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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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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
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