The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate Performance (#INBOUND15)

INBOUND15 Marketing Growth Hackathon 25+ Tips, Tools and Resources to Accelerate Performance Paul Roetzer (@paulroetzer) Founder & CEO, PR 20/20 Creator, Marketing Agency Insider Author, The Marketing Performance Blueprint (2014) & The Marketing Agency Blueprint (2012)

@paulroetzer #INBOUND15www.pr2020.com example scenario A B2B SaaS company with $10M in funding and aggressive growth goals is struggling to meet lead-gen targets. The CMO fears marketing is going to fall short of Q4 2015 goals . . .

@paulroetzer #INBOUND15www.pr2020.com example scenario A quick analysis indicates the issue is actually a lack of reach and trafﬁc at the top of the funnel.

@paulroetzer #INBOUND15www.pr2020.com example scenario The marketing team is blogging 2x per week, regularly sharing content across their social networks, and producing a high-quality ebook with an accompanying webinar each month.

@paulroetzer #INBOUND15www.pr2020.com example scenario But, not enough people are organically ﬁnding the content.

@paulroetzer #INBOUND15www.pr2020.com example scenario Do they need a paid media strategy?

@paulroetzer #INBOUND15www.pr2020.com example scenario Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts?

@paulroetzer #INBOUND15www.pr2020.com example scenario Should they hire an agency or freelancers and double down on content production?

@paulroetzer #INBOUND15www.pr2020.com example scenario Maybe.

@paulroetzer #INBOUND15www.pr2020.com example scenario AND . . . Maybe.

@paulroetzer #INBOUND15www.pr2020.com 1) Prioritize and simplify your marketing goals. 2) Construct dynamic campaigns with the greatest probabilities of impacting business results. 3) Apply new technologies and processes to improve efﬁciencies and accelerate success.

@paulroetzer #INBOUND15www.pr2020.com consumer behavior social networks technologies channels data

@paulroetzer #INBOUND15www.pr2020.com never more choices. never more noise. never more demand for performance.!

@paulroetzer #INBOUND15www.pr2020.com and yet, there has never been a ! better time to be a marketer.!

#INBOUND15www.pr2020.com @paulroetzer obstacles create opportunities

@paulroetzer #INBOUND15www.pr2020.com we have to plan faster, experiment more efﬁciently and adapt constantly to accelerate success.!

#INBOUND15www.pr2020.com @paulroetzer january 28, 2012

@paulroetzer #INBOUND15www.pr2020.com “INSANE RESULTS IN 60 DAYS!”

@paulroetzer #INBOUND15www.pr2020.com What if we could accelerate success in business?

@paulroetzer #INBOUND15www.pr2020.com What if we could transform marketing performance in 30, 60 or 90 days?

@paulroetzer #INBOUND15www.pr2020.com Less time planning. More time doing.

www.TheMarke*ngScore.com

intelligent (and eventually automated) strategy based on goals and historical performance

@paulroetzer #INBOUND15www.pr2020.com e3 game plan model! EVALUATE 1) complete a marketing assessment. 2) conduct discovery research. ESTABLISH 3) calculate marketing budgets. 4) build a marketing scorecard. 5) set prime goal values. 6) deﬁne and segment audiences. 7) proﬁle personas. 8) catalog accelerators. 9) establish milestones. 10) construct the campaign center. 11) develop the project center. 12) integrate into a project management system. 13) Set up campaign tracking. EVOLVE 14) launch builder and driver campaigns. 15) adapt activities based on performance.

Image: Wikimedia

@paulroetzer #INBOUND15www.pr2020.com EVALUATE 1) complete a marketing assessment. 2) conduct discovery research. ESTABLISH 3) calculate marketing budgets. 4) build a marketing scorecard. 5) set prime goal values. 6) deﬁne and segment audiences. 7) proﬁle personas. 8) catalog accelerators. 9) establish milestones. 10) construct the campaign center. 11) develop the project center. 12) integrate into a project management system. 13) Set up campaign tracking. EVOLVE 14) launch builder and driver campaigns. 15) adapt activities based on performance. the marketing growth hackathon model! Hackathon model focuses here

@paulroetzer #INBOUND15www.pr2020.com goal > audiences > personas > accelerators > milestones > campaigns

#INBOUND15www.pr2020.com @paulroetzer Image: Wikimedia a marketing hackathon is an interactive event in which marketers, executives and/or entrepreneurs come together to solve business growth challenges.

@paulroetzer #INBOUND15www.pr2020.com 1SMART Goal 3ideas 30days to activate 90days to execute the model

@paulroetzer #INBOUND15www.pr2020.com how it works: pre-event 1) select a SMART goal. 2) invite a group of creative people with shared interests who want to collaborate, and learn from each other (e.g. internal marketing team, executive team, chamber of commerce, trade organizations, non- proﬁt boards). 3) complete audience, persona, accelerator and milestone worksheets to guide brainstorming (consider sharing in advance with attendees).

@paulroetzer #INBOUND15www.pr2020.com how it works: event 1) intro: hackathon leader presents the SMART goal and provides an overview of audiences, personas, accelerators and milestones. (15 - 20 minutes) 2) breakout: participants split in small groups to brainstorm ideas. (20 - 30 minutes) 3) collaboration: the full event team comes back together to share and debate ideas. (30 - 60 minutes) 4) activation: the highest-rated ideas are moved into planning stages.

#INBOUND15www.pr2020.com @paulroetzer 1) establish a SMART goal. [pre event]

@paulroetzer #INBOUND15www.pr2020.com Speciﬁc: Clearly establishes what is to be achieved. Measurable: Quantiﬁable, and a strong indicator of progress. Attainable: Realistic given your foundation, reach, resources and potential. Relevant: Connect to achievement of overall business goals. Timely: Has a target date.

@paulroetzer #INBOUND15www.pr2020.com Generate 50 sales qualiﬁed leads during Q4 2015.

www.Be4erWorks.com

www.HubSpot.com

#INBOUND15www.pr2020.com @paulroetzer 2) deﬁne and segment audiences. [pre event]

@paulroetzer #INBOUND15www.pr2020.com Segment Priorty Size Agency Partners 1-‐High 5 Blog Email Subscribers 1-‐High 1,200 Contact Us Submissions 1-‐High 50 Demo Requests 1-‐High 250 Free Trial Registrants 1-‐High 800 Premium Content Contacts 1-‐High 3,000 Trade Show Contacts 1-‐High 250 Website Visitors Who View Pricing Page 1-‐High 4,500 Industry Bloggers 2-‐Medium 15 LinkedIn Followers 2-‐Medium 850 Employees 2-‐Medium 100 TwiTer Followers 2-‐Medium 7,500 Facebook Likes 3-‐Low 1,500 Past Coverage Analysts 3-‐Low 5 Past Coverage Media 3-‐Low 25 Customers N/A 150 audiences Relative to the SMART goal

www.HubSpot.com

www.Followerwonk.com

www.buzzsumo.com

#INBOUND15www.pr2020.com @paulroetzer 3) proﬁle personas. [pre event]

@paulroetzer #INBOUND15www.pr2020.com buyer persona profiles! what are their problems, pains and challenges? what matters to them, personally and professionally? how do they consume information? what are their favorite apps? have they previously interacted with your company? why do they buy the first time? what keeps them loyal to a brand? who influences their decisions? do they have the authority to take action?

x!www.MakeMyPersona.com

#INBOUND15www.pr2020.com @paulroetzer 4) catalog accelerators. [pre event]

@paulroetzer #INBOUND15www.pr2020.com Asset Type Priority Notes Agency Partnerships Partnership 1-‐High Opportunity to expand reach and sales through agency reseller network. Dormant SQL Lists Database 1-‐High 1,000+ opt-‐in contacts. Minimal nurturing to date. Website Web Property 1-‐High 20k+ visits/month. Not op]mized for conversions. Ebook Library Content 1-‐High BeTer promote ebooks, and integrated into sales process. Top Customer Case Studies Content 1-‐High 15+ case studies for nurturing. Customer Database Database 3-‐Low 100+ referral opportuni]es. accelerators: assets that can be leveraged to accelerate success types: audience lists, content, events, web proper5es, partnerships, sponsorships

#INBOUND15www.pr2020.com @paulroetzer 5) establish milestones. [pre event]

@paulroetzer #INBOUND15www.pr2020.com Milestone Date Category Notes Series B Funding Announcement 10/1/15 Company Should be able to announce new funding. Version 3 Release 11/15/15 Product V3 rollout with major feature upgrades. Gartner Magic Quadrant Release 12/1/15 Industry Release pending. Global Tech Conference 12/15/15 Speaking Appearance CEO to present. User Conference 2/1/16 Company Inaugural user conference. milestones: events relevant to the planning process categories: company, compe5tor, conferences, industry, product

shared calendars

#INBOUND15www.pr2020.com @paulroetzer 6) construct a campaign sandbox. [EVENT]

@paulroetzer #INBOUND15www.pr2020.com ideation inspiration audiences personas accelerators milestones historical performance industry award winners buzzsumo research google trends research sales team survey competitors thought leaders

bit.ly/performance-‐pack

@paulroetzer #INBOUND15www.pr2020.com source: Al]meter’s The Converged Media Impera]ve You have the control. They have the control. You can BUY the control.

@paulroetzer #INBOUND15www.pr2020.com PAID! EARNED! OWNED! INTEGRATED! how it works

@paulroetzer #INBOUND15www.pr2020.com how it works original research report! ! ATE = 4! IPR = 5! The idea

@paulroetzer #INBOUND15www.pr2020.com how it works original research report! ! ATE = 4! IPR = 5! Ability to Execute (ATE) ATE factors = team, tech, time, budget 1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)

@paulroetzer #INBOUND15www.pr2020.com how it works original research report! ! ATE = 4! IPR = 5! Impact Probability Rating (IPR) IPR factors = market size, demand, platform, performance benchmarks 1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)

AbilitytoExecute(ATE) Impact Probability Rating (IPR)

AbilitytoExecute(ATE) Impact Probability Rating (IPR) ATE = 4-5 IPR = 4-5 ATE = 1-3 IPR = 4-5 ATE = 4-5 IPR = 1-3 ATE = 1-3 IPR = 1-3 A B C D the A list ideas

@paulroetzer #INBOUND15www.pr2020.com Adwords! ! ATE = 5! IPR = 3! trade media print ads! ! ATE = 1! IPR = 1! LinkedIn ads! ! ATE = 4! IPR = 3! direct mail! ! ATE = 2! IPR = 1! Adroll retargeting! ! ATE = 5! IPR = 4! sponsored content! ! ATE = 5! IPR = 3! paid media ideas!

AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords! ! ATE = 5! IPR = 3! trade media print ads! ! ATE = 1! IPR = 1! LinkedIn ads! ! ATE = 4! IPR = 3! direct mail! ! ATE = 2! IPR = 1! Adroll retargeting! ! ATE = 5! IPR = 4! sponsored content! ! ATE = 3! IPR = 3!

@paulroetzer #INBOUND15www.pr2020.com funding announcement PR! ! ATE = 5! IPR = 5! leads social engagement! ! ATE = 5! IPR = 3! guest blogging! ! ATE = 3! IPR = 3! speaking tour! ! ATE = 1! IPR = 5! earned media ideas!

AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords! ! ATE = 5! IPR = 3! trade media print ads! ! ATE = 1! IPR = 1! LinkedIn ads! ! ATE = 4! IPR = 3! direct mail! ! ATE = 2! IPR = 1! Adroll retargeting! ! ATE = 5! IPR = 4! sponsored content! ! ATE = 3! IPR = 3! funding announcement! ! ATE = 5! IPR = 5! leads social engagement! ! ATE = 5! IPR = 3! guest blogging! ! ATE = 3! IPR = 3! speaking tour! ! ATE = 1! IPR = 5!

@paulroetzer #INBOUND15www.pr2020.com dormant demo emails! ! ATE = 5! IPR = 4! dormant free trial emails! ! ATE = 5! IPR = 4! website conversion optimization! ! ATE = 5! IPR = 4! case study gallery! ! ATE = 5! IPR = 3! podcast! ! ATE = 2! IPR = 1! free trial nurturing emails! ! ATE = 5! IPR = 5! demo nurturing emails! ! ATE = 5! IPR = 5! customer referral program! ! ATE = 3! IPR = 2! owned media ideas!

AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords! ! ATE = 5! IPR = 3! trade media print ads! ! ATE = 1! IPR = 1! LinkedIn ads! ! ATE = 4! IPR = 3! direct mail! ! ATE = 2! IPR = 1! Adroll retargeting! ! ATE = 5! IPR = 4! sponsored content! ! ATE = 3! IPR = 3! funding announcement! ! ATE = 5! IPR = 5! leads social engagement! ! ATE = 5! IPR = 3! guest blogging! ! ATE = 3! IPR = 3! speaking tour! ! ATE = 1! IPR = 5! dormant free trial emails! ! ATE = 5! IPR = 4! website optimization! ! ATE = 5! IPR = 4! free trial nurturing! ! ATE = 5! IPR = 5! demo nurturing! ! ATE = 5! IPR = 5! dormant demo emails! ! ATE = 5! IPR = 4! case study gallery! ! ATE = 5! IPR = 3! podcast! ! ATE = 2! IPR = 1! referral program! ! ATE = 3! IPR = 2!

@paulroetzer #INBOUND15www.pr2020.com original research report! ! ATE = 4! IPR = 5! influencer webinar series! ! ATE = 3! IPR = 4! vertical market ebook! ! ATE = 5! IPR = 4! free workshop series! ! ATE = 3! IPR = 3! assessment tool with visualizations! ! ATE = 2! IPR = 4! online contest/ giveaway! ! ATE = 4! IPR = 4! integrated ideas!

AbilitytoExecute(ATE) Impact Probability Rating (IPR) Adwords! ! ATE = 5! IPR = 3! trade media print ads! ! ATE = 1! IPR = 1! LinkedIn ads! ! ATE = 4! IPR = 3! direct mail! ! ATE = 2! IPR = 1! Adroll retargeting! ! ATE = 5! IPR = 4! sponsored content! ! ATE = 3! IPR = 3! funding announcement! ! ATE = 5! IPR = 5! leads social engagement! ! ATE = 5! IPR = 3! guest blogging! ! ATE = 3! IPR = 3! speaking tour! ! ATE = 1! IPR = 5! dormant free trial emails! ! ATE = 5! IPR = 4! website optimization! ! ATE = 5! IPR = 4! free trial nurturing! ! ATE = 5! IPR = 5! demo nurturing! ! ATE = 5! IPR = 5! dormant demo emails! ! ATE = 5! IPR = 4! case study gallery! ! ATE = 5! IPR = 3! podcast! ! ATE = 2! IPR = 1! referral program! ! ATE = 3! IPR = 2! original research report! ! ATE = 4! IPR = 5! vertical market ebook! ! ATE = 5! IPR = 4! online contest/ giveaway! ! ATE = 4! IPR = 4! influencer webinar series! ! ATE = 3! IPR = 4! free workshop series! ! ATE = 3! IPR = 3! assessment tool! ! ATE = 2! IPR = 4!

@paulroetzer #INBOUND15www.pr2020.com original research report! ! ATE = 4! IPR = 5! vertical market ebook! ! ATE = 5! IPR = 4! online contest/ giveaway! ! ATE = 4! IPR = 4! Adroll retargeting! ! ATE = 5! IPR = 4! funding announcement PR! ! ATE = 5! IPR = 5! dormant demo emails! ! ATE = 5! IPR = 4! dormant free trial emails! ! ATE = 5! IPR = 4! website conversion optimization! ! ATE = 5! IPR = 4! free trial nurturing emails! ! ATE = 5! IPR = 5! demo nurturing emails! ! ATE = 5! IPR = 5! the A list

www.Post-‐It.com

@paulroetzer #INBOUND15www.pr2020.com Campaign Concept ATE (1-‐5) IPR (1-‐5) O/E/P Details Demo nurturing emails 5 5 Owned Add notes here. Free trial nurturing emails 5 5 Owned Add notes here. Funding announcement PR 5 5 Earned Add notes here. Original research report 4 5 Integrated Add notes here. Speaking tour 1 5 Earned Add notes here. Dormant demo emails 5 4 Owned Add notes here. Dormant free trial emails 5 4 Owned Add notes here. Retarge]ng 5 4 Paid Add notes here. Ver]cal market ebook 5 4 Integrated Add notes here. Website conversion op]miza]on 5 4 Owned Add notes here. Online contest/giveaway 4 4 Integrated Add notes here. Free workshop series 3 4 Integrated Add notes here. Inﬂuencer webinar series 3 4 Integrated Add notes here. Online assessment tool 2 4 Integrated Add notes here. AdWords 5 3 Paid Add notes here. Case study gallery 5 3 Owned Add notes here. Social engagement 5 3 Earned Add notes here. LinkedIn ads 4 3 Paid Add notes here. Guest blogging 3 3 Earned Add notes here. Sponsored content 3 3 Paid Add notes here. Customer referral program 3 2 Owned Add notes here. Direct mail 2 1 Paid Add notes here. Podcast 2 1 Owned Add notes here. Trade print ads 1 1 Paid Add notes here. campaign sandbox idea center!

@paulroetzer #INBOUND15www.pr2020.com "High performers differentiate by doing, not planning. Do your homework, put strategies in place, and then start testing and revising."

#INBOUND15www.pr2020.com @paulroetzer campaign tools

www.g2crowd.com

www.ghostery.com

www.buzzsumo.com

www.Canva.com

www.adroll.com

www.SplashThat.com

www.Hubspot.com

www.Hubspot.com Social Inbox

www.LinkedIn.com

automate email reports

www.narrativescience.com

automate and visualize data! Source: Domo

#INBOUND15www.pr2020.com @paulroetzer 1) Prioritize and simplify your marketing goals. 2) Construct dynamic campaigns with the greatest probabilities of impacting business results. 3) Apply new technologies and processes to improve efﬁciencies and accelerate success.

paul roetzer @paulroetzer CEO | PR 20/20 author | The Marke5ng Performance Blueprint (Wiley, 2014) & The Marke5ng Agency Blueprint (Wiley, 2012) creator | Marke]ng Score & Marke]ng Agency Insider www.pr2020.com