{"product_id":"the-marketing-agency-blueprint-isbn-9781118131367","title":"The Marketing Agency Blueprint","description":"\u003cb\u003eBuild a disruptive marketing agency for the modern age\u003c\/b\u003e  \u003cp\u003eThe 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. \u003ci\u003eThe Marketing Agency Blueprint\u003c\/i\u003e is a practical and candid guide that presents ten rules for building such a hybrid agency.\u003c\/p\u003e \u003cp\u003eThe 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. \u003ci\u003eThe Marketing Agency Blueprint\u003c\/i\u003e demonstrates how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGenerate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers\u003c\/li\u003e \u003cli\u003eDevelop highly efficient management systems and more effective account teams\u003c\/li\u003e \u003cli\u003eDeliver greater results and value to clients\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003eForeword \u003ci\u003eBrian Halligan\u003c\/i\u003e xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Origin 1\u003c\/p\u003e \u003cp\u003eThe Opportunity to Emerge 2\u003c\/p\u003e \u003cp\u003eCauses for Change 2\u003c\/p\u003e \u003cp\u003eAccelerating Transformation 4\u003c\/p\u003e \u003cp\u003eThe Value Imperative 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Eliminate Billable Hours 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDisrupt or Be Disrupted 7\u003c\/p\u003e \u003cp\u003eA Broken System 8\u003c\/p\u003e \u003cp\u003eThe Power of Transparency 14\u003c\/p\u003e \u003cp\u003eThe Move to Standardized Services and Set Pricing 15\u003c\/p\u003e \u003cp\u003eValue-Based Pricing 15\u003c\/p\u003e \u003cp\u003eFocus on Recurring Revenue 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Transform into a Hybrid 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvery Firm Is a Tech Firm 27\u003c\/p\u003e \u003cp\u003eMeet the Demand for Digital Services 34\u003c\/p\u003e \u003cp\u003eUnderstand Your Role in the Ecosystem 38\u003c\/p\u003e \u003cp\u003eThe Art of Outsourcing and Collaboration 48\u003c\/p\u003e \u003cp\u003eDiversify Your Revenue Streams 50\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Think Talent and Team 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGreat Teams Finish First 55\u003c\/p\u003e \u003cp\u003eA Players, the Draft, and Free Agency 57\u003c\/p\u003e \u003cp\u003eHire, Retain, and Advance Hybrid Professionals 61\u003c\/p\u003e \u003cp\u003eTalent Evaluation and Professional Reviews 72\u003c\/p\u003e \u003cp\u003eLeaders Must Lead: The LeBron James Parable 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Build a Scalable Infrastructure 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMake Decisions That Fit Your Growth Goals 79\u003c\/p\u003e \u003cp\u003eThe Realities of Costs, Funding, and Cash Flow 88\u003c\/p\u003e \u003cp\u003eAgility, Mobility, and the Cloud 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Devise an Inbound Marketing GamePlan 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Shift to Inbound Marketing 95\u003c\/p\u003e \u003cp\u003eOrigins of the Inbound Marketing GamePlan 96\u003c\/p\u003e \u003cp\u003eThe Foundation: Brand and Website 99\u003c\/p\u003e \u003cp\u003eAudiences: Segment and Prioritize 104\u003c\/p\u003e \u003cp\u003eObjectives: Set Your Success Factors 107\u003c\/p\u003e \u003cp\u003eStrategies and Tactics: Take an Integrated Approach 109\u003c\/p\u003e \u003cp\u003eDoes Inbound Marketing Really Work for Agencies? 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Control the Sales Funnel 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAgency Sales System Essentials 121\u003c\/p\u003e \u003cp\u003ePeople, Tools, and Processes 124\u003c\/p\u003e \u003cp\u003eUnderstanding the Buying Cycle 135\u003c\/p\u003e \u003cp\u003eLead Generation 137\u003c\/p\u003e \u003cp\u003eProspects and Lead Nurturing 139\u003c\/p\u003e \u003cp\u003eConversions and Transitions 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Commit to Clients 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuild Relationships and Loyalty 147\u003c\/p\u003e \u003cp\u003eThe Significance of Systems 152\u003c\/p\u003e \u003cp\u003ePrioritizing and Evaluating Accounts 159\u003c\/p\u003e \u003cp\u003eThe Marketing Consultant Laws 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Deliver Results 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBecome Measurement Geeks 165\u003c\/p\u003e \u003cp\u003eUse Analytics to Adapt 169\u003c\/p\u003e \u003cp\u003eActivate Builders and Drivers 172\u003c\/p\u003e \u003cp\u003eUnplug to Excel 180\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Embrace Failure 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf Your Model Is Broke, Fix It 185\u003c\/p\u003e \u003cp\u003eThe Disruptor Advantage 186\u003c\/p\u003e \u003cp\u003eThe Traditionalist Opportunity 186\u003c\/p\u003e \u003cp\u003eSpend Less Time Planning, More Time Doing 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Pursue Purpose 193\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStand for Something 193\u003c\/p\u003e \u003cp\u003eThe Purpose Pyramid: A New Planning Paradigm 194\u003c\/p\u003e \u003cp\u003eFate, Destiny, and the Business of Life 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Transformation 201\u003c\/p\u003e \u003cp\u003eCore Concepts 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003eResources 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVisit MarketingAgencyInsider.com 211\u003c\/p\u003e \u003cp\u003eNotes 213\u003c\/p\u003e \u003cp\u003eAbout the Author 219\u003c\/p\u003e \u003cp\u003eIndex 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePAUL ROETZER\u003c\/b\u003e 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 \u003ci\u003eInbound Marketing\u003c\/i\u003e (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. \u003ci\u003eSmart Business\u003c\/i\u003e named him an Innovation in Business Rising Star. He also wrote the popular ebook \u003ci\u003eHow to Build Your Inbound Marketing GamePlan\u003c\/i\u003e, which is available for download at www.PR2020.com.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eThe marketing-services industry is on the cusp of a truly transformational period. \u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 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. \u003ci\u003eThe Marketing Agency Blueprint\u003c\/i\u003e is a practical and candid guide that presents 10 rules for building such a hybrid agency.  \u003c\/p\u003e\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Marketing Agency Blueprint\u003c\/i\u003e demonstrates how to: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eGenerate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers\u003c\/li\u003e \u003cli\u003eCreate diverse and recurring revenue streams\u003c\/li\u003e \u003cli\u003eDevelop highly efficient management systems and more effective account teams\u003c\/li\u003e \u003cli\u003eDeliver greater results and value to clients, and win their loyalty\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990284058853,"sku":"NP9781118131367","price":32.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118131367.jpg?v=1761787197","url":"https:\/\/k12savings.com\/products\/the-marketing-agency-blueprint-isbn-9781118131367","provider":"K12savings","version":"1.0","type":"link"}