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Meet Seth Avergon of Avergon Marketing Group

Today we’d like to introduce you to Seth Avergon.

Seth, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I formed my own marketing/business strategy firm in 2009, based largely on a need that I saw in the market that no one was filling. Up to that point, I had spent most of my career on the corporate side (marketing vice-president, marketing senior director, etc.) and I had dealt with a number of advertising agencies and marketing consultants. While they were all competent in their specific skill sets, none of them had the ability to truly develop a business or brand strategy and then effectively manage the tactical deliverables that would enable that business strategy.

Avergon Marketing Group was born of a need to bring both strategy and tactics together under one roof and provide clients with substantial value – versus having to staff a full marketing department. From there, the business has grown into direct project and retainer work as well as mentoring, which I do with smaller companies who may not be able to afford the full suite of services we offer but need some high-level input on their marketing and growth plans.

In addition, I work with private-equity and venture capital firms on brand and marketing evaluations. In the PE and VC world, I focus on identifying the value of the brand and the critical path to articulate that value proposition and accelerate the return on investment for those investors.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Despite having close to 20 years of marketing experience, starting my own business came with an entirely different set of challenges and I had to face the “three-legged stool” of self-employment; you have to get the work, you have to complete the work (and do it well), and you have to get paid.

The early days were definitely challenging as I moved from sales/business development to project manager to accounting. I think the biggest challenge I initially faced was wearing those many hats and then, as the business grew, learning how to delegate tasks so I could stay focused on the strategy side of the business and work with clients to ensure they are getting value.

We’d love to hear more about your business.
We specialize in business and marketing strategy. As the websites state “We bring insight, creativity, and passion to your marketing initiatives” and that really is true to the brand DNA. When we approach a new client we try to learn about their organization from the inside out – talking with the C-level executives, managers, and even customers.

Before we can build a better marketing and growth machine, we need to understand who the client truly is. Sometimes, that is different from who they think they are, and that is OK. The process is always illuminating for both of us.

The thing I am the most proud of are the accolades we have gotten back from clients.

Most start out with a need for a specific deliverable – a digital ad campaign, social media strategy, web development, etc. and almost all of them come away with a business or marketing strategy that goes well beyond that deliverable and a better vision for where their company can go.

When I think of the elements that set us apart from other organizations, it always comes back to our ability to understand business and growth strategies at a level way beyond the competition. As I stated earlier, I spent most of my career on the corporate (client) side so I get it and my team and I know how to use marketing to build sales.

What were you like growing up?
I was an energetic kid. I loved learning things and experiencing new adventures – even trying new foods. I was obsessed with learning as much as I could and I loved reading about space exploration and other planets (I am still a bit of science fiction fan).

I also got very interested in the martial arts and started training in traditional Okinawan karate when I was ten years old. That led to later training throughout my teens and twenties in Ninjistu, Jeet Kun Do, and Filipino Kali. I think the discipline of the martial arts very much influenced who I am today.

Contact Info:

Image Credit:
Justin Rudd

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