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.

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.

• 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

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

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.

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

• 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