2020
How Collaboration with a Fledgling Incubator Turned into a Years Long Relationship.
Back when I first stepped into the world of freelancing, I walked into the offices of Co.Labs and asked them to take a chance on me. It wasn't till years later that I realized I had taken a chance on them as well.
Did it work out for both parties? You freakin' bet it did.
1st
Member of the
Expert Program.
30+
Co.Labs Startups I've Worked With
5
Years of Partnership, and No Plans to Stop.
How Did We Do It?
Let's take a step-by-step look at how the plan rolled out.
Meeting on the Ground Floor of Things.
As the inaugural in-house performance marketing specialist for Co.Labs, I brought my expertise in Google Ads, Facebook Ads, and marketing analytics to work with early prairie tech standouts like Curbie and Townfolio. Some of these startups reached over $1M ARR, and others achieved successful exits.
The standard project began with a comprehensive audit of existing digital marketing infrastructure, and then setting up comprehensive tracking with Google Tag Manager and Analytics, enabling data-driven decisions. Targeted ad campaigns on Google and Facebook followed, leading to significant increases in engagement and conversions. We also often incorporated automated lead intake and scoring systems to help the typical labour-constrained startup teams to prioritize high-value leads efficiently.
To help nurture those leads, I coached startups on how to incorporate automated email sequences, which enhanced personalized communication and guided prospects through the sales funnel. A unified CRM ensured seamless coordination between marketing and sales, improving overall conversion rates.
This strategic approach optimized the digital marketing efforts of Co.Labs' startups, laying a foundation for scalable growth and success, without creating over-reliance on external 3rd party experts like myself. This was always a key philosophy in the partnership between me, Co.Labs, and the startups.
Expansion of the Relationship.
My early success with startups like Curbie and Townfolio led to my incorporation as the first member of the Expert program at Co.Labs. In this role, I led workshops and presentations to help founders and marketing professionals develop their sales and marketing skills. The Expert program, a collection of subject matter experts across various fields essential for business success, allowed eligible Co.Labs startups to access expert advice without worrying about costs, as Co.Labs subsidized my hours for time-limited partnerships.
In multiple cases, this initial engagement evolved into long-term CMO-style partnerships with highly successful companies such as Teamlinkt and Immigrate Technologies. I worked with over 30 companies and founders within Co.Labs, providing tailored marketing strategies and insights.
As part of the Expert program, I also led occasional one-to-many workshops for early-stage Co.Labs companies to help them understand the core components of performance marketing. Additionally, I designed the digital marketing strategy for Uniting the Prairies, a leading tech and startups conference in the prairie provinces, attracting talent and investment nationwide.
Knowledge Transfer vs. Fostering Reliance.
Together with Co.Labs, we aimed to empower their companies without fostering an over-reliance on external expertise. This involved creating sustainable marketing strategies and providing extensive training for in-house teams. We focused on knowledge transfer, equipping startups with the tools and skills necessary for long-term independence and success.
By building internal capabilities, Co.Labs companies could maintain growth momentum and adapt to future challenges with confidence.
To ensure these startups could thrive independently, we implemented a mentorship model that included regular check-ins and progress assessments. This allowed for continuous improvement and adaptation of strategies as the market evolved.
We also encouraged a culture of innovation and experimentation, helping teams to test new ideas and learn from their results. This holistic approach not only fortified the startups' marketing prowess but also ingrained a mindset of self-reliance and proactive problem-solving, setting them up for sustained success in their respective industries.
The End Result
So what happened, and where to next?
Co.Labs has become the leading incubator for tech companies across the prairie provinces, and my (small) involvement in the Expert Program is just one example of strategic decisions they have made along the way.
From our very first discussions, the focus on empowering startups to become self-reliant was key. We developed sustainable marketing strategies, conducted in-house training, and fostered continuous improvement. This ensured that startups could maintain momentum and adapt confidently to future challenges.
Co.Labs is now well-positioned for continued success and has left an indelible impact on the Prairie entrepreneurship scene. The trained in-house teams and foundational strategies will support ongoing growth. It has been a privilege to contribute to their achievements, and I look forward to their continued evolution and impact.
Thank you for the opportunity to be part of this incredible journey. It has been a pleasure working with such passionate and innovative teams. Here's to many more successes together!
Dylan Hergott,
DHMG Coaching & Consulting, Ltd.
By The Numbers
12
Years of Experience
100+
Past & Present Clients
10
Workshops
Every Year
4
Provinces Approval for Subsidies
Every past and present client
is a valuable long term partner.
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