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

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ISBN-10: 1118131363

ISBN-13: 9781118131367

Edition: 2012

Authors: Paul Roetzer

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The marketing agency model is broken. 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. We are now on the cusp of a truly transformational period in the marketing services industry and the successes of solutions such as crowdSPRING and the HubSpot Marketplace have proven demand for non-traditional platforms and services, specifically among the more than 27 million small businesses in the U.S. As a result, everything is changing: marketing budget allocations, agency pricing and service models, industry influencers, measurement methods, and software platforms. The agencies with the will and vision to adapt and evolve will rise, while many traditional PR, advertising, SEO and web development firms will become obsolete. As such, the book presents 10 rules for a new hybrid agency model designed to help firms disrupt and redefine the marketing services industry. The book  is a practical and candid guide that shows agencies and consultants how to Build tech-savvy, hybrid firms Generate more qualified leads Win clients with set pricing and service packages. Secure more long-term retainers. Create diverse and recurring revenue streams Develop highly efficient management systems. Construct more effective account teams. Recruit and retain top talent. Deliver greater results and value to clients. Increase client loyalty
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Book details

Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 1/27/2012
Binding: Hardcover
Pages: 256
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.188
Language: English

The Origin
The Opportunity to Emerge
Causes for Change
Accelerating Transformation
The Value Imperative
Eliminate Billable Hours
Disrupt or Be Disrupted
A Broken System
The Power of Transparency
The Move to Standardized Services and Set Pricing
Value-Based Pricing
Focus on Recurring Revenue
Transform into a Hybrid
Every Firm Is a Tech Firm
Meet the Demand for Digital Services
Understand Your Role in the Ecosystem
The Art of Outsourcing and Collaboration
Diversify Your Revenue Streams
Think Talent and Team
Great Teams Finish First
A Players, the Draft, and Free Agency
Hire, Retain, and Advance Hybrid Professionals
Talent Evaluation and Professional Reviews
Leaders Must Lead: The LeBron James Parable
Build a Scalable Infrastructure
Make Decisions That Fit Your Growth Goals
The Realities of Costs, Funding, and Cash Flow
Agility, Mobility, and the Cloud
Devise an Inbound Marketing GamePlan
The Shift to Inbound Marketing
Origins of the Inbound Marketing GamePlan
The Foundation: Brand and Website
Audiences: Segment and Prioritize
Objectives: Set Your Success Factors
Strategies and Tactics: Take an Integrated Approach
Does Inbound Marketing Really Work for Agencies?
Control the Sales Funnel
Agency Sales System Essentials
People, Tools, and Processes
Understanding the Buying Cycle
Lead Generation
Prospects and Lead Nurturing
Conversions and Transitions
Commit to Clients
Build Relationships and Loyalty
The Significance of Systems
Prioritizing and Evaluating Accounts
The Marketing Consultant Laws
Deliver Results
Become Measurement Geeks
Use Analytics to Adapt
Activate Builders and Drivers
Unplug to Excel
Embrace Failure
If Your Model Is Broke, Fix It
The Disruptor Advantage
The Traditionalist Opportunity
Spend Less Time Planning, More Time Doing
Pursue Purpose
Stand for Something
The Purpose Pyramid: A New Planning Paradigm
Fate, Destiny, and the Business of Life
The Transformation
Core Concepts
About the Author