The Marketing Performance Blueprint - Paul Roetzer - ebook

The Marketing Performance Blueprint ebook

Paul Roetzer

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Opis

Discover what's possible when the art and science of marketingcollide The Marketing Performance Blueprint is an actionable andinnovative guide to unlocking your potential as a marketer andaccelerating success for your business. With an eye toward themarketing industry's rapid evolution, this book focuses on theprocesses, technologies, and strategies that are redefining themarketing environment. Step by step, you will learn how to buildperformance-driven organizations that exceed ROI expectations andoutpace the competition. Companies are demanding a more technical,scientific approach to marketing, and this guide provides the keyinformation that helps marketing professionals choose the righttools 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 dollarspent to bottom-line results. As the industry advances, thetremendous gaps in talent, technology, and strategy leave manyprofessionals underprepared and underperforming. The MarketingPerformance Blueprint helps bridge those gaps: * Align marketing talent, technology, and strategy to reachperformance goals * Drive digital marketing transformation within yourorganization * Recruit, train, and retain a modern marketing team * Propel growth through digital-savvy marketing agencypartners * Adapt more quickly to marketing technology advancements * Create connected customer experiences * Turn marketing data into intelligence, and intelligence intoaction * Devise integrated marketing strategies that deliver realbusiness results The marketers who will redefine the industry in the comingmonths and years will never stop challenging conventional knowledgeand solutions. Whether in terms of evolved talent, advancedtechnology, or more intelligent and integrated strategies, thesedriven professionals will be in demand as the pioneers of the newmarketing era. The Marketing Performance Blueprint helpsmarketers blaze a trail of their own by providing a roadmap tosuccess.

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the marketing performance blueprint

strategies and technologies to build and measure business success

paul roetzer

Cover image: Technology 21 ©iStockphoto/aleksandarvelasevic Cover design: C. Wallace

Copyright © 2014 by Paul Roetzer. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Roetzer, Paul, 1978– The marketing performance blueprint : strategies and technologies to build and measure business success / Paul Roetzer. pages cm Includes bibliographical references and index. ISBN 978-1-118-88343-3 (Hardback); ISBN 978-1-118-88358-7 (ebk); ISBN 978-1-118-88357-0 (ebk) 1. Marketing--Management. 2. Strategic planning. I. Title. HF5415.R5666 2014 658.8′02–dc23 2014022278

For Eila and Balen.

Contents

Foreword

Acknowledgments

Introduction

Underprepared and Underperforming

Build a Performance-Driven Organization

Accelerate Success

Note

Section I: The Backstory

Chapter 1: Mind the Gaps

The Marketing Talent Gap

The Marketing Technology Gap

The Marketing Strategy Gap

The Marketing Performance Gap

Notes

Chapter 2: Commit to Digital Transformation

Adoption and Adaptation

Obstacles to Evolution

The Exposed Brand

Notes

Section II: Marketing Talent

Chapter 3: Build a Modern Marketing Team

A Talent War Has Begun

Rise of the Hybrids

The Science of Recruiting

Notes

Chapter 4: Construct an Internal Marketing Academy

Keeping Pace or Falling Behind?

The Role of Online Education

An Internal Academy Model

Notes

Chapter 5: Propel Growth through Agency Partners

The Marketing Agency Ecosystem

Finding Your Match

Managing the Outsourced Team

Notes

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

Origins of the Intelligence Engine

Let's Get Contextual

Notes

Chapter 7: Manage the Marketing Technology Matrix

Into the Cloud

Brinker's Marketing Technology Landscape

Map Your Marketing Technology Strategy

Core Technologies Snapshot

Notes

Section IV: Marketing Strategy

Chapter 8: Perform a Marketing Assessment

Potential for Success

The Marketing Score Model

Business and Marketing Cores

The Strategy Gateway

Notes

Chapter 9: Develop a Marketing Scorecard

Metrics That Matter

Getting Started with Google Analytics

Automate and Visualize Intelligence

Notes

Chapter 10: Strategize a Marketing Game Plan

e3 Model Snapshot

Evaluate

Establish

Execute

Note

Conclusion

The Marketing Performance Laws

Core Concepts

Resources

About the Author

Index

End User License Agreement

Guide

Cover

Table of Contents

Section I

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Foreword

When Brian Halligan and I started HubSpot in June 2006, we wanted to transform how organizations acquired customers. The Internet had altered how people accessed information, connected, shopped, and shared. As a result, marketing as we knew it was broken.

Traditional, outbound marketing methods, such as trade shows, advertising, and telemarketing, were becoming less and less effective. Consumers were choosing when and where to interact with brands, turning to search engines and social networks for resources, products, and services.

HubSpot became our chance to revolutionize the marketing industry and give businesses the tools needed to better reach and engage buyers online and on their terms.

It was around this time that I met Paul at the inaugural INBOUND conference in Boston. He was one of HubSpot's earliest adopters, and in 2008, his marketing agency, PR 20/20, became our first Agency Partner, helping to pioneer a program that now includes more than 1,500 agencies worldwide.

Paul and his team have worked with dozens of clients to build and execute performance-driven inbound marketing campaigns. We share a common belief that businesses need to outthink, rather than outspend, their competition. Playing by everybody else's rules is a surefire way to lose, whereas innovation—and thinking differently—is rewarded.

Consumers are more informed, in touch, and in charge than ever before. Outdated marketing methods interrupt and annoy, causing customers to move further away from brands.

Buyers crave personalized experiences, and brands need to up their game to connect with audiences in meaningful ways. They must transform marketing from something most people hate to something that they love. This requires a shift in marketing strategy.

Successful marketing programs focus on the people behind each transaction. They humanize marketing and reimagine the full customer experience, from first interaction to post-sale support. This is how you deliver memorable inbound experiences that turn followers into customers and customers into advocates. This is how you create marketing that people love.

But, there is no magic wand to transform obsolete marketing practices, and too many companies remain frozen in time. Marketing departments must evolve their mind-sets and put the right technology and culture foundations in place.

Technology has dramatically changed how consumers live, connect, and shop, but it has also enabled marketers to execute more intelligent and targeted strategies. With technology in their toolbox, marketers can better meet consumer demands for excellence at every touchpoint, personalize interactions based on context, streamline campaign execution, and accurately measure performance.

It is for these reasons that companies like HubSpot exist—to help you market better and smarter, and to help you delight customers.

While technology makes lovable marketing a possibility, it is marketers who make it a reality. However, modern marketers are hard to come by—especially those with exceptional talent and the hunger to learn and achieve. To attract marketing stars, you must first become the keeper of culture. Define your organization's set of shared beliefs, values, and practices, and use that as the jumping-off point. Culture is to recruiting as product is to marketing—the better the culture, the easier it is to attract and retain exceptional talent.

As HubSpot has grown through the years, to more than 700 employees today, I have spent significant time thinking about culture. So much so that I have joked with my colleagues that the “T” in my CTO title may actually stand more for “talent” than “technology.” I have learned that knowing what your company believes and what makes it tick are paramount to attracting and retaining the right people.

And, a talented team, when paired with the right marketing technology and an evolved marketing strategy, completes the marketing-performance trifecta.

However, transformation is difficult. The Marketing Performance Blueprint is your guide to help accelerate success through marketing talent, technology, and strategy. Use it to build a performance-driven business and to create marketing that people love.

DHARMESH SHAH (@DHARMESH) Cofounder and CTO, HubSpot Coauthor, Inbound Marketing

Acknowledgments

The Marketing Performance Blueprint would not have happened without the incredible PR 20/20 team—Sam Brenner (@sambrenner2020), Dia Dalsky (@DiaDalsky), Allie Gottlieb (@alliegott), Mike Kaput (@MikeKaput), Tracy Lewis (@Tracy_J_Lewis), Angela Masciarelli (@Ang_Masciarelli), Jessica Miller (@jessica_joellen), Rachel Miller (@RachelAMiller), Keith Moehring (@keithmoehring), Taylor Radey (@TaylorLauren), and Sandie Young (@SandieMYoung).

Each one of them played a part in telling this story. They embody what it means to be a modern marketer. They challenge themselves to constantly learn and evolve, and they continually push the limits of what is possible when the art and science of marketing collide.

They inspire me every day to be a better professional, and a better person.

Introduction

UNDERPREPARED AND UNDERPERFORMING

The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology, and strategy.

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!