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Agile Marketing Why, What, How Presented by: Mathew Sweezey, Evangelist, Pardot Thursday, October 24, 2012

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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Page 1: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Agile Marketing Why, What, How

Presented  by:  

Mathew  Sweezey,  Evangelist,  Pardot    Thursday,  October  24,  2012  

Page 2: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Agenda

• Why Agile • What is Agile for Marketing • How to be Agile • Agile Examples in Marketing

Page 3: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Slow Death

•  Waterfall planning •  Works for static campaigns

Old Method

Page 4: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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

Page 5: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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

Page 6: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

I  read  a  blog  

I’ll  ask  Linkedin  

Google  

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  

Page 7: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Fast and Nimble

•  Works for multi-channel multi-touch campaigns

•  Built for engagement marketing

Agile

Page 8: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Tenent’s of Agile for Marketing Just a few of them!

Page 9: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Tenent’s of Agile Marketing

1)  Be Organized 2)  Have Short goals

3)  Execute often

4)  Review and change  

Page 10: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Be Organized Get it together man

Page 11: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Team Roles

Conversion  

Buzz   Inbound

•  PR •  Blog •  Events •  Events •  Analyst •  Skunk

Works

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

•  Content •  Webinar •  Email

Page 12: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Daily Standups

No hassles here!

What did you do

yesterday?

Working on getting Skywalker

today.

Page 13: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Small Bites Think Done!

Page 14: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Done is better than Best!

Page 15: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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……..

Page 16: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Execute Goals

Small Bites Execute Evaluate

Page 17: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Execute The Google Rule!

Page 18: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Fail Fast, Fail Smart! -­‐  

Page 19: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Measure up Check and Change

Page 20: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Conversion  

Buzz   Inbound

•  Uniques •  Likes •  Klout

Score •  Reach

•  Leads •  Quality •  Downloads •  Traffic

•  Velocity •  MQL •  Close Ratio

Team Metrics

Page 21: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Examples The Force is Strong in You!

Page 22: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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!  

Page 23: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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:

Page 24: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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!  

Page 25: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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

Page 26: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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!  

Page 27: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

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

Page 28: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Agile Tools and Platforms

•  Listening - Hootsuite

•  Project Management -  Basecamp

•  Reporting / Execution - Marketing Automation

Page 29: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Enough Said!

Page 30: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Questions Stupid ones are okay!

Page 31: Pardot Elevate 2012 - Agile Marketing: Save Your Sanity

Mathew  Sweezey  Marke&ng  Evangelist    

[email protected]  

@msweezey  

Pardot  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

   

404.492.6848  877.3B2B.ROI  www.pardot.com