Simplifying Marketing Messages and Separating Identity from Business

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Do you have the right team in place to remove yourself from fulfillment and sales? What about a partner that may no longer be aligned with the agency’s vision or culture? Today’s featured guest figured out a perfect niche for his abilities in data analytics and went on to create his agency. Along the road, he was met with unexpected challenges, like finding out the right employees are not necessarily the ones with the most expertise, ending partnerships that turned out to be fundamentally misaligned, and the best way to ensure he’s always working with his ideal audience. Learn about the lessons he’s learned with each bump on the road, and the most important lesson about losing clients to a price increase.

Jacob Baadsgaard is the founder of Disruptive Advertising, a performance marketing agency that only works with selected brands to create game-changing magic and help them reach their goals, make a positive impact on the world, and claim the leading edge in their industries.

With over 13 years in the industry, Jake discusses his journey into digital marketing, how he tested his business model leveraging data to benefit smaller businesses, setting up the mechanisms for an amicable partner split, and how he narrowed down the ideal audience his team needed to focus on to improve client relationships.

In this episode, we’ll discuss:

• How to make a drama-free partner split.

• Hiring for the needs of the agency as it grows.

• 3 key questions to assess lead viability. 

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Sponsors and Resources

E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.

Finding a Gap and Turning Expertise into an Agency

Armed with a degree in information systems, Jake started his career by helping large corporations analyze and integrate their backend customer data, identifying the effectiveness of their paid advertising efforts. Jacob recognized that even industry giants struggled with data integration and saw an opportunity to build a freelance career offering this specialized expertise. Later he expanded offering beyond large corporations by helping small businesses as well.

As much as he liked data, implementing it was where the money and the opportunities are at. This is how he went from just analyzing datas to helping clients develop smarter marketing strategies. He shows his clients they don’t need to outspend their competition, just outsmart them by spending where it matters most.

Re-Negotiating Price Based on Value

Jacob started offering his services for free to test whether or not his methods could really help grow a business. Once he had clear evidence of his value, the experiment was over and it was time for a structured pricing model, initially charging $2,000 per month and later increasing to $5,000.

However, as he was managing marketing budgets worth hundreds of thousands of dollars per month he realized his rates were still a bargain for these companies. Once he brought up the subject of renegotiating his rate, he faced resistance. Rather than compromise his worth, he held firm at the risk of losing clients by maintaining what he knew was his value. Some clients did go to other agencies, and after realizing how much the work was actually worth, came back willing to work out a new deal with him.

Early Planning for a Partner Split Saves Headaches Later

Jacob realized he needed help on with fulfillment if he wanted to grow. However, he struggled to find the right talent. Initially, he hired his high school best friend, which could have gone sideways in many ways, but thankfully proved to be an effective working relationship.

On the other hand, he had a different experience with his first partner. Lacking confidence in his independent capabilities, he initially sought a partner to help launch the business. Within months, it became clear the partnership was fundamentally misaligned. One of the biggest lessons for him was that he should’ve trusted his own ability to start the business by himself, rather than getting into a partnership he wasn’t 100% sure of.

Fortunately, Jacob had taken the step to work with an attorney who helped him place a clear exit strategy in case things didn’t work out. The pre-agreed terms allowed each partner to retain clients they had originally brought to the business. Thanks to this foresight, the already emotional process of splitting up a partnership ended up not being a logistical nightmare.

Hiring for the Needs of the Agency as it Grows

For any agency owner, the entrepreneurial journey is marked by distinct "no-man's land" moments that challenge their agency's development. For Jacob, the first one he recalls was growing beyond himself, which he solved by hiring three or four people to help him execute contracts and get to a couple million dollars in revenue.

The next hurdle had to do with sales leadership, as he felt the weight handling that part of the business all by himself. While his team had mastered contract execution, Jacob recognized the need to remove himself from the sales process to continue scaling. Initially, he made some expensive hires based on expertise. However, it didn’t yield the results he expected.

The new hires brought with them established methodologies and approaches that may have worked in different contexts but did not align with his agency’s unique needs and culture. In fact, what really worked later on was hiring a young and hungry sales person without a lot of experience but was eager to learn and take things off his plate.

3 Key Questions to Assess Lead Viability

The next challenge Jacob overcame was figuring out his target audience. Without this, his agency was churning as many clients as they were selling on a monthly basis.

As he recalls, the agency’s experiences with proof-of-concept clients often led to a high rate of employee dissatisfaction and operational headaches. These clients, while potentially promising, frequently lacked the financial stability and established business models necessary for a fruitful partnership.

Ultimately, this led the agency to reassess its client selection criteria and better define their target by training the team to ask three important questions when assessing a lead:

1. Are they viable? What is the revenue threshold that makes this company able to afford you? For Jake’s agency, it was three to five million in revenue.

2. Are they win-win minded? Meaning, do they only care about making money or have they shown they also care about their customers and employees?

3. Can you show results in 6 months? Jacob knows its important to be impactful right away. For that reason, he asks himself if the team will be able to make a substantial improvement to the prospect’s business in the first 6 months working together.

If the answer to each of these questions is yes, then it’s right for a successful relationship.

Keep the Message Simple When Marketing Your Agency

There’s a tendency for marketers to complicate their messaging, often in an attempt to convey too much information at once. This approach can confuse potential clients and dilute the core message that needs to be communicated. The point of effective marketing is to attract attention and guide the audience through a clear and structured journey. Jason urges agency owners to have this in mind when doing their own marketing, since this emotional connection can cloud judgment, making it difficult for entrepreneurs to view their marketing strategies objectively.

This mindset shift will be especially necessary when you’re thinking about selling your business, which many business owners can see as selling a part of themselves. Instead of equating your identity with the business, detach your self-worth from their business roles so you can make more rational decisions regarding marketing and business operations that will ultimately lead to better outcomes.

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