The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

by Paul Roetzer

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Product Details

ISBN-13: 9781118883433
Publisher: Wiley
Publication date: 08/11/2014
Pages: 256
Product dimensions: 6.10(w) x 9.10(h) x 1.00(d)

About the Author

PAUL ROETZER is founder and CEO of PR 20/20, aCleveland-based inbound marketing agency. PR 20/20 was the originalfirm in HubSpot’s certified Agency Partner program, which nowincludes more than 1,500 agencies worldwide. Roetzer’s firstbook, The Marketing Agency Blueprint (John Wiley & Sons,2012), serves as a guide for building tech-savvy, hybrid marketingagencies.

A graduate of Ohio University’s E.W. Scripps School ofJournalism, Roetzer has consulted for hundreds of organizations,from startups to Fortune 500 companies, and been recognized bySmart Business as an Innovation in Business Rising Star. Heis the creator of Marketing Agency Insider and Marketing Score; aregular contributor to leading marketing industry blogs; and afrequent speaker on the topics of agency management, contentmarketing, inbound marketing, marketing measurement andperformance, public relations, social media, and strategy.

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Table of Contents

Foreword Dharmesh Shah xi

Acknowledgments xv

Introduction xvii

SECTION I THE BACKSTORY

Chapter 1 Mind the Gaps 3

The Marketing Talent Gap 3

The Marketing Technology Gap 6

The Marketing Strategy Gap 9

The Marketing Performance Gap 14

Chapter 2 Commit to Digital Transformation 17

Adoption and Adaptation 17

Obstacles to Evolution 18

The Exposed Brand 23

SECTION II MARKETING TALENT

Chapter 3 Build a Modern Marketing Team 31

A Talent War Has Begun 31

Rise of the Hybrids 44

The Science of Recruiting 46

Chapter 4 Construct an Internal Marketing Academy 53

Keeping Pace or Falling Behind? 53

The Role of Online Education 56

An Internal Academy Model 59

Chapter 5 Propel Growth through Agency Partners 69

The Marketing Agency Ecosystem 69

Finding Your Match 70

Managing the Outsourced Team 76

SECTION III MARKETING TECHNOLOGY

Chapter 6 Create a Connected Customer Experience 87

It Is Their Journey, Not Yours 87

The Impact of Automation 88

Algorithms and Artificial Intelligence 92

Origins of the Intelligence Engine 96

Let’s Get Contextual 98

Chapter 7 Manage the Marketing Technology Matrix 107

Into the Cloud 107

Brinker’s Marketing Technology Landscape 109

Map Your Marketing Technology Strategy 112

Core Technologies Snapshot 116

SECTION IV MARKETING STRATEGY

Chapter 8 Perform a Marketing Assessment 127

Potential for Success 127

The Marketing Score Model 130

Business and Marketing Cores 135

The Strategy Gateway 142

Chapter 9 Develop a Marketing Scorecard 147

Metrics That Matter 147

Getting Started with Google Analytics 158

Automate and Visualize Intelligence 164

Chapter 10 Strategize a Marketing Game Plan 167

e3 Model Snapshot 167

Evaluate 168

Establish 170

Execute 191

Conclusion 195

Resources 207

Notes 209

About the Author 219

Index 221

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