Marketing Automation Goes Agile
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The document discusses adopting an agile approach to marketing. Some key points: - Traditional annual marketing plans are no longer effective due to constant and rapid changes. Agile practices like iterative planning, testing, and adapting can help marketing keep up. - Agile marketing involves maintaining a backlog of campaign ideas that are prioritized and pulled into short sprints for development and testing. Results are reviewed regularly to inform future work. - Technology like marketing automation is needed to execute iterative testing of campaigns across multiple channels and measure results in real-time. - Adopting agile practices requires changes to processes, using tools like backlogs and sprints, and embracing constant testing and adaptation to stay responsive to changes in
![Event Hijacking
During your competitors’ live events: Select event key words, phrases, or
#[hashtags] which are trending on Twitter with high activity.
In seconds, the automated campaign
sends a personalized Tweet directly to
each event lead’s @handle.
Set automated triggers
which “listen” for these
terms on Twitter.
Users who actively tweet these terms
are captured in a list
(for immediate and future use).
© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com
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Marketing Automation Goes Agile
- 1. Bislr Intelligent Marketing Platform Marketing Automation Goes Agile How do you "go agile"? What does this mean for campaign planning for 2014? Marcia Kadanoff CMO Bislr, Inc. © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 1 1
- 2. What We’ll Discuss Today • No one says you have to “go agile in 2014” • What we do know is that the old school marketing plan isn’t worth the paper it’s printed on #agilema © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 2 2
- 3. Lets Talk About Agile © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 3 3
- 4. This is Agile © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 4 4
- 5. Simple Facts • The faster the campaigns get developed • The more campaigns you run • The more you test BETTER HIGHER IMPACT RESULTS © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 5 5
- 6. If your goal is to … • Get More Done • Adapt to Change • See Measurable Results Think Different – Process – Technology © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 6 6
- 7. Think Different © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 7 7
- 8. Expect Change • Social Media • Mobile • Buying Process © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 8 8
- 9. Social Media © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 9 9
- 10. Mobile • Android over taking iOS © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 10 10
- 11. Buying Process • 67% of the buyer’s work is done BEFORE they ever talk to sales © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 11 11
- 12. Impact on the CMO Source: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-CMO-Insights-Report-PDF.pdf © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 12 12
- 13. Biggest Barriers to Success © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 13 13
- 14. In Short … What Marketing Needs is • Better process • Better technology © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 14 14
- 15. Agile Marketing © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 15 15
- 16. Benefits Transformative Status Quo Agile © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 16 16
- 17. Critical decisions • You are going to need to make – Length of the sprint – How to prioritize campaigns – Scrum frequency / stand up meetings – How to report on results – What supporting technology you need © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 17 17
- 18. Sprint Length • Shorter is better • 3-4 weeks MAX Source: http://agilemarketingmanifesto.org/values/adaptive-and-iterative© 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com campaigns-over-big-bang-campaigns/#.Up-LjWRDuvg 18 18
- 19. Create an Ongoing Backlog • Campaigns • Stories • Points © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 19 19
- 20. How to Create Your Backlog • Story fragments Opportunity Nurture – ROI Calculator A campaign that targets opportunities in the later stage of our pipeline who need ROI information to help them make a positive buying decision © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 20 20
- 21. Campaign • LinkedIn Sponsored Posts • Twitter Lead Cards • Google Adwords – Hint! Consistent naming conventions will really help here • Campaign X – LinkedIn – Jan 14-30 • Campaign X – Twitter Lead Cards – Jan 14-30 • Campaign X – Google AdWords – June 14-30 – Track spending and monitor click-throughs in a unified manner © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 21 21
- 22. Backlog Planning Tool Story Funnel Stage Sales Customer Engagement Marketing Opportunity Nurture Bottom 13 5 13 Segment A Specific Campaign #1 Middle 5 10 5 Segment B Specific Campaign #2 Middle 1 3 2 Market Research Report Campaign Top 8 13 5 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 22 22
- 23. Leverage Fibonacci Numbers • Ensures ‘spread’ of votes Fibonacci Numbers 1-2-3-5-8-13 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 23 23
- 24. Sprint Planning Meetings • Electronic & not face-to-face © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 24 24
- 25. Now we’ve got a Short List of Campaigns • By step of the funnel … like so TOFU Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 26 21 21 13 8 5 5 5 5 5 25 25
- 26. Pull Campaigns “Off the Backlog” Plan directly off the Campaign backlog © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 26 26
- 27. Always be Testing Something • • • • • • Shorter tweets Visual content Precision timing Frequency Cadence Content © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 27 27
- 28. Shorter Tweets 100 is the new 140 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 28 28
- 29. Visual Content BEFORE © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 29 29
- 30. Precision Timing • Focus on first 5-10 days after prospect enters your funnel © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 30 30
- 31. Frequency © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 31 31
- 32. Impact Conversion rate +50% Follow Rate 3x Cost Per Lead -11% Retweets 2x © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 32 32
- 33. Cadence • Varies by medium but in social media • 10 tweets … other people’s content • 4 touches … your content (organic) • 1 touch … conversion action (sponsored) © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 33 33
- 34. Content © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 34 34
- 35. Leverage the Moment Cultural Opportunistic Business issues © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 35 35
- 36. Example – Cultural Moment © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 36 36
- 37. Event Hijacking During your competitors’ live events: Select event key words, phrases, or #[hashtags] which are trending on Twitter with high activity. In seconds, the automated campaign sends a personalized Tweet directly to each event lead’s @handle. Set automated triggers which “listen” for these terms on Twitter. Users who actively tweet these terms are captured in a list (for immediate and future use). © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 37 37 37
- 38. Example – Churn Reduction © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 38 38
- 39. Hold Regular Retrospect Meetings © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 39 39
- 40. Campaign Retrospective What Happens in the Campaign Retrospect • Actual campaigns executed • Planned campaigns as on backlog • Results achieved © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 40 40
- 41. Focus on the Results that Matter • Not Click Through or Cost Per but ROI (ideally) • Percentage of opportunities influenced by marketing Campaign #1 Campaign #2 Campaign #3 Campaign #4 Campaign #5 Campaign #6 Campaign #7 Campaign #8 Campaign #9 Campaign #10 Program Cost $30,000.00 $40,000.00 $5,000.00 $15,000.00 $90,000.00 $5,000.00 $5,000.00 $10,000.00 $14,000.00 $12,000.00 $226,000.00 No. of Oppts Created 28 21 11 13 8 6 5 5 1 4 102 Dollar Value $717,900 $582,600 $300,000 $296,200 $188,200 $139,900 $121,200 $107,700 $89,800 $89,800 2,633,300 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com Revenue Expected $387,000 $451,000 $300,000 $$182,000 $106,000 $1,210,000 $$$680,000 3,316,000 Revenue Won $20,000 $70,100 $3,500 $$158,800 $28,000 $785 $45,000 $23,368 $349,553 ROI (Revenue) 67 175 70 176 560 16 450 167 - 41 41
- 42. In Terms of Technology Needed • Don’t need anything fancy to plan your sprints – spreadsheet will suffice • Do need marketing automation – – – – – – Create and execute more campaigns See results happen in real time via a feed Test new media opportunities as they come up Make sure assets are ready for mobile / social Field multi channel campaigns that go beyond email Close the loop / calculate ROI © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 42 42
- 43. Closing Thoughts • Don’t bother with burn down charts • Don’t bother with project “poker” © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 43 43
- 44. Agile Marketing What We Talked About • Agile as a lightweight planning process that is perfectly matched for the shift to more digital marketing • Iterative planning process pulling campaigns off a backlog • 10 Tips on how to implement agile marketing in your organization • Marketing Automation as the technology needed to meet your goals in 2014 © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 44 44
- 45. Disruptive Marketing Automation Free 14-Day Trial http://bislr.com © 2013, Bislr, Inc. @bislr #agilema | FREE 14 Day Trial: http://bislr.com 45 45