Episode Summary
This week on An Agency Story, we welcome Dean Heasley, founder of Boro Business Lab, a digital marketing agency based in Murfreesboro, Tennessee. Dean’s unconventional path, from philosophy major to federal analyst to elevator salesman, gave him a unique perspective and passion for serving small businesses.
In this inspiring episode, Dean shares:
- How Boro Business Lab’s “seven-step formula” demystifies marketing for mom-and-pop shops and keeps pricing transparent.
- The story behind Boro Prom, a nostalgic fundraising event that exemplifies their quirky culture and community impact.
- Why listening and integrity are Dean’s top sales tools, and how his introverted nature is a hidden strength in building trust with clients.
Agency Info
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Company: Boro Business Lab
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Guest: Dean Heasley
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Year Started: 2020
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Employees: 11-25
We didn’t set out to do everything, but when clients kept asking us to, we listened. If the market’s speaking, you’d be dumb not to listen.
Dean Heasley
Key Takeaways
Local Businesses Need Simple, Transparent Marketing
Dean and his co-founders developed a seven-step marketing formula tailored for businesses operating within a 10–30-mile radius. Each tactic, ranging from local SEO to email marketing, is priced like a menu item, eliminating the confusion that often plagues agency services.
Introverts Can Thrive in Sales (and Leadership)
Contrary to the stereotype that successful salespeople are extroverted, Dean proves that deep listening and empathy can be just as, if not more, effective.
“If you can help solve a problem, that’s great. If you can’t, you maintain the relationship. Some of my best contacts were people I never sold to.”
Culture Isn’t an Afterthought, it’s the Brand
From a mysterious jar of avocado dip that became office decor to building a wall guests can graffiti, Boro Business Lab doesn’t just offer digital services, they offer a place where fun and meaning coexist. “We take our work seriously. We just don’t take ourselves too seriously.”
Scaling With Integrity Matters
Dean’s mission is bigger than revenue growth: he wants to restore trust in the marketing industry. Many of his clients are small business owners burned by vague, overpriced agency work. Boro Business Lab brings clarity, consistency, and care back into the equation.
Show Notes
- Duct Tape Marketing by John Jantsch — Dean credits this as a foundational influence.
- Isaiah 117 House — The charity supported by Boro Prom.
- Facebook & Instagram: @BoroBusinessLab
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