Roetzer The Marketing Performance Blueprint

Strategies and Technologies to Build and Measure Business Success
1. Auflage 2014
ISBN: 978-1-118-88358-7
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

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

Discover what's possible when the art and science of marketingcollide
The Marketing Performance Blueprint is an actionable andinnovative guide to unlocking your potential as a marketer andaccelerating success for your business. With an eye toward themarketing industry's rapid evolution, this book focuses on theprocesses, technologies, and strategies that are redefining themarketing environment. Step by step, you will learn how to buildperformance-driven organizations that exceed ROI expectations andoutpace the competition. Companies are demanding a more technical,scientific approach to marketing, and this guide provides the keyinformation that helps marketing professionals choose the righttools and recruit the right talent to more effectively build brand,generate leads, convert sales, and increase customer loyalty.
Marketers are facing increased pressure to connect every dollarspent to bottom-line results. As the industry advances, thetremendous gaps in talent, technology, and strategy leave manyprofessionals underprepared and underperforming. The MarketingPerformance Blueprint helps bridge those gaps:
* Align marketing talent, technology, and strategy to reachperformance goals
* Drive digital marketing transformation within yourorganization
* Recruit, train, and retain a modern marketing team
* Propel growth through digital-savvy marketing agencypartners
* Adapt more quickly to marketing technology advancements
* Create connected customer experiences
* Turn marketing data into intelligence, and intelligence intoaction
* Devise integrated marketing strategies that deliver realbusiness results
The marketers who will redefine the industry in the comingmonths and years will never stop challenging conventional knowledgeand solutions. Whether in terms of evolved talent, advancedtechnology, or more intelligent and integrated strategies, thesedriven professionals will be in demand as the pioneers of the newmarketing era. The Marketing Performance Blueprint helpsmarketers blaze a trail of their own by providing a roadmap tosuccess.

Autoren/Hrsg.

Roetzer, Paul

Inhaltsverzeichnis

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

Über Autor(innen)

PAUL ROETZER is founder and CEO of PR 20/20, aCleveland-based inbound marketing agency. PR 20/20 was the originalfirm in HubSpot's certified Agency Partner program, which nowincludes more than 1,500 agencies worldwide. Roetzer's firstbook, The Marketing Agency Blueprint (John Wiley & Sons,2012), serves as a guide for building tech-savvy, hybrid marketingagencies.
A graduate of Ohio University's E.W. Scripps School ofJournalism, Roetzer has consulted for hundreds of organizations,from startups to Fortune 500 companies, and been recognized bySmart Business as an Innovation in Business Rising Star. Heis the creator of Marketing Agency Insider and Marketing Score; aregular contributor to leading marketing industry blogs; and afrequent speaker on the topics of agency management, contentmarketing, inbound marketing, marketing measurement andperformance, public relations, social media, and strategy.