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Paul Roetzer

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, author of The Marketing Performance Blueprint and The Marketing Agency Blueprint, and creator of The Marketing Artificial Intelligence Institute and Marketing Score. Full bio.
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Editor's Note: This post was originally published on the Marketing Artificial Intelligence Institute, a new community for modern marketers created and powered by PR 20/20. 

In April 2015 I launched an internal initiative at PR 20/20 named Project Copyscale designed to answer one seemingly straightforward question, can we automate content creation through artificial intelligence (AI)? More specifically, can we use machines to write blog posts?

Like most organizations, we were struggling to create content at scale, while maintaining quality.

I had just returned from SXSW in Austin where I heard the managing editor of the Associated Press and the CEO of Automated Insights discuss how the AP had used Automated Insights technology to shift earnings reports to 100 percent machine written.

I had spent the better part of three years theorizing and building software that would use AI to automate marketing strategy. So I knew theoretically what was possible, but I had no idea if the technology truly existed to transform our agency, the marketing industry and the business world at large.

What we’ve learned since that time has altered my view of what’s possible today, and in the near future. We’re still experimenting with developing AI software, but I’ve shifted our focus to something we’re more uniquely qualified to do—tell the story of AI from a marketing perspective.

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I spent the first six years of my marketing agency career chasing hourly quotas instead of results. Our goal was to bill a minimum of five hours per day. 

Yes, we cared if the client was happy and successful, but the fundamental economic driving force behind the firm's existence, and my career potential, was the billable hour.

I discovered early on that the billable-hour model was a flawed, archaic, agency-centric system that wrongly tied agency performance to outputs, not outcomes. 

In 2004, four years into my career, I became highly motivated to build a more efficient and profitable solution that shifted the focus to client needs and goals. 

The idea was centered on making services tangible with clearly defined costs, features and benefits, almost like buying a product off a retail shelf or signing up for a software service.

My theory was that if clients understood exactly what they were getting, and agreed ahead of time what it was worth, then we could remove the mystery from the equation and focus on delivering value and results. 

The problem was that the billable-hour model was the only one I had ever known. How would I build an entirely new financial model and productize a service business?

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Editor's note: This post was originally published by Content Marketing Institute and has been edited for comprehensiveness. 

After months of planning, research, writing, and design, your new B2B research report is set to launch.

Personas have been defined. Databases have been segmented. Website traffic, lead generation, and sales conversion goals are all set. And your project management system has been stacked with all the standard elements of a successful content marketing campaign, such as:

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Editor's note: The following is an excerpt from The Marketing Performance Blueprint, and was also published on the HubSpot Agency Post.  

The marketing services industry is in a state of flux. As CMOs navigate the marketing talent gap, they are increasingly seeking performance-driven agency partners that are immersed in marketing technology and staffed with digital-savvy professionals. SMBs need partners that can deliver fully integrated solutions and in essence function as outsourced inbound marketing teams. Large enterprises commonly look for niche expertise in core digital disciplines such as content marketing, paid search, SEO, social media monitoring, and analytics to complement internal marketing teams.

The future belongs to dynamic agencies with more efficient management systems, integrated services, versatile talent, value-based pricing models, a love for data, and a commitment to producing measurable results. These tech savvy modern marketing firms thrive on change and continually apply advances in technology to strengthen their businesses, adapt their services, and deliver greater value to you, the client.

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The proliferation of marketing channels, apps, mobile devices, social networks and content has given consumers more choices and greater control, while increasing complexity for marketers.

We want to help simplify and optimize the marketing planning process for your business.

Use the following marketing game plan model, as featured in Chapter 10 of The Marketing Performance Blueprint, to build core strength, spur growth through existing assets, connect actions to outcomes and allocate resources based on performance. There are three phases—evaluate, establish and execute (e3)—made up of 15 steps.

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"High performers differentiate by doing, not planning. Do your homework, put strategies in place, and then start testing and revising." — The Marketing Performance Blueprint

Consider this scenario . . .

A B2B SaaS company with $10M in funding and aggressive growth goals is struggling to meet lead-gen targets. The CMO fears they’re going to fall short of Q4 goals.

The marketing team is blogging 2x per week, and producing a high-quality ebook with an accompanying webinar each month. But, not enough people are organically finding the content.

What do they do?

Do they need a paid media strategy?

Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts? 

Should they hire an agency and double down on number of blogs posts?

Maybe. Maybe. And maybe. 

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Business professionals are drowning in data, and we receive more emails, notifications and requests than ever before. With all this noise demanding our attention, how can we focus on what really matters to our business?

For answers, we turned to Phil Simon (@philsimon), friend, keynote speaker and author of Message Not Received (Wiley, 2015). The new book outlines how professionals and organizations can communicate more effectively and increase efficiency through simpler language and new technologies. Read on for insights on why business communication is broken, and how we can fix it. 

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Editor's Note: This post was originally published on LinkedIn.

What’s possible when the art and science of marketing collide?

I’ve been consumed by this question for the better part of 10 years since launching PR 20/20. I believe the marketing industry has reached an inflection point, and everything is about to change.

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An immersive experience in marketing strategy and performance management

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.

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Following is an excerpt from The Marketing Performance Blueprint (John Wiley & Sons, 2014). Visit performance.pr2020.com for additional information and resources.

The Marketing Talent Gap 

Digital marketing has revolutionized the industry, and the job market. Corporate marketing departments, small businesses, and marketing agencies struggle to recruit and retain qualified professionals for career paths that did not exist three years ago, while academic institutions are faced with the need to adapt curriculums to the real-time nature of business. 

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