PAUL ROETZER is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency. PR 20/20 was the original firm in HubSpot's certified Agency Partner program, which now includes more than 1,500 agencies worldwide. Roetzer's first book, The Marketing Agency Blueprint (John Wiley & Sons, 2012), serves as a guide for building tech-savvy, hybrid marketing agencies. A graduate of Ohio University's E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies, and been recognized by Smart Business as an Innovation in Business Rising Star. He is the creator of Marketing Agency Insider and Marketing Score; a regular contributor to leading marketing industry blogs; and a frequent speaker on the topics of agency management, content marketing, inbound marketing, marketing measurement and performance, public relations, social media, and strategy.

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• Foreword Dharmesh Shah xiAcknowledgments xvIntroduction xviiSection I The BackstoryChapter 1 Mind the Gaps 3The Marketing Talent Gap 3The Marketing Technology Gap 6The Marketing Strategy Gap 9The Marketing Performance Gap 14Chapter 2 Commit to Digital Transformation 17Adoption and Adaptation 17Obstacles to Evolution 18The Exposed Brand 23Section II Marketing TalentChapter 3 Build a Modern Marketing Team 31A Talent War Has Begun 31Rise of the Hybrids 44The Science of Recruiting 46Chapter 4 Construct an Internal Marketing Academy 53Keeping Pace or Falling Behind? 53The Role of Online Education 56An Internal Academy Model 59Chapter 5 Propel Growth through Agency Partners 69The Marketing Agency Ecosystem 69Finding Your Match 70Managing the Outsourced Team 76Section III Marketing TechnologyChapter 6 Create a Connected Customer Experience 87It Is Their Journey, Not Yours 87The Impact of Automation 88Algorithms and Artificial Intelligence 92Origins of the Intelligence Engine 96Let’s Get Contextual 98Chapter 7 Manage the Marketing Technology Matrix 107Into the Cloud 107Brinker’s Marketing Technology Landscape 109Map Your Marketing Technology Strategy 112Core Technologies Snapshot 116Section IV Marketing StrategyChapter 8 Perform a Marketing Assessment 127Potential for Success 127The Marketing Score Model 130Business and Marketing Cores 135The Strategy Gateway 142Chapter 9 Develop a Marketing Scorecard 147Metrics That Matter 147Getting Started with Google Analytics 158Automate and Visualize Intelligence 164Chapter 10 Strategize a Marketing Game Plan 167e3 Model Snapshot 167Evaluate 168Establish 170Execute 191Conclusion 195Resources 207Notes 209About the Author 219Index 221

PAUL ROETZER is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency. PR 20/20 was the original firm in HubSpot's certified Agency Partner program, which now includes more than 1,500 agencies worldwide. Roetzer's first book, The Marketing Agency Blueprint (John Wiley & Sons, 2012), serves as a guide for building tech-savvy, hybrid marketing agencies. A graduate of Ohio University's E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies, and been recognized by Smart Business as an Innovation in Business Rising Star. He is the creator of Marketing Agency Insider and Marketing Score; a regular contributor to leading marketing industry blogs; and a frequent speaker on the topics of agency management, content marketing, inbound marketing, marketing measurement and performance, public relations, social media, and strategy.

Select Guide Rating

• Foreword Dharmesh Shah xiAcknowledgments xvIntroduction xviiSection I The BackstoryChapter 1 Mind the Gaps 3The Marketing Talent Gap 3The Marketing Technology Gap 6The Marketing Strategy Gap 9The Marketing Performance Gap 14Chapter 2 Commit to Digital Transformation 17Adoption and Adaptation 17Obstacles to Evolution 18The Exposed Brand 23Section II Marketing TalentChapter 3 Build a Modern Marketing Team 31A Talent War Has Begun 31Rise of the Hybrids 44The Science of Recruiting 46Chapter 4 Construct an Internal Marketing Academy 53Keeping Pace or Falling Behind? 53The Role of Online Education 56An Internal Academy Model 59Chapter 5 Propel Growth through Agency Partners 69The Marketing Agency Ecosystem 69Finding Your Match 70Managing the Outsourced Team 76Section III Marketing TechnologyChapter 6 Create a Connected Customer Experience 87It Is Their Journey, Not Yours 87The Impact of Automation 88Algorithms and Artificial Intelligence 92Origins of the Intelligence Engine 96Let’s Get Contextual 98Chapter 7 Manage the Marketing Technology Matrix 107Into the Cloud 107Brinker’s Marketing Technology Landscape 109Map Your Marketing Technology Strategy 112Core Technologies Snapshot 116Section IV Marketing StrategyChapter 8 Perform a Marketing Assessment 127Potential for Success 127The Marketing Score Model 130Business and Marketing Cores 135The Strategy Gateway 142Chapter 9 Develop a Marketing Scorecard 147Metrics That Matter 147Getting Started with Google Analytics 158Automate and Visualize Intelligence 164Chapter 10 Strategize a Marketing Game Plan 167e3 Model Snapshot 167Evaluate 168Establish 170Execute 191Conclusion 195Resources 207Notes 209About the Author 219Index 221