Details

The Marketing Performance Blueprint

Strategies and Technologies to Build and Measure Business Success
1. Aufl.

von: Paul Roetzer
18,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	23.07.2014
ISBN/EAN:	9781118883587
Sprache:	englisch
Anzahl Seiten:	256

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Beschreibungen

Titelbeschreibung

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: <ul> <li>Align marketing talent, technology, and strategy to reach performance goals</li> <li>Drive digital marketing transformation within your organization</li> <li>Recruit, train, and retain a modern marketing team</li> <li>Propel growth through digital-savvy marketing agency partners</li> <li>Adapt more quickly to marketing technology advancements</li> <li>Create connected customer experiences</li> <li>Turn marketing data into intelligence, and intelligence into action</li> <li>Devise integrated marketing strategies that deliver real business results</li> </ul> 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.

Inhaltsverzeichnis

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

Autorenportrait

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.

Back cover copy

"Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide." —From the Introduction The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology, and strategy. At a time when marketers face increasing pressure to measure the return on investment (ROI) of their campaigns and connect every dollar spent to bottom-line results, they are largely underprepared and underperforming. But with obstacles come opportunities. The Marketing Performance Blueprint presents the processes, technologies, and strategies needed to fill marketing gaps and build performance-driven organizations. The book shows how to tap into a scientific approach to marketing that can help steer organizations to advance their businesses, exceed ROI expectations, and outperform the competition. Written to be an essential and accessible guide for marketers, executives, and entrepreneurs, The Marketing Performance Blueprint shows how to: <ul> <li>Drive digital marketing transformation within your organization.</li> <li>Recruit, train, and retain a modern marketing team.</li> <li>Propel growth through digital-savvy marketing agency partners.</li> <li>Adapt more quickly to marketing technology advancements.</li> <li>Create connected customer experiences.</li> <li>Turn marketing data into intelligence, and intelligence into action.</li> <li>Devise integrated marketing strategies that deliver real business results.</li> </ul> Solidly based in research, the book draws on marketing expert Paul Roetzer's experience consulting for hundreds of organizations, from startups to Fortune 500 companies, as well as key findings and insights from dozens of industry reports, articles, books, and interviews. In addition to the wealth of information outlined in the book, The Marketing Performance Blueprint includes downloadable worksheets as part of the Marketing Performance Pack. This handy resource complements the book and features a collection of templates, including a marketing team skills assessment, scorecard, campaign center, and project center. The Marketing Performance Blueprint is an actionable and innovative marketing guide to maximizing ROI through hybrid talent, advanced technology, and inbound strategy.