Build a Better Agency Podcast

Like so many other business environments, our industry is one that is undeniably extroverted on the surface. Agency work is collaborative, relational, creative, and dynamic — all attributes that seem to be catered almost exclusively to extroverted individuals. So where does that leave our introverted counterparts? Monica Parkin, my guest for this episode, is not only an award-winning public speaker, an acclaimed author, and an engaging business leader; she’s also a total introvert (a title she wears with pride). Like so many, she used to think that gaining momentum in this industry as an introvert was an uphill battle — that is until she decided to flip those false assumptions right on their head. And now, she’s here to help us do the same. Monica knows firsthand that introverts offer a host of hidden talents and superpowers that are invaluable for all agency teams, talents that are often overlooked or overpowered by the “louder” voices in the room. During our awesome conversation, she reveals what those superpowers are, how introverted individuals can harness their unique skills to find success without pretending to be someone they aren’t, and how agency leaders can create environments that allow the introverted voices within their own teams to rise above all the noise and truly shine. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Why introverts are natural relationship-building masters How career paths look different for introverts and extroverts, but lead to the same level of success Tips, tricks, and tactics for introverts looking to magnify their ideas, form meaningful business relationships, and make their voices heard Why marketing “like an extrovert” simply doesn’t work for introverts — and why that’s ok How agency leaders can create environments that empower introverted talent to thrive Why introverts and extroverts are both invaluable agency resources How to create magic by mixing introverted and extroverted talent into your agency teams

Today, we’re delving into a topic that’s been on my mind, and on the minds of agency owners in general, for quite some time: employees. No matter where you are or how big your agency is, staffing is a challenge for everyone right now. Every time the subject comes up during my conversations with agency owners, there are two frustrations in particular that bubble to the surface time and time again: It is hard to find and attract qualified agency talent It is hard to retain the qualified and talented people who already work for us To tackle those frustrations, let’s explore several things agencies can do right now to counter the rival opportunities your current team members are being poached and approached with on any given day (and yes, it is happening.) We’re also going to get to the heart of what it takes for agencies to create an environment that is attractive to new employees, and a culture that makes your current team want to stick around — and not just for a year or so. For 30+ years, Drew McLellan has been in the advertising industry. He started his career at Y&R, worked in boutique-sized agencies, and then started his own (which he still owns and runs) agency in 1995. Additionally, Drew owns and leads the Agency Management Institute, which advises hundreds of small to mid-sized agencies on how to grow their agency and its profitability through agency owner peer groups, consulting, coaching, workshops, and more. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: How agencies can attract new, qualified talent What it takes to keep your agency employees around for more than a year or two What agency employees are looking for in a great employer, and how to be one How to create an agency environment that is attractive to both new and current employees How to utilize other tools for retention instead of relying solely on wage increases Why you should be sharing your agency’s vision with your employees as often as possible The massive value career paths offer agency employees — and owners too The importance of cultivating your culture not for, but with your employees

The last few years have thrown a lot at us — both professionally and personally. While we’ve done our best to navigate all of that unpredictability, many have struggled to not only react to these changes but adapt. As agencies continue to reframe and take stock of where we’re at in this “new normal,” I can’t think of a better time to dive into some impressive research just released in RSW/US’s 2022 New Year Outlook report. RSW/US talked to marketers, CMOs, business owners, agencies, and the people who are seeking out their services to get a diverse and balanced read on how these groups see the world right now — and what they anticipate for what lies ahead. In this episode of Build a Better Agency our guest, Lee McKnight, shares some of the most surprising and invaluable insights uncovered during those conversations. Then together, we break them down into key takeaways and actionable next steps that agencies can take to adapt and thrive in this climate of constant change. Lee is no stranger to the podcast, nor is he a stranger to building and maintaining solid agency relationships — even in times like these, when the landscapes of client communication, lead generation, and sales elevation seem to be shifting indefinitely. As Vice President of Sales at RSW/US, Lee drives sales efforts to bring ad agencies and marketing services firms on board with RSW, creates content around successful new business tactics, and takes part in RSW/US marketing objectives, including social media channels, blog content, webinars, video and speaking engagements. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Key takeaways from the RSW/US 2022 New Year Outlook survey, and what they mean for agencies Surprising insights from marketers on spending, specialization, and shifting sales landscapes Why so many marketers are pulling back on their non-marketing activities — and what that means for agencies What agencies can do to elevate their sales process when face-to-face networking isn’t on the table The not-so-hidden benefits of being a specialization agency How agency relationships work differently in the virtual space — and how to adapt Why it is crucial for agencies to alternate their content and sales platforms How to build strong client relationships long before the initial pitch

For an industry that is heavily dependent on effective sales practices, many agency owners are intimidated by the “s” word. It conjures horrible imagery of vacuum salesmen trying to trick people into making purchases they don’t actually want or need. Hiring sales teams might seem like the right step but the results are often disappointing and it’s difficult to pinpoint exactly why. This can turn one of the most important aspects of building a successful agency into the most strenuous aspect. Kevin Snow is dedicated to helping businesses and business owners think through their approach to selling, while also helping them get more comfortable with the process. He believes strongly that shifting from a sales pitch to a simple conversation is key to making the outcome more pleasant and effective on both sides of the table. In this episode of Build a Better Agency, Kevin and I demystify what it means to have a successful sales model. We look at ways to approach sales comfortably, regardless of your personality type. We unravel what it means to have sales automation that doesn’t feel phony or contrived, and we ultimately hope to help business owners reimagine this “necessary evil” as an enjoyable conversation with an outcome. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The best small business sales model Sale tactics for introverts Making the most of sales automation The important shift in how to approach sales

Business development is a complicated and challenging aspect of agency life for many owners. The same rules that applied when the agency was new no longer apply once it starts to settle into its identity. But what is that identity, and how can it best be leveraged for business growth? And what if you want to shift that identity to better define how you want to be seen and known?   After five episodes talking about the various pieces of the Biz Dev puzzle, this final episode in the mini-series pulls it all together into an action plan. It’s not enough to want to do better; you have to do the work, identify the goals and put an accountability process into place. Here, we’re going to explore specific, tangible steps for making Biz Dev at your agency a success. For example — you might be considering hiring someone to manage your business development. We’ll look at the reality of that route. We’ll also do a short recap of the topics covered in this series, and then we’ll dive into a game plan that starts with dividing the sales funnel into four sections, each with its specific approach. And by the end of the discussion, you’ll be ready to take your biz dev plan to the next level. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: Thoughts on hiring new business development managers Recapping Episodes 1-5 of this biz dev series Steps of a Biz Dev System Identify sweet spot prospects The need for accountability A sales funnel exercise

Agency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whisper it; you have to shout it from the mountaintops.   Agency life has evolved dramatically since the era portrayed in shows like Mad Men. We used to be the keepers of the “secret sauce” for making the magic happen, and now we’re the keepers of the secret knowledge for using that magic to its greatest potential. Agencies used to be expected to be generalists, but now clients and prospects are looking for specialists with a depth of strategic expertise. And part of that specialty is having a clear point of view. But you can’t just whisper it; you have to shout it from the mountaintops. This episode continues a short series dedicated to improving your agency’s biz dev efforts. We’ve discussed the importance of finding a niche several times on this podcast. But here — our focus will be to go a step further. We’ll look at the importance of claiming and declaring your agency’s point of view — and how to do it. There are questions you can ask of your agency to finetune your POV. There are ways your agency can be findable without needing to continuously create and churn out original content for each different platform. And you might think you need to speak to a large audience but focusing smaller is actually easier and faster to monetize. Putting the ideas spelled out in this conversation into action will help set your agency on a course toward success. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The timeline of how agency life has changed The importance of declaring your point of view Questions to help you define your agency’s point of view The cornerstone & cobblestone content concept Why it’s easier to monetize a narrower audience

Agency business development has to consider many things when setting goals. There is new business to be found, existing business to expand, and lost business to make up for. It can be difficult to juggle all of this information as the agency owner, but it can be challenging for an agency’s AEs who aren’t clear on how to best leverage their position. Today’s episode continues the series dedicated to improving your biz dev efforts. The first three episodes were focused on you as the business owner, but here in Part 4, we shift the focus to your AEs and helping them grow their book of business and your agency’s bottom line. There are many ways AEs can be better equipped, and it starts with giving them a stronger toolbox. Their outside perspective is a huge asset that is often overlooked, but they first need to understand “agency math” and exactly what you need from them. Their book of business is key to your agency’s success, and only by clarifying, training, and mentoring can they make the most of it. When they are given the tools and the space to make informed decisions, you set them–and your agency–up for success. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: What agency owners get wrong with their new business goal numbers How to plan for attrition Understanding “agency math” Tips for helping AEs grow their book of business How to utilize your AEs outside perspective The agency owner’s role in helping AEs grow business

Agencies often pose important questions to our clients in order to help steer them into good decision-making. We talk to them about the need to be findable, to understand the customer’s buying journey, to be helpful to clients instead of selling to them, and being aware of how far prospects are into the buying decision by the time the client is actually aware the prospect exists. We are great at teaching this to our clients, but many agencies aren’t so great at taking their own advice.   Today’s episode is continuing our deep dive into agency biz dev with Part 3 of our series. Building up the previous discussions surrounding niching and the different stages of business development during its lifetime, Drew looks at the 6 kisses of death that undermine biz dev for many agencies and how to avoid them. The conversation explores how successful biz dev often flies in the face of our comfort level. We have to make bold decisions and proclamations in order to own our authority and stand out in a crowded marketplace. If you can learn to be not only aware of but vigilant in avoiding these common mistakes, you set your agency up for tremendous success. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: 4 questions we teach our clients that we need to ask ourselves How consistency in the right biz dev areas rewards your agency. How to stop looking and sounding like everyone else. Why generic content hurts you. What it takes to do more than whisper your niche. Miscalculating the number of new clients needed to grow your agency. How passivity creates problems for your agency.

During the lifetime of an agency, how that agency/agency owner approaches business development evolves. In the beginning, an agency’s first clients are people the agency owner knows personally. From there, as the agency matures and grows, it morphs into working with people who have been referred to the agency by happy clients. Many agencies never evolve past this level of business development. It can be challenging to see options for the continuum of business development beyond the normal routine.   Today’s episode is continuing our deep dive into agency biz dev. Building up the previous discussion about the importance of finding a niche, Drew looks at the 5 stages that create the continuum of business development and explains why 85% of agencies never reach the most effective and sophisticated of levels. You get to decide where on the continuum your agency lands. But to make an informed decision, you have to know your options. A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here. What You Will Learn in This Episode: The five stages on the continuum of business development Why offering deals never serves in the long run The need to be interesting instead of interested Statistics related to how prospects find their agency The ideal structure for an agency

Drew McLellan, an expert in agency biz dev strategies, discusses the importance of defining a niche, how selling has evolved into helping, and why many agencies approach biz dev backwards. He emphasizes the need to narrow down and select a niche, highlighting the advantages and criteria for finding one. McLellan also explores successful agencies that have specialized in specific industries, showcasing the importance of expertise and relevance in today's market.