The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms

293 Pages·2011·2.07 MB·English

by  Paul Roetzer

Contents

Cover

Blackwell Ancient Religions

Title Page

Copyright

Dedication

Foreword

Acknowledgements

Introduction

The Origin

The Opportunity to Emerge

Causes for Change

Accelerating Transformation

The Value Imperative

Chapter 1: Eliminate Billable Hours

Disrupt or Be Disrupted

A Broken System

The Power of Transparency

The Move to Standardized Services and Set Pricing
Value-Based Pricing

Focus on Recurring Revenue

Chapter 2: Transform into a Hybrid

Every Firm Is A Tech Firm

Meet the Demand for Digital Services

Understand Your Role in the Ecosystem

The Art of Outsourcing and Collaboration

Diversify Your Revenue Streams

Chapter 3: Think Talent and Team

Great Teams Finish First

A Players, the Draft, and Free Agency

Hire, Retain, and Advance Hybrid Professionals

Talent Evaluation and Professional Reviews

Leaders Must Lead: The LeBron James Parable

Chapter 4: Build a Scalable Infrastructure

Make Decisions That Fit Your Growth Goals

Intro to Infrastructure

The 20/20 Standard

The Realities of Costs, Funding, and Cash Flow

Agility, Mobility, and the Cloud

Chapter 5: Devise an Inbound Marketing GamePlan

The Shift to Inbound Marketing

Origins of the Inbound Marketing GamePlan

The Foundation: Brand and Website
Audiences: Segment and Prioritize

Objectives: Set Your Success Factors

SEO Tip

Measurement Tip

Influencer Tip

Branding Tip

Strategies and Tactics: Take an Integrated Approach

Sample Blog Post Abstract

Does Inbound Marketing Really Work for Agencies?

Chapter 6: Control the Sales Funnel

Agency Sales System Essentials

People, Tools, and Processes

Understanding the Buying Cycle

Lead Generation

Prospects and Lead Nurturing

Conversions and Transitions

Chapter 7: Commit to Clients

Build Relationships and Loyalty

The Significance of Systems

Prioritizing and Evaluating Accounts

The Marketing Consultant Laws

Chapter 8: Deliver Results

Become Measurement Geeks

Use Analytics to Adapt

Activate Builders and Drivers

Unplug to Excel
Chapter 9: Embrace Failure

If Your Model Is Broke, Fix It

The Disruptor Advantage

The Traditionalist Opportunity

Failing Forward: The Return and Revenge of Steve Jobs

Spend Less Time Planning, More Time Doing

Chapter 10: Pursue Purpose

Stand for Something

The Purpose Pyramid: A New Planning Paradigm

Fate, Destiny, and the Business of Life

Conclusion

The Transformation

Core Concepts

Resources

Visit MarketingAgencyInsider.com

Notes

About the Author

Index

Praise for The Marketing Agency Blueprint

“When I was a Marketing VP, I paid a PR agency, an ad agency, and a digital
agency. Each one focused on building long-term campaigns that targeted my
company's prospects and interrupted them to pay attention to a message. I would
not hire those agencies today. In the always-on 24/7 world of the web, buyers
use search engines and social media to look for products themselves and at their
convenience. At the same time, the lines between PR and marketing have blurred
to be unrecognizable. 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
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
“It's about time. There have been countless websites, books, and events for
marketers to adapt to the current marketing revolution, but never one for
agencies and service providers. Well, this is it. The Marketing Agency Blueprint
is a must-read for any group or individual providing marketing services to
clients.”

–Joe Pulizzi,
Founder, Content Marketing Institute
“Paul Roetzer's The Marketing Agency Blueprint paints a clear picture for the
inevitable transformation of twenty-first century marketers, and then lays out a
succinct roadmap for others to follow. If your goal is not just to survive, but to
thrive and gain a competitive advantage in the midst of new media realities, this
may just become your new marketing bible.”

–Dustin S. Klein,
Publisher and executive editor,
Smart Business Magazines & Events;
Coauthor/contributing editor,
The Benevolent Dictator
“I've worked with Paul for more than 10 years, and am continually impressed
with his vision and drive. My faith in him and his agency led me to take a risk
and evolve my marketing efforts. I am an old-school numbers guy, and the proof
is in the results. What Roetzer presents in The Marketing Agency Blueprint is the
future of the marketing services industry.”

–Kenneth Paine,
CEO, Industrial Heat Sources and Hy-Tech Products
“Marketing has gone through a massive transformation. This creates a
significant opportunity for agencies. Millions of organizations need help in
navigating these new, fast-moving waters. The Marketing Agency Blueprint is a
practical, insider's guide that should be required reading for anyone building the
next-generation marketing services firm.”

–Dharmesh Shah,
Cofounder and CTO, HubSpot
“Inbound marketing ranks among the most powerful, quiet trends of the last
decade. Paul's 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
“Paul Roetzer is a young lion of marketing who realized early on how
technology and new media make the traditional agency model as dated as an
episode from Mad Men. Roetzer champions marketing as an evolving discipline
where value creation is the basis of success. He sees modern marketing as a
marriage of talent and analytics. The result is cost-effective delivery of great
marketing that can level the playing field between large and small competitors.
His ideas are proven through practical application in the marketing agency he
founded. Roetzer's 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,
Brand Leader, Westfield Insurance
Copyright©2012 by Paul Roetzer. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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