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Agile Marketing - The Balancing Act

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  • 1. Agile Marketing – The Balancing ActPresented by: Mathew  Sweezey,  Marke&ng  Automa&on  Evangelist  Pardot,  An  ExactTarget®  Company
  • 2. What IsAgile Marketing?
  • 3. Waterfall MethodTrade ShowsBillboardsIndustry EventsConferencesDirect MailAnalog Media
  • 4. Drip NurturingPPCEmail MarketingAdWordsWebinarsContent MarketingAgileSocial
  • 5. 1#
  • 6. TEAMPRBlog PostsEventsTRADE SHOWSAnalyst RelationsSEOPaid SearchLinkedIn MarketingCONTENT MARKETINGEmail“BRANDING”“LEAD GEN”“DEMAND GEN”EventsCONTENT MARKETINGNURTURINGPaid SearchConvertingMQLAGILE  TEAM  
  • 7. What Did YouDo Yesterday?What Are YouDoing Today?Do You HaveAny Hassles?
  • 8. 2#
  • 9. USERSTORIESAsk How, When andWhy?
  • 10. 3#
  • 11. -­‐  Sco@  Armstrong,  Brainrider    
  • 12. *Executing BETTER, then measuringand recalibrating will always get youcloser to your goal.STARTGOAL    
  • 13. 4#
  • 14. HITsPage ViewsUniquesKlout ScoreLEADSDOWNLOADS“BRANDING”“LEAD GEN”“DEMAND GEN”TrafficVELOCITY OF LEADSCLOSE RATIOSTAGESSQLMQLMETRICS  LikesMETRICSQuality of TrafficSTAGES
  • 15. PPC•  Create Topic•  Create Cover Page•  Write 2 Pages•  Advertise as “Pre-Release”•  Drive to Form for conversion•  Measure conversions againstyour goal•  Evaluate next steps
  • 16. Create 3 emails at a time.That gives you plenty oftime to see how well theyperformed, and thencreate 3 more.DRIP123
  • 17. Social
  • 18. REPORTSTAGE 1  STAGE 2  STAGE 3  
  • 19. TOOL BOXTRELLOAsanaLISTENINGPROJECTMANAGEMENTEXECUTION MARKETINGAUTOMATIONTOOLS  HootSuiteTWEETDECKRadian 6DO.comBaseCampLiquidPlanner
  • 20. TWEETDECKTRELLOAsanaMARKETINGAUTOMATIONHootSuiteTWEETDECKRadian 6DO.comLiquidPlanner STAGE 1  STAGE 2  STAGE 3  DRIPSocialHITsPage ViewsUniquesKlout ScoreLEADSDOWNLOADSTrafficVELOCITYOF LEADSCLOSE RATIOSTAGESSQLMQLLikesQuality of TrafficSTAGESPPCUSERSTORIESTrafficDripNurturingPPCEmailMarketingAdWordsWebinarsContentMarketingTradeShowsIndustryEventsConferencesAnalogMedia
  • 21. Contact InfoMathew SweezeyMarketing Automation Evangelistmathew.sweezey@pardot.com@msweezey    Pardot, An ExactTarget® Company950 East Paces Ferry RdSuite 3300Atlanta, Georgia 30326404.492.6848 - 877.3B2B.ROIwww.pardot.com