When Jon started Invoke Marketing, a scrappy startup agency, he made things up as he went. As the company pivoted and grew, his clients also pivoted and grew, and agency and client interests diverged. Jon, in his eagerness to help, also took on too many clients who were poor fits.
Jon’s intense drive for growth and eagerness to help led him to take on clients that didn’t fit the services Invoke wanted to provide. Pushing too hard too fast led to making mistakes fast, and then moving on too fast to learn from those mistakes. Jon warns that agencies need to be careful about their growth rate and about making sure that they select clients who need the services their agency wants to sell.
When relationships were no longer mutually beneficial, some clients left, and Invoke found it needed to release others. That resolved the immediate “poor fit” problem, but financially? The company either had to reinvent itself fast . . . or “join forces” with another agency.
Invoke was a Hubspot Gold Partner. Surely, among Hubspot’s 4,000 partner agencies, Invoke could find another agency interested in a synergistic partnership. In his research, Jon was aware that he wanted to find an agency that would be good for his clients and one that kept him employed. Invoke’s assets included a great client base, Hubspot implementation experience, Jon’s ability to grow an agency (to 7 employees in 3 years), his leadership skills, and his passion for sales. (He notes that he understands marketing, but he is good at sales.)
Some of the 9 interested agencies wanted only part of what Invoke had to offer. The initial search to signing on as a partner with Tank New Media took a quick 4 months. Jon and one other employee remain anchored in Lancaster, the other 7 members of Tank New Media are located in Kansas City. (Jon says that Thad and Krista, at Tank New Media, Kansas City are “phenomenal marketers,” but don’t enjoy sales.)
Tank New Media focuses on brand experience, creating healthy partnerships with its clients, collaborating to develop the right strategies, the right solutions, the right tactics and building a cohesive experience across the entire relationship lifecycle. Proof that it excels in building relationships? Tank typically retains clients for about 4 years, a long time in the marketing world.
Jon has three roles with Tank: 1) new business development (selling), 2) working with client sales teams to facilitate sales (which includes a sales-aligned CRM system), 3) growth-focused leadership.
The “Why?” at Tank? Creating a great experience for customers, employees, and customers’ customers. Jon warns that customer relationships are important, but, even as an agency takes care of its customers, it also has to take care of itself. Overzealous attempts to keep customers happy can destroy companies. A company has to survive to be able to continue to support its customers.
Jon can be contacted LinkedIn, on Twitter, but probably most easily by email at firstname.lastname@example.org.