agile marketing - minimize the marketing mayhem - why, what, how
DESCRIPTION
You may have heard of "agile" in reference to the development world. Well, this is "agile" - for the marketing world! If you are open to new and improved marketing processes, then you have come to the right place! Join Mathew Sweezey, Marketing Automation Evangelist from Pardot, as he introduces us to the new world of Agile Marketing!TRANSCRIPT
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
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
@msweezey
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com