The Marketing Agency Blueprint The Handbook

The marketing agency model is broken. Traditional firms are fighting to remain relevant by grasping for new services and techniques--such as social, mobile, SEO, and content--rather than focusing on what really matters: pricing structure, technology, staffing, infrastructure, processes, and purpose. We are now on the cusp of a truly transformational period in the marketing services industry and the successes of solutions such as crowdSPRING and the HubSpot Marketplace have proven demand for non-traditional platforms and services, specifically among the more than 27 million small businesses in the U.S. As a result, everything is changing: marketing budget allocations, agency pricing and service models, industry influencers, measurement methods, and software platforms. The agencies with the will and vision to adapt and evolve will rise, while many traditional PR, advertising, SEO and web development firms will become obsolete. As such, the book presents 10 rules for a new hybrid agency model designed to help firms disrupt and redefine the marketing services industry. The book is a practical and candid guide that shows agencies and consultants how to Build tech-savvy, hybrid firms Generate more qualified leads Win clients with set pricing and service packages. Secure more long-term retainers. Create diverse and recurring revenue streams Develop highly efficient management systems. Construct more effective account teams. Recruit and retain top talent. Deliver greater results and value to clients. Increase client loyalty

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.

Foreword	p. xiii
Acknowledgments	p. xvii
Introduction	p. 1
The Origin	p. 1
The Opportunity to Emerge	p. 2
Causes for Change	p. 2
Accelerating Transformation	p. 4
The Value Imperative	p. 5
Eliminate Billable Hours	p. 7
Disrupt or Be Disrupted	p. 7
A Broken System	p. 8
The Power of Transparency	p. 14
The Move to Standardized Services and Set Pricing	p. 15
Value-Based Pricing	p. 15
Focus on Recurring Revenue	p. 24
Transform into a Hybrid	p. 27
Every Firm Is a Tech Firm	p. 27
Meet the Demand for Digital Services	p. 34
Understand Your Role in the Ecosystem	p. 38
The Art of Outsourcing and Collaboration	p. 48
Diversify Your Revenue Streams	p. 50
Think Talent and Team	p. 55
Great Teams Finish First	p. 55
A Players, the Draft, and Free Agency	p. 57
Hire, Retain, and Advance Hybrid Professionals	p. 61
Talent Evaluation and Professional Reviews	p. 72
Leaders Must Lead: The LeBron James Parable	p. 75
Build a Scalable Infrastructure	p. 79
Make Decisions That Fit Your Growth Goals	p. 79
The Realities of Costs, Funding, and Cash Flow	p. 88
Agility, Mobility, and the Cloud	p. 91
Devise an Inbound Marketing GamePlan	p. 95
The Shift to Inbound Marketing	p. 95
Origins of the Inbound Marketing GamePlan	p. 96
The Foundation: Brand and Website	p. 99
Audiences: Segment and Prioritize	p. 104
Objectives: Set Your Success Factors	p. 107
Strategies and Tactics: Take an Integrated Approach	p. 109
Does Inbound Marketing Really Work for Agencies?	p. 116
Control the Sales Funnel	p. 121
Agency Sales System Essentials	p. 121
People, Tools, and Processes	p. 124
Understanding the Buying Cycle	p. 135
Lead Generation	p. 137
Prospects and Lead Nurturing	p. 139
Conversions and Transitions	p. 143
Commit to Clients	p. 147
Build Relationships and Loyalty	p. 147
The Significance of Systems	p. 152
Prioritizing and Evaluating Accounts	p. 159
The Marketing Consultant Laws	p. 161
Deliver Results	p. 165
Become Measurement Geeks	p. 165
Use Analytics to Adapt	p. 169
Activate Builders and Drivers	p. 172
Unplug to Excel	p. 180
Embrace Failure	p. 185
If Your Model Is Broke, Fix It	p. 185
The Disruptor Advantage	p. 186
The Traditionalist Opportunity	p. 186
Spend Less Time Planning, More Time Doing	p. 188
Pursue Purpose	p. 193
Stand for Something	p. 193
The Purpose Pyramid: A New Planning Paradigm	p. 194
Fate, Destiny, and the Business of Life	p. 199
Conclusion	p. 201
The Transformation	p. 201
Core Concepts	p. 202
Resources	p. 211
Visit MarketingAgencylnsider.com	p. 211
Notes	p. 213
About the Author	p. 219
Index	p. 221
Table of Contents provided by Ingram. All Rights Reserved.

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

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Table of Contents

Supplemental Materials