agile marketing - save your sanity

Agile Marketing Save Your Sanity

Presented by:

Mathew Sweezey, Sr. Sales Executive, Pardot Thursday, August 2, 2012

Agenda

• What is Agile • Why Agile for Marketing • Tenets of Agile • How to Be Agile • Agile Examples in Marketing

What is Agile? It’s the new black

Slow Death

•  Waterfall planning •  Works for static messaging •  Don’t know any better

Not Agile

Fast and Nimble

•  Works for multi-channel multi-touch campaigns

•  Built for modern marketers •  More relevant

Agile

Why Agile for Marketing? Why should you care?

You value your sanity?

You are managing multiple campaigns and

media channels at once at once?

You are being made accountable for ROI?

You want to have better marketing?

You want to be more responsive to

relevant topics ?  

Checklist to see if Agile is for you:

Tenets of Agile for Marketing Just a few of them!

Tenets of Agile Marketing

1)  People are the key 2)  Short goals

3)  Execute

4)  Review and change  

Short Goals

Sprint Execute Evaluate

Agile, ask you about? Yes, teach me, Yoda!

Daily Standups

No hassles here!

What did you do

yesterday?

Working on getting Skywalker

today.

Team Roles

Conversion  

Buzz   Inbound

•  PR •  Blog •  Events •  Analyst •  Skunk

Works

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

•  Content •  Webinar •  Email

TIP: Bounty hunters make great marketers!

Short 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……..

Short Goals

Sprints 2 weeks

Conversion  

Buzz   Inbound

Short Goals

Sprints 2 weeks*

Webinar – Needs Goal

Research Create Slides

Create Form for Registration Get Panelist

Execute

“Better not Best” •  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

Conversion  

Buzz   Inbound

•  Uniques •  Likes •  Klout

Score •  Reach

•  Leads •  Quality •  Downloads •  Traffic

•  Velocity •  MQL •  Close Ratio

Team Metrics

Examples of how to be Agile Take this and call me in the morning!

Agile Content Marketing

• Test content topics with PPC campaign before content is created

Agile Nurturing Programs

•  Design 3 steps at a time • Evaluate, then build next set of 3

Agile Large Campaign

•  Design Mission Critical Parts • Assign Parts (define 2 week goals) • Review Results

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