The Marketing Agency Blueprint (PDF)
The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
(Sprache: Englisch)
Build a disruptive marketing agency for the modern age
The marketing services industry is on the cusp of a truly
transformational period. The old guard, rooted in tradition and
resistant to change, will fall and new leaders will emerge....
The marketing services industry is on the cusp of a truly
transformational period. The old guard, rooted in tradition and
resistant to change, will fall and new leaders will emerge....
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Build a disruptive marketing agency for the modern age
The marketing services industry is on the cusp of a truly
transformational period. The old guard, rooted in tradition and
resistant to change, will fall and new leaders will emerge. Hybrid
marketing agencies that are more nimble, tech savvy, and
collaborative will redefine the industry. Digital services will be
engrained into the DNA and blended with traditional methods for
integrated campaigns. The depth, versatility, and drive of their
talent will be the cornerstones of organizations that pursue a
higher purpose. The Marketing Agency Blueprint is a
practical and candid guide that presents ten rules for building
such a hybrid agency.
The new marketing agency model will create and nurture diverse
recurring revenue streams through a mix of services, consulting,
training, education, publishing, and software sales. It will use
efficiency and productivity, not billable hours, as the essential
drivers of profitability. Its value and success will be measured by
outcomes, not outputs. Its strength and stability will depend on a
willingness to be in a perpetual state of change, and an ability to
execute and adapt faster than competitors. The Marketing Agency
Blueprint demonstrates how to:
* Generate more qualified leads, win clients with set pricing and
service packages, and secure more long-term retainers
* Develop highly efficient management systems and more effective
account teams
* Deliver greater results and value to clients
This is the future of the marketing services industry. A future
defined and led by underdogs and innovators. You have the
opportunity to be at the forefront of the transformation.
The marketing services industry is on the cusp of a truly
transformational period. The old guard, rooted in tradition and
resistant to change, will fall and new leaders will emerge. Hybrid
marketing agencies that are more nimble, tech savvy, and
collaborative will redefine the industry. Digital services will be
engrained into the DNA and blended with traditional methods for
integrated campaigns. The depth, versatility, and drive of their
talent will be the cornerstones of organizations that pursue a
higher purpose. The Marketing Agency Blueprint is a
practical and candid guide that presents ten rules for building
such a hybrid agency.
The new marketing agency model will create and nurture diverse
recurring revenue streams through a mix of services, consulting,
training, education, publishing, and software sales. It will use
efficiency and productivity, not billable hours, as the essential
drivers of profitability. Its value and success will be measured by
outcomes, not outputs. Its strength and stability will depend on a
willingness to be in a perpetual state of change, and an ability to
execute and adapt faster than competitors. The Marketing Agency
Blueprint demonstrates how to:
* Generate more qualified leads, win clients with set pricing and
service packages, and secure more long-term retainers
* Develop highly efficient management systems and more effective
account teams
* Deliver greater results and value to clients
This is the future of the marketing services industry. A future
defined and led by underdogs and innovators. You have the
opportunity to be at the forefront of the transformation.
Inhaltsverzeichnis zu „The Marketing Agency Blueprint (PDF)“
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
... mehr
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
... weniger
Autoren-Porträt von Paul Roetzer
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.
Bibliographische Angaben
- Autor: Paul Roetzer
- 2011, 1. Auflage, 256 Seiten, Englisch
- Verlag: John Wiley & Sons
- ISBN-10: 1118176901
- ISBN-13: 9781118176900
- Erscheinungsdatum: 16.11.2011
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- Grösse: 4.46 MB
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