1.
OUR CULTURE
The Will Marlow Agency

2.
Data-Driven Marketing
The Will Marlow Agency
A culture is a set of shared values,
behaviors, and ideals.

3.
Data-Driven Marketing
The Will Marlow Agency
Why does culture matter?

4.
Data-Driven Marketing
The Will Marlow Agency
By promoting a meaningful
company culture, we will have an
easier time knowing if you will enjoy
working with us.

5.
Data-Driven Marketing
The Will Marlow Agency
By articulating our culture, we give
ourselves a roadmap to help make better
decisions.

6.
Data-Driven Marketing
The Will Marlow Agency
Finally, a great company culture is our way
of making a place that we all can enjoy
together.

7.
Data-Driven Marketing
The Will Marlow Agency
By understanding our culture, you’ll have an easier time
thinking about the statements below:
1. If the answer isn’t hell yes, it should be no.
2. Clausewitz’s 1st principle: “Act with the utmost
concentration.”
3. Unhappiness is caused chiefly by an excessive focus on
self.
4. The little things are the big things.

8.
Data-Driven Marketing
The Will Marlow Agency
Why is culture extra important for
marketing agencies like us?

9.
Data-Driven Marketing
The Will Marlow Agency
Because we are a people business.

10.
Data-Driven Marketing
The Will Marlow Agency
A product company invests more in
product than in people.
An agency like us invests more in people
than in product.

11.
Data-Driven Marketing
The Will Marlow Agency
Put another way, we are a human
capital company.

12.
Data-Driven Marketing
The Will Marlow Agency
Agency = People > Product

13.
Data-Driven Marketing
The Will Marlow Agency
Since we are a human capital
business, hiring towards our
culture is a key part of our
growth strategy.

14.
Data-Driven Marketing
The Will Marlow Agency
“A bad plan is better than no plan”
-Gary Kasparov
Chess Grandmaster

15.
Data-Driven Marketing
The Will Marlow Agency
But let’s think about it another way.

16.
Data-Driven Marketing
The Will Marlow Agency
What does an agency do?

17.
Data-Driven Marketing
The Will Marlow Agency
What does an agency do?
An agency solves problems.

18.
Data-Driven Marketing
The Will Marlow Agency
And a data-driven agency like we are
eliminates uncertainty for our clients.

19.
Data-Driven Marketing
The Will Marlow Agency
The Will Marlow Agency aims to be the
world’s leading expert in a highly confusing
field: data-driven inbound marketing.

20.
Data-Driven Marketing
The Will Marlow Agency
We do two specific things:
(1) manage digital campaigns
(2) train other agencies.

21.
Data-Driven Marketing
The Will Marlow Agency
Our job is:
To help our clients grow.

22.
Data-Driven Marketing
The Will Marlow Agency
Our mission is:
To make our clients feel like geniuses.

23.
Data-Driven Marketing
The Will Marlow Agency
“Every day, it’s your flat-out responsibility to make
your boss look good. You have to make him or her
smarter…all the time.”
-Jack Welch
CEO, GE

24.
Data-Driven Marketing
The Will Marlow Agency
And we hire people who share our
three core values:

25.
Data-Driven Marketing
The Will Marlow Agency
And we hire people who share our
three core values:
(1) pursuit of knowledge
(2) helpfulness
(3) hard work

26.
Data-Driven Marketing
The Will Marlow Agency
And we hire people who share our
three core values:
(1) pursuit of knowledge
(2) helpfulness
(3) hard work

27.
Data-Driven Marketing
The Will Marlow Agency
And we hire people who share our
three core values:
(1) pursuit of knowledge
(2) helpfulness
(3) hard work

28.
Data-Driven Marketing
The Will Marlow Agency
And we hire people who share our
three core values:
(1) pursuit of knowledge
(2) helpfulness
(3) hard work

29.
Data-Driven Marketing
The Will Marlow Agency
We invest in people who share
these three traits.

30.
Data-Driven Marketing
The Will Marlow Agency
We obsess over hiring the right
people, because we want to invest
for the long-term.

31.
Data-Driven Marketing
The Will Marlow Agency
We obsess over hiring the right
people, because we want to invest
for the long-term.
Age of our agency: ~5-years
Client tenure goal: ~5-years

32.
Data-Driven Marketing
The Will Marlow Agency
Who do we hire?

33.
Data-Driven Marketing
The Will Marlow Agency
We hire people who want
to be helpful.

34.
Data-Driven Marketing
The Will Marlow Agency
We hire people who want to
be experts.

35.
Data-Driven Marketing
The Will Marlow Agency
Who do we promote?

36.
Data-Driven Marketing
The Will Marlow Agency
We promote people who want to
be continuous, life-long learners.

37.
Data-Driven Marketing
The Will Marlow Agency
We promote people who aren’t
satisfied by easy answers.

38.
Data-Driven Marketing
The Will Marlow Agency
We promote people who ask the
same questions repeatedly in
order to dig deeper.

39.
Data-Driven Marketing
The Will Marlow Agency
We promote people who aim to
make our clients look like heroes
inside their own companies.

40.
Data-Driven Marketing
The Will Marlow Agency
We promote people who work
hard to be proactive, solving
problems immediately, or before
they appear.

41.
Data-Driven Marketing
The Will Marlow Agency
We succeed as an agency by
investing in the right people.

42.
Data-Driven Marketing
The Will Marlow Agency
What don’t we care about?

43.
Data-Driven Marketing
The Will Marlow Agency
We don’t care where you live.

44.
Data-Driven Marketing
The Will Marlow Agency
We don’t care where you live.
We are not limited by geography.

45.
Data-Driven Marketing
The Will Marlow Agency
We don’t care about your
impressive-sounding degrees &
certifications.

46.
Data-Driven Marketing
The Will Marlow Agency
We value your credentials,
but we care more about what you can do.

47.
Data-Driven Marketing
The Will Marlow Agency
And, finally, we don’t care about BS.

48.
Data-Driven Marketing
The Will Marlow Agency
There is too much BS in marketing.

49.
Data-Driven Marketing
The Will Marlow Agency
There is too much BS in marketing.
And we want to remove it all.

50.
Data-Driven Marketing
The Will Marlow Agency
There is too much BS in marketing.
And we want to remove it all.
We have our work cut out for us.

51.
Data-Driven Marketing
The Will Marlow Agency
There are easy-to-follow 8 principles that guide our daily work, in
support of our culture (knowledge  helpfulness  hard work)
(1) Never brag about clicks, impressions, or traffic.
(2) Focus on leads, conversions, sales, and revenue.
(3) Always explain and question why a marketing idea is good or bad.
(4) Always stay ahead of the client in questioning the ROI of a campaign.
(5) Know that you are not spending money on ads, you are investing it.
(6) Always imagine that you’re investing your own money on ads.
(7) Always talk about recent accomplishments & current priorities.
(8) Always ask yourself how you can communicate impact through data.

52.
Data-Driven Marketing
The Will Marlow Agency
Example of proactively removing BS: we developed a free,
“AdWords ROI Calculator” to answer the question, How can you
measure whether an AdWords campaign is profitable?

53.
Data-Driven Marketing
The Will Marlow Agency
What’s the point of building a positive culture?

54.
Data-Driven Marketing
The Will Marlow Agency
What’s the point of building a positive culture?
We are pursuing excellence, and hiring the right
people will help us succeed.

55.
Data-Driven Marketing
The Will Marlow Agency
We want you to love your job.

56.
Data-Driven Marketing
The Will Marlow Agency
People like being around likeminded people.

57.
Data-Driven Marketing
The Will Marlow Agency
Studies show that the #1 predictor of
happiness at work is whether you like
the people you work with.

58.
Data-Driven Marketing
The Will Marlow Agency
That, in essence, is why culture matters.

59.
Data-Driven Marketing
The Will Marlow Agency
If you love our culture and mission, then
we would love to hire you, promote you,
and reward you.

60.
Data-Driven Marketing
The Will Marlow Agency
You’ll remember these maxims from the beginning of the
presentation, and it helps to return to them now:
1. If the answer isn’t hell yes, it should be no.
2. Clausewitz’s 1st principle: “Act with the utmost
concentration.”
3. Unhappiness is caused chiefly by an excessive focus on
self.
4. The little things are the big things.

61.
Data-Driven Marketing
The Will Marlow Agency
Key Summary – Major Takeaways
(1) Ad agencies like ours our human capital companies, and so hiring the right people is critical to
success – people our our primary investment.
(2) Our culture is defined by joy in (a) the pursuit of knowledge, (b) helpfulness, and (3) hard work.
(3) You’ll be happy here if you want to: (a) develop deep expertise in data-driven marketing; (b) ask lots
of questions to dig deeper; (c) care deeply about making our clients look like heroes; and (d) are
proactive about solving problems before they appear
(4) We don‘t care where you live, we care more about what you know than your credentials or
certifications; and we don‘t care about BS.
(5) Our job is to make our clients grow.
(6) Our mission is to make our clients feel like geniuses and look like heroes, which you can do by
following these 7 principles, (a) never brag about clicks, impressions or traffic; (b) only focus on
leads, conversions, sales, and revenue; (c) always question why a marketing idea is good or bad; (d)
always stay ahead of a client in questioning ROI; (e) know you aren‘t spending on ads, you‘re
investing with ads (f) always imagine you‘re investing your own money; (g) always talk about recent
accomplishments and current priorities; (h) always communicate impact via data.
(7) If it isn‘t hell yes, it‘s no – and other maxims.
(8) The point of this is: we want you to love your job.

62.
Data-Driven Marketing
The Will Marlow Agency