How Sabri Suby built King Kong into one of Melbourne's fastest growing digital marketing agencies
Written on the 16 April 2018 by David Simmons
Like many entrepreneurial efforts, Sabri Suby's digital marketing agency, King Kong, was created in a bedroom.
With zero capital and no connections, Suby started cold calling one day in an attempt to get the ball rolling on what he believed could be a massive operation.
His dream wasn't without prior experience. Suby got into sales and marketing as a teenager and found his niche in the digital realm.
He spent a number of years in London honing his craft to become one of the top salespeople at his company, where his old sales records remain unbroken.
After returning to Australia, and before King Kong was founded, he ran and sold a number of successful ventures (and a few failed ones, too). All his work was done in the digital space.
This expertise, combined with a passion for customer satisfaction, set him up to score his first client for King Kong by the end of his first day cold calling.
Less than 12 months into the venture, Suby invested in a radio campaign which generated enough business to help King Kong move from a bedroom into an office and bring on new employees.
Over the past year, King Kong's team has gone from eight employees to 36, its client list has doubled and its revenue has grown by a whopping 266 per cent.
Suby says the growth comes down to the values of King Kong, and his dedication to providing a return on investment to his clients.
"We practice what we preach," says Suby.
"We trail and test digital strategies for our own company, and taking the proven strategies we then implement them for our own clients. We take the time to educate and nurture our clients, turning their previous negative experiences around and create goodwill in the industry."
Suby's approach to business has certainly paid off. King Kong's client list is impressive and includes major Australian brands like Jim's Cleaning, Sydney Swans, Raine & Horne, Koala Mattress and 13CABS.
King Kong was featured in The Australian Financial Review as the 35th fastest growing startup and fastest growing full service digital agency in Australia for 2017. It's also been named one of the 'coolest' companies to work for in 2016 and 2017 by Anthill.
Suby says King Kong's success comes down to how it differentiates itself from other digital marketing agencies in Australia.
"Digital marketing is not rocket science," says Suby.
"But many agencies use it's perceived complexities to overcharge and under deliver. We don't charge the client unless KPI's are met. The client won't sign on if they believe the KPI's are not good enough, which doesn't allow us to slack off at all."
These high standards, coupled with a benchmark of generating $2 in client revenue for every dollar they spend, helps King Kong stand out in a competitive industry according to Suby.
"Most agencies will focus on rankings not revenue," he says.
"Ranking and traffic is great, but if those visitors don't convert into actual dollars it isn't helping the business grow. In order to disrupt the industry and break away from vanity metrics we guarantee results for our clients or we don't get paid."
While the group's immediate goal is to dominate the Australian market, Suby has ambitions to take King Kong internationally. His sights are set firmly on the U.S.
"We believe we have a world class offering and foresee global expansion with the U.S. where the leaders of our industry are," says Suby.
Business News Australia
Author: David Simmons