Insights-Driven Storytelling as a Core Skill

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with Ana Laskey, an experienced market researcher and strategist, to tackle one of the industry’s hot-button issues: the art and business of agency strategy. As the marketing landscape gets more crowded with freelance talent and AI tools, Drew and Ana dig deep into what truly differentiates agencies—our ability to develop meaningful, insight-driven strategies that help clients succeed.

Ana brings her expertise to the table, sharing how pairing robust market research with a well-defined strategic methodology can help agencies deliver smarter, more profitable work. Together, they explore the dangers of gathering too little or too much information, the weaknesses of relying solely on AI for insights, and the necessity for agencies to develop consistent and niche-focused processes for strategy development. Ana emphasizes that strategy isn't just about information abundance—it's about refining the right data to create actionable plans that are rooted in genuine client needs and market realities.

You’ll come away with actionable advice on how to standardize your strategic process, build a reliable methodology for insight gathering, and confidently present your findings to clients—even when they push back. Ana and Drew also discuss the economics of strategy work, how to integrate research costs into your agency’s proposals, and ways to communicate the value of this work to clients who may hesitate to invest.  

If you’re grappling with how to make your agency’s strategic offerings stand out and drive meaningful results, this episode is packed with practical tips, real-world examples, and a clear call to rethink your approach to strategy. Don’t miss it—you’ll finish the hour ready to lead your team through a smarter, more streamlined strategy process that delights your clients and protects your bottom line.  

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

• • Why having a defined methodology is essential for effective agency strategy  
  • The critical role of niche focus in building strategic expertise
  • How to gather and validate the right data for client strategy
  • Differentiating assumptions from facts in strategic recommendations
  • The impact of new research tools, including AI, on accessing insights
  • Communicating the value and cost of strategic work to clients
  • The importance of confident, insight-driven storytelling to win client trust