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Agile Marketing - Minimize the Marketing Mayhem - Why, What, How

  1. Agile Marketing - Minimize the Marketing Mayhem Why, What, How Presented by: Mathew Sweezey, Evangelist, Pardot Thursday, October 4, 2012
  2. Agenda •  Why Agile •  What is Agile for Marketing •  How to be Agile •  Agile Examples in Marketing
  3. Old Method •  Waterfall planning •  Works for static campaigns Slow Death
  4. Traditional Research Lifecycle I  need  more   Trade   informa,on.  I’ll  Call   Publica,on   Them   There  were  very   few  sources  of   Marke,ng  Funnel     informa,on  –     Mostly  Controlled   by  you  
  5. Agile •  Works for multi-channel, multi-touch campaigns •  Built for engagement marketing Fast and Nimble
  6. Modern Research Lifecycle I’ll  ask  TwiAer   I’ll  ask  Linkedin   I’ll  ask  a  Friend   Google   Stage  1   Now  there  are   unlimited  entry   Stage  2   points  to  your   marke,ng.  You   control  very  few   Stage  3   of  them.   MQL  
  7. Tenets of Agile for Marketing Just a few of them!
  8. Tenets of Agile Marketing 1)  Be organized 2)  Have short goals 3)  Execute often 4)  Review and change  
  9. Be Organized Get it together man
  10. Team Roles •  PR •  Blog •  Events •  Analyst •  Skunk Works Buzz   Inbound •  SEO •  PPC •  Email Conversion   •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email
  11. Daily Standups What did Working you do on getting yesterday? Skywalker today. No hassles here!
  12. Short Goals Think Granular
  13. Define Your Goals User Stories I first went to Google and searched for “Agile Marketing,” then I found this Paid Search Ad for a eBook. Then, I went to the site and watched a webinar… Sprints
  14. Execute Goals Sprint Execute Evaluate
  15. Execute The Nike Rule!
  16. Just Do It! •  Failure is okay on short scales •  Failure is not okay on large scales (this is why agile is so great) •  Try new things all the time •  If you’re not failing, you’re not trying
  17. Measure Up Check and Change
  18. Team Metrics •  Uniques •  Likes •  Klout Score Buzz   Inbound •  Reach •  Leads •  Quality •  Downloads Conversion   •  Traffic •  Velocity •  MQL •  Close Ratio
  19. Examples The Force is Strong in You!
  20. Agile Content Marketing R2D2  Says:   001100110010110101 01    0100    001  10!     AD:  White  paper  on  Marke,ng   Transla,on:     Stages  –  DL  first  3  pages   Now  you  get  it!  
  21. How To: 1.  Create topic 2.  Create cover page AD:  White  paper  on  Marke,ng   3.  Write 2 pages Stages  –  DL  first  3  pages   4.  Buy ad 5.  Advertise “Pre-Release” 6.  Drive to form 7.  See how popular the download is 8.  Evaluate next steps
  22. Agile Drips Create 3 R2D2  Says:  00  00111   drip emails 0101  0100    001  10   first. Run 1111!   them; then   look at Transla,on:     results to GENIUS!   create the next set of 3.
  23. How To: 1.  Determine goal Create 3 2.  Use Excel to document drip emails first. Run 3.  Get 3 pieces of them, then content look at 4.  Write 3 emails results to 5.  Add members to create the campaign next set of 3. 6.  Test and evaluate next steps
  24. Agile Lead Gen Example  of  Agile  Marke,ng  Lead   Genera,on  Campaign   R2D2  Says:  0100    001   10!    I’m  Looking  for     Marke,ng  Automa,on   Transla,on:     Team  Work!   Inbound:  Op,mize  for  mul,ple  entry  points   Introduce   Tweet:  From  Buzz   Drive  them   them  to  a   Team  in  response   to  form,   group  in   which  will   Linkedin   add  them   to  a   nurturing   campaign  
  25. How To: Example  of  Agile  Marke,ng  Lead   Genera,on  Campaign   1.  Listen 2.  Create many different  I’m  Looking  for   entry points Marke,ng  Automa,on   3.  Know where to drive them to 4.  Respond via Twitter Inbound:  Op,mize  for  mul,ple  entry  points   5.  Drive them to a landing page with form Introduce   Tweet:  From  Buzz   Drive  them   them  to  a   Team  in  response   to  form   group  in   which  will   Linkedin   add  them   to  a   nurturing   campaign  
  26. Agile Tools and Platforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation
  27. Enough Said!
  28. Questions Stupid ones are okay!
  29. Pardot   Mathew  Sweezey   950  East  Paces  Ferry  Rd   Marke&ng  Evangelist     Suite  3300   Atlanta,  Georgia  30326   @msweezey       404.492.6848   877.3B2B.ROI