The Innovative Agency

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

Intro How could a case study help you showcase the effectiveness of your agency's services? To help you find the answers, we had Joel Klettke join us to share his insight on creating valuable case studies and how you can leverage them throughout your business development strategy. What you will learn in this episode: How agency owners should select candidates for future case studies. The best ways to manage the process of creating client case studies. The different ways case studies can be leveraged by your agency and its clients. What approach is best when asking clients to participate in a case study. How to make participating in a case study appear worthwhile to existing clients. What it takes to create an effective case study. The importance of offering control to the subject during the creation of case studies. Bio Joel Klettke is a bald, Canadian Dad of two who has spent way too much time behind a keyboard for it to be good for his cardiovascular health. From accounting gopher to accidental industrial labeling machine salesman, SEO to conversion copywriter, he's now the Founder of Case Study Buddy where his team helps B2B companies like HubSpot and Loom share their customer success stories in a way that drives real ROI Resources: Website: https://casestudybuddy.com/ LinkedIn Personal: https://www.linkedin.com/in/joelklettke/ LinkedIn Business: https://www.linkedin.com/company/case-study-buddy/ Facebook: https://www.facebook.com/casestudybuddy Twitter: https://twitter.com/JoelKlettke Business Casual Copywriting

Intro Whether your transition into running an agency was intentional or "accidental", actively learning more about your role as an agency owner is a must. Our latest guest, Greg Hickman, presents his ideas on how agency owners can define their paths moving forward, without compromising on creating their ideal businesses. He also touches on some strategies agency owners can use to scale their agencies while remaining discreet. What you will learn in this episode: How agency owners should define "growth." Why "accidental" agency owners still need to learn core business skills. How to effectively transition from a full-service background to a specific niche. The importance of understanding your agency's goals and committing to them. How to productize the solutions your agency typically offers. Bio Greg Hickman is the Founder and CEO of AltAgency™. Over the last 4 years, Greg and his team have transformed AltAgency™ from an automation consultancy serving many well known entrepreneurs and growth experts into one of the top coaching and training companies for agencies looking to grow and scale by packaging their expertise, installing systems for growth and leveraging automation to save time. Resources: Website: https://altagency.com/ LinkedIn Personal: https://www.linkedin.com/in/gregoryjhickman/ LinkedIn Business: https://www.linkedin.com/company/altagency/ Facebook: https://www.facebook.com/greghickmanfan Twitter: https://twitter.com/gregoryjhickman Youtube: https://www.youtube.com/@gregoryjhickman

Intro Presenting strong proposals to prospects is a critical element of securing the clientele your agency needs to thrive. Your proposal-related efforts can also make or break the morale of your team. To help you craft the optimal proposal strategy for your agency, today's guest, Joe Ardeeser, discusses his thoughts on what you should and shouldn't do when creating and presenting proposals to prospects. What you will learn in this episode: How to put your best foot forward during the proposal writing process. Why agencies must prioritize end results in their proposals. The importance of identifying and articulating big-picture goals within proposals. Why every proposal should be presented during a formal proposal review meeting with the prospect. The value of offering prospects a degree of agency within the architecture of the prospecting process. The benefits of creating interactive proposals that allow prospects to manipulate the scope independently. What the "vague vortex" is, the problems it causes, and how to avoid it. Bio Joe Ardeeser is the Founder and CEO of Smart Pricing Table. They are a fast and accurate b2b proposal software company. Resources: Website: https://www.smartpricingtable.com/ LinkedIn Personal: https://www.linkedin.com/in/joeardeeser/ LinkedIn Business: https://www.linkedin.com/company/smart-pricing-table/

High-performing agency owners constantly search for innovative ways to drive awareness and interest in their services. The latest episode of the Innovative Agency Podcast explores Christian Banach's most effective approaches to demand generation. His guidance will provide the insight you need to create the ideal lists, curate the best offers, and construct effective messaging to create unique opportunities for business development. What you will learn in this episode: How to create successful outbound campaigns using Christian's 40-40-20 rule. The importance of investigating your current network to find business development opportunities. Why you shouldn't squander existing relationships and instead work to nurture them. How to use functional brainstorming to avoid situations that burn cash without creating ROI. How to balance list building with other outbound campaign efforts. Effective strategies for leveraging LinkedIn to attract business opportunities. How the ROI of email ranks compared to other business development vehicles. Bio Christian Banach is Principal/Chief Growth Officer of the business development and growth consultancy, Christian Banach LLC, where he and his team guide marketing agencies and martech companies to land 6- & 7-figure opportunities predictably and unlock their full potential. Christian founded a concert promotion and experiential marketing agency in high school and would grow it to over $10MM in sales. That company grew rapidly, and he worked with Grammy award winners like Lady Gaga and Pitbull. Not long after, Christian launched an experiential marketing agency division and activated programs for Disney and Toyota. The business boomed, but the 2008 Great Recession happened. Things screeched to a halt. Like many agencies, his firm had grown through worth-of-mouth and referrals. To rebound, Christian hired a consultant who taught him the fundamentals of business development. Feeling reinvigorated, Christian closed his company, took what he learned from the consultant, and pivoted to a career in agency business development. Over the last decade, Christian has worked at independent and holding company agencies across marketing disciplines. Christian discovered that his superpower was hunting and generating top-of-the-funnel opportunities with enterprise companies. He was involved in millions of dollars of wins with companies like Kohl's and Constellation Brands. Over the years, he felt an entrepreneurial itch, but he wasn't sure what he wanted to do. But the pandemic started, agencies lost clients, and some closed their doors. It reminded Christian of his agency during the Great Recession. But this time, Christian had the expertise to help as that consultant did for him. He left his high-paying agency job and launched Christian Banach LLC to help agencies and martech companies build relationships, gain perspective, and grow. Resources: Website: https://christianbanach.com/ LinkedIn Personal: https://www.linkedin.com/in/christianbanach/ LinkedIn Business: https://www.linkedin.com/company/christian-banach-llc/