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.
If you are looking at going solo, entering the industry, or getting ready to engage an agency, this book will provide useful insights that will help make your business more effective. A good resource and useful for the practitioner or business owner.
When I stumbled upon this book I was really excited. Finally, a book that would guide me through the steps of taking my one-man consulting business to the next level. Maybe my understanding of the word “blueprint” is wrong, but I thought this book was going to walk me through the steps of building a successful practice. Instead it preaches methodologies to practice once you actually have a business running with multiple employees. I imagine the advice in the book is helpful to those people – and having read the positive reviews it seems to have been – but I was left knowing no more about how to build a successful practice than when I picked the book up. The bottom line is that the title is misleading – or ambiguous at best.
- So I purchased this book blindly because a colleague of mine suggested to read it and the price point seemed reasonable. Although informative it’s really not a “Blueprint”. It’s more of a guide. Being in the industry now for more than 15 years I can say that it does contain lots of good information to consider IF you’re starting out. If you already operate a marketing agency, the important section on lead generation is a bit weak. I would’ve liked to have seen more tangible examples and a thorough case study of how to create one.
Also, many have said it here but HubSpot is mentioned more often than not and there are many more options out there for CRM’s for varying stages for your business.
As the owner of a hybrid marketing firm, I want to say that Paul’s book is groundbreaking. My agency started reinventing Paul Roetzer’s wheel about a year ago. We thought we were the only ones doing it. When I found out about his book, I got it as soon as I could. If I had to describe it in one word, that word would be: PRACTICAL. The first chapter teaches you why the traditional billing model is flawed, how to properly calculate your hourly revenue targets, and how to productize your services so that your agency makes more money from being efficient. And that’s just the beginning. I highly recommend this book to traditional agencies committed to staying current and to newer hybrid agencies that want the benefit of Paul Roetzer’s experience. He is a master.
- The Marketing Agency Blueprint is not for everyone. In fact, there is a pretty narrow few people who will find it useful. If you’re just starting out, looking for a way to break into a new market, or develop the next big thing, this isn’t the book for you. However, if you’re the owner of a small agency looking to expand, compete, and make an impact for your clients–this book is worth its weight in gold.
Specifically, making the jump from a micro-agency of one or two people to a small agency of 10 or more is nothing short of terrifying for an owner. The Marketing Agency Blueprint does a fantastic job of discussing some of the key issues many creative personalities can overlook from pricing to team-building, workflow to financing. Author Paul Roetzer does a great job laying out the operational ideas in addition to the marketing insight.
While not for everyone in a creative workspace, The Marketing Agency Blueprint is fantastic for those small agencies looking to do differently, do it better, and grow smart.
I read The Marketing Agency Blueprint not long after it was published in Nov 2011. It was just the book I needed at just the right time. My business was in its 3rd year and shifting from more of an old-school marketing/PR agency into what Roetzer calls a “hybrid agency”, but I did not have a word for what we were becoming. From what was feeling like a solitary path, I found company in the book, a lantern to light my way, and Paul Roetzer’s examples to be inspirations. It is the perfect read if you are currently a marketing or PR professional in an agency or solo consultancy. Agencies can learn how to become more relevant and successful in today’s demanding digital environment. Solo consultants can ignore the advice on staff management and absorb the details on billing. purpose, commitment to clients and most importantly, the shift to inbound marketing which is enveloping the world of marketing today. Five stars and thumbs up.
I am starting a new marketing agency as a Hubspot partner and was referred to the Marketing Agency Blueprint by an adviser. I can’t imagine finding a more perfect book for my circumstances than this – as someone attempting to use crowdsourcing, inbound marketing and Software as a service to compete with larger businesses, this book gave me several actionable tips that I can implement immediately. Paul describes several models for providing services in this rapidly changing marketplace – from “soloists” to “hybrid agencies.” I found out that the model I am using is the “connector” model. The book provided several touchpoints to optimize success as a “connector.” I would highly recommend this book to anyone, but believe that all Hubspot partners should read this. Well done, Paul!!!!