Digioh

Writing the modern playbook to scaling a direct marketing machine for B2B SaaS. Increased closed won revenue 148.4% y/oy in 2024 bootstrapped and profitable while successfully rebranding the entire business and creating an entirely new category in marketing efficiency.

Senior Vice President Marketing

Vice President Marketing

Content Army™ 🪖

I built and sold my stake in a B2B marketing agency helping B2B entrepreneurs by helping them create, systemize and distribute world-class content in less than 1 hour per month.

Co-Founder

2% The Podcast

Creator and host of 2% The Podcast. Dive into the world of real eCommerce results with 2% - The Podcast, your one-stop shop for practical DTC strategies, transformative insights, and tangible business growth.

Founder & Host

Carro

Marketing leader & chief evangelist for the Carro mission. I am focused on running what I believe to be the modern marketing playbook for Shopify platforms which is heavily focused on world-class content, community, thought leadership, and partnerships focused on building a sustainable inbound pipeline and establishing Carro as the clear category leader.

The views expressed here on LinkedIn are mine alone and do not necessarily reflect the views of my employer.

Wonderment

Chief Evangelist, marketing leader and face of the Wonderment mission and product. 

I am a brand marketer and storyteller at heart and oversaw all content marketing, partner marketing, customer marketing, inbound marketing, demand generation, product marketing, and worked cross-functionally with sales and partnerships to help scale the business.

During my time at Wonderment I played a major role in helping the business to scale from ~200 customers to over 500, increase ACV, and 3x closed-won revenue surpassing the $1mm ARR milestone.

- Worked cross-functionally with sales and partnerships to assist the company to 3x revenue and add over 310 new customers in 10 months helping us to pass the $ 1 million ARR milestone.
- Built out and oversaw an entire marketing motion including content marketing, partner marketing, customer marketing, inbound marketing, demand generation, product marketing
- Created inbound marketing funnel from the ground up through various channels including organic search, my podcast, content, and community.

Head of Marketing

Partnership Leaders

Partnership Leaders is the industry association for Partnership/Channel/ Alliances/Business Development leaders. Our mission is to elevate the role of partnership leaders at their companies and provide a vibrant online community through virtual events, curated professional networking opportunities, and educational resources to drive success for our members.

Member

Attentive

Senior Manager, Partner Community

I was the external face and thought leader of the Attentive Partnerships team as the dedicated subject matter expert/thought leader on SMS and Ecommerce marketing. I reported directly to the VP of Partnerships and ultimately the CRO.
- I was focused on building a partner community through various programs that support our entire partner ecosystem across over 400 partners including technology partners, agency partners, and ISV partners.
- Responsible for relaunching our agency partner program, assisted in various partner marketing functions to support partner ecosystem, field marketing events, and contributed heavily to our partner enablement function.

Manager of Partnerships Community & Insights

Tone, an Attentive Mobile Company

Head of growth marketing conversational commerce start-up specializing in AI-enhanced, personalized, and human text message conversations at scale for eCommerce brands.

I helped shift the company's marketing and positioning strategy leading to an acquisition by the tech unicorn, Attentive, to expand their two-way messaging capabilities.

Growth Marketing Lead

Basis

- Responsible for all owned channels, customer acquisition, and retention for our brands to ensure best practices were implemented and optimized on platforms like Klaviyo, Attentive, Postscript, Tapcart etc... - Managed a team including copywriters, design, and implementation specialists.
- Drove over $13 million in sales through SMS and email helping to improve the average returning customer rate and decrease the time to next purchase.
- Routinely featured in case studies with technology customers like Attentive, Klaviyo, and Octane AI.

Head of Retention Marketing

Built and scaled conversational marketing programs for disruptive 7 & 8 figure Shopify brands driving over $13 million in revenue. It was during this time I developed a deep passion for retention marketing (specifically SMS and Email). I also implemented shop quizzes, loyalty programs, and tracked and managed all data from these channels into one centralized database - allowing our brands to achieve efficient scale.

Conversational Marketing Manager

ConverseSmart

- Owner/Operator of a boutique Shopify agency focused on email and SMS marketing.
- Worked with 6-7 figure D2C brands to set up and scale retention marketing including email, SMS, and loyalty programs.
- Drove over $ 3 million in email/SMS revenue

Founder

🚀 VP Marketing @Digioh | Co-Founder @ContentArmy 🪖 Helping B2B companies to find message-market-fit, build social SEO, and generate quality sales pipeline | D2C Marketer Turned B2B Marketing Leader

I’m Blake, a former DTC operator turned B2B marketer. I’ve served as the face and evangelist of Attentive partnerships and served three tours of duty the marketing leader at high growth SaaS start ups. I’m a believer the content and partner marketing are the two highest growth levers for driving predictable and qualified demand. 

B2B marketing has changed more in the last 5 years than ever before and I believe the companies that will win in the 2020s will be capable of building brand without sacrificing demand. We’re doing just that at Digioh — and we’ve grown our businesses revenue 148.48% year over year in 2024 as a result and we are on pace to double that in 2025.

I also advise other B2B companies how to scale their businesses through marketing.

Blake Imperl

📧🧲 Adam Kitchen

Co-founder at Content Army 🪖 Helping B2B leaders scale thought leadership, creating world-class content engines in less than 1 hour per month to predictably grow sales | Klaviyo Elite Partner & D2C Agency Owner

I've been a DTC email marketer for over 18 years. Owned my own eComm brand for 2 years. Over the last 7 years, I've built Magnet Monster to be a global retention marketing agency that's created strategies for brands such as Wild, Waterdrop, Abbott Lyon & Laura Geller + 300 others. We've achieved Klaviyo Elite Status (top 0.2% of agencies) & continue to deliver exceptional work for our clients.

We pioneered many of the leading retention strategies commonly deployed today in our industry and have trained hundreds of other email marketers through our flagship course, Monster Email Marketing: https://magnetmonster.com/email-marketing-course

I also built my agency exclusively off the back of content marketing on LinkedIn. I built a course sharing the exact strategy I deployed to generate over $10m in sales: https://magnetmonster.com/b2b-content-that-converts

I publish two Newsletters weekly:

Weekly Retention Strategy: https://magnetmonster.com/newsletter
Personal Growth & Life: https://adamkitchen.kit.com/


I love meeting other entrepreneurs and great humans and learning from them. Schedule a call if you want to chat: https://calendly.com/adamkitchen

We help eCommerce brands to scale profitably with bespoke email marketing strategy and world-class design.

Adam Kitchen

I've been running my email marketing agency for over 7 years now. After working with over 300 DTC brands & becoming a Klaviyo Elite partner, here are some of my biggest lessons about the current state of the industry.


> There is a ceiling limit on what you can charge for email/SMS that caps out around $10k in the Shopify ecosystem, irrespective of the size of the brand. Yes, you can charge more based on additional deliverables, but even high 8-figure brands are reluctant to spend more than this as the base fee.

> Servicing bigger brands is messier and often less profitable. It requires more senior strategists (less margin), and the amount of touchpoints increases significantly as you have to play politics with more role players to get things approved (CMO, coordinators, brand directors, etc). All of this erodes profitability.

> The biggest TAM is for SMBs between $1-10m per year in annual revenue. However, it's difficult to convince many of these brands to spend more than $4k per month. So the service has to be standardised accordingly in order to maintain profits.

> Design revisions are the biggest killer of profits in any agency in this space. You have need to be ridiculously strict or not allow them at all to maintain profitability.

> People sign with you to increase their revenue contribution from the channel. They may talk about UGC, zero-party data and qualitative research, but when it comes to the crunch, they simply want to send more emails & SMS that drive incremental revenue.

> Most clients don't read reports for more than 5 minutes. It's critical to assertively demonstrate the value of your work with proactive check-ins or another agency will poach your business.

> The beauty of this business is that it's an incredibly predictable channel that can guarantee most brands consistent results. The downside is the massive influx of competition because of this and the commoditisation of the work that has followed to maintain margin.

> Ecosystem & technical knowledge is one of the last differentiators and way to increase value to clients as well as increase margin for the agency. However, the addressable market that needs these services is considerably less than where the bulk of the work is.



Add some of your own thoughts in the comments section and let me know if you agree/disagree with mine 👇 



#emailmarketing #klaviyo #shopify

🧲 Adam Kitchen

Founder @ Magnet Monster 🧲 - Klaviyo Elite Partner & Retention Marketing Agency for D2C brands

We are rebuilding Magnet Monster in 2026 to reclaim our throne as the leading retention marketing agency in DTC.

I want to speak to the best strategists only.

We have 2 positions for strategists on our team.

Multiple 8-figure brands, heavy focus on DTC subscriptions, all waiting to be serviced by legendary strategists.

If you're an A-player with a minimum of 3 years experience in Klaviyo, comfortable speaking to senior stakeholders of companies this size and think beyond the confines of channel-specific strategy and holistically about eCommerce as a business, I want to speak to you.

Salary negotiable based on experience and you'll immediately be enrolled into the company bonus scheme (quarterly payouts).

Our sole focus is to provide the best level of service to the most epic brands in the space.

If this excites you, my DMs are open.

Apply here: https://lnkd.in/eWGyaG6Z


#ecommerce #emailmarketing #klaviyo

Why do all my agency friends speak as though this is the worst business model imaginable and uniquely hard compared to other industries? 😂 

Maybe it's the time of year grinding all of us down, but...

Have you ever run a restaurant?

Worked in retail?

Slaved away in an office 14 hours a day in finance, being forced for "drinks in the city"?

There's even a guy who has to climb into my septic tank once a year.

His job is literally to clean up mountains of sh*t from holes in the ground every single day.

Let's stop pretending the agency model is somehow uniquely difficult compared to other industries.

ALL BUSINESSES ARE HARD!

I've never heard another business owner laughing about how easy it is to make money and how little they work.

We get to work from wherever in the world we want, run great cashflowing businesses that require nothing except a laptop and an internet connection.

Yes, there are headaches with managing people & client expectations.

But that's ubiquitous across every business: you manage people and serve customers.

Stop moaning or find another industry to invest your time in.

Shout out to all the parents out there trying to run a business or build their careers.

I thought the pressure and anxiety were intense before having kids, but it's amplified by over 100 times trying to balance being present and a great father at the same time.

It's a constant battle every day with exhaustion.

But there's no greater feeling or privilege.

Respect to you all. It's hard.

If you think an email marketing agency is expensive, just wait until you try hiring in-house to fill all the positions that we do.

We regularly service brands for under $10k with a team that includes a dedicated:

> Strategist
> Project Manager
> Designer 
> Copywriter
> Engineer


These people do nothing except build strategies and execute ALL DAY.

They are true subject matter experts who have mastered their craft.

Now, break each of those roles down and figure out the cost in your country.

You'll be lucky to build a dedicated team on full-time salaries of less than $20k per month.

Yes, you can pull them from different departments and make them cross-functional in your business.

But why not utilise an agency's true expertise, predictable systems and aggregated insights across multiple brands?

If you think an agency is expensive, just wait until you hire in-house...

This screenshot right here tells the true story behind Klaviyo's incredible success as a business.

What is it?

It's Klaviyo Attributed Revenue.

You see it everywhere.

Agencies chase it.

Brands think it's important.

It's plastered all over social media as a badge of honour.

Yet amongst all of this... It's in no way indicative of a business's success.

For me, it's the epitome of the most paralysing debate in eCommerce: attribution.

But Klaviyo has revelled in that chaos.

And they've built an amazing business off the back of it.

Klaviyo aren't the first ESP to have attributed revenue built into its platform.

Practically all martech try to proclaim their worth by claiming credit for sales.

Yet Klaviyo have done an incredible job in branding their contribution and creating a powerful ecosystem flywheel off the back of it.

Yes, the software is best in class.

But don't understate the true genius in this marketing.


#klaviyo #ecommerce #shopify

Shameful confession: the older I get, the more I deplore posting and participating in social media to maintain business.

It's no secret that Magnet Monster's success has been heavily predicated on my 'personal brand'.

Yet the longer I'm in this game, the more I have to acknowledge that the leverage it provides me is unparalleled.

It's afforded me the opportunity to work with some of the biggest brands in the world.

Meet amazing entrepreneurs whom I can call friends.

And financially provided for my family and me.

Frankly speaking, I can't think of a better use of my time than to create powerful content as well as selling & building relationships.

Could I have done this without building a personal brand and putting myself out there?

Probably - but at the time, this felt the most natural way and fastest route to achieve my goals.

It just so happens that along the way, I've become enslaved to posting.

And I'm now enslaved to that leverage I once built and can't abandon it.

Chasing algorithms; churning out content for the sake of content.

It's become a chore.

So next year, my focus will be very different.

I'll still be sharing, but I've been thinking a lot about how to make it fun again.

Excited to share what I've been working on :-)

3 of my biggest agency lessons in scaling to 7-figures in revenue over the last 7 years.


1. Sell a predictable service that's directly correlated to revenue growth

I'm fortunate that my expertise (email marketing) is a non-negotiable part of the DTC marketing mix. You simply cannot sustain a business without it in this space. My friends who sell services like analytics, BI infrastructure or even operational expertise? They're often viewed as a 'nice-to-have'.

Clients will always prioritise what makes them more money and has follow-through tied to the service as opposed to problem diagnosis without a solution.


2. Having the right people is much more important than SOPs

SOPs and predictable operations are incredibly important - there's no denying that. However, even with great processes, many become obsolete quickly due to technological changes, AI and constantly evolving services. The one consistent that will pull you through? Great people, self-starters who roll up their sleeves and commit to getting the job done no matter what documentation is available. Very hard to find them though!


3. You have to choose between upmarket complexity and low market simplicity

If you go upmarket, you need to learn politics more than anything else and price for complexity, nuance and expanded scope. This requires higher opex and more senior people. If you go low market and volume, you'll have to standardise in order to make a profit. Both are viable paths with pros and cons to each, and very, very few agencies have been successful in making both work together under 1 roof. Choose your ICP carefully and diligently stick to it.

A very simple rule I follow for email frequency: if my most engaged segment (i.e. 30 days) is declining in numbers MoM, I'm inevitably going to hit diminishing returns.

When this happens, you've got very little choice but to pull back.

And call on the acquisition team to ramp things up.

Now, what would be a safe ratio of subscribers to unsubscribers to ramp up frequency?

There's no arbitrary rule here, but I genuinely like to see a ratio of 2:1 growth in net new subscribers to unsubscribes.

If we're on this trajectory from consistent sources, then we can predictably scale email performance and pull the frequency lever.



#emailmarketing #klaviyo #ecommerce

"The perfect ratio between flow & campaign revenue is 50/50" - let's stop this nonsense.

The reality is it doesn't matter.

Yes, in a perfect world, flows would do a LOT more heavy lifting.

But there are too many variables for most brands to use this as a benchmark.

Examples:

🧲 Your traffic/ads are down MoM >> you'll now need to rely on campaigns to drive returning customer revenue since fewer recipients will be entering flows

🧲 Key sales periods >> BFCM being the obvious ones where you'll be sending a LOT of campaigns

🧲 Purchase latency of your product >> if you sell mattresses, you're not going to drive a lot of revenue from campaigns until you have a massive list; most of your revenue will come from first-time customers who enter flows


I think aiming for a generic split between flow & campaign contribution is utterly pointless.

Just drive more revenue overall through retention channels - that's what matters.


#emailmarketing #ecommerce #klaviyo

These co-branded email marketing campaigns we designed during our partnership with Hiya -- Reimagining Children's Health were next level 🔥

If you are a DTC brand that hasn't yet leveraged these co-branded marketing campaigns, they need serious time investment as part of your strategy in 2026.

🧲 They drive CRAZY engagement (way above standard benchmarks)

🧲 Tons of cross-channel synergy (organic social in particular)

🧲 Great for increasing repurchase rates through novelty factor


Get them on the roadmap and start planning now 💪


#klaviyo #ecommerce #emailmarketing

Every DTC brand tells me they're interested in implementing these things when signing with us:


> Zero-party data to understand why people are buying
> Qualitative research to understand why they don't repurchase
> UGC from their database to fuel their ad performance


Yet how many follow-through and implement what we suggest to them?

I'd say less than 20%.

Why?

Because when it comes to the crunch, what people say they want vs what they actually do is very different.

Most DTC brands want to generate as much revenue from email/SMS as humanely possible.

And what's the number 1 lever you end up pulling to achieve that objective?

It's increasing email frequency.

Therefore, a lot of the value we've invested into at our agency is in operationalising production into a fine-tuned machine that predictably generates revenue.

I hear the way many other agencies sell email services:

"8 campaigns and 1 flow per month" etc.

We have many brands on our roster sending between 20-40 email campaigns per MONTH (some even more).

Does this mean the former strategies aren't valuable?

No - they absolutely are.

But a good email strategist is only as good as the brand is willing to let them be.

It takes two to tango, and if you don't have true alignment and buy in, most of your due diligence should lie in vetting your agency partner in their ability to churn out a high volume of creative with the right segmentation strategy.



#emailmarketing #klaviyo #ecommerce

Something I'd love to see more brands do that rely on habit formation to drive repeat sales:

Set your customers a challenge 👇

When we worked with waterdrop®, this was something we worked on with their team to hold customers accountable.

There was a series of check-ins for first-time buyers designed to hold them accountable.

It included collecting UGC, surveying and daily tips to maintain motivation.

Not only were these emails highly engaged with, we also noticed a marked uplift in 21-day repurchase behaviour for people who took the challenge.

If you're selling supplements, food products or even cosmetics, running these challenges is one of the most powerful tactics you can deploy.

Drop me a message if you need help setting one up for next year 👊



#emailmarketing #klaviyo #ecommerce

There are a lot of DTC email marketers at the moment pushing the strategy that more emails = more revenue. This may be true, but it's also dangerously misleading to simply suggest this.

If that were the case, we could simply send any old AI slop and there would be no limit to how many times we could email a customer.

But unless you're actually making more customers buy to justify the additional resources you're spending on creating those emails and the cost to send them, all you're probably doing is damaging your deliverability, eroding subsequent months' profits and expediting your road to diminishing returns from the channel.

So yes, sending more emails DOES result in more revenue - in the short-term.

But in the medium to long-term, you could be doing irreparable damage to your subscriber base.

The key to unlocking high email frequency? Acquiring more customers.

The more people coming into your database, very often, the more you can afford to lose.

That's why I always track active subscriber count and segment growth to make sure it's trending positively.

Because ramping up email frequency will always expedite churn.

Short-term gains, yes, but very often at the expense of long-term results.

That's why you need great content, relevant offers/context, and consistently healthy acquisition.

Be careful taking advice without context to it.


#emailmarketing #ecommerce #klaviyo

Why do most survey emails fail miserably?

I'm talking sub 3% response rates.

That's pitiful when you're sending to tens of thousands of people.

There are 2 reasons this happens.


1. Your request came far too late in their journey

2. There's no context or benefit to the user


Let's deal with the first one.

If somebody buys a product and doesn't buy again, you'll want to find out what's holding them back from purchasing to improve your feedback loop.

Most people will send out a generic campaign to a segment at random who meet this criteria.

But at that time, they've already received probably dozens of campaigns and their engagement has plummeted.

The solution: message them much sooner to increase response rates.

Don't wait until it's 60 days after their purchase.

Secondly, the harsh truth about survey emails >

Without an incentive (or context), response rates will always be low.

You see it in SaaS all the time - free gifts or rewards for filling out forms.

Will it produce biased results?

Probably.

But is some form of response better than no response?

I'd argue yes, despite the efficacy of the data (it depends on how the survey is structured).

The bottom line is: most of these survey emails are well intended, but produce zero practical results.

The only way around this is to send them much sooner, with context, and incentives tied to them.



#emailmarketing #ecommerce #klaviyo

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