“We’ve been experiencing 3-4 years of 30% growth rate year over year,” Human Element’s Ben Lorenz tells us. “We’ve been an Inc 5000 company 3 years in a row and last year were named one of the Top 20 fastest growing companies in Michigan.” Ann Arbor is one of the fastest growing tech hubs in the Midwest, but what explains some companies like Human Element growing so much more quickly than others? To some extent, it’s positioning and the market they’re in. It’s no secret that AI companies are hot, as well as security. An e-commerce strategy company like Human Element has a lot of work to do catching up Midwest companies to digital business processes and online sales. But that’s not all it is.
Discoverability is an often overlooked but important topic for new ventures. Nick Suino of the Michigan SEO Group says he hears from companies a lot, from service providers to tech startups, who did marketing and SEO on their own to bootstrap and then come to him later with a website that won’t scale, or having neglected discoverability when they could have invested more in their outreach to start. It’s not always easy for a startup to know what to do when with marketing, since many are founded by professionals with industry-specific expertise and marketing comes after first sales. That’s why we were interested to hear from a company that supports other companies in getting SEO, online discoverability, and marketing off on the right foot.
How does a young marketer bring best practices from one of the world’s most elite marketing academies and festivals back to a small tech town and apply it to B2B marketing? Silas Bush of Nexient recently was accepted to the Cannes Young Lions Marketing Academy, one of 4 small classes of marketing professionals at the 66th Cannes Lions International Festival of Creativity in France, and says he learned a lot from hobnobbing with the CMOs of major global brands from tech to retail on how certain marketing practices can be applied to any kind of business. Everyone from Loreal to Google and Facebook’s Sheryl Sandberg to Redbull to actors Laura Dern and Jeff Goldblum were there on the French Riviera, where Bush says the connections with technology taught him an enormous amount about how to apply agency best practices to tech marketing.