[Webinar] How Unbounce Optimized its Marketing Processes in 2015

@effinamazing @unbounce #unwebinar
How Unbounce Optimized its Marketing Processes in 2015
Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
Director of Customer Success,
Unbounce
Chelsea Scholz
Jr. Campaign Strategist,
Unbounce
Yosem Sweet
Director of Business Growth,
Unbounce

Recording and slides will be sent
out by the end of the week

unbounce.com/try-marketing-process-optimization

@Ryan_Engley @unbounce #unwebinar
Join our chat on Twitter
Ryan Engley
Director of Customer Success
Unbounce
@Ryan_Engley

@ChelseaScholz @unbounce #unwebinar
Chelsea Scholz
Jr. Campaign Strategist
Unbounce
@ChelseaScholz

@yosemsweet @unbounce #unwebinar
Yosem Sweet
Director of Business Optimization
Unbounce
@yosemsweet

How Unbounce Optimized its Marketing
Processes in 2015
or
#DoBetter - The Webinar

@morys @unbounce #unwebinar
You are working on 15 campaigns at once,
and you haven’t had time analyze or learn
from any of the campaigns you’ve
completed.
You’ve entered a positive feedback loop.
But there is nothing “positive” about it.
Too Many Campaigns,
Not Enough Learnings
Positive Feedback Loops are loops where
the output of the loop becomes stronger
and stronger. For instance poverty,
melting ice caps, and being too busy are
all positive feedback loops.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar
Don’t have enough time
to analyze what works
Can’t say no to ideas
without analysis

Feedback Loops
• Positive Feedback Loops
• Grow stronger over time
• Generally destabilizing
• Not necessarily “good”
• Negative Feedback Loops
• Reduces effects of input
• Generally stabilizing
• Not necessarily “bad”
• Examples
• Poverty - positive feedback loop
• Sweating - negative feedback loop
• Learning - positive feedback loop

Every day, it gets worse.
Every time you try and do another
campaign, it gets worse.
Every time you try and dig a little deeper,
work a little harder, it gets worse.
Things Look Bleak

@MPatterson22 @unbounce #unwebinar
Everyone is going to hate me when I
start saying no.
Corey Dilley
@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar

So we asked Geoff
Webb, our Director of
Engineering what he'd
do. And he suggested
using a process called
the Improvement
Kata. Thanks Geoff!

Science (And Bright Colours) To The Rescue

What is the
Improvement Kata?
• Daily Habit
• Learner & Coach
• Scientific Method for Continuous
Learning

Improvement Kata @
Unbounce
• What does awesome look
like?
• How are things actually
working right now?
• What is our target in the next
month or two?
• Daily Improvement Kata
meetings

The Phases of Improvement Kata

Challenge:
or “What Does Awesome Look
Like?”

Defining Awesome
• Something you can’t imagine being the
case, but desperately want to have
happen.
• 6 months to 3 years out
• Shoot for the moon

Current Condition:
Understanding Reality

Current Condition
• Measure & Observe. Be objective to
avoid your mind playing tricks
• Don’t use value judgements. This
reality, don’t think of it as good or bad.
• Tools & Techniques:
• Flowcharts
• Value Stream Mapping
• WIP Queues
• Dependency Charts
• Fishbone Diagrams
• Swim lane Diagrams

Target Conditions:
Where Do You Want to Be Next?

Target Condition
• What do you want to achieve next
• Should be something you hope to shoot
for in 2 weeks to 3 months.
• Has a hard deadline to drive urgency

Identify Obstacles:
What’s Stopping You From
Achieving Your Target?

Obstacles
• Whatever you think is stopping you from
achieving your target
• You won’t actually need to solve most of
these
• This list will evolve as you learn
• Best way to build this - try it and see
what breaks!

Experiments:
Focused Learning & Improvement

Experiments
• Focused on overcoming an obstacle
• Structured as a hypothesis
• Try and complete experiments within 1 -
2 days

The Daily Improvement Kata Meeting

An Improvement Kata Board at Unbounce

The Daily IK Meeting -
What Is It & How Does
It Work
• 5 - 15 minute meeting with Coach and
Learner in front of an IK whiteboard
• Review what we are trying to
accomplish
• Review what we last did
• Review what we’ll do next
• Formalized structure

The Daily IK meeting -
Where are we going?
• Coach asks: What is your target
condition?
• Learner answers…

What Have You Done
Lately?
• Find out:
• What was the last experiment you
completed?
• What obstacle were you trying to
overcome?
• What did you expect to happen?
• What ACTUALLY happened?
• What did you learn?

What’s Next?
• What obstacles (do you think) are
stopping you from achieving your
target?
• Which obstacle are you trying to
overcome now?
• What experiment are you going to try to
overcome it?
• What do you expect to happen?
• When can you commit to having
learned?

This Drives the Plan, Do, Check, Act Cycle of
Continuous Improvement

So what did we learn
at Unbounce?

Things the Campaign Strategy team
has worked on thus far through
Improvement Kata

Campaign Strategy wanted more time
to do good work, optimize good
campaigns and keep learning

Too busy to do good
work…
• The goal here was to make sure
strategists had enough time to do
“good work”, optimize campaigns
and continue to learn and develop
as marketers.
• Necessary because we were at a
point where strategists felt
overloaded but the marketing team
as a whole didn’t seem to put out a
whole lot - we were stuck in a
positive feedback loop.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@chelseascholz @unbounce #unwebinar

The target condition: • We had a few but some of the most
notable were developing a system
where campaign strategists were at
no more than 70% capacity

We ran a series of
experiments

We set up a
gatekeeper.
• We tried implementing a procedure
where everyone had to go through
our director Corey to get a
campaign assigned to a strategist
• We developed a point system
based on the Fibonacci scale - we
assign each campaign a number
based on its effort and overall
estimated value. We give it a 1, 2,
3, 5, 8 (with one taking minimal
effort and 8 requiring a TON of time
and effort).

We cut out meetings.
• We went through a few variations
of briefing people on projects
because meetings just take too
much time.
• Now we send briefs with clarifying
questions via email and we all save
precious hours in our lives from
being spent in boardrooms.
• There are still challenges here with
people who don’t like to read, but
we’re working on it.

Improvement Kata =
success. But
sometimes we
surprise ourselves.
• We implemented and have continued to use our
points system!
• We now have “balance” and are optimizing
campaigns left, right and centre!

As with anything in
life (or kata), there’s
always room for
improvement.
• Currently we’re working on experiments for a new
challenge: working with our other channels to
operationalize and hand off high value campaigns
to allow for more experimental campaigns.
• We found that we are spending a lot of time on
campaigns that do well. So we thought - why not
operationalize them and hand them off to the
specialists to free up our strategy team to do
more experimental marketing campaigns.
• Now this is still underway, mind you. And we
might find that it fails miserably for all we know.
But the point is the journey, not the destination.

What’s next for Unbounce’s
Improvement Kata?

MOAR!!!
More teams, more
departments, more
experiments. More,
more, more!

[Webinar] How Unbounce Optimized its Marketing Processes in 2015

[Webinar] How Unbounce Optimized its Marketing Processes in 2015

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