Marketing 411

Arielle Cohen leads Marketing 411 as the agency's founder and principal strategist, positioning the firm as a marketing partner for roofing and home-service contractors rather than a generalist digital shop. The public founder story on the site is brief; most of the homepage focuses on the agency's process and its portfolio of contractor brands. What the site does make clear is the thesis behind the company: that most marketing vendors serving contractors over-invest in ad spend and under-invest in the brand and website that ad traffic lands on. Marketing 411 frames this as a 'seen, remembered, captured' model, arguing that visibility alone is only a third of the equation and that contractors lose deals because their brand feels forgettable and their websites fail to capture high-intent leads. The agency says it has worked with more than 500 home-service companies, and its client roster skews heavily toward roofers, exterior remodelers, insulation installers, and concrete coating operators. Beyond done-for-you services, Cohen has built a CMO mentorship track aimed at contractors who want to eventually run marketing in-house, which suggests a view of the agency as a capability-builder rather than a permanent outsourced function. The firm also publishes a Contractors Marketing Playbook as a top-of-funnel education piece. Specific credentials, prior employers, or a dated founding story for Cohen are not stated on the crawled page, so the bio here reflects the agency's positioning rather than a detailed personal history.