For much of our history, 30dps has been described as a "digital marketing agency." It's accurate, I suppose—we do digital marketing things for clients.
But I've realized that label doesn't capture what we actually do anymore.
What we actually do is help businesses figure out how to grow using the combination of HubSpot and AI. That's more specific than "digital marketing." It requires different expertise than most agencies have. And it solves a problem that's becoming more urgent every month.
The problem is this: companies are drowning in AI options but struggling with AI implementation. They've got HubSpot subscriptions they're not fully using. They've got AI features they're afraid to touch. They've got competitors pulling ahead because they figured out how to make this stuff actually work.
We've started calling ourselves "HubSpot AI Growth Architects" because it describes what we do better than "digital marketing agency" ever did.
We diagnose problems before prescribing solutions. We design systems, not just campaigns. We build foundations that AI can actually improve upon. We care about adoption as much as configuration.
The shift matters because it changes how we work with clients. We're not here to "do your marketing for you." We're here to build growth systems that your team can operate and improve over time.
Is this positioning risky? Maybe. It's more specific, which means some potential clients will decide we're not what they need. But I'd rather work with clients who need exactly what we offer than try to be everything to everyone.
After 35 years in this business, I've learned that trying to be all things to all people usually means being nothing special to anyone.