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The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms, by Paul Roetzer
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Build a disruptive marketing agency for the modern age
The marketing services industry is on the cusp of a truly transformational period. The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be engrained into the DNA and blended with traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency.
The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It will use efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors. The Marketing Agency Blueprint demonstrates how to:
- Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers
- Develop highly efficient management systems and more effective account teams
- Deliver greater results and value to clients
This is the future of the marketing services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.
- Sales Rank: #131097 in Books
- Brand: Roetzer, Paul
- Published on: 2011-12-20
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .91" w x 6.40" l, .96 pounds
- Binding: Hardcover
- 256 pages
From the Inside Flap
The marketing-services industry is on the cusp of a truly transformational period.
The old guard, rooted in tradition and resistant to change, will fall and new leaders will emerge. Hybrid marketing agencies that are more nimble, tech savvy, and collaborative will redefine the industry. Digital services will be ingrained into the DNA of every agency and blended with traditional methods to execute integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents 10 rules for building such a hybrid agency.
The new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. It willuse efficiency and productivity, not billable hours, as the essential drivers of profitability. Its value and success will be measured by outcomes, not outputs. Its strength and stability will depend on a willingness to be in a perpetual state of change, and an ability to execute and adapt faster than competitors.
The Marketing Agency Blueprint demonstrates how to: Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers Create diverse and recurring revenue streamsDevelop highly efficient managementsystems and more effective account teams Deliver greater results and value to clients, and win their loyalty
This is the future of the marketing-services industry. A future defined and led by underdogs and innovators. You have the opportunity to be at the forefront of the transformation.
From the Back Cover
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
About the Author
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.
Most helpful customer reviews
48 of 50 people found the following review helpful.
Not a blueprint for building a business
By Robert Jones
When I stumbled upon this book I was really excited. Finally, a book that would guide me through the steps of taking my one-man consulting business to the next level. Maybe my understanding of the word "blueprint" is wrong, but I thought this book was going to walk me through the steps of building a successful practice. Instead it preaches methodologies to practice once you actually have a business running with multiple employees. I imagine the advice in the book is helpful to those people - and having read the positive reviews it seems to have been - but I was left knowing no more about how to build a successful practice than when I picked the book up. The bottom line is that the title is misleading - or ambiguous at best.
48 of 52 people found the following review helpful.
This book is basically an ad for HubSpot
By Erik Sebellin-ross
Everything about this book screamed "buy me". Interesting ideas? Check. Best practices? Check. But it disappoints. Within pages you realize it is just a sales pitch for The HubSpot Way in disguise. This made me doubt absolutely everything it had to say, as I had to constantly weigh the potential for bias. Unless you want to become a HubSpot VAR, don't bother with this book.
15 of 17 people found the following review helpful.
The Marketing Agency Blueprint
By Tom B. Wiles
I was thrilled to receive the book and immediately skimmed through a couple of times before attacking the book as if I were a student and it was my textbook. The book could go into more detail and the main topics I was interested in, small business or start-up applications, non-traditional pr, SEO, online advertising, content for social media applictions and other web based topics were not mentioned or barely mentioned. My first thought is buyers remorse. maybe if I put the book down and walk away from it, I will be able to see the value that seems to be missing right now. Maybe I am missing something. If so, please feel free to let me know.
Tom
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