Marketing strategy should be something assessed monthly not annually. In this presentation, Perry Nalevka, CEO of Penguin Strategies, a HubSpot Diamond Partner Agency, presented at ReTHINK B2B Tech Marketing Conference in Tel Aviv the methodology they use to build data-driven strategies that get results.

1. Brought to you by:

2. About Penguin Strategies
• Founded by startup veterans so we hit
the ground running
• Sales and marketing strategy for B2B
Tech companies
• End-to-end services to scale marketing
and drive business growth
• 27 tech marketers in San Jose, Boston
& Israel

3. Reasons to redo your website?

4. Traditional Web Design vs. GROWTH-DRIVEN
DESIGN
SITE
SITE
SITE
6 Month Redesign
2 Years
2 Years
Impact
6 Month Redesign
Time

5. Continuous
improvement is
better than
delayed
perfection.
Mark Twain

6. Most marketers
only make
impactful
improvements
to their website
once or less per
year.

7. WHAT IS
CONTINUOUS
IMPROVEMENT?
A repeatable agile process for
the team to continuously collect
real-user data, build high-
impact items, and generate
more and more momentum as
they go.

8. Most of your
companies are
using agile
methodologies
to build better
products
Opportunities in
the process
workflow
How can the
current process
be improved?
Implement
Changes
How changes
working for the
team?
IDENTIFY
PLAN
EXECUT
E
REVIEW THE CONTINUOUS
IMPROVEMENT
CYCLE

9. THINK OF YOUR WEBSITE AS A PRODUCT
The head of marketing needs to see
themselves as the website
product manager
The website solves the problems of
your audience, users and customers

10. Selecting a Theme

11. Identify
• Goal: Decide on the Theme &
Focus Area
• Refresh the team on strategy
and goals
• Brainstorm on the theme for
next quarter
IDENTIFY
PLAN
EXECUTE
REVIEW

12. Plan
•Brainstorm a wishlist of tactics
•Prioritize by impact and effort
•Decide on one action item
IDENTIFY
PLAN
EXECUTE
REVIEW

13. Hypothesis:
For Security Analysts visiting the CYBER
product page, we believe changing CTA
from ”View a Demo" to "Download a white-
paper" will increase the conversion rate
from
1% 2%to

14. Execute
•Run a hyper-focused, collaborative attack
on implementing the high-impact action
items
IDENTIFY
PLAN
EXECUTE
REVIEW

15. Review
• Host a team retrospective.
• Reflect on the action items implemented
and performance.
• Discuss around learning questions.
• Document and share your findings.
IDENTIFY
PLAN
EXECUTE
REVIEW