Agents of Change | B2B Agencies Best Practices

Leadtail Studios
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Agency life is constantly changing - from client requests to industry regulation, it can be challenging to stay on top of the best practices and trends. Leadtail invites top agency marketers to discuss how they're facing these challenges, the best practices they use to stay on top, and where they see agencies and marketing trending in the years to come.

  1. 08/07/2025

    AI vs SEO: The New Rules of Content, Search & Visibility

    AI is changing how SEO works—and fast. In this episode of Agents of Change, Danielle O’Neil sits down with Nick Fraunfelder, CEO of Sure Oak, to unpack how AI tools like ChatGPT, Grok, and Gemini are reshaping how we approach content, search, and organic discovery.They explore why traditional SEO tactics are no longer enough, how organic social is now feeding AI models, and what marketers need to know to stay visible in this next phase of digital marketing.👀 Whether you're a CMO, a social media strategist, or a paid ads expert looking to pivot, this conversation offers clear, actionable advice for competing in an AI-powered search environment.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – AI Can’t Write Poetry00:31 – Meet Nick Fraunfelder02:16 – SEO Is Back04:58 – SEO Meets Social08:26 – What AI Wants11:36 – Google vs AI Search15:08 – The Gated Content Debate19:59 – SEO in Regulated Industries21:38 – B2B SEO Advice22:57 – Missed Opportunities in Marketing#b2bmarketing #b2b

    28 min

  2. 06/05/2025

    What Most B2B Marketers Get Wrong About LinkedIn Ads

    How do you use LinkedIn ads to drive real B2B pipeline—especially when the buying journey is long and the ROI pressure is high? In this episode of Agents of Change, Danielle O’Neil speaks with Justin Rowe, Founder and CMO of Impactable, about how to make paid social work across every stage of a complex B2B sales funnel.Justin shares how he went from restaurant operator to agency founder, the insights that shaped Impactable’s growth, and what most marketers still get wrong about paid ads. From ABM strategies and long-cycle retargeting to thought leadership ads and newsletter integration, Justin walks through a comprehensive playbook that connects organic, paid, and owned media in ways that build real trust—not just clicks.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – Funnel Paid Ads into Organic Communities0:27 – Intro: Danielle O’Neil Welcomes Justin Rowe1:32 – Justin’s Nontraditional Path from Restaurants to Marketing4:55 – Structuring Paid Social for Long B2B Sales Cycles6:49 – Using Paid Ads to Build Trust, Not Just Awareness8:19 – Measuring Marketing Success Without Immediate Leads10:17 – Key Indicators and Retargeting for Long Sales Journeys12:47 – ABM and the Role of LinkedIn in a Multichannel Mix15:00 – Matching Content to Platform Intent (LinkedIn, Facebook, Reddit)17:42 – The Resurgence of ABM and What’s Really New20:17 – Thought Leadership Ads and Building Trust at the Right Time22:50 – Practical Ways AI Supports B2B Paid Campaigns27:57 – Connecting Organic Content to Paid Amplification32:30 – Justin’s 90-Day Framework for Paid + Organic Integration35:16 – Wrap-Up and Final Takeaways

    36 min

  3. 12/12/2024

    HR in Small Agencies: Mack Garrison’s Story of Culture Change at Dash

    What does it take to build a thriving creative agency while prioritizing people? In this episode of Agents of Change, Danielle O’Neil sits down with Mac, co-founder of dash, to discuss the journey from scrappy beginnings to creating a sustainable, people-first culture. Mac shares how a wake-up call in 2021 pushed dash to invest in HR systems, transparent communication, and structured career growth paths. From defining salary bands to implementing tools like 15Five, Mac walks us through the tangible steps that transformed their agency culture. He also opens up about the challenges of change, the importance of trust, and why over 80% of dash’s business comes from relationships. Plus, get a sneak peek into the dash Bash, an inclusive motion design event that’s redefining what it means to build community in the creative industry. Learn more about Dash Bash 2025: www.dashbash.net Show Notes: 0:00 Welcome and intro to Agents of Change 1:15 Mac’s journey from animator to agency owner 6:45 The pivotal moment that transformed Dash’s culture 13:30 Building HR systems for small teams 20:10 Why investing in people drives business success 28:45 Dash Bash: A celebration of creativity and inclusion Whether you’re an agency leader, creative professional, or simply curious about the intersection of business and culture, this episode is packed with actionable insights. Don’t forget to like, comment, and subscribe for more conversations on the future of B2B marketing!

    25 min

  4. 08/08/2024

    Quietly’s Approach to AI & Data in B2B Marketing with Sean Tyson & Anna Zhao

    Welcome back to Agents of Change! In this episode, Danielle O'Neill from Leadtail interviews Sean Tyson and Anna Zhao from Quietly. They dive deep into how data and AI are transforming the B2B marketing landscape. Sean and Anna share their insights on the critical role of data in unifying teams and driving efficiency across departments. They discuss the distinction between content operations and marketing operations, highlighting the importance of AI in evaluating and improving these processes. In this episode, you'll learn about: - The role of data in marketing and operations - How AI is revolutionizing content and marketing operations - Practical strategies for implementing new tools and technologies in your team - Insights from top executives at Quietly on the future of B2B marketing -------------------------- Show Notes: 00:00 – Introduction 01:00 – Meet Sean Tyson & Anna Zhao 04:00 – The Importance of Data in Marketing 10:00 – AI in Content and Marketing Operations 18:00 – Implementing New Tools and Technologies 25:00 – Future Trends in B2B Marketing

    31 min

  5. 05/09/2024

    How to Bridge Sales & Marketing: Insights with Tiffany Otten from Power Digital | Agents of Change

    🚀 Welcome to another episode of Agents of Change, the go-to podcast for future-focused insights in B2B marketing. Join your host, Danielle O'Neil, as she welcomes Tiffany, a seasoned B2B marketing strategist from Power Digital Marketing, to delve deep into the evolving world of sales and marketing integration. 🔗 Don't miss the in-depth discussions on how B2B companies can reduce friction between sales and marketing teams to drive unparalleled growth. Whether you’re a marketing professional, business leader, or sales strategist, this episode offers practical tips and strategic insights that will help you harness the full potential of your team. 🎯 Key Highlights: The Crucial Role of Cold Outreach: Discover why mastering cold outreach can make you the most crucial messaging asset in your company. Sales to Marketing Transition: Tiffany discusses her seamless transition from sales to marketing and how it offers a unique perspective on generating and nurturing leads. Strategic Marketing Alignment: Learn how aligning sales and marketing strategies can significantly enhance deal velocity and revenue. Building a Recognizable Brand: Insights on why establishing a strong brand presence before sales interaction simplifies the sales process and boosts efficiency. Educational Role of Marketers: Explore the importance of educating clients about consistent branding and messaging to set the stage for customer interactions. 👀 Watch, learn, and be inspired to transform your approach to B2B marketing and sales. For more insights and episodes, subscribe to our channel and hit the bell icon to stay updated! ---------- Show Notes: 0:00 - Introduction 1:04 - Tiffany’s Journey from Sales to Marketing 2:13 - The Value of Cold Outreach in B2B 4:30 - Aligning Sales and Marketing Strategies 6:30 - Enhancing Deal Velocity Through Marketing 11:21 - Building and Leveraging a Strong Brand 12:27 - Educating Clients on Consistent Branding and Messaging 18:41 - Conclusion and Final Thoughts

    32 min

  6. 04/04/2024

    Branding & User Experience Trends You Can't Ignore | Doug Hughmanick

    Discover why consistency across platforms is non-negotiable, the art of aligning different departments for a seamless user journey, and the innovative strategies for ensuring a frictionless user experience. Doug Hughmanick and Danielle also explores the fascinating realm of immersive instruction and mixed reality, revealing how these technologies are redefining engagement and education in the digital age. ANML is a studio specializing in digital products, web and brand, that would be awesome. Learn more at https://www.anml.com/ 🎧 Tune in to unearth: - The critical importance of starting with a solid core user experience before branching out. - Effective leadership in overseeing cohesive brand journeys. - Practical strategies for aligning product and marketing visions. - The significance of maintaining voice and branding consistency across all platforms. - Future trends in branding, including immersive instruction and mixed reality. ----------- 0:00 - Introduction 1:07 - Branding from the Inside Out 3:36 - Leadership and Ownership of Brand Journey 5:17 - Aligning Departments for Cohesion 6:32 - Change Our Social Voice 8:06 - Consistency Across Platforms 9:30 - Biggest Branding Mistakes 11:25 - Strategies for Streamlining User Experience 13:08 - Learning from Competitors 15:39 - Looking Beyond Competitors 18:09 - Immersive Instruction and Mixed Reality Insights 21:54 - What Marketer's Need to Take Away 23:57 - Exciting Trends in the Industry

    28 min

  7. 03/15/2024

    Evolving Trends in Content Marketing: A Conversation with Casey Nobile

    In this episode of Agents of Change, we dive deep into the evolving landscape of content marketing with Casey Nobile, SVP and Head of Content at Skyward. Join us as we explore the concept of connected storytelling and its vital role in ensuring that all content is interlinked, aligning with the core narrative of a brand. Discover strategies for navigating the fragmented content landscape, maintaining quality while scaling quantity, and incorporating brand purpose into content creation. Casey shares valuable insights into emerging trends, including the integration of AI and its impact on personalized distribution. Whether you're a seasoned marketer or a budding content creator, this conversation offers actionable advice for adapting to the ever-evolving world of content marketing.

    34 min

  8. 11/16/2023

    Craft a Successful Social Strategy for Your Clients | JS Stansel

    Are your clients ready to move at the speed of social? On this episode of Agents of Change, Danielle O'Neil is joined by JS Stansel, an award winning Freelance Social Media Strategist, Speaker and Consultant, to discuss how to adapt to changes on social platforms and content, social media marketing strategies and platforms, and how to keep up on social in a rapidly changing world. All of this and more in this episode of Agents of Change. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Coming up in this episode... 00:36 Intros 01:40 How to Manage Client's FOMO on New Platforms 06:30 Adapting to a New Social Media Ecosystem 08:30 Getting Your Clients to Embrace New Types of Content 11:15 Having the Hard Conversations with Your Clients 19:26 When is Less More for Your Clients on Social? 21:30 How to Keep Your Mind Fresh for Social 23:53 What is Jon-Stephen Working on Right Now? 24:38 Wrapping up

    25 min
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Agency life is constantly changing - from client requests to industry regulation, it can be challenging to stay on top of the best practices and trends. Leadtail invites top agency marketers to discuss how they're facing these challenges, the best practices they use to stay on top, and where they see agencies and marketing trending in the years to come.

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