[Top Agency Series] Building a Results-Driven Dental Marketing Agency With Brett Allen

Brett Allen is the host of The Marketing 32 Show and the Founder of Marketing 32, a dental marketing agency specializing in internal and external marketing strategies to help dental practices grow. Under Brett’s leadership, Marketing 32 has successfully supported over 215 dental practices across the US, Canada, and Australia by implementing its unique Practice Impact Formula, which guarantees growth within 30 days or the service is free. Brett’s journey into dental marketing started with his expertise in search engine optimization and online marketing, which he honed as a marketing director in Houston before launching his own company.

Here’s a glimpse of what you’ll learn:

• [04:12] Brett Allen discusses the founding story behind Marketing 32
• [05:13] Realizing the power of niche specialization in the dental industry
• [12:23] Lessons learned from working with initial clients
• [17:37] Building Marketing 32’s bold “grow or you don’t pay” performance guarantee
• [24:13] Brett shares the challenges dentists face with unreliable marketing agencies
• [28:21] How call tracking and AI tools improve client results
• [32:54] The experience with scaling a multi-location dental practice
• [42:18] Visualization techniques Brett uses for business and sports success
• [48:28] How Marketing 32 structures quarterly meetings to drive consistent growth

In this episode…

Navigating the dental marketing world can be a frustrating experience for practice owners who invest heavily in agencies yet see minimal results. With so many marketers making big promises but failing to deliver, how can dental practices ensure they choose a partner who drives growth and stands behind their work?

Brett Allen, an expert in dental marketing and growth strategies, tackles this challenge by sharing the critical importance of niche specialization, performance-based guarantees, and leveraging technology like AI call tracking to ensure accountability. He emphasizes that practices must seek agencies that offer transparent results, avoid long-term contracts, and provide clear metrics for success. Brett also dives into the significance of nurturing patient relationships and internal teams to create lasting growth, offering practical insights into building trust and avoiding common industry pitfalls.

In this episode of the Inspired Insider Podcast, Dr. Jeremy Weisz interviews Brett Allen, Co-founder and CEO of Marketing 32, about creating results-driven dental marketing strategies. Brett discusses why offering a strong guarantee sets agencies apart, how his collegiate swimming background influences his business mindset, and what practices can do to better engage existing patients to foster growth.

Resources mentioned in this episode:

• Brett Allen on LinkedIn
• Marketing 32
• The Marketing 32 Show

Special Mention(s):

• Russell Brunson on LinkedIn
• Alex Hormozi on LinkedIn
• Pat Flynn
• Smart Passive Income Podcast
• The Game
• $100M Offers: How To Make Offers So Good People Feel Stupid Saying No by Alex Hormozi
• $100M Leads: How to Get Strangers To Want To Buy Your Stuff by Alex Hormozi
• The Gap and The Gain: The High Achievers’ Guide to Happiness, Confidence, and Success by Dan Sullivan and Dr. Benjamin Hardy

Related episode(s):

• “[Top Agency Series] Growth Through Acquisitions – What is Your KPI and Northstar? With Jason Swenk” on the Inspired Insider Podcast
• “Building a Great Team and More Helpful Insights with Jason Swenk Host of The Smart Agency Master Class Podcast” on the Inspired Insider Podcast
• “[Top Agency Series] Navigating a Merger and Becoming an End-to-End Digital Partner With Kevin Hourigan of Spinutech” on the Inspired Insider Podcast
• “[Top Agency Series] Expanding Your Brand Impact Through Social With Duncan Alney of Firebelly Marketing” on the Inspired Insider Podcast

Quotable Moments:

• “If you’re doing a great job, people won’t leave you. In fact, they’ll tell their friends.”
• “Dentistry goes beyond hygiene — they truly transform lives by restoring confidence, health, and emotional wellbeing.”
• “We realized if we wanted to scale and make an impact, we needed to niche down.”
• “You really get focused on perfection and pushing through pain when you’re competing at that elite level.”
• “Entrepreneurship is the greatest personal development game you can play to better yourself and your life.”

Action Steps: 

1. Specialize in a niche market: Focusing on a specific industry builds expertise, simplifies marketing, and creates a strong competitive edge.
2. Track and analyze client calls: Monitoring calls with AI ensures you can identify operational gaps and improve lead conversion rates.
3. Offer a bold performance guarantee: A strong guarantee builds credibility, sharpens your client selection, and pushes your operational excellence.
4. Celebrate wins regularly with your team: Recognizing achievements boosts morale, encourages improvement, and keeps the journey fulfilling.
5. Visualize future success intentionally: Practicing visualization strengthens mental resilience and turns aspirations into structured action plans.

Episode Transcript

Intro: 00:00

You are listening to Inspired Insider with your host, Dr.. Jeremy Weisz.

Dr. Jeremy Weisz: 00:22

Dr. Jeremy Weisz here, founder of Inspired Insider where I talk with inspirational entrepreneurs and leaders. Today is no different. Brett Allen of Marketing 32. You can check him out at marketing32.com. And Brett, before I formally introduce you, I always like to point out other episodes of the podcast people should check out, since this is part of the top agency series. Some fan favorite episodes Jason Swenk I think I had him on twice. Brett. And he had the first one. He talked about how he built up his agency to eight figures and sold it. And then we had another one that he had been buying up agencies Sees. And we talk about the evaluation space, the agency space. And obviously he talked about how he created the group that he wish he had when he had an agency. And that’s how Brett and I met through Jason’s group.

Another interesting one was Kevin Hourigan, Kevin Hourigan of Spinutech. He had an agency since 1995, so it was really interesting to hear the landscape of the internet, business and agency life going through the decades. Right. And so that was a very interesting one. And Duncan Alney, I had on, you know, Brett and their company are super niche and focused on dental practices. Okay. And so I love talking about that. And Duncan focuses on CPG and beverage companies. So it was interesting to hear, you know, their journey and niching and serving certain spaces as well. So check out more on inside.com. This episode is brought to you by Rise25. Rise25, we help businesses give to and connect to their dream relationships and partnerships. We do that in two ways. One, we’re an easy button for a company to launch and run a podcast. We do the strategy, the accountability, and the full execution. As Brett knows, we’re kind of like the dancing elves that work in the background and make it look easy for that for them. Number two is we’re an easy button for a company’s corporate gifting. So we make gifting and staying top of mind for your clients and partners and prospects. Easy. You just send us the list. We do everything else we do gift selection, the card, your branding and everything.

So for me, you know, the number one thing, Brett for me is, is relationships. I’m always looking at ways on how I can give to my best relationships, and personally, I’ve found no better way over the past decade to profile the people and companies I admire and also send them sweet treats in the mail. I don’t know if Brett you’ve got anything from us yet, but if not, you will. And you can check it out at rise25.com or email us at [email protected]. I’m excited to introduce Brett Allen, the co-founder and CEO of Marketing 32. They’re the only dental marketing team that stands behind their process and results with an industry-leading performance guarantee, which we will dig into. Their guarantee will grow your dental practice or you don’t pay. It’s pretty bold, right? After helping over 240 practices to grow across, it could be US, Canada, Australia, you know, the practice impact formula and marketing 32 is really they’ve perfected this proven process that creates predictable growth for dental practices. And that’s, by the way, without adding more work for their front desk, which I could see being an issue. So Brett, thanks for joining me.

Brett Allen: 03:41

Yeah, super excited to be here. So so grateful and thankful for you and your team. Jeremy, like you mentioned in the intro, our team does use Rise25 to get for our podcast for production, editing, all of that. Their team at rise 25 has just been phenomenal to work with. Super grateful for them.

Dr. Jeremy Weisz: 04:00

Well thank you. Thank you. And I did not pay you to say that, but I appreciate that. And, you know, I do want to start off just tell people about Marketing 32 and what you do.

Brett Allen: 04:12

Yeah. So I started the company really 11 years ago. At the time, it wasn’t dental marketing-related. It was just purely Google marketing. It was my attempt at entrepreneurship and to do my own thing. And so jumped into that and quickly grew that business. But realized the headache of not specializing. And every new client that came in, we had to develop strategy around, investigate competition and really create a custom approach. And so really in 2018, I approached my business partner and said, look, if we’re really wanting to scale something and make an impact, those were our kind of driving motivators. We looked at our business like we need to. We need to niche down specialize.

Dr. Jeremy Weisz: 05:00

And was that just intuitive or did someone tell you that?

Brett Allen: 05:04

I kind of felt it. Yeah, it was kind of.

Dr. Jeremy Weisz: 05:07

Because you’re like, there’s so much work. You have to customize every client and learn a new industry kind of thing. I gotcha.

Brett Allen: 05:13

Yeah. And at that point, since we were just a Google marketing agency in the competitive landscape of SEO search engine optimization, it was becoming more and more apparent that to win at this game, you had to be really, really good. And yeah, so it just what I didn’t anticipate was the effect of how easy, how much easier it would be from our marketing standpoint to get clients. Because when you’re a specialist, people trust you even more, right? Like in your case, you’re not just a marketing agency, you are a podcast Agency. And so you don’t just help with creative. You’re niched in that way. And I’m sure that’s been great for you too.

Dr. Jeremy Weisz: 05:59

I want to find out how you decide to niche into dentistry.

Brett Allen: 06:04

Yeah. Great question. So actually, my first client when I started the agency in July of 2014 was a dentist. Got connected with them from a friend from college. Revive. Still a client. Yeah. Doctor Kent Howell and Nate Farley. Love those guys.

Dr. Jeremy Weisz: 06:25

What were you saying when they were coming to you? Were they saying we just want new patients or what were they asking you at the time?

Brett Allen: 06:32

Yeah. So they were. Yeah. They just wanted. Yeah. More new patients. And better visibility on Google. That was the driver there. They wanted to be at the top. They wanted. Yeah. So that was yeah. We had a number of discussions. Signed them as a client. Super excited to be working with them and but to answer your question actually related to the same client by 2018 we had three dental clients across our companies that we were working with. And I was trying to figure out, okay, where do we want to niche down, what do we want to do? And Doctor Kent Howell’s picture from a patient, a case that he had, showed a full mouth transformation. So in dentistry you’ll know this as an all-on-X procedure where they do dental implants. All the teeth come out top and bottom.

Dr. Jeremy Weisz: 07:32

All of them.

Brett Allen: 07:33

All of them, they put in arches, top and bottom with a full set of teeth. And they can do it within a day.

Dr. Jeremy Weisz: 07:39

So that’s crazy.

Brett Allen: 07:41

Yeah. In this particular patient, if I could, it’d be hard for me to find the photo for you. But this guy had dental practices will know what I’m talking about.

Dr. Jeremy Weisz: 07:51

I can maybe look it up while you’re talking. Well, I look up doctor.

Brett Allen: 07:55

revivedental.com.

Dr. Jeremy Weisz: 07:57

Okay.

Brett Allen: 07:58

And I don’t know if his picture will be on there, but they have a lot of cases.

Dr. Jeremy Weisz: 08:03

I’ll poke around. I’ll see if it’s there. Is it? Where are they located?

Brett Allen: 08:08

In Arizona.

Dr. Jeremy Weisz: 08:09

Oh, Phoenix. Okay.

Brett Allen: 08:12

And, yeah, the transformation. The before and after, like, really impressed me. I had no clue that this was the kind of impact they were having in their patients’ lives that they could, in a day, restore dental health hygiene. And what is a huge, huge thing for patients that need this?

Dr. Jeremy Weisz: 08:32

Is this.

Brett Allen: 08:32

Right here? Is this. Yes. Yes. This is.

Dr. Jeremy Weisz: 08:35

I mean, I don’t know if this is the person, but you can see, I mean.

Brett Allen: 08:38

Yeah.

Dr. Jeremy Weisz: 08:38

The before and after here.

Brett Allen: 08:40

There’s a lot more. Yeah. Cases on there. But yeah, there’s these, these people don’t have, have the Have the ability to eat like the rest of us. They don’t have the confidence.

Dr. Jeremy Weisz: 08:50

As a functional and psychological.

Brett Allen: 08:53

Right? Yes. There, confidence there, there. You know, they don’t smile when they talk. And can you imagine not smiling all day because you’re worried about what people are going to think about your teeth, right. Yeah. So it was, it blew me away. So I called Doctor Hal and I was like.

Dr. Jeremy Weisz: 09:10

It is pretty crazy.

Brett Allen: 09:11

Yeah, yeah. So this, this type of, this type of dentistry definitely. Specialists do this prosthodontist periodontist. And there’s some pretty amazing tools out there and robots that facilitate this. Now shout out to Yomi robot. They’re a good partner of ours. And we’re doing some marketing with.

Dr. Jeremy Weisz: 09:33

Do they do robot like what do they what do they do.

Brett Allen: 09:36

Yeah. Robots that guide the doctor through the procedure. So you get real accurate precision. That’s cool. On implant placement.

Dr. Jeremy Weisz: 09:44

Yeah, I had implants.

Brett Allen: 09:46

You did?

Dr. Jeremy Weisz: 09:46

Oh, yeah.

Brett Allen: 09:47

Yeah.

Dr. Jeremy Weisz: 09:50

I knocked out my front teeth rollerblading when I was 18, and I was at a conference, and I had a permanent bridge in, and I bit into granola at a conference like the first day, and my am I permanent bridge came out. And so. And I was in Connecticut, obviously, you know, I’m from Chicago and I called my dad is actually a dentist, by the way. And I said, is there a glue I can buy from Walgreens? Like, I looked like a hockey player, you know what I mean? Like, you know what it looks like?

Brett Allen: 10:22

Super glue it back in.

Dr. Jeremy Weisz: 10:23

No, I couldn’t it wasn’t. So I had to go through the whole conference and just tell everyone when they’re talking to me. Just so you know, I have no front teeth. Don’t be alarmed. And it was. It’s painful, you know what I mean? So I get it. I’ve been there.

Brett Allen: 10:38

So you can relate.

Dr. Jeremy Weisz: 10:39

Totally.

Brett Allen: 10:39

Yeah. But so that was as we were kind of evaluating different industries that was further signalled to me is like this dentistry beyond just hygiene and taking care of your teeth. They really do have some transformation that they provide for their patients and huge transformation. Yeah, yeah. So I was like, let’s do this. And so yeah 2018 that compounded by at the time I was in Russell Brunson, founder of Clickfunnels, his inner circle mastermind, that a lot of big names in that group that I felt like totally like I didn’t belong there.

Alex Hormozi being one of them. If you know, if you recognize that name, got to know him real well. And a lot of others. But yeah, in that group there were Doctor Anissa Broussard and Jamie Amos, both big, big people in the dental industry. And so I was like, this is yet another sign that we should focus into dentistry. So that’s kind of how we launched into it. And yeah, I.

Dr. Jeremy Weisz: 11:48

Would like to hear the evolution of the of the services a little bit because I’m sure you start I know, I mean, for your journey, from what I understand, from what I researched, you would even start off offering services. You really. So if anyone’s you know, when I hear of anyone making excuses like, I don’t know how to do this or that, like you actually just got clients and then found people to fulfill on that stuff. And that’s kind of how you met Jeff, I think. But talk about the evolution of the services. And we could start with you basically selling, you know, getting clients and going from there.

Brett Allen: 12:23

Yeah, there’s a part of me that in fact, I bought a domain called start Intel.com way a long time ago because I just, I love motivating, I love entrepreneurship, I love this game that we’re all playing. I think it’s the greatest personal development game that you can play to better yourself. And I always encourage people who are thinking about jumping in to go for it. And so maybe someday I’ll start a podcast called Start and Tell or something, but.

Dr. Jeremy Weisz: 12:53

You’ll just do a start and tell series on this podcast, maybe. Yeah.

Brett Allen: 12:57

Oh, cool. But yeah, to get into my story, like, I, I had this I had this drive to do my own thing. I was working at my dad’s company out of college. I graduated 2008. I was the marketing director there. And yeah, always wanted to do my own thing. I just didn’t know what that was.

Dr. Jeremy Weisz: 13:15

Was your dad an entrepreneur then?

Brett Allen: 13:17

Yeah. Yeah. So, yeah. And, you know, that helps for sure. Growing up in a home where you see that it’s possible. And you see the life that it can bring. And so.

Dr. Jeremy Weisz: 13:30

Do you remember any lessons from your dad? Sitting around the table. I mean, maybe you didn’t realize at the time because you were younger, but what was. What was he talking about or saying at the dinner table that you remember?

Brett Allen: 13:48

Just the awareness, like my dad is, is he’s the man. He’s awesome. I love my dad. So if he ever listens to this, I’ll send him a copy. But he poured into me growing up, and now, as a father myself, I can see all that he did for me. So I was in Boy Scouts. He was a leader in that. In that program taught me so much about life, so much about leadership, so much about. Good values. Right.

Dr. Jeremy Weisz: 14:21

What do you remember from a leadership perspective? Do you remember something that he did specifically? I mean, maybe it’s more observing than even saying sometimes.

Brett Allen: 14:29

Yeah. Watching. Yeah, modeling definitely saw my dad step into the role of leader. He was our scout leader. He was the leader in his business. He was leader at church. Very involved with church. Yeah. He’s. Yeah.

Dr. Jeremy Weisz: 14:46

How does he lead when you see him? Like, how would you describe his leadership?

Brett Allen: 14:54

That’s a great question. I think he’s a little bit more reserved and just lives leads by example.

Dr. Jeremy Weisz: 15:02

Yeah I consider you kind of like that don’t you. Or.

Brett Allen: 15:05

No I’m not. Yeah. I’m not very loud and boisterous or type A domineering. No. He’s definitely one to understand where people are at and collaborate and team build and leverage skill set that the team has.

Dr. Jeremy Weisz: 15:23

Did you ever see from like a stress perspective? Because entrepreneurship is no joke, right? I mean, there’s a lot of stressors like I remember with my family, like it could be positive, but there’s also challenges. And I remember on the dinner table I had talking about staff challenges, you know, and I didn’t know what that meant. And later on I’m like, oh, I totally get what you’re saying. So was there anything from that end that you were maybe sometimes this is a deterrent for people even.

Brett Allen: 15:55

Yeah. I remember him coming home from work and feeling the stress of work and some of the, the, you know, his, his business partner navigating that relationship and some of the challenges that different personality types bring and some of the.

Dr. Jeremy Weisz: 16:15

It’s a marriage, you know what I mean?

Brett Allen: 16:16

Yeah, it’s totally a marriage for sure. And not only that, but kind of the journey that he was on. It was interesting, as I was in high school, to see him navigate the sale of his business. So he exited his business that he started when I was younger and due to the agreements that he had with that, that with that exit, he had a non-compete in place. He waited his time for the non-compete, everything by the book, but they still came after him after that, because he entered back into the same industry, he started a whole another company in a similar space, did not violate that non-compete.

I’ll be clear. He was an ethical he’s a trustworthy dude. And that was neat. That was interesting to see him navigate a lawsuit and at times to go to court with him and wow. Yeah, yeah. There was a big private equity company that I won’t I won’t name names. But there they were big. And so they had a lot of resources. They were coming after him. And so yeah that was cool. He won that. But you know, it took a while. It was stressful. Yeah.

Dr. Jeremy Weisz: 17:29

So you’re working for your dad’s company And then you. What’s next?

Brett Allen: 17:37

Yeah. So I was like, I’m listening to podcasts. On my drive home from work. I had a long commute every day. So this was when I was in Houston. We lived in Katy, the West Side suburbs of Houston, driving all the way up to north west side of Houston. So I have a 45-minute commute. I’m listening to podcasts every day. I listen to Smart Passive Income. Pat Flynn. Yeah, yeah. Pat Flynn. This was in the early days, 2012 early days of entrepreneur on fire. So yeah, just going back to, you know, listening to you guys and I it was just more and more it was like, I can do this, I can do this. It gave me the confidence to figure it out and just jump in.

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