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The day-to-day life of a marketer is busy. You spend numerous hours making sure that each small and equally important part of the overall marketing plan is managed, tracked, and analyzed for success. With such a jam-packed, detailed process, marketers everywhere are embracing the new, revolutionary approach: Agile Marketing. Join Pardot Evangelist Mathew Sweezey, as he explores this brand new approach to marketing in depth, and find out how you can apply it to your marketing process and save your sanity.
Citation preview
Agile Marketing Why, What, How
Presented by:
Mathew Sweezey, Evangelist, Pardot Thursday, October 24, 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
Old Research Lifecycle
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
Old Research Lifecycle
I read a blog
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 theme
Modern Research Lifecycle
I’ll ask TwiKer
Fast and Nimble
• Works for multi-channel multi-touch campaigns
• Built for engagement marketing
Agile
Tenent’s of Agile for Marketing Just a few of them!
Tenent’s 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 • 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.
Small Bites Think Done!
Done is better than Best!
How to get to Done Quicker!
Small Bites
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 webiar……..
Execute Goals
Small Bites Execute Evaluate
Execute The Google Rule!
Fail Fast, Fail Smart! -‐
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
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