Agile Marketing - Minimize the Marketing Mayhem - Why, What, How

Agile Marketing - Minimize the Marketing Mayhem

Why, What, How

Presented by:

Mathew Sweezey, Evangelist, Pardot Thursday, October 4, 2012

Agenda

• Why Agile • What is Agile for Marketing • How to be Agile • Agile Examples in Marketing

Slow Death

•  Waterfall planning •  Works for static campaigns

Old Method

I  need  more  informa,on.  I’ll  Call  

Them  

Marke,ng  Funnel    

Trade  Publica,on  

There  were  very  few  sources  of  informa,on  –    

Mostly  Controlled  by  you  

Traditional Research Lifecycle

Fast and Nimble

•  Works for multi-channel, multi-touch campaigns

•  Built for engagement marketing

Agile

I’ll  ask  TwiAer  

I’ll  ask  a  Friend  

I’ll  ask  Linkedin  

Google  

Stage  1  

Stage  2  

Stage  3  

MQL  

Now  there  are  unlimited  entry  points  to  your  marke,ng.  You  control  very  few  

of  them.  

Modern Research Lifecycle

Tenets of Agile for Marketing Just a few of them!

Tenets 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

Conversion  

Buzz   Inbound

•  PR •  Blog •  Events •  Analyst •  Skunk

Works

•  SEO •  PPC •  Email •  Shows •  Events •  Content •  Convert

•  Content •  Webinar •  Email

Daily Standups

No hassles here!

What did you do

yesterday?

Working on getting Skywalker

today.

Short Goals Think Granular

Define Your Goals

Sprints

I first went to Google and searched for “Agile Marketing,” then I found this Paid Search Ad for a eBook.

User Stories

Then, I went to the site and watched a webinar…

Execute Goals

Sprint Execute Evaluate

Execute The Nike Rule!

•  Failure is okay on short scales •  Failure is not okay on large scales (this is why agile is so great)

•  Try new things all the time •  If you’re not failing, you’re not trying

Just Do It!

Measure Up Check and Change

Conversion  

Buzz   Inbound

•  Uniques •  Likes •  Klout

Score •  Reach

•  Leads •  Quality •  Downloads •  Traffic

•  Velocity •  MQL •  Close Ratio

Team Metrics

Examples The Force is Strong in You!

Agile Content Marketing

AD:  White  paper  on  Marke,ng  Stages  –  DL  first  3  pages  

R2D2  Says:  00110011001011010101    0100    001  10!  

 Transla,on:    

Now  you  get  it!  

AD:  White  paper  on  Marke,ng  Stages  –  DL  first  3  pages  

1.  Create topic 2.  Create cover page 3.  Write 2 pages 4.  Buy ad 5.  Advertise “Pre-Release” 6.  Drive to form 7.  See how popular the

download is 8.  Evaluate next steps

How To:

Create 3 drip emails first. Run them; then look at results to create the next set of 3.

Agile Drips

R2D2  Says:  00  00111  0101  0100    001  10  1111!  

 Transla,on:    GENIUS!  

Create 3 drip emails first. Run them, then look at results to create the next set of 3.

How To: 1.  Determine goal 2.  Use Excel to document 3.  Get 3 pieces of

content 4.  Write 3 emails 5.  Add members to

campaign 6.  Test and evaluate next

steps

Agile Lead Gen

 I’m  Looking  for  Marke,ng  Automa,on  

Tweet:  From  Buzz  Team  in  response  

Inbound:  Op,mize  for  mul,ple  entry  points  

Example  of  Agile  Marke,ng  Lead  Genera,on  Campaign  

Drive  them  to  form,  which  will  add  them  

to  a  nurturing  campaign  

Introduce  them  to  a  group  in  Linkedin  

R2D2  Says:  0100    001  10!  

 Transla,on:    Team  Work!  

How To:

 I’m  Looking  for  Marke,ng  Automa,on  

Tweet:  From  Buzz  Team  in  response  

Drive  them  to  form  which  will  add  them  

to  a  nurturing  campaign  

Introduce  them  to  a  group  in  Linkedin  

Inbound:  Op,mize  for  mul,ple  entry  points  

Example  of  Agile  Marke,ng  Lead  Genera,on  Campaign  

1.  Listen 2.  Create many different

entry points 3.  Know where to drive

them to 4.  Respond via Twitter 5.  Drive them to a

landing page with form

Agile Tools and Platforms

•  Listening - Hootsuite

•  Project Management -  Basecamp

•  Reporting / Execution - Marketing Automation

Enough Said!

Questions Stupid ones are okay!

Mathew  Sweezey  Marke&ng  Evangelist    

mathew.sweezey@pardot.com  

@msweezey  

Pardot  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

404.492.6848  877.3B2B.ROI  www.pardot.com