This week, we announced that Path Interactive is joining SourceLink, a leading direct marketing and data management agency.
This strategic partnership will allow Path Interactive to expand our ROI-focused performance digital marketing and bring our clients robust capabilities in data management, segmentation, and modeling, along with broader omni-channel, multi-touch attribution solutions. For us, this is what “smarter” digital marketing has always meant: the ability to reach the right customers with the right message, and to enable their response across any medium.
This alliance underscores our mutual commitment to data-driven, people-based marketing. Path’s digital marketing know-how aligns perfectly with SourceLink’s expertise in direct mail, email, customer intelligence, and data services. Our shared values as leading companies in the performance space made this partnership a natural fit.
How we got here
My partner Mike Candullo and I started Path Interactive in a bartered sublease in 2006, managing AdWords campaigns for our neighbors and SMB clients with the dream of becoming leaders in the digital marketing services space. In the last 12 years, a little company founded by two Mikes grew organically from just 3 employees to over 60 of the brightest, most respected digital marketers in our field.
Over the years, we have expanded our services in SEO, social media, creative, content, and web development to become a full-service digital performance agency that delivers on ambitious ROI objectives for our clients. And perhaps most importantly, we’ve been able to help build our employees’ careers and open up opportunities for many inspiring young professionals.
That all came with a lot of awards we’re proud of, too – many in just the last few years! We brought home the trophy for Independent Agency of the Year at the 2018 Bing Agency Awards. We also scored key awards at both the 2018 Search Engine Land and 2018 US Search Award ceremonies. Highlights in 2017 were being named Conductor’s Best in Class Agency at C3 as well as Google’s North America’s Innovation Award Winner among all Premier Partners in Display.
Collectively as an organization, we have also created an amazing culture. At Path Interactive, everyone contributes, working really hard to support each other and our clients. And we have a hell of a lot of fun doing it. This focus on culture landed us on the Crain’s Best Places to Work list for four years in a row and gave us a Top 5 spot on the 2017 AdAge Best Places to Work list.
Fueled by the combination of our expertise and our culture, we’ve been lucky enough to be one of Inc. 5000’s Fastest Growing Companies.
Partnering with SourceLink
We are proud of the what we’ve built and the exceptional work we do. And we are thinking bigger. We’ve always looked “beyond the click,” and that means answering questions like, How can we influence a customer decision across channels? How do we measure a customer’s value within a broader marketing mix?
Joining SourceLink helps us further accomplish our mission to deliver smarter digital marketing, in a big way. With this partnership, we can immediately advance our capabilities in data management, technology and omni-channel direct marketing services that are all focused on understanding our customers and delivering performance.
We were lucky enough to have options when it came to choosing a partner to help us achieve these goals, but SourceLink made sense as a strategic partner for a few key reasons:
- Performance-Driven – We have a common thread of “performance” when it comes to our client relationships; we speak the same language and are a natural extension of each other’s services.
- Data-First Approach – SourceLink has the ability to advance and evolve our people-based, data-driven approach to targeting customers.
- Data & Analytics Competency – SourceLink’s expertise in data management, segmentation, modeling, and broader omni-channel, multi-touch attribution is compelling and powerful.
- Partnership Model – With this alliance, we saw an opportunity to scale while maintaining the culture and DNA that’s helped make us so successful.
With our acquisition by SourceLink, we will immediately be able to offer our clients access to cutting-edge expertise in additional direct marketing services, including email, direct mail, and customer intelligence.
In the long term, we’ll be bringing our clients additional capabilities in data and database management, an essential service that will help us continue to optimize targeting across channels and build maximum ROI for our clients.
Our agency will continue to operate as an independent business line. Our leadership and staff will stay the same, as will the dedication, communication and expertise our clients have come to know and appreciate. We’ll just be able to move faster with bigger strides as we collaborate with SourceLink.
In the early days, a high-five from our client for getting them 50 calls in a month was our primary motivation. And guess what? Awards are great, but we still live for those high-fives from our clients. Our priority will continue to be making a lasting impact on the growth of our clients’ businesses.
My partner and I want to thank everyone who made this possible. From our incredible customers (both new and decades-long), to our hard-working and inspiring staff, we wouldn’t be here without you. We look forward to continuing to build our incredible organization and our mission to make a difference.
We can’t wait to bring you Path Interactive 2.0.
CEO, Path Interactive
You can find the original blog post and more information on Path Interactive’s site, here.