Saltwater ✳︎

Saltwater has built a strong reputation by serving a diverse portfolio of clients, with over 70% of revenue coming from Finance and Healthcare/Life Sciences sectors. Initially, clients often seek Saltwater’s expertise for specific services, such as SEO, PPC, or video production. However, many of these clients continue to work with Saltwater long-term, with the agency evolving into their primary Agency of Record (AOR). Saltwater’s holistic approach and the agency’s high level of client service have fostered strong, ongoing relationships, with an average client tenure of over four years, many of which extend beyond 10 years.

Saltwater’s founders are looking for a strategic partner to help scale the agency’s operations and resources. After years of organic growth, the founders believe that partnering with a buyer who can provide coaching, financial support, and additional resources will help Saltwater reach new heights. The founders are committed to staying on board post-acquisition and will continue to lead the agency’s day-to-day operations. The acquisition is viewed as an opportunity to enhance Saltwater’s growth potential and capitalize on new market opportunities, particularly in organic social media and marketing automation services.

The ideal buyer for Saltwater would be a company or individual with experience in scaling digital marketing agencies. The buyer should have a solid understanding of B2B marketing, with the resources to support Saltwater’s growth initiatives. Additionally, the buyer should value the agency’s client-first approach, its strong culture of operational discipline, and its ability to scale within the broader market. Saltwater’s founders want to partner with a buyer who understands the long-term value of nurturing client relationships and is capable of enhancing the agency’s offerings, particularly in areas like outbound sales, marketing automation, and social media.

Merge worked closely with Saltwater to highlight its impressive client base and strong revenue model, with 82% of revenue coming from retainer-based contracts. This high percentage of recurring revenue ensures long-term stability and predictable cash flow, making Saltwater an attractive target for acquisition. Merge also highlighted Saltwater’s track record of success in key industries such as Finance and Healthcare/Life Sciences, emphasizing the agency’s deep expertise in these sectors. Additionally, Saltwater’s focus on operational efficiency and scalability was showcased as a key strength that will help the agency thrive under new ownership.

Merge positioned Saltwater as a highly profitable and scalable digital marketing agency with a proven ability to deliver results for mid-market and enterprise clients. By focusing on the agency’s solid revenue model, strong client retention, and impressive industry expertise, Merge attracted several potential buyers who saw the opportunity to expand their digital marketing portfolio with a well-established agency. The emphasis on Saltwater’s stable, recurring revenue stream and its disciplined, process-driven culture further increased the agency’s appeal.

The acquisition of Saltwater by Meet the People represented a strategic move to expand Meet the People’s capabilities in digital marketing, particularly within the Finance, Healthcare, and Life Sciences sectors. Meet the People recognized Saltwater’s robust client relationships, process-driven culture, and stable recurring revenue model as ideal complements to their existing portfolio. The founders and leadership team at Saltwater look forward to collaborating closely with Meet the People to drive continued growth and profitability post-acquisition.

Post-acquisition, Saltwater successfully leveraged Meet the People’s resources to enhance its service offerings, particularly in organic social media, marketing automation, and outbound sales. With strengthened business development capabilities and additional financial support from Meet the People, Saltwater is positioned to attract larger clients, capitalize on market opportunities, and continue its growth trajectory.

Merge played a pivotal role in facilitating the acquisition of Saltwater by identifying the right buyer and ensuring a smooth transition. Through expert matchmaking, strategic guidance, and tailored negotiation, Merge helped Saltwater find a partner who could take the agency to the next level. The successful acquisition highlights Merge’s ability to match high-potential agencies with the right buyers, fostering long-term growth and value creation.