows up in most AI search answers now, so how do you get your business into that conversation without getting banned? Austin Mock, an Endless Customers Coach at IMPACT, has spent months researching how businesses can actually show up on Reddit the right way. He walks through why Reddit is the second most cited source in both ChatGPT and Google's AI Overviews, how the platform's kar...

Ep165 - Does using AI for your content, video, or website actually make your marketing better, or does it just make your existing gaps move faster? AI multiplies whatever marketing foundation is already there, whether that foundation is a clear brand voice and buyer journey or a set of gaps nobody has named yet. Vin Gaeta, a coach at IMPACT who has personally worked with more than 500 businesses,...

Ep164 - Would you tell a customer the price before a salesperson ever walks in the door? Aaron Gaynor, CEO of The Eco Plumbers, Electricians and HVAC Technicians, added online pricing calculators for his company's biggest ticket replacements, full HVAC systems, water heaters, tankless units, and generators, with no advertising behind the launch. Since then, 846 people have completed the calculator...

Ep163 - A study of 100 top blogs found that most lost significant traffic since 2022, but a few grew, and the reason has nothing to do with their topic. Stephanie Baiocchi, Director of Events at IMPACT, joins Bob to dig into a report that tracked 100 high performing blogs from 2022 to today. Finance content dropped 99 percent. Parenting content grew. The difference comes down to Google's E-E-A-T f...

Ep162 - AI eliminates most businesses before it ever compares them on price or reviews. IMPACT ran an original study to find out exactly why. IMPACT ran an original research study to find out. We asked ChatGPT, Google AI Mode, Gemini, and Perplexity the exact same question 92 times across 23 industries, and coded every answer to see exactly how each platform screens, filters, and selects who it re...

Ep161 - Why do most AI tools inside a company get used once, then forgotten? Reagan Cotton, a coach at IMPACT, has an answer: map the process before you touch AI, feed it real examples of your brand's voice, and set hard limits on format before you ever hit publish. On this episode of Endless Customers, Bob Ruffolo talks with Reagan about exactly how he built an AI-powered tool for writing blog ar...

Ep160 - Is it actually possible to build almost 200,000 customer reviews without ever paying for a single one? Aaron Gaynor, Founder and CEO of Eco Plumbers, Electricians, and HVAC Technicians, has helped his company earn more than 20,000 Google reviews at a 4.9-star average in Columbus alone, and roughly 195,000 reviews across every market it serves. On this episode of Endless Customers, Bob Ruff...

Ep159 - Can an eight-month-old company with no ad budget actually get ChatGPT to recommend it over established competitors? Scott Merritt, co-founder of the HVAC company Honest Fix, built 1,769 web pages in his company's first eight months, all written and structured so AI tools can read, trust, and cite them. He walks through the exact approach: hyperlocal content that avoids duplicate-content pe...

Ep.158 - What happens to your website traffic when AI starts answering your customers' questions before they ever click through? Corin Cook, Senior Marketing Manager at Berry Insurance, a 100-plus-year-old Massachusetts personal and commercial insurance agency in Franklin, watched their website traffic dip as AI search began answering questions directly instead of sending clicks to their site. Aft...

Ep.157 - Would an AI tool recommend your business if a buyer asked it who the best company for the job is? Allie Belles, Executive Coach at IMPACT, joins the show to explain why the businesses winning customers today are the ones building real trust signals: honest reviews, transparent pricing, complete directory listings, and video that shows real people. On this episode of Endless Customers, Bob...

Ep.156 - Can you actually vibe code a HubSpot website with AI? In this episode of Endless Customers, Bob Ruffolo sits down with Danny Escardo, Senior Front End Developer at IMPACT, to talk through what vibe coding can and can't do when it comes to building real websites on platforms like HubSpot. Danny shares what he's discovered after months of hands-on experimentation, including why most AI-gene...

Ep.155 - Thinking about implementing HubSpot, but not sure where to start? In this episode of Endless Customers, Bob Ruffolo sits down with Jessica Palmeri, Director of HubSpot Training at IMPACT, and Michael Rice, Realtor® and the Conejo Valley Guy, for a practical conversation about what successful HubSpot implementation really looks like. Michael shares why he decided it was time to move away f...

Ep.154 - Your content might feel trustworthy—but will AI and buyers see it that way? In this episode of Endless Customers, Stephanie Baiocchi, Director of Membership and Events at IMPACT, shares a live reaction to Marcus Sheridan’s Endless Customers Live presentation: “13 Trust Signals Reshaping Human and AI Visibility in 2026 and Beyond.” As AI tools like ChatGPT and Gemini become a core part of...

Ep.153 - Google says search is undergoing its biggest transformation in more than 25 years. For business owners and marketers, that raises some important questions. If buyers are getting answers directly from AI, does website traffic still matter? What kind of content gets cited in AI search results? And how can businesses stay visible as search continues to evolve? In this episode of Endless Cust...

Ep.152 - Talking about pricing is hard in any industry. In adoption, it carries even more weight. In this episode of Endless Customers, Bob Ruffolo sits down with Steffany Aye, Founder and Director of Adoption & Beyond, to discuss how transparent pricing helps families feel more informed, more prepared, and more confident during one of the most emotional decisions of their lives. Steffany shar...

Ep.151 - Your content might sound helpful to you. To buyers, it might sound like a sales pitch. In this episode of Endless Customers, Bob Ruffolo sits down with Brett Ingram, Endless Customers Coach at IMPACT, for a candid conversation about why companies accidentally create biased content and how to fix it. This episode is about creating content buyers can actually trust. The kind that uses facts...

Ep.150 - Your payroll provider knows things about your data that they're not volunteering. CSI Accounting decided to say it out loud. In this episode of Endless Customers, Bob Ruffolo sits down with Alex Wanless, payroll specialist, and Jordan Sanders, videographer, from CSI Accounting and Payroll for a candid conversation about what bold, transparent content actually looks like inside a company m...

Ep.149 - When bigger competitors move into your space, you can't outspend them. But you can out-trust them. In this episode of Endless Customers, Bob Ruffolo, founder and CEO of IMPACT, sits down with Dan Kerr and Adam Gardiner, co-founders of AdjusterPro, for an honest conversation about what it actually takes to rebuild a marketing team and get real traction against industry giants. This episode...

Ep.148 - Most insurance agencies hide from their worst reviews. Trailstone Insurance made a video about them. In this episode of Endless Customers, Alex Winter sits down with Mark Rodgers, founder and president of Trailstone Insurance, and Marquece Cunningham, their Marketing Director, for a conversation about what it actually takes to build trust in an industry that usually avoids transparency. T...

Ep.147 - When business slows down enough that you have to start cutting your own team, you can either wait it out or change the game. Stacie Feller chose to change it. In this episode of Endless Customers, Alex Winter sits down with Stacie Feller, president of KangaRoof, for an honest conversation about what the first five weeks of implementing Endless Customers looked like for a small residential...

Ep.146 - In the world dominated by numbers and spreadsheets, TMA Accounting decided that a YouTube channel was an essential part of what they do. In this episode of Endless Customers, Alex Winter sits down with Marcos Navarro, videographer at TMA Accounting, for a candid conversation about what it actually looks like to build a trust-first video strategy inside a small professional services firm....

Ep.145 - Most contractors won't put prices on their website. Equity Roofing did, and six months later their submissions are up 58%. In this episode of Endless Customers, Alex Winter sits down with Caitlin Vegas, Director of Marketing at Equity Roofing, for a real-world look at how a pricing page goes from idea to growth asset. This episode isn't about web design. It's about what happens to buyer t...

Ep.144 - Most businesses don't fail at paid advertising because they picked the wrong platform. They fail because they weren't ready when they launched. In this episode of Endless Customers, Alex Winter sits down with Tanner Holman, paid social strategist on the Swell team at IMPACT, for an honest conversation about what it actually takes to make paid ads work. This episode isn't about campaign ta...

Ep.143 - Most companies avoid pricing because they think it will scare buyers away. The truth is, avoiding the conversation usually creates more doubt, more friction, and more lost opportunities. In this episode of Endless Customers, Alex Winter sits down with Adam Martin, Media Director at Hoel Roofing, to talk about what happened when their team stopped sidestepping pricing questions and started...

Ep.142 - Most painting companies avoid talking openly about pricing. David Cook decided to do the opposite. In this episode of Endless Customers, Alex Winter sits down with David Cook, owner of D’Franco Painting & Wallpaper, to talk about what happened when his company started answering buyer questions with more honesty, more video, and a lot more transparency. This conversation gets into the...