In the past 4 years, the landscape of marketing and the role of digital agencies has changed dramatically. As companies and marketing leaders increasingly understand tactics, strategies, and data from digital advertising, the demand for measurable and predictable results is at an all-time high. In addition to the demand for automation, AI adoption, and measurable ROI, companies are on the lookout for digital marketing agencies that truly deliver results.
Established in 2011, WiT Group operates as a performance-based digital marketing agency, employing a commission-based model to generate sales leads, drive sales, and foster new business growth for its clients. The company utilizes an innovative approach to deliver measurable results and align its success with its clients.
“WiT Group’s tagline; Creativity. Marketing. Strategy. is a nod to our approach and company structure,” states founder and CEO Josh Mangum. “By punctuating each word to underscore the core pillars of our identity, these elements segment our business, defining the unique dimensions of our approach. We operate as a performance-driven agency at our core, seamlessly weaving creativity into our messaging, positioning strategy, and ad design. Our strategic and data-driven approach informs the marketing and advertising campaigns for our clients. These three distinctive buckets – “Creative. Marketing. Strategy.”—guide the delineation of our agency, dictating our leadership responsibilities and balancing our approach to advertising.”
Headquartered in Charlotte, North Carolina, WiT Group extends its reach with an additional office in Columbia, South Carolina. This strategic presence allows Josh and his team to serve their clients better and contribute to the local business ecosystems in both regions.
A Full-Scale Marketing Agency
At its core, WiT Group is committed to delivering tangible results. The organization distinguishes itself with a unique ability to craft innovative collaborative approaches with clients on a performance basis, resulting in a commission-based compensation structure for the company. Clients highly appreciate the mutual commitment to delivering tangible results and value the shared accountability inherent in WiT’s approach.
“Our focus is on achieving defined goals through digital advertising, and we’re commissioned and incentivized to ensure success. That, in essence, is our mission – to revolutionize the narrative surrounding marketing agencies by delivering results that truly matter,” Josh states.
WiT Group’s overarching goal effortlessly aligns with its core mission—addressing the fundamental challenges faced by its clients. Operating on a commission basis, they focus on generating high-quality leads for e-commerce clients, translating into tangible sales outcomes. “In B2B partnerships, we prioritize cultivating sales leads with a more extended nurturing process. We align our marketing strategies wherever a business stands to fuel leads, boost revenue, and catalyze overall business expansion,” says Mangum. The group helps clients grow by providing expert lead-generation services tailored to their unique needs and business models.
The team demonstrates an open-minded and flexible approach, unbound by any specific industry or business model, engaging with businesses from various corners of the US. “Whether it’s a small startup or a big-shot Fortune 100 brand, we figure out how to work together on a performance basis to make things happen. In return, we get a commission on the backend, making it a win-win for everyone involved,” Josh explains.
Navigating Hurdles Toward Success
Established in 2011, WiT Group represents the initiation of Josh’s entrepreneurial journey, which unfolded over 8 to 9 years within the corporate landscape of America. Throughout this period, Josh collaborated with two major media companies, a boutique agency, and a national B2B service firm. Having worked within agencies and directly on the corporate side with prominent brands, Josh developed a unique ability to connect with marketing directors and business owners as well as individuals who may eventually become clients.
But it wasn’t all smooth sailing. Graduating amid the challenging aftermath of the 2008 financial crisis with a marketing degree Josh faced several difficulties securing interviews and jobs. Determined to find a path to success, he embraced the Whatever it Takes (WiT) philosophy. Despite the challenges encountered upon completing his degree, Josh remained resolute in utilizing what he learned in his chosen career path over his career.
“Frustrated with unsuccessful attempts to secure positions with other companies, I ventured into entrepreneurship independently. Fortunately, I taught myself digital marketing, a skill not covered in my formal education at that time. Leveraging resources like YouTube videos, I persuaded a few initial clients to take a chance on me,” Josh shares.
In 2019, WiT changed its focus from business consulting and strategy to become a performance-based digital marketing agency. While traditionally rooted in advertising, the WiT group has consistently aimed to extend beyond marketing and advertising, venturing into deeper realms of business consulting—a journey that gained momentum this year. “We transitioned to a referral-based growth strategy as the agency grew, boasting an impressive retention rate. Satisfied clients remain with us and become vocal advocates, recommending our services to their network and other business ventures we’re involved in,” Josh explains.
"We operate as a performance-driven agency at our core, seamlessly weaving creativity into our messaging, positioning strategy, and ad design."
Evolving Over the Years
“Over the years, our evolution has led us to adopt more standardized procedures, particularly in client onboarding, intake calls, and account setup,” shares Josh. While each client continues to receive a bespoke strategy tailored to their unique needs, WiT has continually optimized its internal processes to enhance efficiency.
There have also been noteworthy shifts on the advertising front, where WiT operates on a commission-based structure. “While we were previously heavily focused on search marketing for B2B clients, this year marked a successful pivot to LinkedIn advertising,” Josh shares. Additionally, the WiT team has embraced more programmatic approaches, engaging in extensive video work and website redesigns. “Website 2.0 projects have become more prevalent, typically addressed in the initial months after establishing trust and a strong relationship with the client, often following a successful start in advertising,” explains Mangum.
In the wake of constant digital transformation, Josh has found a balance between artificial intelligence and human ingenuity. He feels that the true differentiator among marketing leaders lies in their understanding that AI plays a supporting role—it doesn’t replace the essential elements of strategy, creative thinking in marketing, the development of slogans and taglines, or overall creativity. In the last three years, Josh has also observed significant changes in the advertising landscape on Google Ads. Moving away from a more structured Single Keyword Ad Group (SKAG) setup, his approach now embraces diverse campaign types such as Performance Max and Discovery campaigns.
“The brand [WiT] has been successful, not because of any secret sauce or magic formula, but because we put in the work. In our industry that can be hit or miss. There are a lot of agencies that miss the mark. We are ready to get our hands dirty, do the work, learn from our mistakes, and apply our past successes. It’s in the name Whatever it Takes (WiT).”
Into the Future
“I’m a big believer in the Blue Ocean Strategy,” states Josh. “To make it in this industry, agencies must carve out their own space and set themselves apart.” This year, WiT has inaugurated a new vertical, assuming the role of a podcast studio. This expansion includes providing clients with virtual assistance and delving into the realm of business consulting—a distinctive suite of services uncommonly found in traditional marketing agencies. Additionally, WiT is actively expanding its team with a series of new hires, aligning with preparations for the upcoming move into a generously sized 7,200-square-foot office in Columbia, South Carolina.
“However, the goal is clear: we’re looking for the most talented individuals in the market to join our exciting new office space. With plans to likely expand our Charlotte office, our teams in both locations will collaborate, and we’re encouraging field trips to foster camaraderie,” Josh shares.
Looking ahead WiT will continue to embody the boutique agency spirit while simultaneously bolstering its capabilities to invest in empowering software, automation, and tools for its team. Their plans involve continuous expansion while ensuring top-notch service quality.
“Why do we do this? We’re in the middle of the lead gen space, dancing between sales and marketing. It’s a bit of a gray area, but that’s where we thrive. We’re digging into research, crunching numbers, and collaborating with sales and ops leaders to figure out the real ROI—because why not? We’ve got the knack for it, so why not share it with other companies?”
