Notable Achievements

• By conservative estimates, $50M+ captured for clients
• Lumiere Healthcare National Expansion Strategy (4X Rev)
• Get Wet Watersports Regional Expansion Strategy (4X Rev)
• Rainbow Cleaning Regional Expansion Strategy (4X Rev)
• Numerous ~20% Revenue Increases for various companies (AKA The Boyd Bump)
• SEO That Works Graduate (2015)
• Marotta Realty SHOCK & AWE Campaign (2012)

Experience

• Advising Reputable, Ambitious Northern Palm Beach County businesses at Next Level Revenue® (Present-2020)
• Founded a digital marketing agency; Boyd Marketing (Present-2012)
• Founded a website design & management company; Surf the Web Designs (Prensent-2009)
• Spearheaded a national expansion strategy; Lumiere Health Care (2017-2015 Contract)
• Operations Consultant; BeyondROI (2010)
• Founded, and bootstrapped a tech company; TubedTV (2008-2005)
• Online Advertising Lead; Palm Beach Online (2005-1999)
• Started first business at age 7

Core Competencies

• Strategic Marketing
• Sales Psychology; Pricing Strategy, Consumer Behavior
• Brand Strategy; Positioning, Architecture, Identity
• Market Research, Competitive Analysis, Reconnaissance
• Advertising; Direct Response Sales Copy / Creative / Ad Campaigns
• Internet Sales; Websites, Frameworks, Landing Pages, Analytics/Reporting
• Budget Allocation, Feasibility, Promiximal Objectives Triage
• Project Management; Team Leadership, Logistics, Talent evaluation

Recognition

• Jupiter Magazine Hot Shots (Blue Heron Launch Party)
• TCPalm/USA Today Network (Rainbow Spectrum Cleaning)
• Backlinko.com Peer Recognition Feature (2X: 2019,2020)
• Digital Griffon – Expert Insights (2017)
• Content Sleuth – SMM Expert Tips (2016)
• StudioPress/Genesis Showcase (Marotta Realty)
• Golden Web Award (USP Euro Car Care)

My Story (Long Version)

The Early years

From a young age, I was immersed in advertising, sales, and direct response copywriting in my father’s business and he taught me how to drive revenue with advertisements.

My first entry into advertising was when he would craft direct response sales copy flyers and I’d go put them under car windshields. It was neat to come home and see that the phone was already ringing.

His ad copywriting methodology consisted of three simple steps that are instilled in me to this day:

1. Tell them
2. Tell them what you told them
3. Tell them again

Palm Beach Online (2005-1994)

In the mid-nineties, my father took his business 100% digital by starting an affiliate marketing company called Palm Beach Online.

What started out in the early 90s as traditional advertising with print, fax, and mailers transitioned to digital advertising with websites, landing pages, and banner and video ads.

While working with my father, I performed thousands of hours of building landing pages, editing video ads, designing banner ads, and other webmaster-related duties like conversion rate optimization before it went by that name.

This experience laid the foundation for all my future achievements in the field.

TubedTV.com (2008-2005)

Shortly after, I founded and bootstrapped a social media tech company called TubedTV.

Back then the YouTube search feature was suboptimal and I remember being frustrated by how difficult it was to find surfing videos on the platform so I started a niche YouTube website (dubbed the ‘YouTube of Surfing’).

The coolest nuance to this business model was that we created an interactive map that when a certain region was clicked would act as a filtering option and display videos uploaded (and geo-targeted advertisements) from that specific region.

You can see the world map in blue on the sidebar. (Here’s a link to the WayBack Archive)

One day, I received a call from a company in Miami that made a seven-figure buyout offer for the website on the spot.

The number of users was growing fast and I knew I was onto something so I stalled the offer and started pitching other VCs to see if I could improve my position.

I was able to field several better offers and a similar ‘comp’ website out of California had just gotten acquired by Yahoo! for mid-eight figures.

Things were looking bright but then the economic panic of the Great Recession blindsided me and all the offers (and advertising dollars) dried up seemingly overnight and I was left holding the bag.

Obviously, that one stung but the experience would prove to be an integral part of my progression.

Surf the Web Designs (2012-2009 era)

After TubedTV, I knew my biggest weakness was how green I was in business in general so I opened a web design studio called Surf The Web Designs to get exposure to other business leaders.

A banner from around 2011:

While creating dozens of websites, I started developing business relationships in the community while working elbow-to-elbow with top decision-makers.

I asked questions and gained a deep understanding of each and every client’s business:

• Their products/services
• Their competitive advantage/landscape
• How they marketed
• How they made a profit & margins
• The biggest challenges faced
• And many more aspects of how they operated

I leveraged my inside access to glean everything I could in an effort to make the best websites for them and simultaneously improve my weaknesses.

Everything from real estate, restaurants, hospitality, manufacturing, home services, contractors, finance, law, non-profits, white collar, blue collar, B2B, B2C, local, regional, nationwide, international, product, service, startups, mid-market, enterprise, and on and on.

I even worked for a famous magician who performed a nifty disappearing act when it came time to pay his balance.

This cross-pollination effect would compound and helped me key in on the patterns of successful businesses and business leaders.

BeyondROI (2010 Contract)

A referral led to a meeting with Richard Pollack, a wall street high flyer and previous VP of Monster.com who was starting an ultra-flashy digital agency with offices in Manhattan and one within driving distance of my home in South Florida.

Richard initially retained me to consult him on setting up his agency operation and ended up taking me under his wing for a year passing on some of his business savvy.

Boyd Marketing (2015-2012 era)

Sometime around 2011, many of my website clients started requesting add-on digital marketing services.

To evolve along with the market demand I opened Boyd Marketing in 2012 to complement Surf the Web Designs with an entire menu of marketing services.

Marotta Realty – SHOCK AND AWE

We had lots of great accounts during this era but the most memorable and aggressive client during this time was Vince Marotta of Marotta Realty.

Vince was pivoting from architectural renderings and wanted to make a HUGE splash in luxury residential real estate and the first thing we did was establish his foundation with a website.

By 2012 standards, the website I made for Vince was outstanding in every sense of the word and even won an award with the industry-leading web design framework Studiopress.

That would lead to the beginning of a SHOCK AND AWE campaign that encompassed many channels and mediums including the web, search, social, direct mail, television, radio, billboards, newspapers, magazines, baseball stadiums, airports, and more.

To say that the overwhelming majority of businesses I’d worked with to that point were risk-averse in comparison would be the understatement of the decade. It’s no surprise that many of those same businesses aren’t around today while Vince is ranked as:

“The number one producer out of more than 700 agents for Illustrated Properties in 2019, 2020, 2021 and 2022”

This is no coincidence.

Both at the time and in hindsight, we absolutely crushed it for him but ultimately, Vince ended up going in another direction because his appetite for marketing was insatiable even beyond what I imagined.

But the next time someone that aggressive came knocking I would be ready…

Lumiere (2017-2015 Contract)

Lumiere was an existing client of Boyd Marketing when they received a big injection of venture capital to scale the organization rapidly.

Giddy up.

We were productive for them as a marketing vendor so the CEO made me an offer I could not refuse which allowed me to keep my business running while also personally spearheading the Lumiere National Expansion Strategy.

I had full autonomy in leading the digital marketing & sales initiative that would take them from start-up to enterprise organization.

Ever seen a ‘Digital Marketing Manager’ outrank a Director of Marketing?

In simplest terms, I would go on to spearhead an enterprise-level sales and marketing tech stack from scratch that essentially allowed Lumiere to put one dollar in and get three or four dollars back out – repeatedly.

A full ‘cradle to grave’ integration.

Here’s my flowchart of the exact framework while in progress:

If you look closely at the diagram you can see that I was managing numerous marketing channels, phone systems, web assets, CRM, ERM, billing, vendors, software, and people to integrate all departments.

Once it was implemented, we could spend $1 on advertising and could track it all the way back to the billing department to determine the exact ROI of each service/campaign/marketing channel.

Pretty cool, and the CFO absolutely loved me for creating this visibility.

*It’s worth noting that when comparing 2015 to today, designing and implementing an integrated tech stack like this now is easier and more common than even just several years prior. At the time, this was a major undertaking.

Google Ads Showdown

Once I got the system up and running, we started pumping Google Ads.

When you reach a certain spend threshold you get a call from a Google employee telling you that they are a Google Ads expert and how they can help optimize your ad campaigns and save you money.

But I knew better and had experienced this type of situation before.

The truth is the Google reps are not highly skilled because they never actually had any skin in the game. And whether they know it consciously or not – what they are really trained to do is ‘help’ you spend more money with Google.

I kept avoiding his pitch but somehow he got in the ear of the CEO. The CEO believed this guy enough to question me about his offer, and even though I told him the deal he was blinded by the ‘Google’ brand.

So to squash this once and for all, we set up separate competing campaigns and I challenged the Google guy to a Google ad showdown that would go down in history among me and my colleagues.

You can see on his campaign chart (left) that he just set it to full tilt on weekdays and took weekends off (typical employee mentality heh) whereas I took my time (right) to sharpen the axe before chopping down the tree and then cruising through a victory lap in the final week.

At the end of the thirty-day challenge, I outperformed him by more than 300% and drove an additional $1.2M in revenue. In case you’re wondering how my campaign converted three times better, you’ve got to understand that not all leads are created equal and targeting is a key factor in the success or failure of any campaign. You can’t convert someone who’s not a buyer.

The Google rep was genuinely shocked that his textbook knowledge didn’t work in the real world as well as he expected it to.

Oddly enough, I don’t remember him calling much after that.

Diamond Dave & Adolfo

By job title, I was in marketing but during war room discussions, I was responsible for the sales numbers as well. We had a call center in the same building with a sales team of eight handling the calls I was driving in.

When they weren’t converting well, I started recording the calls and realized six of the eight salespeople were not good. We didn’t have time to send them to rigorous sales training so we replaced them with two bonafide closers: Diamond Dave and Adolfo.

These guys would be the final missing piece we needed to scale.

They came in with celebrity-like swagger from day one and knew their worth. I made sure that all my leads were going directly to their phone lines and our sales conversion rates went through the roof.

To this day they say that I consistently drove in the best internet leads they have ever fielded.

Once we had everything spinning like a top, it was like being on a championship team and I couldn’t help but learn a ton about sales – and the relationship between marketing and sales – from this experience.

The national expansion strategy took revenue from $5M to $20M and from one location to three in 18 months taking my skills and confidence to the next level.

Needless to say, I was flying high.

H/T: O’Donnell Agency (2017)

Nearing the very end of my contract Lumiere hired a woman named Susie from a competing company called Origins to run our admissions department. One afternoon, Susie came into my office and told me about this hotshot marketing strategist that Origins hired while she worked there.

Legend has it that Carey O’Donnell took on a very similar challenge to Lumiere’s around the same time but solved it in a radically different and creative way.

She knew that advertising with Google Ads in the addiction treatment space is cost prohibitive (read: astronomical) so she circumvented the main battlefield altogether.

“The supreme art of war is to subdue the enemy without fighting.” – Sun Tzu, Art of War

Somehow she knew or had researched that Dr. Phil had a soft spot for an addiction treatment modality called EMDR because of a relative who had beaten their addiction that way.

She pitched to Origins an entire story arc strategy that started off with them hiring people who specialize in EMDR treatment, establishing an entire EMDR department, documenting and demonstrating success with the treatment, and then went on to acquire press about their specialty.

Then, with that foundation established and third-party press validation firmly in place, she went and pitched Dr. Phil connecting the dots between something he cared about with a trustworthy and viable solution.

Dr. Phil had the Corporate Director of Origins on his television show more than once and positioned a prominent link to the Origins website on the Dr. Phil website as his preferred addiction treatment partner.

KABOOOOOOOOMMMM.

Origins would no longer be forced to compete heavily on the same advertising battlefield among all the other competitors.

Carey pulled off one of the most brilliant marketing strategies I’d ever heard of and this knowledge would radically broaden my horizons on what’s possible from there on out.

Boyd Marketing (2020-2017 era)

After Lumiere, I had offers from other firms but pivoted away from the corporate world and back to serving local area businesses. I missed being involved in my local community and working face-to-face with business leaders.

At first, it felt like coming back from the pros to teach little league but this transition also helped me get really good at simplifying things in a way that anybody could relate to and understand.

From 2017 to 2020 I built up the team to a large roster of highly skilled players and integrated creative, advertising, and engineering teams.

We landed oceanfront resorts, cruise lines, and other MARKET LEADER accounts like Blue Heron Fishing Fleet owned by the highly respected Nagel family, Guanabanas, TideHouse, Ross Yacht, Aircraft Maintenance Specialist, Get Wet Watersports, and more.

Next Level Revenue (Present-2020 era)

At the outset of the corona, I promoted my captains and stepped away from managing my teams full-time to start taking on consulting clients. Since then I’ve been operating as a solo consultant with a highly trained core team backing me up.

LEAN AND MEAN.

This ‘fluid’ practice model has allowed me to compound all my previous experiences and perform high-level strategy work translating to high-impact exposure, surgical corporate troubleshooting, and even more value capture for my clients than ever before.

Blue Heron ‘Best of Both Worlds’ Launch Party presented by Boyd Marketing featured in Jupiter Magazine December 2022. Photos by Chasin a Dream Photography.

Today I help startups, small businesses, and enterprise organizations:

• Accelerate the driving of revenue
• Siphon market share from entrenched competition
• Take preemptive action on time-sensitive market opportunities
• Shorten and streamline sales cycles
• Create or build upon hard-earned brand equity
• Radically improve operational efficiency

I value long-lasting relationships and love when clients prosper.

If you have a solution-oriented attitude toward life, I’d like to connect with you.

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Frequently Asked Questions

What is your approach to working with clients, and how do you ensure their needs are met?

My approach to working with clients is to find a common ground between my style and their style by learning how they prefer to operate, preferred times of day, preferred methods of communication, and even the way they learn and digest information.

“I spend time understanding, appreciating, acknowledging, and recognizing how my clients see their life.”

What is your communication process like, and how frequently can I expect updates on my project?

“My communication process is aligned with where we are in a project.”

Some phases require more communication and others less. I do my best to strike a balance with the right amount of communication.

In the early stages of an engagement I typically err on the high side to be certain things are articulated well and in later stages, I do my best to be surgical with comms so as to not waste time with unproductive meetings or conversations.

How do you handle challenges or setbacks that may arise during a marketing project?

Be addressing them promptly, head-on, and out in the open. I’m usually the first person to notice a mistake and what I do is bring it to the client’s attention like this:

‘A’ happened. ‘B’ is what we’ve done to address it so far. ‘C’ is what we are doing next. ‘D’ is when we expect to put this behind us.

Mistakes will be made along the way to dramatic business improvements.

Can you provide a detailed plan on how you intend to address my specific marketing needs?

There’s almost always a referral because my prospects have typically made several previous attempts on their own and/or with other third-party firms to solve their unique challenges.

“Engaging with me means they’re pulling out the big guns.”

From there, I’ll provide an assessment and do some additional testing depending on the situation.

This information sheds light on a proper diagnosis which leads to feasible, prioritized, prescribed action.

Depending on the complexity of the project or operation a solution may be rapidly implemented or may proceed through a formal operations process.

How do you measure the success of your marketing campaigns?

“Success metrics are always directly correlated to the top priority of the client.”

They can be tangible goals like hitting sales quotas and freeing up time to spend with friends and family or intangible goals such as reducing overall stress levels and getting them more involved in the community.

The straightforward answer here is revenue and profitability, which is usually correct, but in some cases, it’s not the client’s top priority.

How do you stay up-to-date with the latest marketing trends and techniques?

“Mostly from in-the-trenches work on client projects.”

But also some reading and learning from case studies, colleagues, conferences, and trends.

I refuse to pick one tactic and turn it into an assembly line business and thus able to remain fluid and evolving with market dynamics.

What is your pricing structure, and what can I expect in terms of return on investment?

“My pricing structure is value-based and proportional to impact.”

In some situations where that’s simply too nuanced to accurately track we’ll work together to find a mutually equitable, agreed-upon compensation package that typically translates to ~15% of a move and can be comprised on a variety of terms.

As far as ROI in the first year, we love delivering at least 2X returns and have seen a few go 10X.

Where can we learn more about you?

If you’ve made it this far, congratulations. Click this link to join my newsletter.

You can also set up a coaching & consulting call with me here.

Check my Instagram, articles on this blog, my company website (www.boydmarketing.com), and other various sources to get a better understanding of my typical clients, engagements, and results.