Agile marketing is all about a speedy, flexible, marketing strategy that evolves with your target audience to appeal to their needs as they're changing. Agile marketing supports your prospects with helpful, relevant information that keeps your business attractive to your audience over time, instead of falling stagnant and potentially behind your competitors. This presentation will explore how engineering recruiting firm Yoh discerns which topics and trends are important to their audience, how they prioritize these trends against other marketing efforts, and how they use Inbound Marketing software like HubSpot to execute on 30-day marketing "sprints" that keep them ahead of the curve and always growing.

1. #inbound2013
USING AN AGILE METHODOLOGY TO
ACCELERATE INBOUND STRATEGY
EXECUTION
Joel Capperella
@joelcapperella
SVP Marketing
Yoh

2. VP of Marketing for Yoh, a
staffing firm headquartered in
Philadelphia
Stumbled across a book called
Inbound Marketing in 2009
@joelcapperella
JOEL
CAPPERELLA

3. 1 The Inbound Marketer’s Challenge & Using an Agile
Method
2 A Quick Introduction to the Agile Methodology
3 How to Apply Agile to an Inbound Strategy
4 Agile + Hubspot = Value
What we’re going to talk about. . .

4. The Inbound
Marketer’s Challenge

6. Filmmaking
Irrevocably
Changed

7. Inbound is to
Marketing
as
CGI is to FilmWhat to do. . .

8. Use an Agile Methodology
to
INBOUND Like You’re
JAMES
CAMERON

9. Agile 101
A quick introduction to the Agile Methodology

10. Agile Manifesto
INDIVIDUALS and
INTERACTIONS
ove
r
processes and tools
WORKING SOFTWARE comprehensive documentation
CUSTOMER COLLABORATION contract negotiation
RESPONDING TO CHANGE Following a plan

11. Agile Manifesto
INDIVIDUALS and
INTERACTIONS
ove
r
processes and tools
COMPELLING NARRATIVE static communications
CUSTOMER COLLABORATION contract negotiation
RESPONDING TO CHANGE Following a plan

12. iMRD BACKLOG PRIORITIZATION ESTIMATE SPRINT REVIEW
BUYER
STORIES
Agile 101 (less probably about 100)

13. Agile 101
How to Apply Agile to an Inbound Strategy

14. OPERATIONS
BIZ
INTE
L
TARGETING CULTURE
DEMAND & LEAD GENERATION
OPERATIONAL EXECUTION

15. Getting Started
Across the REVENUE LIFECYCLE what are the
KEY QUESTIONS to which our buyer is seeking
ANSWERS?

16. iMRD Buyer Stories
Literally write stories that narrate the experience of the buyer when in a very particular stage of the revenue
lifecycle
“I want to know where I can find the best agile
developers”
AGILE-HM05
Blog
Posts
• Challenges of finding agile team developers
• Do’s and don’ts of building an agile team
• The impact of talent on agile success
VISUAL • Infographic illustrating hot agile geographies
• Cartoons with lighthearted illustration of
‘wrong way’
• Info-tune illustrating how to ID agile
RICH • Full study of agile talent supply and demand
PR • By-lined article to targeted digital media
outlets

17. Simply create a list of every item identified to satisfy each requirement in the iMRD and then force rank the list
Keys to Creating an Effective Backlog
FLUID • The backlog is never complete and
can always be updated
INCLUSIV
E
• No item is too small, too detailed or
minor to include
PRIORITI
ES
• Go from high medium low to force
rank
ESTIMAT
ES
• Get better with time and
repeatability
• Drive the sprint backlog
• Pomodoro
Backlog Prioritization Estimates

18. Use the sprint backlog as the guiding plan and work to complete every single item in 30 days – review results
BLOG POSTS
INFOGRAPHIC
CALL TO ACTION
CARTOONS
INFOTOON
LANDING PAGE
PRESS
Sprint Review

19. #inbound2013
BLOG
POSTS
SOCIA
L
CTA EMAIL
SEO
WORKFLO
WS
WEB
PAGES
ANALYTICS
FORMS
Complete Packaged Coverage

20. Agile + HubSpot = Value

21. AGILE BENEFITS: Drive Key Properties
CONTACTS : SETTINGS
Build out Properties
• BUYER
• VERTICAL
• SERVICE LINE
Immediate
Intel

22. CONTENT : KEYWORDS
VolumeLOWHIGH
LOW HIGHAchievabilit
y
AGILE BENEFITS: Drive SEO Targets

23. CONTACTS : FORMS
AGILE BENEFITS: Rev Lifecycle Form Development
Build Ahead of Demand
Maintain Order
Standardize

24. AGILE BENEFITS: Reliable Qualification
CONTACTS : FORMS

25. AGILE BENEFITS: Engagement via Smart Lists
CONTACTS : LISTS

26. AGILE BENEFITS: Workflows to Set Properties
CONTACTS : WORKFLOWS

27. AGILE BENEFITS: Engage Buyers
SOCIAL : MONITORING

28. AGILE BENEFITS: Share Perspective
Mobile App

29. AGILE BENEFITS: Anchor Properties and Newsjacking
CONTENT : LANDING PAGES
ANCHOR PAGES NEWSJACKING

30. AGILE BENEFITS: Reliable Results
CONTENT : KEYWORDS

31. AGILE BENEFITS: Rapid Response
CONTENT : LANDING PAGES

32. AGILE
MARKETING
Strategy Driven
Revenue Lifecycle
Focused Narrative
Rapid Execution

33. GET YOUR
JAMES
CAMERO
N
ON