Bonnie’s vision for Pollinate Marketing is to help business owners achieve the growth and awareness they dream of. She loves digging into the numbers and finding trends that can be leveraged for even better results. But it’s not just about business growth; Bonnie is committed to creating a work environment where her team loves what they do and can enjoy a healthy work-life balance.
When she’s not leading Pollinate Marketing, Bonnie enjoys hiking, tackling home projects, and teaching her dogs new tricks. Her fun, humorous, and adventurous personality shines through in everything she does.
At Pollinate Marketing, Bonnie combines her analytical skills with her creative spirit to deliver marketing strategies that are as effective as they are innovative. She’s always ready for a spontaneous adventure and is dedicated to making a meaningful impact in the world of therapy practices.
What is your typical day, and how do you make it productive?
Creativity and productivity are two things that are super hard to force and often seem at odds, but they are both things that come when you trust your mind enough to slow down and listen. My three-part morning routine that delivers both productivity AND creativity:
1. Morning Brain Dump:
Three pages, stream of consciousness, no judgment. It’s like taking out the mental trash before your inbox has a chance to hijack your priorities. Some days it’s profound business insights, other days it’s “why does my cold brew taste weird?” – both equally valid.
This isn’t just journaling – it’s creating space for the strategic insights that are trying to break through the noise. Your subconscious knows exactly where those conversion rates are dropping; you just need to let it speak.
2. The Reality Check: Where Strategy Meets Execution
Instead of diving straight into the day’s fires, I map EVERY task floating around in my head against my actual priorities and KPIs. Old-school paper time blocking meets digital systems.
Because productivity without purpose is just expensive busy work.
3. The Idea Vault
I keep an ongoing “ideas note” and literally DM myself inspiration throughout the day. The best strategic insights never show up when you’re staring at a dashboard – they appear when you’ve created space for them.
How do you bring ideas to life?
How do you bring ideas to life?
You know that feeling when inspiration strikes at the most random moment? Whether I’m in the middle of a client call or hiking with my dogs, I’ve learned that great ideas don’t wait for convenient timing. That’s why the first thing I do is pop it into our company-wide idea vault in Asana – because let’s be honest, my memory isn’t as reliable as I’d like to think!
But here’s the thing about ideas – they’re a bit like puppies. They’re all exciting at first, but not every one is right for your home. Before we run with any new concept, I ask three simple questions: How quickly can we see results? Does this play to our team’s superpowers? And most importantly, does this align with the kind of business we actually want to build? This little mental checklist has saved us from many shiny object syndrome moments.
When an idea passes the test, that’s when the real fun begins. We bring the whole team into the conversation through detailed briefs and collaborative meetings (because the best execution always comes from multiple perspectives). We set realistic timelines and clear ways to measure success – because there’s nothing worse than working toward a fuzzy goal.
Recently, we used this exact process to completely reimagine our service packages. Instead of just throwing new options at the wall, we thoughtfully designed them around what matters most: effectiveness and true partnership with our clients. Because at the end of the day, bringing ideas to life isn’t just about checking boxes – it’s about creating something that actually makes a difference.
What’s one trend that excites you?
I’m genuinely energized by how social media platforms are evolving to show us content beyond our existing bubble, this charge was led by the Tiktok algorithm. While some might see this as a challenge to reaching their current audience, I see it as a fascinating shift toward genuine discovery and connection.
Think about it – instead of just preaching to the choir, we’re now able to reach people who didn’t even know they needed our perspective. As a data-driven marketer, I’ve watched conversion rates transform when we embrace this trend rather than fight it. It’s pushing us to create content that truly adds value, not just content that plays to an algorithm.
But what really lights me up is the reciprocal nature of this change. While we’re reaching new audiences, we’re also being exposed to fresh ideas and perspectives we might never have discovered otherwise. It’s creating this beautiful cycle of inspiration and growth that benefits everyone.
What is one habit that helps you be productive?
My game-changing productivity habit is what I call “Power Hour” – the first 60 minutes of my workday dedicated to revenue-generating activities before opening any communication apps. No Slack, no email, no social media. Just focused execution on tasks that directly impact our bottom line.
This habit transformed my business because it ensures our most important work gets done before the day’s chaos begins. Instead of starting my morning reacting to others’ needs, I’m proactively moving our biggest priorities forward. Whether it’s refining a client strategy, analyzing campaign data, or developing new service offerings, these distraction-free 60 minutes often accomplish more than three hours of interrupted time later in the day.
The key to making this habit stick was setting clear boundaries with my team and clients. Everyone knows I’m not available first thing in the morning, but they also know they’ll get my best work as a result. It’s amazing how protecting just one hour can shift your entire day from reactive to strategic.
What advice would you give your younger self?
If you have an idea that lights you up, start now. Not when you have the perfect website, not when you’ve mastered every marketing strategy, not when you feel like enough of an “expert” – now.
Here’s what I wish I’d known sooner: that spark of excitement you feel about an idea? It’s worth more than a dozen perfectly polished business plans. While everyone else is overthinking and overplanning, you could be building, learning, and growing through actual experience. Sometimes, the sheer joy of executing an idea is reason enough to pursue it.
The foundation you build doesn’t have to be perfect – it just has to exist. You’ll refine it, strengthen it, and probably completely redesign it as you go. But you can’t improve what you haven’t started. And honestly? That enthusiasm you have right now will carry you through the learning curve better than any amount of preparation ever could.
Tell us something you believe almost nobody agrees with you.
Don’t spend that much on your website and branding when you’re starting out. I know, I know – as a marketing agency owner, this might sound like heresy. But here’s the truth: a beautiful website and perfect brand guidelines won’t drive a single customer through your door.
I’ve watched too many entrepreneurs drain their resources on expensive branding exercises before they’ve even validated their offer or built a marketing strategy. That gorgeous logo and custom font package? They won’t matter if no one sees them. Those perfectly curated brand photos? Worthless without a plan to get them in front of the right people.
What actually drives growth is how you talk about what you do and how you uniquely live your brand in every interaction. Start with the basics – a clear message, a simple website, and most importantly, a solid plan for reaching your audience. Your brand will naturally evolve through your marketing strategy and customer interactions. Partner with someone who can help you build that foundation first, then inv
What is the one thing you repeatedly do and recommend everyone else do?
Celebrate showing up consistently as much as achieving the end goal. While everyone’s focused on big milestones, I’ve learned that the real magic lies in identifying your non-negotiable daily actions and honoring your commitment to them.
For me, this looks like tracking my “showing up” metrics more closely than my revenue goals. I’m measuring 75 days of consistent social media presence, committing to 4x weekly workouts (even if it means reshuffling my calendar), and maintaining my daily gratitude practice. These aren’t just tasks – they’re promises I’m keeping to myself and my business.
Here’s what I recommend: Choose three specific actions that directly connect to your biggest goals, then track and celebrate your consistency in doing them as enthusiastically as you would the end result. That big dream you’re chasing? It’s built on the foundation of showing up repeatedly, even when it feels like nothing’s happening. The consistency itself becomes the victory, and the results naturally follow.
When you feel overwhelmed or unfocused, what do you do?
I’ve learned that overwhelm is usually just clarity in disguise. When my mind feels like a browser with too many tabs open, I reach for my most reliable reset button: the brain dump.
First, I grab a piece of paper and write down everything swirling in my head – tasks, ideas, worries, even that random reminder to buy dog food. Getting it all out of my mind and onto paper immediately reduces the mental static. But the real power move comes next: ruthless prioritization.
From that messy list, I identify what actually needs my attention (spoiler: it’s usually way less than I initially thought). Those essential tasks go straight into my calendar – not just on a to-do list, but actually scheduled with dedicated time blocks for deep focus. Because let’s be honest – if it’s not in my calendar, it’s just a wish.
This simple process transforms that overwhelming fog into a clear action plan, every single time. It’s not about doing more – it’s about getting strategic about what deserves your focus right now.
What is one strategy that has helped you grow your business or advance in your career?
The most transformative strategy in my business has been setting and honoring clear boundaries – with my time, my pricing, and my energy. While it might seem counterintuitive, establishing firm boundaries has actually led to stronger relationships and better results across every metric that matters.
It started with something simple but powerful: setting real office hours and actually sticking to them. No more late-night client calls or weekend email checks. Then came the harder parts – raising our prices, letting go of clients who weren’t aligned with our culture, and having honest conversations about changing expectations.
The impact has been profound. Beyond the typical business metrics, we’ve seen a complete transformation in team satisfaction and client relationships. My team is happier because they have predictable schedules and clear expectations. Our clients are more engaged because they get our best work during our dedicated hours. And personally? I’ve gone from feeling burnt out to being genuinely excited about Monday mornings. I can even take vacations without checking my email – something that seemed impossible a few years ago.
Here’s what surprised me most: when you hold your own boundaries with confidence and transparency, people respect them. Yes, sometimes these conversations are challenging, but I’ve learned that being honest about why we’re making changes actually strengthens relationships rather than damaging them.
For any business owner looking to implement this strategy, start with one non-negotiable boundary – like setting and honoring your office hours. Then, once you see how that positively impacts your business, tackle pricing next. Stop offering discounts and start charging what your time and expertise are truly worth. The clients who value what you do will stay, and the ones who don’t make space for better fits.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
During COVID, I faced every agency owner’s nightmare – losing our largest client who made up over 50% of our monthly recurring revenue. Suddenly, I was staring at our books, trying to decide between making payroll or paying rent on time. It was the kind of moment that makes you question everything about how you’ve built your business.
This wasn’t just a financial crisis – it was a wake-up call about risk management. I had broken one of the fundamental rules of business sustainability: never let a single client become too big of a piece of your revenue pie. While the client relationship was great and the revenue was comfortable, I had created a vulnerability in our business model that I couldn’t see until it broke.
The lesson transformed how we approach growth today. We now have strict guidelines: no single client can make up more than 15% of our revenue. More importantly, we’ve built robust financial safeguards, including a four-month emergency fund. What felt like a devastating failure four years ago has actually become the foundation of our current financial stability and strategic planning.
This experience taught me that sometimes the most painful business lessons create the strongest safety nets. Now, when we onboard large clients, we have clear protocols for how to use and allocate that revenue to protect both our team and our future.
What is one business idea you’re willing to give away to our readers?
top guessing about your marketing performance and create your own simple measurement system. Here’s a practical framework any business owner can implement in a month:
Week 1: Audit your current marketing. List every platform where you’re spending time or money. Now, be honest – do you know exactly what results each one brings? Most business owners are shocked to discover they’re investing in channels without clear evidence of returns.
Week 2: Pick just three metrics that directly impact your bottom line. Forget vanity metrics like follower count. Focus on what matters: Lead quality? Conversion rates? Customer acquisition cost? Choose numbers that connect directly to revenue.
Week 3: Set up basic tracking systems. You don’t need fancy tools – start with a simple spreadsheet. Track your chosen metrics weekly. The goal isn’t perfection; it’s clarity about what’s actually working.
Week 4: Make one data-driven decision. Look at your numbers and change ONE thing about your marketing. Maybe you’ll discover your Instagram efforts bring better leads than LinkedIn, or your email newsletters drive more sales than paid ads.
The beauty of this approach? You’ll stop throwing money at marketing that doesn’t work and start focusing on what does. Plus, you’ll finally have the confidence to say no to marketing tactics that don’t serve your business.
What is one piece of software that helps you be productive? How do you use it?
Asana has become the central nervous system of my business, transforming how we manage everything from daily tasks to long-term vision. While most people think of it as just a project management tool, we’ve turned it into our company’s digital brain.
Here’s how we leverage it: Client requests flow directly into designated project boards, eliminating the chaos of email threads and ensuring nothing falls through the cracks. Our SOPs live there too – not as static documents gathering digital dust, but as living templates we can instantly duplicate and customize. Even our “someday” ideas have a home in what we call our idea vault, where they’re organized and ready for when the time is right.
But the real game-changer? Using Asana as our single source of truth has eliminated the endless “where is that document?” or “what’s the status on this?” questions. Every team member knows exactly where to find what they need, when they need it. It’s like having a virtual operations manager working 24/7 to keep everyone aligned and moving forward.
What is the best $100 you recently spent?
he best money I’ve spent recently was investing $100 per month in personalized training programs for each team member, aligned with their individual strengths and interests. While we pride ourselves on being marketing experts, I’ve learned that even experts need room to grow.
Each team member chose their focus – from advanced SEO techniques to specialized social media advertising – creating a sense of ownership over their professional development. What’s fascinating is how this relatively small investment has created ripple effects throughout our business. Our SEO specialist discovers new optimization strategies that immediately benefit our clients. Our ads expert brings fresh insights to campaign management that boost conversion rates. Our funnel strategist implements cutting-edge techniques we hadn’t considered before.
But the real return on investment goes beyond just skill enhancement. I’ve watched team members light up when sharing their latest learnings in meetings, seen their confidence grow as they master new techniques, and witnessed how this dedication to their growth has strengthened our culture of continuous learning. That $100 per person hasn’t just improved our service delivery – it’s reinforced that we’re a company that invests in our people’s potential.
Do you have a favorite book or podcast from which you’ve received much value?
I’m currently devouring Codie Sanchez’s “Main Street Millionaire,” and it’s completely reshaping how I think about business growth. While I initially picked it up to explore business acquisition (my newest obsession), it’s delivered unexpected value far beyond that initial goal.
The book’s insights about scaling and hiring have transformed how I approach my own agency’s operations. For example, her frameworks for evaluating business health have sparked deeper, more strategic conversations with our clients about their marketing metrics. When we understand the full picture of a business’s financial structure, we can create marketing strategies that actually support sustainable growth, not just flashy metrics.
What’s particularly exciting is how this book sits at the intersection of my current expertise and future dreams. While I’m building my knowledge about acquiring businesses (a whole new world I can’t wait to explore), I’m also discovering fresh perspectives on team building and financial organization that we can implement right now. It’s rare to find a resource that serves both your present and future self so effectively.
What’s a movie or series you recently enjoyed and why?
I recently rediscovered The Challenge on MTV, a show I hadn’t watched in nearly 20 years, and it’s been surprisingly inspiring. While most people might write it off as just another reality TV show, watching these intense physical and mental competitions has actually sparked positive changes in my own life.
The show brilliantly combines physical endurance challenges, strength tests, complex puzzles, and team dynamics – all elements that resonate with both personal growth and business leadership. Seeing contestants navigate these multi-faceted challenges inspired me to shake up my own routine. Now I’m hitting the trails in Cheyenne Cañon for endurance training and incorporating brain teasers into my daily routine to stay mentally sharp.
What I love most is how it demonstrates that success – whether in a competition show or in real life – rarely comes down to just one skill. It’s about building a diverse toolkit and knowing when to use each tool. Plus, sometimes the best motivation comes from the most unexpected places!
Key learnings:
Sustainable growth often requires strategic pauses. Our most transformative year wasn’t when we doubled revenue, but when we focused on strengthening our foundation through better systems, team development, and operational efficiency.
- Clear boundaries create better results. Setting firm guidelines around availability, pricing, and client relationships actually strengthens partnerships and improves outcomes across every metric – from team satisfaction to bottom-line results.
- Never let a single client become more than 15% of your revenue. After losing our largest client during COVID (50% of MRR), we learned the hard way about risk management. Now we maintain strict revenue diversity and a four-month emergency fund as non-negotiables.
- The best growth comes from making existing systems better, not just doing more. Before chasing new marketing channels or launching new services, focus on improving your core metrics and delivery systems. This methodical approach to improvement creates sustainable scale without breaking your operations.
- Consistency in small actions compounds into major achievements. By celebrating daily “showing up” metrics as much as big wins, we’ve created sustainable growth patterns that actually stick. Success isn’t about occasional heroic efforts – it’s about honoring your commitments to the small things that matter most.