Susan Baier

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.

Susan Baier, the owner of Audience Audit, helps agencies navigate the challenges of winning new business in today’s landscape. She emphasizes the power of research studies to enhance thought leadership and attract clients without heavy prospecting. By teaching and educating their audience, agencies can build trust and shorten sales cycles. Baier suggests transforming research insights into compelling content, emphasizing adaptability, and highlights the importance of positioning as a strategic partner for better client relationships.

Susan Baier, a research partner from Audience Audit, joins to unveil the findings of the 2025 Agency Edge Research. They explore how agency clients perceive AI, revealing that many are eager for transparency from their agencies. The discussion categorizes clients into three groups: AI Embracers, Skeptics, and Opportunists, each with unique expectations. Surprising insights show most clients don’t want to replace agencies with tech, but rather seek expert guidance. Agency leaders are encouraged to foster trust and grow their strategic value amidst AI integration.

Research expert Susan Baier from Audience Audit dives into the 2024 Agency Edge Research study, highlighting the key finding of improving client-agency trust. The discussion covers three client segments and their attitudes towards agencies, the importance of trust in client relationships, and trends in in-house marketing teams. A webinar review provides insights on enhancing business development for agencies.

Marketing strategist and researcher Susan Baier discusses the 2023 Agency Edge Research study, highlighting the importance of making existing clients happier. They explore the different client archetypes and how they spend their money, as well as what motivates clients to spend more with agencies. The podcast also covers the qualities of the best agency and the transformative power of envisioning the future self. Overall, the episode provides valuable insights for agency owners on building alliances and nurturing long-term partnerships with clients.