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

Overview

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 ...

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

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Overview

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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    May11_3/Marketing_Agency_1118131363_BB_059f9d4bd068dd3a251dfec65ba7fdf390f89cbe  

Product Details

  • ISBN-13: 9781118176887
  • Publisher: Wiley
  • Publication date: 11/29/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 240
  • Sales rank: 458,259
  • File size: 2 MB

Meet the Author

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.
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Table of Contents

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

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