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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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Recent Posts

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 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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Following is an excerpt from Chapter 6 of The Marketing Performance Blueprint.

Marketing automation has the ability to expand the value and impact of your content, capture lead intelligence, improve lead-to-sale conversion rates, drive repeat purchasing, and, most important, enhance the overall customer experience throughout the journey.

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“Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide.”

[The Marketing Performance Blueprint is now available in print and digital. Visit the book site to learn more.]

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