All In Company · Co-founder and CMO · 2021 to 2024
The face, the copy and the sales
R$1M+ in the e-commerce’s first year · 100+ clients · R$10M+ in client revenue our projects helped generate.
All In started as an e-commerce and became a marketing and sales agency for local businesses. I was the creative and commercial half of the partnership.
Fact sheet
- Role: co-founder and CMO: brand, creative, copy, sales, client strategy and launch coordination
- Period: 2021 to 2024
- Team: my partner and me at the start; 11 people at the agency
- Scope: e-commerce, social media, media buying, sales funnels, landing pages, CRM and automation, sales training, launches and email marketing
- Key result: 100+ clients and R$10M+ in client revenue our projects helped generate
Context
My partner and I are mechanical engineers from UFOP. In 2021 we put R$500 each into a dropshipping store, All In Commerce. It passed R$1M in revenue in its first year, and that is where I learned digital marketing by doing it. Then we turned the operation into an agency for local businesses.
The problem
Local businesses rarely have marketing and sales working together. A good ad brings a lead that nobody answers well, and a good salesperson has nobody to talk to. They needed positioning, traffic and a sales process at the same time, from one partner.
What I did
Four chapters, mapped below: the store that taught me the craft, the agency, launches with experts, and email running through all of it. In every one I was the face, the copy and the sales: I recorded the ads and the content, wrote and validated the copy, led the main client strategies and brought in the clients.
Key decisions
| Evidence | Decision | Trade-off |
|---|---|---|
| In our store, email converted better than paid ads | Treat email as a sales channel, not a newsletter | More writing on every launch and every flow |
| Leads were lost between the ad and the sale | Sell marketing and the sales process as one service, with CRM, script and training | A longer, 12-month engagement |
| Local clients needed the same foundation every time | One method: three pillars and five phases | Less room for one-off requests |
| Experts needed a whole launch, not just ads | Co-produce and coordinate the full funnel | Shared risk with the expert |
Results
- R$1M+ in revenue in the e-commerce's first year
- 100+ clients across the agency years, with a team of 11
- R$10M+ in client revenue our projects helped generate
- Launches co-produced with five experts; our first launch with Bia Meneses passed R$100K
What I learned
- Marketing that stops at the lead is half the job. The sale has to be designed too.
- Owning the creative, the copy and the sale shortens every feedback loop.
- Email is the cheapest salesperson a business has.
How it fits together
One store, one agency, four chapters.
The store taught me the craft. The agency sold it to local businesses, the launches took it to experts, and email ran through all of it.
What I carried through all four
- The face of the brand
- Copy
- Sales
- Client strategy
01 · 2021
A dropshipping store as my marketing school
In the store I learned digital marketing by doing it: KPIs, media buying, sales funnels, customer success, and our own landing pages, designed, coded and automated by us. I was the creative half: I recorded the videos, made the images, learned to edit both, wrote the copy and handled sales. My partner ran the paid traffic.
- Videos and images
- Copy and offer
- Paid traffic
- Landing pages and automation
- Email flows
- Sale and customer success
What the store taught me
- 01KPIs
- 02Media buying
- 03Sales funnels
- 04Customer success
- 05Landing pages
- 06Code
- 07Automation
- 08Email marketing
Then we turned it into a service for other businesses
02 · 2021 to 2024
Marketing and sales for local businesses
We turned the operation into a full-service agency. The service covered what a local business needs to acquire customers: social media, media buying, sales funnels, landing pages, CRM and automation, sales scripts and sales training, with A/B tests along the way. I was the brand and the face that sold it: I recorded the ads and content, led the main client strategies, validated the copy and brought in the clients. When a case got hard, the team brought it to me.
- Onboarding: intake, method, briefing
- Shop window: Instagram, editorial line, sales page
- Ads: account audit, funnels, creative direction
- Sales: CRM, script, sales training
- Follow-up: metrics, recurring training, planning
01
Positioning that sets you apart
- Instagram structure
- Sales page
- Brand manual
02
Authority at scale
- Paid traffic funnels on Meta, Google, TikTok and YouTube
- A funnel to grow the base
- A funnel to convert it
03
A sales process that holds
- CRM setup
- Sales script
- Sales team training
A 12-month cycle, with daily support, recurring sales training and two planning meetings a month
03 · 2021 to 2024
Launches co-produced with five experts
Beyond local businesses, we co-produced launches with five experts, and I coordinated all of them. One I can name is Bia Meneses, a social media expert: we ran her evergreen funnels and one-off launches of her mentorship, with the whole email and WhatsApp side. Our first launch with her passed R$100K in revenue.
- Coordinating the whole launch
- Funnel, email and WhatsApp copy
- Co-production
- Audience and content
01 · Warm-up
02 · Cart open
03 · Remarketing
04 · Evergreen
WhatsApp groups
First launch with Bia Meneses: R$100K+ in revenue
04 · 2021 to 2024
Email that sells, not just informs
Email runs through the whole story. In our own store, the email flows converted better than the paid ads. At the agency we wrote email for the clients who needed it, mostly experts with launches, plus newsletters and remarketing for other businesses. We used Mailchimp and MailerLite.
Tools
- Mailchimp
- MailerLite
In our store
Email converted better than the paid ads.
- 01Warm-upLaunches
- 02Cart openLaunches
- 03RemarketingLaunches and local businesses
- 04NewsletterClients who needed a regular voice
- 05Store flowThe e-commerce