Our journey to becoming a CRM Studio
Where we started:
Nearly twenty years ago, we set out with a simple goal: to help small businesses compete with the big companies through effective search marketing campaigns. We believed that with the right campaigns, small and medium-sized businesses (SMBs) could hold their own and thrive in local markets.
Over the years, we expanded our services to include SEO, content marketing, social advertising, and design. Naturally, we assumed if we could optimize more channels it would mean more revenue for our clients. But then, we hit a roadblock. And, we started to wonder: What if we were wrong?
Despite driving more traffic and generating more leads, our clients weren’t seeing the results they expected. While they were happy with the numbers, they couldn’t tell if it was translating into real growth for their business. The more leads we generated, the more overwhelmed they became. The result? We started losing clients. We knew something had to change, and fast.
Discovering HubSpot:
In 2012, we dove deep into the world of lead generation, conversion rate optimization, and landing page design to figure out where we were going wrong. That’s when we stumbled upon HubSpot. We quickly realized that HubSpot had valuable insights to offer, but we initially found ourselves needing to better understand how their software could align with our needs.
Curiosity got the better of us, so we reached out. HubSpot took a thoughtful approach in our conversations. Rather than rushing to explain their platform, they engaged us with questions about our agency to ensure we were a good fit. We were intrigued. After going through questionnaires, spreadsheets, and calls, we were thrilled to qualify as the first partner in Denver and the second in Colorado.
That’s when we truly understood HubSpot’s Inbound Marketing philosophy—helping businesses attract, convert, close, and delight customers. It all clicked. HubSpot wasn’t just a solution for our clients’ struggles; it helped shift our entire focus. We could now show clients real results, track conversions, and connect leads to revenue. It was a game-changer.
The missing element:
As the years went on, we grew alongside HubSpot, becoming a full-fledged Inbound Marketing agency. We helped clients grow with SEO, content marketing, and marketing automation, all powered by HubSpot. But even as we continued to drive more leads and traffic, something still felt off. Our clients were still overwhelmed with data, others struggled to follow up on the leads we were driving, and retention rates were falling. And we asked ourselves: What if we were wrong, again?
That’s when it hit us: generating more leads wasn’t the answer. Having added clarity on leads and revenue wasn’t the answer. Sustainable growth requires something deeper—internal alignment. Marketing, sales, and service teams all need to be on the same page, working towards a shared objective. When these teams are in sync, the potential for growth is limitless.
HubSpot CRM Studio:
It’s taken us 20 years of real-world experience to realize this: traffic alone won’t drive growth, and neither will more leads, better tools, or even clarity. If a business isn’t built right from the inside, sustainable, scalable growth just won’t happen.
Today, Brightlark is a HubSpot CRM Studio, helping businesses build stronger, more meaningful customer relationships. By bringing sales, marketing, and service teams together in HubSpot, we make sure everyone’s working toward the same goals, with shared data and streamlined processes.
This alignment drives higher-quality leads, shortens sales cycles, boosts retention, and fuels long-term growth. It’s not about doing more; it’s about doing the right things in the right way, for the right reasons.
Leadership
Matt Walde
Founder and President
Matt founded this agency in 2004 with the mission of making paid advertising approachable and accessible for SMBs in the Midwest. Over the past 20 years, he has expanded Brightlark into SEO, Marketing Automation, Content Marketing, and Sales and Marketing Alignment. Today, as a HubSpot CRM Studio, we plan, design, and implement HubSpot CRM portals for socially responsible businesses.
Matt currently live in Denver, CO, with his beautiful wife and two amazing sons. When he's not working, he's likely at a soccer field watching his boys compete. In Matt's free time, he enjoy golf and cooking—both are definitely works in progress.
Matt Jacoby
Service Director
Matt oversees the operations of our services team and ensures our clients are well taken care of. With 20 years of experience in website development, SEO, marketing automation, and digital marketing, Matt specializes in WordPress, HubSpot and inbound marketing.
Matt currently lives with his wife and 3 children in Madison, WI, is an avid drummer of 30 years, and enjoys geeking out in the arts of music, business operations and entrepreneurship.
Erin Shimamoto
Service Operations Manager
Erin brings over 11 years of expertise in design, communication, and service operations. She excels in optimizing processes, transforming complex challenges into streamlined, effective solutions. Her experience spans both in-house and agency settings, working with a diverse range of clients, from local businesses to global brands.
Based in Milton, FL, Erin enjoys exploring her creative side through various crafts and indulging in her passion for thriller movies, reality TV competitions, and discovering the best dessert spots.
Our Values (Also known as Immutable Laws)
Kind
Be kind, expect kindness, and foster positivity through empathetic and considerate engagements.
Human
Find humor in the moment, treat others as you wish to be treated, value others’ time, and respond promptly and in a friendly manner.
Professional
Express yourself authentically with professionalism in attire, conduct, and commitment to excellence in all interactions.
Organized
Cultivate an organized work environment, including virtual spaces, to boost efficiency and maintain a polished, reliable image in every aspect.
Responsible
Prioritize client work and engagements, ensuring a great experience, and balance it with a commitment to excellence before indulging in personal interests and activities.
We're proud to support businesses that drive positive change in the world:
CodeSpire taught computer coding to students, aiming to build fluency in multiple programming languages and foster creative problem-solving. They offered classes and workshops to inspire the next generation of tech enthusiasts.
As a leading anti-hunger organization in Colorado, Metro Caring works with the community to meet people’s immediate need for nutritious, culturally relevant food while building a movement to end hunger at its root causes.
Urban Peak ignites the potential in Denver youth to exit homelessness and create self-determined, fulfilled lives. Urban Peak provides a full convergence of services for youth ages 12 through 24.
Minds Matter Colorado connects driven and determined students from low-income families with the people, preparation, and possibilities to succeed in college, create their future, and change the world.