Oct 25, 2018
Dan Altenbernd, COO and Partner of H2M, works with clients to align objectives with allocated marketing budgets. He estimates that 75% of his company’s clients have never worked before with a marketing agency and 75% of his clients are from outside the Fargo area. His company provides key marketing strategy development and tactical deliverables based on a client’s true needs.
Faced with so many marketing “newbie” clients, H2M has a newbie on-boarding process to help clients feel comfortable, using in-depth conversations to discover the client’s pain points, expectations, and objectives. H2M requires clients to define goals clearly and works with them to determine how effectiveness will be measured—not by views or click-throughs—but by proof of performance metrics such as growth percentages. The company strives to deliver intellectual property in a way that tangibly “answers the client’s questions.” Proof of performance is almost a company mantra.
In this interview, Dan speaks of due diligence as being critical for clients that are selecting their first agency—look at the work of agencies under consideration, randomly call clients listed on their websites, and find an agency with that will be comfortable to work with. H2M only works with clients with whom it is comfortable --without contracts!
Trained as a graphic designer, Dan started his career setting type by code in a print shop, providing services as a graphic designer, and as a bartender/waiter . . . all at the same time. He fell into advertising as a traffic manager, scheduling and learning marketing operations. A couple of hops later, Dan ended up at H2M.
Dan’s partner, David Hanson, H2M’s CEO, knows marketing strategy. Dan thrives on being out here, growing relationships, finding new opportunities, and understanding businesses and their challenges. The company’s internal culture is focused on supporting employees, but also allowing broad autonomy, with open paid time off and untracked vacation time. What matters? Relationships and the consistent quality of the work—and not slacking off efforts for clients who “have been around a while.”
Dan offers a few life lessons to ponder. He believes ego has no place in growing true relationships. He warns people and companies to “not believe your own press.” He emphasizes the importance of honesty and transparency in retaining clients, growing friends within the business, and promoting success.