The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms (Hardcover)

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.

建立一家面向現代的顛覆性營銷代理機構

營銷服務行業正處於一個真正轉型的時期。那些根植於傳統且抗拒變革的老牌機構將會崩潰，新的領導者將崛起。更靈活、技術敏銳且具有協作能力的混合營銷代理機構將重新定義這個行業。數字化服務將融入機構的基因，並與傳統方法相結合，實現整合式的宣傳活動。機構的深度、多功能性和人才的驅動力將成為追求更高目標的組織的基石。《營銷代理機構藍圖》是一本實用而坦率的指南，提出了建立這種混合機構的十條規則。

新的營銷代理機構模式將通過服務、咨詢、培訓、教育、出版和軟件銷售的組合來創建和培育多樣化的可持續收入流。它將以效率和生產力而非計時收費作為盈利的關鍵驅動力。其價值和成功將通過成果而非輸出來衡量。它的強大和穩定將取決於願意處於不斷變化的狀態以及比競爭對手更快地執行和適應的能力。《營銷代理機構藍圖》展示了如何：

- 產生更多合格的潛在客戶，通過設定價格和服務套餐贏得客戶，並獲得更多長期合同
- 開發高效的管理系統和更有效的客戶團隊
- 為客戶提供更大的成果和價值

這就是營銷服務行業的未來。一個由弱勢者和創新者所定義和引領的未來。你有機會站在轉型的前沿。