The Innovative Agency

Today on The Innovative Agency Podcast Sharon Toerek sits down with Aaron Burnett, Founder and CEO of Wheelhouse DMG, for a deep dive into one of the most pressing, and misunderstood, issues in our industry: data privacy. Aaron shares hard-earned lessons from leading an agency that serves highly regulated sectors like healthcare and medical devices, revealing how boundaries around data can actually spark innovation. Aaron explores the intersection of compliance, trust, and long-term growth showing how agencies can turn regulatory challenges into strategic advantages. If you've ever wondered how to navigate privacy laws and profit from your agency's intellectual property, this conversation will show you how to build both credibility and competitive edge in a world where data is power. What you will learn in this episode: Why data privacy regulations are rapidly reshaping how agencies serve their clients and what the future holds How developing proprietary IP can set your agency apart and open new pathways for growth and revenue The legal and ethical nuances of client-agency trust when building and licensing solutions before you sign that next contract What every agency should consider before "dabbling" in privacy-first sectors, and the real consequences of getting compliance wrong Which strategies help agencies stay up-to-date in a fast-moving regulatory landscape How the rise of AI and platform-driven restrictions will converge with data privacy regulation Bio Aaron Burnett is a seasoned marketing executive and leader, and Founder and CEO of Wheelhouse DMG, a highly sought-after performance marketing agency with over a decade of expertise in the healthcare, medical device, and insurance markets. His impressive career spans leadership roles at AT&T Wireless Services, where he served as VP of Sales and Marketing, and multiple VP-level Marketing positions at B2C and B2B technology companies. Aaron also brings entrepreneurial experience as the former owner and President of a User Experience design firm. With his diverse background and keen insights, Aaron has positioned Wheelhouse DMG as a trusted partner for privacy-first brands seeking to thrive in the digital landscape. Resources: Website: https://www.wheelhousedmg.com/ LinkedIn Personal: https://www.linkedin.com/in/aaronburnett/ LinkedIn Business: https://www.linkedin.com/company/wheelhousedmg/ Podcast: https://www.wheelhousedmg.com/insights/podcast/

Today on The Innovative Agency Podcast Sharon Toerek welcomes Emeric Ernoult, CEO of Agorapulse, to explore what's really working in social media right now — and what's just noise. As both a former lawyer and agency owner, Emeric brings a rare mix of legal acumen and hands-on marketing experience to the conversation. Together, he and Sharon unpack how agencies can stay ahead as technology, algorithms, and AI continue to evolve without losing sight of what truly drives connection and results. From chasing trends to protecting your IP, this episode is a masterclass in cutting through the chaos, focusing on what matters most, and building a social media strategy that's both sustainable and scalable. If you want a front-row seat to where social media marketing is headed and how your agency can lead the charge, this is an episode you won't want to miss. What you will learn in this episode: How social media tactics have shifted over the past few years and why repeating "successful" formulas often leads to diminishing returns The pitfalls of chasing short-term "shiny objects" instead of building sustainable, brand-driven content The impact of AI on content creation and why it raises the bar for originality What agencies can do to measure success effectively when clients demand traditional performance metrics The massive shift toward short-form, vertical video and how brands can win without expensive production What's true (and what's tricky) about beating platform algorithms How agencies can harness advocacy and collaboration to break through social media noise and build measurable impact Bio Emeric is the co-founder and CEO of Agorapulse, the only major social media management platform to reach $20M in annual revenue without raising a cent of venture capital. Ranked #1 on G2, Capterra, GetApp, and OMR, Agorapulse has become a global leader by innovating where others followed—from creating the first-ever social media inbox in 2014, to pioneering ROI tracking and analytics for social media (with a patent filed). Emeric's mission is simple: to help marketers prove the real business impact of social media—and finally show the ROI of their work. Resources: Website: https://www.agorapulse.com/ LinkedIn Personal: https://www.linkedin.com/in/ernoult/ LinkedIn Business: https://www.linkedin.com/company/agorapulse/

Nick Avaria, Founder of Agency Acquisitions, shares his extensive experience in building and selling agencies. He discusses the critical choice between scaling and remaining small, highlighting how each path affects profitability and owner involvement. Avaria argues the benefits of starting with a non-scalable model for maximum profit before scaling sustainably. He emphasizes the importance of dashboards and solid systems to prevent burnout and ensure client satisfaction, offering practical advice for agency owners eager to streamline their operations.

Pete Sena, a creative entrepreneur and founder of Digital Surgeons, discusses the transformative role of AI in marketing. He introduces the VIBE Marketing framework, emphasizing the importance of emotional connections and speed in branding. Pete argues that agencies must adapt to avoid obsolescence, shifting from traditional demographics to shared emotional experiences. He tackles ethical considerations in AI and shares practical strategies for agencies to enhance client relationships and reduce burnout while preserving human creativity.

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes back Logan Lyles, Founder of DemandShift and a seasoned B2B marketing strategist, for a deep dive into how agencies can reclaim webinars as a high-impact growth engine. Logan reveals how his Webinar Fast Track Framework turns webinars from passive brand awareness plays into measurable lead generation machines helping agencies attract right-fit prospects and drive real results. Sharon and Logan discuss why webinars remain one of the most underutilized tools in the agency toolkit, what most teams get wrong about engagement and conversion, as well as how to design content that actually moves the sales needle. This episode offers a fresh, practical perspective on how agencies can leverage webinars to drive real business results and deepen audience relationships. What you will learn in this episode: Why webinars are experiencing a resurgence How agencies can harness their power for both brand building and lead generation The critical mistakes most agencies make when designing webinar offers and follow-up strategies, and actionable fixes for better results How the "webinar fast track framework" increases conversion rates from sign-up to booked sales calls, and what elements set it apart from traditional approaches Strategies for bridging the gap between educational content and client acquisition The unique advantages of live video in building authentic connections (and credibility) in a world saturated with AI-generated content Bio Logan Lyles has spent 17 years in B2B sales & marketing, drawing on his journalism background to help B2B brands use the power of storytelling & ongoing video series to educate the 95% of their target market that isn't ready to buy and capture more in-market leads at the same time. Logan is the founder of DemandShift, a webinar-as-a-service agency helping brands & agencies generate more revenue from their content efforts. Logan has been the host of several top-ranking podcasts on Apple (including B2B Growth & Agency Life) & was added to LinkedIn's invite only Top Voice Program. Resources: Website: https://demandshift.co/ LinkedIn Personal: https://www.linkedin.com/in/loganlyles/ LinkedIn Business: https://www.linkedin.com/company/demandshift/

On this episode of The Innovative Agency Podcast Sharon Toerek chats with Jesse Gilmore, Founder of Niche In Control. Jesse opens up about his journey from entrepreneurial burnout to building agencies that scale sustainably, without sacrificing sanity or freedom. He shares powerful lessons on the mindset shifts that turn overwhelm into momentum and breaks down why adding more people isn't always the answer to growth. Jesse reveals how systemizing your agency can help you reclaim your time, empower your team, and finally build the freedom-filled business you set out to create. What you will learn in this episode: Why adding more people won't fix owner exhaustion and where agency leaders should look instead How to identify and eliminate "single points of failure" in your agency workflow A proven framework for deciding whether your agency needs more team members or just better processes What to do before you make that next hire The principles behind designing a minimally viable offer to maximize value and margin Why specializing and moving away from a generalist model is critical for agency scalability How to leverage automation and AI tools wisely, without losing control or compromising quality Bio Jesse Gilmore is the Founder and CEO of Niche in Control. He helps digital marketing agency owners escape the chaos of daily operations and build a business that scales without them, so they can finally step into the CEO role that they were meant for. Before starting Niche in Control, he dissolved three of his own businesses. He was working 60- to 80-hour weeks, completely burned out and stuck in the same trap that he now helps his clients escape. It wasn't until he spent five years in corporate America—leading over a hundred projects and building systems that supported a $180 million acquisition—that he realized the missing piece: systems, leverage, and self-leadership. Since launching Niche in Control, he has helped over 90 agency owners double their revenue, build self-sufficient teams, and create predictable growth without sacrificing their time, their family, or their freedom. His framework, the Leverage for Growth Method, combines scalable systems, team empowerment, and consistent lead generation to help agency owners stop being the bottleneck and start leading a thriving business. He's also the author of The Agency Owner's Guide to Freedom and host of the Leverage for Growth podcast, where he reverse-engineers agency success stories to help others grow with intention. His mission is simple: help agency owners reclaim their time, increase their impact, and finally build a business that works without them. Resources: Website: https://www.nicheincontrol.com Live Events: https://events.nicheincontrol.com LinkedIn Personal: https://www.linkedin.com/in/jessepgilmore/ LinkedIn Business: https://www.linkedin.com/company/niche-in-control/

Carl Holden, CEO of RankBot, shares insights on the transformative impact of AI on SEO and digital marketing. He discusses how AI is shifting client expectations and creating new opportunities for agencies. Carl explains the importance of automating repetitive tasks and fostering a culture of innovation. He emphasizes balancing AI use with human interaction in client work to maintain value. Listen to learn how agencies can adapt and stay relevant in this rapidly evolving landscape and effectively communicate these changes to clients.

Today on The Innovative Agency Podcast, Sharon Toerek is joined by Leslie Carruthers, Founder of The Search Guru, for a conversation that every agency leader needs to hear right now. Generative AI isn't just a shiny new tool, it's rewriting the rules of search, visibility, and how clients find their next partner. If you've seen your organic traffic slide or you're struggling with how to guide clients through this AI-driven shift, this episode is for you. Leslie brings decades of search expertise and lays out exactly what's at stake for agencies today, along with the bold moves that can turn disruption into opportunity. From navigating traffic declines to rethinking your agency's value proposition, Leslie shares practical steps to help you stay relevant, profitable, and positioned to thrive in a rapidly changing landscape. What you will learn in this episode: Why AI is causing dramatic drops in organic and paid traffic, and what agencies can do to respond How "findability" and SEO are evolving in the era of LLMs, generative engines, and answer-based search What agency leaders should be teaching clients about getting cited and discovered by AI-driven platforms The critical importance of brand originality, multimodal content, and strategic thought leadership How agencies should rethink pricing, value, and positioning in light of AI-powered content creation Where human expertise and insight remain indispensable Smart ways to experiment with AI tools, agents, and workflow automation Bio Leslie Carruthers is the Founder and President of The Search Guru, a digital marketing agency helping B2B enterprises drive measurable growth. With over 25 years of experience, she is a recognized expert in AI-driven marketing, SEO, and conversion optimization. A graduate of Ohio University's E.W. Scripps School of Journalism, Leslie has trained, consulted for, and executed strategies for startups to Fortune 500 companies. A sought-after speaker, she has presented at Content Marketing World, MAICON, SMX, eTail, and the Direct Marketing Association, delivering actionable insights on AI in marketing, search evolution, and data-driven decision-making. Named a Top 50 Content Marketing Influencer (2018) and one of the Top Women in SEO (2012), Leslie blends technical expertise with strategic vision. Her agency specializes in navigating complex sales cycles, leveraging AI to drive leads and revenue while maximizing ROI in an evolving digital landscape. Resources: Website: https://thesearchguru.com/ LinkedIn Personal: https://www.linkedin.com/in/lesliecarruthers/ LinkedIn Business: https://www.linkedin.com/company/thesearchguru/ X: https://twitter.com/TheSearchGuru

On this episode of The Innovative Agency Podcast Sharon Toerek chats with Justin Rashidi, co-founder of SeedX, for a no-fluff conversation about one of the toughest challenges every agency faces: client churn. Justin brings a candid, inside look at why expectations so often fall apart between agencies and clients and what to do about it before the relationship unravels. From spotting red flags early, to setting crystal-clear metrics, to redefining what true partnership really looks like, Justin shares practical lessons agencies can put to work right now. This conversation also digs into why the gap between marketing and sales alignment quietly sabotages long-term growth. If you've ever wondered how to spot and avoid the pitfalls that derail agency success, this episode delivers unfiltered insights. What you will learn in this episode: How to identify and avoid red flags in new client relationships before they put your agency's stability at risk How elite agencies foster true partnership roles instead of remaining just a vendor Practical ways to set (and reset) client expectations around metrics, performance, and evolving goals Why aligning your agency's work with clients' revenue targets creates longevity, and where agencies most often get tripped up Why agencies should invest in strategic thinking as execution becomes increasingly automated through AI What recurring revenue and contract expansion reveal about agency health and stability Bio Justin Rashidi is the Co-Founder and Chief Strategy Officer at SeedX, a data-driven marketing and business consultancy. With a scientific and engineering background, Justin brings a unique analytical perspective to marketing strategy that differentiates him from traditional marketers who often begin with copywriting or creative skills. Under his strategic leadership, SeedX has served over 153 companies from medium to enterprise scale and helped generate over a billion dollars in revenue for clients. Resources: Website: https://seedx.us/ LinkedIn Personal: https://www.linkedin.com/in/justin-rashidi/ LinkedIn Business: https://www.linkedin.com/company/seedx-inc/

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Dan Englander, CEO and Founder of Sales Schema, to dig into what's really ahead for agency business development in 2025 and beyond. Dan has spent years in the trenches with independent agencies, and he's here to share why specialization and perspective are no longer "nice to haves" but are survival skills. This conversation delves into how the current "trust recession" is reshaping the sales landscape and what it means for the way agencies show up with prospects. If you're ready to rethink how your agency approaches sales, business development, and thought leadership, and you want to hear it from someone who's been guiding agencies through the same challenges you're facing today, this is an episode you don't want to miss. What you will learn in this episode: Why "specialization" is no longer just a differentiator, but a requirement for sustainable agency growth The impact of the "trust recession" on agency sales, and how to overcome credibility hurdles The hidden risks of resisting specialization How to define and demonstrate a unique agency perspective to attract your ideal clients Ways to turn your specialization and unique POV into effective, lead-generating thought leadership How to build repeatable, reliable new business systems that blend inbound and outbound approaches Bio Dan Englander is the CEO and Founder of Sales Schema, a training firm that helps agencies and B2B service companies implement repeatable new business systems through tasteful outreach and referrals. Since 2014, Sales Schema has supported nearly 200 agencies to drive thousands of opportunities and millions in lifetime revenue. Dan hosts The Digital Agency Growth Podcast and he's the author of Relationship Sales At Scale. He lives in New York City with his wife Sarah, son Adrian, and a dog Crackle. Resources: Website: https://www.salesschema.com/ LinkedIn Business: https://www.linkedin.com/company/sales-schema/ LinkedIn Personal: https://www.linkedin.com/in/danenglander/ Facebook Business: https://www.facebook.com/salesschema