The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success

ISBN-13: 9781118883433 / Angielski / Twarda / 2014 / 256 str.

Paul Roetzer

Opis

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.

Spis treści

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

O autorze

PAUL ROETZER is founder and CEO of PR 20/20, a Cleveland–based inbound marketing agency. PR 20/20 was the original firm in HubSpot 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.

Blurb

praise for the marketing performance blueprint

Today, marketing success requires both the wizard and the wand. In this thorough (and thoroughly modern) book, Roetzer provides the map for the human and technology aptitude required to make marketing that s measurable. Highly recommended.
JAY BAER, New York Times bestselling author of Youtility

ROI is the often–elusive holy grail of every marketer and Roetzer delivers a must–read guide to understanding the talent, technology, and strategy necessary to drive measurable results repeatedly.
BRENT BESHORE, founder, adventur.es

There s a new class of professionals in marketing: hybrid marketers who combine traditional marketing creativity with tech–savvy mastery of marketing software and sharp analytics skills. Paul brilliantly describes this new talent, how to find and grow it, and how to harness it to supercharge your marketing performance.
SCOTT BRINKER, CTO, ion interactive, and author/editor, chiefmartec.com

Profoundly simple, elegantly realistic and infinitely helpful. The Marketing Performance Blueprint is much more than a guide to outperforming your competition, it s a framework designed to help you re–think, revise, and reinvent the way you measure your success in a digital age.
ANDREW DAVIS, author, Brandscaping: Unleashing the Power of Partnerships

Technology isn t just marketing s friend; it s its lifeline. Paul s book shows marketers how the impossible is now possible.
ANN HANDLEY, coauthor of Content Rules, and CCO of MarketingProfs

If you think that marketing is about out–spending and shouting louder than your competition, then The Marketing Performance Blueprint is for you. Roetzer does a phenomenal job of demonstrating the power of just how much marketing, strategy, and technology has changed to make brands so much more efficient. If you re still worrying about likes, friends, and followers and not working on the true performance of your marketing spend, you really need to read this book and deploy the thinking of it in your organization. Now.
MITCH JOEL, president, Twist Image, and author, Six Pixels of Separation and CTRL ALT Delete

The Marketing Performance Blueprint is a breath of fresh air in the sea of overhyped, jargon–filled tomes that line most marketers bookshelves today. If you want to learn how to prioritize your marketing investments and generate more sales, this is the book for you.
JEFFREY K. ROHRS, VP, Marketing Insights at ExactTarget and author, AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers

Whether you re an entrepreneur, CMO, or marketer, The Marketing Performance Blueprint will open your eyes to key challenges marketers face today and how you can outthink, not outspend, the competition. Roetzer understands the inbound transformation that is happening and shows you how to build marketing that can drive results with today s empowered buyers.
MIKE VOLPE, CMO, HubSpot