unlocking the potential of modern marketing agencies

Driven by Results: Unlocking the Potential of Modern Marketing Agencies

Presented by Paul Roetzer (@PaulRoetzer)

Oct. 12, 2011

PR 20/20 Timeline

•  February 2004: Had an idea for a different agency model.

•  July 2005: Completed the business plan.

•  November 2005: Launched the agency.

•  March 2006: Hired first employee and moved into office.

•  November 2007: Took the leap with HubSpot.

•  April 2008: Introduced HubSpot service packages.

•  Sept 2008: Attended/spoke at the Inbound Marketing Summit.

•  Sept 2008: Published Dawn of the Inbound Marketing Agency.

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PR 20/20 Timeline •  January 2010: Released How to Build Your Inbound Marketing GamePlan.

•  July 2010: Launched 2nd edition of service packages.

•  November 2010: Celebrated our 5-year anniversary.

•  December 2010: Had a change in perspective.

•  April 2011: Signed Wiley deal to author The Marketing Agency Blueprint.

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“It’s not about who we are, but what we, as marketing agencies, have the potential to be.” —

The Marketing Agency Blueprint, Introduction


Rise of the Hybrids

• Tech savvy •  Integrated services • Versatile talent • Diversified revenue


“A great book seeks to explain causality, not correlation. It works to point out the circumstances in which it works, and where it doesn't. And in so doing, it

is broadly applicable.” — Clayton Christensen


1) Change Velocity

•  Technology innovation

•  Consumer behavior

•  Business software

•  Online applications

•  Communication patterns

•  Marketing philosophies

•  Agency management systems

•  Client services


2) Selective Consumption

•  Basic principle behind inbound marketing

•  Consumers tuning out traditional marketing

•  Brands lose control, but gain loyalty

•  Shifting budgets

•  New strategies

•  Expanded and integrated services


3) Success Factors


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Keys to Successful Agency Partnerships Evaluating, Hiring and Managing Firms


1) Insist on A Players

•  Analytical

•  Confident

•  Creative

•  Detail-oriented

•  Highly motivated

•  Strategic


2) Find Tech-Savvy Partners


3) Demand Digital is Ingrained in DNA

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Source: How to Build Your Inbound Marketing GamePlan

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4) Look for Data Lovers


5) Invest in the Doers


6) Seek Systems for Success


7) Find Partners, Not Providers


Other Considerations

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•  Culture

•  Pricing

•  Stability

•  Capacity

•  Management

•  Performance

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The Agency Side of the Story Principles from The Marketing Agency Blueprint


1) Inefficiency is the enemy of success.

2) A real-time world demands real-time agencies.

3) Talent cannot be replicated.

4) The best plan is to prepare for perpetual change.

5) Doing is the key to differentiation.

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Lessons Learned

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6) Everything is sales.

7) All clients are not created equal.

8) Never hesitate to head in a direction that others seem to fear.

9) An agency’s value is measured in outcomes, not outputs.

10) It is purpose, not profits, which defines an agency.

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Lessons Learned

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“Purpose eases the pain of the long hours and gives you the fortitude to fail. It makes menial tasks

meaningful, and serves as the pivotal piece of your employee recruitment and retention strategy.” —

The Marketing Agency Blueprint, Chapter 10


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