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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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The following is a guest post from Jay Baer (@jaybaer), with an excerpt from his new book.  is a hype-free social media and content strategist & speaker, and author of Youtility: Why Smart Marketing is About Help not Hype. Jay is the founder of Convince & Convert and host of the Social Pros podcast.

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On Aug. 19, 2013, thousands of marketers will converge on the Hynes Convention Center in Boston for Inbound 2013, HubSpot's annual inbound marketing love fest.

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“The marketers, the publishers, the ad tech companies, the agencies, data management companies—they’re all going for the same type of employee.” John Ebbert, executive editor & publisher, AdExchanger.com (source)

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“Hybrid professionals are trained to deliver services across search, mobile, social, content, analytics, web, PR, and email marketing. They provide integrated solutions that used to require multiple agencies and consultants.”The Marketing Agency Blueprint

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What’s Your Marketing Score?

Every element of an organization, as it relates to marketing, can be divided into assets, neutrals and escalators. Assets are existing strengths that can accelerate marketing success, while escalators are weaknesses that require additional resources to improve.

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Editor's Note: We've dropped "Net" from the original name, and moved PR 20/20's Marketing Score into public beta as of November 2012. Sign up free today!

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We have entered a 24/7/365 bathing suit season in business. You and your company are always exposed, always vulnerable. Depending on your perspective, this can be intimidating or empowering.

Our lives and businesses have become reality shows—open to the world, sometimes by choice, other times by association. Customers are talking, competitors are watching, employees are networking, family and friends are sharing, and companies are scrambling to adapt and evolve.

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Modern marketers have the ability—and one may argue, the obligation—to track and tie marketing activities to bottom-line business results

Driven by three change catalysts identified by PR 20/20 CEO Paul Roetzer (@paulroetzer) in The Marketing Agency Blueprint—change velocity, selective consumption and success factors—we can no longer hide behind soft "data" like impressions, ad equivalency, or big-hit campaigns (Whassup?). Nor should we rely solely on outputs—such as number of emails / mailers sent, number of blog posts published or frequency of social status updates—to showcase our worth. 

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What can marketers learn from filmmaker Andrew Stanton (@andrewstanton), whose work includes: Toy Story, Finding Nemo, WALL-E, A Bug’s Life and John Carter?

The art of story.

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History is full of industry leaders and business pioneers who have become irrelevant because they failed to innovate and evolve. Maybe it is the result of conservative cultures, poor leadership, a lack of will and vision, or the systematic inertia that builds from years of complacency. — The Marketing Agency Blueprint (Wiley), Chapter 9

 

The Chief Marketing (CMO) Council recently released an eye-opening report—More Gain, Less Strain—revealing the depth and severity of issues facing the client-agency relationship today. 

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