When I have the privilege of meeting other agency owners one of the first questions I am often asked is, "How did you manage to grow so fast so quickly?" Achieving HubSpot Diamond Partner in 10 mths and growing our revenue 10x over in 3 years was no easy feat. But the thing is it's possible for any other agency - the secret sauce is really simple -specialize. Don't try to go after everything on the table but be willing to leave some things behind and pursue your true north.

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HOW SPECIALIZATION HELPED US
GROW 10X IN 3 YEARS
Perry Nalevka
Penguin Strategies

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A little about
me
• 20 years working with Startups
• Started as a coder
• Last job was VP BusDev &
Marketing
• Started Penguin by mistake
• Start-up Mentor/Advisor

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1. Background
2. How Specialization Fuels Growth
3. Picking a Specialization
4. The Glass Ceiling
5. SALES TIP!
AGENDA

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Background
1

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Imagine you’re a technology
company and I deliver the
following pitch

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We build
marketing
growth
machines
for B2B
Tech companies
Our Elevator Pitch

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Penguin Strategies
The B2B Tech Marketing Agency
• Lead by B2B tech veterans so we
hit the ground running
• Sales and marketing specialists for
B2B Tech Companies
• Offices in the Boston & Ra'anana
• Clients in the US, Europe and Israel

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Our Clients are B2B Tech companies in the
fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMMUNICATION
S

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Our Clients are B2B Tech companies in the
fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMUNICATIONS

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Our Clients are B2B Tech companies in the
fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMMUNICATIONS

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Our Clients are B2B Tech companies in the
fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMUNICATIONS

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Our Clients are B2B Tech companies in the
fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMMUNICATION
S

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Our Clients are B2B Tech companies in the
fields of:
CYBER
SECURITY
ANALYTICS BIG DATA IT TELECOMMUNICATION
S

14. The B2B Tech
CMO’S TOP CHALLENGES
Set strategy
Sales and
marketing
alignment
Execution of
marketing tactics
Account Based
Marketing
Brand building
Marketing stack/
Tech management
Marketing
Analytics

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19 Months to
DiamondD O N ’ T T R Y T H I S A T H O M E

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1. Penguin’s journey
1/2014
•Founded
•HC – 2.5
2014
•HC: 6
•Rev: $315K
2015
•HC: 10
•Rev: 800K
2016
•HC: 18
•Rev: $1.6M
2017
•HC: 25
•Rev: $2.1M
2018 Goal
• HC: 28
• Rev: $2.8M

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Why are you
afraid to
specialize?

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How Specialization
Fuels Growth2

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Finding and retaining the right people
Competition
Keeping up with the market
Increasing Sales
Profitability
1. The Challenges of Growth

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1. Finding and retaining the right people
Integrator &
CEO
Finance &
Ops (2)
Finance
HR
IT
Service
Delivery
5 Designers
2 Developers
4 MCs
2 Content
Account
Management
3 Strategists
4 SMCs
Sales &
Marketing
1 SDR
1 MC

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1. Customer Engagement that works
Customer
Marketing
Strategist
Creative
Director
Content Editor
Marketing
Coordinator
Account
Manager

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Competition

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1. You don’t need to be the best at everything only the services that
are a priority to your niche
2. Examples from my Niche:
• SEO is more important than PPC
• Social Media: More LinkedIn less Facebook
• Technical Content for IT Persona
• Analytics! They love Data and their systems (Databox)
1. Keeping up with the market

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1. Clarity of whom to target is more efficient
2. Easier to find your uniques and guarantee
3. The biggest question I’ve seen asked by prospects is:
4. “Do you have experience in my industry”
5. “Do you have experience with companies like mine”
6. “We are unique can you handle it?”
1. Increasing Sales

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• You’re not competing anymore so increase prices
• Tailor your services to benefit your customer and your
bottom line.
• Allows for value based pricing
• Reuse processes that work and increase efficiencies
• Ramp-up time is shorter (new customers and employees)
1. Profitability

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1. Increases profit
2. Lowers Employee & Customer Churn
3. Shortens the sales cycle
4. Faster growth
5. Scaling becomes manageable
1. The Benefits of Specialization

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1. Lower profitability
2. Employee & Customer Churn
1. What happened when we broke our rule

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1. Customize our Business Model – We use a credit system

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Picking a
Specialization3

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1. Where did you come from?
2. Are most of your customers from a specific domain?
3. Can we specialize in 2 domains?
1. How we picked our specialization

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The Glass Ceiling
4

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Everyone
needs help
Breaking
through
the glass
ceiling

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Sales Tips
5
Drive relevant views to your
most important landing page

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Specialization
Persona

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Marketers
from
technology
companies

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THANK YOU