The Duct Tape Marketing Podcast with Max Traylor
In this episode of the Duct Tape Marketing Podcast, I interviewed Max Traylor, consultant, author of The Agency Survival Guide, and host of Beers with Max. Max helps marketing agencies rethink their approach to agency growth by focusing on agency upselling, client retention, and long-term relationship strategies.
During our conversation, Max shared powerful insights on why agencies should move beyond constantly chasing new clients and instead focus on cross-selling strategies and client upsell tactics to generate sustainable agency revenue. From the dangers of relying too heavily on retainer agreements to the benefits of project-based pricing and strategic marketing leadership, Max explains why aligning with clients’ business objectives is the key to profitable, long-term success in today’s fast-evolving digital agency landscape.
Key Takeaways:
- Successful agency growth relies more on deepening client relationships than constantly pursuing new clients.
- Agency upselling and cross-selling strategies should be treated as core parts of the agency sales process, not afterthoughts.
- Agencies should focus on providing marketing leadership services to guide small business marketing strategies, especially when internal leadership is lacking.
- Retainers often lead to scope creep and reduced agency profitability — project-based pricing offers better control and margins.
- Agencies that shift from transactional services to strategic marketing advisory roles build stronger, more resilient businesses.
- Regular client check-ins, focused on business goals rather than marketing metrics, unlock new opportunities for client upsell tactics.
- Pricing confidently — and aligning agency pricing strategies with value provided — helps agencies avoid the race to the bottom.
Chapters:
- [00:09] Introducing Max Traylor
- [01:29] Are Agencies in Trouble?
- [04:25] Leadership is Missing
- [07:00] Growing Revenue with Current Clients
- [11:46] Are Retainers the Right Way To Go?
- [15:36] Productizing Your Services
- [18:01] Advice on Starting a Consulting Service Today
More About Max Traylor:
