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?”