Welcome to “Failing to Success”, in this episode of "Failing Success", Chad Kaleky from Cosmic Design interviews Louis Holzman, the director of business development for Altitude Marketing. Holzman shares his experience of how they transformed Altitude Marketing from a company dependent on referrals to a company that receives 90-92% of net new business from inbound lead generation through their website. When Holzman joined the company, he asked what would happen if they stopped receiving leads through their website, and that led to the realization that they needed to focus on generating leads through their website by building organic sustainability of inbound lead generation. Altitude Marketing's success is a testament to compounded efforts over seven to eight years of hard work and working smarter.

Holzman explains that the company needed to understand how to differentiate themselves in a crowded marketplace of marketing agencies. They knew they had to be leaders and build authoritative content that would generate an authoritative profile to attract a broader audience, which would then lead to niche people who were more likely to do business with them. Today, they are utilizing different types of technologies such as AI and chatbots to keep up with the changes in technology and continue to be on the forefront of utilizing these technologies to generate leads.