Welcome to the Agency Health Podcast, where we dig deeper into key agency topics – the what, why, and how – mining actionable insights to help build a better firm.
On this episode I’m joined by Aviral Mittal, Director of Marketing for rtCamp, an enterprise WordPress agency with clients like Penske Media, Aljazeera, and Cox Automotive. Avi is a college dropout who started his career in the non profit sector, moved to hospitality, and then embraced entrepreneurship starting his own events company, and now finds himself in tech.
Key Insights:
- Bias toward going live. Publish earlier to engage the market, learn faster, and build momentum; polish iteratively. (3:25)
- Recruit internally for marketing. Recruiting internal experts helps convert relevant experience into credible marketing. It can be easier to teach marketing than your unique expertise. (8:55)
- Lead with demonstrated expertise. Long-form guides and tangible demos make pre-sales conversations easier, establish expertise, and create goodwill when shared generously. (10:40)
- Divide and conquer. Content development often works best when marketing gives context (audience, voice, style, purpose), experts guide substance (outline, review/feedback), and writers draft the piece (13:50)
- Onboard with intensity; decide fit quickly. Start new hires right away on real work that gets published, and meet with them daily to understand what they’re doing; assess the match in weeks (not months) to respect both the person and the team. (17:40)
- Use content to project value outward. In-depth pieces that generously share expertise show up naturally in search and AI, support pre-sales, and underpin broader thought leadership efforts across the team. (20:10)
- Opportunity-based marketing. Use first-party data and CDPs to identify engaged accounts, segment precisely (exclusion rules matter), and tailor outreach by buyer-journey stage. (23:25)
- Use events for relationship nurturing. Favor smaller, curated events; do the pre-work, personalize outreach, and follow up promptly to extend conversations. (30:40)
- Choose a high-agency marketing leader. Give room (and expect them) to set strategy, define success, communicate progress, and align with sales as one demand team. (34:56)
References:
Don’t miss our next episode: a conversation on the future of agency new business with the founder of a 300-person agency and the CEO of a firm that has specialized in agency marketing for decades.
Are you facing a challenge with new business in your agency or would you like a sounding board for an aspect of your new business strategy? Book 15 minutes with me to talk about it. I’d be happy to be a thinking partner.
If you have questions or comments about this episode, a topic you’d like covered, or an agency owner or relevant expert we should invite as a guest, we’d like to hear from you! Email podcast@agency.partners
If you have questions or comments about this episode, a topic you’d like covered, or an agency owner or relevant expert we should invite as a guest, we’d like to hear from you! Email podcast@agency.partners
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