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The Secret to Surviving AI: Why Soft Skills and Real Partnerships Always Win with Ben Childs| Ep #856

The Secret to Surviving AI: Why Soft Skills and Real Partnerships Always Win with Ben Childs| Ep #856

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 Would you like access to our advanced agency training for FREE? https://www.agencymastery360.com/training If you're one of the many owners concerned that AI will end the agency model, what are you doing to stay relevant? How are you building lasting relationships that help clients see your value beyond executing tasks? Artificial intelligence, automation, and enterprise-level change have everyone in the agency world wondering what's next. However, agencies have managed to stay relevant with past technological disruptions and the answer has always been: you need to adapt. Today's featured guest has scaled his business through seven iterations for over fourteen years by being willing to adapt to change, and the AI era is no exception. He'll unpack how agencies can stay relevant when technology, data, and client expectations are evolving faster than ever. He also talks about the importance of partnership-based client relationships and why soft skills (not just smart systems) are the real differentiator in the next decade. Ben Childs is the President of Digital Reach, a full-stack B2B marketing consultancy serving SaaS, cybersecurity, AI, and data-driven technology clients. With deep expertise in paid media, SEO, RevOps, and digital experience, Ben's team helps enterprise companies integrate their marketing, data, and operations to drive real revenue growth. Since launching in 2011, Digital Reach has evolved through multiple "versions" as it adapted to the changing marketing landscape, becoming one of the most respected players in modern B2B marketing. In this episode, we'll discuss: The soft skills edge that outperforms AI. Why you should start running toward the problem. The power of in-person connections in a remote-forward industry. Subscribe Apple | Spotify | iHeart Radio Sponsors and Resources This episode is brought to you by Wix Studio: If you're leveling up your team and your client experience, your site builder should keep up too. That's why successful agencies use Wix Studio — built to adapt the way your agency does: AI-powered site mapping, responsive design, flexible workflows, and scalable CMS tools so you spend less on plugins and more on growth. Ready to design faster and smarter? Go to wix.com/studio to get started. How Agencies Can Stay Relevant in AI Revolution At a recent Ad Week event, Ben heard a fellow agency leader predict that all agencies would be "dead in two years" because of AI. Her point: enterprise companies are developing their own language models and internal data systems, cutting agencies out of the picture. Ben does admit this is true. However, his outlook is more optimistic, seeing several possible solutions. Should agencies be partnering with third-party data providers? Should they adjust their skill set? In his view, the need for strategic expertise and technical problem-solving won't disappear anytime soon. The agencies that thrive will be those who adapt to new tools while deepening their human value—helping clients navigate complexity, not just execute tasks. "The reality," Ben explains, "is that hiring people to help you solve hard problems isn't going away. Business is always changing, and that's a huge opportunity for agency owners willing to think and integrate, not panic." Why Soft Skills Outperform AI in the Agency World As agencies evolve, the differentiator isn't going to be who can use AI faster, it's who can understand and support people better. When it comes to enterprise clients, marketing execution has become table stakes. What truly sets a great agency apart is the ability to navigate organizational politics, manage internal friction, and act as a trusted advisor inside complex companies. "We're armchair psychologists half the time," he laughs. "Our clients know we're good at SEO or paid media. What they really need is someone who helps them get things approved, makes their life easier, and has their back when things get tough." Soft problems will never go away and, Ben argues, may even increase in value when the execution problems potentially become commoditized. Agencies that ignore human connection will lose, just like traditional firms that refused to go digital twenty years ago. In the end, the "people part" never goes out of style. Adapting Your Agency: Lessons from 7 Business Iterations Ben started Digital Reach in 2011 using his grandmother's dresser as a desk and charging $200 a month for Google Ads management. Since then, the agency has reinvented itself seven times—each evolution aligning to new markets, services, and technologies. From scrappy freelancer to B2B consultancy, Ben's philosophy has stayed the same: build, learn, and change before you're forced to. "We're on Digital Reach 7.0 in 14 years," he says. "We'll probably hit version 12.0 in the next ten. You can't just ride your old business idea into Valhalla. Some people will always be better at adapting, and that will never change." WhyPartnership (Not Performance)...
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