What Gray Loon Marketing Group does

Gray Loon Marketing Group, Inc. is a privately held, partner-owned full-service marketing agency headquartered in Evansville, Indiana, operating for over 25 years (founded 1994). The firm operates as a B2B agency serving enterprise and mid-market clients, with a pronounced specialization in the outdoor, hunting, firearms, and archery verticals — anchored by long-tenured engagements with brands including Benelli USA (20+ years), Hoyt Archery (17+ years), Midwestern Pet Foods (20+ years), and Realtree (20 years). Adjacent verticals include pet food, kitchen cabinetry (MasterBrand), nutrition (Mead Johnson), nonprofit/conservation (NWTF), real estate (Kurtz Auction & Realty), and government (Evansville Regional Airport).

The agency delivers a unified service portfolio spanning branding, websites and ecommerce, content creation, social media marketing, influencer marketing, and digital advertising. Technical delivery is platform-agnostic and broad: ecommerce on BigCommerce, Shopify, and Magento; CMS on Drupal, WordPress, and headless Contentful; front-end in NextJS and React Native; backend in Laravel and Symfony; martech on HubSpot and Mailchimp; and certified Google Ads and Microsoft Ads management. Notable capability differentiators include custom product configurator development for complex catalogs (Benelli firearms, Hoyt 3D bow builder) and firearms-specific compliance integrations (AutomaticFFL, Freshclick faceted search). The firm maintains certified partner status with Google, Microsoft, BigCommerce, Drupal, Shopify, WordPress, and HubSpot.

Revenue mechanics follow a professional services model: project-based fees for website/ecommerce builds, ongoing retainer engagements for multi-year client partnerships, and campaign management fees on digital advertising spend. GTM is relationship-based, direct enterprise field sales with no intermediary distribution. The team is approximately 22 in-house professionals covering strategy, design, development, project management, social, and media planning. No revenue is publicly disclosed, no funding rounds are recorded, and ownership is concentrated among named partners Bryan Horstman, Jason Ludwig, and Brita Turbyfill.

Name

Gray Loon Marketing Group

Legal name

Gray Loon Marketing Group, Inc.

Website

https://grayloon.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Gray Loon Marketing Group is a privately held, 25-plus-year full-service B2B marketing agency headquartered in Evansville, Indiana, specializing in branding, web/ecommerce, content, social, influencer marketing, and digital advertising for enterprise brands — particularly in the outdoor, firearms, and archery verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Evansville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Marketing Services Retainer/Project Fees: Gray Loon provides comprehensive marketing solutions including strategy, creative services, and digital marketing. Revenue is generated through project-based work and ongoing retainer engagements with enterprise clients. Long-term partnerships (some 17+ years) indicate retainer or recurring engagement model.
2. Website Development Services: Custom website and ecommerce development services ranging from responsive design to complex integrations. Clients include large outdoor industry brands requiring ongoing website enhancement and support.
3. Digital Advertising Management: Digital advertising program management with fees based on budget allocation and campaign management scope. Company is a certified Google Partner.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Gray Loon Marketing Group is a full-service B2B marketing agency that provides branding, website and ecommerce development, content creation, social media marketing, digital advertising, and influencer marketing services. The agency serves primarily national and regional enterprise brands in the outdoor, hunting, firearms, and archery industries, acting as an extension of clients' internal marketing teams through long-term retainer and project engagements.

Product overview

Gray Loon Marketing Group is a full-service marketing agency offering a unified portfolio of marketing solutions. Their core services include Digital Advertising (search, social, display, programmatic), Branding (identity, packaging, printed materials), Websites & Ecommerce (custom development on platforms like BigCommerce, Drupal, Shopify, WordPress), Content Creation (writing, video, interactive content), Social Media Marketing (content, management, campaigns, advertising, reporting), and Influencer Marketing (program development and management). These services work together to provide integrated digital marketing programs for clients across various industries, particularly outdoor, hunting, and firearms sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Advertising Full-service digital advertising program management including search engine marketing (Google Ads, Microsoft Ads), social media advertising (Facebook, Instagram, TikTok, LinkedIn), display advertising, programmatic advertising, email marketing, and comprehensive reporting with ROI analysis. As a certified Google Partner, Gray Loon manages paid campaigns on behalf of brand clients.
• Branding Brand identity development including logo, fonts, colors, imagery, and copy tone. Also includes packaging design and printed materials development for retail shelf appeal and function.
• Websites & Ecommerce Custom website and ecommerce development from UX design to programming. Includes website development using HTML, CSS, JavaScript, responsive design; app development using React Native; email marketing; measurement and analytics; and digital advertising. Platforms include BigCommerce, Drupal, NextJS, Magento, Mailchimp, Rackspace, Shopify, Symfony, Laravel, and WordPress.
• Content Creation Content marketing strategy aligned with client goals including writing (articles, blogs, SEO-optimized content), video production, and interactive content development for user engagement.
• Social Media Marketing Strategic social media marketing including social content creation (videos, photos, graphics), social community management, tactical campaign design for product launches and seasonal sales, social advertising, influencer marketing, and social reporting with ROI metrics.
• Influencer Marketing Digital influencer program execution and management including influencer research and recruitment, creative brief development, ongoing management, and multi-platform support (blogs, Instagram, Facebook, YouTube).

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Partnerships

Nine partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationGray Loon is a certified Google Partner with specialized expertise in Search Advertising. They manage Google Ads campaigns including search, display, shopping, dynamic, Performance Max, and YouTube advertising for clients.
• Microsoft AdscoreTechnology or IntegrationCertified Microsoft Ads experts managing campaigns across Bing, AOL, and Yahoo syndicated search partner sites.
• BigCommercecoreTechnology or IntegrationGray Loon is a BigCommerce partner with certified development team. They build and maintain ecommerce sites on the BigCommerce platform for clients including Montana Decoy, CMMG, Columbia River Knife and Tool, and Otis Technology.
• DrupalcoreTechnology or IntegrationDevelops and manages Drupal websites for clients including Benelli USA (Drupal 7 to 11), Burris, and Evansville Convention & Visitors Bureau.
• ShopifycoreTechnology or IntegrationDevelops Shopify ecommerce stores and uses Shopify Sections for custom content management.
• WordPresscoreTechnology or IntegrationBuilds WordPress websites for clients including Springfield Armory.
• HubSpotcoreTechnology or IntegrationUtilizes HubSpot for CRM management, marketing automation workflows, and email marketing for clients like CMMG.
• NextJScoreTechnology or IntegrationUses NextJS for headless frontend development, as seen in Columbia River Knife and Tool's headless solution with BigCommerce backend.
• ContentfulcoreTechnology or IntegrationPartners with Contentful as content management layer for headless CMS solutions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WebFX: WebFX is a digital marketing agency offering web design, SEO, paid media, content, and ecommerce services to mid-market and enterprise clients. Comparable agency-of-record model and tech-enabled service stack to Gray Loon.
• Scorpion: Scorpion is a digital marketing agency delivering website development, ecommerce, advertising, and CRM services to small and mid-market businesses. Comparable in offering an integrated digital marketing + technology stack.
• LYFE Marketing: LYFE Marketing is a digital marketing agency offering social media management, PPC, SEO, and content services. Overlapping service portfolio in social media and paid media with Gray Loon.
• SmartSites: SmartSites is a digital marketing agency providing web design, SEO, PPC, and ecommerce services to small and mid-market businesses. Similar full-service agency positioning and Google Partner credentials to Gray Loon.
• Backbone Media: Backbone Media is a full-service marketing agency specializing in the outdoor, active lifestyle, and travel industries, providing brand strategy, digital marketing, PR, and content services. It is one of the most direct peers to Gray Loon given the overlapping focus on outdoor and recreation brands.
• Asymm: Asymm is a full-service digital marketing agency serving mid-market and enterprise B2B clients across web development, ecommerce, digital advertising, and content. Its service portfolio and B2B enterprise sales motion closely mirror Gray Loon's offerings.
• BFO (Break Free Online): BFO is a full-service digital agency offering web development, ecommerce, SEO, paid media, and creative services to enterprise and mid-market clients. Comparable in size and capability mix to Gray Loon's full-service agency model.

Broad incumbents

• Wpromote: Wpromote is a large, well-capitalized digital marketing agency offering paid media, SEO, creative, and analytics across channels. A broader incumbent that competes for similar enterprise mandates but at significantly larger scale than Gray Loon.
• Tinuiti: Tinuiti is a large performance marketing agency covering paid search, paid social, ecommerce, and programmatic across channels. A broader incumbent competing for enterprise marketing budgets that Gray Loon also targets.

Emerging players

• Rainfactory: Rainfactory is a growth and digital marketing agency supporting DTC and ecommerce brands with performance marketing and creative. Comparable as a mid-sized competitor in the digital agency space serving ecommerce-heavy clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/grayloon
• Facebookfacebook.com/grayloon

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gray Loon Marketing Group