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

Paul Roetzer (Author)

Book Description

Publication Date: December 20, 2011

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

See all Editorial Reviews

Product Details

• Hardcover: 237 pages
• Publisher: Wiley; 1 edition (December 20, 2011)
• Language: English
• ISBN-10: 1118131363
• ISBN-13: 978-1118131367
• Product Dimensions: 9.1 x 6 x 1 inches
• Shipping Weight: 15.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (15 customer reviews)
• Amazon Best Sellers Rank: #52,731 in Books (See Top 100 in Books)

More About the Author

Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency, specializing in public relations, content marketing, search marketing and social media. PR 20/20 was the first agency in HubSpot's value-added reseller (VAR) program, which now includes more than 250 certified firms.

Prior to launching PR 20/20 in 2005, he spent six years as a consultant and vice president at a traditional public relations agency. His book, The Marketing Agency Blueprint, serves as a guide for building tech-savvy, hybrid agencies that are more efficient, influential and profitable than traditional firms.

He is a speaker, writer and an advocate for change and innovation within the public relations and marketing industries. In 2010, he was recognized by Smart Business with an Innovation in Business Rising Star award.