How a 30-year executive-search veteran became the authority in his niche.
John Ricciardi
Founder, Afton Consulting Group · Regulatory Affairs · NY/NJ
The starting point
John had 30 years of industry experience and nine years running Afton Consulting Group. His business had originally been designed as a lifestyle business, with semi-retirement in mind.
His marketing reflected that: occasional posts, occasional articles, and outreach whenever he could get to it. The old cold-outreach model was becoming harder to sustain.
Why John came to ORA
John had already been disappointed by other marketing firms whose work felt templated. ORA approached him differently.
Alexis consistently followed up without becoming pushy, and the conversation began with his value proposition rather than a pre-built template.
What we built together
ORA helped John clarify his niche and position the perspective he could uniquely bring to regulatory affairs. A monthly rhythm combined strategy, video and organized content ready to publish.
John could show up, record and execute without having to manage the marketing machine himself. His marketing shifted from trying to get through the next wall to becoming known well enough that the right people came to him.
"One of my posts did 7,000 impressions in 24 hours, and only 600 of those people were in my network. After a strong post, I get 100+ new invites from people in my ICP."
John RicciardiThe results
- Warm inbound from CEOs and hiring leaders
- Executive-search engagements coming from inbound conversations
- A single post generated 7,000 impressions in 24 hours
- More than 6,000 of those impressions came from outside his network
- Dormant relationships and old clients reactivated
- His business shifted from a planned wind-down toward a new chapter for his son
The takeaway
Thirty years of expertise was already there. The missing piece was making that expertise visible to the market.
Your market already needs what you know. Let's make sure they see it.
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