Discover what’s possible when the art and science of marketing
collide
The Marketing Performance Blueprint is an actionable and
innovative guide to unlocking your potential as a marketer and
accelerating success for your business. With an eye toward the
marketing industry’s rapid evolution, this book focuses on the
processes, technologies, and strategies that are redefining the
marketing environment. Step by step, you will learn how to build
performance-driven organizations that exceed ROI expectations and
outpace the competition. Companies are demanding a more technical,
scientific approach to marketing, and this guide provides the key
information that helps marketing professionals choose the right
tools and recruit the right talent to more effectively build brand,
generate leads, convert sales, and increase customer loyalty.
Marketers are facing increased pressure to connect every dollar
spent to bottom-line results. As the industry advances, the
tremendous gaps in talent, technology, and strategy leave many
professionals underprepared and underperforming. The Marketing
Performance Blueprint helps bridge those gaps:
* Align marketing talent, technology, and strategy to reach
performance goals
* Drive digital marketing transformation within your
organization
* Recruit, train, and retain a modern marketing team
* Propel growth through digital-savvy marketing agency
partners
* Adapt more quickly to marketing technology advancements
* Create connected customer experiences
* Turn marketing data into intelligence, and intelligence into
action
* Devise integrated marketing strategies that deliver real
business results
The marketers who will redefine the industry in the coming
months and years will never stop challenging conventional knowledge
and solutions. Whether in terms of evolved talent, advanced
technology, or more intelligent and integrated strategies, these
driven professionals will be in demand as the pioneers of the new
marketing era. The Marketing Performance Blueprint helps
marketers blaze a trail of their own by providing a roadmap to
success.
Tabela de Conteúdo
Foreword Dharmesh Shah xi
Acknowledgments xv
Introduction xvii
Section I The Backstory
Chapter 1 Mind the Gaps 3
The Marketing Talent Gap 3
The Marketing Technology Gap 6
The Marketing Strategy Gap 9
The Marketing Performance Gap 14
Chapter 2 Commit to Digital Transformation 17
Adoption and Adaptation 17
Obstacles to Evolution 18
The Exposed Brand 23
Section II Marketing Talent
Chapter 3 Build a Modern Marketing Team 31
A Talent War Has Begun 31
Rise of the Hybrids 44
The Science of Recruiting 46
Chapter 4 Construct an Internal Marketing Academy 53
Keeping Pace or Falling Behind? 53
The Role of Online Education 56
An Internal Academy Model 59
Chapter 5 Propel Growth through Agency Partners 69
The Marketing Agency Ecosystem 69
Finding Your Match 70
Managing the Outsourced Team 76
Section III Marketing Technology
Chapter 6 Create a Connected Customer Experience 87
It Is Their Journey, Not Yours 87
The Impact of Automation 88
Algorithms and Artificial Intelligence 92
Origins of the Intelligence Engine 96
Let’s Get Contextual 98
Chapter 7 Manage the Marketing Technology Matrix 107
Into the Cloud 107
Brinker’s Marketing Technology Landscape 109
Map Your Marketing Technology Strategy 112
Core Technologies Snapshot 116
Section IV Marketing Strategy
Chapter 8 Perform a Marketing Assessment 127
Potential for Success 127
The Marketing Score Model 130
Business and Marketing Cores 135
The Strategy Gateway 142
Chapter 9 Develop a Marketing Scorecard 147
Metrics That Matter 147
Getting Started with Google Analytics 158
Automate and Visualize Intelligence 164
Chapter 10 Strategize a Marketing Game Plan 167
e3 Model Snapshot 167
Evaluate 168
Establish 170
Execute 191
Conclusion 195
Resources 207
Notes 209
About the Author 219
Index 221
Sobre o autor
PAUL ROETZER is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency. PR 20/20 was the original firm in Hub Spot’s certified Agency Partner program, which now includes more than 1, 500 agencies worldwide. Roetzer’s first book, The Marketing Agency Blueprint (John Wiley & Sons, 2012), serves as a guide for building tech-savvy, hybrid marketing agencies.
A graduate of Ohio University’s E.W. Scripps School of Journalism, Roetzer has consulted for hundreds of organizations, from startups to Fortune 500 companies, and been recognized by Smart Business as an Innovation in Business Rising Star. He is the creator of Marketing Agency Insider and Marketing Score; a regular contributor to leading marketing industry blogs; and a frequent speaker on the topics of agency management, content marketing, inbound marketing, marketing measurement and performance, public relations, social media, and strategy.
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