Build a Better Agency Podcast

Latest Episodes:

553 Building AI Automations to Streamline Your Agency Operations with Kaitlyn Study May 10, 2026

Show notes

Welcome to another insightful episode of Build a Better Agency! Host Drew McLellan is joined by agency owner and automation enthusiast Caitlin Studdy for a deep dive into the world of AI-driven automations—an essential, but often underutilized, tool for agencies looking to boost efficiency, profitability, and team satisfaction.

In this episode, Caitlin Studdy recounts her journey from agency founder to automation "nerd," sharing how necessity and a passion for problem-solving led her to streamline countless repetitive tasks using tools like Zapier, ChatGPT, and more. Whether she's automating social posts, onboarding clients, or implementing AI-powered hiring bots, Caitlin Studdy reveals how each automation not only saves time, but also reclaims valuable brain space for higher-level creative and strategic work.

The conversation is packed with actionable insights—from identifying automation opportunities in everyday agency operations to building simple "grilled cheese" workflows that anyone can try. Drew McLellan and Caitlin Studdy also explore the evolving landscape of AI technology, discussing how new capabilities are opening doors previously closed to small and mid-sized agencies.

If you're ready to tackle inefficiency head-on, empower your team to work smarter (not harder), and get inspired by real-world examples of automation in action, this episode is a must-listen. By the end, you'll view your agency's processes with a fresh perspective—and be eager to experiment with automations that can transform your business for good.

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

How to identify which repetitive tasks in your agency are prime candidates for automation
The step-by-step process for building your first agency automations using beginner-friendly tools like Zapier
Why starting with simple two-step automations leads to better long-term success than complex workflows
How AI integration has expanded automation possibilities beyond basic task scheduling to intelligent decision-making
The communication strategies needed to get team buy-in when implementing automated systems
Which types of agency tasks should remain human-driven versus automated for optimal results
How to build automated hiring systems that score candidates and send follow-up questionnaires
The surprising ways agency automations improve client service and reduce dropped balls
Real examples from 500+ automations including client meeting prep, social media management, and billing workflows

552 Virtual Event Monetization and Lead Generation with Kevin Sanderson May 03, 2026

Show notes

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan sits down with virtual event expert Kevin Sanderson to unravel the secrets behind leveraging online summits to grow your agency—and your client's business. With over 30 virtual summits under his belt, Kevin Sanderson brings his firsthand knowledge of creating, marketing, and monetizing virtual events, making this episode a must-listen for agency owners seeking innovative ways to expand their reach.

Kevin Sanderson walks listeners through the different types of online events, from single-presenter webinars and dynamic panels to robust, multi-day virtual summits. He reveals how bringing together subject matter experts not only delivers value-packed content for attendees, but also allows hosts to tap into new audiences by leveraging each speaker's network. Along the way, Drew McLellan and Kevin Sanderson dig into practical event logistics, the importance of aligning with the right speakers, and strategies for ensuring that your virtual events rise above the saturated online landscape.

The conversation doesn't stop at planning. Kevin Sanderson shares actionable insights about various revenue models, from free registration with VIP upgrades to boosting value through digital bonuses, and the critical role of post-event nurturing in building long-term relationships and clients. You'll also hear guidance on pricing these services for your agency or clients, plus essential lessons learned so you can sidestep the common pitfalls of virtual event planning.

If you're looking for creative ways to build authority, grow a targeted list, or even add new service offerings for your agency clients, this episode is packed with real-world tactics and inspiration. By the end, you'll be ready to rethink how virtual events can become a high-impact tool in your agency's growth arsenal.

What You Will Learn

How to structure virtual summits with 15-20 speakers for maximum impact and manageable coordination
Why email promotion from speakers dramatically outperforms social media for driving event registrations
The revenue model that combines free registration with strategic upsells to VIP access passes
How charging even a nominal fee ($5-$10) increases attendee engagement by 2.5-3x compared to free events
The follow-up system that generated $99,000 in monthly recurring revenue through strategic webinar funnels
Why virtual summits open more collaboration doors than traditional networking approaches
How to leverage speaker partnerships to access audiences you couldn't reach through paid advertising
The key criteria for selecting speakers who will both deliver value and actively promote your event
How agencies can package virtual summit services for clients in specific industries or niches

551 Scaling Agency Operations with Yoni Kozminski Apr 26, 2026

Show notes

Welcome to a new episode of Build a Better Agency! This week, Drew McLellan invites Yoni Kozminski, CEO and co-founder of Escala, for a candid and transparent discussion that takes you behind the scenes of agency operations, scalability, and owner independence. Drew opens up about AMI's own journey towards better systems and processes, and together, they explore what it really takes to future-proof an agency so it can thrive through to 2030 and beyond.

In this episode, you'll hear Yoni Kozminski break down why most agency owners unintentionally become the biggest bottleneck in their own business. He shares his perspective as a "recovering agency guy" and reveals Escala's proven framework for assessing agency maturity and organizational health. Drew and Yoni walk listeners through the critical stages Escala uses to help agencies transform: assessment, design, and implementation, all aimed at making your agency less dependent on you—and more profitable.

The pair dig deep into the practical realities of creating lasting change, from tackling tribal knowledge and heroics to putting real systems in place that reduce owner burnout. They'll discuss concrete strategies for documenting processes, measuring owner involvement, and empowering team members at every level. Plus, Drew shares firsthand what it's like to face a "ruthless assessment" of your agency's internal operations—and how that clarity is a gamechanger for growth. If you're ready to move past hustle and improvisation toward an agency that runs smoothly without you, this episode is your roadmap. Don't miss the honest conversation and actionable takeaways, along with special resources designed to help you start your own agency self-diagnosis. Dive in and start building a business that lets you make a bigger impact—without being trapped in the day-to-day.

What You Will Learn

How to assess your agency's true dependence on you using the 1-5 maturity scale
Why the Build-Manage-Execute index reveals where owners get stuck in the wrong activities
The top-down methodology for creating systems that actually scale your operations
How to identify and eliminate tribal knowledge that creates operational bottlenecks
Why validation sessions with cross-functional teams reveal hidden process breakdowns
The framework for transitioning from heroic execution to strategic visioning
How to build offshore capabilities that multiply your onshore team's effectiveness
Why agencies must shift from owner-centric to metrics-driven decision making
The assessment process that reveals exactly where your scaling gaps exist

Ep 550 Five Opportunities for Agency Evolution with Drew McLellan Apr 19, 2026

Show notes

Welcome to another energizing solo episode of Build a Better Agency! This week, host Drew McLellan draws on his 25+ years of agency experience to deliver both a rallying cry and a clear-eyed reality check for independent agency owners: the chaos swirling around AI, consolidation, and economic uncertainty isn't the threat it appears to be — it's an invitation. For owners who are willing to evolve, this may be the best decade in history to run an independent agency.

Diving deep into the macro forces reshaping the industry, Drew McLellan unpacks the five trends that every agency owner needs to understand right now — from the collapse of institutional trust landing squarely in your lap, to the cracks forming inside the big holding company networks, to the seismic shift in how clients find and hire agencies. He shares data from AMI's own 2026 Agency Edge Research alongside findings from the Edelman Trust Barometer, painting a compelling picture of why independent, niche, founder-led boutiques are uniquely positioned to thrive while the giants stumble.

Beyond the trends, Drew maps out five concrete opportunities your agency can pursue in the next three to ten years — from repositioning as a strategic advisor rather than a vendor, to monetizing AI the right way, to riding the in-house reversal as brands unwind internal teams they can no longer sustain. You'll hear real data on what's happening to AGI per FTE, why generalist agencies are losing ground, and what the consulting world can teach us about where agency revenue is headed next.

If you're tired of feeling anxious about the future and ready to see the opportunity hiding inside the uncertainty, this episode is essential listening. Whether or not you make it to the Build a Better Agency Summit in May, Drew McLellan's guidance will challenge you to stop waiting for the dust to settle — and start building the agency you actually want to own.

What You Will Learn in This Episode:

Why this is the best decade to own an independent agency for those willing to evolve their business model
How consolidation among holding companies creates lucrative opportunities in the neglected middle market segment
Five major opportunities that will define successful agencies over the next decade
Why AI adoption gives small shops the sophistication level that previously required holding company resources
How to transform from vendor relationships into strategic advisor partnerships that command premium pricing
The specialization imperative that delivers 10-20% higher margins than generalist agencies
Why your agency is positioned as the most trusted entity in the new economy
How to monetize AI properly by focusing on outcomes rather than tool usage
The workforce evolution requiring fewer FTEs but more strategic value creation

Episode 549 What the AI Impact 2026 Research Reveals with Emily Thompson Apr 12, 2026

Show notes

Welcome to another episode of Build a Better Agency! Host Drew McLellan sits down with Emily Thompson, marketing manager at CoSchedule, to unpack the just-released AI Impact 2026 research study. With 900 respondents spanning every industry, company size, and marketing level, this is one of the most comprehensive looks at how marketers are actually using AI today and what they plan to prioritize in the year ahead.

Despite reporting declining ROI across every major channel in 2025, a striking 79% of marketers say AI positively impacted their performance, and yet only 3% consider themselves AI experts. Emily and Drew dig into what that gap means for agencies, why owned channels like organic search and email are taking the biggest hits, and why the oversaturation of AI-generated AI research content is actually one of the strongest arguments for what agencies do best. The data is full of contradictions that agencies are uniquely positioned to help clients untangle.

From the surprising stat that 53% of marketers now use AI tools (not Google) as their primary source of information discovery, to the finding that AI research shows humans still own strategy, this episode is a masterclass in reading the room on behalf of your clients. If you want to know where the real agency opportunity lives in 2026, this conversation is where to start.

What You Will Learn

Why 79% of marketers feel positively about AI even as ROI declines across every channel
What the AI research data reveals about how marketers are actually using AI in 2026 vs. 2025
Why only 3% of marketers consider themselves AI experts and what that means for agency opportunity
Which channels are declining most and why owned media is taking the biggest hit
Why lead generation is the top 2026 priority and why marketers channel choices do not yet match that goal
How 53% of marketers now rely on AI tools over Google for information discovery
Why differentiation (not AI adoption alone) will determine agency success in a saturated market
What it means to be your clients AI Sherpa and how to position that as a core offering

Episode 548 The Top Growth Drivers Agencies Need to Focus On with John Hall Apr 05, 2026

Show notes

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.

What You Will Learn

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

Episode 547 Strategies for Winning More Business with Mercer Island Group Mar 29, 2026

Show notes

Welcome to the latest episode of Build a Better Agency! Host Drew McLellan is joined by the powerhouse team of Robin Boehler and Stephen Boehler from Mercer Island Group for an eye-opening discussion about their new book, "It's Not About You: Winning New Business in a Crowded Agency World." With decades spent guiding both agencies and clients through the agency selection process, Robin and Stephen bring unique insider perspectives to today's conversation—perspectives that just might change the way you approach your next pitch.

Together, they unpack the central theme of their book: if you want to win more business, you need to shift the focus away from your agency and make everything—from your website to your presentations—about your client. Robin Boehler and Stephen Boehler share actionable strategies to help agency leaders stop making unforced errors and instead become meaningfully distinctive in the eyes of prospects. You'll hear about the importance of client-centric positioning, the dangers of blending into the "sea of sameness," and the necessity of moving beyond generic self-promotion to create memorable, prospect-friendly experiences.

This episode also addresses the realities of today's competitive agency landscape, including evolving pitch dynamics, trends in client searches (hint: AI is changing how clients find agencies), and why strategic selectivity matters more than ever. Drew McLellan and his guests discuss practical steps for identifying your ideal client, structuring intentional engagement models, and preparing your team to walk the talk during high-stakes presentations. You'll also get advice on sequencing improvements and leveraging the book as a hands-on field guide—whether you're tackling a website overhaul or prepping for your next big RFI.

Don't miss this episode if you're an agency leader looking to stand out with purpose, win the business that's right for your team, and build lasting client relationships. By the end, you'll have a clear roadmap for transforming your agency's pitch process, internal culture, and outward brand—and a fresh sense of optimism about thriving in the years ahead.

What You Will Learn

Shifting from agency-centric to client-centric thinking
Standing out in a crowded agency market through distinctiveness
Making intentional decisions about client fit and engagement models
Avoiding unforced errors in new business pursuits
Preparing agency teams to authentically present and connect with clients
Embracing strategy and human insight in an AI-driven landscape
Building lasting client relationships through deliberate and thoughtful approaches

Episode 546 Navigating the New World of Agency Talent Acquisition with Kathryn Duncan Mar 22, 2026

Show notes

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by talent acquisition expert Kat Duncan for a deep dive into the ever-evolving art and science of hiring in today's agency world. If attracting and retaining top talent has ever felt daunting, you're in the right place—Kat Duncan brings over two decades of recruiting experience and actionable advice for agency leaders looking to build standout teams.

Together, Drew McLellan and Kat Duncan explore the common hiring pitfalls many agency owners face, from relying solely on resumes and "been there, done that" experience to underestimating the real costs of a bad hire. Kat Duncan sheds light on the critical distinctions between HR and talent acquisition, explains why every hire is a sales pitch (on both sides!), and shares insights into what makes recruitment so complex—and rewarding—for creative businesses.

You'll hear practical strategies for systemizing your hiring process, establishing efficient feedback loops, and fostering a candidate experience that enhances your agency's reputation, not damages it. The pair also address emotional blind spots in the process: What happens when candidates feel ghosted? How do you protect your agency's brand during interviews? And why should you look for a "culture add" instead of just a culture fit?

Don't miss this candid discussion if you're hiring now—or know you will be soon. By the end, you'll know how to avoid common mistakes, shorten your hiring timeline, and create an interview experience that attracts the very best talent. With Kat Duncan's tips and Drew McLellan's signature practical approach, you'll be ready to transform your next hire from a roll of the dice to a strategic win for your agency.

Why recruiting is more than just HR: understanding the critical distinction for agencies
The dangers of a disorganized hiring process and the impact of poor candidate communication
Why agencies should prioritize proactive, systematic feedback during recruitment
The value of hiring for potential and culture add—not just resume or industry background
Building a consistent, respectful, and efficient interview system for long-term reputation
Why a great hire is about mutual enthusiasm—not just technical skill matches
The increasing importance of every team member as agencies run leaner, smarter, and more efficiently

Episode 545 Future-Proof Your Agency's Growth Strategies with Drew McLellan Mar 13, 2026

Show notes

Welcome to another insightful solo episode of Build a Better Agency! This week, host Drew McLellan draws on his 25+ years of agency experience to tackle a game-changing reality for agency owners: the ways buyers find, vet, and select agencies have shifted—and your approach needs to shift too. Based on the latest industry research and buyer behavior data, this episode serves as both a wake-up call and a practical roadmap, ensuring your agency is "future-proofed" for today's—and tomorrow's—client expectations.

Diving deep into what really happens before an RFP hits your inbox, Drew McLellan reveals that the majority of buying decisions are made before agencies ever take the stage for a pitch. He shares eye-opening statistics—like Forrester's finding that 92% of B2B buyers have a preferred vendor before the pitch even starts—and illustrates why visibility, authority, and trust are now your most important assets. Listeners will discover why authority-building and relationship nurturing trump old-school charm, and why consistent, outcome-focused content is now essential for remaining discoverable in both human and algorithm-driven searches.

Beyond theory, Drew McLellan provides a series of targeted, actionable "homework assignments" you can start right away, from the "5-minute stranger test" to case study revamps and trust broker mapping. You'll learn how to make your agency's value instantly obvious and compelling across every digital touchpoint—website, LinkedIn, third-party mentions—while cultivating the patterns of social proof and authority that today's buyers demand. Drew also explains how algorithms and AI tools are shaping client shortlists, and why crafting machine-readable, buyer-friendly positioning is now non-negotiable.

If you're ready to break old sales habits, update your growth strategies, and implement repeatable steps to increase your agency's desirability, this episode is a can't-miss. Whether or not you attend the Build a Better Agency Summit, Drew McLellan's guidance will challenge you to rethink your approach and take meaningful action toward winning the clients of the future.

What You Will Learn in This Episode:

How today's agency buyers make decisions long before the pitch
The growing impact of authority, visibility, and trust in landing new clients
Future-proofing your agency for AI-driven and algorithm-shaped discovery
The four pillars every agency must communicate: clarity, evidence, social proof, and humanity
Why building consistent, outcome-focused case studies is non-negotiable
The importance of nurturing trust brokers and relationships across your industry
Actionable homework to ensure your agency is findable and desirable to the future buyer

Episode 544 Mastering AI Automation For Your Agency with Julian Goldie Mar 08, 2026

Show notes

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan dives into the rapidly evolving landscape of AI and its game-changing implications for agency owners. Joining him is Julian Goldie, an innovative SEO agency owner and AI authority who has reimagined his business by harnessing the power of automation. Together, they demystify AI's practical applications, offering grounded advice for agencies eager not to fall behind in the age of automation.

In this insightful conversation, Julian Goldie recounts how the emergence of tools like ChatGPT prompted him to reinvent his agency from the inside out. He shares real-world examples of leveraging AI for operational efficiency—including automating repetitive outreach tasks, cutting costs, and scaling revenue without increasing headcount. You'll hear how identifying high-impact areas for automation can transform daily workflows and free up your team to focus on the strategies that matter most.

Drew McLellan and Julian Goldie discuss the overwhelming variety of AI tools on the market and outline how to strategically narrow down your agency's tech stack. You'll get tangible tips for evaluating and adopting automations, maintaining quality control, and sidestepping common pitfalls many organizations face when deploying AI. Plus, Julian reveals his "three-tool AI stack" essential for any modern agency, and shares strategies for using AI not just to save time, but to generate new revenue streams and position yourself as an industry thought leader.

Whether you're just beginning to experiment with AI or are looking to deepen your automation game, this episode is packed with actionable insights. By the end, you'll have concrete steps for auditing your workflow, selecting the right tools, and leading your clients confidently into the future of AI-powered marketing. Don't miss this practical roadmap to building a smarter, more scalable, and future-ready agency.

What You Will Learn in This Episode:

- Leveraging AI to automate high-impact agency tasks
- Building value through workflow automation, not just content creation
- Simplifying your AI tech stack for profit and efficiency
- The critical role of quality control with AI-powered outputs
- Using AI-driven communities and content for client acquisition
- Mindful adoption: focusing on one key automation at a time
- Positioning your agency as a thought leader by documenting and sharing your AI journey

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