{"product_id":"the-marketing-agency-blueprint-9781118131367","title":"The Marketing Agency Blueprint","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eBuild 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword \u003ci\u003eBrian Halligan\u003c\/i\u003e xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Origin 1\u003c\/p\u003e \u003cp\u003eThe Opportunity to Emerge 2\u003c\/p\u003e \u003cp\u003eCauses for Change 2\u003c\/p\u003e \u003cp\u003eAccelerating Transformation 4\u003c\/p\u003e \u003cp\u003eThe Value Imperative 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Eliminate Billable Hours 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDisrupt or Be Disrupted 7\u003c\/p\u003e \u003cp\u003eA Broken System 8\u003c\/p\u003e \u003cp\u003eThe Power of Transparency 14\u003c\/p\u003e \u003cp\u003eThe Move to Standardized Services and Set Pricing 15\u003c\/p\u003e \u003cp\u003eValue-Based Pricing 15\u003c\/p\u003e \u003cp\u003eFocus on Recurring Revenue 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Transform into a Hybrid 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvery Firm Is a Tech Firm 27\u003c\/p\u003e \u003cp\u003eMeet the Demand for Digital Services 34\u003c\/p\u003e \u003cp\u003eUnderstand Your Role in the Ecosystem 38\u003c\/p\u003e \u003cp\u003eThe Art of Outsourcing and Collaboration 48\u003c\/p\u003e \u003cp\u003eDiversify Your Revenue Streams 50\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Think Talent and Team 55\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGreat Teams Finish First 55\u003c\/p\u003e \u003cp\u003eA Players, the Draft, and Free Agency 57\u003c\/p\u003e \u003cp\u003eHire, Retain, and Advance Hybrid Professionals 61\u003c\/p\u003e \u003cp\u003eTalent Evaluation and Professional Reviews 72\u003c\/p\u003e \u003cp\u003eLeaders Must Lead: The LeBron James Parable 75\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Build a Scalable Infrastructure 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMake Decisions That Fit Your Growth Goals 79\u003c\/p\u003e \u003cp\u003eThe Realities of Costs, Funding, and Cash Flow 88\u003c\/p\u003e \u003cp\u003eAgility, Mobility, and the Cloud 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Devise an Inbound Marketing GamePlan 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Shift to Inbound Marketing 95\u003c\/p\u003e \u003cp\u003eOrigins of the Inbound Marketing GamePlan 96\u003c\/p\u003e \u003cp\u003eThe Foundation: Brand and Website 99\u003c\/p\u003e \u003cp\u003eAudiences: Segment and Prioritize 104\u003c\/p\u003e \u003cp\u003eObjectives: Set Your Success Factors 107\u003c\/p\u003e \u003cp\u003eStrategies and Tactics: Take an Integrated Approach 109\u003c\/p\u003e \u003cp\u003eDoes Inbound Marketing Really Work for Agencies? 116\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Control the Sales Funnel 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAgency Sales System Essentials 121\u003c\/p\u003e \u003cp\u003ePeople, Tools, and Processes 124\u003c\/p\u003e \u003cp\u003eUnderstanding the Buying Cycle 135\u003c\/p\u003e \u003cp\u003eLead Generation 137\u003c\/p\u003e \u003cp\u003eProspects and Lead Nurturing 139\u003c\/p\u003e \u003cp\u003eConversions and Transitions 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Commit to Clients 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuild Relationships and Loyalty 147\u003c\/p\u003e \u003cp\u003eThe Significance of Systems 152\u003c\/p\u003e \u003cp\u003ePrioritizing and Evaluating Accounts 159\u003c\/p\u003e \u003cp\u003eThe Marketing Consultant Laws 161\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Deliver Results 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBecome Measurement Geeks 165\u003c\/p\u003e \u003cp\u003eUse Analytics to Adapt 169\u003c\/p\u003e \u003cp\u003eActivate Builders and Drivers 172\u003c\/p\u003e \u003cp\u003eUnplug to Excel 180\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Embrace Failure 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf Your Model Is Broke, Fix It 185\u003c\/p\u003e \u003cp\u003eThe Disruptor Advantage 186\u003c\/p\u003e \u003cp\u003eThe Traditionalist Opportunity 186\u003c\/p\u003e \u003cp\u003eSpend Less Time Planning, More Time Doing 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Pursue Purpose 193\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStand for Something 193\u003c\/p\u003e \u003cp\u003eThe Purpose Pyramid: A New Planning Paradigm 194\u003c\/p\u003e \u003cp\u003eFate, Destiny, and the Business of Life 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Transformation 201\u003c\/p\u003e \u003cp\u003eCore Concepts 202\u003c\/p\u003e \u003cp\u003e\u003cb\u003eResources 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eVisit MarketingAgencyInsider.com 211\u003c\/p\u003e \u003cp\u003eNotes 213\u003c\/p\u003e \u003cp\u003eAbout the Author 219\u003c\/p\u003e \u003cp\u003eIndex 221\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406834475351,"sku":"9781118131367","price":22.8,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781118131367.jpg?v=1730497278","url":"https:\/\/bookcurl.com\/products\/the-marketing-agency-blueprint-9781118131367","provider":"Book Curl","version":"1.0","type":"link"}