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基本説明
A practical guide that presents ten rules for building a hybrid agency.
Full 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.
Contents
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
