Keep Calm and Agile On

Mathew Sweezey
Marketing Evangelist
Safe Harbour
Safe harbour statement under the Private Securities Litigation Reform Act of 1995:
This presentation may cont...
What Is
Agile Marketing?
#PardotWebinar
Waterfall Method
Trade Shows Billboards
Industry Events
Direct Mail Conferences
Analog Media

#PardotWebinar
Agile
Drip NurturingPPC
Social Email Marketing
Webinars AdWords
Content Marketing

#PardotWebinar
1
#

#PardotWebinar
AGILE	
  TEAM	
  
#PardotWebinar

TEAM
“BRANDING”

EventsAnalyst Relations
PR PostsTRADE SHOWS
Blog

“LEAD GEN”

SEO

“DEM...
What Did You
Do Yesterday?

#PardotWebinar

What Are You
Doing Today?

Do You Have
Any Hassles?
2

#

#PardotWebinar
USER
STORIES
Ask How, When and
Why?

#PardotWebinar
3

#

#PardotWebinar
-­‐	
  Sco&	
  Armstrong,	
  Brainrider	
  	
  
 
GOAL

*Executing BETTER, then measuring
and recalibrating will always get you
closer to your goal.

START
4

#

#PardotWebinar
METRICS	
  

METRICS
#PardotWebinar

“BRANDING”

HITs Klout Score
Page ViewsUniques

“LEAD GEN”

LEADS STAGES
DOWNLOADS

“...
#PardotWebinar
• 
• 
• 
• 
• 
• 
• 
#PardotWebinar

PPC

Create Topic
Create Cover Page
Write 2 Pages
Advertise as “Pre-Release”
Drive to...
DRIP

Create 3 emails at a time.
That gives you plenty of
time to see how well they
performed, and then
create 3 more.

#P...
Social
#PardotWebinar
REPORT
STAGE 1	
  
STAGE 2	
  
STAGE 3	
  
#PardotWebinar
TOOLS	
  

TOOL BOX
#PardotWebinar

LISTENING
PROJECT
MANAGEMENT
EXECUTION

HootSuite

Radian 6

TWITTER
TRELLO BaseCamp

...
DOWNLOADS

Traffic
	
  Traffic

PPC

HITs Klout Score
Page ViewsUniques
LEADS Conferences
Likes

DRIP
STAGE 2

AdWords

ST...
Mathew Sweezey
Marketing Evangelist
@mathewsweezey

msweezey@salesforce.com
Keep Calm and Agile On
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Keep Calm and Agile On

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Agile marketing. You may have heard about it, maybe even wondered about it...and if it could be right for you and your marketing team.

Here's some great news: whether you are a member of a smaller marketing team or large, enterprise-level marketing team, ALL marketers can benefit from agile marketing. Join Mathew Sweezey, Marketing Evangelist at Pardot, a salesforce.com company to learn:

- How to improve team communication with agile marketing
- How to save time and money in executing marketing initiatives
- How to make even the most challenging campaign a success

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Keep Calm and Agile On

  1. 1. Keep Calm and Agile On Mathew Sweezey Marketing Evangelist
  2. 2. Safe Harbour Safe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling nonsalesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements. #PardotWebinar
  3. 3. What Is Agile Marketing? #PardotWebinar
  4. 4. Waterfall Method Trade Shows Billboards Industry Events Direct Mail Conferences Analog Media #PardotWebinar
  5. 5. Agile Drip NurturingPPC Social Email Marketing Webinars AdWords Content Marketing #PardotWebinar
  6. 6. 1 # #PardotWebinar
  7. 7. AGILE  TEAM   #PardotWebinar TEAM “BRANDING” EventsAnalyst Relations PR PostsTRADE SHOWS Blog “LEAD GEN” SEO “DEMAND GEN” Paid Search LinkedIn Marketing Email CONTENT MARKETING Events CONTENT MARKETING MQL NURTURING Converting Paid Search
  8. 8. What Did You Do Yesterday? #PardotWebinar What Are You Doing Today? Do You Have Any Hassles?
  9. 9. 2 # #PardotWebinar
  10. 10. USER STORIES Ask How, When and Why? #PardotWebinar
  11. 11. 3 # #PardotWebinar
  12. 12. -­‐  Sco&  Armstrong,  Brainrider    
  13. 13.   GOAL *Executing BETTER, then measuring and recalibrating will always get you closer to your goal. START
  14. 14. 4 # #PardotWebinar
  15. 15. METRICS   METRICS #PardotWebinar “BRANDING” HITs Klout Score Page ViewsUniques “LEAD GEN” LEADS STAGES DOWNLOADS “DEMAND GEN” Likes Quality of Traffic Traffic VELOCITY OF LEADS MQL CLOSE RATIO SQL STAGES
  16. 16. #PardotWebinar
  17. 17. •  •  •  •  •  •  •  #PardotWebinar PPC Create Topic Create Cover Page Write 2 Pages Advertise as “Pre-Release” Drive to Form for conversion Measure conversions against your goal Evaluate next steps
  18. 18. DRIP Create 3 emails at a time. That gives you plenty of time to see how well they performed, and then create 3 more. #PardotWebinar 3 1 2
  19. 19. Social #PardotWebinar
  20. 20. REPORT STAGE 1   STAGE 2   STAGE 3   #PardotWebinar
  21. 21. TOOLS   TOOL BOX #PardotWebinar LISTENING PROJECT MANAGEMENT EXECUTION HootSuite Radian 6 TWITTER TRELLO BaseCamp AsanaLiquidPlanner MARKETING AUTOMATION
  22. 22. DOWNLOADS Traffic  Traffic PPC HITs Klout Score Page ViewsUniques LEADS Conferences Likes DRIP STAGE 2 AdWords STAGE 3   Quality of Traffic Trade Shows Email Marketing Content Marketing Industry Events PPC VELOCITY OF LEADS Radian 6 TRELLO TWITTER Asana MARKETING AUTOMATION LiquidPlanner HootSuite MQL STAGE 1Drip Nurturing   Social STAGES USER STORIES CLOSE RATIO Analog Media TWEETDECK Webinars SQL STAGES
  23. 23. Mathew Sweezey Marketing Evangelist @mathewsweezey msweezey@salesforce.com

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