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Using an Agile Marketing Methodology

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Agile marketing is all about a speedy, flexible, marketing strategy that evolves with your target audience to appeal to their needs as they're changing. Agile marketing supports your prospects with helpful, relevant information that keeps your business attractive to your audience over time, instead of falling stagnant and potentially behind your competitors. This presentation will explore how engineering recruiting firm Yoh discerns which topics and trends are important to their audience, how they prioritize these trends against other marketing efforts, and how they use Inbound Marketing software like HubSpot to execute on 30-day marketing "sprints" that keep them ahead of the curve and always growing.

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Using an Agile Marketing Methodology

  1. 1. #inbound2013 USING AN AGILE METHODOLOGY TO ACCELERATE INBOUND STRATEGY EXECUTION Joel Capperella @joelcapperella SVP Marketing Yoh
  2. 2. VP of Marketing for Yoh, a staffing firm headquartered in Philadelphia Stumbled across a book called Inbound Marketing in 2009 @joelcapperella JOEL CAPPERELLA
  3. 3. 1 The Inbound Marketer’s Challenge & Using an Agile Method 2 A Quick Introduction to the Agile Methodology 3 How to Apply Agile to an Inbound Strategy 4 Agile + Hubspot = Value What we’re going to talk about. . .
  4. 4. The Inbound Marketer’s Challenge
  5. 5. Filmmaking Irrevocably Changed
  6. 6. Inbound is to Marketing as CGI is to FilmWhat to do. . .
  7. 7. Use an Agile Methodology to INBOUND Like You’re JAMES CAMERON
  8. 8. Agile 101 A quick introduction to the Agile Methodology
  9. 9. Agile Manifesto INDIVIDUALS and INTERACTIONS ove r processes and tools WORKING SOFTWARE comprehensive documentation CUSTOMER COLLABORATION contract negotiation RESPONDING TO CHANGE Following a plan
  10. 10. Agile Manifesto INDIVIDUALS and INTERACTIONS ove r processes and tools COMPELLING NARRATIVE static communications CUSTOMER COLLABORATION contract negotiation RESPONDING TO CHANGE Following a plan
  11. 11. iMRD BACKLOG PRIORITIZATION ESTIMATE SPRINT REVIEW BUYER STORIES Agile 101 (less probably about 100)
  12. 12. Agile 101 How to Apply Agile to an Inbound Strategy
  13. 13. OPERATIONS BIZ INTE L TARGETING CULTURE DEMAND & LEAD GENERATION OPERATIONAL EXECUTION
  14. 14. Getting Started Across the REVENUE LIFECYCLE what are the KEY QUESTIONS to which our buyer is seeking ANSWERS?
  15. 15. iMRD Buyer Stories Literally write stories that narrate the experience of the buyer when in a very particular stage of the revenue lifecycle “I want to know where I can find the best agile developers” AGILE-HM05 Blog Posts • Challenges of finding agile team developers • Do’s and don’ts of building an agile team • The impact of talent on agile success VISUAL • Infographic illustrating hot agile geographies • Cartoons with lighthearted illustration of ‘wrong way’ • Info-tune illustrating how to ID agile RICH • Full study of agile talent supply and demand PR • By-lined article to targeted digital media outlets
  16. 16. Simply create a list of every item identified to satisfy each requirement in the iMRD and then force rank the list Keys to Creating an Effective Backlog FLUID • The backlog is never complete and can always be updated INCLUSIV E • No item is too small, too detailed or minor to include PRIORITI ES • Go from high medium low to force rank ESTIMAT ES • Get better with time and repeatability • Drive the sprint backlog • Pomodoro Backlog Prioritization Estimates
  17. 17. Use the sprint backlog as the guiding plan and work to complete every single item in 30 days – review results BLOG POSTS INFOGRAPHIC CALL TO ACTION CARTOONS INFOTOON LANDING PAGE PRESS Sprint Review
  18. 18. #inbound2013 BLOG POSTS SOCIA L CTA EMAIL SEO WORKFLO WS WEB PAGES ANALYTICS FORMS Complete Packaged Coverage
  19. 19. Agile + HubSpot = Value
  20. 20. AGILE BENEFITS: Drive Key Properties CONTACTS : SETTINGS Build out Properties • BUYER • VERTICAL • SERVICE LINE Immediate Intel
  21. 21. CONTENT : KEYWORDS VolumeLOWHIGH LOW HIGHAchievabilit y AGILE BENEFITS: Drive SEO Targets
  22. 22. CONTACTS : FORMS AGILE BENEFITS: Rev Lifecycle Form Development Build Ahead of Demand Maintain Order Standardize
  23. 23. AGILE BENEFITS: Reliable Qualification CONTACTS : FORMS
  24. 24. AGILE BENEFITS: Engagement via Smart Lists CONTACTS : LISTS
  25. 25. AGILE BENEFITS: Workflows to Set Properties CONTACTS : WORKFLOWS
  26. 26. AGILE BENEFITS: Engage Buyers SOCIAL : MONITORING
  27. 27. AGILE BENEFITS: Share Perspective Mobile App
  28. 28. AGILE BENEFITS: Anchor Properties and Newsjacking CONTENT : LANDING PAGES ANCHOR PAGES NEWSJACKING
  29. 29. AGILE BENEFITS: Reliable Results CONTENT : KEYWORDS
  30. 30. AGILE BENEFITS: Rapid Response CONTENT : LANDING PAGES
  31. 31. AGILE MARKETING Strategy Driven Revenue Lifecycle Focused Narrative Rapid Execution
  32. 32. GET YOUR JAMES CAMERO N ON

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