317. Turn AI Disruption into Agency Opportunity, with Leslie Carruthers
Release Date: 10/01/2025
346. The Modern Agency Content Playbook, with Roger Nairn
The Innovative Agency
On this episode of The Innovative Agency Podcast, Sharon Toerek welcomes Roger Nairn, co-founder of JAR Podcast Solutions, to reveal why long-form content has become one of the most powerful tools for building trust, authority, and meaningful engagement in a fragmented digital landscape. Roger challenges the notion that shorter is always better and makes a compelling case for depth, authenticity, and consistency as the true drivers of connection. He details what separates forgettable content from shows that genuinely move the needle, how agencies can transform underperforming podcasts into...
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345. Win the Post-Click Advantage, with Shamir Duverseau
The Innovative Agency
If your agency is still measuring success by clicks alone, you may be missing where the real opportunity begins. On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Shamir Duverseau, Managing Director of Smart Panda Labs, to explore what happens after the click… when a prospect lands, evaluates, and decides whether to trust you or to leave. It’s a stage many agencies overlook, yet it’s where revenue is either won or quietly lost. Shamir challenges the traditional, linear view of the customer journey and makes a compelling case for why the “post-click...
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344. Where Creativity Meets ROI, with Greg Beauchamp
The Innovative Agency
On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Greg Beauchamp, Founder of Bindery, for a thoughtful exploration of what it really means to build a modern creative agency. Greg has crafted a unique model,one that intentionally blurs the lines between original filmmaking and branded content. He’s navigating how to honor creative ambition while still delivering consistent commercial results. Greg details the evolving role of creativity in today’s agency landscape, from building emotionally resonant work for clients to investing in original intellectual property...
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343. Designing Experiences That Stick, with Derek Gwaltney
The Innovative Agency
On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Derek Gwaltney, CEO and Founder of Atlas Experiences, for a conversation about what it really takes to build lasting connections in a world dominated by digital noise. Derek shares his journey from the lottery industry into experiential marketing, and how that path shaped his perspective on engagement, loyalty, and trust. Derek shares why immersive experiences, when done right, go far beyond one-and-done excitement, and instead become powerful drivers of brand affinity and long-term relationships. He details how agencies...
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342. The New Playbook for Indie Agencies, with Doug Zanger
The Innovative Agency
This episode of The Innovative Agency Podcast welcomes Doug Zanger of Indie Agency News, to discuss what it really takes for an independent agency to stay competitive and relevant in a market that’s shifting faster than ever. With a background that spans radio, journalism, and a deep commitment to the indie agency community, Doug brings a unique lens to what’s happening across the industry. He explores forces reshaping the business, from economic pressure and changing client expectations to the accelerating impact of AI and emerging technologies. Doug reveals how successful indie agencies...
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341. What Innovations Means for Agencies Now, with Jeff Brecker
The Innovative Agency
What does it really mean to be an “innovative agency” in 2026? Are we chasing the right signals, or just the loudest ones? On this episode of The Innovative Agency Podcast, Sharon Toerek sits down with Jeff Brecker, Partner in Innovation and Growth at Siberia, for a conversation about what innovation actually requires today. As AI dominates headlines and agencies feel mounting pressure to keep pace, Jeff challenges the notion that innovation is about adopting the latest tools. Instead he reframes it as the ability to solve real client problems in more meaningful, strategic ways. Drawing on...
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340. Your Agency By the Numbers This Year, with Jody Grunden
The Innovative Agency
This episode of The Innovative Agency Podcast welcomes Jody Grunden, Partner at Anders Virtual CFO and one of the most trusted financial advisors in the agency world. As technology reshapes how agencies deliver value and AI accelerates the pace of change, many agency leaders are asking the same questions: Are our pricing models still sustainable? Are we truly profitable? And are we planning well enough for what’s coming next? In this conversation, Jody brings decades of experience guiding agencies how to rethink the fundamentals of their financial strategy, from moving beyond hourly billing...
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339. Video That Converts, with Tim Bradley
The Innovative Agency
On this episode of The Innovative Agency Podcast, Sharon Toerek chats with Founder of Pennant Video Tim Bradley, about the strategic role of video in today’s agency landscape. Video is no longer just a top-of-funnel awareness play or a flashy add-on to a campaign. Done right, it’s a powerful mid-funnel engine that builds trust, nurtures prospects, and drives meaningful movement toward decision. Tim shares how his entrepreneurial journey led him to develop a distinctive mid-funnel video marketing framework designed specifically to create real impact for B2B brands. If your agency is looking...
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338. Turn Data into Loyalty, with Zino Rost van Tonningen
The Innovative Agency
On this episode of The Innovative Agency Podcast, Sharon Toerek is joined by Zino Rost van Tonningen, CEO and Founder of TyrAds, for a look at how reward-based marketing is redefining engagement in a mobile-first, data-driven world. As agencies wrestle with first-party data strategies, evolving privacy regulations, and the accelerating influence of AI, it feels increasingly complex to connect technology, marketing, and measurable growth. Zino helps us cut through that complexity. He shares how reward-based models, particularly within mobile apps and gaming environments, are unlocking powerful...
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337. Price for Outcomes, Not Hours, with Jonathan Stark
The Innovative Agency
This week on The Innovative Agency Podcast Sharon Toerek welcomes pricing strategist Jonathan Stark for a candid conversation about breaking free from the cycle of trading hours for dollars. If you’ve ever wrestled with pricing your work, defending your margins, or responding to clients who default to hourly expectations, this episode will challenge the way you think about value and your agency’s future. Jonathan shares his journey from tech management to becoming a leading advocate for value-based pricing, explaining why hourly billing often undermines both profitability and client...
info_outlineToday on The Innovative Agency Podcast, Sharon Toerek is joined by Leslie Carruthers, Founder of The Search Guru, for a conversation that every agency leader needs to hear right now. Generative AI isn’t just a shiny new tool, it’s rewriting the rules of search, visibility, and how clients find their next partner.
If you’ve seen your organic traffic slide or you’re struggling with how to guide clients through this AI-driven shift, this episode is for you. Leslie brings decades of search expertise and lays out exactly what’s at stake for agencies today, along with the bold moves that can turn disruption into opportunity.
From navigating traffic declines to rethinking your agency’s value proposition, Leslie shares practical steps to help you stay relevant, profitable, and positioned to thrive in a rapidly changing landscape.
What you will learn in this episode:
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Why AI is causing dramatic drops in organic and paid traffic, and what agencies can do to respond
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How "findability" and SEO are evolving in the era of LLMs, generative engines, and answer-based search
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What agency leaders should be teaching clients about getting cited and discovered by AI-driven platforms
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The critical importance of brand originality, multimodal content, and strategic thought leadership
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How agencies should rethink pricing, value, and positioning in light of AI-powered content creation
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Where human expertise and insight remain indispensable
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Smart ways to experiment with AI tools, agents, and workflow automation
Bio
Leslie Carruthers is the Founder and President of The Search Guru, a digital marketing agency helping B2B enterprises drive measurable growth. With over 25 years of experience, she is a recognized expert in AI-driven marketing, SEO, and conversion optimization. A graduate of Ohio University’s E.W. Scripps School of Journalism, Leslie has trained, consulted for, and executed strategies for startups to Fortune 500 companies.
A sought-after speaker, she has presented at Content Marketing World, MAICON, SMX, eTail, and the Direct Marketing Association, delivering actionable insights on AI in marketing, search evolution, and data-driven decision-making. Named a Top 50 Content Marketing Influencer (2018) and one of the Top Women in SEO (2012), Leslie blends technical expertise with strategic vision. Her agency specializes in navigating complex sales cycles, leveraging AI to drive leads and revenue while maximizing ROI in an evolving digital landscape.
Resources:
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Website: https://thesearchguru.com/
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LinkedIn Personal: https://www.linkedin.com/in/lesliecarruthers/
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LinkedIn Business: https://www.linkedin.com/company/thesearchguru/