Agile Marketing - Save Your Sanity

Agile MarketingSave Your SanityPresented by:Mathew Sweezey, Sr. Sales Executive, PardotThursday, August 2, 2012

Agenda•  What is Agile•  Why Agile for Marketing•  Tenets of Agile•  How to Be Agile•  Agile Examples in Marketing

What is Agile?It’s the new black

Not Agile•  Waterfall planning•  Works for static messaging•  Don’t know any better Slow Death

Agile•  Works for multi-channel multi-touch campaigns•  Built for modern marketers•  More relevantFast andNimble

Why Agile for Marketing?Why should you care?

Checklist to see if Agile is for you:You value your sanity?You are managing multiple campaigns andmedia channels at once at once?You are being made accountable for ROI?You want to have better marketing?You want to be more responsive torelevant topics ?

Tenets of Agile for MarketingJust a few of them!

Tenets of Agile Marketing1)  People are the key2)  Short goals3)  Execute4)  Review and change

Short GoalsSprint Execute Evaluate

Agile, ask you about?Yes, teach me, Yoda!

Daily Standups What did Working you do on gettingyesterday? Skywalker today. No hassles here!

Team Roles •  PR •  Blog •  Events •  Analyst •  Skunk WorksBuzz Inbound •  SEO •  PPC •  Email Conversion •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email TIP: Bounty hunters make great marketers!

Short 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

Short GoalsBuzz Inbound Conversion Sprints 2 weeks

Short Goals Webinar – Needs Goal Research Create Slides Create Form for Registration Get Panelist Sprints2 weeks*

Execute “Better not Best”•  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

Team Metrics •  Uniques •  Likes •  Klout ScoreBuzz Inbound •  Reach •  Leads •  Quality •  Downloads Conversion •  Traffic •  Velocity •  MQL •  Close Ratio

Examples of how to be AgileTake this and call me in the morning!

Agile ContentMarketing •  Test content topics with PPC campaign before content is created

Agile NurturingPrograms •  Design 3 steps at a time •  Evaluate, then build next set of 3

Agile LargeCampaign •  Design Mission Critical Parts •  Assign Parts (define 2 week goals) •  Review Results

Agile Tools andPlatforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation

Enough Said!

QuestionsStupid ones are okay!

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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Agile Marketing - Save Your Sanity

by Pardot on Aug 03, 2012

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