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INBOUND15
Marketing Growth Hackathon
25+ Tips, Tools and Resources to
Accelerate Performance
Paul Roetzer (@paulroetzer)
F...
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
A B2B SaaS company with $10M in funding and aggressive growth goals...
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
A quick analysis indicates the issue is actually a
lack of reach an...
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
The marketing team is blogging 2x per week,
regularly sharing conte...
@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 wit...
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Should they hire an agency or freelancers and
double down on conten...
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Maybe.
@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...
@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
accelerat...
#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 discover...
Image: Wikimedia
@paulroetzer
#INBOUND15www.pr2020.com
EVALUATE
1) complete a marketing assessment.
2) conduct discovery research.
ESTABLIS...
@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, e...
@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...
@paulroetzer
#INBOUND15www.pr2020.com
how it works: event
1) intro: hackathon leader presents the SMART goal and provides ...
#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 ...
@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	
  E...
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 t...
x!www.MakeMyPersona.com	
  
#INBOUND15www.pr2020.com
@paulroetzer
4)	
  catalog	
  accelerators.	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
Asset	
   Type	
   Priority	
   Notes	
  
Agency	
  Partnerships	
   Partnership	
  ...
#INBOUND15www.pr2020.com
@paulroetzer
5)	
  establish	
  milestones.	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
Milestone	
   Date	
   Category	
   Notes	
  
Series	
  B	
  Funding	
  Announcement...
shared	
  calendars	
  
#INBOUND15www.pr2020.com
@paulroetzer
6)	
  construct	
  a	
  campaign	
  sandbox.	
  
	
  
[EVENT]	
  
@paulroetzer
#INBOUND15www.pr2020.com
ideation inspiration
audiences
personas
accelerators
milestones
historical performan...
bit.ly/performance-­‐pack	
  
@paulroetzer
#INBOUND15www.pr2020.com
source:	
  Al]meter’s	
  The	
  Converged	
  Media	
  Impera]ve	
  
You have the con...
@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)
...
@paulroetzer
#INBOUND15www.pr2020.com
how it works
original research
report!
!
ATE = 4!
IPR = 5!
Impact Probability Rating...
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-...
@paulroetzer
#INBOUND15www.pr2020.com
Adwords!
!
ATE = 5!
IPR = 3!
trade media
print ads!
!
ATE = 1!
IPR = 1!
LinkedIn ads...
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
Adwords!
!
ATE = 5!
IPR = 3!
trade media
print ads!
!
ATE = 1!
IPR =...
@paulroetzer
#INBOUND15www.pr2020.com
funding
announcement
PR!
!
ATE = 5!
IPR = 5!
leads social
engagement!
!
ATE = 5!
IPR...
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
Adwords!
!
ATE = 5!
IPR = 3!
trade media
print ads!
!
ATE = 1!
IPR =...
@paulroetzer
#INBOUND15www.pr2020.com
dormant demo
emails!
!
ATE = 5!
IPR = 4!
dormant free
trial emails!
!
ATE = 5!
IPR =...
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
Adwords!
!
ATE = 5!
IPR = 3!
trade media
print ads!
!
ATE = 1!
IPR =...
@paulroetzer
#INBOUND15www.pr2020.com
original research
report!
!
ATE = 4!
IPR = 5!
influencer
webinar series!
!
ATE = 3!
...
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
Adwords!
!
ATE = 5!
IPR = 3!
trade media
print ads!
!
ATE = 1!
IPR =...
@paulroetzer
#INBOUND15www.pr2020.com
original research
report!
!
ATE = 4!
IPR = 5!
vertical market
ebook!
!
ATE = 5!
IPR ...
www.Post-­‐It.com	
  
@paulroetzer
#INBOUND15www.pr2020.com
Campaign	
  Concept	
   ATE	
  (1-­‐5)	
   IPR	
  (1-­‐5)	
   O/E/P	
   Details	
  
...
@paulroetzer
#INBOUND15www.pr2020.com
"High performers differentiate by doing, not planning.
Do your homework, put strateg...
#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...
paul	
  roetzer	
  
@paulroetzer	
  
	
  
CEO	
  |	
  PR	
  20/20	
  
author	
  |	
  The	
  Marke5ng	
  Performance	
  Blu...
The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate Performance (#INBOUND15)
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The Marketing Growth Hackathon: 25+ Tips, Tools and Resources to Accelerate Performance (#INBOUND15)

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Computer programmers hold hackathons to quickly build and improve software, so why can’t marketers do the same to unlock potential and drive performance? This fast-paced session delivers a unique planning framework to help you gain a new perspective on your strategies and campaigns. You’ll leave inspired by a collection of case studies and armed with a slew of resources you can use to accelerate your company’s success at all stages of the funnel. This session is for you if you want to learn how to build a performance-driven organization that exceeds ROI expectations and outpaces the competition. At the end of tis session you will be able to:

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.

Published in: Marketing

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

  1. 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)
  2. @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 . . .
  3. @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.
  4. @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.
  5. @paulroetzer #INBOUND15www.pr2020.com example scenario But, not enough people are organically finding the content.
  6. @paulroetzer #INBOUND15www.pr2020.com example scenario Do they need a paid media strategy?
  7. @paulroetzer #INBOUND15www.pr2020.com example scenario Are there opportunities to amplify the content via earned media with bloggers, journalists and analysts?
  8. @paulroetzer #INBOUND15www.pr2020.com example scenario Should they hire an agency or freelancers and double down on content production?
  9. @paulroetzer #INBOUND15www.pr2020.com example scenario Maybe.
  10. @paulroetzer #INBOUND15www.pr2020.com example scenario Maybe.
  11. @paulroetzer #INBOUND15www.pr2020.com example scenario AND . . . Maybe.
  12. @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.
  13. @paulroetzer #INBOUND15www.pr2020.com consumer behavior social networks technologies channels data
  14. @paulroetzer #INBOUND15www.pr2020.com never more choices. never more noise. never more demand for performance.!
  15. @paulroetzer #INBOUND15www.pr2020.com and yet, there has never been a ! better time to be a marketer.!
  16. #INBOUND15www.pr2020.com @paulroetzer obstacles create opportunities
  17. @paulroetzer #INBOUND15www.pr2020.com we have to plan faster, experiment more efficiently and adapt constantly to accelerate success.!
  18. #INBOUND15www.pr2020.com @paulroetzer january 28, 2012
  19. @paulroetzer #INBOUND15www.pr2020.com “INSANE RESULTS IN 60 DAYS!”
  20. @paulroetzer #INBOUND15www.pr2020.com What if we could accelerate success in business?
  21. @paulroetzer #INBOUND15www.pr2020.com What if we could transform marketing performance in 30, 60 or 90 days?
  22. @paulroetzer #INBOUND15www.pr2020.com Less time planning. More time doing.
  23. www.TheMarke*ngScore.com  
  24. intelligent (and eventually automated) strategy based on goals and historical performance
  25. @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.
  26. Image: Wikimedia
  27. @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
  28. @paulroetzer #INBOUND15www.pr2020.com goal > audiences > personas > accelerators > milestones > campaigns
  29. #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.
  30. @paulroetzer #INBOUND15www.pr2020.com 1SMART Goal 3ideas 30days to activate 90days to execute the model
  31. @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).
  32. @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.
  33. #INBOUND15www.pr2020.com @paulroetzer 1)  establish  a  SMART  goal.       [pre  event]  
  34. @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.
  35. @paulroetzer #INBOUND15www.pr2020.com Generate 50 sales qualified leads during Q4 2015.
  36. www.Be4erWorks.com  
  37. www.HubSpot.com  
  38. #INBOUND15www.pr2020.com @paulroetzer 2)  define  and  segment  audiences.     [pre  event]  
  39. @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
  40. www.HubSpot.com  
  41. www.Followerwonk.com    
  42. www.buzzsumo.com  
  43. #INBOUND15www.pr2020.com @paulroetzer 3)  profile  personas.     [pre  event]  
  44. @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?
  45. x!www.MakeMyPersona.com  
  46. #INBOUND15www.pr2020.com @paulroetzer 4)  catalog  accelerators.     [pre  event]  
  47. @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  
  48. #INBOUND15www.pr2020.com @paulroetzer 5)  establish  milestones.     [pre  event]  
  49. @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  
  50. shared  calendars  
  51. #INBOUND15www.pr2020.com @paulroetzer 6)  construct  a  campaign  sandbox.     [EVENT]  
  52. @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
  53. bit.ly/performance-­‐pack  
  54. @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.
  55. @paulroetzer #INBOUND15www.pr2020.com PAID! EARNED! OWNED! INTEGRATED! how it works
  56. @paulroetzer #INBOUND15www.pr2020.com how it works original research report! ! ATE = 4! IPR = 5! The idea
  57. @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)
  58. @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)
  59. AbilitytoExecute(ATE) Impact Probability Rating (IPR)
  60. 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
  61. @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!
  62. 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!
  63. @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!
  64. 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!
  65. @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!
  66. 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!
  67. @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!
  68. 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!
  69. @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
  70. www.Post-­‐It.com  
  71. @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!
  72. @paulroetzer #INBOUND15www.pr2020.com "High performers differentiate by doing, not planning. Do your homework, put strategies in place, and then start testing and revising."
  73. #INBOUND15www.pr2020.com @paulroetzer campaign  tools  
  74. www.g2crowd.com
  75. www.ghostery.com
  76. www.buzzsumo.com
  77. www.Canva.com
  78. www.adroll.com
  79. www.SplashThat.com
  80. www.Hubspot.com
  81. www.Hubspot.com Social Inbox
  82. www.LinkedIn.com
  83. automate  email  reports  
  84. www.narrativescience.com
  85. automate and visualize data! Source:  Domo  
  86. #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.
  87. 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  

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