Build a Better Agency Podcast

Episode 501 Research Insights from Agency Core with Susan Baier and Brian Gerstner

May 12, 2025

In this discussion, Susan Baier, a co-founder of Agency Core and audience research specialist, and Brian Gerstner, also a co-founder and expert in outsourced agency services, reveal sobering insights from their latest research. They highlight the distinct challenges agencies face, including staffing issues and declining optimism. The conversation explores the critical need for strategic differentiation, community support, and effective client retention strategies. They also address how agencies can leverage AI to enhance business relationships while remaining adaptable to market demands.

56:19

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Episode guests

Brian Gerstner

Susan Baier

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Episode notes

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Quick takeaways

The Agency Core initiative aims to provide unbiased research insights that help agency owners understand industry challenges and foster profitability.

The 2025 study categorizes agency leaders into segments, highlighting significant performance divides and emphasizing strategic planning for long-term success.

A decline in optimism among agency leaders underscores persistent operational challenges, with a crucial focus on maintaining a robust client pipeline in today's market.

Deep dives

Introduction of Agency Core

A new nonprofit initiative called Agency Core has been established to provide agency owners with insights regarding their peers and the challenges they face. Co-founders Susan Beyer and Brian Gertzner emphasize the importance of this research in helping leaders understand their business environments better. The initiative aims to disseminate findings freely, enabling agency owners to make informed decisions that promote profitability. By reporting annual research and mini-studies, Agency Core aspires to be a valuable resource for the agency community.

Intro

4min

Navigating Agency Challenges in 2023

24min

The Challenge of Proving Agency Value in a Competitive Landscape

3min

Navigating Agency Uncertainty

14min

Transforming Client Relationships with AI

6min

Fostering Talent and Excellence in Professional Services

2min

Choosing Optimism: Navigating Agency Challenges

4min

Welcome to a compelling new episode of Build a Better Agency! This week, host Drew McLellan is joined by familiar faces Susan Baier from Audience Audit and Brian Gerstner from White Label IQ to discuss the findings of the 2025 Agency Core research study. Together, Susan and Brian have launched Agency Core, a nonprofit initiative dedicated to providing agency owners with powerful, unbiased data about what’s really going on in the agency world—and the latest results are as sobering as they are enlightening.

Drew, Susan, and Brian unpack the study’s in-depth findings, based on responses from over 700 agency leaders. They explore the five distinct agency segments identified, analyzing which mindsets and practices set high-performing agencies apart from their peers. The discussion covers the recurring challenges hurting agency profitability and optimism, including the ongoing struggle with building a strong pipeline, the reality of staffing issues, and a noticeable decline in overall optimism among agency owners compared to previous years.

The trio digs into what’s driving these trends and why, despite all the talk around new technologies like AI, the most pressing problems for agencies remain much more fundamental. You’ll also hear their perspectives on the importance of specialized positioning, the power of thought leadership, formal client retention strategies, and maintaining a proactive approach to agency marketing—plus, the critical role of community and peer support in navigating tough times.

If you’re looking for actionable insights and a candid, data-driven roadmap to greater agency success, this episode is a must-listen. Tune in for practical strategies and encouragement on how to move from feeling stuck to thriving, even in a changing industry landscape. By the end, you’ll be equipped to make meaningful changes and inspired to take the next steps toward building a stronger, more resilient agency.

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:

- The power of niche positioning and thought leadership for agency resilience
- Why so many agency owners are struggling and the importance of moving from tactical to strategic work
- Pipeline challenges as the top threat facing agencies today—far surpassing concerns about AI
- How formal client retention systems and proactive strategic thinking fuel growth
- The critical role of reputation: it’s what others say about you, not what you say about yourself
- Team loyalty initiatives and their connection to agency performance and staff retention
- Choosing your path: the necessity of specialization versus the struggles of being a generalist