Ep 14 - Perspective Over Demographics | Susan Baier
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In this episode of The Intangible Brand, Jerry and Carl sit down with Susan Baier, founder of Audience Audit, to explore how professional service firms can build stronger brands by understanding what their audiences actually believe, not just who they are on paper.
Su…
How To Build Trust To Grow Pipeline With Susan Baier
Our agency rainmaker of the week is Susan Baier. Susan Baier is the founder and CEO of research agency Audience Audit Inc., which helps agency owners, authors, speakers, and experts build their reputation and ROI with research. She’s worked in marketing strategy for nearly 40 years in agencies and…
Susan Baier: The Future of Agencies, AI, And The Importance of Being Relentlessly Helpful
#182: Starting 2026 with the awesome Susan Baier. Susan is the CEO and founder of Audience Audit. She helps small to mid-sized agencies create better marketing based on real insights into real attitudes of real people.
In this episode, Pat and Susan cover:
The future of agencies
The imp…
Episode 556 Key Insights from the 2026 Agency Edge Study with Susan Baier
Welcome to another insightful episode of Build a Better Agency! This time, host Drew McLellan teams up once again with research partner Susan Baier from Audience Audit to unpack the findings from the highly anticipated 2026 Agency EDGE study. Together, they examine how AI is impacting agencies and…
Why Saying No is the Key To Sustainable Growth and Profitability with Susan Baier
What if saying no is the most profitable decision you can make this year? On this episode of The CEO Shift, host Shawndel Spader sits down with Susan Baier to explore the mindset shifts, strategies, and leadership lessons that move CEOs from operator to visionary. About Susan Baier: Susan Baier is…
Ep 68: Agencies, AI, and Trust: What 1,000 Buyers Actually Said with Guest Susan Baier
Sarah sits down with Susan Baier, founder and CEO of Audience Audit, to unpack attitudinal segmentation, a research method that groups buyers by their beliefs rather than demographics or firmographics. Susan shares hot-off-the-press 2026 data from nearly 600 agency leaders and 400 clients, reveali…
EP 4: Agency Research Pioneer Susan Baier Uncovers Why Agencies Know the Playbook But Are Not Running the Plays
In the first three episodes of The In-Demand Agency Podcast, we explored the Authority-Demand Ecosystem, the Trust Bridge, and how proof helps your right-fit prospects move from admiring your expertise to choosing your agency. Today, we're taking that conversation into the data. Joining me is Susa…
EP 6: Predictive ROI CEO Stephen Woessner Pinpoints What Turns Trust Into Demand
A prospect can trust your agency…and still not take the next step. That gap between trust and action is where demand is either activated or lost. In this solocast, Predictive ROI CEO Stephen Woessner connects new research on AI-mediated B2B buying with the Heath brothers' work in Made to Stick and…
EP 7: Distinction Authority Scott McKain Shows How Agencies Become Unmistakably Valuable
Most agencies try to win by appearing different. But different is comparative. A prospect still places your agency beside the alternatives…compares the services…compares the claims…and compares the price. Scott McKain raises the standard. An In-Demand Agency makes its strategic value so clear, rel…
Can Being More Helpful Actually Make You More Successful? The Leadership Power of Trust | Olympic Minds - 49
What if one of the most powerful ways to build trust, influence, and lasting business relationships is to stop treating every interaction like a transaction?
In this episode, Sherry Winn explores the business and leadership power of being “relentlessly helpful” with Susan Baier, founder and CEO of…
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