By: Marcy Paulson

Digital marketing presents a daunting terrain for agencies trying to carve out a space for growth and client acquisition. In a sea of cutthroat competition and rapidly evolving strategies, standing out and consistently drawing in new business is an uphill battle. 

Despite this, Kristen DeGroot, a trailblazer in the agency growth niche, offers an innovative approach to lead generation that consistently ignites transformative growth for agencies.

The Catalyst Behind the Movement: Kristen DeGroot

Kristen DeGroot, CEO and founder of The Campfire Circle is revolutionizing how agencies approach growth. With over 13 years of experience nurturing agencies, she identified a common pitfall: agencies often prioritize client projects over their growth strategies. Kristen’s philosophy is simple but profound: “Treat your agency as your most important client.”

DeGroot understands that agency owners excel in doing fantastic work for their clients but tend to push their growth to the back burner. “By partnering with The Campfire Circle, your agency can avoid this trap through our proprietary lead generation methods,” she says. “Our approach enables you to continue delivering quality client work while scaling your own operations simultaneously.”

Lead Magnets: A fresh Take on Lead Generation

In a world where traditional lead gen methods like cold outreach and paid ads are waning in effectiveness and increasing in cost, DeGroot’s organic approach is a breath of fresh air. “These traditional methods haven’t completely lost their touch,” she remarks, “but their prime use should be to promote assets rather than directly secure clients.”

DeGroot’s spotlight service at The Campfire Circle hinges on the strategic use of lead magnets, essentially free items or services offered in exchange for contact details from potential customers. Companies use the contact info to build a marketing database or direct leads into a sales funnel. The idea is to offer something of value that entices the target audience to share email addresses or phone numbers, which can be used to engage with them further.

In digital marketing, lead magnets can be e-books, white papers, industry reports, free trials, webinars, discount codes, and newsletter subscriptions. The objective isn’t just to give something away for free but to build a long-term relationship with potential customers by providing initial value and continuing the conversation through targeted marketing.

The Campfire Circle typically recommends one lead magnet per quarter. The team begins by undertaking a comprehensive survey targeting 300 members from a strategically selected audience, culminating in a detailed industry report that serves as an invaluable asset for the agency’s website and as a magnet attracting potential clients.

“We curate a report brimming with insights and publish it on your agency’s website,” DeGroot explains. “This report isn’t just content — it’s a gateway into a meticulously planned three-month lead nurturing sequence. The aim is to convert your readers into your clients.”

Beyond Lead Generation: The Campfire Circle is a Holistic Growth Partner

DeGroot’s vision for The Campfire Circle extends far beyond mere lead generation. The agency’s holistic approach to agency growth encompasses high-profile publication features for agencies and their clients, optimization audits, strategic implementations, and the day-to-day management of blogs, social media, and email marketing.

These services solidify an agency’s market space. For agencies languishing in online obscurity, she ensures they rise through the ranks by securing listings in significant directories.

Because the Campfire Circle knows the power of credibility and authority, it devises packages that enable agencies to earn and leverage this priceless social capital. The team empowers clients by working with them to craft social proof and establish thought leadership, nurturing each agency’s image until it resonates with authority and expertise, assuring prospective clients that they are in capable hands.

DeGroot’s involvement in this process is deeply personal. She views herself as a consultant and a hands-on growth partner. This philosophy anchors her approach, cultivating long-term agency growth and sustainability rather than sporadic campaign successes.

Kristen DeGroot and The Campfire Circle are changing the game for agencies worldwide. By reimagining lead generation as more than just a numbers game, they pave the way for agencies to shine in their client work and upward trajectory. Their work is rekindling the industry’s growth and guiding agencies to the campfire, where they share and celebrate success stories.

Published by: Annie P.