In this episode of E-Coffee with Experts, our host Ranmay chats with, Andy Groller, CEO at Dragon360, breaks down the strategic decisions that transformed Dragon360 from a small PPC shop into a high-retention, high-impact B2B digital advertising agency.

With 17+ years in the industry, Andy shares how niching into B2B SaaS, tech, and professional services helped the agency scale sustainably while delivering deeper value to clients.

Andy explains why most paid media programs fail, not because of creative, but because of poor audience strategy. He outlines his diagnostic process for fixing underperforming campaigns, how to segment buyers without over-segmentation, and how to align messaging with true decision-makers and champions.

We also dive into AI’s impact on B2B buyer research, the continued importance of emotional human-led marketing, agency culture as a driver of retention, and why authentic relationships outperform traditional account management structures.

Whether you're a founder, marketer, or agency leader, this conversation is packed with insights on paid media strategy, positioning, differentiation, and building a B2B agency clients stay with for years.

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In this episode, we discuss:

00:00 - 00:33: Introduction

00:33 - 02:41: Andy’s Journey Into Digital Marketing

02:41 - 03:25: Growing Dragon360 Into a B2B Agency

03:25 - 04:25: Why Niching Down Changed Everything

04:25 - 05:35: Building Better Strategy, Content, and Creative

05:35 - 07:13: How Dragon360 Keeps Clients for Years

07:13 - 08:17: The Digital Banter Podcast

08:17 - 09:54: Why Most Ad Campaigns Fail

09:54 - 10:08: Fixing ROI When Paid Programs Slow Down

10:08 - 12:07: How AI Is Changing B2B Buyer Research

12:07 - 12:32: Why Humans Still Make Final Buying Decisions

12:32 - 14:51: Why Over-Segmentation Hurts B2B Marketers

14:51 - 16:26: Andy’s Favorite Client Story

16:26 - 17:11: Advice for New Founders & Agency Owners

17:11 - 17:48: Final Thoughts

 Connect with Andy Groller

 https://www.linkedin.com/in/andygroller/

 https://dragon360.com/

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Website: https://www.digitalwebsolutions.com/

Facebook: https://www.facebook.com/digiwebsol

Instagram: https://www.instagram.com/dws_global

LinkedIn: https://www.linkedin.com/company/digital-web-solutions./