Data as a monetizable service for agencies

Welcome to another dynamic episode of Build a Better Agency! This week, host Drew McLellan welcomes longtime industry innovator John Hall to unpack the growth trends that will shape agencies in 2026 and beyond. Drawing from years of agency leadership, investment experience, and countless conversations with top entrepreneurs, John brings a bold perspective on where agency leaders should aim their focus if they want to stay ahead in a rapidly evolving marketplace.

Together, Drew and John tackle the hot topic of generative AI, demystifying its impact on agency visibility, lead generation, and the fundamental ways agencies can leverage automation for both their own business and their clients. John shares eye-opening examples, including what agencies can do right now to secure high-converting leads and why specificity is key to standing out in tools like ChatGPT and Gemini.

But the conversation doesn't stop at AI. Drew and John highlight why innovation must extend beyond technology, sharing stories of niche breakthroughs and encouraging agency leaders to look for opportunities in unexpected, even analog, places. They also explore the rising power of industry communities—how authentic relationships and collaborative networks not only drive business success, but also support your mental health in turbulent times.

Rounding out the episode, John details the rising value of niche expertise, financing innovations, and first-party data, showing how these trends intersect to give agencies of all sizes a serious advantage. Whether you're chasing new revenue streams, looking to future-proof your agency, or simply seeking the inspiration needed to embrace change, you'll walk away with actionable strategies and renewed excitement for what's ahead.

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.

• Leveraging generative AI and automation for agency visibility and high-quality lead generation
• The critical importance of niche specialization for sustained growth and higher conversions
• Balancing innovation in AI with opportunities in non-digital and analog solutions
• The rising value of intentional collaboration and building strong agency communities
• Harnessing data and new technologies to provide clients with unrivaled insights and opportunities
• Adapting agency structures and offerings to stay ahead of industry disruption
• Prioritizing proactive relationship building for business growth and mental well-being