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

Author: Paul Roetzer
Publisher: Hoboken, N.J. : John Wiley, ©2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
"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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Roetzer, Paul, 1978-
Marketing agency blueprint.
Hoboken, N.J. : John Wiley, ©2012
(DLC) 2011032163
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Paul Roetzer
ISBN: 9781118176900 1118176901 9781118176887 111817688X 1283401401 9781283401401
OCLC Number: 774290427
Description: 1 online resource (xviii, 237 pages) : illustrations
Contents: Foreword Brian Halligan xiii <p>Acknowledgments xvii <p>Introduction 1 <p>The Origin 1 <p>The Opportunity to Emerge 2 <p>Causes for Change 2 <p>Accelerating Transformation 4 <p>The Value Imperative 5 <p>Chapter 1 Eliminate Billable Hours 7 <p>Disrupt or Be Disrupted 7 <p>A Broken System 8 <p>The Power of Transparency 14 <p>The Move to Standardized Services and Set Pricing 15 <p>Value-Based Pricing 15 <p>Focus on Recurring Revenue 24 <p>Chapter 2 Transform into a Hybrid 27 <p>Every Firm Is a Tech Firm 27 <p>Meet the Demand for Digital Services 34 <p>Understand Your Role in the Ecosystem 38 <p>The Art of Outsourcing and Collaboration 48 <p>Diversify Your Revenue Streams 50 <p>Chapter 3 Think Talent and Team 55 <p>Great Teams Finish First 55 <p>A Players, the Draft, and Free Agency 57 <p>Hire, Retain, and Advance Hybrid Professionals 61 <p>Talent Evaluation and Professional Reviews 72 <p>Leaders Must Lead: The LeBron James Parable 75 <p>Chapter 4 Build a Scalable Infrastructure 79 <p>Make Decisions That Fit Your Growth Goals 79 <p>The Realities of Costs, Funding, and Cash Flow 88 <p>Agility, Mobility, and the Cloud 91 <p>Chapter 5 Devise an Inbound Marketing GamePlan 95 <p>The Shift to Inbound Marketing 95 <p>Origins of the Inbound Marketing GamePlan 96 <p>The Foundation: Brand and Website 99 <p>Audiences: Segment and Prioritize 104 <p>Objectives: Set Your Success Factors 107 <p>Strategies and Tactics: Take an Integrated Approach 109 <p>Does Inbound Marketing Really Work for Agencies? 116 <p>Chapter 6 Control the Sales Funnel 121 <p>Agency Sales System Essentials 121 <p>People, Tools, and Processes 124 <p>Understanding the Buying Cycle 135 <p>Lead Generation 137 <p>Prospects and Lead Nurturing 139 <p>Conversions and Transitions 143 <p>Chapter 7 Commit to Clients 147 <p>Build Relationships and Loyalty 147 <p>The Significance of Systems 152 <p>Prioritizing and Evaluating Accounts 159 <p>The Marketing Consultant Laws 161 <p>Chapter 8 Deliver Results 165 <p>Become Measurement Geeks 165 <p>Use Analytics to Adapt 169 <p>Activate Builders and Drivers 172 <p>Unplug to Excel 180 <p>Chapter 9 Embrace Failure 185 <p>If Your Model Is Broke, Fix It 185 <p>The Disruptor Advantage 186 <p>The Traditionalist Opportunity 186 <p>Spend Less Time Planning, More Time Doing 188 <p>Chapter 10 Pursue Purpose 193 <p>Stand for Something 193 <p>The Purpose Pyramid: A New Planning Paradigm 194 <p>Fate, Destiny, and the Business of Life 199 <p>Conclusion 201 <p>The Transformation 201 <p>Core Concepts 202 <p>Resources 211 <p>Visit 211 <p>Notes 213 <p>About the Author 219 <p>Index 221
Responsibility: Paul Roetzer.


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