Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Does your agency do spec creative work for pitches? How do you decide which pitches are worth your time? Do you have criteria for pitches that will positively impact your agency? Pitching is a very condensed and unreal way to work and many times you spin your wheels without producing the best results. Today's featured guest specializes in connecting brands with ideal agency partners, employing a meticulous approach to matchmaking benefitting both parties. The process of selecting a client-agency partnerships is intensive. For agencies looking to stand out, the key lies in demonstrating their unique value proposition and gaining a deeper understanding of what brands are looking for and how to evaluate which pitches would bring more benefits for the business. Tom Denford is the co-founder and CEO of ID Comms, an advisory and analytics firm dedicated to helping brands optimize their media strategies. With extensive experience in conducting pitches, Tom provides valuable tips on what makes a pitch successful, why agencies should consider whether their capabilities match the project, and other important questions to ask to decide who to pitch for. In this episode, we'll discuss: No more spec work: resetting client expectations. Focusing on big name clients. 4 questions before pitching a client. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships. Finding The Best Agency Candidates to Work with Brands Tom's agency primarily serves marketing and procurement leaders in consumer-facing brands. They help them building internal teams to manage media, finding and contracting pitches, and providing analytics to ensure that every marketing dollar is utilized efficiently. As he sees it, his services can be summed up as follows: Finding candidates that meet the clients' needs. Once they establish a scope of work or a particular ambition on the part of the brand, they make a list of agencies that have the capabilities to service that scope. Taking money off the table. Tom and his team don't want the final decision between agencies to come down to price, so they try to be very clear about the media rates they can get and what the terms and conditions will be. Give the clients space and time. Clients need space and time to fall in love with the people since ultimately, even in global pitches, the relationships are what will matter the most. No More Spec Work: How to Reset Client Expectations For years, agencies have been strategically working to redefine their approach to client acquisition. The traditional pitch process, which often requires creatives to offer their intellectual property without compensation, has become increasingly problematic. Tom believes it's not appropriate for brands to expect creatives to give away their ideas, as it is their intellectual property. On the media side, he says, pitches tend to come with conditions, wherein the advertiser will have rights over the work. Agencies should seek to change the dynamic by offering a paid brainstorm session. The client will have the right to keep any ideas that result from that session and the agency gets paid for their work and has the opportunity to turn that session into a larger agreement. Some clients won't like the idea of a paid session and that's okay. The point is to try to move away from the norm of work without any guarantees. Working with multi-million dollar companies that can't sit down for a meeting or paid session with several agencies, Tom knows it all comes down to the capabilities first and foremost. Although it's fair that the customer gets to stress test the agency's capabilities, he is very against the idea of treating the selection like a beauty pageant. Hence, he asks his CMOs to write down a brief detailing exactly what they expect from an agency, in terms of capabilities, culture, etc. so they can bring the best candidates to them. In the end, it's fair for both brands and agencies can develop their own set of rules regarding how to evaluate a potential relationship. Should You Focus on Having Big-Name Clients? Many agency owners fall into the trap of equating success with high-profile clients, feeling pressured to impress their peers with a roster of recognized brands. In reality, you don't need to work with the biggest clients to have a successful agency and you don't have to pursue them if you don't want to. You can w

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What are you doing to win new agency business? Are you showcasing your best work? Do you have a formal pitch process that works well every time? Today's guest co-founded his agency after realizing he had contributed significantly to another agency's growth without any ownership. So he took the bold step of starting his own agency without knowing how to convince others to believe in his vision. Tune in to learn how he persevered despite facing constraints from his former employer, skepticism about his new venture, and the need for strategic pivots in client acquisition. Luke Cope is the co-founder of Bottled Imagination a Manchester-based digital PR agency focused on doing good work using unparalleled creativity to outshine the generic, churned-out, recycled ideas the industry has been saturated with. He shares insights into the rapid growth of his agency, discusses his desire for ownership after helping to grow an agency as an employee, and the way his team started to reframe pitches to great success. In this episode, we'll discuss: Why equity matters. Get people to rally around your vision. 3 ways to change your approach to winning new business. Should you reframe pitches or stop doing them altogether? Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Why Equity Matters: Turning Frustration into a Thriving Agency Working in SEO, Luke got to be part of an agency's rapid growth as it went from 15 employees to doing $7 million in revenue. Despite feeling that this success stemmed directly from his and his colleagues' efforts, they had no ownership stake in the company or any claim to the value they had helped create—they remained simply employees. Furthermore, Luke considered he could only sustain this level of commitment for someone else's benefit for about two years. Instead of looking for another agency to move on to, he and his now co-founders decided to create something of their own. At the time, this decision seemed like their only viable path forward. In retrospect, however, it represents a scenario where forward-thinking agency owners might have retained these valuable team members by offering equity—transforming key employees into shareholders with a genuine stake in the company's success. This way, they keep people who have helped grow the agency since the beginning and don't risk losing clients who would probably follow them to their new venture. Ultimately, Luke and his co-founders determined launching their own agency was the best option and were validated by getting their first lead the same day their departure was announced. This first client is what really helped set up their agency and helped them reaffirm that they made the best decision for their future. A Silent Agency Launch Saved by Referrals Even though they quickly gained some really good clients, the start of Luke's agency was marked by an unusual constraint. In accordance to the deal they had with their previous employer, they could begin operations but couldn't publicly launch their business for three months. It seemed risky to launch their agency amid this uncertainty as they could lose momentum in gaining new clients. How would they advertise their business? The answer came when a couple of referral clients set the agency to a great start, generating about $30,000 in monthly revenue that provided essential financial stability during this vulnerable beginning phase. Looking back, this period of uncertainty could have spoiled their efforts, but instead, it became a catalyst for creativity and resourcefulness. How to Get the Right People to Rally Around Your Vision According to Luke, one of the benefits of having several founders was that they could start servicing clients immediately. And although it wasn't easy getting workers to sign on to join a nameless agency, they made their first hire and engaged several contractors to handle specific tasks before their official launch. Nevertheless, six months into operations, Luke still found it was challenging to get talent to join a small, unproven business. This struggle is common among emerging agencies, and overcoming it requires developing a compelling vision and clear values that resonate with potential team members. Once you do find clarity, you go from desperately selling your agency and pleading with candidates to join your journey to carefully evaluating whether applicants truly align with your team's culture and direction. As a leader, when you demonstrate unwavering confidence in your instincts and articulate a clear vision for the future, you natu

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What significant challenges have you encountered while growing your agency? Do you have the right team that aligns with your vision and goals? Are you in a situation where you have dream clients that can pay what you're worth? Today's featured guest brings valuable perspective from five years of growth with his recent venture in SaaS and a previous social media agency venture. Having navigated the common hurdlesagency owners face, he shares the enduring lessons and effective solutions that have propelled his agency forward. Join us to gain practical insights into overcoming these universal agency challenges with proven strategies that deliver results. Jon Rivers is the co-founder and co-owner of Marketeery, a B2B agency that fills the gap for B2B mid-size high-tech companies in need of marketing content to meet their audience where they are in the customer journey. He shares his journey from starting as a developer to eventually finding his niche in the Microsoft ERP CRM space and discusses the challenges in this journey, including losing key clients, learning to delegate, and learning to say to the wrong clients. In this episode, we'll discuss: Understanding that agency growth is not linear. Escaping the agency owner hamster wheel. Assembling your agency dream team. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships. The Winding Path from Developer to Agency Owner Although Jon initially trained as a developer, he quickly realized this wasn't his calling and transitioned to Help Desk operations and consulting roles. His career path later led him to join a company in the Enterprise Resource Planning (ERP) space. As he learned and grew in this space, the company faced a new hurdle when a key product partner was acquired by Oracle, disrupting their established processes. This challenge ultimately became an opportunity, prompting Jon to develop integrations for the Microsoft ERP ecosystem. Through his subsequent roles at various companies, Jon began taking on marketing responsibilities fifteen years ago. During this period, he started exploring social media strategies and eventually established his first agency focused on this emerging field. It wasn't until much later, during the Covid pandemic, that Jon partnered with his current collaborator to launch an agency specifically targeting the ERP CRM space, with the explicit goal of business expansion. A Mindset Shift: When Clients Take Marketing In-House Throughout the years, Jon has gone through the various stages of growth that most agencies experience and he has come to know the cyclical nature of success and setbacks. He recalls the initial excitement of acquiring clients and generating revenue, which inevitably leads to a desire for scaling the business. However, this journey is rarely linear. There are periods of growth followed by slowdowns. An ebb and flow is a natural part of any entrepreneurial journey. One of Jon's first significant learning experiences came when a client who had developed a strong relationship with his agency suddenly decided to bring operations in-house. This common occurrence dramatically alters the client-agency dynamic. When a company hires a new marketing director, for instance, that person often brings existing relationships with other agencies and may show little interest in maintaining the current agency partnership. After experiencing this scenario multiple times, Jon has reframed his perspective in a more constructive way. He now views a client's decision to internalize services as evidence that his agency has successfully elevated their business to a point where they can sustain these functions internally. Rather than taking these transitions personally, Jon sees them as achievements worth celebrating—tangible proof that his agency has delivered substantial value and helped clients reach important growth milestones. Getting Off the 'Agency Hamster Wheel' Thinking back to the setbacks in his agency journey, Jon can identify his business was not only too reliant on referrals, he also sees it took him too long to let go some parts of the business that could have been managed by others while he focused on growth. At the end of the day, an owner that works in the weeds five days a week is not doing enough to create new opportunities for growth. This is what Jason calls the 'agency hamster wheel', where owners f

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you leveraging video to expand your audience reach and better communicate your services? Video remains the most effective medium for showcasing your brand and conveying authenticity, allowing potential clients to feel connected to you before purchasing your services. Today's featured guest began building his brand through video back in 2009 and has since accumulated millions of views. He shares strategies for developing your approach to video, current effective practices, and the transformative impact of AI on video production. While AI offers significant benefits—reducing both production costs and time investments—he acknowledges that fully AI-generated videos often lack the genuine authenticity that resonates with audiences. Where exactly is the balance between efficiency and authenticity? Join us to discover how to effectively harness video's power to enhance both your business performance and personal fulfillment. Carl Kwan is the owner of Kwan Multimedia, a video marketing agency with over a decade of experience. He shares his journey into the world of video, how a request from Korean Airlines sparked his passion for creating educational content online, and emphasizes the importance of video for businesses seeking to enhance their reach and profitability. In this episode, we'll discuss: Where to start your video strategy. Will AI ruin the results you get with personalized videos? How video helps validate your expertise. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Turning a Successful YouTube Channel into a Thriving Video Agency Carl launched his career creating YouTube videos in 2009 while working as an executive presentations coach in South Korea. When a client requested online coaching videos for their students, he recognized an opportunity to develop this content himself. What began as a solution for a single client evolved into a thriving YouTube channel boasting over 120,000 subscribers and 16 million views. Drawing on his unique combination of presentation expertise, MBA education, and broadcast TV and radio experience, Carl integrated these diverse skills into his video production work. During a time when internet communication remained predominantly text-based, he recognized video's powerful potential for businesses across all sectors, prompting him to establish a company focused on helping clients leverage video to transform their outreach strategies. Today, video has become integral to all major platforms—even professionally-oriented LinkedIn has recently begun prioritizing video content and actively encouraging users to incorporate it into their engagement strategies. 5 Videos You Need to Incorporate Into Your Video Strategy An Introduction Video: An "About me" short introduction video that outlines who you are, what your business does, and what sets you apart from competitors. This video serves as a personal touchpoint for potential clients, allowing them to connect with the brand on a human level and should be focused on your ideal client and the problems you can solve for them. FAQs: Make a "frequently asked questions" to ensure you answer your audiences pressing needs about the services and results you provide. Carl also recommends thinking about the questions clients should be asking and aren't. Client testimonials: If possible, Carl recommends using video for your case studies instead of asking people to write a Google review. It'll be great social proof for your services and a way to showcase satisfied customers who can speak to the quality of your products or services. Repurposed content: Start reusing your own text content in video form to get ball rolling and get the hang of this form of communication and storytelling. Personalized approach: According to Carl, a really successful video that's won him a lot of business is one he emails them after a meeting saying "It was great talking to you, X. I loved hearing about X. I look forward to talk to you again and discuss how I can help your business". It is customized, it takes less than a minute to create, and clients love it because they can see it is personalized. If you want to get started adding video to you strategy start with these suggestions and you'll build a great foundation to build authority and thought leadership. Will AI Ruin the Effect of Personalized Videos? The proliferation of AI video creation tools presents a challenge for agencies that invest time in filming personalized client videos. As these AI applications become more widespread, clients may increasingly dismiss even genu

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Does your digital agency a strong social media presence? Wondering which content types and platforms deliver the best results? Today's featured guest runs a social media agency that focuses on a carefully selected roster of clients. She began her career as a stay-at-home mom with exceptional social media instincts and built a thriving agency in just five years. She views social media as a necessary evil for brands and has successfully guided clients with strategically planned and curated content. Join us as she shares what's currently working in social media, her proven strategies, valuable advice for agency owners, and why she personally avoids social media in her spare time. Elizabeth Stone is owner of SociaSavvy, a boutique social media marketing agency who got into the business wanting a challenge and a creative outlet. Now with nearly five years of experience, she reflects on what she's learned about social media, what's working and what's not, and why client's shouldn't ask for a month's work of content in such a rapidly changing space. In this episode, we'll discuss: The power of resilience, determination, and adaptability. Making cross-platform content. Delegating tasks to avoid burnout. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships. The Power of Determination, Resilience, and Adaptability Elizabeth never imagined pursuing marketing or business immediately after college. Instead, she fast-tracked her education and embraced life as a new mom. However, she soon found herself craving both a creative outlet and a way to contribute financially to her household. Fascinated by social media, she offered to help local businesses build their online presence across various platforms, initially working almost for free to develop her portfolio. Her remarkable results with these early clients enabled her to target her ideal market, and as demand grew beyond what she could handle alone, she began expanding her team. Throughout her five years running the agency, Elizabeth has discovered success in marketing requires less of a formal education and more determination, resilience in the face of rejection, and adaptability. Her experience has also given her a nuanced perspective on social media. She views it as a "necessary evil" for businesses that can significantly boost brands while recognizing its potentially addictive nature for individuals. The Rise of 'Low-Quality' High-Quality Content With the ever-changing nature of social media platforms, most of the "social media hacks" we see are typically obsolete by the time you implement them. This is a reality that frustrates businesses hoping to plan ahead. Elizabeth often finds herself explaining to clients why preparing a month's worth of content isn't feasible; in such a fast-moving environment, content created today will likely be irrelevant within a few weeks. Regarding current effective strategies, Elizabeth confirms that video continues to dominate social platforms. She highlights the rise of "low quality content"—actually high-quality, meticulously planned material deliberately designed to appear candid and spontaneous. Elizabeth also advises businesses to release their attachment to "vanity numbers." Unlike a few years ago when engagement metrics were relatively consistent, today's social landscape is unpredictable—one post might completely flop while the next becomes an unexpected hit. This volatility makes traditional performance metrics less reliable indicators of overall social media success. Making Videos that Get Your Audience's Attention Regarding effective strategies, Elizabeth emphasizes that all social media videos should incorporate both voiceover and subtitles to capture different viewer preferences. Some users engage through audio elements while others browse with sound off, relying entirely on subtitles. She recommends using short clips to maintain momentum, acknowledging today's shortened attention spans and the need to sustain viewer interest. She also prefers videos are prepared and shot by her agency team rather than working with content recorded by the client. In her experience, clients often appear nervous on camera, but with proper coaching from her team, they can focus on their message rather than the recording process She also advocates for cross-platform posting to reach audiences with varying content preferences.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Does your emotional attachment to your agency makes it difficult to make growth decisions? When you remove emotion from the mix and make decisions objectively, your realize more growth. After 21 years of running his business, today's guest realized he needed emotional distance and accomplished this by creating an alter ego who could assess the agency from an impartial point of view. This experiment proved remarkably successful. He's come to realize his true role in the agency and that much of it means working for his team, rather than the other way around. George Arabian is the CEO and founder of NVISION, a full-service digital marketing agency based in Toronto, Canada. He shares his journey into the world of digital marketing, how he managed to stop making decisions based on emotion, and how his transition to agency CEO has meant a bigger focus on how to help his team be the best they can be. In this episode, we'll discuss: Experimenting with innovation to stay ahead. Niching down does not mean limiting your agency. Becoming a true leader by working for your team. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Experimenting with Innovation to Stay Ahead George's passion for technology began at a young age when he started building computers. At just seventeen, he received what he humorously recalls as a request to "build an internet"—actually a website—for a local hockey shop owner. He quickly Immersed himself in learning html and put 500 hours into that first web project that paid him $400. One job led to another, eventually George started his own agency and has been running it since 2004. The digital landscape has transformed dramatically since George built his first website. Today, AI has helped make website creation faster than even before. However, what has remained constant throughout his journey has been his spirit of experimentation. For him, being in the digital marketing space is like being a "mad scientist." So he encourages his team to test new ideas and approaches in order to uncover novel solutions that set them apart from competitors. This experimental philosophy naturally led George's agency to expand beyond websites to integrate various marketing strategies—including SEO, advertising, and content marketing—into their service offerings. Why Niching Down Doesn't Mean Limiting Your Agency As he starts trying new services to expand his offering, George has found it very hard to narrow down that offer. On one hand, he feels genuinely and equally curious about SEO, CRM, email marketing, etc. On the other, he fears niching down will inevitably lead to boredom. Rather than forcing himself into a traditional service-based niche, George developed an innovative solution. He decided to center his agency around a conceptual focus: "creating human connection." This strategic pivot allows his team to maintain a clear, unifying purpose while still accommodating diverse projects and creative challenges that keep their work engaging. This approach is proof that niching down doesn't have to mean limiting yourself. It can enhance an agency's ability to experiment effectively. With a clear focus, an agency can explore an array of strategies and tactics within their niche, fostering a culture of innovation without sacrificing excitement or variety. The result is a business that remains creatively stimulating while still offering clients a clear understanding of the agency's unique value. How Emotional Distance Helps Make the Shift to Agency CEO As agencies grow, the challenges become more complex. Owners soon need to make a shift in focus from day-to-day operations to strategic leadership. Making the transition to Agency CEO was quite challenging for George, as he tried to detach himself from operations after twenty-one years of running the agency. It's a pretty common challenge for agency owners. For George, this deep emotional connection to the agency often led to rushed decisions as he stressed over the well-being of his team members. To create the necessary emotional distance, George developed a second more objective persona. One day, he arrived at work embodying this detached perspective, pretending it was his first day at an unfamiliar agency. Through this lens, he observed operations critically, documented his findings, and identified previously overlooked gaps and inefficiencies. With this approach, he was able to re-conceptualize the agency as an independent entity that required optimal functionality rather than as an extension of himself. The results soon started to sho

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training It's always easier to retain existing clients than constantly landing new ones. Do you want to know the secret one agency has that has helped them hold onto clients for over 20 years? This interview highlights an agency owner's whose client retention philosophy involves a candid, honest, and sincere approach which has helped them retain some clients for over two decades. In this conversation, we explore his struggle to balance entrepreneurial business development with satisfying his creative instincts. He reveals how he eventually established systems that removed him from being the bottleneck in agency operations while allowing him to choose his involvement in the processes. He also shares the clarity he found that inspired a subscription-based product offering that maintains healthy cashflow. Join us for this insightful conversation about agency growth, creating freedom through systems, maintaining long-term client relationships, and navigating the evolving challenges of the entrepreneurial journey. Pinaki Kathiari is the CEO of Local Wisdom, a digital communications agency, and co-founder of Resource Hero, a resource planning and time tracking application for professional services companies. Pinaki also hosts his own podcast his podcast "Why Does It Feel So Wrong to be Human at Work?". He shares his journey as an entrepreneur, reflecting on nearly 25 years of running his agency, and highlights his volunteer work. In this episode, we'll discuss: Embracing subscription-based growth. Honesty as the key to building long-term client relationships. How to stop being the bottleneck in agency operations. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio today and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships. Turning a Market Gap into a Thriving Agency Pinaki's agency journey began when he and his college partners, all computer science graduates from Rutgers, found themselves jobless after the tech bubble burst in the late 90s. Recognizing the potential of the growing internet landscape, they decided to collaborate and create their own path. They identified a crucial market gap: companies excelled either at design or technology, but rarely both. This was the niche they decided to occupy. Later on, realizing most of their clients were communicators, they further niched down to serving communications teams. Their initial approach was humble, often trading services for goods rather than charging traditional fees. They worked with small startups that struggled with funding. This experience taught Pinaki and his team valuable lessons about the realities of client relationships, pricing, and the importance of setting boundaries. Through collaboration, they were able to refine their approach, ultimately leading to more significant projects and clients. This shift from small, struggling startups to larger enterprises marked a turning point in their journey. Eventually, as they gained experience and began to understand the needs of larger enterprises. They found the confidence to Increase their pricing structure, with their first big project being a $40,000 deal. At the time, that kind of money seemed wild to them! Embracing a Subscription-Product Offering to Maintain Cashflow Even after increasing their prices, Pinaki admits it took him too long to get out of day-to-day operations. After navigating an industry still in its infancy and growing his agency by doing a bit of everything, he had learned to enjoy daily operations and thrived in that work. However, hiring the right team members eventually helped him and his partners recognize they should redirect their focus toward strategic growth, with effective delegation as the key enabler. Shifting focus from operations to growth helped them realize the potential to grow existing accounts by offering subscription-based services. Clients often struggled to maintain their websites post-launch, resulting in deteriorating quality over time. Recognizing this gap, they introduced "website curation" services designed to preserve and enhance site quality as content evolved. The subscription model really helped maintain cashflow, providing steady revenue that stabilize the agency when project work fluctuated. It also helped them create stronger client relationships by setting up a new situation where they would do a lot of work for just one client instead of a lot projects for different clients that never grew bey

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What is the best way to speak to your target audience? How can you make a compelling case to work with your agency? With proper storytelling techniques, you will reach your prospects and clients in a way the resonates with them. Every successful agency owner needs a persuasive "Who am I" narrative, along with educational and vision stories that speaks directly to potential clients. However, the task can feel overwhelming, leaving many owners unsure where to begin. Today's featured guest specializes in transforming scattered narratives into strategic stories that create meaningful connections. She'll reveal the essential types of stories every agency owner should develop to attract clients, while emphasizing the power of simplicity—demonstrating why less truly is more when it comes to impactful storytelling. Tune in to learn the art of strategic storytelling that positions your agency as the obvious choice in a crowded marketplace. Margot Black is a publicity expert and founder of Black Ink PR, an agency that takes clients' stories and turn them into winning strategies that produce strong results and elevate their business from established to extraordinary. She's also the author of Life's a Pitch, a masterclass in business, branding, public relations, and marketing that will teach you how to get what you want in business and life. Margot shares her focus on the importance of storytelling in connecting with audiences, highlighting strategies for agency owners to effectively communicate their narratives, focusing on a number of stories that every owner should share with their audience and tools that will help you identify common denominators with your audience and understanding their problems. In this episode, we'll discuss: Connecting with prospects by sharing compelling stories. The importance of mapping out your process. 2 essential stories every agency owner should tell. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Connecting with Prospects by Sharing Compelling Stories Many agency owners struggle to craft a compelling narrative about their business. According to Margot, the first thing you need to do is connect to your audience by finding a common denominator. One of the most powerful things you can do to achieve this is demonstrate your understanding of their challenges by creating stories that say "I know what your problems are. I understand." These stories are always powerful because your audience feels seen. Unfortunately, many entrepreneurs miss this opportunity by focusing too heavily on self-promotion ("let me tell you all about me"), neglecting the crucial element of empathy. When you demonstrate that you both understand and can solve your audience's problems, you've already won a significant part of the battle for their attention and trust. Instead, Margot suggests framing your message around "how to" questions. For instance, "How to tell a better story so people will listen" or "How to find five people that need what you have." This approach not only positions the storyteller as an expert but also provides immediate value to the audience. Pro Tip: Keep it Simple. With limited time and attention spans, your audience needs content that's easy to grasp and implement. Rather than overwhelming them with extensive offerings like a 123-lesson course, focus on digestible concepts: "I'll show you the four quadrants you need to dominate to attract more customers." You may think that the more you offer the better, but people have very limited time and attention to give in this ADHD era so make it easy for them to grasp the core concepts to enhance retention. The Importance of Mapping Out Your Process "How we do it" stories represent a powerful yet underutilized tool in agency communications. These narratives function as client roadmaps, clearly illustrating the processes and methodologies behind the agency's success. By transparently sharing these operational details, agencies demystify their work and provide potential clients with clear expectations. This structured approach significantly increases client confidence when deciding to partner with an agency. Without process-focused stories, clients lack visibility into your working methods and can't anticipate how much involvement will be required from them. Margot specifically advises against giving clients "homework" as this creates additional burdens that often go uncompleted which leads to frustration and disengagement. Instead, effective "how we do it" stories should clearly show the finish line—allowing clients to en

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you focusing your energy on growing existing client relationships or acquiring new ones? Building strong client relationships requires a commitment to proactive communication from the very beginning, as today's featured guest clearly demonstrates. Our guest runs a brand agency that prioritizes nurturing and growing client relationships through three key strategies: establishing clear expectations, maintaining proactive communication, and implementing careful qualifying processes to ensure they partner only with the right culture fits. This intentional approach has made her agency irreplaceable to clients. Discover the specific strategies and insights that have contributed to her success in building lasting, valuable client partnerships that stand the test of time. Charlene Coughlin is president and partner at Twist Creative, a thriving brand agency founded by a husband and wife duo who combined their talents in writing and design to create a unique agency focused on brand growth. She discusses how to excel at scaling client accounts by nurturing existing relationships and creating strong partnerships, why she stopped participating in RFPs, and more. In this episode, we'll discuss: Nurturing relationships vs. landing clients. The art of proactive client communication. RFPs don't equal quality clients. Building trust through consistent communication. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix Studio, the all-in-one platform designed to help agencies scale without the headaches. With intuitive tools, robust native business solutions, and low maintenance, Wix Studio lets your team focus on what matters most—delivering exceptional value to your clients. Ready to take your agency to the next level? Visit wix.com/studio and discover how Wix Studio can transform your workflow, boost profits, and strengthen client relationships. Nurturing Relationships vs. Just Landing Clients Many agencies get caught in the endless task of getting more and more accounts and don't spend nearly as much time on growing those accounts. For Charlene, the business has always been about relationships. She feels it's useless to have amazing creative if it won't get used because relationships go sour. First and foremost, she recommends aiming to understand the client, their motivations, and goals to build a relationship based on really listening to them. By actively listening to clients and demonstrating authentic interest in their success, agencies can transform the traditional vendor-client dynamic into a true partnership built on trust and mutual understanding. This shift fundamentally changes how clients perceive the agency's role. When this transformation occurs, agencies become irreplaceable strategic partners rather than interchangeable service providers. The relationship evolves from clients dictating specific deliverables to collaborative planning sessions where both parties work together on annual goals and budget development. This partnership approach not only secures long-term client retention but also creates opportunities for account growth that far exceed what's possible through constant new business acquisition. The Art of Proactive Client Communication Building strong client partnerships that grow over time requires intentionality from the very beginning of the relationship. Charlene's team implements this philosophy through a proactive approach to client communication that starts during the onboarding process. Rather than reactively waiting for clients to reach out with needs or concerns, they systematically initiate engagement, establishing a foundation of trust and collaboration that benefits both parties. This proactive communication extends even to prospective clients who are still evaluating whether to work with the agency. Through consistent follow-up and responsive answering of questions, potential clients develop clear expectations about the working relationship before making their decision. By the time they commit, the groundwork for effective collaboration has already been established. Setting clear expectations from the outset is crucial to this approach. Charlene's team conducts candid conversations to understand what clients value in agency partnerships and what previous experiences have frustrated them. This transparency acknowledges that challenges will inevitably arise while emphasizing their commitment to navigating difficulties together. Ultimately, ensuring that potential clients align with the agency's core principles will help you cultivate a more harmonious working relationship. This selectivity not only reduces friction but also enhances the overall experience for both the agency and the client, leading to more productive collaborations. Protecting Your Agency's Culture by Prioritizing Healthy Client

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Would you consider a merger or acquisition as a growth strategy? What does it look like to acquire another agency? How can you ensure success for the buyer, seller, and existing clients? Today's featured guest demonstrates how this approach can be highly effective when executed thoughtfully. He started his agency after realizing he would never get the recognition he deserved while working for somebody else, which drove him to establish his own agency where he now thrives. Recently, he expanded through the strategic acquisition of three agencies, focusing primarily on their client portfolios. His acquisition strategy emphasizes the importance of relationship continuity, specifically seeking arrangements where previous owners remain involved during the transition period, allowing his team to gradually build trust with the inherited client base. Learn from his valuable insights on entrepreneurship and the strategic use of acquisitions for agency growth. Luke Szkudlarek is a founding partner of What., a Zurich-based consultancy and growth hacking group focused on helping SMEs and startups with growth, digitalization, and product development. He'll share the pivotal moment that sparked his decision to pursue entrepreneurship after an encounter with his boss, highlighting the importance of ownership and recognition in the workplace. In this episode, we'll discuss: Spotting trends that lead to agency success. The mind shift needed to break the glass ceiling on growth. Using agency acquisition as a growth strategy. Ensuring a smooth merger and acquisition for agency clients. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. How a Dismissive Boss Sparked an Agency Journey Luke's entrepreneurial journey began in Zurich with what seemed like a straightforward 'easy' role helping an agency acquire new clients. As he sharpened his skills he soon started working with giants like Nestle and Victoria Knox. After closing a few lucrative deals, Luke approached his employer about receiving company shares as compensation for his valuable contributions. His boss's dismissive response—offering a spa treatment instead of equity—became a key moment in his career. Rather than viewing this as a setback, he recognized it as a sign that it was time to venture out on his own. Confident in his ability to attract and maintain relationships with major clients, he started to plan his next move with a colleague. Six months later they were ready to start building their own business. Spotting Trends as the Secret to Early Success While many startup agencies start out relying on referrals, Luke attributes his success to an ability to identify and capitalize on emerging market trends. Firstly, he benefitted from starting out in a market where growth hacking was still relatively unknown, allowing his firm to establish itself as a pioneer in its niche. Rather than simply focusing on website visibility, they differentiated themselves by creating valuable digital assets for their clients. Luke was also quick to spot the benefits of having a hybrid team, which gave him access to talent from all over the world. It also allowed him to undercut the competition with lower prices, and he had a hybrid structure already set when the pandemic hit. Furthermore, while many agencies still thought that working with startups was a waste of money, Luke focused only on these businesses. Bigger agencies had no interest in working with a $50,000-$60,000 budget, but it was just what his agency needed to start building their brand. This led to many obscure projects, but as one of few agencies working with startups it was pretty easy to jump from an initial project to a much larger one and opportunities to build relationships with investors. Outsourcing Tasks as a Strategic Growth Plan One of the critical decisions that significantly influenced his agency's growth was delegating administrative tasks. Neither Luke nor his partner are very fond of admin work and didn't want any part of the invoicing. However the invoicing process is a fundamental one in an agency and a focus when it came to a basis for success. They recognized their strengths lay in selling and project delivery, not in repetitive administrative work so that was the first choice when it came to start hiring to delegate. This approach is about more than offloading work, it is a strategic decision with significant advantages. By outsourcing administrative tasks, it frees up valuable time and resources, enabling founders and key team members to focus on strategic planning, clien

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you prepared to sell your agency if the right opportunity presents itself? Making your business sale-ready requires more than just financial preparation—it demands emotional readiness and the ability to set ego aside. With pleasure, we are featuring a long time mastermind member on the show who, after recently selling his agency, now describes himself as a "recovering agency owner". It was an unexpected opportunity that turned into an amazing deal for the seller and buyer. Jordan discusses the way he took control of his agency's future by pursuing the sale, what he'd change about the process, and the importance of having a plan for post-sale integration. Our guest is Jordan Choo, a recovering agency owner who previously founded, built, and sold Kogneta, a digital marketing firm focused on helping local businesses grow effectively. He is a longtime friend of the podcast who was mastermind member for sixy years before selling his agency. He is here to talk about the acquisition process, which began through an introduction from another agency owner rather than a typical unsolicited acquisition offer. In this episode, we'll discuss: Turning a potential partnership into an acquisition If you want to sell, leave emotions and ego at the door. Overcoming 2 common agency owner struggles. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources FREE Training: Feeling stuck in your agency? You're not alone. Running an agency can be isolating, overwhelming, and downright exhausting. But it doesn't have to be. At Agency Mastery, we've been there—which is why we now offer free training resources to transform your agency from a liability to an asset.. Check out our FREE RESOURCES on Lead Generation and Sales Systems. No strings attached. Just the tools you need to grow smarter, not harder. Get started today at agencymastery360.com/training. Don't let your agency hold you back. Let's build the future you deserve. Turning a Potential Partnership into an Agency Acquisition If you run an agency, and especially if you've grown beyond a certain point, you should be really clear about your why and what you have in mind for the future. There's a chance you started as a lifestyle business. In that case, there isn't much to worry about beyond maintaining profitability. However, if you started it with the intention to grow that business to eventually sell, then that will dictate how to grow your agency. At some point, most agency owners have gotten the typical pitch email expressing interest in buying their business. In Jordan's case, it all started with an introduction from another agency owner. The contact wasn't specifically looking to purchase his agency, but for a white label partner to provide marketing services in order to expand their value to clients. After a few conversations with this agency, Jordan realized it would make more sense for them to acquire his agency rather than getting into a longtime partnership. It was a pretty good fit in terms of their cultures and how their agencies were structured. Hence, he was encouraged to bring the matter up and ask them their thoughts about a potential merge. What started as Jordan's curiosity about the buyer's serious intentions evolved into meaningful discussions about merging the businesses. The organic nature of these conversations led to a deal that benefited both parties, with the entire process—from initial talks to signing a formal letter of intent—taking approximately five months. Selling Your Agency? Leave Ego and Emotions at the Door Understanding that ego can be a deal-breaker in business transactions, Jordan approached his agency's sale by being pragmatic and emotionally detached. He established a realistic valuation range and minimum acceptable offer before negotiations began. Fortunately, his expectations aligned well with the buyer's assessment, which streamlined the negotiation process. In the best case scenario, both parties are adequately educated on how the business should be fairly valued. But for that to happen, you need to separate the part of your identity that is closely linked to the business and have a clear path for what comes next after the sale. What are you looking for to doing post sale? Do you have plans to start a new business or follow a new interest? If you can't answer these questions, maybe it's not your time to sell. In his case, Jordan wants to rest, take some time off, and then go back to focusing his time and energy on growing a brand, instead of focusing on several brands at the same time, like he used to do with his agency. Overcoming 2 Common Agency Owner Struggles Reflecting on his agency journey, Jordan identified two critical challenges that influenced his business's growth trajectory: team building and role transition. In the early stages, he struggled with making effective hiring decisions and came to realize that th

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Could an internal succession be the right choice for your eventual agency exit? What could that sort of deal structure look like in order to ensure you're leaving the agency in the best hands possible? As one agency owner transitioned to out of the agency day-to-day, an unexpected result was an organic exit from the business with an employee buyout. A shining-star employee with the potential to be a great owner was the buyer in mind. Now the challenge was helping him get to a place where he could make the purchase. Listen to the inspiring story of adaptability and structuring the right deal to sell your agency to the right person. Eric Holter is the CEO of Cuberis, a specialized web development firm focused on the museum industry. He shares his journey from studying traditional illustration to working in web development and launching his first web company, the reasons he decided to sell and follow other dreams, and how he ended up owning another agency years later. Eric is also the author of Blazing the Freelance Trail, a roadmap for creatives just getting started that will walk them through five main principles: money, minutes, management, marketing, and motivation and explains their role in creating and running a business. In this episode, we'll discuss: Client diversification for agency survival. Building a bridge from employee to ownership. The five roles of a CEO. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Going from Freelancer to Agency Owner, Twice! Eric first entered the advertising world as an illustrator using the traditional methods. He was looking for something new after freelancing for a while and knew his skills in letterpress printing and wood engraving wouldn't pay the bills. However, in 1995 he was quick to adapt to the new era brought by the internet and started his first business. Back then, all his clients were just scrambling to get a website for their businesses. Finding clients was as easy as sending them an email offering his services. This agency grew quickly to 12 employees and then was hit by two major events throughout the years: the dotcom bubble burst and 9/11, prompting a dramatic downsizing. Though the agency gradually recovered, Eric ultimately decided to sell in 2013 looking for a fresh start doing some consulting work. He wanted to help business owners learn how to run their business. One of his clients was Cuberis, whose (then) owner needed guidance in managing the business. What began as a consulting relationship evolved into an unexpected opportunity and Eric eventually purchased the agency. With this, round two of agency ownership began. Learning to Diversify Clients as the Key to Agency Survival That first blow during the dotcom bubble burst helped Eric see the initial model of direct client engagement was no longer viable. Whereas before the referrals just poured in as everyone tried to beat the competition to get a brand new website, he now needs to forge strategic alliances allowing him to continue generating business. He also needed to rethink his focus, so far marked by working primarily with small, brick-and-mortar clients. Instead, the experience gained during several difficult times and subsequent economic downturns taught him that a diverse client base can serve as a buffer against market volatility. An Unexpected Exit: What Decisions Led to Selling the Agency? Eric's decision to sell his agency emerged organically from a series of strategic decisions that began in 2000 when he hired an consultant to enhance his business management skills. In hindsight, investing in professional guidance was the beginning of a journey he hadn't anticipated. Following the consultant's advice, Eric started transitioning from an active role in his agency to developing a resilient organizational structure and empowering employees to operate independently. Initially, this move didn't have an exit strategy in mind—just sound business practices aimed at improving the agency's efficiency. However, by 2008 he felt there wasn't much for him to do at the agency, which made him restless. While he contemplated changing up things in the agency to satisfy his entrepreneurial drive, he knew it would just divert from the things that were already working. Ultimately, it became clear that instead of introducing changes just to scratch his entrepreneurial itch, it would be better to sell and move on to new things. Building a Bridge from Employee to Agency Owner When Eric decided to sell his agency, he identified an employee with the ambition and capability to

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training How do you measure your agency's success? Awards and accolade? Top-line revenue and big name clients? What if we told you a more focused and lean approach could be the best path. Today's featured guest realized the importance of finding a "sweet spot" in the agency world, so he moved to focusing on quality over quantity. He talks about the challenges of maintaining a small client roster and the benefits it brings. In his business model, his agency is providing consistent, high-quality work and building strong partnerships. Learn valuable insights on leadership, innovation, and the importance of a good relationship building. Nick Francis is the Chief Visionary Officer of The Franchise Group, a strategic marketing and creative agency that does a comprehensive range of services, including video production, web design, graphic design, and event production. He recounts his journey into the agency world, beginning with the support of a boss who became a mentor and surviving the housing market crash and the pandemic. Nick discusses how he built a culture that has created remarkable retention rates at his agency and why his network is his most important tool to keep a full client funnel. In this episode, we'll discuss: Adapting and innovating in uncertain times. Redefining success instead of chasing awards. Retaining talent longer than the industry average. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. Building an Agency with the Right Mentorship Nick began his career working in the film industry, later transitioning to the ad world, and eventually ending up at a company that blended both worlds working in video production and events. As part of a small team of five people, Nick worked on the creative development side from writing scripts to pitching ideas. His work attending events led him to form a network of people in that space who needed similar services. Soon he started bringing in new clients for the agency. Nick's boss noticed he' had mastered nearly every aspect of the business except financial management. He took the unusual step of sharing budgeting expertise with Nick and actively encouraging his independence. In 2006, Nick launched his own agency, bringing along a big client that sustained his business through its crucial first five months. It's a very unique case scenario to start your agency with your former boss's support and even taking a big client with you, but that relationship was pivotal in Nick's journey, with him continuing to be his mentor to this day. Adapting and Innovating in Uncertain Times Running an agency that focuses mostly on the events industry, Nick's business practically disappeared with the pandemic and the lockdowns. Suddenly, the agency lost a devastating 35% of its revenue that year. Instead of panicking, they quickly adapted to online events for a while. They moved to building a full broadcasting suite at their office to help clients get their message out in a time when they couldn't do so at live events. Initially, they faced resistance with clients still being more interested in traditional event experiences. However, as they persisted in promoting the benefits of virtual engagement, they found success in reaching a wider audience. It was a bold move that took some time to gain interest but it was the right call to keep the business going during those uncertain months. Redefining Success Instead of Chasing Awards The agency industry tends to be heavily focused on growth and competition, which affects how owners see their own milestones and overall success. The pressure to grow fast and beat their competition leads many owners to chase awards over personal fulfillment. But why should success be defined by outside metrics rather than personal satisfaction? For some, a lean, focused approach yields greater satisfaction more than a huge, impersonal operation. In Nick's case, after navigating the turbulent times of the housing market crash, he and his team adapted by becoming an extension of their clients' teams rather than merely functioning as external vendors. This shift allowed them to forge deeper connections with their clients, emphasizing collaboration and shared goals. After years of growth, he and his team started to consider the advantages of focusing on bigger clients who sign longer contracts and usually represent less hassle for them. On one hand they were thinking strategically about the future of the agency but on

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you integrating AI in your agency processes in the most effective ways? What sort of opportunities are you missing by not integrating AI into your agency's systems and processes? There's no going back from AI, so you might as well embrace it as it continues to evolve the ever changing agency landscape. While many agencies have begun incorporating AI tools, numerous opportunities remain unexplored, and the technology's full potential is still emerging. Today's featured guest brings unique insights as an agency owner who has fully embraced AI's transformative power. Through his continuous study and practical implementation of AI solutions, he has gained valuable perspectives on how this technology is fundamentally altering agency operations—from team structures to client expectations. Tune in for practical insights for agency leaders looking to harness AI's potential while adapting to the evolving demands of the digital marketplace. Manish Dudharejia is the founder of E2M Solutions, one of the largest white label partners for digital agencies that has established itself as a trusted resource for agencies needing support in website development, e-commerce, SEO, and content creation, particularly in WordPress. Manish is a good friend of the podcast and a repeat guest of the sharing insights on hiring tips for agencies, advice on how to level up your agency, and the right time to use acquisition as a strategy for growth. In this episode, we'll discuss: AI's role in agency evolution. Why your agency should stop charging hourly rates. 2 big opportunities for agencies to integrate AI. Subscribe Apple | Spotify | iHeart Radio The Transitional Phase Agencies Face with the Rise of AI It seems as though things shift rapidly in the agency space ever since 1999 when the arrival of the internet forever transformed how we market. One of the biggest shifts in the agency model in recent history is the use of AI. This technology has come to completely revolutionize the internet and, as Manish points out, it's impossible to ignore. The launch of user-friendly platforms in the early 2000s marked the beginning of a paradigm shift. Businesses quickly became aware of these alternatives, leading to increased competition and a downward pressure on prices as businesses became more informed. Today, we find ourselves in a similar transitional phase. The integration of AI technologies into agency workflows promises to enhance efficiency by automating repetitive tasks, streamlining project management, and optimizing client communications. A more informed and discerning consumer expects personalized experiences and immediate responses. Agencies must adapt their strategies to meet these expectations, leveraging data and insights to create tailored campaigns that resonate with their target audiences. AI's Role in Agency Evolution The rise in the use of AI technologies in the industry does not mean this technology will replace agencies. However, agencies that integrate AI will replace those who don't. What AI can do in agency world is not merely about automation or replacing human effort; rather, it is about enhancing capabilities and redefining the agency-client relationship. Historically, agencies had relied on large teams to execute projects and meet client demands. However, as technology evolves, the need for extensive manpower diminishes and agencies must position themselves as strategic advisors rather than just service providers. Clients are increasingly looking for partners who can address their biggest challenges, not just execute tasks. Additionally, AI is also having an impact on the dynamics of team structures within agencies. Traditionally, growth was synonymous with hiring more staff. However, the advent of AI challenges this idea. Today, agencies can achieve growth without necessarily increasing headcount. This shift encourages a leaner, more agile approach to business operations, where technology complements human expertise rather than replaces it. Why Your Agency Needs to Stop Charging Hourly Rates The advent of artificial intelligence (AI) presents a transformative opportunity for agencies to streamline their processes, reduce delivery times, and ultimately increase their bottom line. This reduction not only improves operational efficiency but also contributes to increased profitability. However, this also means you should reevaluate how you're charging and how you're choosing to present the value you're bringing to clients. With AI's ability to streamline processes and enhance productivity, agencies can significantly reduce the time and resources required for project completion. For instance, if a website that once took 100 hours to develop can now be completed in just 10 hours, agencies risk losing substantial profit if they maintain an hourly billing model. Bottom line, by charging hourly you are losing money by

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you defined the who in your agency's growth journey? What are you using to guiding the type of team that will grow your agency to it's full potential? In today's episode, our featured guest shares his experience of co-founding a digital agency two decades ago with a group of former colleagues. By bringing clients from their previous agency and leveraging a steady stream of referrals, they were able to launch and grow their business. However, he quickly discovered that attracting the right talent—especially individuals excited to join a small, fledgling agency—was far more challenging than expected. Learn the valuable lessons he's learned about hiring, the qualities he looks for in candidates to drive his agency's success, and why he emphasizes the importance of acting swiftly when a hire isn't the right fit. Justin Hall is the co-founder and managing partner of Voxus PR, a B2B tech PR, social media, and content agency based in South Seattle. He shares the story behind how he and his partners transitioned from a larger agency to launching their own, the uncommon support from their former employer during their transition, and what's he's learned since about hiring and scaling. In this episode, we'll discuss: Why asking "who" matters more than "how" in agency growth. Balancing experience vs. potential in agency hiring. Be quick to act if a new hire is not the right fit. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. An Intentional Agency Backed by the Old Boss Justin's path to agency ownership was more deliberate than the typical accidental agency owner. He worked at a big agency twenty years ago, where he joined a group of workers who set out on their own to build an agency. Motivated by the idea that they could figure out a better way to do things, this group ventured to start their own business. They had built a reputation for exceptional work, which earned them not just their former boss's blessing, but also the opportunity to bring several existing clients with them. In fact, Justin acknowledges that their old boss' support played an important role in their eventual success. It's an extremely rare case scenario and one that was a result of the great work that these workers had done for that agency. Why 'Who' Matters More Than 'How' in Agency Growth When it comes to choosing a niche, Jason believes it's a mistake to make this decision based on your personal preferences. "Do I love this particular niche?" Is not necessarily the best question to ask yourself when choosing a path for your agency. Instead, this would be a good moment to ask yourself: "Where?" and "Who?" These questions serve as guiding principles for agency leaders, enabling them to empower their teams to make informed decisions autonomously. When agency leaders focus on the destination rather than the minutiae of the journey, they create an environment that fosters initiative and proactive problem-solving among their employees. In this sense, instead of asking HOW can I get my agency to the next level? Ask yourself WHO could help me reach that goal? And WHO do you need to become to not hold the agency back? This mindset of surrounding yourself with the right people who can contribute to the agency's vision and help navigate the complexities of growth should also align with your recruitment strategy. As Justin has learned, leaders should be hiring for initiative and communication rather than merely filling positions based on specific skill sets. Balancing Experience vs Potential in Agency Hiring Once the business was set up and some clients were secured, Justin and his partners faced the challenge of scaling and adding new business responsibilities to the client work they usually handled. Fortunately for them, the referrals poured in during the first several months, so new business was not a concern. On the other hand, finding talent willing to join a small agency was not easy. Unlike larger corporations with specialized roles and departments small agencies require employees to wear multiple hats. As Justin explains, the ideal candidate must not only excel in project management and writing but also be adept at pitching media and communicating effectively. This recruitment challenge prompted a fundamental strategic question: should they prioritize experienced people who could immediately contribute, or invest in developing new, young talent with the right potential? Each approach has its merit

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have overwhelm or frustration ever made you want to sell your agency? When you're burned out, the grass might look greener — but one agency owner learned that it's not. Discover why he sold after just two years plus why the acquisition was dissolved and he grew his original business back to 5X within the next four years. Learn more about his reflections on why his initial burnout came to be, the reasons that partnership failed, and how he managed to rebuild his agency even stronger by surrounding himself with the right people. Alex Polamero is the founder of Ninestone Partners, an agency focused on the middle of the funnel. They build marketing and sales automation systems that help clients scale and effectively nurture prospects to closing. He discuss the evolution of his career, going from solopreneur to building and selling his agency and remaining as an equity partner. Alex also dives into his mindset and reasons behind his agency's sale and the events that led to him taking back ownership of its name and original clients. In this episode, we'll discuss: Selling as a way out of the burnout trap. Cashflow issues and not making payroll. Lessons after buying back his agency. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Building an Agency by Filling the Gap Alex has over 20 years of experience working with CRMs, beginning as an Oracle superuser with an extensive network of contacts and later becoming a Marketo-certified expert managing marketing for a billion-dollar real estate firm. Seven years ago, he took the leap to start his own venture, Ninestone Partners. When he first launched his business, Alex viewed other agencies as competitors, seeing them as rivals in areas like website development and paid advertising. However, years of experience shifted his perspective. Today, his agency operates as a collaborator, working alongside other agencies and specializing in the middle of the funnel—where their expertise truly shines. According to Alex, most people don't know the nuances of every automation system, which one to use in each industry and how to help businesses grow quickly. This knowledge gap is where his team excels, helping businesses grow quickly by leveraging the right automation strategies tailored to their needs. Escaping Burnout by Selling the Agency Two years after starting his agency, Alex had two full-time employees and several contractors, even managing automated marketing solutions for a larger 25-person agency. Despite this success, he found himself overwhelmed and burned out. Looking back, he realizes the root of his struggles was that he hadn't chosen between being a solopreneur—taking most of the profits to fund his lifestyle—or committing to being a true business owner. Straddling both worlds, he continued accepting new projects for quick profits without building the necessary team infrastructure. His fear of hiring and potential failure led to increasingly unsustainable workweeks filled with late nights and weekends. This approach inevitably led to stagnation. Alex faced a classic dilemma: unable to handle more clients alone, yet afraid to bring on additional help. Like many inexperienced business owners, he had initially prioritized money over time and it took years before he learned to value time with his employees, family, and himself. His mindset reflected a common misconception among agency owners: that leadership means outworking everyone else and that constant busyness equates to productivity. Exhausted from this unsustainable approach, Alex ultimately sold his agency in a deal keeping him on as an equity partner. The arrangement promised relief from the administrative and management duties he disliked, allowing him to focus solely on sales. Post-Sale Breakdown: Cashflow Issues and Not Making Payroll The first weeks post-sale were great for Alex. He finally had time for himself and even went on a skiing trip with some friends. However, eight months later, the reality of balancing multiple roles began to take its toll. Juggling his sales responsibilities, equity partnership duties, and technical operations proved far more challenging than he had anticipated. Around this time, Alex and his partners discovered a critical issue: their invoicing process had completely broken down, resulting in six months of unpaid invoices, an oversight that left them without the funds to pay their 25 employees. With no money to cover payroll, Alex was forced to take out a high-interest loan, a decision that weighed heavily on him and his family. It became clear

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you hit the limit of the growth you can single-handedly bring to your agency? What steps are you taking to ensure you continue to be your organization's MVP? For many agency owners, reaching hitting a glass ceiling on growth signals the need to bring on a skilled operator to help eliminate low-value tasks from their schedule. Today's featured guest specializes in operations hiring and has developed a systematic approach to identifying and delegating low value tasks that consume CEOs' time and energy. As an expert in operational efficiency, she trains operators to create effective processes that free founders to focus on strategic growth. She shares her secret to a great hiring funnel, what results to expect from an operator's first 90 days in your agency, and the #1 thing an operator does for their agency founder. Learn actionable insights on breaking through operational bottlenecks and building a strong operational foundation through strategic hiring and training. Jhana Li is a former COO and the founder of Spyglass Ops, an Operations Hiring Agency, working on behalf of digital businesses to find and hire operations positions. She discusses the challenges agency owners face when trying to scale their businesses and share insights on breaking through the common glass ceiling that many entrepreneurs encounter. Jhana emphasizes that growth stagnation often occurs when founders reach their personal limits in creativity and productivity. She provides valuable strategies for developing new skill sets and building a capable team to propel business growth beyond personal capabilities. In this episode, we'll discuss: The secret to a great hiring funnel that attracts A-players. The crucial first 90 days that determines an operator's success. The #1 thing an operator does for a CEO. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. Scaling Your Agency Beyond the Founder's Glass Ceiling As a former COO, Jhana has seen the glass ceiling many founders encounter at some point in their growth occurs once they've hit the limit of the growth they can personally create. It's no longer about showing up and single-handedly working out every problem or how innovative they can be. Breaking through that glass ceiling requires both personal transformation and strategic team building. The path forward demands founders step back from their hands-on approach and focus on developing a trusted leadership structure. This includes establishing middle management positions across all functional departments, ensuring each area has dedicated decision-makers and strategic thinkers. Central to this evolution is hiring an operations manager who can unify the team and create organizational cohesion, transforming disparate departments into a synchronized whole. Do You Have a Hiring Funnel That Consistently Attracts A-Players? For Jhana, hiring A-players is not about fishing in the right pond but rather using the right fishing rod. Great talent is available everywhere but does your agency have a hiring funnel that will consistently extract the right A-players for the right role? A strategically designed hiring funnel serves as both an attractor and a filter, automatically screening out 95% to 98% of applicants before they reach the interview stage. This efficiency comes from carefully crafted criteria that not only draw in ideal candidates but also discourage those who wouldn't be a good fit, saving valuable time and resources. This approach contrasts sharply with the common scarcity-driven hiring mindset, where employers cast wide nets and hesitate to filter out any candidates. According to Jhana, a well-structured hiring system achieves better results by focusing on quality over quantity, ultimately leading to conversations with only the most promising 3% of candidates who truly align with the role requirements. What's the Secret to a Great Hiring Funnel? Building mousetraps in your job post and hiring process is one thing – for instance, Jhana and her team add a codeword to the job description that they'll ask the candidate to repeat during the job application process. However, she only uses that type of strategy for roles that require a high level of attention to detail. Other than that, she has a secret weapon that has consistently given her the best results: performing a skill assessment before sending a candidate to interviews. Skill assessments can take up to two hours, which is exactly the

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do your employees have a clear path for growth within your agency? Do they feel supported, empowered, and fulfilled in their role? Today's featured guest shares insights from his journey transforming his agency team structure that resulted in thriving for the business, his team, and himself. After years of struggle, this agency CEO took ownership of his role and developed a strategic approach to employee motivation and development. By reimagining annual reviews and creating meaningful growth opportunities, he shifted from an environment of stagnation to one of continuous improvement. In this interview, learn the benefits of offering a clear path for growth within your agency, and how to improve your team's experience during annual reviews. He also shares how to get yourself out of sales — if that's something you want — and why you need to keep doing what you love. Warren Wilansky is the president and founder of Plank, a Montreal-based digital agency specializing in arts and culture, nonprofit, and higher education projects. He shares his agency ownership journey and discusses the challenges of navigating the early days of the agency, including the learning curve of running a business and the evolution of his role as a sole owner. In this episode, we'll discuss: The mindset shift that allowed for team retention and growth. Redefining employee reviews and how to have them review you. Maintaining purpose as your agency grows. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. A Traditional Story of Accidental Agency Ownership Warren's journey is a pretty traditional accidental agency owner story. Starting with a communications degree, he transitioned from freelance website design to founding an agency with two partners. However, the partnership proved unstable—one left after six months, and the other departed after five years, ultimately leaving Warren as the sole owner for years, until his first employee became his current partner. Initially, Warren viewed his agency more as a collaborative collective among friends rather than a structured business. This perception shifted dramatically when his second partner departed, forcing him to fully embrace his role as a CEO. For the first time, he recognized the need to take complete responsibility for every aspect of the agency. While continuing to engage in website design—his original passion—Warren realized that his most critical project was the company itself and its strategic development. A Mindset Shifts that Allows for Employee Retention and Growth As he navigated the early stages of his agency, Warren quickly recognized the importance of hiring people who could outshine him in their respective roles. For instance, the agency hired its first creative director once he discovered someone who was a better designer than he'd ever be. This realization marked a turning point in his business strategy. Instead of attempting to be the best at every task, Warren embraced the idea that the success of his agency depended on assembling a team of skilled professionals who could bring their expertise to the table. Another important milestone in his hiring structure was the introduction of director-level positions. Initially, Warren adopted a model where all team members were viewed as equals, believing this would promote collaboration and creativity. However, he soon realized that this lack of hierarchy left employees with limited opportunities for advancement. Without clear pathways to grow within the organization, talented individuals often felt stagnant, leading to disengagement and, ultimately, turnover. A structured hierarchy with a path for career progression allows individuals who excelled in their roles to take on new challenges and responsibilities. It also serves as a chance for team members to figure out whether they liked the feeling of running a company, fostering a sense of ownership and accountability among team members. Redefining Employee Reviews - and Having Them Review You Most employees have a love-hate relationship with the annual review. On the one hand, they fear the feedback but on the other they also await the meeting in order to discuss a raise. At Warren's agency, the team conducts annual and quarterly reviews for more regular check-ins. Although they're still called "reviews" at Warren's agency, Jason's advice is to change the term to something that doesn't evoke feelings of judgment and scrutiny, redefining this process by labeling it as a "coaching session." This emphasizes the supportive nature of the interaction, fr

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Is your agency in need of a rebrand? Many of us are accidental agency owners who threw together a brand without fully understanding our niche or service offering; starting with just a basic name and logo. As the agency evolves this may signal the need for a strategic brand refresh. Today's featured guest runs a rebranding agency and shares the scenarios that could justify a rebrand, the difference the right will name make for clients to differentiate you, and share some rebranding strategies to keep in mind. Jim Heininger is a seasoned agency owner based in Chicago who runs two agencies: Dixon James, a strategic communication and change management firm, and the rebranding specialists known as the Rebranding Experts. With over 25 years of experience in the public relations industry, Jim discusses the importance of building a strong agency presence, why your name matters, and when is the right time to think about a rebrand. In this episode, we'll discuss: 2 big reasons agencies rebrand Why names matter for brand differentiation. Things to consider before renaming your agency. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. What Does Brand Mean? Jim built his career in the agency environment, spending 25 years in public relations working for some major agencies like Bushman Hillard and Ketchum. Later on, he worked for McDonald's as a communications strategist tasked with helping them get through some brand issues they faced at the time. His time at McDonald's taught him a lot about the perspective on agencies and how to form great client relationships to get the best work out of your agency. This time proved transformative for his career, it was when he had the opportunity to start his own agency and also when he started learning more about branding. Jim defines a brand as the comprehensive collection of experiences and assets that define a company, extending far beyond visual elements like logos to encompass customer experience, brand promises, and their fulfillment. While a brand ultimately exists in customers' minds, and you'll never be able to control how customers perceive it, you can influence that perception. Influential figures like Steve Jobs understood the importance of brand narratives and greatly admired Nike, which has mastered the art of branding by creating a strong identity that transcends their products. Businesses should actively manage their brand perception rather than allowing external forces to dictate it. Hence, it is only logical they consider rebranding once the brand no longer represents their business. 2 Big Reason to Consider an Agency Rebrand According to Jim, agencies are the business category that most frequently undergo rebrands. It makes sense, given so many are accidental agencies. Many agency owners begin as skilled practitioners who establish a business in response to growing client demand, often resulting in a created brands that may not stand the test of time. There are two common reasons why founders consider a rebrand: Make it all about the business, instead of yourself. Many agencies initially build their brand around the founder's expertise. As the business grows, however, there's often a strategic need to highlight the broader team's capabilities, reducing client expectations for direct founder involvement in every project. Niching down. Another common scenario prompting a rebrand is when an agency decides to niche down its services. While owners might worry about alienating existing clients through rebranding, Jim notes that clients typically focus more on service quality and results than brand aesthetics. Rebranding is not merely a cosmetic change; it is a strategic decision that requires careful consideration. If your current brand fails to differentiate you from competitors or clearly communicate your value proposition and target audience, it could be time to rebrand. Success lies in approaching it as a strategic initiative, involving key stakeholders, and maintaining focus on innovation and market relevance. Ultimately, a well-executed rebrand not only revitalizes an agency's image but also reinforces its commitment to delivering exceptional value to clients in an ever-changing environment. Why Names Matter for Brand Differentiation If we look around, we're surrounded by big brands with names that didn't necessarily mean much before their success gave it meaning. For examlpe, did "google" even mean anything before 199

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you need to get yourself out of agency operations so you can work ON the agency rather than in it? Are you stuck in processes and fulfillment when you should be looking at growth? It might be time to hire for the role of COO to ensure your agency's success. A Chief Operating Officer plays a pivotal role in an agency's development, significantly reducing the CEO's operational burden. However, timing is crucial – agencies should carefully consider their growth stage before initiating the search for a COO, and thoroughly understand the position's complexities to ensure an ideal match. Our featured guest brings a unique perspective to this discussion. Having served as both COO and now CEO at her current agency, she offers valuable insights into the essential qualities needed for the role. Her experience illuminates the delicate balance required between the visionary (CEO) and the executor (COO), demonstrating how this partnership can drive optimal agency outcomes. Brittany Filori is the CEO of 51Blocks and several other white label agencies serving agency owners and entrepreneurs. She discusses the crucial role of a Chief Operating Officer (COO) in agency management and shares her unique journey from starting at the bottom to becoming a CEO, providing valuable insights into the relationship dynamics between CEOs and COOs. In this episode, we'll discuss: Do you need a COO or an Ops Manager? The most important roles of a great COO. The crucial CEO-COO dynamic. Preventing COO burnout. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Should You Hire an Operations Manager or a COO? The decision to hire a Chief Operating Officer (COO) marks a critical turning point in an agency's growth journey. Brittany recalls transiting to a COO role once her agency was big enough to need department managers. Of course, this can vary from business to business but for her it comes down to whether the owner was ready to hand off the keys of the business' growth, and whether they needed a second hand to get the agency to the next level. Unlike an Operations Manager, whose role is managing the team, the COO is often seen as the backbone of an organization, responsible for ensuring day-to-day operations align with broader strategic goals. According to Brittany, bringing in a COO could be the best or worst decision you make, depending on who you put in that seat. It's certainly a tricky role to hire and Brittany urges agency owners to clearly define their needs. Are you seeking someone to manage personnel, or do you need a strategic thinker to drive business growth and operational excellence? These fundamental questions can mean the difference between a successful hire and a costly misstep. Strategic Operations Staffing for Growing Agencies For growing agencies not yet ready for a COO, an operations manager can provide crucial support by taking on team management responsibilities. Given the high-stress nature of operations and its potential for burnout, finding the right person requires careful consideration of both management skills and operational expertise. Agencies usually pay a pretty penny for someone who comes in with that talent. However, for smaller agencies that don't have the budget for an Operations Manager just yet, Brittany recommends training the best account manager to start to fit into that role. A great Ops Manager should be a great leader with attention to detail and the ability to see the big picture. This internal promotion strategy provides a cost-effective path to filling a critical role while also creating growth opportunities that can boost team morale and retention. 3 Most Important Roles of an Amazing COO A COO serves as the backbone of an organization, balancing multiple critical responsibilities that directly impact both the company's success and its culture. Here are three key attributes that define an exceptional COO: Comprehensive knowledge of the agency. A great COO must understand how each department functions independently and how they interconnect to support one another. This understanding extends beyond internal operations to encompass the client perspective, as every strategic decision must account for both team capabilities and customer experience. Strong financial intelligence is crucial for effective operations management. COOs must constantly evaluate agency profitability, assess resource allocation, analyze client contribution margins, and monitor employee costs. For example, an experienced COO like Brittany learns to view every decision through both a financia

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Is artificial intelligence revolutionizing business operations or threatening the carefully crafted storytelling techniques developed over decades? As many businesses struggle with integrating AI while maintaining authentic connections, today's featured guest offers valuable insights from his perspective as both an agency leader and AI advocate as well as someone who can see some of the fatigue caused by the ever-growing demand for constant information that has been aided by AI and the availability to create content faster and efficiently. He shares the ways he is integrating AI technology into his own agency, and why he believes it won't work when it comes to replacing the human touch. Learn about his vision for AI use in business, the trends he sees changing in consumer preferences in social media, and how agencies can adapt to AI. Marc Beckman is the co-founder and CEO of DMA United, a New York City agency specializing in style and design, with a broad reach into fashion, art, music, sports, and entertainment. He shares the pros and cons of building great relationships with company CMOs, his agency's challenges improving at self-promotion, and how he sees AI has affecting the very human art of storytelling. In this episode, we'll discuss: Building a reputation that attracts big brands. The double-edged sword of CMO relationships. AI integration done right; the framework agencies need. Did AI kill storytelling? Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. Building a Reputation That Attracts Big Brands Over thirty years ago, Marc, then the owner of a cosmetic company, met a branding specialist who had carved out his niche in the luxury sector. Their initial collaboration proved so successful that when Christian Dior acquired Marc's cosmetic company, the two of them saw an opportunity to create something bigger together and joined forces as DMA United. According to Marc, their agency's approach has never been about self-promotion or chasing after marquee clients for the sake of reputation. Instead, Marc and his partner built their reputation on letting the work speak for itself. By focusing on the work rather than the accolades, DMA United has built a reputation that attracts clients organically, including industry giants like Sony Music, Warner Brothers Entertainment, and Pepsi. Pros and Cons of Getting in Bed with a CMO Starting with their first big clients, Kerastase (a L'Oreal subsidiary), Marc's agency was able to move to working with other big names thanks in part to the relationships they built with CMOs. As CMOs move from one company to another, they often bring their trusted agency partners, creating a network of opportunities based on proven performance. Some of these CMOs have worked with his agency for their entire careers from big brand to big brand. This dynamic also presents challenges. When a CMO leaves, the new leadership may seek to reinvent their brand strategy, often leading to the loss of established partnerships. Marc acknowledges this double-edged sword but suggests agencies can mitigate this risk by diversifying their offerings. By expanding their skill set beyond traditional marketing and into emerging technologies like blockchain, Web3, and artificial intelligence, his agency has created a unique value proposition that makes it harder for people to let go of them. AI Integration Done Right: A Strategic Framework for Agency Innovation As a proponent and an author on AI integration in agency operations, Marc has developed a nuanced approach to incorporating artificial intelligence into his agency's work, focusing primarily on two areas: data analysis and content creation. In the fashion and lifestyle sectors where Marc's agency operates, traditional data analysis often poses significant challenges. Executive teams typically struggle with multiple data sets and time-consuming reporting processes, making swift market responses difficult. AI technology addresses this pain point by enabling real-time data analysis, allowing executives to make informed decisions instantly. CEOs and CMOs can now evaluate marketing campaign performance across platforms immediately and adjust budget allocations dynamically for optimal results. However, Marc's enthusiasm for AI comes with careful consideration of its limitations, particularly in creative work. While AI excels at generating quick visual content and creating operational efficiencies, his agency m

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you leveraging public speaking to grow your brand? Have you considered expanding your reach by having team members represent your company at events or interviews? Today's featured guest has transformed public speaking from a marketing tactic into a primary source of new business leads. In just three years, he went from getting most of his business from webinars to getting most of his leads from his speaking engagements. In this episode, learn the common fears that keep agency owners from speaking at more events, the type of speaker you should be to attract more business, and why you should consider building a team willing to share their expertise and promote your agency at events or interviews. Dale Bertrand is the founder of Fire & Spark, a Boston-based SEO agency with a team of 25. He shares his journey from being a software developer to diving into the world of digital marketing. He also shares about transforming his love for public speaking into a key agency tool to promote his business and getting new leads. With a busy schedule of 30 conferences annually, he shares how he built his speaking career and what lies ahead to keep the momentum going. In this episode, we'll discuss: Where to start in public speaking. Should you give away your secrets? Why the "giver" speaker sees results. Converting speaking engagements into business growth. The benefits of sharing the spotlight. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. How Public Speaking Transformed an Agency Frustrated with his previous career as a software developer, Dale sought to learn more about digital marketing. Already dabbling in website development and affiliate marketing in his spare time, Dale found the digital marketing field appealing enough to leave his coding career behind. This transition led him to consulting and eventually founding his own agency, which has grown into a seven-figure business. Until 2023, most new business came through webinars and strategic partnerships. However, an unexpected shift occurred as speaking engagements began generating the majority of his leads. This transformation was particularly notable by 2024, when conference appearances became his primary source of new business. Before the pandemic, Dale had only attended a few small events, enough to discover his passion for public speaking. Once restrictions lifted, came his big opportunity. Many conferences were now looking for speakers, as many dropped out due to the reduced audiences. Dale took the chance, said yes to everything, and started a new unexpected stage in his career where he now travels most weeks doing something he really enjoys. How to Easily Gain Confidence as a Speaker Understandably, many people fear getting on stage as an expert, especially if they're not very familiar with the subject. When Dale first started making taking the stage at these events, he spoke about his own case studies. It was a subject he knew well and felt comfortable talking about. This helped when it came to gaining confidence as a speaker and was something audiences loved because it was like pulling back the curtain on his processes and what he does. For Dale, this is the ideal place to start, because instead of a dry informational speech you're providing insights and tips based on something you actually worked on and are passionate about. How to Prepare for a Speaking Event: You should never just show up to an event without previously researching and preparing for the subject you'll be covering. Dale has a comprehensive "event playbook"—a detailed spreadsheet outlining thirty specific preparation tasks for each speaking engagement. This tool outlines key strategies and actions tailored to the specific conference, which includes researching other speakers, understanding the audience demographics, and identifying potential opportunities for networking. Understanding his audience allows him to craft targeted content that resonates with attendees, while additional initiatives like hosting dinner events create valuable opportunities for deeper connections in a more relaxed setting. While the process itself isn't complicated, Dale clarifies this is not a process he completes on his own. He has three people on his team who help him execute this playbook starting from the planning and execution to following up with attendees afterword. Why Being a Giver Delivers the Best Results In public speaking, you may encounter two types of speakers, the givers and the takers. The takers often approach speaking engagements with a transactional mindset

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you dedicated time to ensure the health of your email list? If you've built a 15,000-person email list for your business—that's a huge accomplishment! But what if that list isn't performing? If your open rates are as low, that number becomes meaningless. It's not about the quantity of subscribers, but the quality of your engagement. Moreover, if you're not consistently delivering valuable content that keeps you top-of-mind as a problem-solver, then you're not maximizing the potential of your list. Today's featured guest shares his insights on effective email marketing strategies, including optimal content delivery frequency, list maintenance best practices, and how his agency has evolved over the past decade. Drawing from his experience, he advocates for email marketing as a reliable channel that doesn't depend on unpredictable social media algorithms. He believes many companies are overlooking a gold mine by fixating on new client acquisition while neglecting their existing client base. Reade Milner is the co-owner of Rogue Pine, a digital marketing agency focused on the middle of the funnel and email marketing. Reade shares his journey into the world of digital marketing and discusses why many agencies are actually sitting on a gold mine when they're searching for new clients. Reade also shares how often you should be sending value content to your lists, and more. In this episode, we'll discuss: Why most agencies are sitting on a gold mine. How to build a newsletter people will actually want to read. Why 40% is the new 20% in open rates. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. How Real-World Experience Shaped a Marketing Career Reade's digital marketing journey began as a high school student, when he worked at a family business and was tasked with figuring out how to build a digital strategy to attract customers online. Looking back, he doesn't know how serious they were in trusting such a young person with an important component of their business. However, Reade took it very seriously since it seemed like a smart thing to learn. The abilities he gained from that experience and then starting and crashing his own business in college helped him continue down the path of marketing and content, working at an agency right after college. According to Reade, going through college taught him nothing about digital marketing or the skills he would continue to develop to succeed in that industry. Instead, it was the Hubspot certifications he completed during his time at that agency what helped him learn the marketing terminology he needed. At that time, he also started to take side projects, which led to eventually starting his own agency. Why Most Marketing Agencies Are Sitting on a Gold Mine Many businesses focus heavily on client acquisition while overlooking the valuable opportunity of growing their relationships with existing clients. These established relationships represent untapped potential for growth, as current clients already understand and trust your services, making them more likely to engage with additional offerings. To remain relevant in these clients' minds, Reade emphasizes the importance of consolidating client contacts from various sources—CRMs, spreadsheets, and databases—into a comprehensive email list and establishing consistent, meaningful communication through targeted content creation. What is stopping most people from grabbing this low-hanging fruit? Many fear that emailing clients too often leads to them unsubscribing from their list. However, the risk of being irrelevant to them is far worse and gets you nowhere. Remember, if you don't ask, the answer will always be no. Regular engagement will ensure customers are aware of your continued growth and ability to address their evolving business challenges. Moreover, satisfied clients often become brand advocates, providing referrals and testimonials that can be invaluable for attracting new business. 3 Key Sections to Build Newsletters People Actually Want to Read When it comes to client communications, Reade believes there's no such thing as too long, just too boring. If the information you offer is useful to people, they won't mind skimming through it to get to the most important aspects. If it's useless, however, they'll ignore it even if it's just a paragraph. If you're just getting started with a newsletter or are trying to establish consistency in your content, Reade recommend

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you face a lot of skepticism from clients who have been disappointed by agencies before? How do you go about gaining their trust? After seven years running his agency, today's featured guest still lists that mistrust as one of his primary challenges and talks about his strategic approach to overcoming this hurdle: combining client education with precise problem identification to deliver time-saving solutions that truly impact their businesses. This approach not only helps rebuild trust damaged by previous agency experiences but also positions marketing as a genuine catalyst for business growth. Join us as we explore how agencies can move beyond surface-level marketing solutions to become trusted partners in their clients' success stories. James Loomstein is the managing partner of Rogue Marketing, a digital agency based in Dallas that serves mostly mid-market B2B companies across various sectors. They are business builders committed to solving client problems, whether it's entering a new market, seeking acquisition, or launching new products. James reflects on his journey into the marketing world and the biggest challenges he faced while building his agency. In this episode, we'll discuss: Rebuilding trust and overcoming skepticism. The secret to agency longevity. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. A Winding Path into the Digital Agency Industry James began his career journey in the early 2000s with a clear goal: to work in marketing. Initially starting in consulting, he found the path to marketing restricted, with an MBA in marketing and strategy as one of the few avenues available. During his studies, he noticed his classmates worked at companies like Kimberly Clarke and American Airlines, which have them a significant advantage and positioned them for immediate brand management roles upon graduation. James realized early on that the way into the agency world was to start his own agency. However, he still needed the experience so he interned at a big company and after graduation he started to work at Omnicom as a business analyst. Over the years, he worked at different companies and startups. During the economic downturn of 2008, frustrated with job instability and slow career advancement, James established Digital Space. Over the next four years, he refined his business model, carefully selecting clients and defining his service scope. Eventually, he ended up working for the company where he met his future partner Chip. Once both he and Chip resigned two years later, their collaboration seemed natural. Chip's agency, Rogue, and James's Digital Space frequently worked together, leading to their official merger in 2016. This partnership marked the beginning of a successful joint venture that continues to thrive. Rebuilding Client Trust and Overcoming Skepticism Seven years post-merger, James identifies two major challenges they've faced in their growth journey. First, he's learned that accepting unsuitable projects benefits only the client or hired freelancer, never the agency. While difficult to implement, this selective approach has become crucial to maintaining the agency's integrity and fostering meaningful client relationships. Second, he's had to face the challenge of the damaged reputation agencies sometimes have among mid-market companies. Having been disappointed by previous agency experiences, these clients often approach marketing services with skepticism. James frequently finds himself rehabilitating the industry's image while diving deeper to uncover the true nature of clients' challenges. Often, what is labeled as a "marketing problem" may actually stem from underlying issues within a company's operational framework. Agencies must strive to understand the specific challenges their clients face and tailor their strategies accordingly. It is the way to create tangible value and measurable results for their clients. James attributes these agency failures to the low barriers to entry the marketing industry where anyone can claim expertise in marketing with minimal experience. He strongly advocates for aspiring agency owners to gain corporate or agency experience before launching their ventures, arguing that understanding business fundamentals is crucial for success with mid-market clients. Without this foundation, agencies risk failing both themselves and their clients. The Secret to Agency Longevity For James, new agencies should start by mastering a specific, well-defined service that delivers clear value to clients. What is something you can take

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you leveraging the power of podcasting to grow your agency? Whether through guest appearances on industry shows or hosting your own podcast, this medium offers unique opportunities to showcase expertise and connect with potential clients. However, while appearing on established podcasts can help spread your message, creating your own show ultimately provides greater control over brand messaging and client conversion. For marketing agencies, podcasting has become an essential marketing tool that can drive significant conversions. Today's featured guest, a podcast expert, specializes in helping clients navigate the complex balance between audience value and revenue generation. She tackles crucial questions many business owners face in their podcasting journey: optimal timing for monetization, strategies for brand partnerships, and most importantly, maintaining focus on audience benefit. Her insights reveal how to build a podcast that not only generates revenue but also provides lasting value to listeners. Traci DeForge is the founder and CEO of Produce Your Podcast, an award-winning podcast and marketing agency that is well-known for helping clients leverage their podcasts for revenue growth. She discusses the significant role podcasts play in driving revenue for business owners and consultants and shares her insights on best practices for pitching to get on podcasts, tips for being an effective podcast guest, and why the best call to action is leading people back to your own podcast. In this episode, we'll discuss: The easiest way to be a great podcast guest. The importance of storytelling to capture your podcast audience. AI-generated podcast content and it's limitations. How to re-energize a stale podcast. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Smart Pricing Table: Today's episode of the Smart Agency Masterclass is sponsored by Smart Pricing Table, an award-winning proposal software built just for marketing agencies and designed to handle your unique challenges and cut down the time you spend on proposal as much as 90%. Go to smartpricingtable.com/smartagency to see if this is the missing piece your agency needs. Schedule a demo and get 50% OFF for the first two months. Don't Be That Guest: Listen First, Pitch Later As a professional who helps clients maximize their podcast opportunities, Traci emphasizes that while podcasts can be powerful platforms for business owners to share expertise and promote their ventures, success requires a strategic approach. The most critical step before pitching yourself as a guest, she insists, is to actually listen to the show you're targeting. Nothing frustrates podcast hosts more than receiving pitches from people who clearly haven't invested time in understanding their show or audience. A potential guest can immediately stand out simply by demonstrating familiarity with the podcast's format, tone, listener base in their outreach, and more importantly, what value they can bring to that audience. Each show has its unique style and requirements, making a one-size-fits-all approach ineffective. The rise of AI-generated mass outreach has only heightened the importance of personalization. Many people send automated messages with text easily identified as something drafted by AI to be sent to maybe hundreds of people. A personalized approach reflects genuine interest and sets you apart from the countless generic pitches that inundate podcast hosts daily while also establishing rapport. This initial investment of time and effort significantly increases your chances of securing a guest spot and creating valuable content for the show's audience. Tips to Prepare to Be a Great Podcast Guest Once you get in and are set to be a podcast guest, there are ways you can ensure you'll be a great guest who provides great value to the show while making sure you also drive business. First, you want to be prepared for how a host usually runs their show. Ideally, Traci recommends you listen to a few episodes so you'll be familiar with the most important questions they ask and be prepared to answer in a thoughtful way. At the same time, you want to make sure you can come across to the audience as someone who is sharing relevant information about yourself and your business without it becoming an entire infomercial about your business. In this regard, Traci also mentions the importance of having a good call to action. Don't list fifteen different ways people can get in touch with you, but rather one specific request that enables you to continue the conversation with your audience after they've consumed the podcast. Ideally, send people to listen to your own podcast, since there's no better way to grow a show than appearing as a guest on other shows and being exposed to an audience who's already consuming podcast content similar to what you share. Using Storytelling

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Would your agency be ready for an unexpected acquisition opportunity? Could you make it work if the time and offer were right? One boutique agency owner faced this question when an unexpected offer transformed her lifestyle business into an acquisition prospect. Though she and her partner had no immediate plans to sell, they recognized the potential and methodically prepared for a successful transition. Learn about their experiences finding their niche in the industry, preparing for acquisition, their 'no regrets' attitude regarding the sale, and the reason why they approached negotiations with a thoughtful mindset that would benefit everyone involved. Kelsey Dixon is the co-founder of Davies and Dixon, an organic social media agency based in Seattle. She shares her journey into entrepreneurship, highlighting the transition from the events and hospitality industry to digital marketing, the way her agency's niche organically changed as she and her partner found the right audience, and more recently, her agency's acquisition process, including why she chose to lead negotiations with kindness and their successful earn-out story. In this episode, we'll discuss: Going from full service to finding focus. An unexpected opportunity to sell. Negotiating with kindness and thoughtfulness to ensure future success. How to negotiate an earn-out. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Accidental Agency: When Adaptability Meets Opportunity Kelsey never saw herself as an entrepreneur and had no plans of starting her own business. a chance meeting during an internship in New York would change her career trajectory. There, she met Mackenzie, a fellow intern who years later, would convince her to move to Seattle and start a business with her. As an agency owner, Kelsey found there were new surprises around the corner every quarter and every year. At age 24, she started out with no idea what she was doing; everything seemed new and unexpected. However, she believes this worked to her benefit since she approached the experience with naiveté and willingness to learn. With Kelsey's background in hospitality and travel, and Mackenzie's expertise in digital marketing, the two women initially planned to build an agency serving the hospitality sector. However, upon arriving in Seattle, they faced the significant challenge without a network in their new city. Their proactive networking efforts unexpectedly led them deeper into the local tech industry, naturally evolving their agency's focus and creating a new niche that differed from their original vision. Finding Focus: From Doing It All to Intentional Hiring In their early days, Kelsey and Mackenzie approached client acquisition with an eager, full-service mindset, taking on everything from PR to organic social media and branding. While they managed these diverse projects through talented contractors, Kelsey now realizes their determination to win clients' trust sometimes led them into areas beyond their expertise. As their agency evolved, they naturally discovered their true strengths through client feedback and successful outcomes. The organic process of finding their niche allowed them to recognize and pursue opportunities where their work could truly stand out. For eight years, both partners remained deeply involved in every aspect of the business, from client work to day-to-day operations. The preparation for acquisition marked a significant turning point, prompting them to narrow their roles as founders and delegate responsibilities. Though both partners initially struggled with the emotional challenge of stepping back from daily operations, their strategic approach to hiring made the transition successful. They built a team of talented individuals who often exceeded their own expertise in specific areas. This decision proved transformative – by placing trust in their capable team and focusing on their own areas of expertise, they not only improved the quality of work but also created a more efficient organization. Embracing the Opportunity to Sell Their Agency Selling the agency was not initially part of Kelsey's overall vision, at least not at the eight-year mark. However, a buyer agency reached out with an interest in acquiring Davies and Dixon, which prompted a thorough evaluation of their current circumstances and future aspirations. With two co-founders, Kelsey admits it's difficult to get on the same page in any decision. They were at a crossroads, having invested nearly eight years into building their agency so they laid out the

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you struggle to write proposals? Do you know the 2 keys to winning more clients in the proposal stage? Mastering the art of creating fast, high-quality proposals remains crucial for agency growth. The best way to guarantee your proposal has a chance to stand out from competitors is to ensure speed and accuracy. That is why our featured guest is sharing how he went from owning an agency to creating the tool for overcoming proposal anxiety. He spent years thinking about ways to turn what was often the worst part of the job for him into an easier and more enjoyable process and eventually launched a software that does just that. Learn more about Joe's entrepreneurial journey and insights into the agency world. Joe Ardeeser is a former agency owner and entrepreneur who ran a web design shop and high-end WordPress shop for twelve years. He shares his journey from agency owner to launching his latest venture, Smart Pricing Table. Joe discusses his early experiences in the agency business, highlighting his desire for independence and the challenges he faced, including developing RSI and chronic back pain, which led him to hire his first employees out of necessity. He reflects on the things that took away from his agency's growth and the way to keep improving your proposals until you're yielding the expected results. In this episode, we'll discuss: 2 keys to drafting a successful proposal. Learning from past mistakes to continuously improve your proposals. The solution to overcome proposal anxiety. Subscribe Apple | Spotify | iHeart Radio When Setbacks Become Stepping Stones in Agency Growth Joe's story begins with a common entrepreneurial struggle: the desire for independence. Truth be told, he didn't like having a boss. After working in a corporate environment that stifled his creativity and autonomy, Joe ventured into freelancing. However, an unexpected challenge arose when he developed an injury that hindered his ability to perform tasks like typing. This setback, rather than derailing his ambition, became the catalyst for hiring. Enlisting help helped Joe realize that delegating tasks could free him to focus on higher-level strategic thinking. The first time he realized the critical role played by that initial hire was during a simple errand. Upon his return, he realized his employee kept everything running smoothly in his absence. He was hooked. The experience highlighted the power of collaboration and the importance of building a team that could share the workload. As his agency grew, each strategic hire—from developers and designers to a pivotal sales manager—freed Joe to focus on broader business strategy. The decision to hire a salesperson, though questioned by some who thought the agency was too small, proved particularly transformative. By delegating the pressure of closing deals, Joe could finally step away from the day-to-day stress of revenue generation. Little by little his hires and careful delegation led to the big day when a client was onboarded without his input at any level and not even knowing the client prior to that moment. It was the moment he knew he had transitioned from an owner to a CEO. 2 Keys of a Successful Proposal: Speed and Precision As for so many agencies, Joe recognizes lead generation as a significant pain point for him. Luckily, the agency got tons of leads from Clutch back in the beginning. Still, they did a lot of one-time work and hadn't cracked the code on landing retainers. #1 - Speed Back then, Joe hated writing proposals, because of the urgency that came with it. In his experience, every day that went by meant the odds of getting picked went slimmed. In his experience, clients often go with the first-engaged vendor. By reaching out immediately, an agency demonstrates its commitment and also capitalizes on the momentum of the prospect's interest. #2 - Accuracy Secondly, the proposal, scope, and expectations must be accurate. If not, the project could blow up post-sale and become a nightmare. These two proposal conditions, it having to be ready quickly but also be high-quality, are two elements that come together to create what Joe calls "proposal anxiety" which is one of the bigger stressors in agency life. Your proposal should be detailed to avoid painful mistakes like greatly underestimating the time and resources you'll be investing on that project. According to Joe, it should be detailed enough to provide "handles to grab onto" without being obnoxious. Vagueness will lead to situations where all your resources keep getting sucked into that project without the proper limits to stop at a certain point. Why You Should Record All Issues with Previous Proposals to Yield Better Results Ideally, agency owners should keep a repository of all the learnings from previous projects. Record all the issues you've ran into that could've been avoided by clearing it up in the

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What are your goals for your agency this new year? Which new heights are you hoping to reach and what needs to change in order for you to get there? As we step into a new year, agency owners start setting ambitious targets. But achieving these goals requires more than just wishful thinking—it demands a clear understanding of three critical elements: where you want to go, who you need on your team to get there, and perhaps most importantly, how you need to evolve as a leader. Today, we're joined by a special guest who has witnessed countless agency journeys firsthand. As a key member of the Jason Swenk team, she's become a trusted companion to our mastermind members, guiding them through their growth challenges and celebrating their victories. Her unique perspective comes from years of observing what makes agencies thrive, understanding their common hurdles, and helping create environments where both businesses and people flourish. Tune in for an engaging conversation about teamwork, growth, and the importance of a community that can help you evolve as a leader. Stacey Green is the Director of Happiness for the Jason Swenk and Agency Mastery team. After ten years working side to side with Jason, she's on the show for the first time to share the insights into her unique role, which encompasses client success, event planning, and keeping the team organized amidst the chaos. As she celebrates her 10-year anniversary with the team, Stacey reflects on the evolution of her position and talks about some of the changes she's seen over the years. Listeners will gain a behind-the-scenes look at how she ensures the smooth operation of the podcast and the agency's mastermind calls. In this episode, we'll discuss: 10 years of shaping agency success. Identifying your agency domino. The mastermind advantage. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. How a Director of Happiness Shapes Agency Success As Director of Happiness at the Agency Mastery and Jason Swenk Team, Stacey has spent the last decade wearing many hats. This unique title, crafted collaboratively with Jason, encompasses everything from ensuring client success and orchestrating events to keeping Jason focused :) Through her regular interactions with mastermind members, Stacey has gained a profound insight into the agency landscape: while the industry constantly evolves, the fundamental challenges agency owners face—and their approaches to solving them—remain remarkably consistent. The industry, however, is rather mercurial in its constant change and only those willing to adapt will thrive. The mastermind program itself reflects this philosophy of adaptation. When Stacey first joined, the membership process was simply transactional—pay the fee and you're in. However, experience taught us that cultural fit is crucial for the community's success. This realization led to the development of a more sophisticated vetting process, ensuring new members align with the group's goals, ethics, and lifestyle values. The result has been the creation of a more cohesive and effective community of agency owners who truly support each other's growth. The Agency Domino: Identifying Your Agency's Critical Success Factor Towards the end of the year, Jason challenged his mastermind members to identify their critical "domino"—that singular element that, when properly aligned, sets everything else in motion for their agency's success. This exercise isn't just theoretical; it's born from real-world experience, as Jason and his team face many of the same challenges they help other agencies overcome. Take marketing talent, for instance. Over the past two years, the team has struggled with finding and retaining the right marketing person, cycling through several mismatched hires. Yet this challenge has offered valuable lessons, helping Jason and Stacey better understand the essential qualities they need in their ideal candidate. As we enter the new year, agency owners should approach their goal-setting with three crucial questions: Where do you want your agency to go? Who do you need to hire to get there? And perhaps most importantly, who do you need to become as a leader? This final question is critical because an agency can only grow as far as its leader's capabilities. Personal growth isn't just beneficial—it's essential for pushing your agency to new heights. The Mastermind Advantage: Accelerating Agency Growth Through Collective Wisdom While one-on-one coaching can be valuable, many business owners eventually hit a ceiling in their growth—a point

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What is the one key thing that is holding you back from know your agency's value? For many it's having the financial literacy necessary to build an agency worth buying. Today's featured guest learned that financial literacy can make or break an exit strategy. Despite his early start in business and formal education, it was the guidance of an outsourced CFO that truly transformed his understanding of business finances. This knowledge proved invaluable years later during acquisition negotiations and his successful exit. From his teenage ventures in website development to building a thriving digital agency, and ultimately, to negotiating a successful exit on his own terms, join us as we explore the beginnings his agency and essential lessons on the importance of financial literacy, knowing your worth, and preparing for life after the sale. Brian Rodriguez is the founder of Gatorworks, a digital marketing partner that helps clients reach their goals and keep them informed. He recounts how he stumbled into agency ownership while in high school in 2001, a time when many businesses lacked an online presence. Brian discusses balancing his agency while pursuing his business degree, how hiring an outsourced CFO completely transformed his understanding of how to run a business, and how knowing his agency's value helped him negotiate a favorable exit deal. In this episode, we'll discuss: Boosting confidence and clarity by understanding the numbers. Negotiating a successful strategic exit by knowing your agency's value. Why knowing when to let go is important in a successful exit. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Agency Owner Training: If running your agency is leaving you feeling isolated and trapped, it's time to get a little FREE help to take back control. That is why we are offering free resources HERE at agencymastery360.com/training. You will find free courses on generating more leads and converting more clients. No strings attached, just a few helpful resources get you out of the weeds and back to growing your agency. Boosting Confidence and Clarity by Understanding the Numbers Brian started his agency as a high school student back in 2001, when he was just a kid experimenting with new technologies. Though he soon found clients and started to charge $200 for building a website, he quickly realized his strengths lay not in design or development, but in the business aspects of the work. Hence, he started recruiting freelancers to handle the technical work while he focused on client acquisition. Throughout college, Brian continued running his fledgling agency, applying his business studies to strengthen its foundation. After graduation, with youth on his side and nothing to lose, he decided to dedicate himself fully to growing the business. Yet success didn't come overnight – it took five years before he started seeing meaningful momentum. The early years proved challenging, marked by financial struggles and an evolving business model. This changed in 2011 when he hired an outsourced CFO, a decision that marked a turning point in his understanding of the financial dimensions of his business. During their first four-hour session together, Brian gained crucial insights into his agency's financial workings that transformed his perspective as a business owner. This newfound financial clarity not only boosted his confidence but also provided him with a clearer vision for his agency's future direction. Pivoting to Stability by Changing Projects to Predictable Revenue Brian's monthly meetings with his CFO became a cornerstone of his professional development, transforming his approach to business management. Through these sessions, he developed a deep understanding of crucial KPIs: top-line revenue, cost of goods sold, gross profit, overhead expenses, and net income. This knowledge enabled him to set concrete financial targets, including a 50% gross margin and 15% net margin, shifting his focus from simple revenue growth to sustainable profitability. During this period of financial enlightenment, Brian also recognized a fundamental challenge in his business model: the instability of project-based work. This realization prompted a strategic pivot to SEO and Google Ads services that would provide the predictable revenue streams necessary for stable, long-term growth. This way, slowly evolved to an entire suite of digital marketing services that ended up being a game changer for his agency. How Financial Literacy Led to a Successful Strategic Exit By 2016, Brian had built his agency into a thriving business generating nearly $1 million in revenue. With stable profits and predictable growth, he wasn't actively seeking to sell, after years of receiving offers that simply weren't the right fit. This changed once a respected local media company, owner of five radio stations and boasting a century

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training The Smart Agency Masterclass podcast reached new heights in 2024, delivering game-changing insights from entrepreneurs who transformed their challenges into triumphs. From battling impostor syndrome to scaling revenue and reclaiming personal freedom, our guests didn't just share their success stories—they offered a blueprint for agency owners walking the same path they once traveled. Industry titans like Guy Kawasaki and Gino Wickman brought their hard-earned wisdom to our listeners, creating moments that resonated deeply with our community. As we reflect on this remarkable year, I'm excited to share some of the most powerful conversations that shaped our 2024 season. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Matt Shields on Building Communities for Client Success For Matt, one of the best decisions he made when it came to building his client community was modeling it after an already successful group. In this case, they modeled Joe Kaplan's agency community, which they knew well having been through it. They loved the community, coaches, and mastermind and strived to build the same for real estate agents, a move that proved to be successful. By bringing clients together, providing coaching, and inviting experts, they aimed to foster a competitive environment that motivated them to excel and achieve success. However, he does admit to some missteps, most notably failing to set clear expectations for community members. The absence of clearly defined core values can lead to chaos and disarray and can result in a community that lacks cohesion, where individuals operate independently without regard for the collective goals. Matt set this right by setting community standards and clear core values, and giving members the option to say no once the standards were clear, which according to Matt only made them more likely to say yes in their eagerness to be part of a tribe. The competitive nature of realtors within the community sparked a desire to outperform each other, leading to increased effort, dedication, and ultimately, success. Furthermore, Matt emphasizes the role of a free Facebook group in building this community. He and his partner purchased an existing Facebook group within their niche, which had 8,000 realtors. This acquisition proved to be a valuable resource, as it provided a platform for interaction, engagement, and the opportunity to showcase their expertise. The free group served as a stepping stone for potential members to become part of the main paid community, as they were already familiar with the agency's values and offerings. Dimi Albers on Taking a $500M Agency to Global Markets Back in 2014, Dimi's agency made the pivotal decision to expand its services and target international clients. They wanted to transform from a design and tech-focused agency into a company that covers the customer's full digital journey. This strategy was considered relatively unique and presented an opportunity for growth. At the time, the agency had a very good reputation in The Netherlands and was valued at 15 million USD. Even with capital backing, they remained relatively conservative in investments. Dimi focused on establishing profitability for core revenue drivers within a tight 12-18 month timeframe. For Dimi, an agency is fundamentally a people business and requires making sound decisions consistently rather than betting on a few big moves. He has a client-first approach to expanding globally, and says niche or market domination is not as important as being client-focused. More than market leadership, he thinks it's about who you're servicing and whether or not you're helping them grow and save money. His agency methodically built its value proposition in the Dutch market first. From this solid foundation, they gradually expanded into Europe, the US, and ultimately APAC - advancing to new geographies only after careful evaluation of their capability strengths and each market's receptiveness. This thoughtful, capability-driven approach to global scaling enabled successful service expansions into new territories. Guy Kawasaki on Overcoming Self-Doubt and Finding the Hidden Benefit of Imposter Syndrome Thinking back on his career, Guy reflects on the things that held him back at times and finds that most people are held back by their mindset. You can have people in your life who don't believe in you and, as much as it sucks it's also a relatively easy thing to ignore as long as you believe in yourself. However, if you don't believe in yourself, then that's a real problem. In

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you shy away from cold calling for fear of rejection? Or, do you think cold calling is dead in the digital age? Today's guest runs an SEO agency that grew from a small project with four clients to a full-service agency. Discover how a focused cold-calling campaign landed him seventeen clients in his first month. In this episode, youl will also learn the reason he prioritizes culture fit over impressive resumes in his hiring process, why he believes relying on just one lead source is playing a dangerous game, and why he believes that open communication is the key to building trust with clients. Marc Brookland, the owner of SEO Locale, a full-service digital marketing agency specializing in search engine optimization. He shares his journey into the world of SEO and how much things have changed in that field, from focusing on repeating a keyword as much as possible or having more backlinks than the next guy to a complex and sophisticated process to improve your website traffic. He also discusses the challenges he's faced with hiring and ho open communication has shaped a trusting relationship with clients. In this episode, we'll discuss: Building his agency on cold calling success. Hiring for culture fit over skill set. Why open communication doesn't mean losing your agency's 'secret sauce' Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Taking a Leap of Faith to Become an Entrepreneur When Marc landed his first SEO job, he discovered his true calling and began dreaming of running his own agency. It was there he met his future business partner, and together they started mapping out their entrepreneurial ambitions. Though passionate about SEO, Marc soon felt constrained by the role's narrow focus and yearned to expand his digital marketing expertise. He left that agency to go work in-house, where he finally got to challenge himself being a team of one in charge of social media, website management, and SEO. This was the test that convinced him that he could start his own business. He began taking on agency clients on the side, though still hesitant to fully embrace entrepreneurship, and accepted another in-house position. Fate intervened when his employer's pivot led to staff layoffs, presenting Marc with a choice: stay on as an employee or transition to a contractor role. Recognizing this as his opportunity to finally commit to his agency dreams, Marc chose the entrepreneurial path – and never looked back. Agency Success Built on Cold Calls Although it started as a small operation, Marc spent the first month as an agency owner cold calling businesses and was able to bring seventeen clients with this strategy. This campaign was undoubtedly a huge success thanks to his unwavering determination to connect with potential clients. Where many shy away from direct outreach due to fear of rejection, Marc embraced the challenge. It was also thanks to a methodical approach to identifying potential clients. By utilizing data scraping tools, he was able to target businesses that were likely to benefit from his services. Interestingly, Marc's experience highlights a common misconception about cold calling which is cold calling is an outdated or ineffective strategy in today's digital age. In his opinion, agency owners can't be afraid of sales because there's no way around it if you're starting your business from scratch. Although it's not something he's revisited after the agency took off, cold calling provided him an opportunity for direct interaction, fostering relationships that can lead to long-term partnerships because the ability to engage authentically with potential clients can set a business apart from its competitors. Nowadays, SEO is his agency's number one lead generator, followed by referrals and word of mouth. The skills he honed in those early days—effective communication, resilience in the face of rejection, and the ability to identify and address client needs—remain integral to the agency's operations. Hiring for Culture Over Skillset Hiring is one of the biggest challenges at Marc's agency at this point of their growth. He and his partner are trying to focus on hiring the right people. For them, this means hiring people who fit into the agency's culture. They're much more interested in this than in hiring people with an impressive resume. At the end of the day, skills can be taught, but intrinsic values and work ethic are often more difficult to instill and Marc is much more interested in finding individuals with a genuine drive an

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you caught in the challenging "no-man's land" of agency ownership—where growth meets gridlock? Despite years of management experience, today's guest discovered that running a digital agency demanded more than strategic acumen alone. His journey reveals the often-overlooked complexities of agency leadership that can transform an owner's dream into an operational maze. Although he felt comfortable making the strategic decisions as a manager, as an owner he found himself pulled in countless directions. From juggling legal complications, financial decisions, and HR responsibilities—areas far removed from his core strengths and passion for marketing strategy. In the end, he recognized the only way through was setting up the right processes for the agency to grow without him and ultimate decided to sell. Tune in to learn about building a successful marketing agency and the principles that guide his approach to client service. Robert Royer is the Founder & President of Building Brands Marketing, a full-service marketing consulting agency based in Victoria, Texas. For over 17 years, Royer worked in leadership positions for companies across South Texas building hundreds of marketing strategies for small to large businesses and ultimately worked his way up to starting his own business. Building Brands Marketing has grown to over 25 employees in that time frame, seeing a rapid growth during the pandemic. Recently, he decided to sell and will talk all about what led to this decision. In this episode, we'll discuss: From acquisitions plan to a successful exit. Liberating yourself from agency ownership. Being aware of the personal costs of agency ownership. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Tearing Down One Business Plan and Pivoting to Another Robert started out selling newspaper ads looking for a way out of the restaurant industry. As newspapers pivoted to digital platforms, he found himself leading a digital agency. This experience provided invaluable insights and the confidence to eventually launch his own venture. In 2018, Building Brands Marketing was born, initially conceived as a lean, independent consulting agency focused on SEO and high-level strategic services. However, Robert quickly discovered the limitations of a solo operation. Within just two months, he was referring out critical services like video production and website design. The solo work also exposed significant challenges: he lacked direct control over quality and was burning out, working an unsustainable 80-90 hours per week. Finally, he tore down his initial business model and went the route of the more traditional ad agency he thought he'd left behind. Fortunately, his agency's unique location in South Texas—an area with limited competition—became a strategic advantage that amplified his growth potential. In fact, the agency quickly attracted people with just the skills he needed, which was key in catapulting his agency just as the pandemic started. From Acquisition Plans to a Successful Exit After years of strategic growth and careful positioning, Robert's entrepreneurial journey with Building Brands Marketing reached an unexpected but deliberate conclusion. Just seven years after launching, he made the strategic decision to sell the agency —a move driven by a profound understanding of his own strengths and limitations. Basically, Robert felt he was holding the agency back and being pulled in too many directions to do things outside his zone of genius. To him, continuing to do things that occupied too much of his time and kept him from focusing on what he does best in the business was leading him to plateau. It also just seemed like the right move considering the synergy between his team and their now parent company. It relations started out differently, with Robert and his partner looking at agencies to potentially acquire to grow the business. They wanted to scale and be able to focus on what they loved to do, which is the strategy and operational side of the business. The legal, finance, and HR isn't what they excelled at so they focused on preparing SOPs and systems to hand off that part of the business to someone else. The decision to sell was based on the synergy they shared with that company and the fact they're a major player at the national scale. It was a good match, with them bringing value with their expertise as a small business division. The sale not only provided financial rewards but also positioned the agency for continued success under new leadership. How to Liberate Yourself f

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you inadvertently holding your agency back? We are all guilty of it! Many agency owners eventually confront a challenging reality: they themselves are the primary bottleneck preventing their business from reaching its full potential. Today's featured agency owner has recognized this critical insight and is actively working to transform his approach. By strategically empowering his team and gradually delegating operational responsibilities, he is creating a pathway for the agency to expand beyond its current limitations. Hear an inspiring conversation about overcoming entrepreneurial challenges and unlocking an agency's true potential through intentional operational restructuring. Steve Phipps is the founder of Wayfind Marketing, an agency that works with service-based seasoned B2B companies focusing on mapping out clients' strategy, website, and content for sustainable growth and increased ROI. Steve discusses his journey into the world of digital marketing and shares the pivotal moment inspired him to launch his own agency in 2015. He emphasizes the importance of strategy in marketing, explaining how his initial offering has evolved into a full-service agency. Listeners will gain insights into how agency owners can prepare the grounds to delegate effectively and stop being the bottlenecks preventing agency growth. In this episode, we'll discuss: Getting out of your own way: breaking free from the founder's bottleneck. Leading with a clear vision to ensure your team's success. Empowering your sales team to make the process their own. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Breaking Free from Founder's Bottleneck by Facing the Delegation Dilemma Steve's career took an unexpected turn in 2011 when he transitioned from a corporate digital marketing role to an agency position. His talent and dedication quickly propelled him to the position of VP, where he envisioned a long-term future. However, a sudden turn of events—the unexpected passing of the agency owner and finding himself in line to buy that business.— Although the deal fell through, Steve realized he was ready to step out on his own and launched Wayfine Marketing. With a strong focus on strategy, he tailored the agency's services to service-based B2B companies, helping them transform scattered marketing efforts into cohesive, lead-generating strategies. However, as the business grew, he encountered a familiar challenge: he became a bottleneck in his own processes. The strategy development process for clients became a significant source of strain. Despite having a capable team, Steve found himself deeply involved in the intricacies of creating strategy decks, often resorting to late-night work sessions to meet client demands. Recognizing the need for delegation, Steve is actively working to empower his team. He is committed to upskilling his team members, equipping them with the necessary tools and knowledge to handle strategic tasks. Hence, one of his current challenges is to rework the agency's processes and systems to where he's not involved in everything and can focus on the areas where he is strongest and rely on his team for everything else. Leading with Purpose: How A Clear Mission Drives Team Success One of Steve's primary goals is to equip his team with the ability to make informed decisions that align with the agency's overarching objectives. By fostering a shared understanding of the agency's mission and goals, he aims to create a culture of clarity and purpose. When team members grasp the agency's "North Star," they are better positioned to evaluate opportunities and challenges critically. They can ask themselves: "Does this align with our mission?" and "Is this beneficial to our agency?" By encouraging these thought processes, leaders can ensure that everyone is working towards a common goal. A clear mission statement serves as a roadmap, guiding the agency's growth and providing team members with a sense of direction. When employees understand the agency's trajectory and their role within it, they are more likely to take ownership of their responsibilities, leading to increased accountability and initiative. The next step will be to record yourself doing a task you never want to do again. By documenting processes and sharing insights, leaders can create a repository of knowledge that becomes accessible to the entire team and fosters an environment where team members can learn from past experiences, both successes and failures, and apply those lessons to fu

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Is your team leveraging AI beyond basic content creation? Did you know your sales process can be more efficient with the help of AI? While many agencies focus on AI's obvious applications, today's guest reveals a more innovative approach: using artificial intelligence to mine the wealth of unstructured data generated during sales interactions. By capturing and analyzing these often-overlooked conversations, his agency has discovered valuable insights that are transforming their sales process. In our fascinating discussion, we'll explore how AI is revolutionizing not just data analysis, but the entire advertising landscape. This interview is an in-depth conversation about the convergence of technology, community building, and cutting-edge marketing strategies. Andrew Eklund is the founder and CEO of Ciceron, a digital agency that excels at amplifying brands by creating bespoke audiences and activating them in the places they are. He shares insights from his journey in the digital landscape, starting from the dawn of the public internet and his early experiences with AOL. He discusses the evolution of his agency from his first clients to now specializing in applying advanced AI to audience segmentation and modeling, and shares what he predicts will and won't change about our current use of AI in advertising and sales. In this episode, we'll discuss: Turning sales conversations into strategic assets with AI. Why unlocking the capabilities of AI requires engagement. Harnessing AI for sales success. How AI could change advertising for good. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Educating Clients to Embrace New Technology Andrew's pioneering spirit led him to start his agency almost thirty years ago at the dawn of the public internet, back when a digital agency basically set up people's first email address and websites. Starting out when people still didn't know very much about the internet, Andrew often had to overcome skepticism about the viability of online business. His determination to prove that people would eventually embrace e-commerce, despite widespread hesitance to share credit card information online, led him to establish IndieSonic, one of the first independent music online portals. This venture not only validated his predictions but also provided a tangible example to clients of the digital marketplace's potential. Even with this willingness to engage clients in e-commerce during a time of skepticism, it took many years for most to start embracing it. During the dotcom crash, many predicted the internet's demise and a return to traditional business models. Yet ironically, this period coincided with the emergence of today's tech giants, who would ultimately transform the digital landscape forever. Turning Daily Sales Conversations into Strategic Assets Back in 2022, when ChatGPT 3.5 came out, Andrew gathered his team and explained that whatever the future with AI was, they had to be all in on it. To him this was without a doubt the direction things were headed as soon as the technology became available. He wanted his team to be prepared for a future where platforms like Google and Meta would have features to basically automate their jobs. Instead of rejecting that future, they should embrace it before clients did. Initially, his team used ChatGPT in the obvious ways, like creating the ad copy. However, it wasn't the most exciting way to use this technology. Andrew wanted to put it to work in areas where humans struggled so he focused on using it on the often-overlooked and unstructured data generated during human interactions, particularly in sales environments. When salespeople engage with clients, they gather valuable insights about customer perceptions, needs, and preferences—information that is rarely documented in formal data sets. This intellectual capital, if left unharvested, evaporates daily, representing a missed opportunity for organizations to refine their strategies and improve their offerings. Now Andrew's team has implemented a system known as the "intelligence hub," which serves as a central repository for various data sources, including recordings of sales calls. By utilizing AI to analyze these recordings, he can extract meaningful insights that inform sales training, marketing strategies, and product development and captures intellectual capital to transform it into actionable intelligence that drives business success. Why Experimentation is the Key to Unlocking the True Capabilities of AI Like many of these AI innovations ChatGPT seems to

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you mastered the art of always obtaining the client's budget? Are you ready to elevate your pricing strategy and focus on quality over quantity? There are certain things that will only get easier with experience. Yet, all agency owners should be aware of how crucial it is to adapt your pricing model and client acquisition strategy to ensure long-term success. Today's featured guest started his agency in 1997 and has learned a lot about the milestones that changed his agency's growth path, the things that had to change along the way, and why continuous improvement and evolving capabilities are the best way to adapt to a changing market. Tune in to learn more about the challenges and triumphs of building a successful agency, the pricing strategies that have kept his agency afloat, how he is navigating a recent acquisition, and the improvements yet to be made to cement his agency's brand. James Pietruszynski is the CEO of SoulSight, a full-service brand design agency that collaborates with partners to deliver visionary work with a soulful approachability. With 27 years of experience, James shares insights into the evolution of his agency. He reflects on the milestones that have defined his growth journey, the lessons about understanding the value you bring to clients to grow beyond a certain point, what he's learned from a recent acquisition, and more. In this episode, we'll discuss: The factors that drove his agency acquisition. Strategies to create sustained agency success. Why you should be raising prices instead of taking on new clients. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Continuous Improvement, Acquisitions, and Evolving Capabilities as the Pillars of Enduring Success Currently running an agency that is well over the eight-figure mark, James looks back on starting in 1997 and the many milestones that mark this journey, measured primarily through the caliber of clients and strength of brand relationships. One of their first big moments was winning major client Molson Coors, which marked their entry into the realm of Fortune 100 brands. This initial breakthrough catalyzed the agency's expansion as they continued to grow with a focus on client retention, with some client partnerships spanning two decades, a testament to their commitment to excellence. As a team, they set their long-term goals through a three-year planning process, where they anticipate potential challenges and identify opportunities for growth. They evaluate what they know and make predictable assumptions of what may happen and then focus on things that need to change and improve to be more efficient. At the heart of their continued success lies a commitment to evolution and adaptation. James regularly assesses internal capabilities and actively seeks opportunities for enhancement, whether through restructuring creative teams, streamlining operations, or pursuing strategic acquisitions. A recent example is their acquisition of a wellness-focused brand design agency—a strategic move that not only expands their service portfolio but also strengthens their ability to meet clients' changing needs. Chemistry and Retention as Factors Driving an Agency's Acquisition Strategy When acquiring another agency, always take the time to ensure that the values, mission, and vision of both organizations align. For James, chemistry and retention were the most important elements he looked for in an ideal partner, not only for a successful acquisition process but also to foster long-term relationships that drive sustainable growth. If this chemistry extends beyond just the leadership and through the entire organization, it will influence how teams interact and collaborate post-acquisition, ensuring a smoother transition and integration. As to the second element, Jim was looking for an agency demonstrating five to seven years of client retention. When it came time to negotiate the purchase, he favored an earn-out model, which has proven consistently effective in his experience. For the most part, he found that the agency partners and leadership team had no problem sticking around after the purchase to help grow the agency so he worked with the leadership team to structure a deal that included both upfront cash and performance-based incentives to ensure they remained motivated to grow the business. Although it's not for everyone, for James this model not only protects the acquiring agency's investment but also fosters a sense of shared purpose and commitment among the teams

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you tired of the endless cycle of client demands and shrinking margins? Is your agency struggling to differentiate itself in a crowded market? How can you elevate your agency from a service provider to a strategic partner? Today's guest shares how he identified an untapped market opportunity that revolutionized his business approach and established his agency as a respected HubSpot and Shopify partner. His experience shows how focusing on internal brand strength, selective client relationships, and strategic pricing can transform an agency's profitability and market position and offers valuable insights for agency owners seeking to break free from the cycle of demanding clients and diminishing returns. Join us for an inspiring conversation about navigating career paths and the importance of adaptability in business. Bob Afsari is the CEO and founder of Campaign Creators, a full-service digital marketing agency and HubSpot partner focused on helping their clients onboard and optimize their Hubspot environments. Bob shares his unconventional journey from studying neurobiology and working in molecular biology research to launching an agency in 2011. He reflects on the surprising turns of his career as well as expanding partnerships. In this episode, we'll discuss: Shifting from retainers to productization to redefine agency success. Finding the sweet spot between passion, skill, and value. Why too many choices kill agency sales. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Revolutionizing HubSpot and Shopify Onboarding Bob's journey to agency ownership was anything but conventional. After earning a degree in Neurobiology, Physiology, and Behavioral Science, he initially planned to pursue a medical career. However, a brief stint in San Diego led him to make a sharp turn, ultimately opening his own agency in 2011. Today, Bob's agency has become a HubSpot and Shopify partner, specializing in an area ripe for innovation – the onboarding process. Businesses purchasing HubSpot licenses, particularly the professional or enterprise versions, are required to undergo a mandatory onboarding that can be both cumbersome and costly, often taking up to 90 days and requiring significant financial investment. Recognizing the pain points his clients were facing, Bob stepped in to revolutionize the onboarding experience. By productizing the process, his agency has created a more efficient and cost-effective model. Instead of the traditional 90-day onboarding, they offer a streamlined 20-working-day process, reducing not only the time commitment but also the overall cost by 20% compared to traditional onboarding services. This innovative approach has allowed Bob's agency to carve out a unique niche in the market, catering to clients ranging from solo entrepreneurs to large corporations that are seeking a more seamless and accessible onboarding experience for their HubSpot and Shopify platforms. A Product-Led Approach to Agency Profitability Initially operating on retainers, Bob soon discovered that revenue growth didn't necessarily translate to increased profitability. Instead, it created a challenging cycle of constantly expanding the workforce to meet growing demands. The traditional retainer model's limitations became increasingly apparent. Clients would pay for monthly hours without clear deliverables, creating uncertainty on both sides. This often led to awkward conversations about unused hours and rollovers, while agencies struggled with workload management and resource allocation. Recognizing these challenges, Bob started to think of ways to make intangible marketing services tangible by productizing what they did and making sure there was a clear offering that empowered clients to engage with the agency in a way that suited their unique circumstances. This shift greatly helped eliminate the ambiguity. Some clients preferred to take a gradual approach, while others sought comprehensive solutions immediately and productization allowed for this flexibility, enabling clients to choose how they wished to utilize the agency's expertise. As teams become more efficient in deploying these products, the agency can scale its offerings without compromising quality, ultimately leading to enhanced profitability. Why Too Many Choices Kill Agency Sales The shift to productized services requires a deep understanding of client needs and a commitment to delivering tailored solutions. Successful agencies not only productize their services internally but also present these offerings clearly to clients. B

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you cultivate a collaborative culture? Does everyone on your team feel empowered to contribute and share? That is the secret sauce that this guest has learned over the course of his time in the industry. Today's featured guest will share common branding mistakes as well as how to brand with longevity in mind. His approach challenges common misconceptions about branding, revealing why many businesses falter from the start in their brand-building efforts. To him, the journey to building a successful brand hinges on the ability to validate ideas, fostering a culture of experimentation, and embracing the lessons learned from both successes and failures to navigate the complexities of the market with greater agility. Tune in for an enlightening conversation on the art of branding and fostering a collaborative culture. David Frederick is the co-founder of Head Over Heels, an agency dedicated to helping brands and consumers build lasting relationships. He shares insights on the common misconceptions surrounding branding and emphasizes the importance of storytelling in creating authentic connections. Plus, he discusses the things people commonly get wrong about branding and consequently fail to convey a brand's essence and highlights the need for original, thoughtful branding strategies. In this interview, we'll discuss: Common branding mistakes. The key to brand longevity. Cultivating a collaborative culture as the key to creative success. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. What People Get Wrong About Branding Effective branding goes beyond surface-level aesthetics - it's about crafting a compelling narrative that resonates with consumers. However, David has observed that many brands, particularly on short-form media, often miss the mark when it comes to truly understanding and communicating their brand story. The lack of a deep, nuanced grasp of branding can lead to content that fails to bring the brand to life. This is a critical misstep, as storytelling should be a central pillar in forging meaningful connections with the target audience. This storytelling approach fosters a two-way conversation, allowing consumers to feel involved in the narrative. Ultimately, consumers are increasingly drawn to brands that authentically align with their values and experiences and creating these experiences will take a deep understanding of the brand's core identity and a team that cultivates originality and embraces new ideas. Cultivating Originality as the Key to Brand Longevity Brands that fail to embrace originality risk becoming indistinguishable from their competitors, reducing their ability to attract and retain loyal customers. To cultivate originality, they must invest time in understanding their core identity. Branding has become formulaic when it should be about who you want to talk to specifically and how you want to address them. Instead, most brands want to follow trends like being on TikTok because it's the popular thing to do, when their consumer might not even be reached on that platform. Understanding the core identity of a brand involves thorough exploration of its DNA, including its mission, vision, and values. It requires asking the right questions: What do you stand for? Who is your target audience? How can you communicate your message in a way that resonates with that audience? The answers will help brands carve out a unique space in the market that reflects their true essence. Cultivating brand originality is an ongoing process that requires a willingness to adapt. Ultimately, it all comes down to the product - no matter how compelling the brand story, a formulaic offering will struggle to gain traction. Once the brand's core identity and value proposition are defined, the focus should shift to aligning growth strategies with the brand's challenges and aspirations. Identify your challenges and aspirations to form a clear vision of what you want for your business beyond "we want to grow". For example, if a brand is already recognized within its niche but seeks to reach a broader audience, it should define what that growth looks like. Is it about increasing awareness, generating leads, or enhancing customer engagement? By clarifying these goals, brands can create a roadmap for their branding strategy. The Art of Collaboration as the Secret to Creative Success The ability to generate and execute innovative ideas is paramount in this industry, and to David something very much linked to team work. He recounts the time he

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What if the secret to finding exceptional agency talent lies in conducting fewer interviews? Finding exceptional talent is perhaps the most formidable challenge in running an agency. When hundreds of applications flood in, the absence of an efficient screening process can transform talent acquisition into an exhausting ordeal of endless resume reviews and interviews. The same is true for prospective clients. Do you have a process for screening them to see if they're the right fit? Or do you find out too late that you're working with the wrong ones? Today's guests went have found success in both hiring and client retention by developing a filtering process that not only saves time but consistently identifies great matches. Listen in as they explore the highs and lows of running an agency, the impact on personal relationships, and their commitment to a "business for good" initiative. Alex Melone and Andrei Marin are the co-founders of CodeCrew, an email marketing agency that works for the betterment of the world by driving real, sustainable, and exciting growth. They share their journey of starting an agency and reflect on the challenges of entrepreneurship, particularly the cutthroat nature of business that contrasts with their initial idealistic approach. In this episode, we'll discuss: Learning that a "bad fit" client is the result of a bad process. A strategic filter to break free from interview fatigue. Mastering team retention. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Why a Bad Fit Client is the Result of a Bad Process Alex and Andrei's journey into agency ownership was driven by a desire to address the inefficiencies they had observed in their previous agency roles. However, as they navigated the complexities of running their own agency, they encountered challenges they had not anticipated. One of the most striking revelations was the cutthroat nature of the industry. Their initial idealism was met with client relationships that deteriorated due to minor financial disputes, rather than the collaborative and positive environment they had hoped to foster. The duo realized that a "bad fit" in an agency-client relationship stemmed not from the client themselves but from the processes and criteria used to select them. As a result, Alex and Andre now put greater effort into thoroughly vetting prospects. They realized their initial conversations with potential clients — often limited to just a few hours — were insufficient to gauge the long-term compatibility of the partnership. When it comes to talent scouting, they emphasize the importance of referrals from existing team members, as these connections often yield leads that align more closely with the agency's culture and ethos, increasing the likelihood of forming partnerships that are not only profitable but also enjoyable and fulfilling. Weeding Out the Wrong Candidates in the Hiring Process Finding and retaining talent has proven to be the most challenging aspect of scaling an agency, a reality that surprised Alex and Andrei. With their agency inundated with applications, the traditional hiring process became overwhelming and inefficient, losing time with candidates who lacked the qualifications or initiative needed for the role. To streamline their candidate selection, they've recently integrated video screening into their hiring process, which has turned out to be a game-changing innovation that helps enhance overall efficiency. Instead of sitting in a 40-minute interview with candidates they can see from the first few minutes are just not a good fit, they now review 5-minute video submissions, allowing them to quickly identify promising applicants before proceeding to formal interviews. Even though they do have other steps to this process, the video portion has helped them weed out people who just weren't a good fit. Only candidates who nail this part move forward to the formal interview and comprehensive testing that evaluates both technical skills and problem-solving abilities. Mastering Team Retention by Creating a People-First Culture At the heart of Alex and Andrei's agency success lies their commitment to working with people who share their values and goals. This philosophy has resulted in remarkable team retention, with many original team members still contributing to the agency years after its founding. The secret to their retention success lies in creating a vibrant workplace culture at CodeCrew that goes beyond traditional work relationships. Through contests, light-hearted banter, and team activities,

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you navigating the complex world of influencer marketing? What do you look for in an ideal creator-agency collaboration? Many agency owners focus solely on follower counts when seeking creator partnerships, but is that really the key to success? Our featured guest launched his influencer marketing agency in 2019, anticipating the explosive growth of the creator economy. Having built his business over the past five years, he brings valuable perspectives on what truly matters in creator-agency relationships. Through both successes and setbacks, he's developed a nuanced understanding of what makes these partnerships thrive. Tune in for insights into the influencer industry and the challenges of running a business with a partner. Alex Sunshine is the founder and CEO of Rising Suns Agency, a social media influencer agency that specializes in connecting brands and influencers. He built his agency five years ago when he noticed a need for more representation from influencers. He'll share the complexities of mixing business and personal relationships, why real influence and trust is worth more than millions of followers when working with influencers, and the future of the influences economy. In this episode, we'll discuss: What you should look for in an influencer partnership. Setting realistic expectations for a successful creator-agency relationship. The future of creator economy in the AI era. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. You Are Who You Associate With: Being Cautious Agency Partnerships Alex's journey into the influencer marketing industry began organically, helping his then-girlfriend manage sponsorships and grow her social media presence. Although their relationship eventually ended, this experience proved invaluable when he launched his own agency in 2019, having identified a growing need for professional influencer representation. Over the past six years, his agency has flourished, now employing a team of 25 people. However, this growth journey has taught Alex one crucial lesson: the importance of careful association, particularly when it comes to bringing new people into the business. In his view, agency owners make the assumption that bringing in a partner or employees is straightforward and that they share their same level of skills, independence, and character. However, that is not necessarily the case and even three months might not be enough time to learn about someone's true character. While there are strategies like starting with temporary arrangements, such as 1099 contracts, before transitioning to more permanent roles, Alex draws an interesting parallel with dating and admits there are many variables. In the end, you can't be sure what you're going to get so be very careful with who you associate your agency brand that you've worked hard to build. His advice is to be vigilant and take time to thoroughly evaluate potential partners' values, work ethic, and overall compatibility. After all, a business's success isn't solely determined by its products or services – it's equally dependent on the strength and integrity of its partnerships. Working with Influencers? What You Should Look For The key to successful influencer marketing isn't necessarily working with those who have massive follower counts. What truly matters is finding individuals who have carved out their own distinct niche and built a trusted relationship with their audience, regardless of its size. This trust becomes the foundation for authentic engagement and meaningful impact. The most effective influencers are those who remain true to their genuine passions, whether they're sharing financial advice, discussing tech trends, or creating entertainment content. Their authentic approach naturally creates a unique identity that resonates with viewers. Modern audiences have become increasingly sophisticated, gravitating toward creators who offer genuine insights and relatable experiences rather than carefully curated personas. This shift in audience preferences reflects a broader evolution in influencer marketing. Today's followers are less impressed by flashy displays of lifestyle and wealth; instead, they seek content that adds real value to their lives. This transformation emphasizes the importance of substance over style, with successful influencers focusing on creating meaningful, impactful content. To effectively deliver value, influencers must deeply understand their brand partners' challenges and create content that meaningfully addresses

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you trapped in the exhausting cycle of "monthly chases," constantly pursuing short-term goals at the expense of long-term vision? Today's featured guest stood on the brink of giving up, worn down by the relentless pursuit of monthly numbers. He decided to shift focus with a ten-year plan to start building an agency that could run without him. This way, he has been able to focus on different ways to grow the agency, like launching proprietary technology that turned into a fantastic foot-in-the-door and starting a podcast that has given him the opportunity to get in front of his target audience on a weekly basis. Tune in to hear Jim's inspiring story and insights on entrepreneurship and marketing. Jim Matuga is the president and founder of InnerAction Media, a marketing agency that works with small startups and non-profits. Jim shares his journey from aspiring copywriter to starting his own agency in 2011, discusses the pivotal moments that led him to take the leap, how he broke free from the monthly chase, and the credibility that comes from developing proprietary technology. In this episode, we'll discuss: Breaking free from chasing monthly numbers. Turning AI adoption into agency innovation. Getting in front of your target audience with a podcast. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Starting an Agency at Life's Crossroads In a departure from most agency owner stories, Jim had wanted to start an agency from very early on in his career. Armed with an advertising degree and visions of becoming a Madison Avenue copywriter, he seemed destined for the agency world. However, things didn't go as planned and he ended up working in radio and local newspapers for fourteen years. Instead of crafting campaigns in a Manhattan high-rise, Jim found himself building a career in radio and local newspapers. For fourteen years, he climbed the corporate ladder, but each promotion felt like a step away from his true ambition. Finally, 2011 became Jim's year of transformation. In the midst of a difficult year he figured it was now or never. It seemed like the right time to jump into business as he was starting over after losing everything. After many years as a dream, his agency started on a random Tuesday from his kitchen table working from a used Mac he bought off Craigslist. Breaking Free From the Monthly Grind All agency owners go through a stage where it seems they're doing everything and the agency itself is going through constant ups and downs. For Jim, it was right after the pandemic. During a session with his business coach, Jim voiced what many agency owners feel but few act upon: he was tired of the monthly scramble and ready for fundamental change. Basically, Jim wanted a business that didn't depend on him to run successfully. Rather than being defined by the numbers on a monthly report, he envisioned a future where the agency could operate seamlessly, even in his absence. The breakthrough came through a crucial decision: bringing a longtime team member into the financial heart of the business. This wasn't just about delegating tasks—it was about sharing: Complete financial transparency Decision-making processes Strategic planning responsibilities Ownership of outcomes With this collaborative approach, Jim was able to help this employee understand the part of the business he most disliked: sales. By working together, he was able to adapt his own personality and values to the sales process, resulting in innovative strategies and business development that Jim had not previously imagined. Such empowerment fosters a culture of trust and accountability, where team members feel valued and motivated to contribute to the agency's success. Building a Strong Team Beyond the Solo Visionary After fifteen years of growing his agency, perhaps the most valuable lesson for Jim has been that even the most brilliant vision needs a strong team to bring it to life. While his creativity and entrepreneurial drive launched the agency, its sustained success would depend on something more—the collective talent of a well-developed team. Building a team that really understands their roles in the agency's overall goals requires patience. You'll need to give them time to develop into their roles, and give them opportunities and path forward with a clear vision of what the agency could be and what it should be. This approach to leadership—rooted in patience and understanding—yields more than just a capable team. It creates an environment where innovation flourishes, resilience builds naturally, and

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What happens when your entire industry comes to a sudden halt? Are you positioned for adaptability in the face of challenge? As an events agency owner, today's featured guest watched his business model crumble in just one week when the pandemic struck and nearly devastate the entire events industry. It seemed the events industry survive however by embracing technology, his agency successfully transitioned client events to the digital space. They created innovative virtual experiences that kept the business alive during the lockdown. Now, as in-person gatherings return, he's navigating yet another evolution: the emergence of hybrid events, as he tries to warm his clients up to this concept. Learn the most common pitfalls in event organization and his vision for the future of events in a post-pandemic world. Mark Testa is the founder of the Mark Stephen Experiential Agency, an agency that specializes in creating memorable consumer experiences that help their clients stand out at major events. With over 20 years of experience, Mark discusses his journey from aspiring set designer to leading an agency that integrates live experiences with digital elements to help brands stand out, and how the pandemic almost ended his business. In this episode, we'll discuss: Key elements of a successful event. Learning to pivot in the face of change and adversity. Integrating AI to create successful hybrid events. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Threading a Path From Set Design to Experiential Marketing Mark's journey into the experiential marketing industry began with a different dream altogether. Originally aspiring to become a set designer in New York City, he took what he thought would be a temporary detour into designing window displays to support himself. This seemingly modest compromise eventually led him down an unexpected but rewarding path. As his work evolved from window displays to product launches, Mark found himself increasingly drawn to the creative challenges of his new role. Even when he attempted to return to NYU to pursue his original dream of set design, financial constraints led him back to visual merchandising at Macy's and working with sponsors during Fashion Week. This experience with sponsors naturally evolved into a consulting business, where Mark helped brands create impactful environments that achieved their marketing objectives. A subsequent position managing events for a magazine further expanded his horizons, allowing him to travel and develop a passion for event production that eventually eclipsed his theatrical ambitions. After eight years in the industry, Mark transitioned to freelance work, which organically grew into his own business venture. Though he initially didn't define his company's identity too rigidly, the increasing competition from full-service event companies prompted him to formally establish himself as an experiential agency. 3 Key Elements of a Successful Event that People Often Get Wrong Overall objectives: One of the most crucial elements in planning an event is understanding the underlying objectives. It's one of the first things Mark tried to define with clients. Are they looking to build a new business? Build brand awareness? Data collection? That needs to be clear before moving forward with planning. Time: Next, the client should be aware that planning an event will require a lot of time, to the point you'll need to treat it as a job. Time is an element people usually don't understand and they figure an event can come together in a matter of a few weeks. As a rule, Mark and his team don't take any new gigs that are under six weeks because they won't be able to execute it to the best of their abilities. The more time you have to prepare the better the event will turn out. Audience: Who is the audience the event is trying to reach? Realistic and clear about the goals are very important. Maybe you think a large event will make a big impact, but depending on the audience and the goals you can do better with a 40-person event that gets a conversation started with the ideal target audience. Just make sure to have a clear call to action. Don't just send people off with a "thank you for coming". Instead, invite them to have a conversation if they liked the event and if it touched on some of the issues they've been having with their businesses. The Fourth Step: Establishing Clear Financial Expectations Understanding the hidden costs of event organizing is crucial for successful client relatio

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you frustrated by slow growth? Does client churn keep you from really propelling ahead? Do you put off crucial decisions because you're afraid of making the wrong choice? Today's guest's successful track record wasn't enough to make him confident in his decisions on hiring or the stress of client turnover. A shift in focus helped him see consistency and adaptability are the key to agency growth. Learn about how he kept going and the strategy that helped him get through decision paralysis. He also shares the content marketing approach that transformed his agency's pipeline and helped them grow. Curtis Hays is the owner of Collideascope, a digital agency specializing in B2B lead generation services. He shares his early struggles to form an effective hiring strategy, and how a podcast has been just what his agency needed to address self-promotion to build their pipeline. In this episode, we'll discuss: Maintaining momentum when growth feels slow. The power of podcasting to build the pipeline. Breaking through decision paralysis. Embracing mistakes in agency leadership. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Converting Corporate Experience into Agency Ownership Curtis began his career working in corporate right after college, starting with roles at smaller companies before landing an IT position supporting sales and services at a Fortune 500 company. Years later, he decided to relocate with his wife and found himself struggling to find work in his new city until he connected with two agency owners specializing in web development and IT services. Taking charge of the IT services division, Curtis innovatively transformed the agency's business model by implementing a retainer-based approach for IT services and went on to run that division for ten years. His journey into agency ownership began once he figured it was time to start consulting and working on his own. Little by little he brought together a group of agency professionals he met over years in order to complement the services he provides, ultimately building what is now Collideascope. How to Maintain Momentum When Growth Feels Slow Thanks to a solid network, Curtis hasn't experienced the typical struggles of finding and retaining talent. For most of his time with the agency, people who come work with him end up staying, which has allowed him to maintain a very low turnover rate. He is aware this is not always the case, as his team is frequently called to assist agency teams when they're experiencing turnover. On the other hand, marketing has been especially hard for him as he struggles to balance client needs with the demands of marketing his own agency. This is a common dilemma, where the focus on client work can overshadow the necessity of promoting the agency brand. It seemed like every time he was finally getting ahead by gaining a new client he was losing another one. As a result, even though he has seen growth year-over-year, it's been slow and never quite where he want s it to be. The resulting emotional toll has tempted Curtis to give up. However, he has learned to cultivate a positive mindset that embraces that growth is not just about the number of clients but also about building resilience and adapting to change. In his experience, working with clients can help maintain this positive attitude. Instead of always working on the backend of the business, he makes sure to always get some consulting time, which gets him the opportunity to have some wins helping clients solve problems and gets him excited to do his work. Sometimes it may seem like you've tried everything, however, a harder look at your process may reveal a key change that could help improve your results. As Curtis has learned, consistency is about committing to a process of continuous improvement and adaptation. Whether it's refining service offerings, nurturing client relationships, or engaging in marketing efforts, the consistent application of effort is what drives growth. Converting Listeners to Clients: The Power of Podcasting for Agencies When traditional content marketing methods like newsletters and blogging weren't delivering the desired results, Curtis changed the strategy to try their luck with a podcast. The journey wasn't immediate success. The first six months were admittedly challenging, marked by slow growth and a steep learning curve. However, once the team found their rhythm, the podcast began to yield unexpected benefits. Not only did it generate new leads, but it also served as a powerful educational tool for prospects in

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you ever felt like abandoning your agency? Overwhelmed or insecure about the direction the agency is headed? If so, you're not alone. At some point, we all face moments of doubt and struggle to keep momentum. Today's guest is an agency owner who built his business over the past ten years. He recently experienced a downturn that led him to question whether he still enjoyed the work. It was a solid business plan and clear vision that helped him get the agency back on track. Learn more about why he needed clarity and communication to get his confidence back and what excites him about the new developments of generative AI and how it's changing advertising. Ed East is the founder of influencer marketing agency Billion Dollar Boy. He shares his journey into the agency world, creating a database connecting blogs with brands and agencies. Ed also discusses the low point that made him question his commitment to the agency, the realization that helped him rebuild his confidence, and the new tech that is already revolutionizing advertising and brand-audience connections. In this episode, we'll discuss: How clarity builds new momentum for agency growth. Leveraging generative AI to elevate the creative process. How agencies can use creator advertising. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Turning a College Hobby Into a Legitimate Agency Although he's an accidental agency owner, Ed was always keen on starting a business which is why he took his first entrepreneurial steps during university. Back then, he started a blog with some friends focused on lifestyle, music, and sports that quickly got up to 50,000 views a month. However, they soon realized that page views alone weren't enough to generate an income. Luckily, with so many views it was just a matter of time before they started to get offers to promote brands on the blog. This development led to a new idea: building a database where agencies and brands could find the right blogs to place their ads. As they worked on that database, YouTube and Instagram started to surge as a new way to advertise content. This changed the plan a bit; it wouldn't be a database just for blogs but also include social media accounts. How Clarity Builds New Momentum for Agency Growth Over the past decade, Ed's journey in the agency world has been a rollercoaster of experiences, teaching him valuable lessons about perseverance and adaptability. Reflecting on his original business plan, he's come to appreciate the importance of balancing a clear vision with the flexibility to navigate unexpected paths. Interestingly, he has only recently questioned his commitment to the business. Although the thought of giving up has never crossed his mind, Ed did start to question the enjoyment he got from the work he was doing. The catalyst for this soul-searching was the challenging economic climate, which saw marketing budgets slashed. This has added a lot of pressure to agencies that saw their growth slow down while client expectations rose. It all took a positive turn once Ed created a well-defined plan and shared it transparently with his team. And even though the agency is not out of the woods yet Ed's renewed sense of purpose and his team's alignment have positioned the agency to face the future with confidence. When all team members understand the agency's overarching goals and their roles in achieving them, they are more likely to feel empowered and energized. This newfound confidence can lead to innovative solutions and a more robust pipeline of opportunities. Ultimately, clarity acts as a catalyst for action. Without it, you won't be able to build a strategy that you'll follow to success. Leveraging Generative AI to Elevate the Creative Process Being in influencer marketing, Ed has seen the integration of Generative Artificial Intelligence (Gen AI) emerge as a transformative force. Although very new this use of AI can work very well when done correctly and is reshaping the creative collaboration paradigm. This technology not only streamlines creative processes but also enhances collaboration between brands and creators, leading to innovative and impactful campaigns. One of the most striking revelations from his experiences is the shift in perception regarding the role of Gen AI in creative campaigns. Traditionally, brands viewed Gen AI as an add-on—a supplementary tool to enhance existing creative strategies. However, Ed sees the response from brands during presentations led by his CMO are markedly different.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Has your agency reached a growth plateau? Have you thought about narrowing your focus to enhance your marketing efforts? In this interview, you'll hear from an agency owner who relied on referrals for years until the post-pandemic landscape shifted. While his business thrived during the early pandemic, it faced challenges as larger clients began consolidating. In response, he strategically pivoted to specialize in the biotech sector. Tune in to explore his initial hiring challenges, the transformative effects of niching down, and his ongoing refinement of the sales process to secure more clients. Daniel Lofaso is the owner of Digital Elevator, a marketing agency focused on helping helps emerging biotech companies with full-circle marketing campaigns. He discusses challenges he found in building the right team, the reason he decided to niche down and the impact it has had on his agency, his approach to selling, and more. In this episode, we'll discuss: Trading short-term profit for long-term success. Striking a balance between niche marketing and client diversity. Is honesty a problem in sales? Being Sales-centric vs. Solution-focused Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. From the Skies to the Agency Path Though he earned his pilot's license after college, Daniel realized his heart wasn't in aviation. Instead, a connection with a fellow flight school student who had agency experience sparked a new direction. T together, they launched an SEO agency targeting the legal sector. This was a pioneering move at a time when digital marketing agencies were just beginning to explore the potential of SEO and social media platforms. Eventually, his entrepreneurial spirit emerged from years of reading his father's business books which led Daniel to venture on his own. It seemed like the logical move for someone who always knew he just wouldn't be happy as somebody's employee. However, he admits it was probably too early and needed support from his parents until he could get his footing, but ultimately the early start proved to be a valuable learning experience. Fourteen years later he has grown his business to a successful agency that made it past the post pandemic struggles and managed to successfully pivot to a new niche. Trading Short-Term Profit for Long-Term Success Like many agency owners, initially struggled with early hesitation to invest in talent due to the immediate financial implications. He was accustomed to a certain income and the prospect of hiring new talent meant a temporary setback in monthly earnings. However, a realization changed his perspective: scaling wasn't just about acquiring more clients—it required building a capable team that could deliver exceptional results. Daniel came to understand that strategic investment in talent wasn't merely an expense on the balance sheet, but rather a catalyst for long-term growth and personal freedom. This investment would allow him to step back from day-to-day operations and focus on what truly mattered: strategic planning and nurturing client relationships. In the end, it's not just about the money but also about saving time. Agency owners tend to make decisions based on short-term cash flow rather than time, which inevitably leads to burnout and missing important moments with family. Of course, concerns about maintaining consistent revenue to support employee salaries weighed heavily on his mind. Yet, the decision to invest in human capital ultimately became the defining factor between stagnation and success. By overcoming his initial hesitation and embracing the power of a skilled team, Daniel discovered the key to unlocking his agency's potential. This shift in mindset not only fostered a culture of innovation but paved the way for sustainable growth—proving that sometimes the biggest leaps forward require taking a calculated step back. Finding the Right Balance Between Niche Marketing & Client Diversity After experiencing significant growth during the pandemic, the agency faced a plateau as some big clients were acquired by larger entities post-Covid and no longer required their services. This setback forced Daniel to pivot and reassess his business strategy, ultimately leading him to specialize in the biotech industry. The agency already had clients in this niche that had historically accounted for a large percentage of their income. This meant they already had experience and the case studies to attract more clients, which made it a great strategic move to redefine the agency's positioning. Nonetheless, Daniel al

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you searching for innovative ways to supercharge your agency's lead generation? What's your number one source of leads and how can you scale it? Leveraging partnerships is one of the most effective lead generation strategies for agency owners. This is something today's featured guest understands very well, as someone who understands the powerful role a good partner plays in growing an agency's business. His approach goes beyond mere networking—it's about creating a web of mutually beneficial relationships that naturally drive growth. His success stems from a simple yet powerful principle: help others succeed, and your own success will follow. Discover his philosophy on building relationships before asking for favors and how podcasting can enhance professional development and foster meaningful connections in business. Jeremy Weisz, is a seasoned podcaster, entrepreneur and the co-founder of Rise25, an agency that helps companies launch and run podcasts profitably. Through his podcast Inspired Insider, Jeremy has been amplifying voices and building bridges for small entrepreneurs for over fifteen years. He talks about his work helping businesses launch and manage their own podcasts and reflects on the incredible guests he's interviewed, including notable figures like the co-founder of Pixar and the founder of Atari, highlighting the invaluable insights gained from these conversations. In this episode, we'll discuss: A strategic approach to scaling your agency. Ensuring mutual benefits and shared values in partnerships. Building relationships before asking for favors. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency's toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Leveraging Partnerships for Sustainable Agency Growth Agency growth often begins with referrals, a crucial element in pushing past the first million in revenue. However, referrals alone aren't scalable and typically have limitations. When Jeremy thought about a way to create a predictable referral pipeline the only logical answer seemed to be partnerships. Business partnerships are collaborative relationships between two or more entities aimed at achieving mutual benefits. These partnerships can take various forms, including joint ventures, strategic alliances, and referral partnerships. The primary goal is to leverage each partner's strengths to create a synergy that enhances value for all parties involved. To find your ideal partners, Jeremy recommends building a list of the best companies in your industry who share your audience. Who are those organizations and people that could be great referral partners and how could you give as much as possible to them? After all, the best way to get a referral is to give a referral. Next, think about how you could help them. It could be referring clients, writing a LinkedIn post recommending their services, hosting them on your podcast, or even commenting and sharing their post on social media. This way, you'll not only be showcasing the partner's expertise but also reinforcing your commitment to supporting their success. It's very important for Jeremy that this referrals are given without expecting something in return. If the company holds the same values as you, they'll also be givers and return the favor, thus solidifying the relationship. By forming strategic alliances with other businesses, companies can access new markets, share resources, and amplify their reach and adopting a giving-first approach will help you build strong, lasting partnerships that contribute to their overall success and resilience in the marketplace. Reciprocity in Partnerships: Ensuring Mutual Benefits and Shared Values How do you know when a partner is not the right fit after a while? The giver mentality is commendable but you should be looking to align with partners who share similar values and are equally committed to the relationship. If a partner consistently takes without reciprocating, it may be time to reevaluate the partnership. Successful collaboration requires a balance of giving and receiving; thus, businesses must remain vigilant in ensuring that their partnerships are mutually beneficial. Maybe you've referred numerous clients to a partner, only to receive little acknowledgment in return. This lack of appreciation can lead to dissatisfaction and, ultimately, the dissolution of partnerships. In contrast, when appreciation is expressed, it fosters goodwill and encourages continued collaboration. A simple thank you can go a long way in reinforcing these connections. Mutual respect and acknowled

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you need guidance in your agency journey? Could a coach be the game changer your agency needs? Maybe so, but maybe not. Many agency owners naturally turn to a coach for support and growth advice. And, while coaches excel at addressing specific challenges, their impact often plateaus after a few months due to the inherent limitations of single-perspective coaching. Today's featured guest is our scale specialist who has closely observed the growth trajectories of numerous mastermind members. Through his unique vantage point, he's witnessed how the most valuable exchanges often occur organically — outside of scheduled meetings — when members freely share experiences and insights. These connections flourish during in-person events, where authentic relationships take root. He sees the way these relationships foster trust and create a dynamic environment for growth that transcends what any single "business coach" provides. As Agency Scale Specialist on our team, Darby Copenhaver regularly meets with all our members and connects with them at our in-person events. He sees just how much those events make a difference in the ways which members engages with the community. The live events foster the community element so each member receives guidance and advice for their particular challenges while also having fun and connecting with peers in a way they wouldn't if stuck in a conference room all day. This conversation highlights the difference between what agency owners think they need and the actual support they might benefit from. In this episode, we'll discuss: The limitations of 1:1 coaching for agency growth. 3 benefits of an agency owner community. The power of in-person connection for professional growth. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Why Coaching Alone Isn't Enough to Scale Your Agency One of the challenges of scaling past a certain point is the vision you need to get there often necessitates some outside help. At this point, most agency owners figure they need a "coach" to get them to the next stage of growth. This is undoubtedly the right approach for many people. However, while coaching can provide valuable insights and strategies, there are inherent limitations that come with relying solely on individual coaches. As many agency owners find out, coaching has a finite perspective. Despite the expertise and experience of a coach, their ability to offer solutions is ultimately constrained by their unique viewpoint. Darby and Jason agree, coaching has a very important role in addressing specific business challenges. Coaches bring a wealth of experience and knowledge instrumental in helping agency owners navigate obstacles. A coach can provide tailored strategies, accountability, and a sounding board for ideas, — all incredibly beneficial, especially for those who are just starting or facing particular hurdles. Each coach has their own set of experiences, beliefs, and methodologies that inform their approach. While this individuality can lead to innovative solutions, it also means that the coach's insights are inherently limited to their own understanding of the industry and the challenges faced by agency owners. In light of these limitations, Darby advises agency owners to seek a more diversified array of resources and perspectives. Relying solely on a single coach creates an echo chamber, where ideas and strategies become repetitive and lack the innovation necessary for sustained growth. Instead, they should consider leveraging a combination of coaching, peer support, and community engagement. 3 Main Benefits of an Agency Owner Community Agency owners are always navigating an industry that is both highly competitive and ever-evolving. Often this leads to them feeling isolated in their role as the leaders who set the vision and direction for the agency. In this sense, few things make as much difference as connection among peers to foster a sense of belonging and understanding. Community: When agency owners come together—whether at events, workshops, or informal gatherings—they create a community that transcends individual experiences. This connection aspect is vital as it allows members to share their stories, challenges, and triumphs, support one another and encourage vulnerability and authenticity. This open exchange of experiences cultivates an environment where each owner feels heard and valued, setting the stage for deeper insights and learning. Clarity: A natural byproduct of these connections is clarity. When agency owners engage with one another, they c

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you feel along or isolated in your agency leadership journey? Wonder how it feels to have people who 'get you' and understand the unique challenges of owning an agency? Today's featured guest faced numerous insecurities and challenges on her growth journey. Ultimately, the pivotal moment came when she joined a peer community, which encouraged her to adopt a new mindset and explore various solutions and strategies. Discover her unexpected journey into entrepreneurship and how the support of her peer community empowered her to confidently remove misaligned talent and pursue strategic partnerships, alleviating the burdens of ownership. Andi Graham is the CEO and founder of Big Sea, a marketing agency that began its journey as a web development firm in 2005. She shares her unique educational background, her interest in the intersection of communication and behavior change, and discusses her self-taught journey into graphic design and how realizing her vision was bigger than her skills paved the way for starting to build a team and eventually starting an agency. In this episode, we'll discuss: The role of community in embracing a different approach to agency challenges. Learning the importance of due diligence in an agency merger. Lessons on the high price of misaligned talent. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Join us in Feb 2025 to ELEVATE YOUR AGENCY! You don't know what you don't know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We're meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot! Accidental Agency Owners: Embraces Your Strengths and Delegate Weaknesses Although Andi graduated with a bachelor's degree in Sociology, her true passion was advertising and understanding the connection between communication and behavior change. She also taught herself design and had fun creating menus for the pizza shop where she was working at the time. Later on, in her first professional role, she got to dive into other marketing activities like starting the company's first email newsletter. To enhance her skills, she learned coding to implement more visual modifications than the newsletter platform could offer. Eventually, she started building websites and taking freelance clients and realized she had built something more lucrative than her full-time job. When the time came to intentionally start growing her business, Andi knew her strengths are copywriting and project organization but lacked in design and web development skills. It was time to start hiring people with expertise in these areas to improve the quality of her services. She recognized she was more of a jack of all trades but lacked the patience to get really good in a particular area. It was the right combination of skills to become a business owner, as running a business requires learning a little bit about every part of the business. The Importance of Community in Agency Leadership One of the most significant challenges Andi faced while launching her own business was the struggle to balance financial realities with her desire to cultivate a positive workplace culture. Yes, she wanted her team to have fun and like her but she also needed to run a profitable business. However, finding a community of peers who understood the unique difficulties of agency ownership proved to be a game-changer for her. She quickly learned that, although her peers faced the same challenges, they were approaching them with a different mindset. This highlighted the importance of perspective in business and the need for a supportive community that encourages open dialogue and shared learning. This camaraderie was not just about commiserating over shared challenges; it became a platform for exchanging solutions and strategies and helped Andi appreciate the value of having a "tribe" who not only validate your experiences but also inspire you to adopt new approaches to your work. The Significance of Due Diligence in an Agency Merger By 2016, Andi found herself feeling overwhelmed by the demands of running her agency alone and yearned for more quality time with her daughter. She had connected with various agency owners, which enabled her to build relationships with peers whose skills complemented her own. This collaboration led to a partnership that resonated with both her personal and professional goals. Each partner brought unique strengths to the table, whether in sales, operations, technology, or marketing and creative projects. This division of labor allowed everyone to concentrate on their passions, ultimately enhancing job satis

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you ever questioned your effectiveness as a leader? What steps have you taken to enhance your leadership skills and empower your team to independently address challenges? Today's featured guest experienced significant growth and had to learn to evolve her leadership skills. She has grown a team of now 110 people and built a business that can run without her, all while maintaining the necessary work-life balance. Hear how she went from executive assistant to paving her way as an agency owner in an unconventional niche. Lauren Von is the founder and CEO of Quintessa Marketing, a unique agency that connects individuals who have been injured in accidents with personal injury lawyers. She shares her unexpected journey into the world of personal injury law, starting as an executive assistant and evolving into a pivotal role in sales and SEO for a company serving lawyers. She discusses the challenges and insights she gained while working closely with legal professionals and how these experiences laid the groundwork for launching her own business. In this episode, we'll discuss: Hiring for cultural fit. Becoming the type of leader you wish you'd had. Team empowerment - building confidence. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. How Corporate Experience Can Shape Agency Success Working with personal injury lawyers wasn't exactly Lauren's dream. She started as an executive assistant working in sales for AT&T, where her skills quickly shone through. One day, she successfully persuaded a hesitant customer to retain his phone instead of returning it, leaving such a lasting impression that he invited her to join his team. Transitioning into the realm of personal injury law, Lauren honed her sales abilities over six years, ultimately spearheading the development of the company's SEO division. Her proactive approach led to a significant increase in sales, transforming SEO into a cornerstone of the business. After gaining valuable agency experience, Lauren returned to Oklahoma as a new mother, figuring it was the perfect moment to start her own business. She credits her time as an executive assistant and her gradual ascent within the company for equipping her with the insights necessary to run her own business. If something's going wrong in the business, she's probably seen it happen before at her previous workplace so she appreciates the experience that made her a better owner when the time came. Scaling Without a Roadmap: A Key to Agency Expansion One aspect of ownership that presented the biggest learning curve for Lauren was bringing on outside leadership to help scale and grow her business. Since she built her agency on a relatively new niche, she couldn't just go to a competitor and pluck out their leadership. There was no blueprint so she needed to figure it out. There was also a constant battle between allowing her team to make mistakes and giving them time to learn while running a profitable business. Ultimately, Lauren needed to acknowledge the need to ask for help. No leader has all the answers and a key element of getting beyond a certain point in your growth will be accepting that and having the humility to seek guidance and advice from others. Aligning Values: Hiring for Agency Culture Fit Lauren's hiring strategy relies on hiring individuals who align with her agency's values. To this effect, she clearly defines her core values and conducts survey assessments that explore candidates' innate characteristics. These assessments provide insights into candidates' personalities and their suitability for specific roles, particularly in a sales context. For instance, a potential hire might have all the best traits to fill a position, but if they don't care about the company's philanthropic values their motivations will not resonate with the agency's mission. This nuanced understanding of individual capabilities allows Lauren to make informed hiring decisions that prioritize long-term success over immediate financial gain. Becoming the Type of Leader You Wish You'd Had Lauren has felt like a bad leader many times during the agency's growth process, but she never stopped striving for improvement. As the business grew, she instated an open-door policy to encourage employees to have open communication with her and the leadership team and make herself more approachable. As she tried to become the type of leader she'd wanted to have in the past, she realized that she needed to be a different leader for each worker. For instance, she believes the way she leads her accounting tea

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Would you like to remove yourself from the day-to-day agency operations? Do you have an effective hiring process to attract top talent for agency roles? In today's discussion, our featured guest explains how failing to secure the best candidates often stems from a poorly designed hiring process, starting with the job advertisement. She shares essential strategies for crafting an engaging job ad, fostering self-managing teams, and identifying the qualities of an outstanding operations manager. Join us to discover how to effectively find, hire, and train the right operations professional to elevate your agency. Mandi Ellefson is the founder of Hands Off CEO, a company dedicated to helping busy CEOs drive sustainable growth without sacrificing their lifestyle and family. Mandi shares her journey of building a business that allows for true freedom, discusses the importance of creating an effective hiring funnel to attract the right talent, and provides insights on and crafting job ads that resonate with top candidates. Learn how to effectively delegate responsibilities and build a business that supports your lifestyle. In this episode, we'll discuss: The importance of a compelling job ad. Cultivating self-managing employees from day one. Key traits of an exceptional ops manager. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Join us in Feb 2025 to ELEVATE YOUR AGENCY! You don't know what you don't know. But you can learn a ton and get connected with a small group of like-minded agency owners plus me and some game-changing speakers at our exclusive event. We're meeting in Phoenix, AZ for two days of transformative insights where you'll make meaningful connections with top-tier leaders, master inbound and outbound strategies, and elevate your agency to achieve 10x growth. Check out ElevateMyAgency.com and grab your spot! Hiring and Training for Success: Build an Agency That Thrives Without You Mandi started Hands Off twelve years ago when she ran into a big problem as she was about to take maternity leave: her business could not run or grow without her. Her search for a solution led her to accidentally start a consulting company to prevent other business owners from getting to the stressful point she found herself in years ago. Most agency owners are not hands-off and can't even say they own their agency, more like it owns them. This is why they need strategic hiring practices and methodologies to ensure they recruit individuals who can truly add value to their operations. The crux of the hiring process lies in identifying candidates who not only possess the requisite skills but also align with the company's culture and vision. For Mandi, this all hinges on putting together the right hiring funnel, which starts with the right ad that outlines the responsibilities of the role and highlights what makes the agency an attractive workplace. An ineffective hiring funnel usually leads to: Hiring a person that is well below the level you need. Not knowing how to effectively train this person you hire. Even if you do find someone who is the right fit for the job and your agency, they could end up failing without the right structure to learn how to operate your business. The Importance of Compelling Job Ad to Attract the Right Candidates To create a well-structured hiring process start with a compelling job ad that clearly outlines the responsibilities for the role and resonates with potential candidates. A great ad emphasizes the company culture, growth opportunities, and the impact they can have within the organization. A strong ad serves as the first filter, ensuring only those who are genuinely interested in the position apply. Add small 'mousetraps', like asking them to email you with a specific subject or with the CV attached, and watch as many of the candidates get themselves out of the race just by not following directions. In terms of experience, Mandi recommends looking for people who not only have relevant operational experience but also possess the ability to adapt and grow within the role. This includes assessing their problem-solving skills, their capacity to manage teams, and their understanding of the agency's specific goals and challenges. Additionally, Mandi recommends assigning candidates a detailed project plan. This exercise allows them to demonstrate their proficiency with project management software and their grasp of the complexities involved in juggling multiple tasks. By engaging candidates in practical assessments, agency owners can effectively distinguish between those who may be skilled at talking the talk but cannot walk the walk. This method of assessment is crucial for identifying genuine talent and reducing the risk of hiring individuals who may not deliver on their promises. Finally, it's normal to find a failure point during the hiring process. It doesn't necessarily

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Do you use storytelling to connect with prospects and clients? Many agency owners know how to share great stories but use them to talk about their agency capabilities. Instead, today's guest says we should use stories to connect with potential clients, creating content that resonates and engages them. Today's featured guest is a creator of powerful brand stories who helps his clients understand the value of starting with a strong story framework. He believes clarity beats creativity when it comes to standing out in today's market. Tune in to learn about his transition from agency life to consulting, teaching, and speaking on the power of story. Park Howell is an EMMY award-winning business storytelling coach at The Business of Story. He is also a story strategist, keynote speaker, and podcaster known as the world's most industrious storyteller. He started as an agency guy, founding his agency Park & Co. in 1995, and then the digital era compelled him to transition to storytelling and the creative arts. He discusses the valuable lessons learned while working with small and midsize agencies and how his unique background and insights into the power of story have shaped his career and approach to creativity. In this interview, we'll discuss: How clarity beats creativity in today's marketing. The ABT Framework. Selling to emotion, not logic. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Embracing Storytelling in a Noisy Digital World Park always knew he wanted to use creativity to make a living and advertising seemed like the perfect vehicle to access what he calls the commerce of arts. After studying music theory and communications at Washington State University, he worked for several small and mid-size agencies in different roles including writer, account executive, media planner, and more. At the time, he believed that the key to financial success was working for the big agencies. However, in hindsight, it was working at these smaller agencies and learning from so many sides of the business that gave him the experience he needed to launch his own agency in 1995. Park opened a traditional advertising agency, which is what he knew, and found himself at a loss once the digital era kicked in and changed everything. The traditional way was no longer working and Park started to look for ways to communicate in the new, noisy, digital world where the masses were becoming the media. His search for effective communication strategies led him to delve into the principles of storytelling, as taught in film schools. He discovered that Hollywood had mastered the art of engaging audiences in ways that traditional advertising had not. Seeing the power of storytelling, he realized very few people knew how to use these proven frameworks and started teaching his clients how to master this skill. As his clients experienced success, new opportunities arose, including a teaching position in storytelling at the University of Arizona. Over time, Park realized that he had evolved beyond his identity as an 'ad guy' and was embarking on a new journey as a teacher and coach. Clarity Beats Creativity in Today's Marketing Most agencies never really get storytelling and stick to exposing their audiences to death. According to Park, the emphasis on creativity in advertising no longer suffices now that it is not as exclusive as it used to be. Nowadays, creativity has become democratized as users create hysterical and clever memes all the time, which makes it harder for agencies to stand out on creativity. Instead, clarity has taken precedence, offering a more effective means of connecting with audiences. If you're not using the proper frameworks in communication then you're not creating the clarity to stand out and really move the needle. Clarity in storytelling means distilling complex ideas into digestible and relatable narratives. Every sale is a fictional story you get the client to buy into and then are expected to deliver on. Many agencies claim to be great storytellers, yet they often overwhelm their audiences resorting to an endless stream of exposition, failing to create a meaningful connection. Park advocates for the use of narrative frameworks that enhance clarity. Personally, he prefers to use the "and, but, therefore" structure, which helps simplify storytelling process and ensure that the message resonates with the audience. What is the ABT Framework? And - a statement of agreement, the setup or act one of any message. This statement of agreement should be written from the audience's point of vi