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Agile Marketing - The Balancing Act
- 1. Agile Marketing – The Balancing Act Presented by: Mathew Sweezey, Marke&ng Automa&on Evangelist Pardot, An ExactTarget® Company
- 3. Waterfall Method Trade ShowsBillboardsIndustry Events ConferencesDirect Mail Analog Media
- 4. Drip NurturingPPC Email Marketing AdWordsWebinarsContent Marketing Agile Social
- 5. 1#
- 6. TEAMPRBlog Posts Events TRADE SHOWS Analyst Relations SEOPaid Search LinkedIn Marketing CONTENT MARKETING Email “BRANDING” “LEAD GEN” “DEMAND GEN” Events CONTENT MARKETING NURTURINGPaid Search Converting MQL AGILE TEAM
- 7. What Did You Do Yesterday? What Are You Doing Today? Do You Have Any Hassles?
- 8. 2#
- 9. USER STORIESAsk How, When and Why?
- 10. 3#
- 11. -‐ Sco@ Armstrong, Brainrider
- 12. *Executing BETTER, then measuring and recalibrating will always get you closer to your goal. START GOAL
- 13. 4#
- 14. HITsPage ViewsUniques Klout Score LEADS DOWNLOADS “BRANDING” “LEAD GEN” “DEMAND GEN” Traffic VELOCITY OF LEADS CLOSE RATIOSTAGES SQL MQL METRICS Likes METRICS Quality of Traffic STAGES
- 16. PPC• Create Topic • Create Cover Page • Write 2 Pages • Advertise as “Pre-Release” • Drive to Form for conversion • Measure conversions against your goal • Evaluate next steps
- 17. Create 3 emails at a time. That gives you plenty of time to see how well they performed, and then create 3 more. DRIP 1 2 3
- 18. Social
- 19. REPORT STAGE 1 STAGE 2 STAGE 3
- 20. TOOL BOX TRELLO Asana LISTENING PROJECT MANAGEMENT EXECUTION MARKETING AUTOMATION TOOLS HootSuite TWEETDECK Radian 6 DO.com BaseCamp LiquidPlanner
- 21. TWEETDECK TRELLOAsana MARKETING AUTOMATION HootSuite TWEETDECK Radian 6 DO.com LiquidPlanner STAGE 1 STAGE 2 STAGE 3 DRIP Social HITsPage ViewsUniques Klout Score LEADS DOWNLOADS Traffic VELOCITY OF LEADS CLOSE RATIO STAGES SQL MQL Likes Quality of Traffic STAGES PPC USER STORIES Traffic DripNurturing PPC Email Marketing AdWords Webinars Content Marketing Trade Shows Industry Events Conferences Analog Media
- 22. Contact Info Mathew Sweezey Marketing Automation Evangelist mathew.sweezey@pardot.com @msweezey Pardot, An ExactTarget® Company 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326 404.492.6848 - 877.3B2B.ROI www.pardot.com