Glen Moore is the Co-Founder and CEO of Bear Fox Marketing, a digital marketing agency that helps home service and manufacturing companies generate qualified leads and measurable revenue growth. With 25 years of marketing experience, he specializes in SEO, paid media, branding, conversion optimization, and growth strategy. Glen leads the agency’s results-focused approach to improving marketing ROI. Under his leadership, Bear Fox Marketing earned a spot on the Inc. 5000 list of fastest-growing private companies in both 2022 and 2023.
Hayden Bruce is the Senior Sales and Marketing Manager at Bear Fox Marketing. With expertise in digital strategy, forecasting, and client growth, his work centers on identifying the right growth strategy, connecting marketing spend to ROI, and aligning sales with marketing for stronger results. Hayden also focuses on setting realistic expectations and building effective agency-client partnerships.
Here’s a glimpse of what you’ll learn:
- [0:57] Glen Moore explains how to build a realistic marketing budget around business goals and growth expectations
- [3:21] Why focused marketing spend can be more effective than trying to invest in every channel at once
- [6:23] Hayden Bruce breaks down how marketing activity connects to leads, sales, and actual revenue
- [10:25] What business owners should measure to understand whether their marketing is working
- [14:17] The importance of lead quality, client feedback, and strong communication
- [15:47] How Glen prioritizes choosing between SEO and paid ads
- [21:25] Finding the right client-agency fit and knowing when a partnership may not work
- [25:05] Hayden and Glen discuss when to scale marketing spend — and when spending more can hurt ROI
In this episode…
A bigger marketing budget doesn’t always mean better results. The key is knowing how much to spend, where to invest, and which metrics prove it’s working. So how can businesses build a marketing budget that drives growth and measurable ROI?
Marketing leaders Glen Moore and Hayden Bruce bring expertise in digital strategy, forecasting, lead generation, and growth, emphasizing that effective marketing starts with realistic goals, smart allocation, and clear measurement. They recommend prioritizing the channels best suited to a company’s budget and timeline, then evaluating performance through cost per lead, conversion rate, return on ad spend, and revenue. Glen explains when SEO may deliver stronger long-term value, while Hayden highlights CRM tracking and sales follow-through as essential to understanding lead quality and results. Together, they offer a practical framework for making informed marketing decisions and scaling when the data supports it.
In this episode of Outsmart & Outgrow, Chad Franzen of Rise25 talks with Glen Moore, Co-Founder and CEO, and Hayden Bruce, Senior Sales and Marketing Manager at Bear Fox Marketing, about building a marketing budget that drives ROI. Glen and Hayden discuss budget benchmarks, SEO versus paid ads, and the KPIs that matter most. They also discuss lead quality, client-agency fit, and when to scale spending.
Resources mentioned in this episode:
Quotable Moments:
- “Average for most companies, it’s between 7-10% of their revenue.”
- “There’s no way to get better results if you’re not getting feedback from the client as well.”
- “I think just communicating and making sure that you’re on the same page as your marketing agency is important.”
- “SEO is realistically going to take 6-8 months to build up.”
- “The truest thing that you can look at in marketing is looking at the data.”
Action Steps:
- Set a realistic marketing budget: Aligning spend with growth goals and market conditions helps set expectations for what the investment can realistically support.
- Focus spending on the strongest opportunities: Concentrating a limited budget on fewer channels can produce better results than spreading resources too thin.
- Track marketing through to revenue: Using a CRM and following leads through the sales process helps connect marketing activity to actual customers and ROI.
- Define and communicate lead quality: Sharing which leads turn into valuable opportunities gives marketing teams the feedback they need to improve targeting and performance.
- Match marketing channels to your timeline: Balancing faster-return tactics like paid ads with longer-term strategies like SEO helps businesses pursue both immediate and sustainable growth.
Sponsor for this episode…
This episode is brought to you by Bear Fox Marketing — a digital marketing agency helping ambitious businesses get found, attract better leads, and grow with confidence.
Through SEO, AI Search Optimization, content marketing, paid search, social advertising, and local marketing, Bear Fox has helped more than 1,000 home services, HVAC, manufacturing, and technology companies drive qualified traffic and increase their revenue.
Visit bearfoxmarketing.com to learn more and book a free strategy call.
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