Susan Baier

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.

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.

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.