Pardot Elevate 2012 - Agile Marketing: Save Your Sanity
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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.
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Pardot Elevate 2012 - Agile Marketing: Save Your Sanity
- 1. Agile Marketing Why, What, How Presented by: Mathew Sweezey, Evangelist, Pardot Thursday, October 24, 2012
- 2. Agenda • Why Agile • What is Agile for Marketing • How to be Agile • Agile Examples in Marketing
- 3. Old Method • Waterfall planning • Works for static campaigns Slow Death
- 4. Old Research Lifecycle I need more Trade informa,on. I’ll Call Publica,on Them There were very few sources of Marke,ng Funnel informa,on – Mostly Controlled by you
- 5. Old Research Lifecycle I need more Trade informa,on. I’ll Call Publica,on Them There were very few sources of Marke,ng Funnel informa,on – Mostly Controlled by you
- 6. Modern Research Lifecycle I’ll ask TwiKer I’ll ask Linkedin I read a blog Google Stage 1 Now there are unlimited entry Stage 2 points to your marke,ng. You control very few Stage 3 of theme MQL
- 7. Agile • Works for multi-channel multi-touch campaigns • Built for engagement marketing Fast and Nimble
- 8. Tenent’s of Agile for Marketing Just a few of them!
- 9. Tenent’s of Agile Marketing 1) Be Organized 2) Have Short goals 3) Execute often 4) Review and change
- 10. Be Organized Get it together man
- 11. Team Roles • PR • Blog • Events • Events • Analyst • Skunk Buzz Inbound Works • SEO • PPC • Email Conversion • Shows • Events • Convert • Content • Content • Webinar • Email
- 12. Daily Standups What did Working you do on getting yesterday? Skywalker today. No hassles here!
- 14. Done is better than Best!
- 15. How to get to Done Quicker! User Stories I first went to Google and searched for “Agile Marketing” then I found this Paid Search Ad for a eBook Then I went to the site and watched a webiar…….. Small Bites
- 16. Execute Goals Small Bites Execute Evaluate
- 18. Fail Fast, Fail Smart! -‐
- 19. Measure up Check and Change
- 20. Team Metrics • Uniques • Likes • Klout Score Buzz Inbound • Reach • Leads • Quality • Downloads Conversion • Traffic • Velocity • MQL • Close Ratio
- 21. Examples The Force is Strong in You!
- 22. Agile Content Marketing R2D2 Says: 001100110010110101 01 0100 001 10! AD: White paper on Marke,ng Transla,on: Stages – DL first 3 pages Now you get it!
- 23. How To: 1. Create Topic 2. Create Cover Page AD: White paper on Marke,ng 3. Write 2 pages Stages – DL first 3 pages 4. Buy Ad 5. Advertise “Pre Release” 6. Drive to Form 7. See how popular the download is 8. Evaluate next steps
- 24. Agile Drips Create 3 R2D2 Says: 00 00111 drip emails 0101 0100 001 10 first. Run 1111! them then look at Transla,on: results to GENIUS! create the next set of 3.
- 25. How To: 1. Determine Goal Create 3 2. Use Excel to Document drip emails first. Run 3. Get 3 pieces of them then content look at 4. Write 3 emails results to 5. Add members to create the campaign next set of 3. 6. Test and Evaluate next steps
- 26. Agile Lead Gen Example of Agile Marke,ng Lead Genera,on Campaign R2D2 Says: 0100 001 10! I’m Looking for Marke,ng Automa,on Transla,on: Team Work! Inbound: Op,mize for mul,ple entry points Introduce Tweet: From Buzz Drive them them to a Team in response to form group in which will Linkedin add them to a nurturing campaign
- 27. How To: Example of Agile Marke,ng Lead Genera,on Campaign 1. Listen 2. Create many different I’m Looking for entry points Marke,ng Automa,on 3. Know where to drive them to 4. Respond via Twitter Inbound: Op,mize for mul,ple entry points 5. Drive them to a landing page with form Introduce Tweet: From Buzz Drive them them to a Team in response to form group in which will Linkedin add them to a nurturing campaign
- 28. Agile Tools and Platforms • Listening - Hootsuite • Project Management - Basecamp • Reporting / Execution - Marketing Automation
- 29. Enough Said!
- 30. Questions Stupid ones are okay!
- 31. Pardot Mathew Sweezey 950 East Paces Ferry Rd Marke&ng Evangelist Suite 3300 mathew.sweezey@pardot.com Atlanta, Georgia 30326 @msweezey 404.492.6848 877.3B2B.ROI www.pardot.com