From Copywriter to Agency Founder: Building a Relationship-First Marketing Firm
Interview: How Long-Term Client Relationships (Quietly) Power Agency Growth
Behind the Agency Podcast with Mark Goren, Founder of 1020 Marketing
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Prefer the highlights? Key takeaways and summary below.
TL;DR – Key Takeaways
Mark’s core belief: agencies don’t fail because of bad work—they fail because of weak relationships and inconsistent pipelines.
He didn’t start as a “founder type.” He came up as a business-minded copywriter and grew into leadership over time.
Referrals can carry you for years—but they’re not a real growth strategy when the market tightens.
“Set-and-forget” services create predictable revenue, but only if you actively protect and communicate their value.
Senior-only teams win trust fast, but they still need structure, process, and follow-through.
Content doesn’t always create leads—but it closes deals by validating credibility.
Retention—clients and team—comes down to communication, honesty, and human connection.
Meet the Guest
Mark is the Founder of 10-20 Marketing, a full-service digital marketing agency that helps businesses improve performance across channels like media, SEO, and local marketing.
With nearly 30 years in marketing, including time at major agencies like Publicis and FCB, Mark has led digital reporting programs for national brands in industries like airlines and automotive. Today, he works with growing brands that want a senior, relationship-driven agency partner instead of a bloated vendor.
Before founding 1020 Marketing, Mark spent years consulting, building reporting teams, and helping enterprise brands make sense of digital performance.
Episode Summary
1. A copywriter’s path into agency leadership
Marc didn’t stumble into marketing—he trained for it. After studying copywriting at Humber College, he moved through agencies and consulting roles before eventually spinning out what became 1020 Marketing.
What made him different early on?
He approached copywriting like a business problem, not an art project.
2. The hidden risk of “things are going well”
For years, 1020 grew steadily. Revenue was up. Clients stuck around. Life was good.
Then the economy tightened.
Marc realized something uncomfortable:
They had relied too heavily on long-standing, low-touch clients as a revenue buffer—without actively reinforcing value.
“I knew I needed to give those clients more attention. I just didn’t do it soon enough.”
3. Relationship-first as a real strategy (not a slogan)
Marc’s edge isn’t a flashy framework. It’s how his team shows up.
Clients routinely say they like working with them. They feel heard. They feel cared for. That trust makes sales easier—and forgiveness higher—when things get tough.
Warmth isn’t a soft skill here. It’s a competitive advantage.
4. What actually differentiates 1020 Marketing
A senior-only team—no bait-and-switch
Deep experience across channels
Strong communicators who genuinely care
Content that validates credibility during buying decisions
Marc’s take: differentiation doesn’t always live on your homepage.
Sometimes it only shows up once you’re in the room.
5. The referral trap (and why most agencies fall into it)
Referrals worked—for a long time.
But Marc is blunt:
“I would not recommend anyone copy us.”
Without a proactive pipeline, agencies become fragile. Community helped here—especially connecting with peers through Bureau of Digital, where Marc realized everyone struggles with this, even the good ones.
6. Hiring and retention lessons from a small senior team
Marc prefers trust over micromanagement—but learned that trust still needs oversight.
Recent wins came from:
Clear role definition
Radical honesty during hiring
Staying closer to the work to understand real capacity needs
Hiring experienced people—and actually listening to them—has paid off.
7. Why copywriting still matters (more than ever)
The tools changed. Measurement exploded.
But the core didn’t.
Copywriting is still about selling—now with receipts.
Mark’s background helps him bridge the creative and business sides of agency life, reducing friction most teams never resolve.
Notable Quotes
“It’s going to take five years to know what your business really is. And honestly—it might take longer.”
“Referrals saved us. But they also made us lazy.”
“Content doesn’t always bring leads—but it absolutely helps close deals.”
“I don’t follow up with clients because I’m a salesperson. I do it because I actually care.”
Learn More / Get in Touch
Visit → https://1020.ca
Email → marc@1020.com
LinkedIn → https://www.linkedin.com
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