11outof11

Founded in 2017 by Angela Pointon in Ardmore, PA, 11outof11 entered the market with a focused mission: to provide tailored content marketing solutions to entrepreneurs and CEOs of growing B2B companies. With a niche in EOS-operated firms and women-owned businesses, the agency offers a comprehensive suite of services. Angela Pointon’s journey into marketing began unexpectedly, sparking a passion that led her back to education and to a career in various startups and agencies. Dissatisfied with the status quo, she founded 11outof11, assembling a top-notch team dedicated to helping businesses thrive.

Inside the Enterprise: Who Is 11outof11?

11outof11 is an ABM-focused digital agency that empowers clients to take control of their marketing strategies. Their team of passionate marketing experts is dedicated to delivering high-quality solutions without compromise. As a testament to its expertise, 11outof11 has established a strong presence in the Professional Services industry, generating 60% of its revenue from this sector alone. The agency’s comprehensive suite of services includes HubSpot Support, content marketing, auditing, and more.

Founder’s Motive: The Why Behind the Sale

Since its inception, 11outof11 has experienced remarkable growth. With the business stabilized, she reached a point where she could step back and let new leaders take the reins. The company is now poised for even greater success under fresh leadership, allowing Angela to focus on other pursuits that don’t compete with the organization’s growth. She is excited to watch her legacy thrive while in pursuit of her next venture.

Founder’s Vision: Criteria for the Perfect Acquisition Fit

Angela has always placed a high premium on the well-being and success of her team, and as she considered her exit from 11outof11, it was crucial to her that the buyer would be able to seamlessly integrate and maintain the company’s culture. She wanted to ensure that her clients would continue to receive the same exceptional service and expertise, with her team members supported and nurtured in their roles. With a focus on long-term sustainability, Angela sought out a buyer who shared her values and vision, and who ultimately would prioritize the continued development of both the team and organization.

Setting the Stage: Preparing 11outof11 for Acquisition

When presenting 11outof11 to potential buyers, it was crucial that Merge conducted a thorough analysis of the business. This analysis extended beyond the financials to reveal the agency’s qualitative strengths. One of the key areas of distinction was the company’s impressive portfolio of long-term client relationships, many of which were on a retainer-based contract further establishing strong tenure.

Attracting Suitors: Strategic Marketing of 11outof11 for Acquisition

The team of 22 was fully equipped to continue scaling without Angela’s close involvement. The strong foundation she built enabled buyers to recognize the full potential of the company, rather than just focusing on its financials. By showcasing the agency’s cultural fabric, team dynamics, and client relationships, Merge painted a comprehensive picture of 11outof11’s value, ultimately attracting a buyer who shared Angela’s vision for the company’s future. 

Sealing the Deal: Perfect Matchmaking with the Ideal Buyer

It was a no-brainer when Merge discovered that Zachary Rischitelli, CEO of FiG Advertising, was the perfect match for 11outof11. With a proven track record of driving growth through strategic acquisitions, FiG was the ideal partner to take 11outof11’s SEO and HubSpot services to the next level. Having previously acquired an agency in 2019, FiG understood how to seamlessly bolt-on services through acquisition and had a strong history as an SBA pre-qualified buyer, which made the transition smooth and efficient.

Unlocking Synergies: Positive Impacts Post-Transaction

The acquisition proved to be a win-win for both parties, enabling Angela’s team to join a thriving ecosystem with a shared passion for innovation and growth. With FiG’s resources and expertise, 11outof11 is expanding their capabilities and reach. As a result, Angela was able to step away from the day-to-day operations and pursue her own interests.

Finding a New Home: The Merge Difference

Merge played a crucial role in the acquisition of 11outof11 by FiG, effectively promoting the company to high-quality buyers and rigorously vetting potential partners. Through targeted marketing and expert negotiation, Merge brought Angela a myriad of conversations and ensured a smooth and successful deal for all parties invo