Roetzer The Marketing Agency Blueprint

The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms
1. Auflage 2011
ISBN: 978-1-118-17688-7
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 256 Seiten, E-Book

Build a disruptive marketing agency for the modern age
The marketing services industry is on the cusp of a trulytransformational period. The old guard, rooted in tradition andresistant to change, will fall and new leaders will emerge. Hybridmarketing agencies that are more nimble, tech savvy, andcollaborative will redefine the industry. Digital services will beengrained into the DNA and blended with traditional methods forintegrated campaigns. The depth, versatility, and drive of theirtalent will be the cornerstones of organizations that pursue ahigher purpose. The Marketing Agency Blueprint is apractical and candid guide that presents ten rules for buildingsuch a hybrid agency.
The new marketing agency model will create and nurture diverserecurring revenue streams through a mix of services, consulting,training, education, publishing, and software sales. It will useefficiency and productivity, not billable hours, as the essentialdrivers of profitability. Its value and success will be measured byoutcomes, not outputs. Its strength and stability will depend on awillingness to be in a perpetual state of change, and an ability toexecute and adapt faster than competitors. The Marketing AgencyBlueprint demonstrates how to:
* Generate more qualified leads, win clients with set pricing andservice packages, and secure more long-term retainers
* Develop highly efficient management systems and more effectiveaccount teams
* Deliver greater results and value to clients
This is the future of the marketing services industry. A futuredefined and led by underdogs and innovators. You have theopportunity to be at the forefront of the transformation.

Autoren/Hrsg.

Roetzer, Paul

Inhaltsverzeichnis

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

Über Autor(innen)

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.