Agile Marketing -Minimize the Marketing MayhemWhy, What, HowPresented by:Mathew Sweezey, Evangelist, PardotThursday, Octob...
Agenda•  Why Agile•  What is Agile for Marketing•  How to be Agile•  Agile Examples in Marketing
Old Method•  Waterfall planning•  Works for static campaigns                 Slow Death
Traditional Research Lifecycle                                                   I	  need	  more	                         ...
Agile•  Works for multi-channel,   multi-touch campaigns•  Built for engagement   marketingFast andNimble
Modern Research Lifecycle                             I’ll	  ask	  TwiAer	            I’ll	  ask	  Linkedin	              ...
Tenets of Agile for MarketingJust a few of them!
Tenets of Agile Marketing1)  Be organized2)  Have short goals3)  Execute often4)  Review and change	  
Be OrganizedGet it together man
Team Roles                                            •    PR                                            •    Blog        ...
Daily Standups What did            Working  you do            on gettingyesterday?          Skywalker                     ...
Short GoalsThink Granular
Define Your GoalsUser StoriesI first went to Google andsearched for “Agile Marketing,”then I found this Paid Search Adfor ...
Execute GoalsSprint        Execute    Evaluate
ExecuteThe Nike Rule!
Just Do It!•  Failure is okay on short scales•  Failure is not okay on large scales   (this is why agile is so great)•  Tr...
Measure UpCheck and Change
Team Metrics                             •  Uniques                             •  Likes                             •  Kl...
ExamplesThe Force is Strong in You!
Agile Content Marketing R2D2	  Says:	   001100110010110101 01	  	  0100	  	  001	  10!	                          	        ...
How To:1.  Create topic2.  Create cover page                              AD:	  White	  paper	  on	  Marke,ng	  3.  Write ...
Agile Drips                                     Create 3 R2D2	  Says:	  00	  00111	      drip emails 0101	  0100	  	  001	...
How To:1.  Determine goal           Create 32.  Use Excel to document    drip emails                             first. Ru...
Agile Lead Gen                                    Example	  of	  Agile	  Marke,ng	  Lead	                                 ...
How To:                                             Example	  of	  Agile	  Marke,ng	  Lead	                               ...
Agile Tools and Platforms                •  Listening                 - Hootsuite         •  Project Management           ...
Enough Said!
QuestionsStupid ones are okay!
Pardot	  Mathew	  Sweezey	              950	  East	  Paces	  Ferry	  Rd	  Marke&ng	  Evangelist	  	                       ...
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Agile Marketing - Minimize the Marketing Mayhem - Why, What, How

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You may have heard of "agile" in reference to the development world. Well, this is "agile" - for the marketing world! If you are open to new and improved marketing processes, then you have come to the right place! Join Mathew Sweezey, Marketing Automation Evangelist from Pardot, as he introduces us to the new world of Agile Marketing!

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Agile Marketing - Minimize the Marketing Mayhem - Why, What, How

  1. 1. Agile Marketing -Minimize the Marketing MayhemWhy, What, HowPresented by:Mathew Sweezey, Evangelist, PardotThursday, October 4, 2012
  2. 2. Agenda•  Why Agile•  What is Agile for Marketing•  How to be Agile•  Agile Examples in Marketing
  3. 3. Old Method•  Waterfall planning•  Works for static campaigns Slow Death
  4. 4. Traditional Research Lifecycle I  need  more   Trade   informa,on.  I’ll  Call   Publica,on   Them   There  were  very   few  sources  of   Marke,ng  Funnel     informa,on  –     Mostly  Controlled   by  you  
  5. 5. Agile•  Works for multi-channel, multi-touch campaigns•  Built for engagement marketingFast andNimble
  6. 6. Modern Research Lifecycle I’ll  ask  TwiAer   I’ll  ask  Linkedin   I’ll  ask  a  Friend   Google   Stage  1   Now  there  are  unlimited  entry   Stage  2   points  to  your   marke,ng.  You  control  very  few   Stage  3   of  them.   MQL  
  7. 7. Tenets of Agile for MarketingJust a few of them!
  8. 8. Tenets of Agile Marketing1)  Be organized2)  Have short goals3)  Execute often4)  Review and change  
  9. 9. Be OrganizedGet it together man
  10. 10. Team Roles •  PR •  Blog •  Events •  Analyst •  Skunk WorksBuzz   Inbound •  SEO •  PPC •  Email Conversion   •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email
  11. 11. Daily Standups What did Working you do on gettingyesterday? Skywalker today. No hassles here!
  12. 12. Short GoalsThink Granular
  13. 13. Define Your GoalsUser StoriesI first went to Google andsearched for “Agile Marketing,”then I found this Paid Search Adfor a eBook.Then, I went to thesite and watched awebinar… Sprints
  14. 14. Execute GoalsSprint Execute Evaluate
  15. 15. ExecuteThe Nike Rule!
  16. 16. Just Do It!•  Failure is okay on short scales•  Failure is not okay on large scales (this is why agile is so great)•  Try new things all the time•  If you’re not failing, you’re not trying
  17. 17. Measure UpCheck and Change
  18. 18. Team Metrics •  Uniques •  Likes •  Klout ScoreBuzz   Inbound •  Reach •  Leads •  Quality •  Downloads Conversion   •  Traffic •  Velocity •  MQL •  Close Ratio
  19. 19. ExamplesThe Force is Strong in You!
  20. 20. Agile Content Marketing R2D2  Says:   001100110010110101 01    0100    001  10!     AD:  White  paper  on  Marke,ng   Transla,on:     Stages  –  DL  first  3  pages   Now  you  get  it!  
  21. 21. How To:1.  Create topic2.  Create cover page AD:  White  paper  on  Marke,ng  3.  Write 2 pages Stages  –  DL  first  3  pages  4.  Buy ad5.  Advertise “Pre-Release”6.  Drive to form7.  See how popular the download is8.  Evaluate next steps
  22. 22. Agile Drips Create 3 R2D2  Says:  00  00111   drip emails 0101  0100    001  10   first. Run 1111!   them; then   look at Transla,on:     results to GENIUS!   create the next set of 3.
  23. 23. How To:1.  Determine goal Create 32.  Use Excel to document drip emails first. Run3.  Get 3 pieces of them, then content look at4.  Write 3 emails results to5.  Add members to create the campaign next set of 3.6.  Test and evaluate next steps
  24. 24. Agile Lead Gen Example  of  Agile  Marke,ng  Lead   Genera,on  Campaign   R2D2  Says:  0100    001   10!    I’m  Looking  for     Marke,ng  Automa,on   Transla,on:     Team  Work!   Inbound:  Op,mize  for  mul,ple  entry  points   Introduce   Tweet:  From  Buzz   Drive  them   them  to  a   Team  in  response   to  form,   group  in   which  will   Linkedin   add  them   to  a   nurturing   campaign  
  25. 25. How To: Example  of  Agile  Marke,ng  Lead   Genera,on  Campaign  1.  Listen2.  Create many different  I’m  Looking  for   entry points Marke,ng  Automa,on  3.  Know where to drive them to4.  Respond via Twitter Inbound:  Op,mize  for  mul,ple  entry  points  5.  Drive them to a landing page with form Introduce   Tweet:  From  Buzz   Drive  them   them  to  a   Team  in  response   to  form   group  in   which  will   Linkedin   add  them   to  a   nurturing   campaign  
  26. 26. Agile Tools and Platforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation
  27. 27. Enough Said!
  28. 28. QuestionsStupid ones are okay!
  29. 29. Pardot  Mathew  Sweezey   950  East  Paces  Ferry  Rd  Marke&ng  Evangelist     Suite  3300  mathew.sweezey@pardot.com   Atlanta,  Georgia  30326  @msweezey       404.492.6848   877.3B2B.ROI   www.pardot.com  
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