Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies

Jason Swenk
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  • Marketing
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Growing an agency is very difficult, and you might feel unclear what to do next in order to grow and scale your agency. The Smart Agency Masterclass is a weekly podcast for agencies that are wanting to grow faster. We interview amazing guests from all over the world that have the experience of running successful businesses, and will provide you the insights you need. Our podcast is just over 3 years old, and have reached more than a half million listeners in 42 countries.

  1. -2 j

    Why AI Can't Be Bolted On: Building an Internal AI Squad for 30-50% Efficiency Gains with Ronik Patel | Ep #937

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training In this episode of the Smart Agency Masterclass, we hear from Ronik Patel of E2M Solutions, a white-label agency specializing in web development, SEO, PPC, and AI services. Ronik was acquired by E2M specifically to lead the agency's AI transformation, and he shares what that journey actually looks like at the ground level: building small dedicated AI squads, redesigning workflows from scratch, and getting a skeptical team to buy in. If you're trying to lead AI adoption inside your agency without chaos, this conversation is packed with hard-won specifics. Key Takeaways: The same agent, wildly different results: AI reveals your A and B players fast.  Ronik noticed that two people using the identical AI agent would get completely different outputs. One person's prompt returned work that was about 30% complete; another's hit 90% or higher. AI doesn't hide your weaker performers, it amplifies the gap. That realization changed how E2M thinks about training and team development. You can't hand AI to existing processes: the Figma example. When E2M tried using AI agents to convert Figma designs into WordPress sites, they got terrible results. The problem wasn't the AI; it was that Figma files built for humans weren't structured for agents. They had to retrain the entire design team to modify Figma files first, following a 30-item checklist, before development could begin. Even then, it took six hours per page. AI forced a full process redesign, not a shortcut. Build small squads and let them experiment before scaling. Rather than rolling AI out company-wide, Ronik built small focused squads of two or three people to test specific workflows. One squad explored whether to move away from WordPress entirely as AI-built HTML sites became more common. Their experiment led E2M to develop a lightweight React-based CMS so clients could manage content without needing a developer. Squads fail fast, learn fast, and protect the rest of the team from disruption. Leadership conviction plus hand-holding is the only change management formula that works. Ronik's team saw day-to-day resistance: teammates who understand why change is necessary but still struggle to change their habits. What broke through was a combination of a clear message from leadership that there is no option but to adapt, paired with genuine hands-on training and support. Jason added his own version: leading by example and showing his team what AI could do, rather than announcing it, was what finally created believers. The conversation also covers why adding "AI" to job titles without changing the actual role is a mistake, how E2M is building a React-based open-source CMS to solve the HTML-to-CMS gap their clients keep running into, and what agency owners should expect as AI continues to reshape both delivery and team structure. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  2. 28 oct.

    Why This SEO Agency Owner Skips Cold Outreach with Matt Emgi | Ep #936

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training Matt Emgi, founder of EMGI Group, runs a B2B SaaS SEO agency navigating one of the most disruptive periods in search history. In this episode, Matt shares the unconventional outreach campaigns, cold email frameworks, and long-form content strategies he uses to grow his agency, including the creative direct mail experiment that actually generated meetings. Whether you're trying to break out of referral-only growth or build a content engine that converts, Matt's approach is worth stealing. Subscribe Apple | Spotify | iHeart Radio  Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.   Key Takeaways: The brownie box campaign that booked meetings. Matt mailed personalized brownie boxes to prospects, each with a QR code linking to a custom mini growth plan with specific SEO recommendations. The deliverability wasn't perfect, but every meeting it generated came from someone who actually received and engaged with the package. It proved that highly personalized, creative outreach at small scale can cut through the noise in a way that generic email simply can't. Cold email works when you protect your reputation. Volume matters, but not at the cost of burning your sender domain. Matt focuses on testing different angles and messaging frameworks rather than blasting the same pitch repeatedly. Finding what resonates, then scaling it, is how you stay out of spam folders and off prospect blacklists. Build YouTube content for the people already considering hiring you. Matt's content strategy mixes middle-of-funnel educational videos with bottom-of-funnel client case studies. Documenting real client wins, including specific SEO strategies and measurable results, speaks directly to prospects who are already in buying mode, which is where the conversions actually come from. Matt also covers how AI and LLMs are reshaping SEO demand, why he doubled down on B2B SaaS as a niche, and how he balances running his own marketing while delivering client work.   Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  3. 21 oct.

    Why Being a Category of One Is Your Best Defense Against AI Commoditization with Leslie Silverman | Ep #935

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training Leslie Silverman is the co-founder of Hive 180, a strategic marketing agency based in Colorado that serves expert service businesses including architects, contractors, attorneys, medical professionals, spas, and high-end consultants. She started her career in print media at Condé Nast and Hearst in New York City before eventually co-founding Hive 180 almost by accident. In this episode, Leslie and Jason dig into what it actually takes to stop being a generalist, why individuality is your most durable competitive advantage in the age of AI, and how she rebuilt her agency model around project-based strategic work instead of retainers. Subscribe Apple | Spotify | iHeart Radio  Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Key Takeaways: The fastest path to burnout is saying yes to everyone. Leslie learned this firsthand after years of taking on clients across every industry and every type of work. The shift that changed everything was auditing her client list for profitability and genuine fit, then deliberately walking away from the ones that didn't qualify. Saying no to the wrong clients is what created space for the right ones. Your individuality is a competitive advantage AI cannot replicate. Leslie argues that the age of AI makes differentiation more urgent, not less. Generic capability is becoming a commodity. What cannot be commoditized is a specific point of view, a distinct voice, and a narrowly defined niche. She calls this being a "category of one" — the same concept behind her own podcast — and it applies to both her agency and the clients she serves. Project-based strategic engagements beat retainers for specialist agencies. Leslie moved away from hourly and retainer models toward defined strategic projects. This shift changed how clients perceive the value of the work, reduced scope creep, and made it easier to price based on outcome rather than time. It also forced clearer scoping conversations upfront, which improved project quality overall. AI needs your voice before it can sound like you. Leslie uses AI as a productivity tool but insists on feeding it custom voice guidelines, brand rules, and tone examples before trusting any output. She treats AI as a capable junior writer that needs significant direction, not a replacement for human judgment and creative instinct. The agencies that benefit most from AI are the ones that already know what makes them distinct. Leslie also shares how she designed Hive 180 around the life she wanted rather than letting client demands dictate her schedule, and why doing deep discovery before any engagement decision has become non-negotiable for her team.   Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  4. 14 oct.

    How to Stop Being the Bottleneck in Your Own Agency with David Khim | Ep #933

    David Khim is the co-founder and CEO of Omniscient Digital, a B2B SaaS SEO and content strategy agency based in Austin, Texas. Before starting Omniscient, David was head of growth at People.ai and Fishtown Analytics, and a growth product manager at HubSpot, where he met his co-founders Allie Decker and Alex Birkett. What started as a side consulting project between colleagues turned into a full-time agency — and then required a different kind of founder entirely. In this episode, David and Jason dig into the identity shift that agency owners have to make to actually scale: from operator to architect, from doing to leading, and from proving your value through involvement to trusting your team to execute without you. Subscribe Apple | Spotify | iHeart Radio    Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out [e2msolutions.com/smartagency](http://e2msolutions.com/smartagency) and get 10% off for the first three months of service. Key Takeaways: The decision to go full-time is psychological, not financial. David says the numbers justified going all in on Omniscient before they actually made the leap. The harder thing was deciding to bet on themselves. This is a pattern Jason sees constantly: founders wait until it feels safe rather than until it makes sense. The market is often ready before the founder is. Hiring self-managing talent changes everything about how you lead. When David and his co-founders hired more experienced people, they shifted the way they communicated entirely. Instead of explaining decisions, they said "I trust you" and "I defer to you." That language gives people real ownership rather than fake autonomy. The result is lower turnover, fewer escalations, and a team that makes better decisions without the founder in the room. A founder's job has to evolve from delivery to architecture. David describes his current role as thinking 6 to 12 months ahead about services, team structure, and AI integration, not shipping work or solving daily problems. That shift from doer to architect is the operational definition of scale. Founders who cannot make that transition become the ceiling on their own company's growth. Your schedule is a system design problem. Jason's example of taking Fridays off and limiting meetings to Tuesday through Thursday is not a lifestyle choice — it is a deliberate experiment in what creates clarity and output quality. David echoed this with his own practice of protecting summer weekends and family time. The framework is simple: treat your calendar the way you would treat any other business system. Test it, observe the results, adjust. David also shares why he uses a time-value lens when making decisions; choosing to decline a small financial payout in exchange for protecting more personal time, and why thinking of major decisions as reversible experiments reduces the fear that keeps founders from making any change at all.   Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our [Agency Blueprint](https://flatworm-caterpillar-3mha.squarespace.com/blueprint). Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  5. 7 oct.

    How a "Never Say No" Philosophy Built a 20-Person Analytics Agency with Rob Sanders | Ep 933

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training Rob Sanders is the founder of RSO Consulting, a boutique digital analytics agency with over 20 years in business. Rob's background spans web development, early-stage digital marketing at Ford Motor Company, and some of the first PPC work done through Yahoo and Overture. Today RSO is a 20-person shop with a military-influenced leadership philosophy, a low-turnover culture, and a clear point of view on how agencies should engage with AI. In this episode, Rob and Jason talk about what actually keeps an agency going for two decades, why "never say no" is not recklessness but a growth discipline, and how being transparent about AI with clients has become a trust-building strategy. Subscribe Apple | Spotify | iHeart Radio  Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Key Takeaways: Never say no" is a discipline, not a personality trait. Rob's core operating principle is that when a client asks for something outside your current capability, the right answer is "we'll figure it out," not "we don't do that." Over 20 years this mindset has driven RSO into capabilities they would never have developed if they had stayed inside a comfort zone. The constraint is execution quality, not scope willingness. A Kaizen mindset keeps the agency sharp. Rob applies continuous improvement thinking from the Japanese manufacturing tradition to how RSO operates. There is no finish line for learning. He actively brings in younger team members and clients as teachers, not just recipients of expertise. The willingness to be taught by people with less experience is one of the rarest — and most valuable — traits an agency leader can have. Keep your kitchen clean instead of watching your competitors. Rob's approach to competitive pressure is deliberate indifference. Rather than tracking what other agencies are doing, he focuses on internal quality, team culture, and client results. His framing: if your own house is in order, you do not need to worry about what is happening next door. This mindset also prevents the reactive strategy shifts that distract agencies from long-term positioning. Transparency about AI builds client trust, not skepticism. Instead of hiding AI use, RSO brings clients into the process. Rob treats AI disclosure as a sign of sophistication rather than a weakness to conceal. Clients who understand how AI is being used in their account feel more informed and more confident, not less. The agencies that will struggle with AI are the ones that treat it as a secret. Rob also shares how he approaches hiring: start people in a smaller role than you think they are ready for, watch how they handle it, and give capable people room to grow without micromanaging them. Low turnover at RSO is a direct result of hiring self-managing talent and then actually letting them self-manage.   Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  6. 30 sept.

    How 19 Years of Niche Focus Built an Agency Where Clients Compete to Work With You with Wendy Covey | Ep #932

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training Wendy Covey is the co-founder and CEO of TREW Marketing, a strategy and content agency exclusively serving engineering and manufacturing companies. She started the agency in 2008 — during the Great Recession — as a generalist, and within a year or two of niching down, won a Wall Street Journal Small Business Innovation Award. Today, TREW Marketing is 19 years in, and Wendy has stepped fully into the owner role, with a president and leadership team running day-to-day operations. In this episode, Wendy and Jason dig into what it took to get there: the painful business partner buyout, the career path restructuring, and the niche positioning that now has clients convincing Wendy to take them on. Subscribe Apple  | Spotify | iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out [e2msolutions.com/smartagency](http://e2msolutions.com/smartagency) and get 10% off for the first three months of service. Key Takeaways: Niching down is the accelerant, not the limit. TREW Marketing chased anyone who'd pay in the early days — photo booths, nonprofits, product inventors. Once they committed to engineering and manufacturing companies, everything changed. Within a year or two they won a WSJ award, and today prospects come to them. Wendy's closing line: "It becomes them convincing me why they should be my next client." Your buy-sell agreement must include a valuation method. When Wendy's business partner left after 10 years, their agreement had no formula for valuing the business. Both sides got coaches, the negotiation was painful, and it strained a personal friendship. If you have a partner, get that language in writing before you need it. Build two documented career paths — individual contributor and manager — at the same salary band. TREW Marketing stopped the painful cycle of promoting great individual contributors into bad management seats by creating clear, documented tracks with defined behaviors for each. People can see where they fit before they take the wrong seat. Remove yourself from service delivery first, then tackle sales. Wendy's first move was getting fully out of client delivery. That freed her time to focus on sales and company growth. As sales grew, service delivery leaders naturally joined those conversations — and she found she was less effective in delivery minutiae anyway, making the transition feel inevitable rather than forced.   Wendy also shares how TREW Marketing's 19-year niche commitment is now paying off in the age of AI — their thought leadership content and deep expertise have made them highly visible in large language models, bringing in inbound leads without outbound effort. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our [Agency Blueprint](https://flatworm-caterpillar-3mha.squarespace.com/blueprint). Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  7. 23 sept.

    Stop Setting Goals Until You Ask This One Question with Phil Davis | Ep #931

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training Phil Davis is the founder and CEO of Tungsten Branding , one of the world's top-ranked naming and branding agencies, and the man behind hundreds of company names including PODS, RallyHouse, and TeamLogicIT. Before Tungsten, Phil ran a full-service ad agency in Tampa Bay for 17 years before hitting an inflection point: he was succeeding by every external metric and miserable at the core of it. In this episode, Phil and Jason dig into the one question that cuts through all the noise of running an agency, why chasing revenue metrics is a trap, and what it actually means to build a business in alignment with what you want. Subscribe Apple | Spotify | [iHeart Radio Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Key Takeaways: Ask "So I can what?" before you chase any goal. This is Phil's acid test: trace every goal back to what it actually gives you. Want a $20M agency? So I can what? Generational wealth? So I can what? Nearly every answer eventually bottoms out at peace of mind or freedom. If you know that upfront, you can stop building toward the wrong things. Chasing the wrong metric will hollow out your agency. Phil built a media-heavy agency that hit his revenue targets and left him wondering what the weather was like because he never stepped outside. The blur years, he calls them. The fix is not working harder; it is questioning which metric you are actually optimizing for, and whether it points toward a life you want. Marketing is a track team — sprinters and shot putters don't swap events. Trying to serve every client in every channel is the curse of early traction. Agencies that win pick their event. Phil pivoted from full-service to naming exclusively, and it became the thing that named PODS and landed Forbes Agency Council recognition. Right-sizing your team and mission is a relief, not a loss. When people get genuinely clear on what they want, the misaligned things fall away on their own. Phil shares the story of a Vistage member whose top salesperson quit after this exercise — and morale went up, not down. What looked like a disaster was the agency right-sizing around what it actually stood for.   Phil also shares why he named his agency Tungsten — the filament in the lightbulb — and how the concept of alignment, everything pointing the same direction to create flow, became the operating philosophy behind everything he does for clients.   Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our [Agency Blueprint](https://flatworm-caterpillar-3mha.squarespace.com/blueprint). Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

  8. 16 sept.

    The Secret to Running an Agency for 30 Years Without Ever Wanting to Walk Away with Arne Hurty | Ep #930

    Would you like to learn how to accelerate your agency growth? https://www.agencymastery360.com/training Arne Hurty is the founder and Chief Creative Officer of BayCreative, a San Francisco Bay Area B2B technology marketing agency he has been running for 30 years. What started as a $500 illustration job has grown into a full-service agency serving brands like Cisco and ServiceNow — with Arne's son and daughter now working alongside him. In this episode, Arne and Jason dig into what actually sustains an agency owner over three decades: two business partner buyouts, a full pivot to remote work, and a philosophy of building the agency around life rather than the other way around. Subscribe Apple Spotify iHeart Radio  Sponsors and Resources E2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service. Key Takeaways: The pursuit of quality is a bottomless pit — and that's why it works.** Arne says he has never seriously wanted to walk away from the business in 30 years. His reason: improving communication is an endless craft. If work feels boring, he says, "you're just not looking at it enough." The pursuit itself keeps going. Design your agency around your life from the beginning.** Arne made deliberate choices to keep BayCreative at a size that fit how he wanted to live. When COVID hit, going fully virtual wasn't a crisis — it was a natural next step that also opened the door to more diverse talent. Plan every business partner transition before you need to.** Arne has bought out two business partners over 30 years. In both cases, the transitions were manageable because expectations were clear. If you have a business partner, get the valuation method and exit terms in writing before either of you ever considers leaving. Let family earn their seat — don't create one for them. Both Arne's son and daughter joined BayCreative casually while in college and needing money. Their work quality is what made them permanent. Arne didn't build a role to justify hiring them; their capability justified itself. Arne also shares how meeting someone in person at least once — even with a team that is otherwise fully remote — changes the texture of every Zoom call that follows. That first handshake, he says, carries more weight than any amount of video history. Do You Want to Transform Your Agency from a Liability to an Asset? Looking to dig deeper into your agency's potential? Check out our Agency Blueprint. Designed for agency owners like you, our Agency Blueprint helps you uncover growth opportunities, tackle obstacles, and craft a customized blueprint for your agency's success.

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Growing an agency is very difficult, and you might feel unclear what to do next in order to grow and scale your agency. The Smart Agency Masterclass is a weekly podcast for agencies that are wanting to grow faster. We interview amazing guests from all over the world that have the experience of running successful businesses, and will provide you the insights you need. Our podcast is just over 3 years old, and have reached more than a half million listeners in 42 countries.

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