In this episode of Hubstaff’s Agency Advantage Podcast, we’re talking with Paul Roetzer of PR 20/20, who shares the importance of developing your own unique intellectual property.

In the year that I’ve been hosting this podcast, I’ve noticed a major difference in how big agencies market themselves compared to smaller agencies.

Whether it is a trademarked process or model they follow to produce consistent results, or books they’ve published laying out their methodology, the larger agencies almost always have developed unique intellectual property to help differentiate themselves from the competition. Smaller agencies tend to focus exclusively on the generic service itself.

Paul gives dozens of talks a year around the country, has published two books, and his agency has developed proprietary Marketing Score software (now they are even getting into AI). Today we dive into why it's so important to develop intellectual property, how the managed to build this portfolio of IP, and the results it has driven for his agency.

If you’re struggling to stand out from the crowd, this is the episode for you.