Build a Better Agency Podcast

How does your agency show up in the world? As agency owners, we have a responsibility to know what's going on — with our business, our employees, and our clients. There's a lot going on in the world, and understanding how these things affect the worldviews of others in our space is the first step in deepening our agency relationships, elevating our business, and making sure we go beyond the "one-word" values our industry seems to be riddled with. In this episode of Build a Better Agency, Karley Cunningham of Big Bold Brand joins me to talk about ways agencies can actually implement their mission, vision, and values into their processes in order to leverage them as strategic branding tools. She also offers expert insights into identifying the worldviews of the audiences who matter most to you, knowing when to take a stance on the important issues, and what to do when your worldviews no longer align with those of your clients. Brand Strategist and Business Growth Accelerator Karley Cunningham takes businesses from overcrowded, competitive spaces out into blue ocean territory where they can confidently stand out and thrive as brand leaders in their sector. Having built three successful businesses, Karley knows what it takes to start, develop and lead a company that delivers results. Her entrepreneurial success story is featured in the awarded book: The Widest Net by Pamela Slim. In addition, she's a sought-after mentor and speaker for national and international business organizations and the host of The Made Possible Podcast. Believing deeply in the practice of givers gain, she is well-known and networked and rarely goes a day without making a referral or connection. As a former pro athlete, Karley is performance-driven. An avid mountain athlete, she is a two-time finisher of the BC Bike Race, a seven-day, 325 km mountain bike stage race, and is always looking out for her next trail running adventure. When not focusing on the business or expanding her network, she can be found somewhere in the mountains of the Pacific Northwest with her wife and dog in their 4×4. 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 to proactively influence the way your agency shows up in the world Why it's important to understand our client's worldviews, how they align with our own, and what that means for our business Ways to implement your mission, vision, and values as strategic branding tools How to accelerate your business, improve employee retention, and deepen client relationships by taking your mission, vision, and values "off of the page" When it's important to take a stance on important issues, and how to start those conversions with clients What your consumers want to know about where you stand How to identify and align the worldviews of the audiences who matter most to you

Drew McLellan, agency owner and guest speaker, talks about the right time to sell agency services for prospects, existing clients, and former clients. He discusses how agency owners can accelerate the sales process, provide value to prospects, and use their positions of authority to crush their business development goals. The podcast also highlights the importance of running a profitable agency, upcoming conference highlights, building trust with prospects, strategies for accelerating the sales process, and sustaining agency growth through new opportunities.

Running an agency in a post-COVID world means growing more and more comfortable operating in a virtual environment. This collective shift in our industry has been happening for a while, but after navigating a global pandemic, agency owners have had to pivot more rapidly than in the past. As a result, agency owners are left wondering how they can genuinely connect with their prospects and invest in those relationships when the human aspect of interaction has shifted to a digital one. In this episode of Build a Better Agency, I talk with encore guest, Tom Martin. Tom is the Founder and CEO of Converse Digital, and he knows a thing or two about the collective shift into the digital world – a shift that isn't going to reverse anytime soon. Tom and I discuss how sales strategies, pitches, and the dynamics of client interactions have been influenced by this digital shift. You'll probably be just as relieved as I was to hear Tom share why that shift, while uncomfortable for many of us, is actually a GOOD thing for agencies. We also delve into the importance of strategically creating your prospect lists and how you and your pitch teams can use social media, the internet, and other digital environments our clients rely on to your agency's advantage. Tom gives expert advice on successfully attracting, building, and effectively selling agency relationships in a virtual world. 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 sales, prospecting, and effective agency relationships look like in a post-COVID world How Tom went from being "unemployable" to owning his own agency Why Tom emphasizes the importance of strategically attracting your prospects What it means for your pitch teams to "do their homework" — and why it's usually the key to winning a sale How sales strategies and client relationships have adapted to an increasingly digital environment Why Tom believes that your prospects list is ultimately worthless if it's impersonal How investing the time in getting to know your prospects will place you leaps and bounds over your competitors What it means to be a "conversation catalyst," and how you and your pitch teams can use what Tom calls "social reconnaissance" to offer more value to your prospects Why the industry-wide shift to virtual sales and virtual relationships is actually a GOOD thing for agencies

Time sheets. Taxes. Annual reviews. There are some things we don't love as agency owners and leaders. Cybersecurity and compliance are absolutely on that list. But much like taxes, it's a necessary evil today. The risks are too great, and the reality is – our clients are going to demand it. We're far better off to get out ahead of it before we're asked. Even my guest, Nathan Maxwell, refers to cybersecurity and compliance as "necessary evils." But, as the CEO of CCITeam, Nathan also knows better than anyone that in a world filled with data breaches, security risks, and unpredictable online attacks, avoidance simply isn't an option. Nathan isn't one to sugarcoat the daunting realities of implementing solid defenses, navigating cyber insurance options, or tending to the growing list of compliance concerns we're all getting from our clients. But during our conversation, he reminds us that those processes, while painstaking at times, are never insurmountable. In fact, when we take the time to do these things the right way, our efforts won't just make our companies safer — they'll make them better. Founded in 1995, CCITeam (formerly Communication Concepts, Inc.) is a full-service cyber security, compliance, and IT firm, headquartered in the US heartland. President and CEO, Nathan Maxwell saw an important unmet need for a quality IT and cyber security provider that treated their clients more like family, rather than just a 'number'. With over twenty years of experience in enterprise-level corporations, Nathan founded CCITeam with four core principles; care, ownership, sharing knowledge, and loyalty. Each of these principles is what makes CCI one of the most trusted managed IT and security providers in the region. 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 effective cybersecurity looks like for agency operations — and why you should care The risks every business should be aware of (yes, small agencies too) How cybersecurity and compliance are the same, and also very different Why your policies need to match your practices and how to make sure they do How your employees can either strengthen your cyber defense…or be its greatest weakness What to do to protect your business from big risks — including the ones lurking in your inbox When to start shopping for cyber insurance and how to know how much you need The ROI for agencies who "do all of this right"

As agency owners, we tend to view sales as a necessary evil. Even when we love what we do, believe in how we do it, and have proof that we do it well, having to put on our "sales hats" can still feel, well, gross. But…maybe we're going about getting those sales in the wrong way. Nobody likes sales…except for David Priemer. David loves sales. In fact, he loves sales so much that he opted to leave his non-sales background to deconstruct the traditional sales approach and develop his own methodology based on consumer science, research, and psychology. David has built a wildly successful career around his methodology: Cerebral Selling. And lucky for us, he uses it to help other business owners revamp and rethink their sales process to make it more efficient, effective, and most importantly, more human. I'm so excited to share our conversation with you so that you can start loving sales too — even if you hate selling. As the Founder and Chief Sales Scientist of Cerebral Selling, David's unique science and empathy-based approaches to driving revenue and talent growth have been published in the Harvard Business Review as well as Forbes, Entrepreneur, and Inc. magazines. Often referred to as the "Sales Professor," David is also the author of the Bestselling book, Sell The Way You Buy, and an Adjunct Lecturer at the Smith School of Business at Queen's University and the London Business School. 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 to sell your business even if you absolutely hate sales What it means to "sell the way you buy" The biggest mistakes agency owners make when trying to sell their business How giving people the opportunity to say "no" can win you more "yesses" Why your CTAs might be scaring your customers away — and how to fix them The one thing that customers buy 100% of the time (yes, 100%) Why your sales pitches should be focused on problems, not solutions How taking the pressure to sell off of yourself will take the pressure off of your customers too — and why that's a good thing for both of you

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