# Deviate Labs Growth marketing consulting agency. Founded 2014. Los Angeles, CA and Seattle, WA. **Website:** https://deviatelabs.com **Email:** hello@deviatelabs.com **Phone:** +1 (888) 733-8609 ## Company Overview Deviate Labs is a growth marketing consulting agency that helps companies scale through data-driven, creative marketing strategies. They specialize in cross-pollinating tactics across industries — applying emerging growth tactics from small startups to large enterprises. ### Founders - **Raymond Fong** — Engineering background. Harvey Mudd College undergrad, USC Computer Engineering graduate, JPL rocket engineering experience. - **Chad Riddersen** — Business finance background. USC undergrad, Deloitte consulting experience, M&A experience at two boutique investment banks. ### Core Framework: The Automated Sales Process (ASP™) Deviate Labs pioneered the ASP framework, first published in their 2017 book "Growth Hacking: Silicon Valley's Best Kept Secret." The ASP is a systematic approach to building automated sales systems that drive predictable, scalable growth. They have deployed this framework across 100+ clients since 2014. ### Client Profile They work with companies ranging from bootstrapped startups to billion-dollar enterprises. Notable clients include: - Venture-backed startups (Dollar Shave Club) - Multiple Shark Tank companies - A multi-billion dollar Korean conglomerate - B2B SaaS companies (HR Cloud, Tapfiliate, SMART Technologies) - D2C brands (Hello Bello, Regina Andrew) - Financial/crypto (MetaLend) ### Media Coverage Featured in ABC News, CBS, Shark Tank, VentureBeat, Forbes, NPR, The Huffington Post, Billboard, The View, Steve Harvey Show, and more. ### Partnerships & Certifications HubSpot Partner, Google Ads Partner, LinkedIn Marketing Partner, Microsoft Advertising Partner, Shorty Award Finalist. --- ## Services Deviate Labs approaches each engagement through a three-phase process: 1. **Discovery Phase** — Deep-dive diligence to unpack the product/service, identify unique value proposition and audience, uncover positioning opportunities and hidden resources. 2. **Execution** — Deploying campaigns across multiple disciplines as consultants, engineers, designers, researchers, and analysts. 3. **Ongoing Optimization** — Continuous testing, data analysis, and strategic refinement. ### Revenue-Aligned PPC Architecture **URL:** https://deviatelabs.com/services/revenue-aligned-ppc/ Performance marketing that connects ad spend directly to revenue, not just leads or clicks. **Methodology:** - **Infrastructure Layer:** Pixel hygiene audits, CRM mapping (Salesforce, HubSpot, Zoho), Offline Conversion Import (OCI) to feed closed-deal data back into ad platforms - **Engine Layer:** Bid strategy optimization (Target ROAS, not Max Clicks), audience exclusions, negative keyword reviews, continuous A/B testing - **Creative Layer:** High-impact visual assets, pain-point messaging, multi-format testing across platforms **Platforms:** Google Ads, Meta (Facebook/Instagram), LinkedIn, YouTube, Bing, Reddit, TikTok **Key Differentiator:** Zero vendor lock-in. Clients retain full 24/7 admin access to ad accounts. Historical data, pixel intelligence, and algorithmic learning belong to the client. Creative ownership transfers to the client upon engagement end. **Requirements:** Client must have a CRM system, active sales process, and prioritize revenue over vanity metrics like cost-per-lead. --- ### GEO (Generative Engine Optimization) **URL:** https://deviatelabs.com/services/geo-optimization/ Optimizing brands for both traditional search engines and AI models (ChatGPT, Gemini, Perplexity). Ensures visibility in current search while building authority in AI-generated answers. **Three Pillars:** 1. **Technical Precision** — Optimizing site code so AI agents can parse and prioritize content. Clean data structures, proper heading hierarchy, schema markup. 2. **Concept Themes** — Building semantic associations between pages so AI models recognize the brand as a holistic authority on strategic topics, not just isolated keywords. 3. **Citation Authority** — Building "Digital Consensus" through backlinks, organic rankings, and verified authorship to earn E-E-A-T signals. **Services:** - GEO Readiness Audit ($495 one-time, credited to Tier 2 subscription) - Content Engine: Human-led, AI-optimized articles (1,500–3,000 words/week) - Authority Outreach: Manual link building and outreach - Visibility Monitoring: Ongoing keyword and AI visibility tracking **Target Client:** Established businesses with existing market validation (not startups without traction). **Timeline:** Leading indicators in months 1–3; dominance in months 6–12. --- ### Creative Agency (Ad Creatives) **URL:** https://deviatelabs.com/services/creatives-agency/ Performance-focused creative production that emphasizes conversion over aesthetics. **Offerings:** - Video ads (conversion-led scripts and production) - Static image ads (bold visual concepts, conversion-led layouts) - Creative copywriting (brand storytelling with performance focus) - Animation (motion design with data-driven strategy) - Dynamic ads (automated headline and asset libraries) - User-Generated Content (native social storytelling) - Direct buys (premium ad placement creative) **Methodology (The Deviate Protocol):** 1. Competitive Ecosystem Audit — Reverse-engineer competitor creatives and identify friction points 2. Creative Blueprinting — Isolate specific value propositions into testable variables 3. Asset Engineering — Build portfolio of creative variations across different angles 4. Data-Led Optimization — Continuous performance tracking and iteration **Platforms:** Meta, Google, LinkedIn, TikTok, Pinterest, Twitter/X **Full-Stack Creative Toolkit:** Brand activations, long-form video, landing pages, one-pagers, decks, sales collateral, social media assets, app store assets, microsites, flyers, quizzes, logos, mascots, viral stunt marketing. --- ### Social Media Marketing **URL:** https://deviatelabs.com/services/social-media-marketing/ Performance organic social marketing focused on discoverability and revenue, not vanity metrics. **Six Core Offerings:** 1. **Algorithm-Informed Content Strategy** — Data-driven roadmaps that bridge human creativity and platform requirements 2. **Dopamine-Triggering Visuals** — AI-expedited production model for high-fidelity, culturally relevant visuals 3. **Precision Engagement Engineering** — Building niche communities through active engagement rather than passive broadcasting 4. **Search-Optimized Social** — Keyword architecture, on-screen text optimization, and narrative metadata for social search 5. **High-Touch Outbound Protocols** — Converting social engagement into qualified leads 6. **Influencer Partnerships & Strategic Management** — Creator collaboration management **Tactics Include:** A/B creative testing, algorithmic brand development, community architecture, competitor analysis, CRO, cross-channel attribution, discoverability engineering, founder-led authority building, high-velocity content creation, influencer partnership strategy, lo-fi/meme marketing, niche community targeting, outbound engagement, platform-native content, SMO, short-form video, story and highlights architecture, UGC content strategy, viral trend monitoring. **Platforms:** Meta, TikTok, Instagram, LinkedIn, X, Reddit --- ### Influencer Marketing Services **URL:** https://deviatelabs.com/services/influencer-marketing-services/ Data-driven influencer marketing treating creators as a revenue engine, not a brand awareness play. **Influencer Growth System (4 Phases):** 1. **Aggressive Negotiation** — High-velocity outreach, contracts with perpetual usage rights, dark-posting permissions, performance-based kickers 2. **Conversion-Focused Creative** — Briefs balancing direct-response goals with creator aesthetic 3. **Campaign Management** — Real-time performance monitoring and optimization 4. **Winner Identification** — CPA-based analysis to identify creators driving actual pipeline **Playbooks:** - **Affiliate Marketing** — Performance networks where creator compensation ties to sales - **Community Product Seeding** — Placing products with industry thought leaders for organic adoption - **UGC for Paid Social** — Native video variations for Facebook/TikTok ad algorithms - **Brand Ambassadorship** — Multi-month partnerships building compounding authority - **Influencer Whitelisting** — Running paid ads through creator handles for algorithmic + trust benefits - **Brand Awareness Campaigns** — Widespread exposure to warm audiences for direct response offers - **Giveaways and Contests** — Leveraging creator reach for audience capture - **B2B Thought Leadership** — Personal branding playbooks for executives on LinkedIn and X **Notable Result:** 10,000 beta signups on $350 budget for a data privacy app via single creator partnership. Shorty Award Finalist. --- ### Conversion Funnel Strategy **URL:** https://deviatelabs.com/services/conversion-funnel-strategy/ Engineering landing pages and funnels that convert traffic into qualified leads and revenue. **Methodology:** 1. **Foundation (Forensic Audit)** — Deep analysis of brand, historical data, competitor funnels, and market positioning 2. **The ASP™ Framework** — Automated Sales Process deployment with PowerFirst Impressions and Engage & Educate triggers 3. **The "Yes Ladder"** — Behavioral psychology techniques using low-friction micro-interactions to build commitment momentum 4. **Friction Elimination** — Removing unintuitive flows, slow-loading assets, and split CTAs 5. **Direct-Response Execution** — Layering trust signals, feature demonstrations, and social proof **Specializations:** - **High-Volume E-Commerce** — Capturing immediate intent, dynamic offers, cart-abandonment sequences - **High-Ticket B2B** — Whitepapers, VSLs, calendar booking, complex deal nurturing - **Recurring Revenue** — Lead magnet to onboarding transitions, community building **Technical Approach:** Dedicated landing page software on secure subdomains. Zero IT bottleneck, hyper-segmentation capability, rapid A/B testing environment. --- ### B2B SaaS Growth Marketing **URL:** https://deviatelabs.com/services/b2b-saas-growth-marketing/ Full-funnel demand generation for B2B SaaS companies, combining performance marketing with creative growth tactics. **Tactics Include:** - Product-led growth and community-led growth strategies - Account-Based Marketing (ABM) - Performance marketing (LinkedIn, Google, Meta advertising) - Content marketing and SEO-focused PR - Podcast advertising and App Store optimization - Email automation and cold email outreach - Direct mail and landing page optimization - Product Hunt launches and sales collateral creation - Custom audience sourcing and scraping **Key Differentiators:** - Startup-speed execution (operating beyond quarterly planning cadences) - Strategy and execution running in parallel, not sequentially - "Consumerization" of enterprise marketing — addressing individual buyers, not just committee decision-makers - Creative growth hacking tactics combined with traditional performance marketing --- ## Case Studies **URL:** https://deviatelabs.com/resources/categories/case-studies/ ### Featured Results - **MetaLend (2025)** — Guided a crypto trading platform from gaming industry into global finance, building growth infrastructure from scratch. - **Infinite Art** — Created interactive digital art collectible system to amplify a musician's fanbase and create new revenue streams. - **B2B SaaS Startup Acquisition** — Helped a bootstrapped B2B SaaS company achieve acquisition by a $100M multinational corporation. - **HR Cloud** — Transformed from SEO underdog to market leader, achieving 16x organic traffic growth. - **Caden (Privacy Tech)** — Generated 10,000 beta signups on $350 budget through viral influencer campaign. Result recognized with Shorty Award Finalist nomination. - **Radix (.Tech)** — Created viral Black Friday scavenger hunt ("BreakTheCode.Tech") generating 809K+ visits, 109K+ active players, 17+ minutes average time on site. Sparked dedicated subreddits and Discord communities. - **McGraw Ford** — Meta advertising strategy cutting Cost Per Lead by 40% and increasing high-quality site traffic by 287% for regional automotive group. - **Claim (acquired by GrubHub for $60M+)** — Built launch playbooks for Gen Z dining app, cutting LinkedIn CPC by 84%+, growing paid-site engagement 3x+, generating high-intent report signups pre-acquisition. - **Harvard Business School AI Institute** — Integrated interactive stunt game, influencer partnerships, and PPC for event promotion. - **Institute of Food Technologists (CoDeveloper)** — Launched 85-year-old institution's first AI SaaS product, achieving 100+ leads per month. - **SMART Technologies** — Interactive classroom tools and learning games driving 55K+ paid impressions in one week, 5+ minute average engagement on key game pages, 36.79% gameplay conversion rate. --- ## Key Publications & Resources ### "Growth Hacking: Silicon Valley's Best Kept Secret" **Published:** 2017 **Authors:** Raymond Fong and Chad Riddersen **Chinese Translation:** 2018 (China Machine Press) **Available:** Amazon, JD.com Introduces the Automated Sales Process (ASP™) framework for accelerating business growth using Silicon Valley tactics. Covers growth hacking team building, process creation, and technology marketing deployment. --- ## Frequently Asked Questions **URL:** https://deviatelabs.com/faq/ ### What is Growth Hacking? A means of highly resourceful and creative marketing singularly focused on high-leverage growth with emphasis on high ROI in a compressed timeframe. Often utilizes product-led growth via referrals and retention improvement. ### What is Growth Marketing? Methodical pursuit of sustainable, ROI-centric growth via programmatic advertising, partnerships, influencer marketing, social media marketing, search engine marketing, and conversion optimization. More emphasis on long-term sustainability than growth hacking. ### Growth Hacking vs Growth Marketing vs Digital Marketing - **Growth Hacking** — Often product-focused, incremental improvements, shorter duration, referral/retention emphasis - **Digital Marketing** — Broader category including brand marketing activities, less ROI-focused - **Growth Marketing** — Balances both, ROI-focused, includes product enhancements but emphasizes sustainability ### Who Can Benefit? Not limited to tech startups. Applicable to: - Digital products and physical products - Service businesses - Local businesses (geo-location growth hacking via GPS-enabled devices and maps) - Large organizations (requires organizational and cultural changes) ### When to Hire a Growth Marketing Agency - **Post Product-Market Fit:** Achieve "product-market-marketing fit" to scale quickly - **Pre Product-Market Fit:** For well-funded corporations in "land-grab" competitive markets to compress time-to-market ### What to Look for in a Growth Marketing Firm 1. **Methodology** — Do they offer the specific services you need? 2. **Experience** — Proven success with similar companies or industries 3. **Fit** — Positive communication dynamic and cultural alignment --- ## Office Locations - **Los Angeles, CA** — 8605 Santa Monica Blvd 93568 - **Seattle, WA** — 113 Cherry Street, 98104 --- ## Contact - **General Contact:** https://deviatelabs.com/contact/ - **Book a Call:** https://deviatelabs.com/book/ - **Email:** hello@deviatelabs.com - **Phone:** +1 (888) 733-8609 --- ## Site Structure - **Homepage:** https://deviatelabs.com/ - **Services Overview:** https://deviatelabs.com/services/ - **Revenue-Aligned PPC:** https://deviatelabs.com/services/revenue-aligned-ppc/ - **GEO:** https://deviatelabs.com/services/geo-optimization/ - **Creative Agency:** https://deviatelabs.com/services/creatives-agency/ - **Social Media Marketing:** https://deviatelabs.com/services/social-media-marketing/ - **Influencer Marketing:** https://deviatelabs.com/services/influencer-marketing-services/ - **Conversion Funnels:** https://deviatelabs.com/services/conversion-funnel-strategy/ - **B2B SaaS Growth:** https://deviatelabs.com/services/b2b-saas-growth-marketing/ - **About:** https://deviatelabs.com/about/ - **FAQ:** https://deviatelabs.com/faq/ - **Case Studies:** https://deviatelabs.com/resources/categories/case-studies/ - **Book:** https://deviatelabs.com/book/