The Innovative Agency

Are you helping your clients achieve revenue growth? In this episode of the Innovative Agency podcast, we are joined by the Founder of The Pedowitz Group, Jeff Pedowitz. Since 2007, Jeff and his team have helped over 1,400 companies engage customers, go digital, and grow revenue. During our conversation, he shares his unique model and insights for creating a better customer experience. What you will learn in this episode: How the customer journey has changed in recent years What is the loop model, and how can it be used to engage customers How does the funnel differ from the loop model, and why the funnel may not account for multiple buying stages Why marketers should prioritize storytelling and the customer experience What questions agencies should ask their clients that are often missed How can agencies conduct valuable customer research for themselves and clients How buying patterns have changed in the B2B industry, and how it impacts digital marketing What agency owners should do if they want to reconsider revenue growth Bio Jeff Pedowitz grew up working in the restaurant business and learned firsthand the value of good operations. He used to curse at the owners of the Greek diner for making him scrape out ketchup bottles, but it taught him the value of a dollar – and not to waste it. When his parents bought him a Commodore 64, he taught himself how to program and began a life-long love affair with software and technology. Jeff's parents were teachers who later transitioned into sales for World Book/Childcraft. They took him to their trade shows and corporate events, and he listened to Zig Zigler and Dennis Waitley in the car on the family's 8-track cassette. All those years, growing up in and around businesses instilled a passion for business. Now, every day he gets to live his passion, traveling the world to teach companies how to build better marketing organizations and drive repeatable, predictable, and scalable revenue. Jeff started The Pedowitz Group in 2007 and has been blessed with an amazing team that he calls family. Together, they have helped over 1,400 companies engage customers, go digital, and grow revenue. Resources: Website: pedowitzgroup.com Revenue Marketing Basics - https://rmu.pedowitzgroup.com/p/revenue-marketing-basics LinkedIn: linkedin.com/in/jeffpedowitz Twitter: https://twitter.com/JeffPedowitz

How can you continue to grow your agency after the pandemic? In this episode of the Innovative Agency podcast, we are joined by Tim Kilroy. He has helped over 100 agencies drive dramatic growth results — like growing 8x in a year, or by 3x in 90 days. During our conversation, Tim discusses the challenges that agency owners are facing today and strategies for growth in all stages. What you will learn in this episode: Why growing and starting an agency was easier during the pandemic and how things have recently changed Why Tim believes that return on ad spend (ROAS) is a ridiculous metric What are inexperienced marketers and agency owners missing, and what insights do they need to bring to the table How agency work has transitioned from more technical work to more marketing and strategy work What are the differences in the growth strategy for emerging agencies vs established agencies What is the concept of "return of understanding" and why it's important for emerging agencies to niche down Why bigger agencies should prioritize learning how to create engaging management structures Why agency leaders should plan for their own exit, even if they don't plan on selling Bio "I help digital agencies (and digital agency owners) generate more revenue, more profit & more happiness without working a million hours, being 'sales-y' or doing anything else gross," Tim says of his business strategy. Tim has worked with over 100 agencies to help them solve problems ranging from "How do I get my 1st client?" to "How do we maximize our exit value?" Tim also focuses on driving dramatic growth by collaborating with agency owners and management teams. He has helped his clients do amazing things – like grow 8x in a year, or by 3x in 90 days. In addition, Tim has helped agencies create account management structures, and coached them through various situations, such as a founder moving to another opportunity. Resources: Websites: The Kilroy Report Podcast: https://www.thekilroyreport.com/ Consulting Offers: https://timkilroy.com/agency-growth-consulting/ Facebook: https://www.facebook.com/agencygrowthcoach Twitter: https://twitter.com/timkilroy LinkedIn: https://www.linkedin.com/in/timkilroy/ https://www.linkedin.com/company/agencygrowthcoach Instagram: https://www.instagram.com/timkilroy_agencygrowth/

Have systems and processes been put on the backburner in your agency? In this episode of the Innovative Agency podcast, we are joined by entrepreneur and self-proclaimed process nerd, Gray MacKenzie. In only nine years he's helped more than 2,400 digital agencies build more productive and profitable agency teams. During our conversation, Gray shares the most common operational issues, and how to begin implementing a more efficient project management framework. What you will learn in this episode: The most commonly encountered agency operational issues Why agencies need systems to accurately determine profitability What internal agency metrics do clients frequently ask for, and why a client would typically ask for agency metrics How agencies can improve their project management framework Why it's more efficient to build your processes within your project management tool How systems and processes can impact agency ROI and internal retention Where agencies should begin with selecting and implementing a project management tool Bio Gray MacKenzie from ZenPilot is a bona fide process nerd who has gone under the hood with 2400+ digital agencies over the past 9 years in search of the best way to build and lead healthier, more productive, and more profitable agency teams. Resources: Website: https://www.zenpilot.com/ Facebook: https://www.facebook.com/ZenPilotHQ Twitter: https://twitter.com/sgraymackenzie LinkedIn: https://www.linkedin.com/in/graymackenzie How to Choose the Best Project Management Tool for Your Agency

Are you struggling to scale and sell in your agency? In this episode of the Innovative Agency podcast, we are joined by CEO, Founder, and Author, Daniel Englander. He helps marketing agencies and B2B service companies accelerate their business growth. During our conversation, Daniel discusses the struggles that agencies face in their business development, as well as the most important tactics for building relationships and accelerating growth. What you will learn in this episode: Why it's important to prioritize building trust with connections and targets The most significant missed opportunity for business development in agencies How to be more proactive with relationship mapping in your agency Why reengagement over longer periods of time is crucial for winning clients How thought leadership interacts with, and aids in, business development and sales Why outbound marketing is the best option if you have limited time How writing and publishing a book can help to sell your professional services easier How to integrate your book to accelerate business growth for your agency Bio Dan Englander is the CEO and Founder of Sales Schema, a fractional new business team for marketing agencies and B2B service companies, and he hosts The Digital Agency Growth Podcast. He's the author of Relationship Sales At Scale and Mastering Account. Resources: Dan's Book: https://www.amazon.com/dp/B09XRD71P3 Website: https://workwith.salesschema.com/rsas LinkedIn: https://www.linkedin.com/in/danenglander/ https://www.linkedin.com/company/sales-schema

Is your agency charging for more than just tangible deliverables? In this episode of the Innovative Agency podcast, we are joined by Brand Strategist and Business Growth Accelerator, Karley Cunningham. She 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. During our conversation, Karley discusses the challenges that come from selling services and the benefits of collaborating on strategy. What you will learn in this episode: Why agencies are hesitant to charge separately for strategy How being seen solely as a creative can limit your ability to be seen as a strategic thinker How to help clients see the value in the process instead of just the deliverables What are the five value points that you explain to clients during the sales process How to shift your mindset into being brave enough to propose strategy as a stand-alone service What is the difference between a consultation and a strategy session Why working in stages or phases is beneficial to both the client and agency How to transition from work-for-hire to fee-for-strategy in your agency Bio 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 4x4. Resources: Website: www.bigboldbrand.com Free Brand Audit & Guide: https://www.bigboldbrand.com/surefireaudit/ LinkedIn: https://www.linkedin.com/in/karleycunningham/

Are you hoping things will change in your agency? In this episode of the Innovative Agency podcast, guest Blake Mahon is the founder of media and creative powerhouse, Triarc. He helps leaders find dynamic solutions for rapid and sustainable growth. During our conversation, he shares how he developed core systems and client packages that allow his agency to continue on a path of rapid growth. What you will learn in this episode: Why it's important for the core of your systems and processes to be consistent throughout your agency When you should begin to include team members in new frameworks and systems How to build packages and products to meet individual client needs What are the advantages and disadvantages of working in yearly contracts Where to begin when pivoting and adapting to economic changes Why it's becoming more common for agencies to collaborate for the common good of a mutual client Bio Rapid and sustainable growth is Blake Mahon's true passion. Getting dynamic solutions into the hands of leaders is his calling. Empowering a team to do the above provides him with sustained gratification. As the founder of Triarc, a media & creative powerhouse, Blake has the unique privilege to indulge in all of the above. Triarc is a nimble and fast-paced startup that is set to disrupt the traditional agency model. Resources: Facebook: https://www.facebook.com/thinktriarc LinkedIn: https://www.linkedin.com/company/18260874/ Twitter: https://twitter.com/thinktriarc

Have you considered exiting your agency recently? In this episode of the Innovative Agency podcast, guest Drew McLellan has been in the advertising industry for over 30 years. Today, he advises hundreds of small to mid-sized agencies on how to grow their agency and their profitability. During our conversation, he shares the recent challenges agency owners have faced and how to prepare for a successful succession. What you will learn in this episode: What are some of the biggest challenges that agency leaders are currently facing Why agencies have lost some of their largest clients over the last year How offering strategy and insights help differentiate agencies from others How outside buyers are taking advantage of agency owners experiencing fatigue How to recognize the predictors and traits of internal employees that make good candidates for buying the agency How agency owners can prepare to exit their agency and make the transition easier Why agency owners should separate their IP from the agency during an exit Bio 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 their profitability through agency owner peer groups, consulting, coaching, workshops, and more. Resources: Email: drew@agencymanagementinstitute.com LinkedIn: https://www.linkedin.com/in/drewmclellan/ Facebook: https://www.facebook.com/agencymanagementinstitute https://www.facebook.com/McLellanMarketing Twitter: https://twitter.com/drewmclellan/

Are you prepared to take your agency to the next level? In this episode of the Innovative Agency podcast, guest Jason Swenk discusses scaling your agency from the first stage to 8 figures. Jason is a highly sought-after agency advisor and the host of the Smart Agency Masterclass podcast. During our conversation, he shares his expertise on acting as the true CEO of your agency, productizing solutions, and defining your niche. What you will learn in this episode: What is the biggest challenge for entrepreneurs in the first stage of growing an agency How narrowing your focus gives a greater opportunity to increase prices and efficiency Why client expectations and value of services should be accounted for in pricing How replicable processes and expertise are the keys to building an agency to exit How to transition from an agency owner to acting as a true CEO Why do many entrepreneurs often experience a sense of depression when transitioning to CEO How to productize solutions for clients in your agency, and why it's important to allocate a separate team and resources for your product Bio Jason has literally written the book for growing an agency from nothing to two 8 figure agencies. He is an in-demand advisor to agencies, helping them scale by showing them an 8 system framework that worked for growing his agency, working with brands like AT&T, Hitachi, and Lotus Cars, and eventually lead to selling his agency. Jason currently hosts the Smart Agency Master Class Podcast, the #1 Digital Marketing Agency Owner podcast for sharing the strategies and stories from real agency owners of what is working today in the agency world, and how they got to where they are now. Resources: Website: https://jasonswenk.com/ Podcast: http://smartagencymasterclass.com Facebook: http://www.facebook.com/jasonswenk Instagram: https://www.instagram.com/jswenk Linkedin: https://www.linkedin.com/in/jasonswenk Medium: https://medium.com/@jswenk/

How can research help generate more revenue for your agency? In this episode of the Innovative Agency podcast, guest Susan Baier discusses three unique ways to utilize research to increase your ROI. Susan is a Marketing Strategist & Researcher at Audience Audit. During our conversation, she shares her thoughts on the benefits of conducting research for your agency - not just your clients. What you will learn in this episode: How agencies can leverage research for revenue generation What are the benefits of conducting research for agencies rather than clients How thought leadership impacts the return on investment (ROI) for agencies What three things thought leaders need to do, and how does research aid these efforts Why research reduces the amount of outbound selling needed How to utilize research to identify your niche and attract ideal clients How to monetize your agency research, and create additional revenue opportunities Why agencies should collaborate with other agencies with the same audience Bio Susan Baier is an Audience and Marketing Strategist and Researcher of Audience Audit (www.audienceaudit.com). Susan is sought after by marketing agencies and their clients for her attitudinal segmentation research supporting thought leadership and marketing. Resources: Website: audienceaudit.com YouTube: https://www.youtube.com/channel/UCWGXg7e0se0MO4L8bKhCfiw Facebook: https://www.facebook.com/AudienceAudit LinkedIn: https://www.linkedin.com/company/audience-audit-inc

When you think of inventory for your firm, what comes to mind? Or maybe more importantly, what doesn't come to mind? The truth is that most agencies have a storehouse of intellectual firepower and aren't taking advantage of the options and opportunities to leverage their intellectual property. In this solocast episode, Sharon discusses the importance of thinking about and monetizing intellectual property, and how agency owners can use various methods to protect their IP. What you will learn in this episode: What options and opportunities do you have to leverage intellectual property What are four common scenarios that have IP consequences in agencies What is the gold standard for collecting your intellectual property How independent agreements and licenses allow you to leverage intellectual property How agencies monetize IP beyond the scope of client deliverables What steps can you take to find and protect your IP Bio Sharon Toerek is Principal of Toerek Law, where she focuses her law practice on helping professionals in the advertising, marketing, and creative industries monetize their intellectual capital, and manage the legal risks of their work. Sharon provides proactive, strategic counsel to marketing agencies on legal issues they face continually in their work, including agency-brand contracts, social media, content marketing legal compliance, and trademark and copyright protection. Sharon also created the Legal + Creative Agency Protection System, a subscription-based legal toolkit for marketing agencies. In 2018, Sharon launched The Innovative Agency, a podcast on innovation for marketing agency leaders. Resources: Website: legalandcreative.com LinkedIn: https://www.linkedin.com/in/sharontoerek/ Twitter: https://twitter.com/SharonToerek