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 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.

Community Review

  • 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.
  • 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!!!!

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