{"product_id":"the-marketing-performance-blueprint-isbn-9781118883433","title":"The Marketing Performance Blueprint","description":"\u003cb\u003eDiscover what's possible when the art and science of marketing collide\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty.\u003c\/p\u003e \u003cp\u003eMarketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. \u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e helps bridge those gaps:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eAlign marketing talent, technology, and strategy to reach performance goals\u003c\/li\u003e \u003cli\u003eDrive digital marketing transformation within your organization\u003c\/li\u003e \u003cli\u003eRecruit, train, and retain a modern marketing team\u003c\/li\u003e \u003cli\u003ePropel growth through digital-savvy marketing agency partners\u003c\/li\u003e \u003cli\u003eAdapt more quickly to marketing technology advancements\u003c\/li\u003e \u003cli\u003eCreate connected customer experiences\u003c\/li\u003e \u003cli\u003eTurn marketing data into intelligence, and intelligence into action\u003c\/li\u003e \u003cli\u003eDevise integrated marketing strategies that deliver real business results\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. \u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e helps marketers blaze a trail of their own by providing a roadmap to success.\u003c\/p\u003e \u003cp\u003eForeword \u003ci\u003eDharmesh Shah\u003c\/i\u003e xi\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003eIntroduction xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection I The Backstory\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Mind the Gaps 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Marketing Talent Gap 3\u003c\/p\u003e \u003cp\u003eThe Marketing Technology Gap 6\u003c\/p\u003e \u003cp\u003eThe Marketing Strategy Gap 9\u003c\/p\u003e \u003cp\u003eThe Marketing Performance Gap 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Commit to Digital Transformation 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdoption and Adaptation 17\u003c\/p\u003e \u003cp\u003eObstacles to Evolution 18\u003c\/p\u003e \u003cp\u003eThe Exposed Brand 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection II Marketing Talent\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Build a Modern Marketing Team 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Talent War Has Begun 31\u003c\/p\u003e \u003cp\u003eRise of the Hybrids 44\u003c\/p\u003e \u003cp\u003eThe Science of Recruiting 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Construct an Internal Marketing Academy 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKeeping Pace or Falling Behind? 53\u003c\/p\u003e \u003cp\u003eThe Role of Online Education 56\u003c\/p\u003e \u003cp\u003eAn Internal Academy Model 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Propel Growth through Agency Partners 69\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Marketing Agency Ecosystem 69\u003c\/p\u003e \u003cp\u003eFinding Your Match 70\u003c\/p\u003e \u003cp\u003eManaging the Outsourced Team 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection III Marketing Technology\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Create a Connected Customer Experience 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt Is Their Journey, Not Yours 87\u003c\/p\u003e \u003cp\u003eThe Impact of Automation 88\u003c\/p\u003e \u003cp\u003eAlgorithms and Artificial Intelligence 92\u003c\/p\u003e \u003cp\u003eOrigins of the Intelligence Engine 96\u003c\/p\u003e \u003cp\u003eLet’s Get Contextual 98\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Manage the Marketing Technology Matrix 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInto the Cloud 107\u003c\/p\u003e \u003cp\u003eBrinker’s Marketing Technology Landscape 109\u003c\/p\u003e \u003cp\u003eMap Your Marketing Technology Strategy 112\u003c\/p\u003e \u003cp\u003eCore Technologies Snapshot 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection IV Marketing Strategy\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Perform a Marketing Assessment 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePotential for Success 127\u003c\/p\u003e \u003cp\u003eThe Marketing Score Model 130\u003c\/p\u003e \u003cp\u003eBusiness and Marketing Cores 135\u003c\/p\u003e \u003cp\u003eThe Strategy Gateway 142\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Develop a Marketing Scorecard 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetrics That Matter 147\u003c\/p\u003e \u003cp\u003eGetting Started with Google Analytics 158\u003c\/p\u003e \u003cp\u003eAutomate and Visualize Intelligence 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Strategize a Marketing Game Plan 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ee3 Model Snapshot 167\u003c\/p\u003e \u003cp\u003eEvaluate 168\u003c\/p\u003e \u003cp\u003eEstablish 170\u003c\/p\u003e \u003cp\u003eExecute 191\u003c\/p\u003e \u003cp\u003eConclusion 195\u003c\/p\u003e \u003cp\u003eResources 207\u003c\/p\u003e \u003cp\u003eNotes 209\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 founder and CEO of PR 20\/20, a Cleveland-based inbound marketing agency. PR 20\/20 was the original firm in HubSpot's certified Agency Partner program, which now includes more than 1,500 agencies worldwide. Roetzer's first book, \u003ci\u003eThe Marketing Agency Blueprint\u003c\/i\u003e (John Wiley \u0026amp; Sons, 2012), serves as a guide for building tech-savvy, hybrid marketing agencies. \u003c\/p\u003e\u003cp\u003eA graduate of Ohio University's E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies, and been recognized by \u003ci\u003eSmart Business\u003c\/i\u003e as an Innovation in Business Rising Star. He is the creator of Marketing Agency Insider and Marketing Score; a regular contributor to leading marketing industry blogs; and a frequent speaker on the topics of agency management, content marketing, inbound marketing, marketing measurement and performance, public relations, social media, and strategy.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003e\"Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide.\"\u003cbr\u003e —From the Introduction\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology, and strategy. At a time when marketers face increasing pressure to measure the return on investment (ROI) of their campaigns and connect every dollar spent to bottom-line results, they are largely underprepared and underperforming. \u003c\/p\u003e\u003cp\u003eBut with obstacles come opportunities. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e presents the processes, technologies, and strategies needed to fill marketing gaps and build performance-driven organizations. The book shows how to tap into a scientific approach to marketing that can help steer organizations to advance their businesses, exceed ROI expectations, and outperform the competition. Written to be an essential and accessible guide for marketers, executives, and entrepreneurs, \u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e shows how to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003e\u003cb\u003eDrive digital marketing transformation within your organization.\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eRecruit, train, and retain a modern marketing team.\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003ePropel growth through digital-savvy marketing agency partners.\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eAdapt more quickly to marketing technology advancements.\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eCreate connected customer experiences.\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eTurn marketing data into intelligence, and intelligence into action.\u003c\/b\u003e\u003c\/li\u003e \u003cli\u003e\u003cb\u003eDevise integrated marketing strategies that deliver real business results.\u003c\/b\u003e\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eSolidly based in research, the book draws on marketing expert Paul Roetzer's experience consulting for hundreds of organizations, from startups to Fortune 500 companies, as well as key findings and insights from dozens of industry reports, articles, books, and interviews. \u003c\/p\u003e\u003cp\u003eIn addition to the wealth of information outlined in the book, \u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e includes downloadable worksheets as part of the Marketing Performance Pack. This handy resource complements the book and features a collection of templates, including a marketing team skills assessment, scorecard, campaign center, and project center. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eThe Marketing Performance Blueprint\u003c\/i\u003e is an actionable and innovative marketing guide to maximizing ROI through hybrid talent, advanced technology, and inbound strategy.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990284320997,"sku":"NP9781118883433","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118883433.jpg?v=1761787199","url":"https:\/\/k12savings.com\/products\/the-marketing-performance-blueprint-isbn-9781118883433","provider":"K12savings","version":"1.0","type":"link"}