Agile Marketing - Save Your Sanity

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Enter into the marketing world a new, revolutionary approach: Agile Marketing. Oh, yes. In this world, creativity and analytics have their place and balance. Trial and error is part of the process – and the process is agile.

Tecnologia Negócios

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

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

Slow Death

Agile

•  Works for multi-channel
multi-touch campaigns
•  Built for modern marketers
•  More relevant

Fast and
Nimble

Why Agile for Marketing?
Why should you care?

Checklist to see if Agile
is for you:

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 ?

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

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

Daily Standups
What did Working
you do on getting
yesterday? Skywalker
today. No
hassles
here!

Team Roles
•  PR
•  Blog
•  Events
•  Analyst
•  Skunk
Works
Buzz
Inbound

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

TIP: Bounty hunters make great marketers!

Short Goals

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
webinar……..

Sprints

Short Goals

Buzz
Inbound

Conversion

Sprints
2 weeks

Short Goals

Webinar – Needs
Goal
Research
Create Slides
Create Form for Registration
Get Panelist

Sprints
2 weeks*

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

Team Metrics
•  Uniques
•  Likes
•  Klout
Score
Buzz
Inbound •  Reach

•  Leads
•  Quality
•  Downloads
Conversion
•  Traffic

•  Velocity
•  MQL
•  Close Ratio

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

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

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Agile Marketing - Save Your Sanity

1. Agile Marketing Save Your Sanity Presented by: Mathew Sweezey, Sr. Sales Executive, Pardot Thursday, August 2, 2012

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

3. What is Agile? It’s the new black

4. Not Agile •  Waterfall planning •  Works for static messaging •  Don’t know any better Slow Death

5. Agile •  Works for multi-channel multi-touch campaigns •  Built for modern marketers •  More relevant Fast and Nimble

6. Why Agile for Marketing? Why should you care?

7. Checklist to see if Agile is for you: 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 ?

8. Tenets of Agile for Marketing Just a few of them!

9. Tenets of Agile Marketing 1)  People are the key 2)  Short goals 3)  Execute 4)  Review and change

10. Short Goals Sprint Execute Evaluate

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

12. Daily Standups What did Working you do on getting yesterday? Skywalker today. No hassles here!

13. Team Roles •  PR •  Blog •  Events •  Analyst •  Skunk Works Buzz Inbound •  SEO •  PPC •  Email Conversion •  Shows •  Events •  Convert •  Content •  Content •  Webinar •  Email TIP: Bounty hunters make great marketers!

14. Short Goals 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 webinar…….. Sprints

15. Short Goals Buzz Inbound Conversion Sprints 2 weeks

16. Short Goals Webinar – Needs Goal Research Create Slides Create Form for Registration Get Panelist Sprints 2 weeks*

17. 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

18. Team Metrics •  Uniques •  Likes •  Klout Score Buzz Inbound •  Reach •  Leads •  Quality •  Downloads Conversion •  Traffic •  Velocity •  MQL •  Close Ratio

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

20. Agile Content Marketing •  Test content topics with PPC campaign before content is created

21. Agile Nurturing Programs •  Design 3 steps at a time •  Evaluate, then build next set of 3

22. Agile Large Campaign •  Design Mission Critical Parts •  Assign Parts (define 2 week goals) •  Review Results

23. Agile Tools and Platforms •  Listening - Hootsuite •  Project Management -  Basecamp •  Reporting / Execution - Marketing Automation

24. Enough Said!

25. Questions Stupid ones are okay!

26. 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

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