Build a Better Agency Podcast
Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan of Agency Management Institute.
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EP 442: Lead gen and lead magnets are your ticket to consistent sales with Jay Feldman
03/25/2024
EP 442: Lead gen and lead magnets are your ticket to consistent sales with Jay Feldman
After a tough sales year in 2023, many of you have been looking for the next thing to consistently fill your sales pipeline with new prospects. With sales cycles taking longer than before, it’s essential always to have warm prospects teed up and ready to go. But how? The answer is in thought leadership combined with lead gen and lead magnets. Positioning yourself and your agency as an authority in your niche (and giving some of it away for free) generates trust in your agency’s expertise before they’ve officially met you. When done right, lead gen can be mostly automated. And having great lead magnets like a podcast or YouTube channel, or offering a free mini-service to prospects to get them interested in your services will build trust and establish your agency as a thought leader in your niche. This week, Jay Feldman shares his tips and tricks for how his agencies used automated lead gen and lead magnets to still be profitable in a challenging sales year. This episode is packed with actionable insights that you’ll want to take notes on, so make sure you have a pen and paper ready to go, and check out the links in the show notes for all of the programs and tools he mentions during the interview. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: How lead gen and lead magnets turned a bad sales year into a good one Commit to being relentlessly helpful to others What Jay’s agencies used as lead magnets to attract attention from prospects How to retain the clients you close from lead gen Giving big wins early on when working with new clients Establishing trust authority in the first 90-120 days with lead gen clients Cold email tactics that work What defines success for lead gen and lead magnets Scalable lead magnets that bring results Avoiding shiny object syndrome and doing what works for your agency
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EP 441: Finding the right project management software for your team with Alane Boyd
03/18/2024
EP 441: Finding the right project management software for your team with Alane Boyd
We’ve all been here before — your agency grows, and your day-to-day is getting a little too chaotic for comfort. Each team member has their own way of doing things, and no one is on the same page about the best approach to doing recurring tasks. As the agency owner, you’re getting pulled into things that you shouldn’t, becoming the organization’s bottleneck. If that’s you, it’s time to break that cycle with some project management software. With a million choices and a few that have become the industry standard, it’s difficult to pinpoint exactly which is right for your agency. Often, agencies will pick one based on how popular or how pretty it is, and forget about its functionality specific to your agency’s day-to-day needs. This week, Alane Boyd is clearing the fog around project management software to help us decide if we need one — and if so, what tools and functionality we should be looking out for that will get our productivity back on track. Don’t be afraid to take the time to really learn what tools are right for your team, and be generous with how long it takes for the new systems and processes to become sticky. Once you find one that works, your agency productivity will be back and better than ever. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The benefits of project management software Taking your time learning new systems and software The signs an agency is ready for a PM software Questions to ask yourself before choosing which product is best for you Why capacity planning is the most important factor for choosing a project management software How to recognize if you’re using the wrong tool Training your project managers to use a new tool Setting up a project management tool to automate recurring tasks Considering the internal and external integrations of a PM tool that are necessary for your agency Finding a tool that your team is willing to adopt The most common mishaps with picking a project management software
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EP 440: The who, what, where, and why of creating online communities with Drew McLellan
03/11/2024
EP 440: The who, what, where, and why of creating online communities with Drew McLellan
Humans are hardwired to belong, and the desire to be a part of something bigger than ourselves is in our blood. Whether we connect over shared values, a favorite sports team, a hobby, or even just from living near one another, we can find community and belonging all around us. These days, many of us are finding community online through social media and spreading our social nets wider than ever. This leaves a huge opportunity for agency leaders to build their own online communities to help others learn and share their experiences about business leadership, entrepreneurship, or any form of thought leadership in which they excel. Online communities should, first and foremost, be a way to bring people together with shared goals and interests, but the benefits reach far beyond that. With enough time and care, they can become robust sales and networking tools that do the prospecting work for you. But it’s not for everyone, and that’s ok. In this week’s solocast, I’m doing a deep dive into the ins and outs of creating online communities, building an audience online, and how to make sure you’re doing it all for the right reasons. With enough patience, online community building could become your agency’s secret sales weapon that provides perks and benefits for the people in it. For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners In This Episode: What is a community, and how does it relate to work? The difference between an audience and a community Online communities do the selling for you B2B brands have less competition in creating online communities Asking yourself the who, what, where, and why before starting a community How communities make biz dev easier for agencies Being a safe harbor for people as a community leader Community building isn’t for everyone 3 questions to ask yourself to determine if you should build a community or an audience How to build an online community and spread the word about it Having a community is a long game — have a growth plan
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EP 439: Standing out against the noise with personalized client outreach with Dan Englander
03/04/2024
EP 439: Standing out against the noise with personalized client outreach with Dan Englander
Sales cycles are elongated, but that doesn’t mean agencies can’t still win new clients. If we change how we think about and approach prospecting, we can up our client outreach game to really hone in on our right-fit clients without being too sales-y about it. In this episode, I talk with Dan Englander about how to stand out against the competition in our prospecting and outreach efforts. He shares how personalized client outreach can cut through the noise and win us new business more often if we just take the time to commit and dial in our systems and processes. He also shares some tips and tricks for smaller agencies looking to build a sales team for the first time. You’ll learn how to identify the right hire who cares about solving your clients’ issues and won’t just read from a script or phone it in. If you’re among the majority of agency owners who are ready to get out of the slow sales cycle and want to revamp your sales efforts this year, be sure to tune in to this advice-packed episode. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: What are companies looking to agencies for the most? Rethinking when it’s the right time to reach out to prospects A continued move toward specialization and thought leadership How to build and strengthen trust in the sales process Focusing on more than one niche isn’t a bad thing Best practices for personalizing client outreach efforts Consistency is key Walking the walk and talking the talk to build client trust Getting past the noise to stand out in your client outreach How a smaller shop can start building a sales team Common mistakes in sales training
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EP 438: How HR helps you build and grow your agency dream team with Barbara Mason
02/26/2024
EP 438: How HR helps you build and grow your agency dream team with Barbara Mason
In a sharp contrast to the earlier pandemic years, many agency owners said that in 2023, they have the best teams they’ve ever had and want to find ways to keep them around. This is great news, and we want to help keep your agency dream team alive and thriving. To help in that journey, HR expert Barbara Mason joins me to share what agency owners and leaders can do to help make their employees feel like valued team members while staying true to the agency’s mission and values. She is a fountain of knowledge — from interviewing best practices and why HR experts need to be a part of your business to how to create the agency culture you want while caring for your agency employees as whole people. She’ll even share her top 3 secret interview questions she uses to get potential hires thinking about how they fit into the agency’s mission and values. This episode is full of practical and common-sense tips that will hopefully get the gears going and help you keep your agency dream team alive and thriving in 2024 and beyond. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Two simple things that will help you keep your agency dream team happy Transparency goes a long way with agency employees, but know the limits What makes a healthy agency culture? How more introverted business owners can engage and connect with their employees How benefits packages have changed post-Covid Creating agency culture in a hybrid or fully remote environment The importance of knowing what you’re hiring for and interviewing accordingly Motivating agency employees to be more engaged in the work HR’s role in having a succession plan for the business Interview best practices for agency leadership Exercising radical candor in agency communications Employment trends to keep an eye on in 2024 The biggest mistake agency owners make with their people
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EP 437: The #1 business development tool of 2024 with Violet Rainwater
02/19/2024
EP 437: The #1 business development tool of 2024 with Violet Rainwater
Video budgets are up in 2024, which means the demand for video content from clients will be high this year. For agencies, it also indicates that we must start utilizing this incredible business development tool for ourselves to know what’s up when our clients ask about it. Not only that, but video content creation is an incredible medium for agencies in prospecting, connecting with current clients, and gaining valuable data and metrics on what content is engaging to your audience. Are prospects clicking off your video in the first 10 seconds? Are they even opening the email? Or are they going back to watch it again and again? Video tracking and metrics give us all these answers and more. Ready to learn more about what will soon be your best business development tool in 2024? Join us in this week’s Build a Better Agency to discover more about the power of video for agency growth. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: How video helps you connect deeper with people Making videos vs. being a content creator Getting comfortable on camera and remaining authentic Deciding what types of videos you want to create and where to share them 5 ways agencies can use video to connect with clients Teaching clients to use video as a business development tool What video data and metrics can tell us about our content Using video to market and grow your agency
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EP 436: Getting insightful about agency insights for better brainstorming with Chris Kocek
02/12/2024
EP 436: Getting insightful about agency insights for better brainstorming with Chris Kocek
What exactly makes an insight versus just an observation? What are the different types out there? How the heck do we uncover them? This week, we’re getting insightful about insights and laying out the key characteristics of strong agency insights — like inspiring action and reframing problems. Chris Kocek will share his favorite techniques for generating insights during brainstorming sessions, like continually asking “why” like a toddler until you reach some real gold. With agencies feeling more and more pressure these days to stay competitive and continuously innovate, it’s important to know what really gets us to those “ah-ha” moments before building out a whole campaign. And once you uncover those golden nuggets, really selling them to your team for maximum impact is the cherry on top. Join us in this insightful episode to learn how to piece together all of these agency insight strategies from one of the pros. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Getting to the core of the word “insight” Do agencies always need to feel pressured to be insightful? When agency owners should be pushing for more insights from their team The 3 different types of agency insights Inspiring action and problem-solving through insightful thinking The methodology behind building insights How to sell innovative ideas to clients
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EP 435: Why daily timesheets are an agency’s best friend with Drew McLellan
02/05/2024
EP 435: Why daily timesheets are an agency’s best friend with Drew McLellan
If there’s one word that will send any agency owner or employee running for the hills, it’s timesheets. Although one of the most universally disliked words in the agency world, timesheets are still the number one way to detect and diagnose problems within the agency before they become catastrophes. Essentially, they’re your best friend whether you like it or not. Timesheets, especially when completed daily by all agency employees (including the agency owner), will give you invaluable data about your agency’s day-to-day operations and where there’s room for improvement. For agency owners, daily timesheets will show you inefficiencies, areas where more staffing is needed, needs for more training, and so much more. For agency employees, this is your ticket to job security, bonuses, promotions, and recognition for excellent work. Tune in to learn more about why daily timesheets are essential for agency owners and employees and how to get everyone on board with the practice this year. For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners In This Episode: Why early detection matters for agency operations The diagnostic warning signs that your agency isn’t running effectively What daily timesheets show us about our agency How timesheets and time-tracking metrics can boost our profitability Why do them daily vs. weekly? Why timesheets are a good thing and help agency employees defend themselves How to get your team on board
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EP 434: Getting in touch with your natural intelligence for leadership with Rosie Tomkins
01/29/2024
EP 434: Getting in touch with your natural intelligence for leadership with Rosie Tomkins
You’ve probably heard of IQ, EQ, or even SQ (spiritual intelligence), but have you heard of NQ? For those new to the term, it’s natural intelligence, or our ability to tap into our inner wisdom to guide us in our decision-making in the most high-stakes situations. In life and leadership alike, we tend to let our ego get in the way of our decision-making. It’s normal, but it’s not often helpful for reaching our goals or leading our teams effectively. Instead, we should be listening to our natural intelligence to guide our leadership decisions. This is how animals survive in the wild. They don’t have the ability to overthink or hide away from a challenge like humans can. Instead, they innately know how to act in order to stay alive or lead their pack to victory. If we approach leadership in a similar manner, we can access a side of our leadership abilities we might not have known we had. To access it, all we have to do is learn to observe nature and understand our own gut reactions to survival moments. Join us to learn more about finding our personal natural intelligence and how to apply it to agency leadership. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: What is NQ? How to apply natural intelligence to your business leadership The obstacles to us tapping into NQ To tap into natural intelligence, you must know yourself Gaining self-insight and peer insight as a leader What horses can teach us about rotational leadership Coaching NQ abilities out of your leadership teams Trusting your gut and getting over the fear of judgment from peers The different benefits of prey, predator, freeze, and flock mode in business Why having the ability to access different modes can be beneficial in agency leadership
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EP 433: An HR expert’s perspective on hiring and managing talent with Vicky Brown
01/22/2024
EP 433: An HR expert’s perspective on hiring and managing talent with Vicky Brown
It’s clear we can’t keep hiring and managing talent as we used to. Back in the days of the pandemic, and then The Great Resignation right after that, we were afraid to set boundaries and ask for what we needed out of fear of losing great team members. The way we work isn’t the same, either. Many of us are now remote or hybrid, and a fully in-office team isn’t as common as it used to be. So, we have to adapt and change how we hire, train, and problem-solve with our teams scattered all over the place. It’s a mess sometimes, and many of you probably wish we could go back to the simpler days of training new hires through simple observation and shadowing. But we can still make this work for the new era of work. Vicky Brown is sharing some of her HR superpowers with us this week so we can learn about hiring, managing, and retaining great talent, regardless of the work environment. The simple answer is that we must roll up our sleeves and invest time in our people from the very first interview. Join us to dive deeper into the world of HR to discover how to be a better leader while hiring and managing talent so you can make your agency more successful in return. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Leadership’s perspective on remote, hybrid, and in-office workplace structures Agency owner fears regarding hiring and managing talent Getting agency teams engaged and feeling fulfilled with their work How new hire training has changed in the new era of work Hybrid work is the future In-person creative brainstorming is still important in agencies Finding enthusiastic hires who remain passionate and hungry at work How to do behavior interviewing for potential new hires Conducting mid-year HR checkups for taxes, payroll errors, benefits, etc. How to talk to employees about coming back to the office
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EP 432:Helping agencies become AI consulting powerhouses with Casey Meehan
01/15/2024
EP 432:Helping agencies become AI consulting powerhouses with Casey Meehan
This year, agencies are in for many industry changes — and fast. We’ve been scratching the surface a little with AI ever since ChatGPT first dropped, but even since then, everything has changed drastically. To start the year, we’re shifting our focus to learning how agencies can use AI tools to become AI consulting powerhouses. Many agency owners and employees have been learning how to integrate AI tools into their day-to-day over the past year or so, from writing, planning, research, and more. Now, it’s time to take it to the next level (and to our clients). This week, Casey Meehan shows us how agencies can become thought leaders and subject matter experts for their clients using AI tools. Over his time as an agency leader, he has shifted from traditional marketing and PR work to creating content repurposed for AI consulting to teach clients how to harness the power of AI and create personalized content for their audience. Although there’s something new in the AI market each day, it’s an exciting time to take advantage and lead the movement toward becoming thought leaders and experts for our clients through AI consulting work. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Making the shift from traditional marketing and PR to AI consulting work and content creation The cornerstone and cobblestone approach to content creation The new look of agency staffing with AI tools Using AI to make the agency function better internally Bringing personalized results into the sales process with “Just in Time Content” The different modalities of AI chatbots and their unique skills Publishing and promoting content through cited subject matter experts Where agency leaders should be setting their sights on AI tools
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EP 431: Your new content marketing strategy roadmap for 2024 with Robert Rose
01/08/2024
EP 431: Your new content marketing strategy roadmap for 2024 with Robert Rose
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EP 430: What agency employees said will make them stick around longer with Drew McLellan
01/01/2024
EP 430: What agency employees said will make them stick around longer with Drew McLellan
There’s no other way to spin it — agency owners had it rough in 2023. And while we spent all year going over the struggles of agency ownership, one universal positive kept coming up with everyone. Your teams are better than ever, and you want to learn how to keep your agency employees happy, so they stick around. So this week, we’re turning to some of our Agency Edge research to dive into what agency employees said are the key factors that keep them happy and willing to stick around for the long haul. While the assumption is that you’re already fairly compensating them and creating a fair and inclusive workplace, there are some less obvious things that really matter to agency employees. They could even be the difference between a star player staying for 10 to 15 years instead of three or four. This episode will teach you the dos and don’ts of increasing employee retention and really going above and beyond to help your teams feel valued and cared for. It’s got a lot of valuable tips and tricks, so if you’re curious about how to keep your agency employees satisfied, don’t miss out on this episode. For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners In This Episode: Recognizing that not every agency employee will want to stick around forever, and it’s not personal The one thing you should not do to earn employee loyalty Why offering equity or partnership in the company is almost always a bad idea What agency employees actually want from agency owners Setting quarterly growth goals for employees Creating space to truly get to know your people beyond work Rewarding employees for their effort fairly, but not equally Getting agency employees involved in deciding their own perks for excellent work Simply ask your employees what will make them stay Get personal and thoughtful with your praise
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EP 429:Core principles to help agency owners own their day with intentionality with Doug Fleener
12/25/2023
EP 429:Core principles to help agency owners own their day with intentionality with Doug Fleener
It’s easy to get caught up in the chaos of day-to-day agency life. We all have a million things on our to-do lists, and they just keep growing. But part of being a successful agency owner is being present and open to what’s right in front of you. Doug Fleener knows all about what it means to run a business intentionally. With history as a business owner and a rock bottom moment that led him into recovery, he’s had to learn some truths about life the hard way. But from that, he has developed some core principles to help business and agency owners live more intentionally. His six core principles can help anyone start their day on the right foot to make incremental but powerful life changes. All it takes is one day to wake up and decide to make positive changes, and if you take anything away from this episode, it’s that intentional actions create intentional results. This episode is packed with action items that are not only simple concepts but also easy to implement. I have no doubt that Doug will leave you feeling inspired and ready to start 2024 with a fresh set of eyes and a renewed inspiration to take intentional action toward making your year great. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Learning to live in the day and making each day a little better Taking responsibility of yourself to make positive change Intentional actions create intentional results Practicing relentless simplicity in life and business Thinking of 3 things you can improve each day Micro habits that feed greater improvements Helping others to help yourself Mastering the ability to be present Having more intentionality throughout your day Implementing the 6 core principles and applying them to your business
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EP 428: How to create a productive hybrid work environment with Felice Ekelman and Julie Kantor
12/18/2023
EP 428: How to create a productive hybrid work environment with Felice Ekelman and Julie Kantor
Remote and hybrid work environments are here to stay. While some agencies have successfully returned to the office full-time, and some may have never even left, many agencies are still struggling to crack the code on hybrid work without upsetting their employees. It’s a difficult balance, but it has become ever-important as these demands begin cementing into our work culture. And if you’re working with creatives, the conversation around a hybrid workplace has probably been even louder. So this week, we’re joined by Felice Ekelman and Julie Kantor, authors of , to teach us how to approach these conversations and transitions from a legal and psychological point-of-view. We all know that as agency owners, there’s nothing more expensive or as valuable as our employees, and we just want them to be happy working with us. So tune in to learn how to have these conversations and set expectations around hybrid work environments so we can all have a better agency together. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The making of the Thrive With a Hybrid Workplace book The shifts and trends of hybrid and remote work post-covid Creating a balance in a hybrid work environment The challenges for agency leaders in creating a collaborative hybrid work environment and maintaining communication What type of training agency leaders need to build a thriving hybrid work culture How to develop productivity benchmarks without the ability to observe in person Getting agency leaders out of the fear mindset and setting appropriate boundaries with agency employees
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EP 427: Building an innovation strategy to co-create ideas with your clients with Atif Rafiq
12/11/2023
EP 427: Building an innovation strategy to co-create ideas with your clients with Atif Rafiq
Agencies are under more pressure than ever to be innovative. While it used to be easier to solve your clients’ problems and wow them with a great solution, these days, it’s much harder to do that with the bar constantly moving. This is why it’s essential to develop an innovation strategy. Wouldn’t it be nice to bring a lofty, innovative idea to a client and have them be over the moon and excited to be a part of the process? With the right innovation strategy, that dream can be a reality. An innovation strategy can help your team jumpstart the creative and problem-solving process while leaving room for co-creation and collaboration with your clients. This streamlines the creative process and takes the pressure off you and your team to have all the answers while you search for the solutions to their problems. Tune in to learn how your agency can become problem-solving and innovation experts by asking the right questions, enacting decisive decision-making, and building out a creative workflow. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The hardest part of innovation Collaboration is key for driving innovation Boiling down the “how” of problem-solving and innovation Creating an upstream methodology — the question-asking stage Getting a client to buy into an innovative idea The importance of collaboration and outside input for an innovation strategy The landmines to be aware of in the upstream production stages Workshopping ideas to produce quicker outcomes
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EP 426: Dialing in your biz dev strategy for 2024 with Lee McKnight Jr.
12/04/2023
EP 426: Dialing in your biz dev strategy for 2024 with Lee McKnight Jr.
It’s no secret that 2023 has been a rough year for most agency owners. Between the elongated sales cycles, shrinking prospect budgets, and the need to re-evaluate some of our own expenses that have been piling up, many of you are feeling burnt out. But it’s not all bad news. There’s still time to take a fresh look at how you want to run your agency in 2024 and pull yourself out of the trenches if 2023 has gotten the better of you. This episode will focus on what we can be doing differently in 2024 in our biz dev strategy, which will make next year a little less stressful for us. We’re taking a look at the data that Lee McKnight Jr. and his agency have compiled from many agency owners about their experiences throughout 2023. And while many of you were plagued with lower-budget prospects, dried-up client referrals, and slowed client growth, this leaves a glimmer of hope that the pendulum will swing the other way for us next year. So don’t miss this episode to learn how to dial in your biz dev strategy and prepare for what we hope is an exciting new year full of new prospects, bigger returns, and, of course, happier agency owners. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The strain on obtaining new business in 2023 and its effects on agencies How agency owners have been coping with elongated sales cycles The importance of staying vigilant in business development even when work is abundant Shrinking prospect budgets and diminishing returns on new business Keeping up with client outreach, especially in an elongated sales cycle The biz dev strategies that still work to obtain new business What to expect from a new business manager The four prongs of biz dev that will still get you out of a rut What outbound efforts are still working on clients The biz dev strategies that are working and what to avoid in the new year
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EP 425: The agency owner’s game plan for 2024 with Drew McLellan
11/27/2023
EP 425: The agency owner’s game plan for 2024 with Drew McLellan
2023 is quickly coming to a close, so it’s time for agency owners to start thinking about the year ahead to come up with their 2024 game plan. With holiday hibernation quickly approaching for most agency owners, this is the perfect time to reflect on 2023 and start thinking about what we want to improve for 2024. Many of us are coming out of a less-than-ideal year that threw us a lot of curveballs. So, if this year wasn’t your year, what game plan can you develop to make 2024 even better? This episode is packed with a ton of action items that will set you on the path to getting your agency on the right track as soon as you’re back from the holidays. Whether you’re looking to tighten up your budget, grow your existing clients, reevaluate your team, or even find more time to do something memorable this year, this episode has everything you need to do to make your game plan and stick to it. For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners In This Episode: Making a game plan aligned with the legacy you want to leave Creating a budget and aligning your expenses to it Connecting better with your team to help them grow Have a career path for every position Improving your leadership team, including the agency owner Identifying A, B, C, and D players Having a growth plan for existing clients Finding your niche and owning it How will you show your clients and team you appreciate them? What is one thing that would make 2024 unbelievable for you?
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EP 424:The key to winning over right-fit clients in any economy with Jason Swenk
11/20/2023
EP 424:The key to winning over right-fit clients in any economy with Jason Swenk
Finding right-fit clients, especially in a slow economy, is always a frustrating task. For the past year or so, agency owners have been expressing more and more frustrations over finding and keeping good clients at the right price point. In this episode, Jason Swenk shares some tips and tricks about what he sees agencies doing right when it comes to client acquisition that keeps them profitable even in the toughest economies. He shares the 3 main channels where agencies can find right-fit clients — hint: it’s got nothing to do with referrals — that position your agency as a must-have problem solver for prospects. If you’re ready to find the perfect clients, get paid what you’re worth (or more), and make them feel like they can’t live without your services, this is your episode. You’ll learn some tangible tips for impressing clients and staying ahead of the curve to keep them interested. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: What the agencies who are getting new clients are doing right Getting clear on the types of clients you want to go after Why you shouldn’t rely on referrals as your main client go-getter Figuring out how to solve your clients’ problems innovatively The 3 main channels you should be resourcing to find right-fit clients Why podcasting is one of the greatest inbound sales channels Creating an attractive offer ladder without using retainers What does the agency of the future look like? 2 of the biggest challenges agencies need to anticipate for the future
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EP 423: How to ask like an auctioneer when making negotiations with Dia Bondi
11/13/2023
EP 423: How to ask like an auctioneer when making negotiations with Dia Bondi
We’ve all lowballed ourselves when going into negotiations. Whether it was for a raise, a proposal to a new client, a request to be a keynote speaker or a promotion, we’ve probably left opportunity on the table without even realizing it. The good news is that it’s extremely common, so you’re not alone. But the bad news is that you could probably be getting so much more than you realize, but you’re not asking in the right way. This week, Dia Bondi teaches us how to ask like an auctioneer in negotiations. At auctions, you’re not looking for an immediate yes. You’re searching until you ultimately find that no, and that’s where the fun really begins. You never know what you can get until you ask, but if you never receive that initial “no” and start the negotiation process, you’ll never know where the ceiling of potential is for your ask. So, in this episode, Dia encourages us to step out of our comfort zones and challenge ourselves to maximize our potential to further ourselves and our careers by learning to ask like an auctioneer. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: What it means to ask like an auctioneer Finding your ZOFO Why you should always look for a no to maximize the potential of your proposals The 4 different types of asks you can make What to do when you’re met with a no The Boomerang Effect that can turn a no into a yes later on The 6-step framework that will build your confidence in negotiations Letting go of asking for what you think you deserve What to do when the “no” is a hard no
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EP 422: Optimizing agency operations with 90-minute business ‘sabbaticals’ with Alyson Caffrey
11/06/2023
EP 422: Optimizing agency operations with 90-minute business ‘sabbaticals’ with Alyson Caffrey
Usually, a sabbatical is for people who need time to rest and recharge. But did you know that sabbaticals are important for your agency operations, too? This week, we’re taking a different approach to the ongoing conversation we’ve been having about systems and processes, agency operations, and ways to optimize your business growth. From Alyson Caffrey’s perspective, it’s not just employees and agency owners who need time to rest and recharge — your business does, too. Blocking out time to work on biz dev and improving systems and processes is the break your agency needs in order to grow. Like training for a marathon, an agency needs time to rest and create muscle memory around new agency operations. With these dedicated mini sabbaticals, not only will your agency be more optimized, but it will increase your agency value when it’s time to start working on succession planning. You literally can’t afford not to try this method out. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The two traditional forms of sabbaticals people take What is an agency sabbatical? How we can weave sabbaticals into our daily, weekly, monthly, and quarterly routines Setting boundaries that help you weave rest into your work routine What it means to allow rest for the agency How to retrain your team to protect their time and use it purposefully Getting agency operations to function flawlessly without bottlenecks Identifying which systems and processes to document and how to break them down into more manageable pieces Starting where you’re at without pressuring yourself to be perfect
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EP 421: Improving systems and processes to complete projects in 2 weeks with Michelle LaBrosse
10/30/2023
EP 421: Improving systems and processes to complete projects in 2 weeks with Michelle LaBrosse
Productivity means profitability. One of the key ways to boost your productivity is to hone in on your systems and processes to get things done faster and more efficiently without bottlenecking your creative process. This week, we’re chatting with Michelle LaBrosse, a systems and processes expert, about how agency owners, teams, and even clients can work together to be faster and get projects done in as little as two weeks. Sound too good to be true? It won’t after the hour is up. Michelle has been perfecting agency systems and processes for decades, and her methodology has become standard practice for many. Her tips and tools for boosting productivity and project efficiency will leave you wondering why you haven’t adopted these systems and processes sooner. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Breaking deliverables and projects into 2-week deadlines Getting everyone on the same page about what “done” means How having more systems and processes can aid creativity How to get the client on board with your process Getting away from overcomplicated systems and processes The process behind creating simple processes Making tools fit the workflow, not the other way around How agency owners and leaders can respect new systems and processes Owning your distraction issues that stifle productivity
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EP 420: Setting realistic budget and growth goals for 2024 with Drew McLellan
10/23/2023
EP 420: Setting realistic budget and growth goals for 2024 with Drew McLellan
Many agency owners want to see 20% growth (or more) year over year while staying profitable. This goal isn’t entirely unrealistic, but the bigger you get, the harder it is to maintain such impressive numbers if you’re not investing resources in the right things to support that growth. For this week’s solocast, I have some homework for you to do to help you see if you’re prepared to meet your growth goals in 2024. Don’t worry; we will do it together while I walk you through how to crunch the numbers step-by-step. If you want to follow along, grab your P&L statement and our growth goal worksheet linked below, and get ready to do some math. By the end of this episode, you’ll have a much clearer picture of where your agency is at financially and what level of growth you can support next year based on the numbers we calculate today. For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops and more. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners In This Episode: The basics of staying at 20% profit while doubling in size The mistakes we often make when setting end-of-year growth goals How to set a healthy growth goal based on your agency stats Why attrition affects your growth goal, and how much Emphasizing the role AEs play in growing clients What your agency needs if you plan to grow more than 15% year over year Which tough decisions agency owners need to make to hit growth goals The importance of niching down to boost growth
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EP 419: Decoupling from the day-to-day grind as an agency owner with Lien De Pau
10/16/2023
EP 419: Decoupling from the day-to-day grind as an agency owner with Lien De Pau
One of the most common questions we still receive is about how to decouple yourself from the day-to-day grind of agency life and finally get to focus on being an agency owner. Many of us became accidental entrepreneurs and owners, and now that we have teams to lead, it can be hard to stop doing the old work that got us started on this journey. This week, Lien De Pau is giving us a roadmap for successfully decoupling ourselves from the daily grind so we can start focusing on biz dev, sales, admin, and other tasks that often get put on the back burner in favor of things that we could easily delegate or outsource. The key to growing (and eventually selling) an agency is to get out of your own way and become irrelevant to the business. Join us to learn how to start advocating for your own success as an agency owner and get out of the daily grind holding your agency back from reaching its peak potential. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The mindset work that begins the process of removing yourself from the day-to-day Hiring out your weaknesses to others Letting go of your ego getting in the way The 5-step roadmap to decouple yourself from the agency How creative agency owners can productize their services to facilitate SOPs The roadblocks agency owners face when stepping away from the day-to-day Acting like an entrepreneur vs. an employee Leveling up as an entrepreneur How agency growth is linked to your success in the decoupling process
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EP 418: Redesigning agency culture in a new remote and hybrid world with Gustavo Razzetti
10/09/2023
EP 418: Redesigning agency culture in a new remote and hybrid world with Gustavo Razzetti
Shifting agency culture has been a huge point of contention for many agency owners since the beginning of the pandemic. For some, it’s brought a lot of challenges in understanding how we can work as a team while being scattered around, while others have embraced the changes and have tried to adapt the best they can. However, it can still be challenging to fully adapt to how quickly agency life has changed in just a few years. Our guest today, Gustavo Razzetti, has one simple message for us — it’s time to accept that agency life as we know it has changed forever, and we need to figure out what that means for us and our teams. Agency culture may never be the same, but we shouldn’t be less successful because of it. Join us in listening to our discussion about creating an effective agency culture for you and your team, whether hybrid, remote, or trying to figure out something entirely new. There is no one-size-fits-all approach, but we can at least help get the wheels spinning so you can figure out where to begin. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Why agency culture is so important today compared to in past decades Creating a workplace culture that makes people want to work there AND stay Welcoming communication and collaboration in remote or hybrid teams Getting a facilitator involved in agency culture shifts Trialing new ideas and work strategies before fully committing Workplace trends that are coming, and what’s here to stay Why the 9-5 is dead, but the 4-day work week isn’t the solution Flexibility goes both ways Helping clients overcome common remote workplace challenges Involving employees in problem-solving earlier in the process How owners and leaders can create a strong agency culture in a new modern work environment
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EP 417: The art of perfecting presentations for agency employees with Michael Weiss
10/02/2023
EP 417: The art of perfecting presentations for agency employees with Michael Weiss
No matter how experienced you are, everyone gets nervous before getting up in front of a room full of people to speak. The adrenaline starts pumping, and you start doubting yourself and your ideas a little bit. It’s a universal experience we’ve all felt at least once in our lives. Michael Weiss is here to teach us that giving presentations doesn’t have to be the stressful, nerve-wracking experience we often make it out to be. When you boil it down, it’s just an exchange of ideas you’re gifting to your audience. And with enough rehearsal and understanding of your speaking style, it can be engaging and fun, too. If you have a sales pitch, an important client presentation, or even a big presentation on stage at a conference coming up, be sure to refer back to this episode to learn professional strategies for how to deliver an informative presentation while keeping your audience engaged and interested. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: Helping people recognize they’ve earned the right to be on stage Understanding that the audience wants you to succeed Why you must always rehearse before presentations, and for how long Getting more comfortable with rehearsing presentations How agency leaders can set great examples for the team with presentations Finding a groove when presenting with multiple speakers Honoring your speaking style and giving engaging presentations How to have brilliant and clear slide decks Reading the audience and keeping them engaged
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EP 416: Teaching AEs how to grow your existing client base with Mark Riggs
09/25/2023
EP 416: Teaching AEs how to grow your existing client base with Mark Riggs
With new client acquisition at an all-time low, it’s more important than ever to focus on growing your existing client base. In fact, 60 to 70 percent of your net new revenue should now come from existing clients to continue being profitable. This means it’s time to teach your AE’s how crucial it is to know how to navigate agency math, foster agency growth, and sell new, innovative ideas to your existing clients. Many AEs don’t realize it’s their job to do these tasks, which means there’s room for improvement from agency owners to teach them these skills so your agency can continue to grow in a difficult economic time. In this episode, we’ll cover topics like the roles AEs play in agency growth and growing existing clients, how to adjust your work scope over time to remain profitable, the importance of bringing innovative ideas to your clients, and many more actionable items for your team to learn and grow from. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: How to get 60 to 70 percent of your net new revenue to come from existing clients The cost of acquiring new clients over growing existing ones How to adjust a growing work scope with a client over time The importance of teaching AEs agency math and how we make money Where AEs need to step up to help grow the existing client base Allowing clients to talk about the problems they need to be solved How we frustrate our clients by being too timid Being a catalyst for bringing experts together to solve your client’s problems
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EP 415: Getting the most out of an M&A as a buyer or seller with Drew and Danyel McLellan
09/18/2023
EP 415: Getting the most out of an M&A as a buyer or seller with Drew and Danyel McLellan
There’s more M&A activity amongst agencies than ever before. As agency owners get older and running the business becomes more stressful, many owners are running out of gas and looking for a reset. This means there has never been a more perfect time if you’re looking to buy an agency. And if you’re looking to sell, it might go faster than you anticipate. We know that M&As are stressful on both sides of the deal, no matter how much you plan ahead. So this week, we’re taking a deep dive into the whole process — how far in advance to plan your sale, valuation, succession planning, dealing with the emotions behind it, and much more. Even if you’re not planning to sell your agency right now, eventually, this will become a reality, and it’s always better to be ahead of the curve. So don’t miss this longer episode packed with tips for passing the torch and preparing for the future of your agency. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners What You Will Learn in This Episode: Why M&A activity is so high right now The strongest factors that will determine agency valuation How to assess your agency valuation Preparing 3-5 years in advance for an M&A Passing the torch to a new owner and being the buyer’s cheerleader Giving your employees the opportunity to be an internal buyer Preparing for an M&A for both a buyer and a seller Expenses to expect when preparing for a sale on both sides
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EP 414: 9 traits that will make your agency known for its best-of-class service with Susan Quinn
09/11/2023
EP 414: 9 traits that will make your agency known for its best-of-class service with Susan Quinn
Does your agency have what it takes to provide best-in-class service to your clients? According to Susan Quinn’s research, there are 9 traits that an agency should have in order to get there. It’s not always about being the fastest or having the best prices. In fact, it’s almost never about price when you’re providing top-notch service. What it ultimately comes down to is living by your agency’s core values, innovation, and an intense focus on quality. Susan Quinn and her team have been living by these traits so well that they began studying them to find out just what makes the best client experience and best-in-class service. So, if you’re ready to take your agency to the next level and partner with next-level companies, tune in to learn how they constantly improve their client experience and how you stack up against the competition. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The basis for the research about the 9 traits of agencies with best-in-class service Breaking down each trait Why adopting the 9 traits will set your agency up for continued growth How Susan’s agency conducted their research The 3 ways C-Suite employees categorized their best-in-class status How niching down has changed Susan’s agency over decades The importance of partnering with other agencies with the same core values Why you and your agency should always be learning and innovating
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EP 413: The “why” mindset strategy for better agency communication with Linda Perry
09/04/2023
EP 413: The “why” mindset strategy for better agency communication with Linda Perry
Do you know the “why” behind the work you do? If not, it might be time to find out. Understanding the motivation behind why we show up and feel connected to our work is key to personal happiness and effective interpersonal communication. As it turns out, there are nine “whys” that we could categorize ourselves into that affect agency communication and connectivity. Knowing where we fall on that spectrum, especially as agency owners, can remove blocks and help your agency reach its goals faster and more effectively than doing things the same old way we always do them. If your agency has a lot of goals, but the team sometimes struggles to execute them, it might be time for the “why” mindset strategy that our guest, Linda Perry, is teaching us about in this episode. Because at the end of the day, your people are your greatest asset, and knowing how to communicate with them how they receive it best is a recipe for success. A big thank you to our podcast’s presenting sponsor, They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners . What You Will Learn in This Episode: The mindset perspective that helps agencies reach their goals faster Getting to the bottom of limiting beliefs that prevent us from growing The what, the why, and the how for better agency communication Creating connectivity between agency owners, leadership, and team members The agency owner’s responsibility is to create moments of connection How to navigate different “whys” and assign tasks accordingly How the “why” mindset strategy aligns with the agency’s mission, vision, and values Understanding a client’s “why” for better sales strategies
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