700: 5 Keys to Grow from $15M to $50M in 4 Years w/ Gil Klein

ABOUT THIS EPISODE

In this episode we talk to Gil Klein, Managing Director of Mobfox.

Click here to connect with this guest on LinkedIn.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the B tob growth show, a podcast dedicated to helping be tob executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BB growth show. This episode is sponsored by Directive Consulting, the B Tob Search Marketing Agency. We are here today with Gil Klin. He is the managing director of Mob Fox. Gil, how you doing today? I'm done great. Thank you for yourself. I am fantastic, Gil. So you guys have experienced a ton of growth at mob Fox in the last four years. You've gone...

...from right around fifteen million in revenue to fifty million in revenue, and the fact that you guys did that in four years is is incredible. We're going to talk about five of the key things that you attribute to that growth. But before we do, I'd love for you to explain to listeners, just getting a little bit of context or on, what mob Fox is and what you guys are up to over there. Sure, I'd love to. So. Mob Fox is an INAPP programmatic audience based platform. Basically, we provides solutions for developers around everything they need to manage your business. It could be around at serving and monetization and helping them was demand when getting an Stk in too great international spe adding additional formats. I've been doing some very cool and innovative stuff. In addition, we also help them to kind of like tailor and identify their different audiences and then being able to target them better and to offer their advertisers additional benefits and how they can interact with the specific developer.

So it's everything around how APPS can can generate revenues and manage your business. That's kind of where we focus at. I love it so so agall, I want to know we've got a lot of a lot of stuff to cover in this episode, so I want to just jump right in. In going from fifteen million to fifty million and four years you said that there were five things that led to that growth and the first one is is something I've heard before, but I think it's worth repeating because I mean, you rank this is the really the number one most important factor in your growth, and it's this idea of focusing where your best. Can you elaborate on that for us? So, yeah, that's a good point. So I'm a strong believer in doing one thing and doing it the best that you can and trying to lead that space. So for us we had a lot of different discussions and thought around if we want to be a supplied side platform that focuses only on mobile or also does display or does mobile web or only does in AP etc.

And we understood very fast at our DNA and our capabilities in the place where we can bring our are let's say, independent or special sauce or flavor would be around in APP and once we took that decision and helped up to keep focus and learn that space and excelling that space and then really understand and dig into the fundamental elements and advantages around the the mobile device and how that can help in terms of creating better, stronger and smarter advertising. So, for instance, on a device there's a lot around like a location and preferences and which APPs are being used right and how strong is the battery and how we can create a better environment for a specific user, etc. There's a lot of things that we look up around in APP that made that made sense for us and helped us to be focused and explained to our partners and the market what motherfucks is about, where we're focus and where we're playing to win. I love it. I think that that translates to so many to so...

...many elements of business. I think focusing on your strength and really going all in on on one area allows you to lead the market in that way. So I appreciate you sharing that. The second key thing that you talked about offline, Gel was your willingness to invest in technology. Can you talk to us about what you guys did here and the impact add yeah, that's also a very good point. So so we believe that when you own an operating facility your own technology, you basically build your brain right. It means that you can look at where you feel the market is not being utilized, where you can bring in additional values, how you can listen to your partners and understand what is their needs and bring that into the technology and the technical aspect. So, for instance, if your developer is lacking some analytics or special reporting or wants to have a different type of auctioning mechanism inside the art be environment, we can facilitate that. We can also go and understand, when we see a large portfolio of business what kind of works and matches for all...

...of them and try to bring solutions that Bix and match better and show better opportunity for our developers. So we created a lot of different elements around formats and art being how we do the auctioning and how we present ads and how we offer different type of verticals and formats to the developers and, even more more important, how do we control promise a good user experience, which is like at the top of what we're trying to do and, in addition, how do we, you know, offer our advertiser clean, transparent and strong environment? That's all of the things that we work around on the technology side, looking for innovation and keeping a clean and brand safe type of environment. So there's a lot of things. When you facilitate your tech gives you much more flexi ability to give solutions, to think about the future and to be there in the next ten, twenty or thirty years. Right, makes sense. So you alluded to something right there, Gil. That is actually your third king, a key to the growthy. You guys have seen just transparency.

Is this specific to you, know, being in the Ad Tech Space, or do you see you know? How do you how do you see transparency playing a role and of for for really any any company listening to this? Okay, so I've been in the attic space for about fourteen years and I've seen it kind of evolved from different type of stages. I think today it'd reached a much more mature place where we're there's only room and only place for four companies or and for the type of business that is willing to go the extra mile or the or the extra hundred miles to make sure but the environment is clean, that everything is passed through is transparent, that the buyer and a seller understand exactly who's interacting with WHO, that there's no surprises, that you're actually fulfilling the demand and what they want to receive and you're assuring the publisher that they're in a good environment and there will be no surprise because at the end of the day, businesses are people and people want to be...

...able to trust one another and they don't want surprises. They want to be able to plan, they want to feel comfortable, comfortable about who they're doing business. It's not just about who's going to pay me and WHO's not going to pay me and who's actually going to give me a good environment, good results not create any unnecessary is in my day today and really helped me focus on building my own business. Of that makes sense. So I think that's fundamental and our business and I think today and at the in general, if you want to survive and kind of grow into space. All right, it's story time again, and today I'm going to tell you about a challenge within Pelican cases be tob division. The PELICAN needed a partner with deep be tob expertise that could get them a massive bump in leads from their paper click campaigns without increasing spin. After vetting a handful of agencies, they decided to go with directive, consulting a B Tob Search Marketing Agency located in southern California. Directive took on this challenge by refining their targeting and building custom landing pages for their advertising efforts. Once implemented, they saw a two hundred and eight percent...

...increase in conversion rate and, needless to say, Pelican cases met their initiative. I have a hunch that directive can get these kind of results for you to so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview. So the fourth key to the your growth, Gil, has been diversification, and talk to us about and in what area of the business did you guys focus on diversification and what was the impact that that have? Right? So I think diversification started and kind of wanting to be able to support a variety set of partners. So we're working with companies that do retargeting, the do performance marketing, the do video advertising, brand cross device location, everyone in their own kind of like aspiration side the INAPP spaces where we facilitate, and what...

...you get out of that is that it's not just your servicing a lot of these partners and you do it across native video, in APP display, in additional special formats. So we build out of our S DK. Basically what you get is a strong variety of strong diversification that promises you to have a solid and sustainable business. Nobody wants to be in a situation or wake up in the morning of the depending ninety percent or eighty five percent on one client and then something happens in the businesses is not there for the long run. So it's a business case and also being able to offer a variety of solutions. That kind of brought us to a place where really measure how how much of variety we have and how much diversification and nondependency is occurring in our business, and that kind of like provides you the the confidence that you're building constant and healthy growth. I love it. This last point, Guil, that we're going to talk about. You talk about regional expansion and maintaining a culture as you as you expand regionally. Can you talk to us about this?...

Yeah, so this is one of the biggest challenges that I see is a manager and the forces managers of businesses in this type of scale. We have a lot right. So one of them is how do you how do you create an international type of DNA and Culture for a company? And it's a lot about how do you build processes, knowledge sharing, making sure that the remote offices, and we have them. You know in Asia and Europe and the US and Israel. It's very, very it's really expanded around the world. So how do you make sure that the products that are, let's say, generated or built in Vienna or past whether it to China or New York or Israel, etc. How do you connect between people, because at the end of the day, people need to to feel confident and become friendly with one another to be productive. So the different things that we do is that, let's say we have TV screens around the office where we show the other offices and people can interact throughout the day. Or let's say we were building...

...a Hackaton, so we want to try and have that hackaton running across our offices. We have all these tools and systems that are open for everybody. We have bi weekly and monthly calls. We bring one market to the other to kind of visit and meet the other people. So we invest a lot in connecting between the people, in keeping them part of one business, in building a DNA about where we feel how core values are, and that's something that I can't say that we cracked it already or it's a hundred percent by definitely investing a lot into how we build that global culture. So that's on one aspect. On the other aspect, it's a lot about how do you connect people what you're trying to achieve in the purpose and the cause, and sometimes you have to bridge a language or a cultural type of difference, and I think here it's about the the people like really wanting to to succeed in this and kind of being open minded and giving the place for the other and...

I think we're really improving in that, but it's definitely been one of the biggest challenges that I've seen my managerial career. I've got an entirely different podcast dedicated to culture Gil crafting culture, so that's something that I'm extremely passionate about and I think you shared some really practical things there that folks can do, and allowing teams to visit one another and have that in person interaction is something that stood out in what you just said. I think that that makes so much sense, that people actually having facetime allows you to build a type of culture that you're wanting to build and really translate something from maybe a Home Office over to these other offices that you're opening up by actually allowing people to spend physical time with one another. Gail, this has been fantastic. You've shared a ton of gems here. If there's somebody listening to this, they want to stay connected with you, but they want to learn more about mob Fox. What's the best way for them to go about doing that? So, first of all, I'm a heavy user on Linkedin. I really love it.

I can see him with out of my contact and my contacts on Linkedin. Well, you can find gail client on linked them. You can come to moth Foxcom, you can ride me an email at Gillid moth foxcom. I'll be very happy to interact, speak, share some experiences, learn from other people. I'm always looking for that experience, so please feel free to reach out. I love it. Awesome to go well, thank you so much for your time today. This has been fantastic and I really appreciate it. Thank you very much. I have a great thing. There are lots of ways to build a community and we've chosen to build the BEDB growth community through this podcast. But because of the way podcasts work, it's really hard to engage with our listeners and without engagement it's tough to build a great community. So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests. No sales pitches, no agenda, just...

...great conversations with likeminded people. Will Talk Business, will talk family, will talk goals and dreams. Will build friendships. So if you'd like to be a part of a BOB growth dinner in a sitting near you, go to be to be growth dinnerscom. That's be toob growth dinnerscom. Thank you so much for listening. Until next time.

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