'The Marketing Agency Blueprint' Nails It

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'The Marketing Agency Blueprint' Nails It

 

Coming from the perspective of a former vice president at a traditional public relations agency that set out on his own, Paul Roetzer, Founder/CEO of PR 20/20 and the first HubSpot VAR, takes us through his journey to create a new type of agency -- a hybrid PR, SEO, content, advertising and web firm that squarely faces up to and addresses today's tumultuous (traditional, digital, social) The Marketing Agency Blueprintmedia landscape. 

While his "blueprint" includes some tried and true areas like talent, client commitment and delivering results (but with some very fresh and innovative insights), the book really sings when he addresses the broken model of billable hours, presents his inbound marketing game plan and what's needed to control the sales funnel. 

These are areas that are either not familiar to PR agency principals or ones they choose to ignore.  Coming from the big PR agency perspective that I do (ex-Edelman and ex-Ruder Finn -- the two largest privately held PR firms), billable hours is how agencies traditionally are run.  For those agencies, moving away from that model would not be easy.

However, Roetzer presents why these types of traditional agencies must evolve or face the consequences -- maybe not today, but certainly in the future.  At the same time, "corporations must view themselves as brand journalists, no longer relying on mainstream media to control their messages."

What Roetzer is defining is really about building an agency that can connect their clients' communications programs to their business goals and then delivering results that really matter to those clients. 

This is a must read for anyone serious about the business of PR and running an agency in the second decade of the 21st century -- and it's one I'm sure I'll be pulling out of the book shelf for quick refreshers when needed.

Comments

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Posted @ Friday, December 16, 2011 4:56 PM by wali
Randy, 
 
Thanks for the review! It's great to hear the perspective of a former big agency professional. There are lots of great traditional agencies and professionals in the industry. I hope they find the motivation, and seize the opportunities, to evolve. 
 
Paul
Posted @ Saturday, December 17, 2011 9:35 AM by Paul Roetzer
Paul: 
Great to hear from you and thanks for the comment. Yes, I agree there are many, many top PR pros and agencies, but evolution can and will be hard for many of them. 
Randy
Posted @ Monday, December 19, 2011 8:16 AM by Randy Savicky
Guys - I'm a fan of this book. It just arrived from Amazon yesterday and I started reading it today and plan to apply some of the concepts to my SEO agency.  
 
 
 
Question for Paul (if he's reading): do you run all/most of your clients on the Hubspot platform or just in certain circumstances? What about when a client comes to you with a site out of their platform it would be tough to pull it in - both the technical piece but also getting client buy in on that. Thoughts?
Posted @ Friday, December 23, 2011 5:01 PM by Jon Payne
Jon, 
 
We run most of our campaign-based clients on HubSpot, but not all of them.  
 
Many of our HubSpot clients use 3rd-party content management systems for their websites, and then we integrate the HubSpot javascript. The HubSpot CMS is not a fit for every company, but the Professional and Enterprise editions give full integration capabilities regardless.  
 
Hope that helps!
Posted @ Friday, December 23, 2011 10:59 PM by Paul Roetzer
Paul: 
Thanks for the insight (and the quick response)!  
Randy
Posted @ Tuesday, December 27, 2011 1:34 PM by Randy Savicky
It was certainly interesting for me to read marketing article. Thanks for it. I like such topics and anything that is connected to this matter. I definitely want to Read more on that blog soon.Thanks 
Posted @ Monday, February 03, 2014 5:19 AM by social marketplace
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