In this episode of Mind Your Own Marketing Business, host Joe Barsness sits down with Dan Smink, Founder and CEO of Refract ROI, a Denver-based digital marketing agency that helps mid-sized companies turn marketing into a measurable revenue driver. Dan shares his unique journey from high school teacher to product manager in the medical device world, and ultimately, to agency owner, explaining how each step shaped his approach to marketing strategy and business growth.

Dan dives deep into the philosophy behind Refract ROI’s full-funnel, omnichannel approach and why so many B2B companies are still relying on outdated sales-driven models. He discusses the financial case for shifting marketing from a cost center to a growth engine, how to balance short-term conversions with long-term brand building, and why pairing execution with true strategic leadership (via fractional CMOs) is a game changer. Whether you’re leading a marketing team or trying to scale your agency, this episode is full of actionable insights.

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