Leadership

Sara Nay – A Strategic Leader Shaping Small Business Marketing at Duct Tape Marketing

April 3, 2025
5:50 pm

By: Ray Armstrong

When it comes to marketing, many businesses fall into the trap of chasing trends and implementing tactics without a clear strategy. But for Sara Nay, the CEO of Duct Tape Marketing, marketing is more than just flashy campaigns and quick wins—it’s about strategy, sustainability, and long-term business growth.

From Intern to CEO: A Story of Dedication and Leadership

Sara Nay’s journey with Duct Tape Marketing is a remarkable testament to perseverance and leadership. She began her career at Duct Tape Marketing in 2010 as an intern and quickly climbed the ranks, taking on pivotal roles such as Community Manager, Consultant, Head of Sales, COO, and, most recently, CEO in December 2024.

Throughout her tenure, she has guided and supported hundreds of marketing consultants, agencies, and fCMOs (fractional Chief Marketing Officers), providing them with valuable tools and strategies that help them build more sustainable businesses. Her emphasis on “strategy before tactics” has influenced how many small businesses approach marketing, with a focus on creating lasting results rather than short-term outcomes.

“Good marketing isn’t about selling tactics—it’s about fostering emotional intelligence, creativity, and genuine communication,” says Sara Nay.

Enhancing Small Business Marketing with the fCMO Agency Certification

Duct Tape Marketing, originally founded by John Jantsch, has long been recognized as a leader in small business marketing. Under Sara’s leadership, the company has introduced an innovative new direction with its fCMO Agency Certification Program—a tailored initiative designed to train and certify marketing professionals in a strategic, systemized approach.

This program is particularly valuable for:

Solo marketers
Small marketing agencies (under 10 employees)
Coaches and consultants looking to elevate their marketing strategies

By participating in the Agency Certification Intensive, individuals can access a marketing system that has helped many position themselves as trusted advisors rather than just service providers.

Building a Marketing System That Works

One of Sara’s key philosophies is scalability without burnout. She believes that many small business owners struggle not because they lack leads but because they lack an effective marketing system. With over 30 years of expertise behind Duct Tape Marketing, Sara and her team have helped thousands of businesses build structured, predictable marketing strategies.

Her Strategy First approach emphasizes:

Understanding the customer journey before launching campaigns
Aligning business objectives with marketing efforts
Using AI and automation to optimize marketing efficiency
Positioning agencies and consultants as trusted advisors, not just service providers

Thought Leadership and Industry Insights

Sara Nay is more than just an executive—she is an educator, speaker, and mentor who actively shares her insights on marketing strategy, business growth, and AI-driven marketing. She has spoken at numerous events, led masterminds, and contributed to marketing-focused podcasts where she discusses industry trends.

Some of her key beliefs include:

Marketing without strategy is a waste of time and money
Referrals shouldn’t be your only source of business growth
Selling tactics instead of strategy is a race to the bottom
AI is not replacing marketers—it’s elevating them
Good marketing can’t fix poor sales or operations

Her thought leadership extends beyond just marketing. She focuses on helping entrepreneurs scale sustainably while avoiding burnout.

A People-Centric Approach to Leadership

Sara describes her personal brand as relatable, down-to-earth, and people-centric. Unlike many corporate leaders who focus solely on business growth, she prioritizes work-life balance, team culture, and personal development. Whether she’s working with clients, speaking at events, or mentoring young marketers, her approach remains rooted in genuine relationships and strategic problem-solving.

When she’s not running Duct Tape Marketing, she enjoys exploring Idaho’s outdoors, skiing, and spending time with her husband and two daughters. Her belief in holistic success is what makes her an inspiring figure in the world of marketing and business leadership.

Final Thoughts: Why Sara Nay and Duct Tape Marketing Matter

In an industry filled with short-term tactics and empty promises, Sara Nay stands out as a visionary leader who champions strategic, sustainable marketing. Under her leadership, Duct Tape Marketing continues to empower small businesses and marketing professionals, showing that true success comes from strategy, not just tactics.

With her new role as CEO, Sara is poised to take Duct Tape Marketing into its next phase of innovation, ensuring that marketers and business owners alike can build scalable, impactful businesses—without burning out.

Published by Joseph T.