The Innovative Agency

On this episode of The Innovative Agency Podcast Sharon Toerek is joined by someone who understands the real pressures agency owners face in today's results-driven digital world. Sam Piliero, Founder of The Moonlighters, went from running entrepreneurial lemonade stands as a kid to leading a high-performing agency serving nearly 100 clients across Facebook, Google, and the ever-shifting digital advertising landscape. Sam digs into the challenges that keep agency leaders up at night: proving tangible ROI when the metrics get murky, navigating client churn, recruiting and retaining top-tier talent, and staying ahead of AI and platform changes that seem to shift by the week. He doesn't sugarcoat the realities of scaling an agency, and he's generous with the systems, positioning strategies, and client experience principles that have helped The Moonlighters grow while keeping results and relationships front and center. If you're looking for practical insight from someone who's in the trenches and building sustainably, this conversation will serve you well. What you will learn in this episode: Why agencies struggle with the "ROI conversation" and how tackling it head-on can reduce churn and build trust with clients The challenges and benefits of building an agency model focused on performance, transparency, and client retention How specialization and saying "no" to services is the key to growth and nearly eliminating funnel problems How to create additional revenue streams What the coming changes in AI and digital advertising mean for agencies and their clients right now Bio At 17, Sam Piliero was cold-pitching Facebook ads to local pizzerias. By his early 20s, he was working at VaynerMedia alongside Nik Sharma and leading growth strategy for brands like Supergoop and Liquid I.V. Then came the breakout moment: he joined BarkBox just as they were gearing up for aggressive growth and helped lead their advertising through a multi-year blitz that ended in a $2.5B IPO on the NYSE. Now he's doing it on his own terms. After BarkBox, Sam launched The Moonlighters, a fully independent media buying agency purpose-built for the $1–10 million DTC brands most agencies overlook. With zero outside funding, a lean US/Canada-based team, and a YouTube channel that's become the fastest-growing Facebook Ads resource in the country, The Moonlighters has scaled to nearly 100 active clients—from wellness and beauty to CPG and creator-led brands. Resources: Website: https://themoonlighters.com/ LinkedIn Personal: https://www.linkedin.com/in/sampiliero/ LinkedIn Business: https://www.linkedin.com/company/themoonlighters/ YouTube: https://www.youtube.com/@SamPiliero

This episode of The Innovative Agency Podcast features one of the world's foremost authorities on trust-building in the sales process, Ari Galper. If you've been feeling the squeeze of longer sales cycles, increasing commoditization, or the growing "trust recession" impacting today's marketplace, this conversation will hit home. Founder of AriAI, Ari joins Sharon Toerek to unpack the very real challenges agency owners face as AI accelerates competition and prospects become more skeptical than ever. He digs into the shift from outdated, high-pressure selling to a trust-centric approach that elevates your value, shortens the path to yes, and helps you stand out without giving away free consulting or constantly chasing the next opportunity. Ari's frameworks are practical, transformative, and rooted in decades of experience helping service firms convert conversations into clients with greater confidence, efficiency, and authenticity. What you will learn in this episode: Why traditional approaches to relationship and trust-building in agency sales might be holding you back How to implement a doctor-patient metaphor to reclaim control of your sales process The difference between trust-building and relationship-building, and why getting this wrong leaves you stuck in long sales cycles Practical language shifts and process tweaks that lead to faster, higher-value client conversions How to use authority-building assets before your first client conversation to stand apart from every other agency in the room Strategies for setting expectations, qualifying leads, and confidently charging for your discovery process Bio Ari Galper is the world's number one authority on trust-based selling and the founder of AriAI, the world's only trust-based proprietary ai sales growth advisor. He is also the author of seven best-selling books and the founder and CEO of Unlock The Sales Game. He has been featured in CEO Magazine, Forbes, Inc, and Financial Advisor magazine, among many others. For over two decades, Ari has led the field of Trust-Based Selling and Trust-Based Communication -- untangling the most complex relationship challenges, from complex sales funnels, personal relationships and influencing large business and personal decisions -- through his breakthrough Mindset Shift framework and Trust-Based Languaging. Resources: Website: https://www.arigalper.com/ LinkedIn Personal: https://www.linkedin.com/in/arigalper/ LinkedIn Business: https://www.linkedin.com/company/ariai/ Unlock the Sales Game: https://unlockthegame.com/

On this episode of The Innovative Agency Podcast Sharon Toerek welcomes Aya Kikimova, Founder and CEO of LeapEngine, for a conversation that hits directly at one of the biggest questions agency leaders are wrestling with today: How do you build a profitable, innovative marketing practice while serving small and midsize businesses for clients who need high-quality work but often operate with leaner resources? Aya shares her intentional journey from working with major enterprise brands, both at top agencies and inside Microsoft, to crafting a service model purpose-built for entrepreneurial companies. She describes the real-world challenges of pricing for smaller clients, preserving healthy margins, and structuring teams in a way that's both scalable and sustainable. And we go deeper into how AI is reshaping expectations on both sides of the table, what it makes possible, where the pitfalls are, and how it can help agencies deliver more value without compromising quality. What you will learn in this episode: How agencies can profitably serve small and mid-sized businesses without sacrificing margins or quality The structural shifts required to make affordable, high-impact marketing accessible to smaller clients Ways to package and price services for SMBs, and the pitfalls of over-customization Why client acquisition looks different for entrepreneurial companies compared to big brands, and how to adjust your sales process What small business clients really ask for (and misunderstand) when it comes to marketing services How AI is changing agency delivery models and pricing, and what that means for the future of marketing services Strategies agencies can use to avoid the "race to the bottom" in pricing while building trust and lasting relationships Bio Aya Kikimova is the Founder and CEO of LeapEngine, a digital marketing agency that brings Fortune 500-level strategy to startups and small businesses at a fraction of the cost. Born in Kazakhstan and immigrating to the U.S. at 16 as a first-generation immigrant, Aya's journey is one of resilience and determination, she arrived not even knowing how to type on a computer but pushed forward to earn her MBA in Marketing and Finance and build a distinguished career spanning global advertising agencies, brand-side leadership, and Big Tech. Before founding LeapEngine in 2021, Aya spent six years at Microsoft managing over $50M annually in ad spend for Fortune 500 companies including P&G, Macy's, Estée Lauder, Nestle, Comcast, and AT&T. Her data-driven approach and exceptional performance earned her Microsoft's prestigious Platinum Club award, recognition given to the top 0.01% of the company. Today, she combines her Big Tech expertise with entrepreneurial grit, having built LeapEngine from scratch during the pandemic as a new mom, without outside funding, into a thriving agency that has generated over $100M in revenue for clients across 100+ businesses. Resources: Website: https://leapengine.co/ Linkedin Personal: https://www.linkedin.com/in/akikimova/ LinkedIn Business: https://www.linkedin.com/company/leapengine/ Instagram: https://www.instagram.com/leapengine.co/

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.