Alex Makowski: How He Can Build Authority as a Lead Generation Expert

Alex Makowski, the founder of Infinite Bookings, has been progressing in the B2B lead generation space. However, as with any entrepreneur trying to stand out, the key to his continued success is building trust and authority. I spoke with Alex about how he can use the Lighthouse Model to become a leader in his field.

Alex first reached out to me through a cold Twitter message. But it wasn’t just any generic outreach—he sent me a personalized four-minute video that got my attention right away.

Honestly, I expected a standard, AI-made video that I would ignore. Instead, Alex’s thoughtful approach made him stand out and led to a great conversation. This shows how important it is to make an effort and personalize your outreach.

This isn’t just about having technical skills. It’s about creating real connections with respected industry leaders—the lighthouse—and using their reputation to guide your growth. Here’s how Alex can take the next step in his journey to success in lead generation.

The Lighthouse Model: A Simple Way to Build Authority

The Lighthouse Model is an easy-to-understand but powerful idea. It involves working with well-known leaders who already have respect in their industries. By partnering with these lighthouses, you can gain trust and build your own credibility.

Alex and I talked about how this model could improve his approach to lead generation. For example, Alex Makowski knows industry leaders like Alex Berman, also known as the “Cold Email King.” By creating content together, like podcasts or videos, Alex can show his expertise to a wider audience.

One of the most successful examples of the Lighthouse Model is Roger Wakefield, a $45-million plumbing business owner and industry expert. Roger is widely recognized not just for his business success but also for his ability to educate and inspire others in his industry.

Roger and I worked together to develop tools that could assess and grade plumbers’ marketing performance. This tool, powered by automation and AI, helps plumbers understand how their online presence stacks up against competitors.

For example, the tool might reveal that a plumber isn’t ranking on Google because they haven’t chosen the right categories in their Google My Business profile or that their website loads too slowly. By providing this tailored analysis for free, Roger delivers value upfront, establishing himself as a trusted authority.

This approach can be applied to any industry. Alex could create similar tools or systems for lead generation, helping businesses see where they stand and how they can improve. Instead of cold pitches, offering this kind of detailed, actionable information builds trust and positions Alex as an expert.

Personal Branding: Alex Makowski’s First Step to Being Found Online

Building authority starts with being visible online. The question every entrepreneur should ask is, “Can people find me on Google?” When someone searches your name, what do they find? If the answer is “not much,” you need to improve your online presence.

During our discussion, I reviewed Alex’s website and YouTube channel. What I found was that while his content was good, it lacked a personal connection. For example, his YouTube videos were mostly faceless, relying on voiceovers and animations. While informative, they didn’t help viewers connect with Alex Makowski as a person. My suggestion? Start appearing in the videos yourself. Speak directly to the audience, share your experiences, and show your personality. This simple change can build trust and make Alex’s content more engaging.

On his website, I noticed there wasn’t much information about Alex’s background or achievements. Adding a detailed “About Me” section, testimonials from clients, and case studies could make a huge difference. These elements would not only showcase his expertise but also provide proof of his success.

Another important aspect of personal branding is achieving a Google Knowledge Panel. When I searched for Alex’s name, I noticed several other “Alex Makowskis” appearing in the results, making it unclear which one was him.

A Knowledge Panel consolidates your online presence into a verified, authoritative profile, giving you more credibility. To achieve this, Alex should focus on creating more content under his name, securing mentions in reputable sources, and interlinking his profiles and websites.

When potential clients Google his name, the Knowledge Panel will instantly highlight him as a leader in his field.

Adding Value First: The Pre-Scoring Strategy

One great idea we discussed was pre-scoring potential clients. Think of it like a report card. By checking a business’s online presence—like their Google My Business profile or website—you can show them what’s working and what needs fixing.

For example, Roger Wakefield and I have shown how powerful this approach can be in the plumbing industry.

Roger and I worked together to develop AI-powered tools to analyze and pre-score plumbing businesses, identifying specific areas where they can improve, such as their Google My Business categories, website speed, and customer reviews.

This approach helps plumbers see exactly what’s working and what’s not, like missing service offerings or negative reviews that hurt their rankings. By offering this tailored analysis upfront, we demonstrate our expertise and build trust without needing to pitch aggressively.

When Alex Makowski asked how he could target different industries, I explained that the same principles apply universally. Whether it’s plumbers, pest control companies, or marketing agencies, every business appreciates personalized, actionable insights.

Using Stories to Build Real Connections

During our chat, Alex mentioned that he forgot that our meeting was on Zoom because he usually uses Google Meet. That small moment made him relatable and real. Sharing these kinds of stories can make a big impact.

For example, I recalled a time when Alex Berman and I worked together to promote his book in India. We took selfies in front of the Eiffel Tower sculpture made of trash, capturing both the humor and the unexpected creativity we bring to our projects.

Another memorable moment was at the Cosmopolitan Hotel’s penthouse suite in Las Vegas. Amid the luxury, we discussed how to make marketing strategies accessible to small businesses, breaking down big ideas into easy steps. These stories show that even high-level professionals can share lighthearted, inspiring moments that connect with others.

How Alex Makowski Can Start Using the Lighthouse Model

1. Work With Key Industry Leaders: Partner with people like Alex Berman or Daniel Fazio. Create podcasts or videos that share their knowledge.
2. Make Sure People Can Find You Online: Build a strong online presence with a professional website, videos, and blog posts.
3. Offer Pre-Scored Reports: Check potential clients’ online profiles and give them helpful feedback as part of your first interaction.
4. Share Real Stories: Use your own experiences to connect with your audience. Talk about your challenges, successes, and lessons learned.
5. Repurpose Your Content: Turn one piece of content into blogs, videos, social media posts, and more to reach as many people as possible.

Key Takeaways

The Lighthouse Model is a simple but effective way to build trust and authority. By working with respected leaders, creating helpful content, and improving his online presence, Alex can become a leader in B2B lead generation.

During our talk, Alex Makowski saw how important it is to learn, take action, and share his knowledge. By following these steps, he’s not just building his brand—he’s creating a strong foundation for long-term success. As I told Alex, “If you build your brand first, you’ll naturally attract clients and opportunities.”

Want to learn more about personal branding? Check our step-by-step course.