Agile marketing growth_process_2018

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Instead of planning big demand or lead generation campaigns six months in advance, you break down your activities into more targeted experiments, testing mixes of content, audience, and channels to determine what works, and just importantly what's not working.

Marketing

Copyright © 2018 Valerius Consulting
What is it Good For?
May 7, 2018 3
New Product
Customers
Existing
Existing
New
NewProducts
Startup:
Customer
Discovery
NewCustomers
Established:
Customer
Growth
Agile Marketing
Agile Marketing is ideally
suited for the “New/New”:
New Product targeting
New customers.

Copyright © 2018 Valerius Consulting
What is it Good For?
May 7, 2018 4
Discovering new markets and
customers, rapidly scaling growth.
Fresh new
Startup
Early Traction
Good
Momentum
Pipeline
Building
Repeatable
Sales
Discovery
Finding customers
A couple of wins
More wins;
market niche
More wins;
growth niche
Growth
Predictable
Growth
$
Rapidly iterate to find sweet spot:
markets/customers
Rapidly scale
to fuel
growth:
acquisition +
retention

Copyright © 2018 Valerius Consulting
What’s The Process?
May 7, 2018 5
Plan > Do >Track

Copyright © 2018 Valerius Consulting
What’s The Process?
May 7, 2018 6
Business Model Canvas
Value Prop Canvas
Personas
Customer Journey

Copyright © 2018 Valerius Consulting
What’s The Process?
May 7, 2018 7
Earned Media
SEO, PR, Word of
Mouth
Owned Media
Email, Linkedin,
Twitter.
Paid
Ads (Mobile, Web,
SEM, Affiliate),
Sponsorships.
Channels Activities
Landing Pages
(A/B test)
Webinar
Web Copy
Lead Gen
Assets
Demand Gen Sales Enablement
PR Outreach Product Release
Contributed
Article
Social
Contact Form
Demo
Web Copy
Trial Sign Up Form
Social
Email Blast
Trial Conversion
Email Blast
Web Copy
Product Sheet
FAQ/Call Script

Copyright © 2018 Valerius Consulting
What’s The Process?
May 7, 2018 8
Leading
indicators • Website
traffic/engagement
• Email opens/Clicks
• Webinar attendance
• Content downloads
• Contact Form
• Meet qualification criteria
• Engaged with sales
• Tracking sales cycle
milestones
• Active trials
• Probability > 50%
• % Weekly active users
• Net Promoter Score (NPS)
trends
• Customer Effort Score
(CES) trends
• Conversion % to premium
service
• % of users at premium
level
• % weekly active across
service levels
Acquisition
MQLs/SQLs Per Month
Conversion
$ Pipeline/Closed Deals Per Month % Active Users
Retention Growth
ARPU ($)

Copyright © 2018 Valerius ConsultingMay 7, 2018 9
How to get started with
Agile Marketing.
Sign up for 3-Hour Workshop
o Markets
o Personas/Customer Journey
o Value Prop Canvas
Find Out More
Rick Hinton
CEO & Founder
Valerius Consulting
Mobile: 301-509-9337
Email: rick@valerius.us
Web: www.valerius.us

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Agile marketing growth_process_2018

2. Copyright © 2018 Valerius Consulting What is Agile Marketing? May 7, 2018 2 “Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.” It’s taking marketing off of auto-pilot by turning campaigns into bite-sized experiments – finding out what works, faster https://www.mckinsey.com/business-functions/marketing-and-sales/our- insights/agile-marketing-a-step-by-step-guide

3. Copyright © 2018 Valerius Consulting What is it Good For? May 7, 2018 3 New Product Customers Existing Existing New NewProducts Startup: Customer Discovery NewCustomers Established: Customer Growth Agile Marketing Agile Marketing is ideally suited for the “New/New”: New Product targeting New customers.

4. Copyright © 2018 Valerius Consulting What is it Good For? May 7, 2018 4 Discovering new markets and customers, rapidly scaling growth. Fresh new Startup Early Traction Good Momentum Pipeline Building Repeatable Sales Discovery Finding customers A couple of wins More wins; market niche More wins; growth niche Growth Predictable Growth $ Rapidly iterate to find sweet spot: markets/customers Rapidly scale to fuel growth: acquisition + retention

7. Copyright © 2018 Valerius Consulting What’s The Process? May 7, 2018 7 Earned Media SEO, PR, Word of Mouth Owned Media Email, Linkedin, Twitter. Paid Ads (Mobile, Web, SEM, Affiliate), Sponsorships. Channels Activities Landing Pages (A/B test) Webinar Web Copy Lead Gen Assets Demand Gen Sales Enablement PR Outreach Product Release Contributed Article Social Contact Form Demo Web Copy Trial Sign Up Form Social Email Blast Trial Conversion Email Blast Web Copy Product Sheet FAQ/Call Script

8. Copyright © 2018 Valerius Consulting What’s The Process? May 7, 2018 8 Leading indicators • Website traffic/engagement • Email opens/Clicks • Webinar attendance • Content downloads • Contact Form • Meet qualification criteria • Engaged with sales • Tracking sales cycle milestones • Active trials • Probability > 50% • % Weekly active users • Net Promoter Score (NPS) trends • Customer Effort Score (CES) trends • Conversion % to premium service • % of users at premium level • % weekly active across service levels Acquisition MQLs/SQLs Per Month Conversion $ Pipeline/Closed Deals Per Month % Active Users Retention Growth ARPU ($)

9. Copyright © 2018 Valerius ConsultingMay 7, 2018 9 How to get started with Agile Marketing. Sign up for 3-Hour Workshop o Markets o Personas/Customer Journey o Value Prop Canvas Find Out More Rick Hinton CEO & Founder Valerius Consulting Mobile: 301-509-9337 Email: rick@valerius.us Web: www.valerius.us

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