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The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms

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en Limba Engleză Carte Hardback – 27 Jan 2012
praise for the marketing agency blueprint "It′s time for a new type of agency, one built to take advantage of the communications revolution, one that helps companies get in front of buyers when they are ready and eager to engage. In his engaging The Marketing Agency Blueprint, Paul Roetzer shows you how to transform your firm to thrive in the real–time world we live in today." David Meerman Scott, bestselling author of The New Rules of Marketing & PR
"The Marketing Agency Blueprint is a practical, insider′s guide that should berequired reading for anyone building the next–generation marketing services firm." Dharmesh Shah, cofounder and CTO, HubSpot
"The Marketing Agency Blueprint is a must–read for any group or individual providing marketing services to clients." Joe Pulizzi, founder, Content Marketing Institute
"Inbound marketing ranks among the most powerful, quiet trends of the last decade. Paul has experienced this change firsthand and writes eloquently and actionably on how marketers and businesses of all stripes can earn amazing returns by investing in the channels of search, social, and content." Rand Fishkin, CEO, SEOmoz
"If your goal is not just to survive, but to thrive and gain a competitive advantage inthe midst of new media realities, this may just become your new marketing bible." Dustin S. Klein, publisher and executive editor, Smart Business Magazine and Events; coauthor and contributing editor, The Benevolent Dictator
"What Roetzer presents in The Marketing Agency Blueprint is the future of the marketing services industry." Kenneth Paine, a PR 20/20 client, CEO, Industrial Heat Sources and Hy–Tech Products
"Roetzer champions marketing as an evolving discipline where value creation is the basis of success. His book is a seminal view of how marketing services can and will be delivered in the future. It is a must–read for the next generation of marketing professionals and the customers they serve." Gary Christy, a PR 20/20 client, Brand Leader, Westfield Insurance
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Specificații

ISBN-13: 9781118131367
ISBN-10: 1118131363
Pagini: 256
Ilustrații: Illustrations
Dimensiuni: 162 x 233 x 25 mm
Greutate: 0.44 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Textul de pe ultima copertă

praise for the marketing agency blueprint "It′s time for a new type of agency, one built to take advantage of the communications revolution, one that helps companies get in front of buyers when they are ready and eager to engage. In his engaging The Marketing Agency Blueprint, Paul Roetzer shows you how to transform your firm to thrive in the real–time world we live in today." David Meerman Scott, bestselling author of The New Rules of Marketing & PR
"The Marketing Agency Blueprint is a practical, insider′s guide that should berequired reading for anyone building the next–generation marketing services firm." Dharmesh Shah, cofounder and CTO, HubSpot
"The Marketing Agency Blueprint is a must–read for any group or individual providing marketing services to clients." Joe Pulizzi, founder, Content Marketing Institute
"Inbound marketing ranks among the most powerful, quiet trends of the last decade. Paul has experienced this change firsthand and writes eloquently and actionably on how marketers and businesses of all stripes can earn amazing returns by investing in the channels of search, social, and content." Rand Fishkin, CEO, SEOmoz
"If your goal is not just to survive, but to thrive and gain a competitive advantage inthe midst of new media realities, this may just become your new marketing bible." Dustin S. Klein, publisher and executive editor, Smart Business Magazine and Events; coauthor and contributing editor, The Benevolent Dictator
"What Roetzer presents in The Marketing Agency Blueprint is the future of the marketing services industry." Kenneth Paine, a PR 20/20 client, CEO, Industrial Heat Sources and Hy–Tech Products
"Roetzer champions marketing as an evolving discipline where value creation is the basis of success. His book is a seminal view of how marketing services can and will be delivered in the future. It is a must–read for the next generation of marketing professionals and the customers they serve." Gary Christy, a PR 20/20 client, Brand Leader, Westfield Insurance

Cuprins

Foreword Brian Halligan xiii Acknowledgments xvii
Introduction 1
The Origin 1
The Opportunity to Emerge 2
Causes for Change 2
Accelerating Transformation 4
The Value Imperative 5
Chapter 1 Eliminate Billable Hours 7
Disrupt or Be Disrupted 7
A Broken System 8
The Power of Transparency 14
The Move to Standardized Services and Set Pricing 15
Value–Based Pricing 15
Focus on Recurring Revenue 24
Chapter 2 Transform into a Hybrid 27
Every Firm Is a Tech Firm 27
Meet the Demand for Digital Services 34
Understand Your Role in the Ecosystem 38
The Art of Outsourcing and Collaboration 48
Diversify Your Revenue Streams 50
Chapter 3 Think Talent and Team 55
Great Teams Finish First 55
A Players, the Draft, and Free Agency 57
Hire, Retain, and Advance Hybrid Professionals 61
Talent Evaluation and Professional Reviews 72
Leaders Must Lead: The LeBron James Parable 75
Chapter 4 Build a Scalable Infrastructure 79
Make Decisions That Fit Your Growth Goals 79
The Realities of Costs, Funding, and Cash Flow 88
Agility, Mobility, and the Cloud 91
Chapter 5 Devise an Inbound Marketing GamePlan 95
The Shift to Inbound Marketing 95
Origins of the Inbound Marketing GamePlan 96
The Foundation: Brand and Website 99
Audiences: Segment and Prioritize 104
Objectives: Set Your Success Factors 107
Strategies and Tactics: Take an Integrated Approach 109
Does Inbound Marketing Really Work for Agencies? 116
Chapter 6 Control the Sales Funnel 121
Agency Sales System Essentials 121
People, Tools, and Processes 124
Understanding the Buying Cycle 135
Lead Generation 137
Prospects and Lead Nurturing 139
Conversions and Transitions 143
Chapter 7 Commit to Clients 147
Build Relationships and Loyalty 147
The Significance of Systems 152
Prioritizing and Evaluating Accounts 159
The Marketing Consultant Laws 161
Chapter 8 Deliver Results 165
Become Measurement Geeks 165
Use Analytics to Adapt 169
Activate Builders and Drivers 172
Unplug to Excel 180
Chapter 9 Embrace Failure 185
If Your Model Is Broke, Fix It 185
The Disruptor Advantage 186
The Traditionalist Opportunity 186
Spend Less Time Planning, More Time Doing 188
Chapter 10 Pursue Purpose 193
Stand for Something 193
The Purpose Pyramid: A New Planning Paradigm 194
Fate, Destiny, and the Business of Life 199
Conclusion 201
The Transformation 201
Core Concepts 202
Resources 211
Visit MarketingAgencyInsider.com 211
Notes 213
About the Author 219
Index 221

Notă biografică

PAUL ROETZER is the founder and CEO of PR 20/20, a Cleveland–based marketing agency specializing in public relations, content marketing, social media, and search marketing. Roetzer was featured in Inbound Marketing (Wiley), in which authors Brian Halligan and Dharmesh Shah describe how he transformed PR 20/20 into one of the fastest growing marketing agencies in the country. Smart Business named him an Innovation in Business Rising Star. He also wrote the popular ebook How to Build Your Inbound Marketing GamePlan, which is available for download at www.PR2020.com.