Marketing Automation Goes Agile

1. Bislr Intelligent Marketing Platform Marketing Automation Goes Agile How do you "go agile"? What does this mean for campaign planning for 2014? Marcia Kadanoff CMO Bislr, Inc. © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 1 1

2. What We’ll Discuss Today • No one says you have to “go agile in 2014” • What we do know is that the old school marketing plan isn’t worth the paper it’s printed on #agilema © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 2 2

5. Simple Facts • The faster the campaigns get developed • The more campaigns you run • The more you test BETTER HIGHER IMPACT RESULTS © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 5 5

17. Critical decisions • You are going to need to make – Length of the sprint – How to prioritize campaigns – Scrum frequency / stand up meetings – How to report on results – What supporting technology you need © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 17 17

18. Sprint Length • Shorter is better • 3-4 weeks MAX Source: http://agilemarketingmanifesto.org/values/adaptive-and-iterative© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com campaigns-over-big-bang-campaigns/#.Up-LjWRDuvg 18 18

20. How to Create Your Backlog • Story fragments Opportunity Nurture – ROI Calculator A campaign that targets opportunities in the later stage of our pipeline who need ROI information to help them make a positive buying decision © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 20 20

21. Campaign • LinkedIn Sponsored Posts • Twitter Lead Cards • Google Adwords – Hint! Consistent naming conventions will really help here • Campaign X – LinkedIn – Jan 14-30 • Campaign X – Twitter Lead Cards – Jan 14-30 • Campaign X – Google AdWords – June 14-30 – Track spending and monitor click-throughs in a unified manner © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 21 21

22. Backlog Planning Tool Story Funnel Stage Sales Customer Engagement Marketing Opportunity Nurture Bottom 13 5 13 Segment A Specific Campaign #1 Middle 5 10 5 Segment B Specific Campaign #2 Middle 1 3 2 Market Research Report Campaign Top 8 13 5 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 22 22

25. Now we’ve got a Short List of Campaigns • By step of the funnel … like so TOFU Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 26 21 21 13 8 5 5 5 5 5 25 25

33. Cadence • Varies by medium but in social media • 10 tweets … other people’s content • 4 touches … your content (organic) • 1 touch … conversion action (sponsored) © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 33 33

37. Event Hijacking During your competitors’ live events: Select event key words, phrases, or #[hashtags] which are trending on Twitter with high activity. In seconds, the automated campaign sends a personalized Tweet directly to each event lead’s @handle. Set automated triggers which “listen” for these terms on Twitter. Users who actively tweet these terms are captured in a list (for immediate and future use). © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 37 37 37

40. Campaign Retrospective What Happens in the Campaign Retrospect • Actual campaigns executed • Planned campaigns as on backlog • Results achieved © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 40 40

41. Focus on the Results that Matter • Not Click Through or Cost Per but ROI (ideally) • Percentage of opportunities influenced by marketing Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 Program Cost $30,000.00 $40,000.00 $5,000.00 $15,000.00 $90,000.00 $5,000.00 $5,000.00 $10,000.00 $14,000.00 $12,000.00 $226,000.00 No. of Oppts Created 28 21 11 13 8 6 5 5 1 4 102 Dollar Value $717,900 $582,600 $300,000 $296,200 $188,200 $139,900 $121,200 $107,700 $89,800 $89,800 2,633,300 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com Revenue Expected $387,000 $451,000 $300,000 $$182,000 $106,000 $1,210,000 $$$680,000 3,316,000 Revenue Won $20,000 $70,100 $3,500 $$158,800 $28,000 $785 $45,000 $23,368 $349,553 ROI (Revenue) 67 175 70 176 560 16 450 167 - 41 41

42. In Terms of Technology Needed • Don’t need anything fancy to plan your sprints – spreadsheet will suffice • Do need marketing automation – – – – – – Create and execute more campaigns See results happen in real time via a feed Test new media opportunities as they come up Make sure assets are ready for mobile / social Field multi channel campaigns that go beyond email Close the loop / calculate ROI © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 42 42

44. Agile Marketing What We Talked About • Agile as a lightweight planning process that is perfectly matched for the shift to more digital marketing • Iterative planning process pulling campaigns off a backlog • 10 Tips on how to implement agile marketing in your organization • Marketing Automation as the technology needed to meet your goals in 2014 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 44 44

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