Rick Backus is the founder and CEO of CPC Strategy, an advertising agency that manages over $35 million in advertising spend for over 240 active clients. CPC Strategy started using outbound marketing but has transitioned to inbound marketing using content like blogs, webinars, and white papers to generate leads. They use tools like WordPress, Marketo, Salesforce, and Optimizely to manage content, leads, and testing. Their goal is to connect their clients' inventory to customers' shopping intent through content marketing.