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Pardot Elevate 2012 - Agile Marketing: Save Your Sanity


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The day-to-day life of a marketer is busy. You spend numerous hours making sure that each small and equally important part of the overall marketing plan is managed, tracked, and analyzed for success. With such a jam-packed, detailed process, marketers everywhere are embracing the new, revolutionary approach: Agile Marketing. Join Pardot Evangelist Mathew Sweezey, as he explores this brand new approach to marketing in depth, and find out how you can apply it to your marketing process and save your sanity.

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Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

  1. 1. Agile MarketingWhy, What, HowPresented  by:  Mathew  Sweezey,  Evangelist,  Pardot    Thursday,  October  24,  2012  
  2. 2. Agenda•  Why Agile•  What is Agile for Marketing•  How to be Agile•  Agile Examples in Marketing
  3. 3. Old Method•  Waterfall planning•  Works for static campaigns Slow Death
  4. 4. Old 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. 5. Old 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  
  6. 6. Modern Research Lifecycle I’ll  ask  TwiKer   I’ll  ask  Linkedin   I  read  a  blog   Google   Stage  1   Now  there  are  unlimited  entry   Stage  2   points  to  your   marke,ng.  You  control  very  few   Stage  3   of  theme   MQL  
  7. 7. Agile•  Works for multi-channel multi-touch campaigns•  Built for engagement marketingFast andNimble
  8. 8. Tenent’s of Agile for MarketingJust a few of them!
  9. 9. Tenent’s of Agile Marketing1)  Be Organized2)  Have Short goals3)  Execute often4)  Review and change  
  10. 10. Be OrganizedGet it together man
  11. 11. Team Roles •  PR •  Blog •  Events •  Events •  Analyst •  SkunkBuzz   Inbound Works •  SEO •  PPC •  Email Conversion   •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email
  12. 12. Daily Standups What did Working you do on gettingyesterday? Skywalker today. No hassles here!
  13. 13. Small BitesThink Done!
  14. 14. Done is better than Best!
  15. 15. How to get to Done Quicker! User Stories I first went to Google and searched for “Agile Marketing” then I found this Paid Search Ad for a eBookThen I went to thesite and watched awebiar…….. Small Bites
  16. 16. Execute GoalsSmall Bites Execute Evaluate
  17. 17. ExecuteThe Google Rule!
  18. 18. Fail Fast, Fail Smart! -­‐  
  19. 19. Measure upCheck and Change
  20. 20. Team Metrics •  Uniques •  Likes •  Klout ScoreBuzz   Inbound •  Reach •  Leads •  Quality •  Downloads Conversion   •  Traffic •  Velocity •  MQL •  Close Ratio
  21. 21. ExamplesThe Force is Strong in You!
  22. 22. 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!  
  23. 23. How To:1.  Create Topic2.  Create Cover Page AD:  White  paper  on  Marke,ng  3.  Write 2 pages Stages  –  DL  first  3  pages  4.  Buy Ad5.  Advertise “Pre Release”6.  Drive to Form7.  See how popular the download is8.  Evaluate next steps
  24. 24. 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.
  25. 25. How To:1.  Determine Goal Create 32.  Use Excel to Document drip emails first. Run3.  Get 3 pieces of them then content look at4.  Write 3 emails results to5.  Add members to create the campaign next set of 3.6.  Test and Evaluate next steps
  26. 26. 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  
  27. 27. How To: Example  of  Agile  Marke,ng  Lead   Genera,on  Campaign  1.  Listen2.  Create many different  I’m  Looking  for   entry points Marke,ng  Automa,on  3.  Know where to drive them to4.  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  
  28. 28. Agile Tools and Platforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation
  29. 29. Enough Said!
  30. 30. QuestionsStupid ones are okay!
  31. 31. Pardot  Mathew  Sweezey   950  East  Paces  Ferry  Rd  Marke&ng  Evangelist     Suite  3300   Atlanta,  Georgia  30326  @msweezey       404.492.6848   877.3B2B.ROI