This interview was originally posted on klemchuk.com.

This week we are talking with Jennifer Green-Moneta, Executive Vice President and Managing Partner of Burns360, an integrated digital marketing and PR agency with a special focus on business-to-business (B2B) companies. Jennifer brings more than 25 years in media relations, marketing communications, and event planning to her position with Burns360. She has planned and managed programs to support product rollouts, market launches, corporate acquisitions/mergers, brand strategies, and more. Her expertise spans a number of industries including real estate, manufacturing, financial services, transportation, facility management, and home furnishings.

1. Burns360 changed its name from Michael A. Burns & Associates. What factors went into the decision to rebrand?
The decision to rebrand our Dallas-based PR agency completes a three-year process of restructuring the firm beyond traditional media relations into an integrated communications company. Besides its core PR services, the agency has expanded its digital marketing, social media, content marketing and SEO capabilities – now offering a “360 degree” approach to marketing and communications – basically the full array of communication services.

The idea is also that communications have come full circle, and no longer operates in isolation of other business units. It is a necessary and integrated component of any successful company today.

2. A professional service firm is a tough business model, particularly when you mix in creative. How does your firm’s culture solve those challenges?
Managing a successful professional services firm is a challenge that requires a careful balance between structure and autonomy, as well as a unique leadership style. Business owners for communications and creative firms especially have the challenge of managing an organization of very smart, highly autonomous professionals, with oftentimes “quirky” and creative mindsets. Creating a culture that empowers creativity must also be balanced with a structure that is designed to drive results and ROI for our customers. Managing a marketing firm is certainly not for the faint of heart!

3. Does Burns360 have anything new on the horizon?
Video will be a bigger strategy for us in the near future. We already have that capability in house, but we will be able to build that department further and bring additional resources to the offering.

We also see our digital capabilities only growing, as that space is dynamically changing at such a rapid pace. The digital discipline gives us the ability to analyze and truly quantify what is working and what is not, as well as the stats we need to evaluate which messages and channels resonate with customers.

4. Tell us about some of the firm’s most rewarding work.
Our most rewarding work is when we are able to be a part of the management team and help guide the marketing decisions from the beginning. This is also the most successful structure, as it allows us to better drive initiatives that support business goals. Treating marketing as an after-thought or add-on expense is never successful.

We have also loved working for companies undergoing a business re-brand, or looking to penetrate new target markets. This takes some deep level research into the new markets, and a better understanding of how those potential customers buy and where they get their information.

Today, customers / buyers are more sophisticated than ever, and in fact, we know that buyers are already 60% of the way through the buying journey before they ever contact a supplier. For this reason, any successful sales initiative must start with a buyer-centric approach that understands their business pain points, how and why they buy, and the kind of content that resonates with them during that buying journey.

5. What strategy can you advise #mompreneurs to balance work and home?
Achieving work-life balance as a #mompreneur is a delicate thing, and honestly this must be tweaked every day! That means sometimes you have to commit more time to work, punching in again after the kids are in bed. Other days, you have to be the mom who goes your kid’s school assembly or soccer practice.

You also have to create a list that prioritizes what has to get done on the work and home front, and then label those items appropriately. The “must-do” items are those that can’t be negotiated, while the “would like to” items have some wiggle room.

But to really do this successfully, you have to love what you do, and enjoy your profession, or that balance can easily over tip in one direction.

6. What piece of advice would you give to an entrepreneur starting their own business?
First – love what you do! Otherwise, the worry and sacrifices that come from running a business won’t seem worth it. Secondly, bring in a mentor(s) who can help guide you in areas you aren’t A+ in. If you have a head for numbers, bring in a marketing brain that lets you think outside the box. If you are a design or creative guru, work with an operations expert that can keep your business structured and on track for future growth.

7. What’s your “one thing” that most drives your professional success?
I’m a great listener – both personally and professionally, and I think this has made a big difference in my business success. I learned personally that if you can get people talking about themselves, they find they really enjoy your company and enjoy their experience with you. I think this is very true in business too, and listening to your customers carefully gives you insights into what really matters to them, and what it takes to make them happy.