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Agile Marketing
Why, What, How


Presented	
  by:	
  
Mathew	
  Sweezey,	
  Evangelist,	
  Pardot	
  	
  
Thursday,	
  October	
  24,	
  2012	
  
Agenda


•  Why Agile
•  What is Agile for Marketing
•  How to be Agile
•  Agile Examples in Marketing
Old Method
•  Waterfall planning
•  Works for static campaigns




                 Slow Death
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	
  
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	
  
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	
  
Agile
•  Works for multi-channel
   multi-touch campaigns
•  Built for engagement
   marketing


Fast and
Nimble
Tenent’s of Agile for Marketing
Just a few of them!
Tenent’s of Agile Marketing


1)  Be Organized
2)  Have Short goals
3)  Execute often
4)  Review and change
	
  
Be Organized
Get it together man
Team Roles
                                            •    PR
                                            •    Blog
                                            •    Events
                                            •    Events
                                            •    Analyst
                                            •    Skunk
Buzz	
      Inbound                              Works

                                     •    SEO
                                     •    PPC
                                     •    Email
    Conversion	
                     •    Shows
                                     •    Events
                      •    Convert   •    Content
                      •    Content
                      •    Webinar
                      •    Email
Daily Standups
 What did            Working
  you do            on getting
yesterday?          Skywalker
                      today.       No
                                 hassles
                                  here!
Small Bites
Think Done!
Done is better than Best!
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
 eBook


Then I went to the
site and watched a
webiar……..



                                       Small Bites
Execute Goals




Small Bites        Execute    Evaluate
Execute
The Google Rule!
Fail Fast, Fail Smart!
            -­‐	
  
Measure up
Check and Change
Team Metrics
                             •  Uniques
                             •  Likes
                             •  Klout
                                Score
Buzz	
      Inbound          •  Reach


                                       •    Leads
                                       •    Quality
                                       •    Downloads
    Conversion	
                       •    Traffic



                      •  Velocity
                      •  MQL
                      •  Close Ratio
Examples
The Force is Strong in You!
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!	
  
How To:
1.  Create Topic
2.  Create Cover Page
                              AD:	
  White	
  paper	
  on	
  Marke,ng	
  
3.  Write 2 pages                Stages	
  –	
  DL	
  first	
  3	
  pages	
  
4.  Buy Ad
5.  Advertise “Pre Release”
6.  Drive to Form
7.  See how popular the
    download is
8.  Evaluate next steps
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.
How To:
1.  Determine Goal           Create 3
2.  Use Excel to Document    drip emails
                             first. Run
3.  Get 3 pieces of          them then
    content                  look at
4.  Write 3 emails           results to
5.  Add members to           create the
    campaign                 next set of
                             3.
6.  Test and Evaluate next
    steps
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	
  
How To:                                             Example	
  of	
  Agile	
  Marke,ng	
  Lead	
  
                                                        Genera,on	
  Campaign	
  


1.  Listen
2.  Create many different
                                                         	
  I’m	
  Looking	
  for	
  
    entry points                                 Marke,ng	
  Automa,on	
  
3.  Know where to drive
    them to
4.  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	
  
Agile Tools and Platforms


                •  Listening
                 - Hootsuite
         •  Project Management
                 -  Basecamp
      •  Reporting / Execution
       - Marketing Automation
Enough Said!
Questions
Stupid ones are okay!
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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Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

  • 1. Agile Marketing Why, What, How Presented  by:   Mathew  Sweezey,  Evangelist,  Pardot     Thursday,  October  24,  2012  
  • 2. Agenda •  Why Agile •  What is Agile for Marketing •  How to be Agile •  Agile Examples in Marketing
  • 3. Old Method •  Waterfall planning •  Works for static campaigns Slow Death
  • 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. 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. 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. Agile •  Works for multi-channel multi-touch campaigns •  Built for engagement marketing Fast and Nimble
  • 8. Tenent’s of Agile for Marketing Just a few of them!
  • 9. Tenent’s of Agile Marketing 1)  Be Organized 2)  Have Short goals 3)  Execute often 4)  Review and change  
  • 10. Be Organized Get it together man
  • 11. Team Roles •  PR •  Blog •  Events •  Events •  Analyst •  Skunk Buzz   Inbound Works •  SEO •  PPC •  Email Conversion   •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email
  • 12. Daily Standups What did Working you do on getting yesterday? Skywalker today. No hassles here!
  • 14. Done is better than Best!
  • 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 eBook Then I went to the site and watched a webiar…….. Small Bites
  • 16. Execute Goals Small Bites Execute Evaluate
  • 18. Fail Fast, Fail Smart! -­‐  
  • 20. Team Metrics •  Uniques •  Likes •  Klout Score Buzz   Inbound •  Reach •  Leads •  Quality •  Downloads Conversion   •  Traffic •  Velocity •  MQL •  Close Ratio
  • 21. Examples The Force is Strong in You!
  • 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. How To: 1.  Create Topic 2.  Create Cover Page AD:  White  paper  on  Marke,ng   3.  Write 2 pages Stages  –  DL  first  3  pages   4.  Buy Ad 5.  Advertise “Pre Release” 6.  Drive to Form 7.  See how popular the download is 8.  Evaluate next steps
  • 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. How To: 1.  Determine Goal Create 3 2.  Use Excel to Document drip emails first. Run 3.  Get 3 pieces of them then content look at 4.  Write 3 emails results to 5.  Add members to create the campaign next set of 3. 6.  Test and Evaluate next steps
  • 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. How To: Example  of  Agile  Marke,ng  Lead   Genera,on  Campaign   1.  Listen 2.  Create many different  I’m  Looking  for   entry points Marke,ng  Automa,on   3.  Know where to drive them to 4.  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. Agile Tools and Platforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation
  • 31. 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