Marketing Agency Blueprint

The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms

Inbunden, Engelska, 2012

340 kr

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Beskrivning

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 retainersDevelop highly efficient management systems and more effective account teamsDeliver greater results and value to clientsThis 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.

Produktinformation

Utgivningsdatum:2012-01-27
Mått:156 x 235 x 25 mm
Vikt:436 g
Format:Inbunden
Språk:Engelska
Antal sidor:256
Förlag:John Wiley & Sons Inc
ISBN:9781118131367

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

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.

Innehållsförteckning

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