Build a Better Agency Podcast

Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan sits down with Laura Lopuch, client and partner acquisition expert and creator of the WARM cold email methodology, to challenge everything you think you know about cold email outreach. If cold email is something you have written off as spammy, pushy, or simply ineffective, Lopuch has a fundamentally different approach that has already helped over 2,000 agency owners and solo service providers land high-value clients without feeling gross about it. In this episode, Laura walks through the four-part WARM framework, welcoming, addressing what's in it for the recipient, revealing yourself as the solution, and moving the conversation forward, showing exactly how to build a cold email that reads like a real human wrote it for one specific person. You'll learn why making 75 to 80 percent of your email about the recipient is the core principle that separates cold emails that get forwarded from ones that get deleted. If you've ever wondered how to reach a prospect who has never heard of your agency and actually get a reply, Lopuch's cold email system delivers a clear and repeatable answer. Laura and Drew dig into the tactical details that make this work in practice, from research strategies that uncover the right hook for each prospect, to subject line construction built around open loops and curiosity, to the follow-up sequence that most agency owners skip entirely. They also explore how to identify a prospect's driving motivator, the deeper goal that makes them willing to say yes before they have even finished reading your email. Whether you're an agency owner who has never tried cold email, someone who has tried it and given up after a round of silence, or a veteran looking to systematize new business outreach, this episode will reshape the way you think about reaching out to prospects. Tune in and discover why the right cold email does not feel cold at all. 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 in This Episode: Discover the four-part WARM framework and how each element works together to create a cold email that earns real replies Learn why making 75 to 80 percent of your email about the recipient, not yourself, is the single biggest shift that changes your results Understand how to identify a prospect's driving motivator and tie your pitch to an existing goal they are already pursuing Learn the research tactics that let you write personalized, relevant emails without spending hours hunting for details Find out why "are you interested?" is the most effective call to action for high-ticket agency services Discover the subject line approach that generates curiosity and open loops instead of getting ignored Learn how many follow-ups to send, when to send them, and what to say to keep the conversation alive Understand how to turn cold email into a predictable client acquisition system with clear inputs and consistent outputs Get the open rate and reply rate benchmarks you should be hitting when the WARM method is working correctly

Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan ditches the guest chair and goes solo to unpack the agency trends his team has been tracking for months, the trust shifts, the AI shake ups, and the consolidation chaos that are about to reshape how small and mid sized agencies compete over the next twelve to eighteen months. In this episode, Drew digs into why trust has become the most valuable and most personal currency an agency owns, and why businesses, not governments or media, are now the most trusted institution on the planet. You'll learn why the giant holding company mergers happening right now are quietly creating a massive opening for privately held independent agencies, and why CMOs at consolidated firms are desperate for more attention and craft. From there, Drew turns to the AI divide that is separating strategic agencies from production vendors, sharing real numbers on content time savings, pricing models, and why clients want smarter work, not cheaper work. He also covers why your team is staying put but quietly burning out, how account managers need to evolve into strategic advisors, and why agency trends in lead generation show more buyers finding agencies through search and AI than ever before. Whether you're trying to decide if it's finally time to commit to a niche, rethinking your pricing model, or just trying to figure out how to keep your best people from quietly checking out, this episode hands you a clear, practical playbook for the year ahead. Don't miss this one, grab a notebook and tune in. 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 in This Episode: Discover why trust has become the most valuable, most personal currency your agency can offer clients and employees alike Learn why massive holding company mergers are creating a rare opportunity for privately held independent agencies Understand the real divide AI is creating between strategic agencies and production vendors, and which side pays better Get the specific data on how AI is cutting content production time and why hourly pricing now works against you Find out why your team is staying longer but feeling more burned out, and what they actually expect from you in return Learn why account managers need to evolve into strategic advisors or risk becoming the most replaceable role in the agency Discover how specialized, niched agencies are reporting profit margins 10 to 20 points higher than generalists See the data on how prospects are finding agencies now, including the surge in AI and web search over referrals Get a practical, step-by-step playbook for positioning your agency as a strategic partner instead of a vendor

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan is joined by seasoned project management expert Danielle McCier to shine a spotlight on one of the most critical—and sometimes underestimated—roles in any agency: project management. Together, they unpack how powerful project management isn't just about checking boxes, but about leading with clarity, protecting your agency's profit, and creating alignment across chaotic workflows. Danielle McCier shares her unique journey from the music industry to advertising operations, offering firsthand wisdom on how project management elevates agencies beyond glorified administration. She describes the evolution of her own role, distinguishing the difference between being a task-oriented admin and a proactive leader who wrangles multiple teams, deliverables, and shifting client requests. Listeners will come away with a deeper understanding of why clear communication, defined asks, and structured processes form the backbone of any successful project—and, by extension, the agency itself. This episode delves into actionable strategies for building trust internally, facilitating tough conversations, and managing expectations across creatives, account teams, and clients. Danielle McCier and Drew McLellan also discuss common pitfalls like assumption-driven burnout, the importance of sources of truth in organizing project details, and how systems don't stifle creativity—they enable it. If you've ever wondered when it's time to add a project manager to your team, how to hire for the right blend of hard and soft skills, or how to truly empower your agency's engine room, this episode is packed with hard-won advice. Get ready to walk away with a renewed appreciation for project management as the unsung hero of agency growth, culture, and sustainability. 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 in This Episode: The evolving role of project management as a core agency function, not just an administrative task How detailed communication and clear processes drive better client and internal outcomes The critical importance of aligning expectations at every project stage Building trust through personalized relationships and consistent, candid conversations The project manager's influence in establishing and maintaining effective agency systems Recognizing and addressing burnout by clarifying roles, responsibilities, and workload Why great project managers embody leadership, emotional intelligence, and agency protection

Welcome to another can't-miss episode of Build a Better Agency! Drew McLellan hosts Noel Andrews, founder and CEO of Job Rack, for a deep dive into how AI recruitment is revolutionizing the hiring landscape. Andrews shares eye-opening insights about the dramatic changes agencies face when building teams in today's AI-powered world. In this episode, you'll discover how Andrews and his team are adapting their vetting processes as AI tools make traditional recruitment methods obsolete. You'll learn about the shocking reality that resumes are now largely AI-optimized, making them nearly useless for evaluation. If you've ever wondered how to identify genuine talent when candidates can use AI to generate perfect interview responses in real-time, Andrews reveals the specific questioning techniques and AI recruitment strategies that separate authentic candidates from those hiding behind technology. Andrews and Drew explore advanced tactics for evaluating AI fluency in candidates, including the critical importance of assessing judgment over technical skills. They discuss practical frameworks for writing outcome-focused job descriptions, conducting screen-sharing interviews, and probing deeper into candidates' real experiences to bypass AI-generated responses. Whether you're hiring your first international team member, expanding your leadership team, or simply trying to navigate the complexities of modern recruitment, this episode delivers actionable strategies for success. Tune in to master the art of hiring exceptional talent in an AI-driven world! 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 in This Episode: Discover why traditional resumes are now largely useless due to AI optimization and how to adapt your evaluation process Learn specific interview techniques to identify when candidates are using real-time AI assistance during conversations Master the art of outcome-based job descriptions that attract genuine talent while deterring AI-generated applications Understand how to evaluate AI fluency in candidates without being an AI expert yourself Explore advanced questioning strategies that bypass AI tools and reveal authentic candidate experiences Gain insights into hiring international talent for senior-level positions including directors and department heads Learn practical methods like screen-sharing interviews and the three-finger test to verify candidate authenticity Understand why focusing on judgment and decision-making processes matters more than technical outputs in AI recruitment

Welcome to another episode of Build a Better Agency! This week, host Drew McLellan is joined by operations expert Trevor Foley for a deep dive into the nuts and bolts of agency operations—where profit is made or lost. With decades of experience across agency and client-side roles, Trevor Foley brings a practical, battle-tested perspective on how agencies can tighten processes, reduce chaos, and build more resilient businesses. Together, Drew McLellan and Trevor Foley unpack why project managers and producers are the agency's unsung heroes—and biggest missed opportunity when stripped of real authority. They discuss how clarity around roles and a return to a disciplined project management structure can swiftly eliminate internal confusion, empower teams, and boost profitability. You'll hear real-world examples of how this shift allowed organizations to streamline communication, reduce revisions, and keep client relationships strong. The conversation doesn't shy away from modern challenges, either. The duo addresses the proliferation of communication channels—a blessing and a curse—and offers actionable advice on consolidating tools and reclaiming a single source of truth within your agency. They also explore the evolving role of AI in agency life, not as a replacement for jobs, but as a means to optimize and automate tedious or repetitive tasks to let human talent flourish in strategic and creative roles. If you're ready to cut through operational noise, empower your team, and reclaim your agency's profitability, this episode will leave you with practical strategies you can implement right away. From better briefs to smarter AI use and truly collaborative—not chaotic—workflows, you'll walk away with a playbook for building an agency that's efficient, effective, and ready for whatever comes next. 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 in This Episode: Why project managers should be treated as the center spoke of operations, not traffic cops How to eliminate the communication chaos created by multiple platforms and channels The hidden costs of collaboration overload and how to streamline decision-making processes Why giving project managers real authority can immediately improve workflow efficiency How to audit your current operations to identify where time and money are bleeding The difference between collaboration and compromise in agency workflows Why AI amplifies existing processes rather than replacing roles in agency operations How to establish clear lanes of communication that scale with your team The operational frameworks that helped agencies like Lexus maintain premium standards

Welcome to another insightful episode of Build a Better Agency! This time, host Drew McLellan teams up once again with research partner Susan Baier from Audience Audit to unpack the findings from the highly anticipated 2026 Agency EDGE study. Together, they examine how AI is impacting agencies and, more importantly, the shifting expectations and priorities of agency clients in this rapidly changing landscape. Drew and Susan discuss how clients' attitudes toward AI have evolved dramatically over the past year. Gone are the days of uncertainty and secrecy—now, clients expect agencies to be transparent about their use of AI and, even more significantly, to serve as strategic guides and governance partners in the age of automation. The conversation explores three core client segments that have emerged: strategic stewards prioritizing brand protection, adaptive accelerators seeking innovation at speed, and performance pragmatists laser-focused on measurable outcomes. You'll hear why differentiation is more important than ever for agencies, especially as client expectations for sophisticated strategy, proactive guidance, and data-driven decision-making continue to rise. The hosts also highlight new business opportunities for agencies willing to lead on AI adoption, particularly in providing governance and integrating technology across the buyer's journey. If you want to understand what clients truly value today—and how your agency can step up to claim a central, irreplaceable role—this episode is essential listening. Packed with actionable insights, it's a must for any agency leader eager to thrive in the AI era and beyond. 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 in This Episode: Discover the three distinct client segments that define agency value in the AI era Learn why strategic leadership has become the top priority for agency clients Understand how AI has shifted from experimental to table stakes in just 365 days Master the art of challenging clients while maintaining strong relationships Develop frameworks for positioning your agency within specific value propositions Transform your account management approach from order-taking to strategic consultation Create differentiation strategies that separate you from generalist competitors Build client relationships that leverage AI while emphasizing human insight Implement governance strategies that protect brands while embracing innovation

Welcome to a pivotal solo episode of Build a Better Agency! This week, host Drew McLellan takes listeners on an honest and insightful journey through the real work of agency leadership, exploring the mental and emotional shifts required to move from talented employee or manager to confident agency owner. Drawing on more than 25 years of experience and candid stories from agency owners nationwide, Drew unpacks the identity shift every leader must make—from seeking permission and sticking to their craft, to taking full, radical responsibility for the outcome of their business. You'll hear powerful confessions from new owners as they share those "aha" moments when the weight of ownership finally hit home, from financial scares to difficult personnel decisions. This episode tackles three essential lenses that shape the growth of agency leaders: developing a growth mindset (inspired by Carol Dweck), evolving from technician to true entrepreneur (with a nod to Michael Gerber's E-Myth), and embracing an ownership mentality as described by Carrie Siggins' "Ownership Mindset." Drew provides actionable advice on shifting beliefs that hold leaders back, such as hesitancy around finances, reluctance to delegate, and resistance to uncomfortable decisions. Whether you're a new or soon-to-be owner, an emerging leader, or a veteran still wrestling with self-doubt, this episode is packed with practical steps, introspective challenges, and resources to help you own your power and build an agency you're truly proud of. Don't miss this empowering discussion. 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 in This Episode: Understand why the identity shift from employee to owner is the hardest part of the transition Learn the three critical lenses for developing an ownership mindset: growth mindset, role clarity, and responsibility ownership Discover the common triggers that make ownership feel real for most agency leaders Recognize why true leaders act like owners long before they own equity in the business Understand the difference between collaboration and abdication in leadership decisions Learn how to move from execution-focused to strategy-focused thinking as an owner Gain insights from real owner confessions about pivotal moments of realization Understand why financial literacy becomes critical when you truly own the outcomes Discover how accepting responsibility also grants you permission to change what's broken

Welcome to another insightful episode of Build a Better Agency! This week, host Drew McLellan sits down with executive business coach Trevor McGregor to tackle one of the most critical and persistent challenges agency owners face: scaling their business. Drawing from his expansive coaching experience and background working alongside leaders like Tony Robbins, Trevor McGregor unpacks the most common barriers that keep agencies from moving beyond their current stage and achieving true growth. Together, Drew McLellan and Trevor McGregor dig into the real reasons agency owners frequently find themselves stuck—covering everything from limiting beliefs and lack of vision to poor systems, time management struggles, and the all-important execution gap. Trevor McGregor draws on decades of coaching and shares his "five reasons agencies fail to scale," as well as actionable advice around improving your mindset, building better systems, and elevating your standards as a leader. You'll also hear practical strategies like conducting a personal time audit, leveraging the "four S's" (state, story, standards, and strategy), and working through resistance to delegation and process-building. The conversation also highlights the deeper "why" behind leading an agency—not just in terms of revenue or staff size, but the impact you have on clients, employees, and your own life. Drew McLellan and Trevor McGregor stress the importance of reconnecting with your passion and leveraging accountability—whether through peer groups or coaching—to move from ideas into tangible results. Real-life anecdotes, references to industry reinvention (including the impact of AI), and honest advice about sustaining momentum keep this discussion engaging and relevant. Don't miss this episode if you're committed to breaking through your current plateau and building not just a bigger, but a better, more impactful agency. By the end, you'll leave with a renewed sense of purpose and a roadmap for taking practical steps toward growth—plus a heartfelt reminder of why you chose this path in the first place. 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 Identify the 5 universal barriers that prevent agency scaling regardless of business size or experience level Transform limiting beliefs about failure, criticism, and worthiness into fuel for breakthrough growth Create strategic plans that work in rapidly changing markets without needing to see the entire roadmap Build systems for support that leverage your zone of genius while delegating everything else Apply the law of polarity to flip fear-based thinking into opportunity-focused action Navigate perpetual change as a competitive advantage rather than a threat to stability Develop the psychology of success that separates scaling agencies from struggling ones Use failure as feedback to accelerate growth rather than evidence to quit or retreat

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

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. 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 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

As agency owners, we're always looking for ways to get great customers that increase our profitability while decreasing the length of the typical sales cycle. That's the dream, right? This week, I have Tom Schwab on to talk about one of the best ways to make that dream a reality — being a great guest on other people's podcasts. As a great guest himself, Tom has a gold mine of valuable information to share with us about getting featured as a guest on podcasts, the ROI that it brings to your agency, and how to track the results you're getting from being a podcast guest.   Great conversations lead to great customers, and Tom will teach us exactly how to turn all that talking into gold. Don't miss out on this information-packed episode so you can start your year right by setting the stage for increased profitability in 2023. 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 in This Episode: Why you don't need to host your own podcast to get your name out there How to use podcast guesting as a way to achieve your goals Why podfade is such a common occurrence How to identify which podcasts need your voice as a guest Leveraging a podcast to attract great clients, not more leads in the sales funnel How to be a great podcast guest and get the host to sell you to the audience Pre- and post-interview podcast guest best practices The importance of having a tracking mechanism for performance and conversion rates