Agile Marketing -
Minimize the Marketing Mayhem
Why, What, How
Presented by:
Mathew Sweezey, Evangelist, Pardot
Thursday, October 4, 2012

Agenda
• Why Agile
• What is Agile for Marketing
• How to be Agile
• Agile Examples in Marketing

Old Method
• Waterfall planning
• Works for static campaigns
Slow Death

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

Agile
• Works for multi-channel,
multi-touch campaigns
• Built for engagement
marketing
Fast and
Nimble

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

Tenets of Agile for Marketing
Just a few of them!

Tenets of Agile Marketing
1) Be organized
2) Have short goals
3) Execute often
4) Review and change

Be Organized
Get it together man

Team Roles
• PR
• Blog
• Events
• Analyst
• Skunk
Works
Buzz
Inbound
• SEO
• PPC
• Email
Conversion
• Shows
• Events
• Convert • Content
• Content
• Webinar
• Email

Daily Standups
What did Working
you do on getting
yesterday? Skywalker
today. No
hassles
here!

Short Goals
Think Granular

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

Execute Goals
Sprint Execute Evaluate

Execute
The Nike Rule!

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

Measure Up
Check and Change

Team Metrics
• Uniques
• Likes
• Klout
Score
Buzz
Inbound • Reach
• Leads
• Quality
• Downloads
Conversion
• Traffic
• Velocity
• MQL
• Close Ratio

Examples
The Force is Strong in You!

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!

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

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.

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

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

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

Agile Tools and Platforms
• Listening
- Hootsuite
• Project Management
- Basecamp
• Reporting / Execution
- Marketing Automation

Enough Said!

Questions
Stupid ones are okay!

Pardot
Mathew
Sweezey
950
East
Paces
Ferry
Rd
Marke&ng
Evangelist
Suite
3300
mathew.sweezey@pardot.com
Atlanta,
Georgia
30326
@msweezey
404.492.6848
877.3B2B.ROI
www.pardot.com