Platinum Member Spotlight: Apex Infinity

Meet the Member: Mark Wiggins, Chief Commercial Officer of Apex Infinity

Helping growing businesses scale through data-led marketing and technology.

Founder of Network My Club, Bradley Hatchett, sat down with Mark Wiggins, Chief Commercial Officer at Apex Infinity, to learn more about the business and their networking.

Bradley: For anyone meeting you for the first time, what does Apex Infinity do?

Mark: The simplest way to describe what we do is that we help clients grow their businesses through technology and marketing.

We actually have two closely linked parts to the business. We’re a Salesforce implementation consultancy, and we’re also a performance-led lead generation marketing company.

Coming from the backgrounds of me and our CTO, Bradley Cooper, I’m very marketing led, and he is very technology-led.

A lot of people use Salesforce purely for sales or marketing, but we focus on using it to maximise business growth overall.

Bradley: How does the lead generation side of the business fit into that?

Mark: It can sit alongside Salesforce, but it can also be separate. One thing that makes us different is that we’re not the “colouring-in department” in the nicest way.

We’re not about pretty marketing campaigns for the sake of it.

We’re very data-led. It’s about understanding the client, their target audience, and getting the right message to the right person at the right time to create conversion.

Creativity comes at the end of the process, not the start. The data drives everything we do.

Bradley: What sets you apart from other Salesforce consultancies?

Mark: We used Salesforce as end users before we ever became consultants. A lot of technical agencies understand the technology but don’t understand business.

We understand sales teams, KPIs, and how businesses actually operate. That means we can go into a client and say, “You don’t need all of this – you just need these things.” That gives us a real edge.

Bradley: Who do you typically work with, and who are you looking to work with more?

Mark: We work across industries, but we tend to do a lot in financial services, professional services, IT, and manufacturing. We’re also working more with some non-profits.

Most of our clients are SMEs on a growth journey. That’s where we get the most enjoyment because we can genuinely add value and help them scale. We’re not particularly focused on large corporates – it’s about where we can make the biggest difference.

From a lead generation perspective, we’re especially strong in direct-to-consumer because once you find the sweet spot, it becomes much easier to refine and repeat.

Bradley: Are there certain types of businesses you work particularly well with from a referral point of view?

Mark: Definitely IT companies, cyber security, and brand or creative agencies.

For example, if someone wants something purely aesthetic, we don’t do that – but if they want something that’s driven by data and performance, that’s where we come in.

Bradley: What’s a common misconception about Salesforce and the work you do?

Mark: People think you can just buy a system and it will magically work. Salesforce is incredibly powerful, but if it’s not implemented properly, onboarded correctly, and supported with training, it becomes an expensive waste of money.

People underestimate how much setup and guidance is needed. It’s like buying a Ferrari without having a driving licence.

The system won’t deliver results unless it’s set up and used in the right way.

Bradley: Looking back, what have been some of the biggest milestones for the business?

Mark: We started purely as a Salesforce implementation partner and generated our own business rather than relying on Salesforce leads. Over time, Salesforce started recognising what we were doing, and now they actually generate leads for us – which is a big step forward.

Another big moment was launching the digital marketing side as a standalone business. Around 70% of our clients were asking if we could help with marketing, and it eventually became nearly half of our revenue. At that point, it made sense to formalise it.

Networking has also been huge for us. Not from the standpoint of business generated, but our network has expanded massively. People now know who we are, and that visibility, and support, is incredibly valuable.

Bradley: How has networking supported you, even outside of direct business?

Mark: The value of networking for me is not about money – it’s about helping each other. The trust and goodwill that builds is priceless.

I go to learn about other businesses, see who I know that might be helpful for them, and see if I can offer any insights.

Bradley: How has your approach to networking changed over time?

Mark: I’m much more confident now, but also my expectations.

I walk into events assuming no one in the room will be my client – it will be someone they know.

I set myself a simple goal: if I have five really good conversations, I’ve had a great event.

I’d rather do that than try to speak to everyone, which is exhausting and unrealistic, and keeps me relaxed.

Bradley: Outside of work, what does Mark Wiggins get up to?

Mark: Believe it or not, I’m a beekeeper.

I keep bees and make honey. It’s peaceful, no one bothers you, and it’s a great way to switch off. I’ve also got chickens, enjoy being outdoors, and spending time with the family.

Learn more about Apex Infinity
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