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

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 thats 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 Theres 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, its 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 isnt just marketings friend; its its lifeline. Pauls 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 youre 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 youre 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 todays empowered buyers. MIKE VOLPE, CMO, HubSpot

Foreword Dharmesh Shah Acknowledgements Introduction SECTION I: The Backstory Chapter 1 Mind the Marketing Gaps The Marketing Talent Gap The Marketing Technology Gap The Marketing Strategy Gap The Marketing Performance Gap Chapter 2 Commit to Digital Transformation Adoption and Adaptation Obstacles to Evolve The Exposed Brand SECTION II: Marketing Talent Chapter 3 Build a Modern Marketing Team A Talent War Has Begun Rise of the Hybrids The Science of Recruiting Chapter 4 Construct an Internal Marketing Academy Keeping Pace or Falling Behind? The Role of Online Education An Internal Academy Model Chapter 5 Propel Growth Through Agency Partners The Marketing Agency Ecosystem Finding Your Match Managing the Outsourced Team SECTION III: Marketing Technology Chapter 6 Create a Connected Customer Experience It Is Their Journey, Not Yours The Impact of Automation Algorithms and Artificial Intelligence Let′s Get Contextual Chapter 7 Manage the Marketing Technology Matrix Into the Cloud Map Your Marketing Technology Strategy Core Technologies Snapshot SECTION IV: Marketing Strategy Chapter 8 Perform a Marketing Assessment Potential for Success The Marketing Score Model The Strategy Gateway Chapter 9 Develop a Marketing Scorecard Metrics That Matter Getting Started with Google Analytics Automate and Visualize Intelligence Chapter 10 Strategize a Marketing Gameplan e3 Model Snapshot Evaluate Establish Execute Conclusion Resources About the Author Notes Index

PAUL ROETZER is founder and CEO of PR 20/20, a Cleveland–based inbound marketing agency. PR 20/20 was the original firm in HubSpots certified Agency Partner program, which now includes more than 1,500 agencies worldwide. Roetzers 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 Universitys 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.