Bislr Intelligent Marketing Platform

Marketing Automation Goes Agile
How do you "go agile"? What does this mean for
campa...
What We’ll Discuss Today
• No one says you have to “go agile in 2014”
• What we do know is that the old school marketing p...
Lets Talk About Agile

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

3

3
This is Agile

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

4

4
Simple Facts
• The faster the campaigns get developed
• The more campaigns you run
• The more you test

BETTER HIGHER IMPA...
If your goal is to …
• Get More Done
• Adapt to Change
• See Measurable Results
Think Different
– Process
– Technology

© ...
Think Different

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

7

7
Expect Change
• Social Media
• Mobile
• Buying Process

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bi...
Social Media

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

9

9
Mobile
• Android over taking iOS

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

10

10
Buying Process
• 67% of the buyer’s work is done BEFORE they ever talk
to sales

© 2013, Bislr, Inc. @bislr #agilema | FRE...
Impact on the CMO

Source: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-CMO-Insights-Report-PDF.pdf

© 2...
Biggest Barriers to Success

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

13

13
In Short … What Marketing Needs is
• Better process
• Better technology

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day...
Agile Marketing

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

15

15
Benefits
Transformative

Status
Quo

Agile

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

16
...
Critical decisions
• You are going to need to
make
– Length of the sprint
– How to prioritize campaigns
– Scrum frequency ...
Sprint Length
• Shorter is better
• 3-4 weeks MAX

Source: http://agilemarketingmanifesto.org/values/adaptive-and-iterativ...
Create an Ongoing Backlog
• Campaigns
• Stories
• Points

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://...
How to Create Your Backlog
• Story fragments
Opportunity Nurture – ROI Calculator
A campaign that targets opportunities in...
Campaign
• LinkedIn Sponsored Posts
• Twitter Lead Cards
• Google Adwords
– Hint! Consistent naming conventions will reall...
Backlog Planning Tool
Story

Funnel Stage

Sales

Customer
Engagement

Marketing

Opportunity
Nurture

Bottom

13

5

13

...
Leverage Fibonacci Numbers
• Ensures ‘spread’ of votes

Fibonacci
Numbers
1-2-3-5-8-13

© 2013, Bislr, Inc. @bislr #agilem...
Sprint Planning Meetings
• Electronic & not face-to-face

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://...
Now we’ve got a Short List of Campaigns
• By step of the funnel … like so

TOFU
Campaign #1
Campaign #2
Campaign #3
Campai...
Pull Campaigns “Off the Backlog”

Plan directly off the
Campaign backlog
© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day...
Always be Testing Something
•
•
•
•
•
•

Shorter tweets
Visual content
Precision timing
Frequency
Cadence
Content

© 2013,...
Shorter Tweets

100 is the new 140

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

28

28
Visual Content
BEFORE

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

29

29
Precision Timing
• Focus on first 5-10 days after prospect enters your funnel

© 2013, Bislr, Inc. @bislr #agilema | FREE ...
Frequency

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

31

31
Impact
Conversion rate
+50%

Follow Rate
3x

Cost Per Lead
-11%

Retweets
2x

© 2013, Bislr, Inc. @bislr #agilema | FREE 1...
Cadence
• Varies by medium but in social media
• 10 tweets … other people’s content
• 4 touches … your content (organic)
•...
Content

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

34

34
Leverage the Moment
Cultural
Opportunistic
Business issues

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http:...
Example – Cultural Moment

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

36

36
Event Hijacking
During your competitors’ live events: Select event key words, phrases, or
#[hashtags] which are trending o...
Example – Churn Reduction

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

38

38
Hold Regular Retrospect Meetings

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com

39

39
Campaign Retrospective
What Happens in the Campaign Retrospect
• Actual campaigns executed
• Planned campaigns as on backl...
Focus on the Results that Matter
• Not Click Through or Cost Per but ROI (ideally)
• Percentage of opportunities influence...
In Terms of Technology Needed
• Don’t need anything fancy to plan your sprints –
spreadsheet will suffice
• Do need market...
Closing Thoughts
• Don’t bother with burn down charts
• Don’t bother with project “poker”

© 2013, Bislr, Inc. @bislr #agi...
Agile Marketing

What We Talked About
• Agile as a lightweight planning
process that is perfectly matched for
the shift to...
Disruptive Marketing Automation

Free 14-Day Trial
http://bislr.com

© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Tri...
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Transcript of "Marketing Automation Goes Agile"

  1. 1. Bislr Intelligent Marketing Platform Marketing Automation Goes Agile How do you "go agile"? What does this mean for campaign planning for 2014? Marcia Kadanoff CMO Bislr, Inc. © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 1 1
  2. 2. What We’ll Discuss Today • No one says you have to “go agile in 2014” • What we do know is that the old school marketing plan isn’t worth the paper it’s printed on #agilema © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 2 2
  3. 3. Lets Talk About Agile © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 3 3
  4. 4. This is Agile © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 4 4
  5. 5. Simple Facts • The faster the campaigns get developed • The more campaigns you run • The more you test BETTER HIGHER IMPACT RESULTS © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 5 5
  6. 6. If your goal is to … • Get More Done • Adapt to Change • See Measurable Results Think Different – Process – Technology © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 6 6
  7. 7. Think Different © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 7 7
  8. 8. Expect Change • Social Media • Mobile • Buying Process © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 8 8
  9. 9. Social Media © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 9 9
  10. 10. Mobile • Android over taking iOS © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 10 10
  11. 11. Buying Process • 67% of the buyer’s work is done BEFORE they ever talk to sales © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 11 11
  12. 12. Impact on the CMO Source: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-CMO-Insights-Report-PDF.pdf © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 12 12
  13. 13. Biggest Barriers to Success © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 13 13
  14. 14. In Short … What Marketing Needs is • Better process • Better technology © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 14 14
  15. 15. Agile Marketing © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 15 15
  16. 16. Benefits Transformative Status Quo Agile © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 16 16
  17. 17. Critical decisions • You are going to need to make – Length of the sprint – How to prioritize campaigns – Scrum frequency / stand up meetings – How to report on results – What supporting technology you need © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 17 17
  18. 18. Sprint Length • Shorter is better • 3-4 weeks MAX Source: http://agilemarketingmanifesto.org/values/adaptive-and-iterative© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com campaigns-over-big-bang-campaigns/#.Up-LjWRDuvg 18 18
  19. 19. Create an Ongoing Backlog • Campaigns • Stories • Points © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 19 19
  20. 20. How to Create Your Backlog • Story fragments Opportunity Nurture – ROI Calculator A campaign that targets opportunities in the later stage of our pipeline who need ROI information to help them make a positive buying decision © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 20 20
  21. 21. Campaign • LinkedIn Sponsored Posts • Twitter Lead Cards • Google Adwords – Hint! Consistent naming conventions will really help here • Campaign X – LinkedIn – Jan 14-30 • Campaign X – Twitter Lead Cards – Jan 14-30 • Campaign X – Google AdWords – June 14-30 – Track spending and monitor click-throughs in a unified manner © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 21 21
  22. 22. Backlog Planning Tool Story Funnel Stage Sales Customer Engagement Marketing Opportunity Nurture Bottom 13 5 13 Segment A Specific Campaign #1 Middle 5 10 5 Segment B Specific Campaign #2 Middle 1 3 2 Market Research Report Campaign Top 8 13 5 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 22 22
  23. 23. Leverage Fibonacci Numbers • Ensures ‘spread’ of votes Fibonacci Numbers 1-2-3-5-8-13 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 23 23
  24. 24. Sprint Planning Meetings • Electronic & not face-to-face © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 24 24
  25. 25. Now we’ve got a Short List of Campaigns • By step of the funnel … like so TOFU Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 26 21 21 13 8 5 5 5 5 5 25 25
  26. 26. Pull Campaigns “Off the Backlog” Plan directly off the Campaign backlog © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 26 26
  27. 27. Always be Testing Something • • • • • • Shorter tweets Visual content Precision timing Frequency Cadence Content © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 27 27
  28. 28. Shorter Tweets 100 is the new 140 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 28 28
  29. 29. Visual Content BEFORE © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 29 29
  30. 30. Precision Timing • Focus on first 5-10 days after prospect enters your funnel © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 30 30
  31. 31. Frequency © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 31 31
  32. 32. Impact Conversion rate +50% Follow Rate 3x Cost Per Lead -11% Retweets 2x © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 32 32
  33. 33. Cadence • Varies by medium but in social media • 10 tweets … other people’s content • 4 touches … your content (organic) • 1 touch … conversion action (sponsored) © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 33 33
  34. 34. Content © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 34 34
  35. 35. Leverage the Moment Cultural Opportunistic Business issues © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 35 35
  36. 36. Example – Cultural Moment © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 36 36
  37. 37. Event Hijacking During your competitors’ live events: Select event key words, phrases, or #[hashtags] which are trending on Twitter with high activity. In seconds, the automated campaign sends a personalized Tweet directly to each event lead’s @handle. Set automated triggers which “listen” for these terms on Twitter. Users who actively tweet these terms are captured in a list (for immediate and future use). © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 37 37 37
  38. 38. Example – Churn Reduction © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 38 38
  39. 39. Hold Regular Retrospect Meetings © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 39 39
  40. 40. Campaign Retrospective What Happens in the Campaign Retrospect • Actual campaigns executed • Planned campaigns as on backlog • Results achieved © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 40 40
  41. 41. Focus on the Results that Matter • Not Click Through or Cost Per but ROI (ideally) • Percentage of opportunities influenced by marketing Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 Program Cost $30,000.00 $40,000.00 $5,000.00 $15,000.00 $90,000.00 $5,000.00 $5,000.00 $10,000.00 $14,000.00 $12,000.00 $226,000.00 No. of Oppts Created 28 21 11 13 8 6 5 5 1 4 102 Dollar Value $717,900 $582,600 $300,000 $296,200 $188,200 $139,900 $121,200 $107,700 $89,800 $89,800 2,633,300 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com Revenue Expected $387,000 $451,000 $300,000 $$182,000 $106,000 $1,210,000 $$$680,000 3,316,000 Revenue Won $20,000 $70,100 $3,500 $$158,800 $28,000 $785 $45,000 $23,368 $349,553 ROI (Revenue) 67 175 70 176 560 16 450 167 - 41 41
  42. 42. In Terms of Technology Needed • Don’t need anything fancy to plan your sprints – spreadsheet will suffice • Do need marketing automation – – – – – – Create and execute more campaigns See results happen in real time via a feed Test new media opportunities as they come up Make sure assets are ready for mobile / social Field multi channel campaigns that go beyond email Close the loop / calculate ROI © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 42 42
  43. 43. Closing Thoughts • Don’t bother with burn down charts • Don’t bother with project “poker” © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 43 43
  44. 44. Agile Marketing What We Talked About • Agile as a lightweight planning process that is perfectly matched for the shift to more digital marketing • Iterative planning process pulling campaigns off a backlog • 10 Tips on how to implement agile marketing in your organization • Marketing Automation as the technology needed to meet your goals in 2014 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 44 44
  45. 45. Disruptive Marketing Automation Free 14-Day Trial http://bislr.com © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 45 45
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