EP 2: Predictive ROI CSO Hannah Roth Reveals The Gap Between Being Admired and Being Chosen

[upbeat music] Over the past decade, we've had more than 1,200 conversations with CEOs, best-selling authors, and agency leaders, and here's what we're seeing.

Agencies that have built an authority position no longer struggle to be seen.

Instead, they struggled to activate latent demand.

Agency leaders have said to us, "It's exactly where we're sitting right now, authority without demand." So welcome to the In Demand Agency podcast, presented by Predictive ROI.

It's sparked by research from the Harvard Business Review, Edelman, Gallup, AgencyCorps, all showing that trust has moved upstream.

In today's marketplace, authority earns attention, yes, but demand is what turns attention into action.

Each episode deconstructs the science of demand from behavioral psychology, decision-making research, and the cross-industry strategies behind why and how B2B buyers make their decisions.

We interview the world's leading behavioral scientists, agency network leaders and strategists from industries far beyond ours, experts who are reshaping how demand works.

I'm your host, Steven Woessner, and in each episode, we'll translate their insights directly into the agency world.

And these conversations are now being heard by a community of over 30,000 agency owners and their teams.

[upbeat music] With me for today's episode is Hannah Roth, Chief Strategy Officer and my business partner here at Predictive ROI.

And Hannah spends her time in the field working alongside agency owners and their teams, studying what happens when an agency has done the hard work of building authority, but their prospects say things like, "Wow, these people are smart.

Wow, these people are helpful." But those same prospects are not saying, "Wow, these people can solve my problem.

Wow, I cannot lose them." And that gap between being admired and being chosen is what Hannah and I are going to be deconstructing today.

She calls it the authority demand ecosystem, and most agencies do not yet know it exists.

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