#inbound2013
USING AN AGILE METHODOLOGY TO ACCELERATE INBOUND STRATEGY EXECUTION
Joel Capperella@joelcapperellaSVP MarketingYoh
VP of Marketing for Yoh, a staffing firm headquartered in Philadelphia
Stumbled across a book called Inbound Marketing in 2009
@joelcapperella
JOELCAPPERELLA
1 The Inbound Marketer’s Challenge & Using an Agile
Method
2 A Quick Introduction to the Agile Methodology
3 How to Apply Agile to an Inbound Strategy
4 Agile + Hubspot = Value
What we’re going to talk about. . .
The Inbound Marketer’s Challenge
Filmmaking Irrevocably Changed
Inbound is to
Marketingas
CGI is to FilmWhat to do. . .
Use an Agile Methodology to
INBOUND Like You’re
JAMES CAMERON
Agile 101A quick introduction to the Agile Methodology
Agile Manifesto
INDIVIDUALS and INTERACTIONS
over
processes and tools
WORKING SOFTWARE comprehensive documentation
CUSTOMER COLLABORATION
contract negotiation
RESPONDING TO CHANGE Following a plan
Agile Manifesto
INDIVIDUALS and INTERACTIONS
over
processes and tools
COMPELLING NARRATIVE static communications
CUSTOMER COLLABORATION
contract negotiation
RESPONDING TO CHANGE Following a plan
iMRD BACKLOGPRIORITIZATIONESTIMATE SPRINT REVIEWBUYER
STORIES
Agile 101 (less probably about 100)
Agile 101How to Apply Agile to an Inbound Strategy
OPERATIONSBIZ INTEL
TARGETING CULTURE
DEMAND & LEAD GENERATION
OPERATIONAL EXECUTION
RELEV
ANT
READS
Getting Started
Across the REVENUE LIFECYCLE what are the KEY QUESTIONS to which our buyer is
seeking ANSWERS?
iMRD Buyer Stories
Literally write stories that narrate the experience of the buyer when in a very particular stage of the revenue lifecycle
“I want to know where I can find the best agile developers”
AGILE-HM05
Blog Posts
• Challenges of finding agile team developers• Do’s and don’ts of building an agile team• The impact of talent on agile success
VISUAL • Infographic illustrating hot agile geographies• Cartoons with lighthearted illustration of
‘wrong way’• Info-tune illustrating how to ID agile
RICH • Full study of agile talent supply and demand
PR • By-lined article to targeted digital media outlets
Simply create a list of every item identified to satisfy each requirement in the iMRD and then force rank the list
Keys to Creating an Effective Backlog
FLUID • The backlog is never complete and can always be updated
INCLUSIVE
• No item is too small, too detailed or minor to include
PRIORITIES
• Go from high medium low to force rank
ESTIMATES
• Get better with time and repeatability• Drive the sprint backlog• Pomodoro
Backlog Prioritization Estimates
Use the sprint backlog as the guiding plan and work to complete every single item in 30 days – review results
BLOG POSTSINFOGRAPHIC
CALL TO ACTION
CARTOONS
INFOTOON
LANDING PAGE
PRESS
Sprint Review
#inbound2013
BLOG POSTS
SOCIAL
CTA EMAIL
SEO
WORKFLOWS
WEB PAGES
ANALYTICS
FORMS
Complete Packaged Coverage
Agile + HubSpot = Value
AGILE BENEFITS: Drive Key PropertiesCONTACTS : SETTINGS
Build out Properties • BUYER• VERTICAL• SERVICE LINE
Immediate Intel
CONTENT : KEYWORDS
Volu
me
LO
WH
IGH
LOW HIGHAchievability
AGILE BENEFITS: Drive SEO Targets
CONTACTS : FORMS
AGILE BENEFITS: Rev Lifecycle Form Development
Build Ahead of DemandMaintain Order
Standardize
AGILE BENEFITS: Reliable QualificationCONTACTS : FORMS
AGILE BENEFITS: Engagement via Smart Lists
CONTACTS : LISTS
AGILE BENEFITS: Workflows to Set Properties
CONTACTS : WORKFLOWS
AGILE BENEFITS: Engage BuyersSOCIAL : MONITORING
AGILE BENEFITS: Share Perspective Mobile App
AGILE BENEFITS: Anchor Properties and Newsjacking
CONTENT : LANDING PAGES
ANCHOR PAGES NEWSJACKING
AGILE BENEFITS: Reliable ResultsCONTENT : KEYWORDS
AGILE BENEFITS: Rapid ResponseCONTENT : LANDING PAGES
AGILE MARKETINGStrategy Driven
Revenue Lifecycle
Focused Narrative
Rapid Execution
GET YOUR
JAMES CAMERO
NON
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