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

Paul Roetzer
4.5 out of 5 stars  See all reviews (43 customer reviews)

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Book Description

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.



Editorial Reviews

From the Inside Flap

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 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. The Marketing Agency Blueprint is a practical and candid guide that presents 10 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 willuse 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 Create diverse and recurring revenue streamsDevelop highly efficient managementsystems and more effective account teams Deliver greater results and value to clients, and win their loyalty

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.

From the Back Cover

praise for the marketing agency blueprint

"It's time for a new type of agency, one built to take advantage of the communications revolution, one that helps companies get in front of buyers when they are ready and eager to engage. In his engaging The Marketing Agency Blueprint, Paul Roetzer shows you how to transform your firm to thrive in the real-time world we live in today." —David Meerman Scott, bestselling author of The New Rules of Marketing & PR

"The Marketing Agency Blueprint is a practical, insider's guide that should berequired reading for anyone building the next-generation marketing services firm." —Dharmesh Shah, cofounder and CTO, HubSpot

"The Marketing Agency Blueprint is a must-read for any group or individual providing marketing services to clients." —Joe Pulizzi, founder, Content Marketing Institute

"Inbound marketing ranks among the most powerful, quiet trends of the last decade. Paul has experienced this change firsthand and writes eloquently and actionably on how marketers and businesses of all stripes can earn amazing returns by investing in the channels of search, social, and content." —Rand Fishkin, CEO, SEOmoz

"If your goal is not just to survive, but to thrive and gain a competitive advantage inthe midst of new media realities, this may just become your new marketing bible." —Dustin S. Klein, publisher and executive editor, Smart Business Magazine and Events; coauthor and contributing editor, The Benevolent Dictator

"What Roetzer presents in The Marketing Agency Blueprint is the future of the marketing services industry." —Kenneth Paine, a PR 20/20 client, CEO, Industrial Heat Sources and Hy-Tech Products

"Roetzer champions marketing as an evolving discipline where value creation is the basis of success. His book is a seminal view of how marketing services can and will be delivered in the future. It is a must-read for the next generation of marketing professionals—and the customers they serve."—Gary Christy, a PR 20/20 client, Brand Leader, Westfield Insurance


Product Details

  • File Size: 945 KB
  • Print Length: 257 pages
  • Page Numbers Source ISBN: 1118131363
  • Publisher: Wiley; 1 edition (November 29, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B006H0LGQO
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #86,573 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
35 of 36 people found the following review helpful
2.0 out of 5 stars Not a blueprint for building a business May 17, 2012
Format:Kindle Edition|Verified Purchase
When I stumbled upon this book I was really excited. Finally, a book that would guide me through the steps of taking my one-man consulting business to the next level. Maybe my understanding of the word "blueprint" is wrong, but I thought this book was going to walk me through the steps of building a successful practice. Instead it preaches methodologies to practice once you actually have a business running with multiple employees. I imagine the advice in the book is helpful to those people - and having read the positive reviews it seems to have been - but I was left knowing no more about how to build a successful practice than when I picked the book up. The bottom line is that the title is misleading - or ambiguous at best.
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33 of 36 people found the following review helpful
1.0 out of 5 stars This book is basically an ad for HubSpot October 5, 2012
Format:Hardcover
Everything about this book screamed "buy me". Interesting ideas? Check. Best practices? Check. But it disappoints. Within pages you realize it is just a sales pitch for The HubSpot Way in disguise. This made me doubt absolutely everything it had to say, as I had to constantly weigh the potential for bias. Unless you want to become a HubSpot VAR, don't bother with this book.
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10 of 11 people found the following review helpful
2.0 out of 5 stars The Marketing Agency Blueprint May 26, 2012
Format:Hardcover|Verified Purchase
I was thrilled to receive the book and immediately skimmed through a couple of times before attacking the book as if I were a student and it was my textbook. The book could go into more detail and the main topics I was interested in, small business or start-up applications, non-traditional pr, SEO, online advertising, content for social media applictions and other web based topics were not mentioned or barely mentioned. My first thought is buyers remorse. maybe if I put the book down and walk away from it, I will be able to see the value that seems to be missing right now. Maybe I am missing something. If so, please feel free to let me know.

Tom
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7 of 8 people found the following review helpful
5.0 out of 5 stars Very Helpful Inside Info November 12, 2012
Format:Kindle Edition|Verified Purchase
First, yes there are a few limitations of this book... I would agree that it gives a pretty hard sell for Hubspot. Hubspot and the author seem to have a promotional partnership going on. Nothing wrong with that, but if you aren't a Hubspot customer or fan and you read the book it does indeed come across a little strong. But I can live with that.

Second I would agree that the book is more geared towards those who already have some experience - perhaps a marketing person who is going out on their own to start an agency, or an existing one-man consulting firm who wants to grow. One person complained in the reviews that it did not give step-by-step instructions for building a marketing agency completely from scratch. I don't think you can (or should) get that sort of thing from a book.

Now all of that aside, I found this book WONDERFUL and a very interesting read. When I read this book (ordered it the day it became available) I had been running an internet marketing agency for several years and was looking for ideas about how to scale from 5 employees to 10-15. I think this book is great for that.

The author is very up front with real data from his own experience, and uses specific examples as per pricing and related topics. Rather than being vague about pricing theory, he provides specific dollar amounts and crunches the numbers.

This book helped me in several ways:

1. It helped confirm a few things my firm already does, but showing that other agencies also have found xyz to be valueable.
2. It helped give me new ideas and new ways of thinking about how to lead my agency into the future.
3. It gave me inspiration and helped motivate me to take my firm to the next level.
Read more ›
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7 of 9 people found the following review helpful
5.0 out of 5 stars Phenomenal January 24, 2012
Format:Hardcover|Verified Purchase
I stumbled upon this book, read the description and felt like Paul Roetzer took all my questions and wrote a book around them. Creepy, but in a cool way! This book is packed with so much actionable insight, I can't believe the publisher is only charging $20 bucks for it. I can see where the philosophy, formulas, and next steps in the book will help me rebrand and relaunch my business and go on to make many, many thousands from it. As a long time content-creating solopreneur with my own business, this book shares how to take that function and build an agency model around it. But not just the broken-agency many of us may have worked at, but one that is focused on delivering measurable results for clients. Paul is remarkably transparent about what has worked and hasn't worked for him and his firm, although I wish I would have gotten more about his thought process and motivation.

It's an excellent handbook and manual for anyone looking to build or better their marketing firm.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Excellent and generous January 15, 2012
Format:Hardcover|Verified Purchase
I read this book in two sittings, and plan to go back through it and re-read what I underlined. The author is very generous with practical advice on running a hybrid agency. He also provides excellent information about inbound marketing, and closes with some some very philosophical thoughts about the nature of entrepreneurship and success. Well written, well organized. A must read for anyone starting a marketing agency.
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4 of 5 people found the following review helpful
5.0 out of 5 stars See The Agency of the Future! January 17, 2012
Format:Hardcover|Verified Purchase
Not too long ago, Fast Company published a watershed 5,700-word article about the wrenching changes and convulsions that the agency world is experiencing. (Article link - [...])

If you read that article and were left wondering what the agency of the future looks like, read The Marketing Agency Blueprint.

I started my marketing firm 10 years ago after 14 years in the agency world. Seeing the changes going on in my industry in recent years, I've been actively searching for guidance on how best to evolve my firm and stay relevant and of value to clients. This book is the best direction I've found and I look forward to implementing Roetzer's 10 recommendations.
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Most Recent Customer Reviews
5.0 out of 5 stars Great guidance for building a marketing firm!
I disagree with the comments that this book is an ad for HubSpot. I almost didn't order it because of those statements, but I'm so glad that I did. Read more
Published 1 month ago by K. Prendi
5.0 out of 5 stars Great read for any business
I began to read in anticipation of launching another branch of a business. As I traveled through the book, I realized how valuable the content is for any new business. Read more
Published 5 months ago by MarkChampion
5.0 out of 5 stars If You Run An Agency Get This!
I recommend this book to anyone running a marketing agency trying to move from project based revenue to retainer based revenue. Read more
Published 5 months ago by Rodney Goldston
5.0 out of 5 stars Just what I needed. What we all needed.
First- Thank you Paul for writing such a helpful book! This has set my business up onto better footing. Read more
Published 10 months ago by Ryan McInerney
3.0 out of 5 stars Flat rates might be good for repeatable services but creative...
Getting rid of the rate sheet sounds nice. Perhaps this works for those providing repeatable commodity services. Read more
Published 10 months ago by Jeffrey R. Britton
5.0 out of 5 stars A great foundation to the new marketing agency
Paul Roetzer nails it when talking about the changes we have been faced with over the past few years. Read more
Published 12 months ago by Michael Price
3.0 out of 5 stars Good insight
The author provides good insight into agency workings and also provide good guidance to agencies. I do think that the content can be enhanced by going one level deeper to provide... Read more
Published 12 months ago by Jacquie
5.0 out of 5 stars This book delivers from first to last chapter
I was looking for a book that could guide me through the process of growing our search marketing agency and I found that and more in The Marketing Agency Blueprint. Read more
Published 14 months ago by paularonw
5.0 out of 5 stars A blueprint for the digital marketing agency of the future
The Marketing Agency Blueprint is a fantastic resource and guide to people who want to build a professional digital marketing agency which will survive and thrive in a rapidly... Read more
Published 14 months ago by Dallas
4.0 out of 5 stars A desktop must have
One of those books that should be on your desk-bookshelf if you are in this field as a digital agency [...] the market is changing and we are now becoming more hybrid.
Published 15 months ago by Miked01
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More About the Author

Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency, and author of The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012). A 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 Smart Business 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.




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