[Webinar] How Unbounce Optimized its Marketing Processes in 2015

@effinamazing @unbounce #unwebinar

How Unbounce Optimized its Marketing Processes in 2015

Thank you for joining us!We’ll be starting in just a few minutes.

Ryan EngleyDirector of Customer Success,

Unbounce

Chelsea ScholzJr. Campaign Strategist,

Unbounce

Yosem SweetDirector of Business Growth,

Unbounce

Recording and slides will be sent out by the end of the week

unbounce.com/try-marketing-process-optimization

@Ryan_Engley @unbounce #unwebinar

Join our chat on Twitter

Ryan Engley

Director of Customer SuccessUnbounce@Ryan_Engley

@ChelseaScholz @unbounce #unwebinar

Chelsea Scholz

Jr. Campaign StrategistUnbounce@ChelseaScholz

@yosemsweet @unbounce #unwebinar

Yosem Sweet

Director of Business OptimizationUnbounce@yosemsweet

How Unbounce Optimized its Marketing Processes in 2015

or#DoBetter - The Webinar

I WANT TO TELL YOU A STORY

@morys @unbounce #unwebinar

You are working on 15 campaigns at once, and you haven’t had time analyze or learn from any of the campaigns you’ve completed.

You’ve entered a positive feedback loop. But there is nothing “positive” about it.

Too Many Campaigns,Not Enough Learnings

Positive Feedback Loops are loops where the output of the loop becomes stronger and stronger. For instance poverty, melting ice caps, and being too busy are all positive feedback loops.

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Don’t have enough time to analyze what

Can’t say no to ideas without analysis

Feedback Loops

• Positive Feedback Loops• Grow stronger over time• Generally destabilizing• Not necessarily “good”

• Negative Feedback Loops• Reduces effects of input• Generally stabilizing• Not necessarily “bad”

• Examples• Poverty - positive feedback loop• Sweating - negative feedback loop• Learning - positive feedback loop

Every day, it gets worse.

Every time you try and do another campaign, it gets worse.

Every time you try and dig a little deeper, work a little harder, it gets worse.

Things Look Bleak

@MPatterson22 @unbounce #unwebinar

Everyone is going to hate me when I start saying no.

Corey Dilley

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We Felt Your Pain

So we asked Geoff Webb, our Director of Engineering what he'd do. And he suggested using a process called the Improvement Kata. Thanks Geoff!

Science (And Bright Colours) To The Rescue

What is the Improvement Kata?

• Daily Habit

• Learner & Coach

• Scientific Method for Continuous Learning

Improvement Kata @ Unbounce

• What does awesome look like?

• How are things actually working right now?

• What is our target in the next month or two?

• Daily Improvement Kata meetings

The Phases of Improvement Kata

Challenge:or “What Does Awesome Look

Like?”

Defining Awesome

• Something you can’t imagine being the case, but desperately want to have happen.

• 6 months to 3 years out

• Shoot for the moon

Current Condition:Understanding Reality

Current Condition

• Measure & Observe. Be objective to avoid your mind playing tricks

• Don’t use value judgements. This reality, don’t think of it as good or bad.

• Tools & Techniques:• Flowcharts• Value Stream Mapping• WIP Queues• Dependency Charts• Fishbone Diagrams• Swim lane Diagrams

Target Conditions:Where Do You Want to Be Next?

Target Condition

• What do you want to achieve next

• Should be something you hope to shoot for in 2 weeks to 3 months.

• Has a hard deadline to drive urgency

Identify Obstacles:What’s Stopping You From

Achieving Your Target?

Obstacles

• Whatever you think is stopping you from achieving your target

• You won’t actually need to solve most of these

• This list will evolve as you learn

• Best way to build this - try it and see what breaks!

Experiments:Focused Learning & Improvement

Experiments

• Focused on overcoming an obstacle

• Structured as a hypothesis

• Try and complete experiments within 1 - 2 days

The Daily Improvement Kata Meeting

An Improvement Kata Board at Unbounce

The Daily IK Meeting -What Is It & How Does It Work

• 5 - 15 minute meeting with Coach and Learner in front of an IK whiteboard

• Review what we are trying to accomplish

• Review what we last did

• Review what we’ll do next

• Formalized structure

The Daily IK meeting -Where are we going?

• Coach asks: What is your target condition?

• Learner answers…

The Daily IK meeting -What Have You Done Lately?

• Find out:• What was the last experiment

you completed?• What obstacle were you trying to

overcome?• What did you expect to happen?• What ACTUALLY happened?• What did you learn?

The Daily IK meeting -What’s Next?

• What obstacles (do you think) are stopping you from achieving your target?

• Which obstacle are you trying to overcome now?

• What experiment are you going to try to overcome it?

• What do you expect to happen?• When can you commit to having

learned?

This Drives the Plan, Do, Check, Act Cycle of Continuous Improvement

So what did we learn at Unbounce?

Things the Campaign Strategy team has worked on thus far through

Improvement Kata

Campaign Strategy wanted more time to do good work, optimize good campaigns and keep learning

Too busy to do good work…

• The goal here was to make sure strategists had enough time to do “good work”, optimize campaigns and continue to learn and develop as marketers.

• Necessary because we were at a point where strategists felt overloaded but the marketing team as a whole didn’t seem to put out a whole lot - we were stuck in a positive feedback loop.

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The target condition: • We had a few but some of the most notable were developing a system where campaign strategists were at no more than 70% capacity

We ran a series of experiments

We set up a gatekeeper.

• We tried implementing a procedure where everyone had to go through our director Corey to get a campaign assigned to a strategist

• We developed a point system based on the Fibonacci scale - we assign each campaign a number based on its effort and overall estimated value. We give it a 1, 2, 3, 5, 8 (with one taking minimal effort and 8 requiring a TON of time and effort).

We cut out meetings.

• We went through a few variations of briefing people on projects because meetings just take too much time.

• Now we send briefs with clarifying questions via email and we all save precious hours in our lives from being spent in boardrooms.

• There are still challenges here with people who don’t like to read, but we’re working on it.

The Results?

Improvement Kata = success. But sometimes we surprise ourselves.

• We implemented and have continued to use our points system!

• We now have “balance” and are optimizing campaigns left, right and centre!

Optimization…

As with anything in life (or kata), there’s always room for improvement.

• Currently we’re working on experiments for a new challenge: working with our other channels to operationalize and hand off high value campaigns to allow for more experimental campaigns.

• We found that we are spending a lot of time on campaigns that do well. So we thought - why not operationalize them and hand them off to the specialists to free up our strategy team to do more experimental marketing campaigns.

• Now this is still underway, mind you. And we might find that it fails miserably for all we know. But the point is the journey, not the destination.

What’s next for Unbounce’s Improvement Kata?

MOAR!!!More teams, more departments, more experiments. More, more, more!

unbounce.com/try-marketing-process-optimization

[Webinar] How Unbounce Optimized its Marketing Processes in 2015

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