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Build a Better Agency Podcast

Scale and grow your agency with better clients, invested employees, and a stronger bottom line, with Drew McLellan of Agency Management Institute.
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Build a Better Agency Podcast
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Now displaying: February, 2022
Feb 28, 2022

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.

Agency Relationships

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
Feb 21, 2022

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.

Sales Strategy

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
Feb 14, 2022

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.

Biz Dev Ideas Into Action

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
Feb 7, 2022

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.

Agency POV

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
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