SA 034: Digital Marketing Engineer and Entrepreneur Tom Schwab on Building your Customer Avatar

Tom Schwab

In this episode, I interview Digital Marketing Engineer and Entrepreneur Tom Schwab. We talk about marketing lessons, and he shares his strategies for driving leads including really figuring out what your customer avatar is.

Guest Bio:

Tom Schwab graduated from the United States Naval Academy and his first job out of college was running a nuclear reactor on an aircraft carrier. After his naval stint, he dived into the corporate world and eventually started his own business.

It took the deep recession in the Michigan economy for him to discover Inbound Marketing. His company, Goodbye Crutches was one of the first eCommerce companies to embrace the strategy of Inbound Marketing, making it a regional player to a national leader in under 3 years.

Now Tom is called an Inbound Engineer or Digital Marketing Engineer as he loves to build the high performing sales and marketing engines that every business owner can run.

Tom shares what he’s learned by writing, speaking, coaching, consulting and leading mastermind groups.


Some Questions We Ask:

  • Tom’s definition of success
  • Why he went to the US Naval Academy

“You can look at adversity as being a learning experience that you grow from or it can be a failure that destroys you.”

  • What were the inflection points in his life that catapulted him to the success he’s had?

“You can’t be a superstar in everything but you can team up with people and use your talents to help other people.”

  • What led him to digital marketing?
  • Are there any books that he recommends?

“What’s ordinary to you is amazing to me” – Derek Sivers

  • If he could have dinner with one person he admires, past or present, who would it be and why?
    • Ronald Reagan

What You’ll Learn In This Episode:

  • What people mostly get wrong when thinking about marketing
  • Strategies that entrepreneurs can employ over the next week or two that would be small wins to get them thinking about how inbound marketing can impact their business
  • How to take advantage of inbound marketing in the best way possible, once you get your avatar honed down

“Once you define who your ideal customer is, just answer their questions.”

  • Why he suggests less, rather than more leads to convert


Company website:
Personal website:

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