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Andy Groller: How Niching Down Helped Build a High-Retention B2B Agency
In this episode of E-Coffee with Experts, our host Ranmay chats with, Andy Groller, CEO at Dragon360, breaks down the strategic decisions that transformed Dragon360 from a small PPC shop into a high-retention, high-impact B2B digital advertising agency.
With 17+ years in the industry, Andy shares how niching into B2B SaaS, tech, and professional services helped the agency scale sustainably while delivering deeper value to clients.
Andy explains why most paid media programs fail, not because of creative, but because of poor audience strategy. He outlines his diagnostic process for fixing underperforming campaigns, how to segment buyers without over-segmentation, and how to align messaging with true decision-makers and champions.
We also dive into AI’s impact on B2B buyer research, the continued importance of emotional human-led marketing, agency culture as a driver of retention, and why authentic relationships outperform traditional account management structures.
Whether you're a founder, marketer, or agency leader, this conversation is packed with insights on paid media strategy, positioning, differentiation, and building a B2B agency clients stay with for years.
Get access to 250k+ link connections and build your website authority with us: https://www.digitalwebsolutions.com/
In this episode, we discuss:
00:00 - 00:33: Introduction
00:33 - 02:41: Andy’s Journey Into Digital Marketing
02:41 - 03:25: Growing Dragon360 Into a B2B Agency
03:25 - 04:25: Why Niching Down Changed Everything
04:25 - 05:35: Building Better Strategy, Content, and Creative
05:35 - 07:13: How Dragon360 Keeps Clients for Years
07:13 - 08:17: The Digital Banter Podcast
08:17 - 09:54: Why Most Ad Campaigns Fail
09:54 - 10:08: Fixing ROI When Paid Programs Slow Down
10:08 - 12:07: How AI Is Changing B2B Buyer Research
12:07 - 12:32: Why Humans Still Make Final Buying Decisions
12:32 - 14:51: Why Over-Segmentation Hurts B2B Marketers
14:51 - 16:26: Andy’s Favorite Client Story
16:26 - 17:11: Advice for New Founders & Agency Owners
17:11 - 17:48: Final Thoughts
Connect with Andy Groller
https://www.linkedin.com/in/andygroller/
https://dragon360.com/
FOLLOW US
Website: https://www.digitalwebsolutions.com/
Facebook: https://www.facebook.com/digiwebsol
Instagram: https://www.instagram.com/dws_global
LinkedIn: https://www.linkedin.com/company/digital-web-solutions./
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By Digital Web SolutionsIn this episode of E-Coffee with Experts, our host Ranmay chats with, Andy Groller, CEO at Dragon360, breaks down the strategic decisions that transformed Dragon360 from a small PPC shop into a high-retention, high-impact B2B digital advertising agency.
With 17+ years in the industry, Andy shares how niching into B2B SaaS, tech, and professional services helped the agency scale sustainably while delivering deeper value to clients.
Andy explains why most paid media programs fail, not because of creative, but because of poor audience strategy. He outlines his diagnostic process for fixing underperforming campaigns, how to segment buyers without over-segmentation, and how to align messaging with true decision-makers and champions.
We also dive into AI’s impact on B2B buyer research, the continued importance of emotional human-led marketing, agency culture as a driver of retention, and why authentic relationships outperform traditional account management structures.
Whether you're a founder, marketer, or agency leader, this conversation is packed with insights on paid media strategy, positioning, differentiation, and building a B2B agency clients stay with for years.
Get access to 250k+ link connections and build your website authority with us: https://www.digitalwebsolutions.com/
In this episode, we discuss:
00:00 - 00:33: Introduction
00:33 - 02:41: Andy’s Journey Into Digital Marketing
02:41 - 03:25: Growing Dragon360 Into a B2B Agency
03:25 - 04:25: Why Niching Down Changed Everything
04:25 - 05:35: Building Better Strategy, Content, and Creative
05:35 - 07:13: How Dragon360 Keeps Clients for Years
07:13 - 08:17: The Digital Banter Podcast
08:17 - 09:54: Why Most Ad Campaigns Fail
09:54 - 10:08: Fixing ROI When Paid Programs Slow Down
10:08 - 12:07: How AI Is Changing B2B Buyer Research
12:07 - 12:32: Why Humans Still Make Final Buying Decisions
12:32 - 14:51: Why Over-Segmentation Hurts B2B Marketers
14:51 - 16:26: Andy’s Favorite Client Story
16:26 - 17:11: Advice for New Founders & Agency Owners
17:11 - 17:48: Final Thoughts
Connect with Andy Groller
https://www.linkedin.com/in/andygroller/
https://dragon360.com/
FOLLOW US
Website: https://www.digitalwebsolutions.com/
Facebook: https://www.facebook.com/digiwebsol
Instagram: https://www.instagram.com/dws_global
LinkedIn: https://www.linkedin.com/company/digital-web-solutions./