Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Is your team leveraging AI beyond basic content creation? Did you know your sales process can be more efficient with the help of AI? While many agencies focus on AI's obvious applications, today's guest reveals a more innovative approach: using artificial intelligence to mine the wealth of unstructured data generated during sales interactions. By capturing and analyzing these often-overlooked conversations, his agency has discovered valuable insights that are transforming their sales process. In our fascinating discussion, we'll explore how AI is revolutionizing not just data analysis, but the entire advertising landscape. This interview is an in-depth conversation about the convergence of technology, community building, and cutting-edge marketing strategies. Andrew Eklund is the founder and CEO of Ciceron, a digital agency that excels at amplifying brands by creating bespoke audiences and activating them in the places they are. He shares insights from his journey in the digital landscape, starting from the dawn of the public internet and his early experiences with AOL. He discusses the evolution of his agency from his first clients to now specializing in applying advanced AI to audience segmentation and modeling, and shares what he predicts will and won’t change about our current use of AI in advertising and sales. In this episode, we’ll discuss: Turning sales conversations into strategic assets with AI. Why unlocking the capabilities of AI requires engagement. Harnessing AI for sales success. How AI could change advertising for good. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Educating Clients to Embrace New Technology Andrew’s pioneering spirit led him to start his agency almost thirty years ago at the dawn of the public internet, back when a digital agency basically set up people’s first email address and websites. Starting out when people still didn’t know very much about the internet, Andrew often had to overcome skepticism about the viability of online business. His determination to prove that people would eventually embrace e-commerce, despite widespread hesitance to share credit card information online, led him to establish IndieSonic, one of the first independent music online portals. This venture not only validated his predictions but also provided a tangible example to clients of the digital marketplace's potential. Even with this willingness to engage clients in e-commerce during a time of skepticism, it took many years for most to start embracing it. During the dotcom crash, many predicted the internet's demise and a return to traditional business models. Yet ironically, this period coincided with the emergence of today's tech giants, who would ultimately transform the digital landscape forever. Turning Daily Sales Conversations into Strategic Assets Back in 2022, when ChatGPT 3.5 came out, Andrew gathered his team and explained that whatever the future with AI was, they had to be all in on it. To him this was without a doubt the direction things were headed as soon as the technology became available. He wanted his team to be prepared for a future where platforms like Google and Meta would have features to basically automate their jobs. Instead of rejecting that future, they should embrace it before clients did. Initially, his team used ChatGPT in the obvious ways, like creating the ad copy. However, it wasn’t the most exciting way to use this technology. Andrew wanted to put it to work in areas where humans struggled so he focused on using it on the often-overlooked and unstructured data generated during human interactions, particularly in sales environments. When salespeople engage with clients, they gather valuable insights about customer perceptions, needs, and preferences—information that is rarely documented in formal data sets. This intellectual capital, if left unharvested, evaporates daily, representing a missed opportunity for organizations to refine their strategies and improve their offerings. Now Andrew’s team has implemented a system known as the "intelligence hub," which serves as a central repository for various data sources, including recordings of sales calls. By utilizing AI to analyze these recordings, he can extract meaningful insights that inform sales training, marketing strategies, and product development and captures intellectual capital to transform it into actionable intelligence that drives business success. Why Experimentation is the Key to Unlocking the True Capabilities of AI Like many of these AI innovations ChatGPT seems to have gone down in quality over the past year. AI models are not static entities; they require active engagement and adaptation to deliver meaningful results and while it can process vast amounts of data, the quality of its output is heavily dependent on the input it receives and the manner in which queries are structured. Andrew's approach to these language models is to address them like he would any employee and letting them know they’ve failed at effectively answering a prompt, so it’ll record that failure and provide better results next time. Moreover, his perspective on the integration of AI models is that there’s no need to stick to just one when they each have varying capabilities. Models like Llama and Gemini offer superior integration with platforms like Google Drive, but may also lack essential features. Hence, businesses must remain agile, willing to explore different models and their functionalities to find the best fit for their specific needs. Don’t shy away from experimenting with different setups and integrations, especially if you run a small or medium-sized business and don’t have a deep IT infrastructure. Maintain an open mind towards the evolving capabilities of AI. Many users may dismiss a model based on a single poor experience, failing to recognize that AI technology is continually advancing. The technology will get better with time and, meanwhile, remember that longer, more nuanced prompts yield better results and experimentation is the key to unlocking the full potential of AI tools. Harnessing AI for Sales Success One area where not enough agency owners are using AI to improve their agency’s performance is sales, where they can use AI insights to significantly enhance the efficiency and effectiveness of the sales processes. One of the primary advantages of utilizing AI in sales is its ability to analyze vast amounts of data to identify patterns and trends that human analysts might overlook. Sales managers can employ AI to examine recorded sales calls alongside performance metrics from CRM systems like Salesforce. This way, your team can analyze which calls led to conversions and which did not and sales leaders can gain insights into effective communication strategies and customer preferences. Moreover, AI can assist in filtering and analyzing leads more effectively so sales teams can prioritize their outreach to those with the highest likelihood of conversion, thereby improving overall efficiency. The Future of AI and Data Privacy Since the 1990s, when Andrew began helping businesses establish an online presence, he has encountered a common concern among clients - the fear of exposing sensitive information on the internet, where competitors could access and leverage it. However, as clients learned the importance of SEO and realized their lack of content was hindering website traffic, they became more willing to embrace digital marketing strategies. Looking ahead, Andrew foresees a future where AI models could replace traditional search engines. Instead of searching, consumers will rely on AI assistants that not only answer queries but also provide relevant context. As AI-driven insights become more prevalent, often informed by user-generated content rather than brand narratives, companies will have greater incentives to share their data with these models. Yet, Andrew cautions that not all information should be openly shared with AI. He advocates for the use of private AI platforms, where companies can download and apply open-source models like Llama to their internal networks. While this is not yet widespread, Andrew believes it represents the future of AI-driven business intelligence. Will People See Less Advertisement? In Andrew’s opinion, people will continue to be bombarded by advertising for the time being. While advertising agencies must reach their audience, they should do so without being intrusive. He points to Instagram as a successful example, where users actually embrace advertising because of its relevance to their interests. The platform's ability to understand user preferences and recommend desired products has transformed it into a shopping destination, delivering real value to consumers. Looking ahead, Andrew predicts that over the next five years, AI will revolutionize the economics of advertising. This technology will enable more precise targeting at current cost levels, shifting the focus from broad, low-quality impressions to highly targeted advertising aimed at the individuals who matter. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

James Pietruszynski, CEO of SoulSight, brings 27 years of branding experience to the table. He shares valuable insights about navigating pricing strategies and understanding client budgets. Discover how strategic planning and relationship-building have been key to his agency's growth. He discusses the challenges of balancing client work with self-promotion and the critical importance of adapting to market dynamics. James also delves into the lessons learned from a recent acquisition and how raising prices for new clients can enhance agency profitability.

In this insightful discussion, Bob Afsari, CEO of Campaign Creators, shares his transformative journey from neurobiology to founding a digital marketing agency. He reveals how shifting from retainer models to productization can redefine success and improve profitability. Bob emphasizes the importance of strategic partnerships, particularly in enhancing onboarding experiences for HubSpot. He also discusses the value of clear service offerings and effective communication to elevate an agency's brand and client relationships, all while navigating challenges in a competitive landscape.

In this insightful discussion, David Frederick, co-founder of Head Over Heels, shares his expertise in branding and storytelling. He highlights common mistakes brands make and stresses the importance of creating a unique identity that resonates with audiences. Frederick emphasizes the power of collaboration and idea validation to foster innovation. Through engaging anecdotes, he illustrates how original storytelling can create authentic connections. Tune in for valuable lessons on transforming branding challenges into success through teamwork and creative execution.

Andrei Marin, co-founder of CodeCrew, an innovative email marketing agency, shares valuable insights into talent acquisition and creating a people-first work environment. He and his co-founder discuss the importance of efficient hiring processes that filter candidates effectively. They reveal strategies for screening clients to ensure compatibility, and how a positive workplace culture fosters team loyalty. Their journey highlights the challenges of entrepreneurship and their commitment to making business a force for good.

In this engaging discussion, Alex Sunshine, the Founder and CEO of Rising Suns Agency, dives into the world of influencer marketing. He emphasizes the importance of genuine influence over follower counts when forming partnerships. Alex shares personal anecdotes about mixing business with personal relationships, and stresses the need for authenticity in the creator economy. He also explores how the industry is evolving, particularly with the rise of AI in marketing and the importance of community engagement for lasting success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you trapped in the exhausting cycle of "monthly chases," constantly pursuing short-term goals at the expense of long-term vision? Today’s featured guest stood on the brink of giving up, worn down by the relentless pursuit of monthly numbers. He decided to shift focus with a ten-year plan to start building an agency that could run without him. This way, he has been able to focus on different ways to grow the agency, like launching proprietary technology that turned into a fantastic foot-in-the-door and starting a podcast that has given him the opportunity to get in front of his target audience on a weekly basis. Tune in to hear Jim's inspiring story and insights on entrepreneurship and marketing. Jim Matuga is the president and founder of InnerAction Media, a marketing agency that works with small startups and non-profits. Jim shares his journey from aspiring copywriter to starting his own agency in 2011, discusses the pivotal moments that led him to take the leap, how he broke free from the monthly chase, and the credibility that comes from developing proprietary technology. In this episode, we’ll discuss: Breaking free from chasing monthly numbers. Turning AI adoption into agency innovation. Getting in front of your target audience with a podcast. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Starting an Agency at Life's Crossroads In a departure from most agency owner stories, Jim had wanted to start an agency from very early on in his career. Armed with an advertising degree and visions of becoming a Madison Avenue copywriter, he seemed destined for the agency world. However, things didn’t go as planned and he ended up working in radio and local newspapers for fourteen years. Instead of crafting campaigns in a Manhattan high-rise, Jim found himself building a career in radio and local newspapers. For fourteen years, he climbed the corporate ladder, but each promotion felt like a step away from his true ambition. Finally, 2011 became Jim's year of transformation. In the midst of a difficult year he figured it was now or never. It seemed like the right time to jump into business as he was starting over after losing everything. After many years as a dream, his agency started on a random Tuesday from his kitchen table working from a used Mac he bought off Craigslist. Breaking Free From the Monthly Grind All agency owners go through a stage where it seems they’re doing everything and the agency itself is going through constant ups and downs. For Jim, it was right after the pandemic. During a session with his business coach, Jim voiced what many agency owners feel but few act upon: he was tired of the monthly scramble and ready for fundamental change. Basically, Jim wanted a business that didn’t depend on him to run successfully. Rather than being defined by the numbers on a monthly report, he envisioned a future where the agency could operate seamlessly, even in his absence. The breakthrough came through a crucial decision: bringing a longtime team member into the financial heart of the business. This wasn't just about delegating tasks—it was about sharing: Complete financial transparency Decision-making processes Strategic planning responsibilities Ownership of outcomes With this collaborative approach, Jim was able to help this employee understand the part of the business he most disliked: sales. By working together, he was able to adapt his own personality and values to the sales process, resulting in innovative strategies and business development that Jim had not previously imagined. Such empowerment fosters a culture of trust and accountability, where team members feel valued and motivated to contribute to the agency's success. Building a Strong Team Beyond the Solo Visionary After fifteen years of growing his agency, perhaps the most valuable lesson for Jim has been that even the most brilliant vision needs a strong team to bring it to life. While his creativity and entrepreneurial drive launched the agency, its sustained success would depend on something more—the collective talent of a well-developed team. Building a team that really understands their roles in the agency’s overall goals requires patience. You’ll need to give them time to develop into their roles, and give them opportunities and path forward with a clear vision of what the agency could be and what it should be. This approach to leadership—rooted in patience and understanding—yields more than just a capable team. It creates an environment where innovation flourishes, resilience builds naturally, and team members feel empowered to contribute their best work. The Difference Between Success and Significance Jim’s new perspective on looking ahead with his ten-year plan instead of chasing monthly numbers helped him discover something profound: the difference between success and significance. Most agency owners live or die by the numbers and are constantly focusing on what’s next, with success defined by tangible metrics: revenue, client acquisition, and market dominance. Yet, these markers, while important, can lead to a hollow victory if they do not align with a greater purpose. In contrast, significance is about creating value that transcends profit margins. It involves making a difference in people's lives, whether through innovative solutions, community engagement, or fostering personal growth within a team. Once an agency owners start creating value, success is not that important anymore, leading to a deeper sense of fulfillment and purpose. Turning AI Adoption into Agency Innovation Coming from a background in printed media, Jim’s original dreams about running an advertising agency focused on a print-oriented traditional agency. However, just a week into starting his business he realized everyone wanted video and web. Luckily, he adapted quickly and embraced the new technologies. In fact, Jim believes technology is a blessing for agencies. At the time, he didn’t realize how these new technologies would play a role into the intricacies of owning a business. As businesses strive to capture attention in an increasingly crowded marketplace, the integration of artificial intelligence (AI) into marketing strategies has emerged as a game-changer. Jim jumped to the opportunity of adapting new trends, as he most recently did with AI. In fact, his agency launched StoryMaker, a SaaS application that aims to demonstrate how AI can enhance storytelling and streamline content creation, ultimately empowering businesses to connect with their audiences more effectively. The adoption of AI-driven marketing solutions can serve as a powerful retention strategy for agencies. In his case, Jim not only embraced the new technology, he now sells subscriptions across the country for this application and uses is as a foot-in-the-door, where every client gets a complimentary subscription to the app and a marketing blueprint he used to give away for free. The credibility that comes from developing proprietary software further strengthens an agency's position in the market. As clients recognize the expertise and innovation behind tools like StoryMaker, it enhances the agency's reputation as a thought leader in the industry. This visibility can lead to new opportunities, such as speaking engagements and partnerships, which can further amplify the agency's reach and influence. Creating Hundreds of Opportunities to Get in Front of Your Target Audience Weekly As a big fan of podcasts and the power they have to help grow a brand, Jim created Positively West Virginia, a podcast dedicated to sharing the entrepreneurial journeys of small businesses and nonprofits in West Virginia. With one episode a week posted since 2017, the podcast has brought Jim hundreds of opportunities to talk to small business owners, who are also his prospective clients. In the years since, Positively West Virginia has provided opportunities for visibility and building credibility, it has also helped him create value and create a platform for authentic narratives that resonate with his audience. This is especially true for small business owners, who often have compelling stories that can inspire and engage listeners. Any business owner can take advantage of the way that podcasts can serve as a vital tool to share their journeys, connect with audiences, and inspire others. The ability to reach thousands of listeners with motivating narratives not only uplifts individual entrepreneurs but also strengthens the fabric of local communities. As the podcasting landscape continues to grow, small businesses that embrace this medium will find themselves well-positioned to thrive in an increasingly competitive environment. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training What happens when your entire industry comes to a sudden halt? Are you positioned for adaptability in the face of challenge? As an events agency owner, today’s featured guest watched his business model crumble in just one week when the pandemic struck and nearly devastate the entire events industry. It seemed the events industry survive however by embracing technology, his agency successfully transitioned client events to the digital space. They created innovative virtual experiences that kept the business alive during the lockdown. Now, as in-person gatherings return, he's navigating yet another evolution: the emergence of hybrid events, as he tries to warm his clients up to this concept. Learn the most common pitfalls in event organization and his vision for the future of events in a post-pandemic world. Mark Testa is the founder of the Mark Stephen Experiential Agency, an agency that specializes in creating memorable consumer experiences that help their clients stand out at major events. With over 20 years of experience, Mark discusses his journey from aspiring set designer to leading an agency that integrates live experiences with digital elements to help brands stand out, and how the pandemic almost ended his business. In this episode, we’ll discuss: Key elements of a successful event. Learning to pivot in the face of change and adversity. Integrating AI to create successful hybrid events. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Threading a Path From Set Design to Experiential Marketing Mark's journey into the experiential marketing industry began with a different dream altogether. Originally aspiring to become a set designer in New York City, he took what he thought would be a temporary detour into designing window displays to support himself. This seemingly modest compromise eventually led him down an unexpected but rewarding path. As his work evolved from window displays to product launches, Mark found himself increasingly drawn to the creative challenges of his new role. Even when he attempted to return to NYU to pursue his original dream of set design, financial constraints led him back to visual merchandising at Macy's and working with sponsors during Fashion Week. This experience with sponsors naturally evolved into a consulting business, where Mark helped brands create impactful environments that achieved their marketing objectives. A subsequent position managing events for a magazine further expanded his horizons, allowing him to travel and develop a passion for event production that eventually eclipsed his theatrical ambitions. After eight years in the industry, Mark transitioned to freelance work, which organically grew into his own business venture. Though he initially didn't define his company's identity too rigidly, the increasing competition from full-service event companies prompted him to formally establish himself as an experiential agency. 3 Key Elements of a Successful Event that People Often Get Wrong Overall objectives: One of the most crucial elements in planning an event is understanding the underlying objectives. It’s one of the first things Mark tried to define with clients. Are they looking to build a new business? Build brand awareness? Data collection? That needs to be clear before moving forward with planning. Time: Next, the client should be aware that planning an event will require a lot of time, to the point you’ll need to treat it as a job. Time is an element people usually don’t understand and they figure an event can come together in a matter of a few weeks. As a rule, Mark and his team don’t take any new gigs that are under six weeks because they won’t be able to execute it to the best of their abilities. The more time you have to prepare the better the event will turn out. Audience: Who is the audience the event is trying to reach? Realistic and clear about the goals are very important. Maybe you think a large event will make a big impact, but depending on the audience and the goals you can do better with a 40-person event that gets a conversation started with the ideal target audience. Just make sure to have a clear call to action. Don’t just send people off with a “thank you for coming”. Instead, invite them to have a conversation if they liked the event and if it touched on some of the issues they’ve been having with their businesses. The Fourth Step: Establishing Clear Financial Expectations Understanding the hidden costs of event organizing is crucial for successful client relationships, according to Mark. Location, timing, and seasonal factors all significantly impact event costs, yet clients often overlook these variables in their initial planning. This is why Mark prioritizes budget discussions early in client conversations. He believes in establishing clear financial expectations from the start, rather than dealing with unpleasant surprises later. The budget, after all, serves as the foundation for every event decision and ultimately determines its scope and scale. For instance, if a client's budget doesn't align with their vision of a 200-person event, Mark advocates for adjusting the scale rather than struggling to make an impossible budget work. A well-executed 40-person event, he argues, is far more successful than an underfunded larger gathering. The key to managing these potentially difficult conversations lies in transparent communication. When agencies take the time to explain costs thoroughly and provide honest assessments of budgets, they often find that clients appreciate their candor. This transparency, while initially revealing gaps between expectations and reality, ultimately builds trust and elevates the agency's role from simple service provider to trusted advisor. The Evolution of Events: From Shutdown to Hybrid Success The pandemic dealt a devastating blow to the event industry, bringing it to an abrupt halt within a single week. The sudden shutdown left Mark questioning whether the industry would ever recover to its former glory—a concern that, fortunately, proved unfounded. During those years, Mark fought not to succumb to despair and leveraged the agency’s existing resources and relationships to pivot towards new solutions. Innovation emerged from necessity as the agency pivoted to digital technology. They developed immersive virtual experiences that replicated the interactivity of live events, not only helping them retain clients but also discovering new revenue streams with better profit margins than traditional gatherings. However, the solution was only temporary and as soon as in-person events became viable again, clients began showing resistance to virtual alternatives. Learning from this experience, Mark now advocates for a balanced approach, blending digital and physical experiences. This hybrid approach allows agencies to cater to diverse client needs, ensuring that they remain relevant in a rapidly changing market. Integrating Technology into Event Planning The way that clients embraced the return of in-person events highlights the fundamental need for human connection that transcends time and circumstance. However, technological breakthroughs have changed a lot about how creatives work and it has certainly changed advertising. Organizations are adapting to this reality by integrating technology in ways that enhance rather than replace human interaction. For instance, the use of AI tools such as MidJourney allows creatives to generate innovative ideas and visuals quickly, streamlining workflows. Of course, Mark acknowledges that while AI can aid in the creative process, it cannot replicate the physical execution and emotional nuances that human designers bring to their work. The ability to take an imaginative concept and transform it into a tangible reality relies on human skills, intuition, and collaboration, which cannot be automated. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Are you frustrated by slow growth? Does client churn keep you from really propelling ahead? Do you put off crucial decisions because you’re afraid of making the wrong choice? Today’s guest’s successful track record wasn’t enough to make him confident in his decisions on hiring or the stress of client turnover. A shift in focus helped him see consistency and adaptability are the key to agency growth. Learn about how he kept going and the strategy that helped him get through decision paralysis. He also shares the content marketing approach that transformed his agency's pipeline and helped them grow. Curtis Hays is the owner of Collideascope, a digital agency specializing in B2B lead generation services. He shares his early struggles to form an effective hiring strategy, and how a podcast has been just what his agency needed to address self-promotion to build their pipeline. In this episode, we’ll discuss: Maintaining momentum when growth feels slow. The power of podcasting to build the pipeline. Breaking through decision paralysis. Embracing mistakes in agency leadership. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Converting Corporate Experience into Agency Ownership Curtis began his career working in corporate right after college, starting with roles at smaller companies before landing an IT position supporting sales and services at a Fortune 500 company. Years later, he decided to relocate with his wife and found himself struggling to find work in his new city until he connected with two agency owners specializing in web development and IT services. Taking charge of the IT services division, Curtis innovatively transformed the agency’s business model by implementing a retainer-based approach for IT services and went on to run that division for ten years. His journey into agency ownership began once he figured it was time to start consulting and working on his own. Little by little he brought together a group of agency professionals he met over years in order to complement the services he provides, ultimately building what is now Collideascope. How to Maintain Momentum When Growth Feels Slow Thanks to a solid network, Curtis hasn’t experienced the typical struggles of finding and retaining talent. For most of his time with the agency, people who come work with him end up staying, which has allowed him to maintain a very low turnover rate. He is aware this is not always the case, as his team is frequently called to assist agency teams when they’re experiencing turnover. On the other hand, marketing has been especially hard for him as he struggles to balance client needs with the demands of marketing his own agency. This is a common dilemma, where the focus on client work can overshadow the necessity of promoting the agency brand. It seemed like every time he was finally getting ahead by gaining a new client he was losing another one. As a result, even though he has seen growth year-over-year, it’s been slow and never quite where he want s it to be. The resulting emotional toll has tempted Curtis to give up. However, he has learned to cultivate a positive mindset that embraces that growth is not just about the number of clients but also about building resilience and adapting to change. In his experience, working with clients can help maintain this positive attitude. Instead of always working on the backend of the business, he makes sure to always get some consulting time, which gets him the opportunity to have some wins helping clients solve problems and gets him excited to do his work. Sometimes it may seem like you’ve tried everything, however, a harder look at your process may reveal a key change that could help improve your results. As Curtis has learned, consistency is about committing to a process of continuous improvement and adaptation. Whether it’s refining service offerings, nurturing client relationships, or engaging in marketing efforts, the consistent application of effort is what drives growth. Converting Listeners to Clients: The Power of Podcasting for Agencies When traditional content marketing methods like newsletters and blogging weren't delivering the desired results, Curtis changed the strategy to try their luck with a podcast. The journey wasn't immediate success. The first six months were admittedly challenging, marked by slow growth and a steep learning curve. However, once the team found their rhythm, the podcast began to yield unexpected benefits. Not only did it generate new leads, but it also served as a powerful educational tool for prospects in their pipeline, building the confidence needed to convert listeners into clients. What started as an experimental marketing channel evolved into a valuable pipeline-building tool. The team discovered that through authentic storytelling and sharing customer experiences, they could forge deeper connections with their audience in ways that written content simply couldn't match. The podcast format allows them to showcase their expertise while maintaining a personal touch that resonates with potential clients. Pro tip for podcasters: Try to not lose momentum with your listeners. After his first season, Curtis has learned to record episodes ahead of time. In the very beginning, it’s difficult to get listeners for your show. However, when they finally do, they’ll tend to binge several episodes so make sure you have a consistent upload schedule so you don’t lose the interest of new listeners. Break Through the Overwhelm and Empower Your Team As Curtis points out, many agency leaders find themselves overwhelmed with the burden of managing a growing team. On one hand, there’s the significant investment needed in bringing in new people with the right expertise. On the other hand, it’s also difficult to train and coach up people already in the business to transition into those positions. Finding yourself paralyzed by questions regarding cash flow and profit means you’re not focusing on the most important asset, which is your time. The transition from Owner to CEO requires a shift in mindset, where the focus moves from doing everything yourself to empowering others to carry out the agency’s mission. The journey to effective delegation begins with a simple but powerful exercise of auditing your time. Here's how to do it: Take screenshots of your calendar for the past two weeks Document all activities you've performed Categorize these activities into two lists: tasks you love or energize you and tasks that drain your energy or you'd rather never do again With your audit complete, start delegating low-value tasks off your plate. After that, hire at least one of the people you’ll need to start getting high-level tasks you never want to do again. You don’t necessarily have to go out and hire a COO right away when you’re running a twenty-person agency, but you can start by hiring a director of operations. Prioritize strategic hiring to identify the right individuals with the skills and mindset necessary to contribute to the agency's vision. By carefully selecting team members who align with the agency's goals and values, owners can create a strong foundation for growth. Learning to Embrace Mistakes in Agency Leadership A lot the fear of hiring new team members revolves around getting it wrong and regret the decision. This usually leads to hanging on to that person for too long, even though they’re not the right fit, just to avoid going through the hiring process again. Simply put, mistakes are inevitable as you grow your agency. At some point, you’ll look back at your hiring mistakes or bad clients as lessons. Learn to laugh at the mistakes and craziness that happens in this business and you’ll enjoy the ride much more. For example, Curtis looks back at how rigid he was with his team when it came to working remote. He knows now that his opposition to it was a big mistake. This experience taught him the importance of embracing adaptability to new practices, tools, and methodologies that provide a significant edge or allowing them to streamline operations and focus on higher-value tasks. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training Have you ever felt like abandoning your agency? Overwhelmed or insecure about the direction the agency is headed? If so, you're not alone. At some point, we all face moments of doubt and struggle to keep momentum. Today’s guest is an agency owner who built his business over the past ten years. He recently experienced a downturn that led him to question whether he still enjoyed the work. It was a solid business plan and clear vision that helped him get the agency back on track. Learn more about why he needed clarity and communication to get his confidence back and what excites him about the new developments of generative AI and how it’s changing advertising. Ed East is the founder of influencer marketing agency Billion Dollar Boy. He shares his journey into the agency world, creating a database connecting blogs with brands and agencies. Ed also discusses the low point that made him question his commitment to the agency, the realization that helped him rebuild his confidence, and the new tech that is already revolutionizing advertising and brand-audience connections. In this episode, we’ll discuss: How clarity builds new momentum for agency growth. Leveraging generative AI to elevate the creative process. How agencies can use creator advertising. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources Wix: Today's episode of the Smart Agency Masterclass is sponsored by Wix, an intuitive way to design exceptional sites and a smart addition to your agency’s toolkit. With this flexible tool, your team will be able to take on any project at any scale and focus on the work that matters the most. Check out wixstudio.com and break free from growth bottlenecks. Turning a College Hobby Into a Legitimate Agency Although he’s an accidental agency owner, Ed was always keen on starting a business which is why he took his first entrepreneurial steps during university. Back then, he started a blog with some friends focused on lifestyle, music, and sports that quickly got up to 50,000 views a month. However, they soon realized that page views alone weren't enough to generate an income. Luckily, with so many views it was just a matter of time before they started to get offers to promote brands on the blog. This development led to a new idea: building a database where agencies and brands could find the right blogs to place their ads. As they worked on that database, YouTube and Instagram started to surge as a new way to advertise content. This changed the plan a bit; it wouldn’t be a database just for blogs but also include social media accounts. How Clarity Builds New Momentum for Agency Growth Over the past decade, Ed's journey in the agency world has been a rollercoaster of experiences, teaching him valuable lessons about perseverance and adaptability. Reflecting on his original business plan, he's come to appreciate the importance of balancing a clear vision with the flexibility to navigate unexpected paths. Interestingly, he has only recently questioned his commitment to the business. Although the thought of giving up has never crossed his mind, Ed did start to question the enjoyment he got from the work he was doing. The catalyst for this soul-searching was the challenging economic climate, which saw marketing budgets slashed. This has added a lot of pressure to agencies that saw their growth slow down while client expectations rose. It all took a positive turn once Ed created a well-defined plan and shared it transparently with his team. And even though the agency is not out of the woods yet Ed's renewed sense of purpose and his team's alignment have positioned the agency to face the future with confidence. When all team members understand the agency’s overarching goals and their roles in achieving them, they are more likely to feel empowered and energized. This newfound confidence can lead to innovative solutions and a more robust pipeline of opportunities. Ultimately, clarity acts as a catalyst for action. Without it, you won’t be able to build a strategy that you’ll follow to success. Leveraging Generative AI to Elevate the Creative Process Being in influencer marketing, Ed has seen the integration of Generative Artificial Intelligence (Gen AI) emerge as a transformative force. Although very new this use of AI can work very well when done correctly and is reshaping the creative collaboration paradigm. This technology not only streamlines creative processes but also enhances collaboration between brands and creators, leading to innovative and impactful campaigns. One of the most striking revelations from his experiences is the shift in perception regarding the role of Gen AI in creative campaigns. Traditionally, brands viewed Gen AI as an add-on—a supplementary tool to enhance existing creative strategies. However, Ed sees the response from brands during presentations led by his CMO are markedly different. Brands expressed a desire to leverage Gen AI as a core component of their creative vision, allowing it to drive the lead creative piece of their campaigns. This shift signifies a broader understanding of Gen AI's potential to elevate the creative process rather than merely augment it. Redefining the Brand-Audience Connection The landscape of advertising is undergoing a profound transformation. Ed believes creator advertising, powered by generative AI, is at the forefront of this revolution. This shift represents more than just a passing trend; it's a fundamental reimagining of how brands connect with their audiences in an increasingly competitive digital marketplace. Creator advertising places creators at the center of marketing strategies. Traditionally, advertising has been structured around established media channels, such as television and print, where brands dictate the narrative. However, the landscape has shifted dramatically with the rise of social media and digital platforms, where creators wield substantial influence and have cultivated dedicated followings. This shift necessitates a rethinking of how brands engage with their audiences, leading to the adoption of creator-led advertising strategies. Agencies are now hiring creative strategists and media planners from various backgrounds—especially those with experience in traditional advertising—to work alongside influencer marketing teams. This collaborative approach allows for the repurposing of content across multiple channels, extending the reach and impact of creator-driven campaigns. As we look to the future, the evolution of creator advertising is poised to redefine the marketing landscape. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.