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

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.

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Page 1: Agile Marketing - Save Your Sanity

Agile Marketing Save Your Sanity

Presented by:

Mathew Sweezey, Sr. Sales Executive, Pardot Thursday, August 2, 2012

Page 2: Agile Marketing - Save Your Sanity

Agenda

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

Page 3: Agile Marketing - Save Your Sanity

What is Agile? It’s the new black

Page 4: Agile Marketing - Save Your Sanity

Slow Death

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

Not Agile

Page 5: Agile Marketing - Save Your Sanity

Fast and Nimble

•  Works for multi-channel multi-touch campaigns

•  Built for modern marketers •  More relevant

Agile

Page 6: Agile Marketing - Save Your Sanity

Why Agile for Marketing? Why should you care?

Page 7: Agile Marketing - Save Your Sanity

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 ?  

Checklist to see if Agile is for you:

Page 8: Agile Marketing - Save Your Sanity

Tenets of Agile for Marketing Just a few of them!

Page 9: Agile Marketing - Save Your Sanity

Tenets of Agile Marketing

1)  People are the key 2)  Short goals

3)  Execute

4)  Review and change  

Page 10: Agile Marketing - Save Your Sanity

Short Goals

Sprint Execute Evaluate

Page 11: Agile Marketing - Save Your Sanity

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

Page 12: Agile Marketing - Save Your Sanity

Daily Standups

No hassles here!

What did you do

yesterday?

Working on getting Skywalker

today.

Page 13: Agile Marketing - Save Your Sanity

Team Roles

Conversion  

Buzz   Inbound

•  PR •  Blog •  Events •  Analyst •  Skunk

Works

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

•  Content •  Webinar •  Email

TIP: Bounty hunters make great marketers!

Page 14: Agile Marketing - Save Your Sanity

Short Goals

Sprints

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 webinar……..

Page 15: Agile Marketing - Save Your Sanity

Short Goals

Sprints 2 weeks

Conversion  

Buzz   Inbound

Page 16: Agile Marketing - Save Your Sanity

Short Goals

Sprints 2 weeks*

Webinar – Needs Goal

Research Create Slides

Create Form for Registration Get Panelist

 

Page 17: Agile Marketing - Save Your Sanity

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

Page 18: Agile Marketing - Save Your Sanity

Conversion  

Buzz   Inbound

•  Uniques •  Likes •  Klout

Score •  Reach

•  Leads •  Quality •  Downloads •  Traffic

•  Velocity •  MQL •  Close Ratio

Team Metrics

Page 19: Agile Marketing - Save Your Sanity

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

Page 20: Agile Marketing - Save Your Sanity

Agile Content Marketing

• Test content topics with PPC campaign before content is created

Page 21: Agile Marketing - Save Your Sanity

Agile Nurturing Programs

•  Design 3 steps at a time • Evaluate, then build next set of 3

Page 22: Agile Marketing - Save Your Sanity

Agile Large Campaign

•  Design Mission Critical Parts • Assign Parts (define 2 week goals) • Review Results

Page 23: Agile Marketing - Save Your Sanity

Agile Tools and Platforms

•  Listening - Hootsuite •  Project Management

-  Basecamp •  Reporting / Execution - Marketing Automation

Page 24: Agile Marketing - Save Your Sanity

Enough Said!

Page 25: Agile Marketing - Save Your Sanity

Questions Stupid ones are okay!

Page 26: 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