The Innovative Agency

Intro Agency owners rarely see a year like 2023, where a new technology shakes the landscape and makes many of their legacy processes obsolete. Yet, that is exactly what we are encountering with the widespread adoption of modern AI-powered technologies. The future doesn't have to be bleak, though. That's why Steve Pockross is here to help agency leaders find out how they can keep their businesses afloat while contending with the massive shift toward AI-enhanced services. What you will learn in this episode: How to handle clients inquiring about the viability of AI. Why AI tools are so dominant. How you can integrate AI tools in your production processes. Why fast and cheap aren't the best benchmarks for determining the viability of using AI in your businesses. Where your focus should be during an upcoming market downturn. The difference between wartime management styles and peacetime management styles and why it matters. Bio Steve Pockross brings more than 20 years of startup, Fortune 500, and nonprofit experience to his role at Verblio. As CEO, he applies leading marketplace and SaaS principles to create an industry-leading content creation platform with 3,000 writers supporting the creation of high-quality content at scale in every niche. Steve was part of the early management team at marketplace services pioneer LiveOps, growing the company into the largest virtual contact center in the world. At LiveOps, Steve served as vice president of business development and strategy, and also spearheaded the creation of the award-winning LiveOps Foundation. He also served in marketing, strategy, and operational leadership roles at Tendril, Western Union, Marketing Technologies Group, and HSBC. Steve received his MBA from Kellogg School of Business and his MA in history from Wesleyan University. Outside the office, Steve is a Denver native and enjoys ultimate frisbee, telemark skiing, practicing his Portuguese, and spending time with his two boys. And while he's not bullish, he's still hoping for a second career as a Brazilian rockstar. Resources: Website: https://www.verblio.com/ LinkedIn Personal: https://www.linkedin.com/in/spockross/ LinkedIn Business: https://www.linkedin.com/company/verblio/ Yes, and Marketing Podcast

Intro Sometimes the market takes a nosedive, but that doesn't mean your agency should be stopped in its tracks. Our guest, Gini Dietrich, offers her perspective on overcoming fear and negativity when your agency is faced with the unknown. She also provides insight into building authority in your niche as well as diversifying to survive future economic downturns. What you will learn in this episode: How fear and negative thinking can keep agency leaders from building an effective safety net. What it takes to pivot away from fear and stand up to negativity from yourself and others. How to recognize the early indicators of an economic downturn or recession. Why it is critical that agency leaders understand their precise production costs. The benefits of content development. How you can use the intellectual property in your brain to boost revenue and streamline production. How to produce and promote content for your personal brand. Bio Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at the PR and marketing blog, Spin Sucks, is co-author of Marketing In the Round, and is co-host of Inside PR, a weekly podcast about communications and social media. Resources: Website: https://spinsucks.com/ LinkedIn Personal: https://www.linkedin.com/in/ginidietrich/ LinkedIn Business: https://www.linkedin.com/company/spinsucks/ Twitter: https://twitter.com/ginidietrich

Intro When you first started or joined your agency, becoming a 7-figure business may not have been the goal. Yet, as you've grown alongside the business, your sights could have shifted toward greater ambitions. In this latest episode, Corey Quinn, an experienced sales leader, will help you overcome past setbacks and get closer to achieving your agency's current financial objectives. What you will learn in this episode: The importance of niching rather than being a generalist agency. How to let your clients be the hero of the stories you portray. Unique methods of developing business using cold approaches. Why it helps to create an "assembly line" for your business development process. How to leverage customers throughout the process of choosing a niche. The value of productizing your agency's service offerings. Bio Corey Quinn has a 25-year track record of extraordinary success as an entrepreneur, sales leader, and CMO for a $150M+ company. Today, he helps B2B SaaS and Agencies grow from 7 figures to 8 by doing less, not more. Resources: Website: https://www.coreyquinn.com/ LinkedIn Personal: linkedin.com/in/coreyquinn Facebook: https://www.facebook.com/coreyquinn Twitter: https://twitter.com/coreyquinn Newsletter: https://www.coreyquinn.com/newsletter

Intro When a marketing agency is faced with a nearly dry pipeline, leadership's first instinct may be to panic. Today's guest, John Heenan, expresses the importance of reinforcing your business development efforts before this happens. Even if the things that have worked in the past are no longer working for your agency, his suggestions may offer you the information you need to course correct and generate new business. What you will learn in this episode: Why new agencies shouldn't focus solely on early success. The importance of reflecting on what is currently in high-demand within your niche. What it means to lack "freshness" in your pipeline and how to combat this issue. How to develop an effective prospecting program for your agency. Some ways to recalibrate your current prospecting strategy to suit marketplace demands. An honest comparison of virtual pitching and in-person pitching. Bio John Heenan started on the client side in marketing. During that time, he established an in-house agency, managed multi-million dollar marketing budgets, hired and fired agencies, and pushed brands to new heights. John then joined the dark side as an agency new business leader. He worked at various small and mid-size ad agencies, standing up and managing new business programs that have generated millions of dollars in new revenue. John left his last firm seven years ago to consult with agencies that need help finding and engaging with new clients. He applies his experience and practical know-how to agencies who want to start, restart or reimagine their business development efforts; agencies who want to win more and better clients. Resources: Website: https://www.jheenan.com/ LinkedIn: https://www.linkedin.com/in/jheenan/

Intro Winning consistent business hinges on filling your pipeline with right-fit prospects. Leveraging authority-building tactics like speaking and writing is one way to achieve this. Today's guest, Henry DeVries, describes how you can help your clients develop lasting relationships with their customers, while also deepening their credibility within the industry. What you will learn in this episode: How to leverage authority-building tactics in your marketing strategies. What role a cornerstone plays in your marketing projects. How to write a book that builds your authority and credibility. The best ways to measure the ROI of authority marketing. How to define who you want to talk to and what audience you are targeting. Bio Henry DeVries began his career at the age of six on the family dairy farm. Due to a merger and acquisition, he was forced out of the agriculture industry at the age of 12. He turned to marketing and as an agency owner he made big plans and watched them go horribly wrong. Today he is the CEO of Indie Books Intl., a weekly columnist for Forbes.com, and has written 17 books on sales and marketing, including "Marketing With A Book For Agency Owners." Resources: Websites: www.indiebooksintl.com www.forbes.com/sites/henrydevries https://marketingwithabook.com/ Linkedin Personal: http://www.linkedin.com/in/henryjdevries LinkedIn Business: https://www.linkedin.com/company/indie-books-international/ Facebook: https://www.facebook.com/indiebooksinternational Twitter: https://twitter.com/indiebooksintl

Intro Brick-and-mortar agencies are not entirely a thing of the past, but recent tech innovations and market trends have made operating a virtual agency more achievable than ever. Our guest, Peter Sayn-Wittgenstein, explains how he successfully planned and launched his agency using a fully virtual business model. What you will learn in this episode: How to establish your agency to be suitable for virtual operations. What separates brick-and-mortar agencies from their virtual counterparts. The current public perception of virtual marketing agencies. How virtual agencies can leverage capital in ways different than brick-and-mortar firms. How to nurture a sustainable agency culture remotely. Bio Peter Sayn-Wittgenstein is partner and creative director at Big Day the Agency. Before co-founding Big Day, Peter was the executive creative director at Mirum/Wunderman Thompson in San Diego. While there, he led U.S. creative for Shell retail, ran Royal Caribbean's B2B account and oversaw global digital creative for Rolex. He got his start as a copywriter working at MacLaren McCann, Proximity Worldwide and SapientNitro, working with clients including Sony, Doritos, FedEx and GM. Before all that, Peter wrote television shows, but made the move to advertising because he wanted fewer egos, less politics…and better snacks. Resources: Website: https://bigdaytheagency.com/ LinkedIn Personal: https://www.linkedin.com/in/pswprofile/ LinkedIn Business: https://www.linkedin.com/company/big-day-the-agency/ Instagram: https://www.instagram.com/bigdaytheagency/

Intro Our latest guest, Paul Boag, believes that agency owners should never underestimate the long-term value of optimizing the user experience (UX) elements of their agency's client-facing processes and platforms. During the episode, he explains how focusing on UX strategy can increase profits for you and your clients! What you will learn in this episode: How to fine-tune customer and user experiences. What touchpoints are available to agency leaders who hope to improve their UX offerings. The best approach for offering UX development and UX strategy services to clients. Why positioning your agency as a consultancy and strategic advisor elevates your brand's value. The importance of valuing knowledge and expertise over deliverables. How to avoid "giving away the product" in unpaid strategic conversations with clients. Why you need to focus on the meaning your user experience offers clients, not just your internal team. Bio Paul Boag is a leader in conversion optimization, digital strategy and user experience design. He has been working with diverse organisations such as The European Commission, PUMA, and Doctors Without Borders for over 25 years. Through consultancy and training, he helps organizations better connect with today's digital consumers. Paul is also a well-respected figure in the digital sector. He is the author of six books, including Click, Digital Adaptation, and User Experience Revolution. Finally, he is a prolific writer for numerous publications, including his blog, and regularly speaks internationally. Resources: Website: https://boagworld.com/boagworks/ LinkedIn Personal: https://www.linkedin.com/in/paulboag/ LinkedIn Business: https://www.linkedin.com/company/boagworks/ Twitter: https://twitter.com/boagworld Paul's additional online resources: https://boagworld.com/subscribe/

Intro We've talked in-depth about burnout in the past, but this time we will be discussing the impact burnout can have on agency leaders' mental and physical well-being. David Valentine, who currently runs several agencies, provides valuable insight into the effects of burnout and some steps you can take to minimize its impact. The conversation also explores his favorite strategies for positioning yourself to step away from day-to-day operations while still striving toward growth. What you will learn in this episode: The inevitable costs of burnout and the impact it has on agency leaders How diverting some of your focus to your mental and physical wellness will help you maximize your bandwidth. How to elevate yourself within the agency so you can step away from the day-to-day and manage from a broader perspective. What you must do before stepping away from your current leadership role to take on broader challenges. How to nurture trust and confidence in key team members who may eventually fulfill your current role. David's preferred strategy for confronting agency scaling issues. Bio Dave Valentine owns 7 businesses that have generated over ONE BILLION dollars collectively for over 1000 clients, including major brands and Fortune 100 companies like Target, Time magazine, and American Express. At the age of 29, his doctor said, "Are you prepared for your heart attack?" Dave realized he needed to learn how to scale his businesses without being overwhelmed by stress. His life depended on it. Dave now runs multiple companies from the mountains in a house by a river with three waterfalls. Merging conscious capitalism with an unconventional marketing approach, Dave has rapidly grown his businesses by investing money in people rather than paid advertising. After selling his first business, Dave acquired three more companies and has put $3 MILLION into businesses this year. His mission is to employ over 200,000 people and revolutionize the way we reward good talent. Dave wants to be so big that governments can't ignore him because his companies take up too much of their GDP. Simply put . . . he wants to buy back the freedom that was stolen by greedy individuals and corporations. Resources Website: https://avadel.agency/ LinkedIn Personal: https://www.linkedin.com/in/david-valentine-95564891/ LinkedIn Business: https://www.linkedin.com/company/avadel/ Facebook: https://www.facebook.com/realdavevalentine

Intro Thought leadership and authority marketing are not new concepts to seasoned agency owners, but Sharon Robustelli offers exceptional insights that can help you innovate in this unique service category. During our conversation, Sharon highlights why clients value agencies who can create messaging that highlights who they are, what makes their brands different, and their specific perspectives on recent industry trends. What you will learn in this episode: How to implement a thought leadership campaign that is scalable over time. The importance of creating people-centric authority marketing campaigns that are not dependent entirely on the figure delivering the message, but instead on the audience's appetite. Why you should assess the bandwidth of the client organization's leader, then determine if they are the best person to represent the brand in your campaign. How to leverage all of your clients' C-Suite leaders during thought leadership and authority marketing campaigns. The value of assuring clients that your agency will bear most of the workload related to driving authority marketing campaigns, rather than the client themselves. Bio Sharon Robustelli is founder and CEO of TEN3 Public Relations. She is an award-winning marketing communications specialist who has led successful programs for some of the world's leading consumer brands, organizations, and business leaders. Resources: Website: https://www.ten3pr.com/ LinkedIn Personal: https://www.linkedin.com/in/sharon-robustelli-she-her-464a3413/ LinkedIn Business: https://www.linkedin.com/company/ten3-marketing-communications/ Facebook: https://www.facebook.com/ten3pr Twitter: https://twitter.com/ten3pr

Agency owners are discovering that artificial intelligence-based tech solutions are gradually becoming more capable of performing the creative tasks clients pay them to complete. This is shocking, and for some, scary. If you are concerned about the implications of AI technology for agencies, tune in to hear why our guest Paul Roetzer believes these tools will produce massive business development and revenue optimization opportunities for agencies willing to adopt an AI-savvy business model. What you will learn in this episode: Why agency leaders need to study AI tools deeply to keep their companies viable in the near future. The importance of identifying AI tools that will help you more efficiently solve the problems you're already solving. How to think realistically about the implications of AI technology advancements and plan accordingly. Why the value of the "human factor" will always persist, even in an AI-driven agency culture. The benefits of becoming an AI-savvy agency as soon as possible. Bio Paul Roetzer is founder and CEO of Marketing AI Institute, and founder of Ready North (formerly PR 20/20), HubSpot's first partner agency. He is the author of Marketing Artificial Intelligence (Matt Holt Books, 2022) The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012); and creator of the Marketing AI Conference (MAICON). As a speaker, Roetzer is focused on making AI approachable and actionable for marketers and business leaders. A graduate of Ohio University's E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies. Resources: Website: https://www.marketingaiinstitute.com/ LinkedIn Personal: https://www.linkedin.com/in/paulroetzer/ LinkedIn Business: https://www.linkedin.com/company/mktgai/ Facebook: https://www.facebook.com/marketingAIinstitute/ Twitter: https://twitter.com/Mktgai Piloting AI for Marketers Series: https://www.marketingaiinstitute.com/education/bundles/piloting-ai