Most agencies treat marketing like a fire extinguisher.

Leads slow down. The pipeline gets light. Someone remembers, “We should probably post on LinkedIn.” Then it’s a few reactive emails, a one-off blog post, maybe a cold outbound sprint.

When that doesn’t deliver results fast enough, the effort fizzles. The team gets pulled back into client work. The cycle repeats.

The agencies that grow and stay top of mind treat marketing differently. Not as a short-term fix, but a long-term investment in reputation, awareness, and relevance.

Here’s how to build that mindset, and six real-world examples you can borrow or adapt right now.

What Marketing Is (and Isn’t)

Marketing isn’t just “getting leads.” It’s how your agency shows up in the world: who you are, what you do, and why someone should care.

Great agency marketing builds trust before the sales call. It seeds familiarity with your ideal clients. And it creates a body of work that builds momentum over time, even if the payoff is 6–12 months down the road.

Six Real Examples That Actually Work

1. The 24-Hour Website Challenge

Years ago, the Barrel team pulled off a live “24-Hour Website” project for an animal shelter in Brooklyn.

The twist:

• They branded the event

• Livestreamed the process

• Took pro photos

• Shared progress in real time

• Documented it afterward as a story and asset
  
  

The result was more than just a site. It was a showcase of teamwork, creative ability, and values. Clients still brought it up years later.

Try this if: you want to build buzz and rally your team around something meaningful.

2. Publishing Open-Source Software

When Barrel’s dev team built an internal JavaScript plugin, they didn’t stop there. They packaged it, documented it, and released it publicly.

That one move:

• Built technical credibility with engineering-savvy clients

• Boosted recruiting by attracting curious developers

• Created a sense of generosity and innovation around the brand
  
  

Try this if: your team builds internal tools that others could benefit from.

3. Year-in-Review Microsites

Every year, Barrel publishes a “Year in Review” microsite: part recap, part celebration.

It includes:

• Client highlights

• New launches

• Culture snapshots

• A visual, scrollable experience that’s easy to share
  
  

Even better: the team puts the link in their email signatures. It becomes a soft touchpoint on every message they send.

Try this if: you want to showcase the breadth of your work without relying on traditional case studies.

4. Hosting Meetups for Underserved Communities

Barrel once ran in-person meetups for digital PMs, a segment often overlooked in the NYC tech scene. They provided a space for knowledge-sharing, connection, and community.

Years later, attendees still remember. Some even came back as clients.

Try this if: you serve a niche audience and want to become the agency that champions them.

5. Physical Mailers & Print Publications

The Vaan Group, a Shopify-focused agency, created a beautifully designed print magazine tailored to luxury and beauty brands. It included guest essays, trend insights, and partner features.

People kept it on desks. Shared it with colleagues. Remembered it.

In a digital-first world, physical marketing often stands out.

Try this if: you want to create something tactile and memorable for high-value accounts.

6. Big, Bold Bets: A Coffee Shop in Atlanta

Over a decade ago, Huge, a digital agency, launched a real, fully designed coffee shop in Atlanta.

The shop:

• Was tech-enabled (built by their team)

• Operated like a real business

• Got press, buzz, and R&D value all in one
  
  

It became proof of their capabilities and a magnet for client conversations.

Try this if: you have the appetite to combine R&D, ops, and marketing into something unforgettable.

Don’t Wait for the Pipeline to Dry Up

Every one of these examples worked because it came from a place of consistency. None of them were one-off stunts done in a panic. They were grounded in the long game:

→ Build reputation
→ Stay visible
→ Be memorable

Marketing isn’t a slot machine. It’s a gym. You show up, you put in the reps, and the gains show up months later.

The Takeaway

The best agency marketing is thoughtful, consistent, and aligned with your strengths.

If you only market when you need leads, you’ll always be behind. But if you treat marketing as a reputation builder, the results will build on themselves over time.

🎧 Want the full breakdown and behind-the-scenes details? [Listen to the full podcast episode here.]