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The marketing agency blueprint : the handbook for building hybrid PR, SEO, content, advertising, and Web firms

Auteur: Paul Roetzer
Uitgever: Hoboken, N.J. : John Wiley, ©2012.
Editie/Formaat:  eBoek : Document : EngelsAlle edities en materiaalsoorten bekijken.
Samenvatting:
"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  Meer lezen...
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Genre/Vorm: Electronic books
Aanvullende fysieke materiaalsoort: Print version:
Roetzer, Paul, 1978-
Marketing agency blueprint.
Hoboken, N.J. : John Wiley, c2012
(DLC) 2011032163
(OCoLC)731913192
Genre: Document, Internetbron
Soort document: Internetbron, Computerbestand
Alle auteurs / medewerkers: Paul Roetzer
ISBN: 9781118176900 1118176901 9781118176887 111817688X
OCLC-nummer: 774290427
Beschrijving: 1 online resource (xviii, 237 p.) : ill.
Inhoud: 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
Verantwoordelijkheid: 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,  Meer lezen...

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