Welcome to the Agency Health Podcast, where we dig deeper into key agency topics – the what, why, and how – mining actionable insights to help build a better firm.

In this episode, Arlen chats with Mark O’Brien and Jake Goldman about the evolving realities of agency new business, marketing, and the strategic shifts agencies need to thrive in the next 2–3 years. From the dominance of LinkedIn to the increasing role of multi-channel content and human-centric strategies, this conversation is packed with practical perspective for agency leaders and marketers.

About Our Guests
Jake founded 10up in 2011 and grew it to over 300 people, serving clients like Salesforce, Hilton, Harvard, Disney and in 2023 merged with Fueled, where he continues to serve as a partner and vocal advocate for open platforms.

Mark is CEO of Newfangled, a consultancy that helps agencies build effective new business systems. Newfangled has been sharing their expertise for 3 decades through their newsletter, blog and speaking and has helped hundreds of agency clients reach their market.

Key Insights:

AI and Multi-Channel Strategy Shift
Jake explains that AI tools like ChatGPT and Perplexity have changed how prospects research solutions. Agencies need to combine LinkedIn, industry-specific directories, and direct outreach in a unified way to demonstrate relevance to LLMs and connect with clients actively seeking expertise across channels. (07:35)

Human-Focused Multimedia Content
Mark highlights that AI helps broaden reach, but it’s the agency’s authentic voice and expertise that make an impact. Long-form video, podcasts, and well-crafted articles remain vital for establishing credibility and trust. (15:05)

Specialization Drives Growth
Both guests agree agencies grow more effectively by focusing on a clearly defined niche. Spreading resources too thin diminishes impact; targeted expertise helps agencies stay relevant as markets and technologies evolve. (18:20)

SEO Diminishes, LinkedIn’s Dominance
Mark shares how LinkedIn remains the primary platform where agencies foster real, professional connections. SEO and email still support outreach efforts, but meaningful engagement on LinkedIn drives the most consistent results for agencies focused on relationship-building. (22:00)

Investing in Teams and Innovation
Jake stresses that innovation starts internally. Agencies that empower their teams to experiment, learn, and adopt AI technologies thoughtfully deliver better work and will maintain a competitive edge. (36:25)

Agility in a Shifting Economy
Mark points out that success depends on quickly understanding and adapting to broad changes—from globalization to evolving AI capabilities and remote work patterns—rather than reacting after the fact. (42:45)

Final Thought
The future favors agencies that combine human insight with strategic focus and smart AI use. This blend isn’t optional; it’s the foundation of sustainable growth in today’s dynamic environment.

References:

• Jake Goldman on LinkedIn
• Mark O’Brien on LinkedIn

Struggling with new business or want a sounding board for your strategy? Book a 15-minute chat with me — I'd be happy to be your thinking partner and help you gain clarity or spark new ideas.

Have questions, feedback, or guest suggestions for the show? We’d love to hear from you! Reach out at [email protected]

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