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Agile Marketing - Save Your Sanity

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Enter into the marketing world a new, revolutionary approach: Agile Marketing. Oh, yes. In this world, creativity and analytics have their place and balance. Trial and error is part of the process – and the process is agile.

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Agile Marketing - Save Your Sanity

  1. 1. Agile MarketingSave Your SanityPresented by:Mathew Sweezey, Sr. Sales Executive, PardotThursday, August 2, 2012
  2. 2. Agenda•  What is Agile•  Why Agile for Marketing•  Tenets of Agile•  How to Be Agile•  Agile Examples in Marketing
  3. 3. What is Agile?It’s the new black
  4. 4. Not Agile•  Waterfall planning•  Works for static messaging•  Don’t know any better Slow Death
  5. 5. Agile•  Works for multi-channel multi-touch campaigns•  Built for modern marketers•  More relevantFast andNimble
  6. 6. Why Agile for Marketing?Why should you care?
  7. 7. Checklist to see if Agile is for you:You value your sanity?You are managing multiple campaigns andmedia channels at once at once?You are being made accountable for ROI?You want to have better marketing?You want to be more responsive torelevant topics ?  
  8. 8. Tenets of Agile for MarketingJust a few of them!
  9. 9. Tenets of Agile Marketing1)  People are the key2)  Short goals3)  Execute4)  Review and change  
  10. 10. Short GoalsSprint Execute Evaluate
  11. 11. Agile, ask you about?Yes, teach me, Yoda!
  12. 12. Daily Standups What did Working you do on gettingyesterday? Skywalker today. No hassles here!
  13. 13. Team Roles •  PR •  Blog •  Events •  Analyst •  Skunk WorksBuzz   Inbound •  SEO •  PPC •  Email Conversion   •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email TIP: Bounty hunters make great marketers!
  14. 14. Short GoalsUser StoriesI first went to Google andsearched for “Agile Marketing.”Then, I found this Paid Search Adfor a eBook.Then, I went to thesite and watched awebinar…….. Sprints
  15. 15. Short GoalsBuzz   Inbound Conversion   Sprints 2 weeks
  16. 16. Short Goals Webinar – Needs Goal Research Create Slides Create Form for Registration Get Panelist  Sprints2 weeks*
  17. 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. 18. Team Metrics •  Uniques •  Likes •  Klout ScoreBuzz   Inbound •  Reach •  Leads •  Quality •  Downloads Conversion   •  Traffic •  Velocity •  MQL •  Close Ratio
  19. 19. Examples of how to be AgileTake this and call me in the morning!
  20. 20. Agile ContentMarketing •  Test content topics with PPC campaign before content is created
  21. 21. Agile NurturingPrograms •  Design 3 steps at a time •  Evaluate, then build next set of 3
  22. 22. Agile LargeCampaign •  Design Mission Critical Parts •  Assign Parts (define 2 week goals) •  Review Results
  23. 23. Agile Tools andPlatforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation
  24. 24. Enough Said!
  25. 25. QuestionsStupid ones are okay!
  26. 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  

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