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Agile Marketing for B2B Presentation

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This presentation was given at the Colorado chapter's Business Marketing Association (BMA) roundtable. Brett Schklar presented on the B2B's approach to making Agile work in a fast-paced, …

This presentation was given at the Colorado chapter's Business Marketing Association (BMA) roundtable. Brett Schklar presented on the B2B's approach to making Agile work in a fast-paced, ever-changing world of B2B Marketing.

Published in: Marketing, Business, Technology

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  • 1. Agile Marketing (for B2B) #Agile4B2B #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 2. Why Agile Now for Marketing? (The nerds have been doing this for almost 10 years) Lifespan of a technology marketing professional Death of the WATERFALL Long-term planning is OUT Quick wins are IN Content CADENCE drives inbound Tools make it easier #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 3. Customer vs community (Sales) (Marketing) (One-to-One) (One-to-Many) (Non-Scalable) (Scalable) #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 4. Sa les Marketing Changing Relationship of Sales & Marketing in B2B Remember when sales VP’s owned the customers? #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 5. And Stay down! Mar ng keti Sales Changing Relationship of Sales & Marketing in B2B Marketing builds communities #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 6. What is Agile? Speedy / Fast / Less is More / Quick to Prove / Quick to Fail / Prettier Dashboards ! Quick to Change / More Actions / More Often / Content Focused / Targeted #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 7. What is AGILE? Agile marketing is about taking small steps, minimizing risk, and failing fast — all in an effort to figure out what works as efficiently as possible. As a methodology, it focuses on an iterative approach to planning and executing, learning quickly, and having a bias towards action. Agile marketing means listening to what your customer wants, programming your ads to reflect relevant topics, updating, and measuring. Source: http://www.flite.com/downloads/Flite-Agile_Marketing_eBook.pdf #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 8. Effort / Activity Sales Cycle Lifetime Why it’s great for the sales cycle? #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 9. Adapt Listen Measure Create Program Source: Brett the Great Agile is a different format for Project Management #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 10. You might already be doing it… • A/B Testing • Segmentation • Personas • Use Cases • Products
  • 11. Tools of the trade Kanban Boards #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 12. Tools of the trade Kanban Boards #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 13. Tools of the trade Stand-ups #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 14. Tools of the trade Services available #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 15. • • • • • • • • Content Downloads Inbound Links Lead Quality Score Lead Volume Social Media Engagement Social Media Reach Subscribers Website Traffic • • • • Cost of Customer Acquisition (COCA) Customer Lifetime Value Customer Retention Rates Employee Retention Rates • • • • • • Measure or die! 18 Key Measurement Metrics #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423 Inbound Job Candidates Lead-to-Sale Conversion Rates Net Promoter Score (NPS) Profitability Referrals Revenue Growth
  • 16. There are several goals for a daily stand-up meeting: ! To help start the day well To support improvement To reinforce focus on the right things To reinforce the sense of team To communicate what is going on As a mnemonic device, think of GIFTS: Good Start, Improvement, Focus, Team, Status Source: http://martinfowler.com/articles/itsNotJustStandingUp.html Tools of the trade Stand-up rules #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 17. Agile in the form of Personas, Use Cases & The infamous 5 Elements of B2B marketing Where Agile gets SEXY! #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 18. na Pe rso s se Demand   Gen a e  C Us s Strategy RelaConship   #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423 CreaCve
  • 19. The Sales Guy ANATOMY Male in his early thirties to forties who is college educated with a BA. He is well spoken with an out-going personality.   He likes to compete almost as much as   he likes to win. While he can be a team player he is more focused on personal performance than other employees.   ! Has worked in high-tech direct sales and understands the business from many sides.   Wants access to inventory data so he can understand which partners are able to support deals. Thinking about which partners are performing and which can support his deals. ! Likely very comfortable with salesforce.com and likes using it to track sales performance and leads and to get a snapshot of his personal performance.   ! He is likely frustrated with how long it takes to get paid on sales commissions and he wants clear data on how much he has earned in realtime. Concerned about inaccurate sales forecast. #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423 Watches sales carefully to see who is buying and to keep track of his commissions. Wants to meet the end customer for every transaction.
  • 20. The Sales Guy Primary  focus  should  be  on  the  ability  to  deliver  faster,  more  accurate   compensaCon,  more  accurate  forecasCng  and  end  customer  visibility. Objections HABITAT Telephone   ! Email   ! LinkedIn   ! Banner Ads / Retargeting   ! Professional Member   ! Organizations   ! Networking Events I  don’t  want  a  soluCon  that  changes  the  way  I  do  things.  I  know   what  I’m  doing.   ! How  do  I  know  your  data  is  as  accurate  as  you  say  it  is?   ! How  can  I  tell  if  your  soluCon  is  customizable  to  match  my  needs?   ! What  is  the  support  model  for  your  soluCon?   ! How  can  I  get  my  channel  partners  to  adopt  this? #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 21. The Power of WHY WHAT WHERE #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 22. In Action: Priority Use   PrioriCza Case  1 Use   Case  2 Use   Case  3 Use   Case  4 Use   Case  5 Con Persona   1 Persona   2 Persona   3 Persona   4 Persona   5 #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 23. In Action: MCG Example New  CEO New  Product   “Need  a  New   Missing  Sales   MarkeCng   Launch Web  site” Targets Downsized PrioriCzaCon CMO  /   MarkeCng  VP MarkeCng   Manager Sr  VP  Sales  &   Mktg CEO #MakeB2BSexy  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423 #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 24. The Power of WHEN #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 25. If  Facebook  has  a  relaConship  status,  why  don’t  you  have  a  relaConship   status  for  your  prospects?     #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 26. 20 Minitargets
 Persona & Use-case Based Persona 1, Use Case 1   Persona 1, Use Case 2   Persona 1, Use Case 3   Persona 1, Use Case 4   Persona 1, Use Case 5 • • • • • • • • • • Persona 2, Use Case 1   Persona 2, Use Case 2   Persona 2, Use Case 3   Persona 2, Use Case 4   Persona 2, Use Case 5 • • • • • Persona 3, Use Case 1   Persona 3, Use Case 2   Persona 3, Use Case 3   Persona 3, Use Case 4   Persona 3, Use Case 5 • • • • • Persona 4, Use Case 1   Persona 4, Use Case 2   Persona 4, Use Case 3   Persona 4, Use Case 4   Persona 4, Use Case 5 #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 27. 20 Minitargets
 Persona & Elements Based • • • • • • • • • • Persona 3, Aw   Persona 3, Fa   Persona 3, Co   Persona 3, Pu   Persona 3, Ex • • • • • Persona 1, Aw   Persona 1, Fa   Persona 1, Co   Persona 1, Pu   Persona 1, Ex • • • • • Persona 2, Aw   Persona 2, Fa   Persona 2, Co   Persona 2, Pu   Persona 2, Ex Persona 4, Aw   Persona 4, Fa   Persona 4, Co   Persona 4, Pu   Persona 4, Ex #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 28. 25 Minitargets
 Use Case & Elements Based • • • • • Use Case 1, Aw   Use Case 1, Fa   Use Case 1, Co   Use Case 1, Pu   Use Case 1, Ex • • • • • Use Case 4, Aw   Use Case 4, Fa   Use Case 4, Co   Use Case 4, Pu   Use Case 4, Ex • • • • • Use Case 2, Aw   Use Case 2, Fa   Use Case 2, Co   Use Case 2, Pu   Use Case 2, Ex • • • • • Use Case 3, Aw   Use Case 3, Fa   Use Case 3, Co   Use Case 3, Pu   Use Case 3, Ex • • • • • Use Case 5, Aw   Use Case 5, Fa   Use Case 5, Co   Use Case 5, Pu   Use Case 5, Ex #Agile4B2B  |  info@demandmcg.com  |  Bre6  Schklar  |  303.325.7423
  • 29. Want to Join the sexy B2B agile community? Tweet us @demandmcg (#agile4b2b) and we’ll include in our upcoming Agile & Ales community!
  • 30. A VERY SEXY THANK YOU! info@demandmcg.com! 303-325-7423! @demandmcg! Make B2B Sexy!