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

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

by Paul Roetzer


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

Build a disruptive marketing agency for the modern age

The marketing services industry is on the cusp of a trulytransformational period. The old guard, rooted in tradition andresistant to change, will fall and new leaders will emerge. Hybridmarketing agencies that are more nimble, tech savvy, andcollaborative will redefine the industry. Digital services will beengrained into the DNA and blended with traditional methods forintegrated campaigns. The depth, versatility, and drive of theirtalent will be the cornerstones of organizations that pursue ahigher purpose. The Marketing Agency Blueprint is apractical and candid guide that presents ten rules for buildingsuch a hybrid agency.

The new marketing agency model will create and nurture diverserecurring revenue streams through a mix of services, consulting,training, education, publishing, and software sales. It will useefficiency and productivity, not billable hours, as the essentialdrivers of profitability. Its value and success will be measured byoutcomes, not outputs. Its strength and stability will depend on awillingness to be in a perpetual state of change, and an ability toexecute and adapt faster than competitors. The Marketing AgencyBlueprint demonstrates how to:

  • Generate more qualified leads, win clients with set pricing andservice packages, and secure more long-term retainers
  • Develop highly efficient management systems and more effectiveaccount teams
  • Deliver greater results and value to clients

This is the future of the marketing services industry. A futuredefined and led by underdogs and innovators. You have theopportunity to be at the forefront of the transformation.

Product Details

ISBN-13: 9781118131367
Publisher: Wiley
Publication date: 12/20/2011
Pages: 256
Sales rank: 967,448
Product dimensions: 6.20(w) x 9.10(h) x 1.00(d)

About 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

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 211

Notes 213

About the Author 219

Index 221

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