The marketing agency blueprint: the handbook for building hybrid PR, SEO, content, advertising, and web firms

Build a disruptive marketing agency for the modern age The marketing servicesindustry 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 organizationsthat 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 servicepackages, 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. ÍNDICE: FOREWORD INTRODUCTION THE ORIGIN The Opportunity to Emerge CAUSES FOR Change Accelerating TRANSFORMATION THE VALUE IMPERATIVE ACKNOWLEDGMENTS CHAPTER 1: 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 CHAPTER 2: 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 CHAPTER 3: 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 JamesParable CHAPTER 4: Build a Scalable Infrastructure Make decisions that fit your growth goals The realities of costs, funding and cash flow Agility, mobility and the Cloud CHAPTER 5: 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? CHAPTER 6: Control the Sales Funnel Agency sales system Essentials People, tools and Processes Understanding the buying cycleLead generation Prospects and Lead nurturing Conversions and transitions CHAPTER 7: Commit to Clients Build relationships and loyalty The significance of systems Prioritizing and evaluating accounts The Marketing Consultant Laws CHAPTER 8: Deliver Results Become measurement geeks Use analytics to adapt Activate Builders and Drivers Unplug to excel CHAPTER 9: Embrace Failure If your model is broke, fix it The disruptor advantage The traditionalist opportunity CHAPTER 10: Pursue Purpose Stand for something The purpose pyramid: a new planningparadigm Fate, destiny and the business of life CONCLUSION The transformationCore concepts RESOURCES Visit marketingagencyinsider.com AUTHOR BIOGRAPHY ENDNOTES Introduction Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10

• ISBN: 978-1-118-13136-7
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 240
• Fecha Publicación: 30/11/2011
• Nº Volúmenes: 1
• Idioma: Inglés