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Paul Roetzer - Marketing Growth Hacking

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INBOUND 2015

Published in: Marketing

Paul Roetzer - Marketing Growth Hacking

  1. 1. INBOUND15 Marketing Growth Hackathon 25+ Tips, Tools and Resources to Accelerate Performance Paul Roetzer (@paulroetzer) Founder & CEO, PR 20/20 Creator, Marketing Agency Insider Author, The Marketing Performance Blueprint (2014) & The Marketing Agency Blueprint (2012)
  2. 2. @paulroetzer #INBOUND15www.pr2020.com example scenario A B2B SaaS company with $10M in funding and aggressive growth goals is struggling to meet lead-gen targets. The CMO fears marketing is going to fall short of Q4 2015 goals . . .
  3. 3. @paulroetzer #INBOUND15www.pr2020.com example scenario A quick analysis indicates the issue is actually a lack of reach and traffic at the top of the funnel.
  4. 4. @paulroetzer #INBOUND15www.pr2020.com example scenario The marketing team is blogging 2x per week, regularly sharing content across their social networks, and producing a high-quality ebook with an accompanying webinar each month.
  5. 5. @paulroetzer #INBOUND15www.pr2020.com example scenario But, not enough people are organically finding the content.
  6. 6. @paulroetzer #INBOUND15www.pr2020.com example scenario Do they need a paid media strategy?
  7. 7. @paulroetzer #INBOUND15www.pr2020.com example scenario Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts?
  8. 8. @paulroetzer #INBOUND15www.pr2020.com example scenario Should they hire an agency or freelancers and double down on content production?
  9. 9. @paulroetzer #INBOUND15www.pr2020.com example scenario Maybe.
  10. 10. @paulroetzer #INBOUND15www.pr2020.com example scenario Maybe.
  11. 11. @paulroetzer #INBOUND15www.pr2020.com example scenario AND . . . Maybe.
  12. 12. @paulroetzer #INBOUND15www.pr2020.com 1) Prioritize and simplify your marketing goals. 2) Construct dynamic campaigns with the greatest probabilities of impacting business results. 3) Apply new technologies and processes to improve efficiencies and accelerate success.
  13. 13. @paulroetzer #INBOUND15www.pr2020.com consumer behavior social networks technologies channels data
  14. 14. @paulroetzer #INBOUND15www.pr2020.com never more choices. never more noise. never more demand for performance.
  15. 15. @paulroetzer #INBOUND15www.pr2020.com and yet, there has never been a better time to be a marketer.
  16. 16. #INBOUND15www.pr2020.com @paulroetzer obstacles create opportunities
  17. 17. @paulroetzer #INBOUND15www.pr2020.com we have to plan faster, experiment more efficiently and adapt constantly to accelerate success.
  18. 18. #INBOUND15www.pr2020.com @paulroetzerjanuary 28, 2012
  19. 19. @paulroetzer #INBOUND15www.pr2020.com “INSANE RESULTS IN 60 DAYS!”
  20. 20. @paulroetzer #INBOUND15www.pr2020.com What if we could accelerate success in business?
  21. 21. @paulroetzer #INBOUND15www.pr2020.com What if we could transform marketing performance in 30, 60 or 90 days?
  22. 22. @paulroetzer #INBOUND15www.pr2020.com Less time planning. More time doing.
  23. 23. www.TheMarketingScore.com
  24. 24. intelligent (and eventually automated) strategy based on goals and historical performance
  25. 25. @paulroetzer #INBOUND15www.pr2020.com e3 game plan model EVALUATE 1) complete a marketing assessment. 2) conduct discovery research. ESTABLISH 3) calculate marketing budgets. 4) build a marketing scorecard. 5) set prime goal values. 6) define and segment audiences. 7) profile personas. 8) catalog accelerators. 9) establish milestones. 10) construct the campaign center. 11) develop the project center. 12) integrate into a project management system. 13) Set up campaign tracking. EVOLVE 14) launch builder and driver campaigns. 15) adapt activities based on performance.
  26. 26. Image: Wikimedia
  27. 27. @paulroetzer #INBOUND15www.pr2020.com EVALUATE 1) complete a marketing assessment. 2) conduct discovery research. ESTABLISH 3) calculate marketing budgets. 4) build a marketing scorecard. 5) set prime goal values. 6) define and segment audiences. 7) profile personas. 8) catalog accelerators. 9) establish milestones. 10) construct the campaign center. 11) develop the project center. 12) integrate into a project management system. 13) Set up campaign tracking. EVOLVE 14) launch builder and driver campaigns. 15) adapt activities based on performance. the marketing growth hackathon model Hackathon model focuses here
  28. 28. @paulroetzer #INBOUND15www.pr2020.com goal > audiences > personas > accelerators > milestones > campaigns
  29. 29. #INBOUND15www.pr2020.com @paulroetzerImage: Wikimedia a marketing hackathon is an interactive event in which marketers, executives and/or entrepreneurs come together to solve business growth challenges.
  30. 30. @paulroetzer #INBOUND15www.pr2020.com 1SMART Goal 3ideas 30days to activate 90days to execute the model
  31. 31. @paulroetzer #INBOUND15www.pr2020.com how it works: pre-event 1) select a SMART goal. 2) invite a group of creative people with shared interests who want to collaborate, and learn from each other (e.g. internal marketing team, executive team, chamber of commerce, trade organizations, non- profit boards). 3) complete audience, persona, accelerator and milestone worksheets to guide brainstorming (consider sharing in advance with attendees).
  32. 32. @paulroetzer #INBOUND15www.pr2020.com how it works: event 1) intro: hackathon leader presents the SMART goal and provides an overview of audiences, personas, accelerators and milestones. (15 - 20 minutes) 2) breakout: participants split in small groups to brainstorm ideas. (20 - 30 minutes) 3) collaboration: the full event team comes back together to share and debate ideas. (30 - 60 minutes) 4) activation: the highest-rated ideas are moved into planning stages.
  33. 33. #INBOUND15www.pr2020.com @paulroetzer 1) establish a SMART goal. [pre event]
  34. 34. @paulroetzer #INBOUND15www.pr2020.com Specific: Clearly establishes what is to be achieved. Measurable: Quantifiable, and a strong indicator of progress. Attainable: Realistic given your foundation, reach, resources and potential. Relevant: Connect to achievement of overall business goals. Timely: Has a target date.
  35. 35. @paulroetzer #INBOUND15www.pr2020.com Generate 50 sales qualified leads during Q4 2015.
  36. 36. www.BetterWorks.com
  37. 37. www.HubSpot.com
  38. 38. #INBOUND15www.pr2020.com @paulroetzer 2) define and segment audiences. [pre event]
  39. 39. @paulroetzer #INBOUND15www.pr2020.com Segment Priorty Size Agency Partners 1-High 5 Blog Email Subscribers 1-High 1,200 Contact Us Submissions 1-High 50 Demo Requests 1-High 250 Free Trial Registrants 1-High 800 Premium Content Contacts 1-High 3,000 Trade Show Contacts 1-High 250 Website Visitors Who View Pricing Page 1-High 4,500 Industry Bloggers 2-Medium 15 LinkedIn Followers 2-Medium 850 Employees 2-Medium 100 Twitter Followers 2-Medium 7,500 Facebook Likes 3-Low 1,500 Past Coverage Analysts 3-Low 5 Past Coverage Media 3-Low 25 Customers N/A 150 audiences Relative to the SMART goal
  40. 40. www.HubSpot.com
  41. 41. www.Followerwonk.com
  42. 42. www.buzzsumo.com
  43. 43. #INBOUND15www.pr2020.com @paulroetzer 3) profile personas. [pre event]
  44. 44. @paulroetzer #INBOUND15www.pr2020.com buyer persona profiles what are their problems, pains and challenges? what matters to them, personally and professionally? how do they consume information? what are their favorite apps? have they previously interacted with your company? why do they buy the first time? what keeps them loyal to a brand? who influences their decisions? do they have the authority to take action?
  45. 45. xwww.MakeMyPersona.com
  46. 46. #INBOUND15www.pr2020.com @paulroetzer 4) catalog accelerators. [pre event]
  47. 47. @paulroetzer #INBOUND15www.pr2020.com Asset Type Priority Notes Agency Partnerships Partnership 1-High Opportunity to expand reach and sales through agency reseller network. Dormant SQL Lists Database 1-High 1,000+ opt-in contacts. Minimal nurturing to date. Website Web Property 1-High 20k+ visits/month. Not optimized for conversions. Ebook Library Content 1-High Better promote ebooks, and integrated into sales process. Top Customer Case Studies Content 1-High 15+ case studies for nurturing. Customer Database Database 3-Low 100+ referral opportunities. accelerators: assets that can be leveraged to accelerate success types: audience lists, content, events, web properties, partnerships, sponsorships
  48. 48. #INBOUND15www.pr2020.com @paulroetzer 5) establish milestones. [pre event]
  49. 49. @paulroetzer #INBOUND15www.pr2020.com Milestone Date Category Notes Series B Funding Announcement 10/1/15 Company Should be able to announce new funding. Version 3 Release 11/15/15 Product V3 rollout with major feature upgrades. Gartner Magic Quadrant Release 12/1/15 Industry Release pending. Global Tech Conference 12/15/15 Speaking Appearance CEO to present. User Conference 2/1/16 Company Inaugural user conference. milestones: events relevant to the planning process categories: company, competitor, conferences, industry, product
  50. 50. shared calendars
  51. 51. #INBOUND15www.pr2020.com @paulroetzer 6) construct a campaign sandbox. [EVENT]
  52. 52. @paulroetzer #INBOUND15www.pr2020.com ideation inspiration audiences personas accelerators milestones historical performance industry award winners buzzsumo research google trends research sales team survey competitors thought leaders
  53. 53. bit.ly/performance-pack
  54. 54. @paulroetzer #INBOUND15www.pr2020.com source: Altimeter’s The Converged Media Imperative You have the control. They have the control. You can BUY the control.
  55. 55. @paulroetzer #INBOUND15www.pr2020.com PAID EARNED OWNED INTEGRATED how it works
  56. 56. @paulroetzer #INBOUND15www.pr2020.com how it works original research report ATE = 4 IPR = 5 The idea
  57. 57. @paulroetzer #INBOUND15www.pr2020.com how it works original research report ATE = 4 IPR = 5 Ability to Execute (ATE) ATE factors = team, tech, time, budget 1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)
  58. 58. @paulroetzer #INBOUND15www.pr2020.com how it works original research report ATE = 4 IPR = 5 Impact Probability Rating (IPR) IPR factors = market size, demand, platform, performance benchmarks 1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)
  59. 59. AbilitytoExecute(ATE) Impact Probability Rating (IPR)
  60. 60. AbilitytoExecute(ATE) Impact Probability Rating (IPR) ATE = 4-5 IPR = 4-5 ATE = 1-3 IPR = 4-5 ATE = 4-5 IPR = 1-3 ATE = 1-3 IPR = 1-3 A B C D the A list ideas
  61. 61. @paulroetzer #INBOUND15www.pr2020.com Adwords ATE = 5 IPR = 3 trade media print ads ATE = 1 IPR = 1 LinkedIn ads ATE = 4 IPR = 3 direct mail ATE = 2 IPR = 1 Adroll retargeting ATE = 5 IPR = 4 sponsored content ATE = 5 IPR = 3 paid media ideas
  62. 62. AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords ATE = 5 IPR = 3 trade media print ads ATE = 1 IPR = 1 LinkedIn ads ATE = 4 IPR = 3 direct mail ATE = 2 IPR = 1 Adroll retargeting ATE = 5 IPR = 4 sponsored content ATE = 3 IPR = 3
  63. 63. @paulroetzer #INBOUND15www.pr2020.com funding announcement PR ATE = 5 IPR = 5 leads social engagement ATE = 5 IPR = 3 guest blogging ATE = 3 IPR = 3 speaking tour ATE = 1 IPR = 5 earned media ideas
  64. 64. AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords ATE = 5 IPR = 3 trade media print ads ATE = 1 IPR = 1 LinkedIn ads ATE = 4 IPR = 3 direct mail ATE = 2 IPR = 1 Adroll retargeting ATE = 5 IPR = 4 sponsored content ATE = 3 IPR = 3 funding announcement ATE = 5 IPR = 5 leads social engagement ATE = 5 IPR = 3 guest blogging ATE = 3 IPR = 3 speaking tour ATE = 1 IPR = 5
  65. 65. @paulroetzer #INBOUND15www.pr2020.com dormant demo emails ATE = 5 IPR = 4 dormant free trial emails ATE = 5 IPR = 4 website conversion optimization ATE = 5 IPR = 4 case study gallery ATE = 5 IPR = 3 podcast ATE = 2 IPR = 1 free trial nurturing emails ATE = 5 IPR = 5 demo nurturing emails ATE = 5 IPR = 5 customer referral program ATE = 3 IPR = 2 owned media ideas
  66. 66. AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords ATE = 5 IPR = 3 trade media print ads ATE = 1 IPR = 1 LinkedIn ads ATE = 4 IPR = 3 direct mail ATE = 2 IPR = 1 Adroll retargeting ATE = 5 IPR = 4 sponsored content ATE = 3 IPR = 3 funding announcement ATE = 5 IPR = 5 leads social engagement ATE = 5 IPR = 3 guest blogging ATE = 3 IPR = 3 speaking tour ATE = 1 IPR = 5 dormant free trial emails ATE = 5 IPR = 4 website optimization ATE = 5 IPR = 4 free trial nurturing ATE = 5 IPR = 5 demo nurturing ATE = 5 IPR = 5 dormant demo emails ATE = 5 IPR = 4 case study gallery ATE = 5 IPR = 3 podcast ATE = 2 IPR = 1 referral program ATE = 3 IPR = 2
  67. 67. @paulroetzer #INBOUND15www.pr2020.com original research report ATE = 4 IPR = 5 influencer webinar series ATE = 3 IPR = 4 vertical market ebook ATE = 5 IPR = 4 free workshop series ATE = 3 IPR = 3 assessment tool with visualizations ATE = 2 IPR = 4 online contest/giveawa y ATE = 4 IPR = 4 integrated ideas
  68. 68. AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords ATE = 5 IPR = 3 trade media print ads ATE = 1 IPR = 1 LinkedIn ads ATE = 4 IPR = 3 direct mail ATE = 2 IPR = 1 Adroll retargeting ATE = 5 IPR = 4 sponsored content ATE = 3 IPR = 3 funding announcement ATE = 5 IPR = 5 leads social engagement ATE = 5 IPR = 3 guest blogging ATE = 3 IPR = 3 speaking tour ATE = 1 IPR = 5 dormant free trial emails ATE = 5 IPR = 4 website optimization ATE = 5 IPR = 4 free trial nurturing ATE = 5 IPR = 5 demo nurturing ATE = 5 IPR = 5 dormant demo emails ATE = 5 IPR = 4 case study gallery ATE = 5 IPR = 3 podcast ATE = 2 IPR = 1 referral program ATE = 3 IPR = 2 original research report ATE = 4 IPR = 5 vertical market ebook ATE = 5 IPR = 4 online contest/giveawa y ATE = 4 IPR = 4 influencer webinar series ATE = 3 IPR = 4 free workshop series ATE = 3 IPR = 3 assessment tool ATE = 2 IPR = 4
  69. 69. @paulroetzer #INBOUND15www.pr2020.com original research report ATE = 4 IPR = 5 vertical market ebook ATE = 5 IPR = 4 online contest/giveawa y ATE = 4 IPR = 4 Adroll retargeting ATE = 5 IPR = 4 funding announcement PR ATE = 5 IPR = 5 dormant demo emails ATE = 5 IPR = 4 dormant free trial emails ATE = 5 IPR = 4 website conversion optimization ATE = 5 IPR = 4 free trial nurturing emails ATE = 5 IPR = 5 demo nurturing emails ATE = 5 IPR = 5 the A list
  70. 70. www.Post-It.com
  71. 71. @paulroetzer #INBOUND15www.pr2020.com Campaign Concept ATE (1-5) IPR (1-5) O/E/P Details Demo nurturing emails 5 5 Owned Add notes here. Free trial nurturing emails 5 5 Owned Add notes here. Funding announcement PR 5 5 Earned Add notes here. Original research report 4 5 Integrated Add notes here. Speaking tour 1 5 Earned Add notes here. Dormant demo emails 5 4 Owned Add notes here. Dormant free trial emails 5 4 Owned Add notes here. Retargeting 5 4 Paid Add notes here. Vertical market ebook 5 4 Integrated Add notes here. Website conversion optimization 5 4 Owned Add notes here. Online contest/giveaway 4 4 Integrated Add notes here. Free workshop series 3 4 Integrated Add notes here. Influencer webinar series 3 4 Integrated Add notes here. Online assessment tool 2 4 Integrated Add notes here. AdWords 5 3 Paid Add notes here. Case study gallery 5 3 Owned Add notes here. Social engagement 5 3 Earned Add notes here. LinkedIn ads 4 3 Paid Add notes here. Guest blogging 3 3 Earned Add notes here. Sponsored content 3 3 Paid Add notes here. Customer referral program 3 2 Owned Add notes here. Direct mail 2 1 Paid Add notes here. Podcast 2 1 Owned Add notes here. Trade print ads 1 1 Paid Add notes here. campaign sandbox idea center
  72. 72. @paulroetzer #INBOUND15www.pr2020.com "High performers differentiate by doing, not planning. Do your homework, put strategies in place, and then start testing and revising."
  73. 73. #INBOUND15www.pr2020.com @paulroetzer campaign tools
  74. 74. www.g2crowd.com
  75. 75. www.ghostery.com
  76. 76. www.buzzsumo.com
  77. 77. www.Canva.com
  78. 78. www.adroll.com
  79. 79. www.SplashThat.com
  80. 80. www.Hubspot.com
  81. 81. www.Hubspot.com Social Inbox
  82. 82. www.LinkedIn.com
  83. 83. automate email reports
  84. 84. www.narrativescience.com
  85. 85. automate and visualize data Source: Domo
  86. 86. #INBOUND15www.pr2020.com @paulroetzer 1) Prioritize and simplify your marketing goals. 2) Construct dynamic campaigns with the greatest probabilities of impacting business results. 3) Apply new technologies and processes to improve efficiencies and accelerate success.
  87. 87. paul roetzer @paulroetzer CEO | PR 20/20 author | The Marketing Performance Blueprint (Wiley, 2014) & The Marketing Agency Blueprint (Wiley, 2012) creator | Marketing Score & Marketing Agency Insider www.pr2020.com

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