Why We Have a Yearly State of the Agency Check-In (And How You Can Run Your Own) + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our February 7, 2025 issue. If you’d like to receive Field Tips, subscribe here.
Every year, we take a step back to reflect, realign and re-energize. Monday was our State of the Agency meeting – our annual deep dive into what makes Responsory tick and how we can keep growing.
This year’s theme? Communication. We talked about our brand, our processes and how we can be more proactive partners to our clients. Since our team is remote/hybrid, it was also a great chance to connect in person. Because when we connect, we grow. And when we grow, everyone wins.
As a business owner, I see this annual check-in as an essential way to ensure every person on our team has a voice and a stake in our success. If you’re thinking of running your own State Of meeting, here are a few takeaways to help make it effective:
- Set a Clear Focus: What do you want your team (or audience) to walk away with? For us, it was all about communication and collaboration.
- Make It Interactive: Encourage open discussion. Give people a voice in shaping the future of your company.
- Celebrate Wins & Face Challenges Head-On: Acknowledge what’s working and where there’s room to improve. Transparency builds trust.
- End with Action: Leave your team with clear next steps. How will these insights shape what’s next?
If you’ve run a similar meeting or are thinking about it, I’d love to hear your approach. Let’s keep the conversation going!
Google Updates Guidelines for AI Content
WHAT’S HAPPENING. Google just updated its Search Quality Rater Guidelines to crack down on low-quality AI-generated content. The new rules explain what generative AI is and warn against using it to flood the internet with junk pages. If AI is used to mass-produce content without real value, Google labels it as “scaled content abuse” and ranks it at the lowest quality level.
WHY IT MATTERS. This update is a great reminder that quality will always outperform quantity. Pumping out tons of AI-written pages without adding unique insights or real value can hurt your rankings. The key takeaway? Use AI wisely to enhance content, not just to churn it out.
Fewer Clicks, More AI: How Google Search Is Changing
WHAT’S HAPPENING. A new study found that both organic and paid click-through rates (CTRs) on Google are dropping. When AI Overviews appeared in search results, organic CTRs fell from 1.41% to just 0.64% in a year. But when AI Overviews weren’t there, organic clicks actually increased. Paid ads, on the other hand, saw a decline no matter what. The good news? Brands that showed up in AI Overviews got a boost in both organic and paid clicks.
WHY IT MATTERS. Google’s AI Overviews are changing how people interact with search results, and fewer clicks mean less traffic for businesses relying on search. If your brand isn’t showing up in these AI summaries, you could be missing out. Marketers need to rethink SEO and paid strategies to stay visible in this shifting search landscape.
DeepSeek’s Affordable AI Could Revolutionize Marketing
WHAT’S HAPPENING. DeepSeek AI has introduced a groundbreaking model that operates at less than a tenth of current industry costs, promising to revolutionize marketing strategies. This new AI model makes advanced artificial intelligence more affordable and accessible, enabling organizations to enhance customer engagement and optimize campaigns without significant financial constraints.
WHY IT MATTERS. DeepSeek AI is making powerful AI tools more affordable, which could shake up marketing in a big way. Smaller businesses can now use the same high-tech strategies as big brands, leveling the playing field. This means more creative, personalized marketing for everyone – but it also raises new challenges. With AI everywhere, marketers need to stay on top of data privacy and ethical concerns to keep customer trust strong.
More To Explore
6 AI Agents That Are So Good, They Feel Illegal
These six AI agents—from Replit AI for coding to SEO Bot for traffic growth—can automate tasks, boost efficiency and help you stay ahead in your industry. Check out the full list on Medium!
B2B Marketers Double Down on AI and Social Media in 2025
With 60% of B2B marketers increasing investments in AI tools and social media ads, 2025 is all about smarter automation and deeper audience connections. Get the full breakdown on eMarketer.
How Budget Talks Save Time, Money and Your Sanity
Marketing budget talks don’t have to be awkward—clear discussions save time, maximize impact and prevent surprises, ensuring agencies can tailor strategies to your goals. Get practical tips for smoother budget planning from Responsory.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
