Goalpost Group

What Goalpost Group does

Goalpost Group is a Michigan-based, privately held B2B marketing agency operating under the legal entity Goalpost Group LLC, founded in 2015 by David McAndrews. The company specializes in applying the StoryBrand framework, a seven-part messaging methodology in which the agency holds StoryBrand Certified status from Donald Miller, to develop clear brand messaging, websites, sales funnels, video, photography, content, and paid advertising for clients in Healthcare, Manufacturing, and Technology verticals. The firm positions its core thesis as "Sales is Marketing," aligning sales enablement with brand narrative development.

The agency's product offering is organized into three layers: core services (AI Integration, Web Design, Sales Support, Content Creation, Branding, Marketing Materials, Videography and Photography, Ad Creation and Management), structured engagement programs (Kickstarter for messaging clarification, Drive for ongoing relationship-building content, Close Deals for sales conversion, and B2B Sales/Arm Your Champion for champion enablement), and Digital Essentials tooling (Goalpost CRM on GoHighLevel, AI Employee, and hosting). Underlying technology is built on WordPress for web design, GoHighLevel for CRM and automation, Google Analytics 4 and Google Tag Manager for measurement, with integrations to Facebook Pixel, Canva, and Doodly. An International Commercialization service line is offered alongside domestic work.

The business operates a sales-led, quote-based pricing model with fixed monthly retainers for initial engagements and scalable retainer options in subsequent phases. Distribution is primarily domestic, direct-to-mid-market B2B clients, supported by a content-led inbound channel that includes a long-running blog, the Marketing Made Simple Podcast, YouTube, LinkedIn, Facebook, and Instagram. The company is bootstrapped with no external funding and serves roughly 100 companies cumulatively across its ten-year operating history, employing 12 specialists covering design, development, content, video, and marketing technology.

Name

Goalpost Group

Legal name

Goalpost Group LLC

Website

https://goalpostgroup.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Goalpost Group is a Michigan-based StoryBrand Certified B2B marketing agency serving Healthcare, Manufacturing, and Technology clients with messaging strategy, web design, content, video, sales enablement, and AI integration services.

Ownership category

akta.pro rank

Product category

B2B Marketing Agency

NAICS

Media Representatives (541840)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

B2B/ABM Creative Agencies (MPAAAAAI)

akta.pro secondary industries

B2B Demand Generation & Lead Nurture Agencies (BPAFAKAA), Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• B2B marketing services
• StoryBrand agency
• Marketing strategy consulting
• Branding and web design
• Content creation services

Headquarters

HQ city

East Lansing

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Services: Goalpost Group LLC provides marketing services for improving business practices including leadership, sales, marketing, products, overhead, and cash flow. Services include AI Integration, Web Design, Sales Support, Content Creation, Branding, Marketing Materials, Videography & Photography, and Ad Creation & Management.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Goalpost Group is a StoryBrand Certified B2B marketing agency that helps Healthcare, Manufacturing, and Technology companies grow by developing clear messaging, building web platforms, and driving customer engagement cycles. Its offerings combine core marketing services (branding, web design, content creation, videography and photography, ad creation and management, sales support, AI integration, and marketing materials) with structured multi-phase programs (Kickstarter for message clarification, Drive for relationship building, and Arm Your Champion/Close Deals for sales execution).

Product overview

Goalpost Group is a Michigan-based StoryBrand® Certified B2B marketing agency offering a comprehensive suite of marketing services and structured programs. The offering consists of core service areas (AI Integration, Web Design, Sales Support, Content Creation, Branding, Marketing Materials, Videography & Photography, Ad Creation & Management), three main marketing programs (Kickstarter, Drive, and B2B Sales/Arm Your Champion), and digital tools (Goalpost CRM, AI Employee, Hosting). The company specializes in serving Healthcare, Manufacturing, and Tech sectors, and uses the StoryBrand Framework as the foundational methodology across all engagements. Programs are structured in phases: Kickstarter for initial messaging clarification, Drive for relationship building, and B2B Sales/Arm Your Champion for closing deals with sales training and campaign support.

Differentiator

Problem solved

Functional benefit

Products and services

• AI Integration Service that helps businesses incorporate artificial intelligence into their marketing and sales workflows.
• Web Design Website design and development services using WordPress as the preferred platform for flexibility and client control.
• Sales Support Sales support services including sales alignment sessions, campaign implementation training, and ongoing marketing support.
• Content Creation Content creation services for producing marketing materials, blogs, social media posts, and other branded content.
• Branding Branding services including brand messaging, visual identity, and cohesive branding guide development.
• Marketing Materials Production of marketing collateral including business cards, catalogs, trade show banners, and promotional swag.
• Videography & Photography Professional videography and photography services to bring teams, products, services, and messaging to life.
• Ad Creation & Management Creation and management of advertising campaigns across various platforms including social media and digital advertising.
• Kickstarter Marketing Program Initial marketing engagement program focused on clarifying messaging and developing the client's marketing platform.
• Drive Program Marketing program focused on building relationships by providing consistent value through StoryBrand messaging.
• B2B Sales / Arm Your Champion (AYC) B2B sales program including Sales Team Workshop Series, Ultimate Sales Deck creation, Digital Sales Toolbox, Perfect Proposal Process, and Arm Your Champion methodology to help sales champions effectively communicate brand messaging to stakeholders.
• Close Deals Program Sales training and campaign support program designed to unify sales and marketing efforts, featuring sales alignment sessions and campaign implementation training.
• Goalpost CRM Customer relationship management solution offered as part of Digital Essentials to help manage customer data and interactions.
• AI Employee AI-powered employee tool designed to automate marketing tasks and workflows using artificial intelligence.
• Hosting Website hosting services as part of the Digital Essentials package for maintaining online presence.
• International Commercialization Service helping clients develop international business, avoid expansion landmines, and create long-term profitable revenue streams abroad.

Quantifiable outcome

• Nearly 100 companies trust Goalpost to clarify messaging, elevate branding, develop websites, produce video and photography, build sales funnels, create content, and take social media to the next level

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• Mindset TalentminorStrategic or Co-development PartnerGoalpost Group partners with Mindset Talent, a high-level team building organization. This partnership focuses on empowering staff and developing company culture as part of comprehensive marketing and sales programs.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• KlientBoost: Digital marketing agency specializing in paid acquisition, CRO, and creative services for B2B and SaaS clients. Comparable in mid-market B2B positioning and structured service packaging, with overlap in ad creation and content services.
• Hawke Media: Full-service digital marketing agency offering branding, content, paid media, and AI integration services to mid-market clients. Comparable in offering breadth and growth-stage positioning, though operating at larger scale.
• Ironpaper: B2B marketing agency focused on lead generation and sales-marketing alignment for industrial, manufacturing, and tech clients. Direct peer in terms of mid-market B2B focus, full-stack marketing services, and revenue-driven positioning.
• Single Grain: B2B SaaS and tech-focused digital marketing agency offering SEO, content, paid media, and full-funnel growth services. Comparable in offering breadth, mid-market B2B focus, and structured program delivery to Goalpost.
• Saltwater Creative: StoryBrand Certified marketing agency serving small and mid-market B2B clients with messaging, branding, and website services. Most directly comparable peer — shares the StoryBrand certification, service offerings, and B2B mid-market positioning that defines Goalpost.
• Cardinal Digital Marketing: Healthcare-specialized digital marketing agency providing SEO, paid media, and web design for multi-location healthcare providers. Direct peer for the healthcare vertical focus that Goalpost serves, with comparable service offerings.
• SmartBug Media: HubSpot Elite agency providing inbound marketing, sales enablement, and revenue operations for B2B mid-market companies. Direct competitor in the B2B marketing agency space with overlapping service lines including content, branding, and CRM implementation.
• Revenue River: HubSpot Diamond agency providing inbound marketing, sales enablement, and revenue operations for B2B mid-market companies. Directly comparable in mid-market B2B focus, sales-marketing alignment philosophy, and structured program delivery.

Broad incumbents

• StoryBrand (Donald Miller): Originator of the StoryBrand marketing framework and certification program that Goalpost Group is built upon. While StoryBrand itself is not a competing agency, it controls the IP and certification ecosystem that Goalpost depends on for differentiation.
• WebFX: Larger full-service digital marketing agency offering SEO, web design, content, and advertising services to mid-market and enterprise clients. Comparable in core service lines (web design, content, ads) but operates at significantly greater scale than Goalpost.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Goalpostgroup
• LinkedInlinkedin.com/company/goalpost-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Goalpost Group