1.
Agile Marketing
Save Your Sanity
Presented by:
Mathew Sweezey, Sr. Sales Executive, Pardot
Thursday, August 2, 2012

2.
Agenda
• What is Agile
• Why Agile for Marketing
• Tenets of Agile
• How to Be Agile
• Agile Examples in Marketing

3.
What is Agile?
It’s the new black

4.
Not Agile
• Waterfall planning
• Works for static messaging
• Don’t know any better
Slow Death

5.
Agile
• Works for multi-channel
multi-touch campaigns
• Built for modern marketers
• More relevant
Fast and
Nimble

6.
Why Agile for Marketing?
Why should you care?

7.
Checklist to see if Agile
is for you:
You value your sanity?
You are managing multiple campaigns and
media channels at once at once?
You are being made accountable for ROI?
You want to have better marketing?
You want to be more responsive to
relevant topics ?

8.
Tenets of Agile for Marketing
Just a few of them!

9.
Tenets of Agile Marketing
1) People are the key
2) Short goals
3) Execute
4) Review and change

10.
Short Goals
Sprint Execute Evaluate

11.
Agile, ask you about?
Yes, teach me, Yoda!

12.
Daily Standups
What did Working
you do on getting
yesterday? Skywalker
today. No
hassles
here!

13.
Team Roles
• PR
• Blog
• Events
• Analyst
• Skunk
Works
Buzz
Inbound
• SEO
• PPC
• Email
Conversion
• Shows
• Events
• Convert • Content
• Content
• Webinar
• Email
TIP: Bounty hunters make great marketers!

14.
Short 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

15.
Short Goals
Buzz
Inbound
Conversion
Sprints
2 weeks

16.
Short Goals
Webinar – Needs
Goal
Research
Create Slides
Create Form for Registration
Get Panelist
Sprints
2 weeks*

17.
Execute
“Better not Best”
• 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

18.
Team Metrics
• Uniques
• Likes
• Klout
Score
Buzz
Inbound • Reach
• Leads
• Quality
• Downloads
Conversion
• Traffic
• Velocity
• MQL
• Close Ratio

19.
Examples of how to be Agile
Take this and call me in the morning!

20.
Agile Content
Marketing
• Test content topics
with PPC campaign
before content
is created

21.
Agile Nurturing
Programs
• Design 3 steps at
a time
• Evaluate, then build
next set of 3

22.
Agile Large
Campaign
• Design Mission
Critical Parts
• Assign Parts (define
2 week goals)
• Review Results

23.
Agile Tools and
Platforms
• Listening
- Hootsuite
• Project Management
- Basecamp
• Reporting / Execution
- Marketing Automation

24.
Enough Said!

25.
Questions
Stupid ones are okay!

26.
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