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

ISBN: 978-1-118-13136-7
256 pages
December 2011
The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms (1118131363) cover image
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 traditional methods for integrated campaigns. The depth, versatility, and drive of their talent will be the cornerstones of organizations that pursue a higher purpose. The Marketing Agency Blueprint is a practical and candid guide that presents ten rules for building such a hybrid agency.

The 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. The Marketing Agency Blueprint demonstrates how to:

  • Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers
  • Develop highly efficient management systems and more effective account teams
  • Deliver greater results and value to clients

This 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.

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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

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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.
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February 10, 2012
The Marketing Agency Blueprint

The marketing and PR 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. 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.

For those looking to stay ahead of the game, founder and CEO of PR 20/20 Paul Roetzer, and his new book The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms (Wiley, December 2011; 978-1-1181-3136-7) bring readers a practical and candid guide that presents ten rules for building this new kind of marketing agency model.

This new marketing agency model will create and nurture diverse recurring revenue streams through a mix of services, consulting, training, education, publishing, and software sales. The Marketing Agency Blueprint demonstrates how to:

  • Generate more qualified leads, win clients with set pricing and service packages, and secure more long-term retainers
  • Develop highly efficient management systems and more effective account teams
  • Deliver greater results and value to clients

Roetzer can also discuss the forces that are fueling transformation, which can be narrowed down to three catalysts:

  • Change velocity – The rate of change, continually accelerated by technology innovations, has created growing demand for forward thinking, tech-savvy firms.
  • Selective Consumption – The basic principle behind inbound marketing, the philosophy made popular by Hubspot, which in essence shows that consumers are tuning out traditional, interruption-based marketing methods, and choosing when and where to interact with brands.
  • Success Factors – New measurements such as search  engine rating, click-through rates, website traffic, landing page conversions, etc. that can all be tracked in real-time and directly correlate to sales. 
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