Scott Gelber’s Post

6 months ago, I decided to pivot my agency. Here’s the story behind why we now focus on Google Ads. We started as a full-service demand generation for B2B SaaS. This included anything under the sun of demand gen: • ABM • Paid ads • Email marketing • Writing sales sequences    We’d recommend which strategies made the most sense and execute. This strategy worked well while we were small. But when we started to scale, we ran into issues. • Each engagement was completely different. • The chance of success was a complete toss-up • It was impossible to train our team on each client scenario Something was off, and we needed to simplify. I decided to look back at our results and see what generated pipeline for our clients. And the results shocked me... 90% of the pipeline we generated for clients came from Google Ads. We spent 80% of our time testing different campaigns and channels. But only one channel was generating all the results. Making this pivot was not easy, but it was the right decision. Now we’re able to offer a service that consistently delivers results with a better ROI for our clients. Not just staying busy for clients. The learning for me was to double down on the work that’s providing the most value. It's not only helping us deliver better results. But it's more enjoyable as well. What's your biggest learning in your business this year? Let me know in the comments.