Cargando…
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 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 sav...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
John Wiley,
©2012.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- The marketing agency blueprint: the handbook for building hybrid pr, seo, content, advertising, and web firms; Contents; Foreword; Acknowledgments; Introduction; The Origin; The Opportunity to Emerge; Causes for Change; Accelerating Transformation; The Value Imperative; 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 EcosystemThe 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 James Parable; 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 GamePlanThe 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 Cycle; Lead 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 LawsChapter 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; Spend Less Time Planning, More Time Doing; Chapter 10 Pursue Purpose; Stand for Something; The Purpose Pyramid: A New Planning Paradigm; Fate, Destiny, and the Business of Life; Conclusion; The Transformation; Core Concepts; Resources; Visit MarketingAgencyInsider.com; Notes; About the Author; Index.