The Innovative Agency

Sharon Toerek
  • 5.0 (33)
  • BUSINESS
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The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: "What's Next?". How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world? Hosted by marketing law and intellectual property lawyer Sharon Toerek, we'll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today's marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency's assets, and how to turn your agency's innovation into cash.

  1. 6D AGO

    323. Today's Social Media Playbook for Agencies, with Emeric Ernoult

    Today on The Innovative Agency Podcast Sharon Toerek welcomes Emeric Ernoult, CEO of Agorapulse, to explore what's really working in social media right now — and what's just noise. As both a former lawyer and agency owner, Emeric brings a rare mix of legal acumen and hands-on marketing experience to the conversation. Together, he and Sharon unpack how agencies can stay ahead as technology, algorithms, and AI continue to evolve without losing sight of what truly drives connection and results. From chasing trends to protecting your IP, this episode is a masterclass in cutting through the chaos, focusing on what matters most, and building a social media strategy that's both sustainable and scalable. If you want a front-row seat to where social media marketing is headed and how your agency can lead the charge, this is an episode you won't want to miss. What you will learn in this episode:  How social media tactics have shifted over the past few years and why repeating "successful" formulas often leads to diminishing returns The pitfalls of chasing short-term "shiny objects" instead of building sustainable, brand-driven content The impact of AI on content creation and why it raises the bar for originality What agencies can do to measure success effectively when clients demand traditional performance metrics The massive shift toward short-form, vertical video and how brands can win without expensive production What's true (and what's tricky) about beating platform algorithms How agencies can harness advocacy and collaboration to break through social media noise and build measurable impact Bio Emeric is the co-founder and CEO of Agorapulse, the only major social media management platform to reach $20M in annual revenue without raising a cent of venture capital. Ranked #1 on G2, Capterra, GetApp, and OMR, Agorapulse has become a global leader by innovating where others followed—from creating the first-ever social media inbox in 2014, to pioneering ROI tracking and analytics for social media (with a patent filed). Emeric's mission is simple: to help marketers prove the real business impact of social media—and finally show the ROI of their work. Resources: Website: https://www.agorapulse.com/ LinkedIn Personal: https://www.linkedin.com/in/ernoult/ LinkedIn Business: https://www.linkedin.com/company/agorapulse/

    44 min

  2. NOV 5

    322. Designing a Future-Ready Agency, with Nick Avaria

    This episode of  The Innovative Agency Podcast tackles one of the most pivotal conversations for marketing agency owners: how do you build a business that's not only successful today but also strategically designed for the future? Joining Sharon Toerek is Nick Avaria, Founder of Agency Acquisitions and a seasoned agency owner who's built, scaled, and sold multiple agencies. Nick shares hard-earned lessons on navigating growth, making smart exit decisions, and even why keeping your agency "unsellable" can sometimes be the most profitable path. Get practical advice, proven systems, and step-by-step guidance on finding the right path for your agency, whether it's rapid scaling or refining for profit. What you will learn in this episode:  The hidden costs and strategic trade-offs of scaling a marketing agency vs. staying intentionally small How owner mindset and personal priorities shape agency evolution and success Why agencies with "non-scalable" models can be more profitable, and what that means for your exit strategy The real reason so many agency owners find themselves working 60+ hours a week, and how to break free The critical first step every owner should take whether scaling up or streamlining Why dashboards, management methodology, and client experience systems are the backbone of sustainable agency growth Bio Nick Avaria, based in Vancouver, BC, CA, is Founder of Agency Acquisitions. Nick brings experience from previous roles at Fiber Tribe, AvariaX, CREW Marketing Partners and Industrial Quality Management. With a robust skill set that includes Leadership, Business Development, Strategic Planning, Sales Management, Market Research and more. Resources: Website: agencyacquisitions.io LinkedIn Personal: https://www.linkedin.com/in/nickavaria/ LinkedIn Business: https://www.linkedin.com/company/agency-acquisitions/

    47 min

  3. OCT 29

    321. AI, Your Agency & Keeping the Human Connection, with Pete Sena

    Today on The Innovative Agency Podcast Sharon Toerek sits down with Pete Sena, multi-hyphenate founder, brand experience visionary, and creative provocateur, to tackle one of the most urgent questions facing agencies today: How do you keep innovating when AI is rewriting the rules of marketing in real time? If you've ever wondered how AI is reshaping not just how your agency works, but how your clients' customers feel, connect, and build trust with brands, this episode is a must-listen. Pete introduces his groundbreaking "VIBE Marketing" framework, a call to arms for agency leaders ready to blend technology with humanity. He'll challenge how you think about creativity, empathy, and ethics in the age of AI, and share practical strategies to help your team build resonance instead of resistance. What you will learn in this episode:  Why traditional consumer research methods are becoming obsolete What agencies must do to truly connect with buyers in the age of AI Pete's "VIBE Marketing" framework, and how it helps agencies create faster, more emotional, boundaryless connections between brands and consumers Why the real risk isn't AI replacing jobs, but agencies that refuse to adapt getting left behind The ethical considerations agencies must navigate when AI amplifies their capacity to influence buyers' emotions How agencies can shift from commodity providers to strategic partners by institutionalizing and packaging their expertise Practical strategies for using AI to accelerate agency workflow, improve client retention, and optimize creative output without burning out your team Bio Pete Sena is a creative entrepreneur and forward-obsessed business builder. He partners with founders and business leaders to 10x their growth through marketing innovation, branding, and digital-experience design. As Founder of Digital Surgeons, a forward-obsessed brand experience consultancy, Pete designs results-driving strategies that unlock new possibilities and growth for ambitious brands and businesses. For nearly 20 years, he has built and led cross-functional teams that have delivered innovative, bottom-line boosting activations and multi-channel programs, ranging in scale from venture-backed startups to Fortune 500 organizations. As a human-centered problem solver, Pete focuses on the behaviors and systems that drive people, products, and experiences. Resources: Website: https://www.theresonance.studio/ Website: https://www.digitalsurgeons.com/ LinkedIn: https://www.linkedin.com/in/petersena/  Sena Vibe Marketing Playbook:  AI Battlefield: 2025 Trends and Predictions from Pete Sena Sena Newsletter: Subscribe

    45 min

  4. OCT 22

    320. Are Webinars Your Agency's Secret Advantage? with Logan Lyles

    On this episode of The Innovative Agency Podcast Sharon Toerek welcomes back Logan Lyles, Founder of DemandShift and a seasoned B2B marketing strategist, for a deep dive into how agencies can reclaim webinars as a high-impact growth engine. Logan reveals how his Webinar Fast Track Framework turns webinars from passive brand awareness plays into measurable lead generation machines helping agencies attract right-fit prospects and drive real results. Sharon and Logan discuss why webinars remain one of the most underutilized tools in the agency toolkit, what most teams get wrong about engagement and conversion, as well as how to design content that actually moves the sales needle. This episode offers a fresh, practical perspective on how agencies can leverage webinars to drive real business results and deepen audience relationships. What you will learn in this episode:  Why webinars are experiencing a resurgence How agencies can harness their power for both brand building and lead generation The critical mistakes most agencies make when designing webinar offers and follow-up strategies, and actionable fixes for better results How the "webinar fast track framework" increases conversion rates from sign-up to booked sales calls, and what elements set it apart from traditional approaches Strategies for bridging the gap between educational content and client acquisition The unique advantages of live video in building authentic connections (and credibility) in a world saturated with AI-generated content Bio Logan Lyles has spent 17 years in B2B sales & marketing, drawing on his journalism background to help B2B brands use the power of storytelling & ongoing video series to educate the 95% of their target market that isn't ready to buy and capture more in-market leads at the same time. Logan is the founder of DemandShift, a webinar-as-a-service agency helping brands & agencies generate more revenue from their content efforts. Logan has been the host of several top-ranking podcasts on Apple (including B2B Growth & Agency Life) & was added to LinkedIn's invite only Top Voice Program. Resources: Website: https://demandshift.co/ LinkedIn Personal: https://www.linkedin.com/in/loganlyles/ LinkedIn Business: https://www.linkedin.com/company/demandshift/

    28 min

  5. OCT 15

    319. Scaling Up Without Burnout, with Jesse Gilmore

    On this episode of The Innovative Agency Podcast Sharon Toerek chats with Jesse Gilmore, Founder of Niche In Control. Jesse opens up about his journey from entrepreneurial burnout to building agencies that scale sustainably, without sacrificing sanity or freedom. He shares powerful lessons on the mindset shifts that turn overwhelm into momentum and breaks down why adding more people isn't always the answer to growth. Jesse reveals how systemizing your agency can help you reclaim your time, empower your team, and finally build the freedom-filled business you set out to create. What you will learn in this episode:  Why adding more people won't fix owner exhaustion and where agency leaders should look instead How to identify and eliminate "single points of failure" in your agency workflow A proven framework for deciding whether your agency needs more team members or just better processes What to do before you make that next hire The principles behind designing a minimally viable offer to maximize value and margin Why specializing and moving away from a generalist model is critical for agency scalability How to leverage automation and AI tools wisely, without losing control or compromising quality Bio Jesse Gilmore is the Founder and CEO of Niche in Control. He helps digital marketing agency owners escape the chaos of daily operations and build a business that scales without them, so they can finally step into the CEO role that they were meant for. Before starting Niche in Control, he dissolved three of his own businesses. He was working 60- to 80-hour weeks, completely burned out and stuck in the same trap that he now helps his clients escape. It wasn't until he spent five years in corporate America—leading over a hundred projects and building systems that supported a $180 million acquisition—that he realized the missing piece: systems, leverage, and self-leadership. Since launching Niche in Control, he has helped over 90 agency owners double their revenue, build self-sufficient teams, and create predictable growth without sacrificing their time, their family, or their freedom. His framework, the Leverage for Growth Method, combines scalable systems, team empowerment, and consistent lead generation to help agency owners stop being the bottleneck and start leading a thriving business. He's also the author of The Agency Owner's Guide to Freedom and host of the Leverage for Growth podcast, where he reverse-engineers agency success stories to help others grow with intention. His mission is simple: help agency owners reclaim their time, increase their impact, and finally build a business that works without them. Resources: Website: https://www.nicheincontrol.com Live Events: https://events.nicheincontrol.com LinkedIn Personal: https://www.linkedin.com/in/jessepgilmore/ LinkedIn Business: https://www.linkedin.com/company/niche-in-control/

    32 min

  6. OCT 8

    318. Leveraging AI for SEO Advantage, with Carl Holden

    Today on The Innovative Agency Podcast Sharon Toerek and guest Carl Holden tackle one of the biggest shifts reshaping our industry — how AI is rewriting the rules of SEO and digital marketing. Carl, agency owner and Founder of RankBot, has been at the forefront of this transformation. He's seen firsthand how AI is changing client expectations, lowering barriers to entry, and forcing agencies to redefine what "value" really means. Carl digs into what it takes to stay relevant and profitable in this new landscape, from redefining your agency's value proposition to applying AI strategically (not reactively). If you've been wondering how to lead through this next evolution of search and strategy, this is an episode you'll want to take notes on. What you will learn in this episode:  Why AI is rapidly disrupting the traditional SEO landscape  How agency owners can adapt before the competition The real impact of generative AI tools like ChatGPT on content creation, link-building, and external SEO strategies Key opportunities and threats AI poses for agencies focused on search, local, and digital marketing How to identify and automate repetitive agency tasks to boost efficiency and diversify your services Strategies for educating clients about AI's impact on findability and how to set realistic expectations for SEO outcomes Best practices for upskilling your team, fostering a culture of innovation, and protecting your agency's intellectual capital The impending shift toward immersive, AI-powered marketing experiences and what agencies should do now to prepare Bio Carl Holden is the CEO and co-founder of RankBot, an AI-powered SaaS specializing in off-page SEO, backlinks, keyword tracking, and website optimization, making SEO easy, accessible, for his clients, giving them a competitive edge in their industry. With more than 200 hours of AI training from Wharton, IBM, Microsoft, and Google, Carl brings deep expertise in generative AI to the world of digital marketing. He's also the co-owner of Zellus Marketing, an Amazon Top Author in Marketing and Web Analytics, and a contributor to Forbes and the Huntsville Business Journal. A former Toastmasters world semifinalist, Carl speaks on AI and marketing at events nationwide. Resources: Website: https://rankbot.ai/ LinkedIn Personal: https://www.linkedin.com/in/carlholdenmarketing/ Facebook Business: https://www.facebook.com/rankbotai

    33 min

  7. OCT 1

    317. Turn AI Disruption into Agency Opportunity, with Leslie Carruthers

    Today on The Innovative Agency Podcast, Sharon Toerek is joined by Leslie Carruthers, Founder of The Search Guru, for a conversation that every agency leader needs to hear right now. Generative AI isn't just a shiny new tool, it's rewriting the rules of search, visibility, and how clients find their next partner. If you've seen your organic traffic slide or you're struggling with how to guide clients through this AI-driven shift, this episode is for you. Leslie brings decades of search expertise and lays out exactly what's at stake for agencies today, along with the bold moves that can turn disruption into opportunity. From navigating traffic declines to rethinking your agency's value proposition, Leslie shares practical steps to help you stay relevant, profitable, and positioned to thrive in a rapidly changing landscape. What you will learn in this episode:  Why AI is causing dramatic drops in organic and paid traffic, and what agencies can do to respond How "findability" and SEO are evolving in the era of LLMs, generative engines, and answer-based search What agency leaders should be teaching clients about getting cited and discovered by AI-driven platforms The critical importance of brand originality, multimodal content, and strategic thought leadership How agencies should rethink pricing, value, and positioning in light of AI-powered content creation Where human expertise and insight remain indispensable Smart ways to experiment with AI tools, agents, and workflow automation Bio Leslie Carruthers is the Founder and President of The Search Guru, a digital marketing agency helping B2B enterprises drive measurable growth. With over 25 years of experience, she is a recognized expert in AI-driven marketing, SEO, and conversion optimization. A graduate of Ohio University's E.W. Scripps School of Journalism, Leslie has trained, consulted for, and executed strategies for startups to Fortune 500 companies. A sought-after speaker, she has presented at Content Marketing World, MAICON, SMX, eTail, and the Direct Marketing Association, delivering actionable insights on AI in marketing, search evolution, and data-driven decision-making. Named a Top 50 Content Marketing Influencer (2018) and one of the Top Women in SEO (2012), Leslie blends technical expertise with strategic vision. Her agency specializes in navigating complex sales cycles, leveraging AI to drive leads and revenue while maximizing ROI in an evolving digital landscape. Resources: Website: https://thesearchguru.com/ LinkedIn Personal: https://www.linkedin.com/in/lesliecarruthers/ LinkedIn Business: https://www.linkedin.com/company/thesearchguru/ X: https://twitter.com/TheSearchGuru

    38 min

  8. SEP 24

    316. Partnerships that End Churn, with Justin Rashidi

    On this episode of The Innovative Agency Podcast Sharon Toerek chats with Justin Rashidi, co-founder of SeedX, for a no-fluff conversation about one of the toughest challenges every agency faces: client churn. Justin brings a candid, inside look at why expectations so often fall apart between agencies and clients and what to do about it before the relationship unravels. From spotting red flags early, to setting crystal-clear metrics, to redefining what true partnership really looks like, Justin shares practical lessons agencies can put to work right now. This conversation also digs into why the gap between marketing and sales alignment quietly sabotages long-term growth. If you've ever wondered how to spot and avoid the pitfalls that derail agency success, this episode delivers unfiltered insights. What you will learn in this episode:  How to identify and avoid red flags in new client relationships before they put your agency's stability at risk How elite agencies foster true partnership roles instead of remaining just a vendor Practical ways to set (and reset) client expectations around metrics, performance, and evolving goals Why aligning your agency's work with clients' revenue targets creates longevity, and where agencies most often get tripped up Why agencies should invest in strategic thinking as execution becomes increasingly automated through AI What recurring revenue and contract expansion reveal about agency health and stability Bio Justin Rashidi is the Co-Founder and Chief Strategy Officer at SeedX, a data-driven marketing and business consultancy. With a scientific and engineering background, Justin brings a unique analytical perspective to marketing strategy that differentiates him from traditional marketers who often begin with copywriting or creative skills. Under his strategic leadership, SeedX has served over 153 companies from medium to enterprise scale and helped generate over a billion dollars in revenue for clients. Resources: Website: https://seedx.us/ LinkedIn Personal: https://www.linkedin.com/in/justin-rashidi/ LinkedIn Business: https://www.linkedin.com/company/seedx-inc/

    35 min
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5
out of 5
33 Ratings

About

The Innovative Agency is a podcast that exists to help marketing agency leaders answer the question: "What's Next?". How are agencies staying on the cutting edge of marketing trends? How are they adapting their businesses to meet new business challenges in the agency world? Hosted by marketing law and intellectual property lawyer Sharon Toerek, we'll talk with agencies who are at the cutting edge of innovation and industry experts who have a front row seat to the practice of innovation in today's marketing, communications and creative agencies. The goal is to help listeners learn to look around the corner to spot their next opportunity. Sharon will share her expertise along the way about how to legally protect your agency's assets, and how to turn your agency's innovation into cash.

Information

  • Creator
    Sharon Toerek
  • Years Active
    2018 - 2025
  • Episodes
    298
  • Rating
    Clean
  • Copyright
    © All rights reserved.
  • Show Website
    The Innovative Agency

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