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case study
White Label SEO Agency Achieves Exponential ROI from One-Day Whiteboarding Session
Challenge:
After experiencing a sudden loss of clients, Advirtis sought advice on managing its client lifecycle and assessing business risks, among other things.
Solution:
Advirtis hired FullON Strategy founder Seth Temko to conduct a whiteboard session with company executives.
FullON Services:
One-day whiteboard session.
Results:
ROI measuring in the hundreds of thousands of dollars
Advirtis Quick Facts
- 168 agencies across the US rely on Advirtis white label SEO & Marketing services
- On a growth trajectory, adding 8+ FTEs and 8+ contractors during 2024
- Generated over $400 million in revenue for its partners and their clients combined
- Acquired White Label Tools in December 2024
- Awarded by Design Rush as a Top SEO company and Top Google Ads company in 2022 from Design Rush
Situation
Ozzy Garner and Zach Conover, two ambitious, highly entrepreneurial young men, became business partners when they discovered an opportunity to be prime movers in the white label SEO and digital ad management agency space.
Advirtis currently serves as the white label SEO digital ad agency for 168 marketing agencies in the US, having generated over $400 million in revenue for its partners and their clients combined. The company has won awards for its SEO and Digital Ads business. Advirtis has added a fractional marketing service line to help agency partners scale their teams across SEO, paid ads, and web design and dev services. Services include educating agency partner clients, selling, fulfillment, retention and customer service.
By late 2022, the company had achieved a high degree of success, having scaled up to mid-five figures in MRR. In January 2023, however, the company suddenly and unexpectedly lost 30% of its revenue within a week’s time.
“It was scary,” said Garner. “We had a lot of things in place intended to support our success and future growth including staff recruitment. The sudden downturn really rocked us as a business and me as a leader. I hated the thought of going from hiring to layoffs, and yet that’s where we found ourselves.”
In March 2023, Garner and Conover decided they needed to seek perspective from an outside mentor.
Solution
The two entrepreneurs reached out to Seth Temko of FullON Strategy. The trio spent a day whiteboarding various aspects of the Advirtis business.
During the session, Temko led the pair through analyzing Advirtis’s go-to-market strategy from a client life cycle perspective (from sales prospect to client end of life). This helped clarify lifetime value, ratios and revenues.
During the session, Garner and Conover identified six critical issues they needed to clear up that were stunting growth, including conversion ratio and client longevity.
Prior to the meeting, Temko had assigned pre-work that prepared the business leaders for the day of discussions. “Our conversation with Seth and the recommended reading sparked big conversations,” said Garner, “conversations that extended long after our whiteboard session and that continue to inform our strategy and buoy our success today.”
Benefits
The pair left with tactics to apply to their current business as well as ideas and action items for diversifying into new business lines that the two entrepreneurs have been pursuing.
“Now, we're a seven-figure business. We're doing great. By the end of 2024, we'll have about eight to ten W-2 employees and around twelve contractors,” said Garner. “We’re better monetizing our business thanks to Seth’s advice. We already look forward to next year’s whiteboard session.”
Focus on Key Metrics; New Perspective on Risk
The whiteboard session cemented in Conover’s and Garner’s minds the importance of measuring and focusing on customer lifetime value. It also changed how they view and approach risk. For example, the company now brings on new talent as contractors. If things work out, they make an offer to hire this talent as W-2 employees. “This protects not only the business but the culture,” said Garner.
The engagement with FullON also underscored for Garner and Conover the value of mentorship. “We have a number of other mentors but Seth specifically taught me a lot about leaning on a mentor. We weren’t measuring several of the metrics that we should be measuring every day in the business. Our conversation really set us up for a lot of success.”
ROI Measured in Hundreds of Thousands
“The investment in a single whiteboard session is netting us hundreds of thousands of dollars in return on investment (ROI),” said Garner. “But the reality is that we don’t yet know the full ROI because we’re so early in the process of implementing Seth’s recommendations.”
Advirtis is in the process of absorbing a newly acquired company. The acquisition was underway when the pair had their whiteboard session. “The conversation with Seth was incredibly timely. It helped us identify potential pitfalls, red flags, and risk factors. We expect we’ll be able to better zero in on success factors as we assimilate this new company.”
In addition, the evaluation and advice that occurred during the whiteboard session is now informing the implementation of processes that will help the company scale and grow more steadily and evenly.
Wisdom Informs Business Strategy
“We’re accustomed to being the ones advising companies on their strategies, so we understand the value of a consultative approach. What makes Seth stand out in our minds is his wisdom gained from his extensive professional experience,” said Garner. “He is a serial entrepreneur and has served in senior leadership positions inside small, privately held startups and at public companies. He built a franchise system, launched two companies based on inventions, and the list goes on.”
This broad experience revealed its value during the whiteboard session. “When we outlined our sales processes and business details on the Whiteboard, Seth very adeptly helped us break it down with us in real time and ask us penetrating questions that we weren't even thinking of,” said Garner. His wisdom really helped us see things from a different perspective. Plus, he genuinely cares. Months later, he still checks in occasionally to see how we’re doing. I’ve never experienced that with any other consultant.”
A whiteboard strategy session like the one Advirtis underwent with FullON Strategy has the potential to not only improve the bottom line but also affect other aspects of a business and its long-term success including organizational structure, company culture, and more.
“As CEO, I’m often focused on the future,” explained Garner, “whereas Zach, who manages operations, is focused on day-to-day. Our session with Seth pulled each of us out of our element and pushed us to see fresh and different perspectives on our company. Because Seth helped us zero in on what’s most important, our whiteboard session is already making us - and our business - better.”
“I would definitely highly recommend FullON Strategy and I would say to any business owner or leader: do not hesitate to spend a day with Seth assessing your business because it's an investment that will pay big dividends in the months and years to come,” said Garner. “Seth and his team at FullON Strategy do a really great job of zeroing in on what’s most important - what will bring the greatest return and results.”
About Advirtis
Advirtis is a white label PPC, SEO, Web Design agency serving other marketing agencies, consultants, freelancers, and creatives to bring exceptional advertising and digital marketing campaigns to their clients under their brand. We become a silent extension of your team as we work together in a true partnership. With Advirtis, you are adding more people to your team without the overhead. Click Here to learn more about Advirtis.
About FullON Strategy
FullON provides B2B consulting services for go-to-market strategy, product marketing and marketing augmentation services, as well as planning and tactical execution to drive revenue growth for a range of companies including those that are startups and/or VC-backed, public or privately held, and mature, large corporations. Click Here to learn more about FullON Strategy,
