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The Marketing Agency Blueprint : The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms by Paul Roetzer (2011, Hardcover)

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praise for the marketing agency blueprint "It's time for a new type of agency, one built to take advantage of the communications revolution, one that helps companies get in front of buyers when they are ready and eager to engage. In his engaging The Marketing Agency Blueprint, Paul Roetzer shows you how to transform your firm to thrive in the real-time world we live in today." David Meerman Scott, bestselling author of The New Rules of Marketing & PR "The Marketing Agency Blueprint is a practical, insider's guide that should berequired reading for anyone building the next-generation marketing services firm." Dharmesh Shah, cofounder and CTO, HubSpot "The Marketing Agency Blueprint is a must-read for any group or individual providing marketing services to clients." Joe Pulizzi, founder, Content Marketing Institute "Inbound marketing ranks among the most powerful, quiet trends of the last decade. Paul has experienced this change firsthand and writes eloquently and actionably on how marketers and businesses of all stripes can earn amazing returns by investing in the channels of search, social, and content." Rand Fishkin, CEO, SEOmoz "If your goal is not just to survive, but to thrive and gain a competitive advantage inthe midst of new media realities, this may just become your new marketing bible." Dustin S. Klein, publisher and executive editor, Smart Business Magazine and Events; coauthor and contributing editor, The Benevolent Dictator "What Roetzer presents in The Marketing Agency Blueprint is the future of the marketing services industry." Kenneth Paine, a PR 20/20 client, CEO, Industrial Heat Sources and Hy-Tech Products "Roetzer champions marketing as an evolving discipline where value creation is the basis of success. His book is a seminal view of how marketing services can and will be delivered in the future. It is a must-read for the next generation of marketing professionals and the customers they serve." Gary Christy, a PR 20/20 client, Brand Leader, Westfield Insurance

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1118131363
ISBN-13
9781118131367
eBay Product ID (ePID)
109094843

Product Key Features

Book Title
Marketing Agency Blueprint : The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
Author
Paul Roetzer
Format
Hardcover
Language
English
Topic
Marketing / General
Publication Year
2011
Genre
Business & Economics
Number of Pages
256 Pages

Dimensions

Item Length
8.9in
Item Height
1.3in
Item Width
5.9in
Item Weight
15.2 Oz

Additional Product Features

Lc Classification Number
Hf5415.R5665 2011
Table of Content
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 MarketingAgencyInsider.com 211 Notes 213 About the Author 219 Index 221
Copyright Date
2012
Lccn
2011-032163
Dewey Decimal
658.8
Intended Audience
Trade
Dewey Edition
23
Illustrated
Yes

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