Strategic Pivot for a B2B Marketing Agency
My relationship with PMG dates back to 2007 when I joined the then 4-year-old marketing agency as an Account Manager dedicated to the Microsoft Windows Mobile business. Founded by two former AT&T wireless veterans, PMG’s genesis was as a channel marketing agency focused on helping handset manufacturers achieve featured placement in wireless retail stores.
At the end of 2016, the company invited me back. The industry had changed, and their business needed to as well. They wanted a new story and strategy to position themselves for success in a converging landscape at the intersection of tech, telecom, and SaaS.
Aligning the organization around changing market needs
I began the process of rebranding PMG as a B2B content marketing, digital, and demand generation agency—creating messaging, marketing content, and sales materials around the company’s new services and value proposition. As part of the process, I worked with the PMG team to evolve the organization’s visual brand identity and expression.
Delivering new services to quickly grow profits by 10x
We launched an expansion strategy within the existing base with that foundation, adding new hires organically as our business grew. In year 1, we increased gross profit within our top account by 2x. In year 2, gross profit reached 10x, as we delivered new services, including messaging, content, social, and more.
Concurrently, we began aggressively mining professional relationships and pitching business to prospects with the support of our newly created Demand Generation Center of Excellence (CoE). We launched the company’s first internal cross-channel campaigns, touting our B2B talent; tech, telecom, and SaaS subject matter expertise, and creative capabilities.
Bringing on top-tier talent to serve Fortune 50 clients
Within 1-year, we added three key hires to the then 6-person agency, quadrupling revenues and scaling as we landed new projects and clients. Within 2 years, we had expanded to 13 employees and had built a robust portfolio of work in our redefined wheelhouse. More importantly, net profit increased exponentially by more than 750%.
Today, PMG is a thriving agency with more than 25 employees and marquis clients, including a Fortune 50 silicon chip manufacturer, the most prominent social media company globally, a Tier 1 global telecom organization, and other leaders in technology, telecom, and software. I continue to work with PMG, partnering with leadership on critical programs and projects and providing flexible support for the company’s stellar content marketing team.
