Agile Marketing Goes Digital

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

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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


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Lets Talk About Agile


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This is Agile


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Simple Facts
• The faster the campaigns get developed
• The more campaigns you run
• The more you test

BETTER HIGHER IMPACT RESULTS

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If your goal is to …
• Get More Done
• Adapt to Change
• See Measurable Results
Think Different
– Process
– Technology


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Think Different


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Expect Change
• Social Media
• Mobile
• Buying Process


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Social Media


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Mobile
• Android over taking iOS


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Buying Process
• 67% of the buyer’s work is done BEFORE they ever talk
to sales


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Impact on the CMO

Source: http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-CMO-Insights-Report-PDF.pdf


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Biggest Barriers to Success


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In Short … What Marketing Needs is
• Better process
• Better technology


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Agile Marketing


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Benefits
Transformative

Status
Quo

Agile


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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


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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

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Create an Ongoing Backlog
• Campaigns
• Stories
• Points


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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


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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


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Backlog Planning Tool
Story

Funnel Stage

Sales

Customer
Engagement

Marketing

Opportunity
Nurture

Bottom

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5

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Segment A
Specific
Campaign #1

Middle

5

10

5

Segment B
Specific
Campaign #2

Middle

1

3

2

Market
Research
Report
Campaign

Top

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5


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Leverage Fibonacci Numbers
• Ensures ‘spread’ of votes

Fibonacci
Numbers
1-2-3-5-8-13


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Sprint Planning Meetings
• Electronic & not face-to-face


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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

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21
21
13
8
5
5
5
5
5

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Pull Campaigns “Off the Backlog”

Plan directly off the
Campaign backlog

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Always be Testing Something
•
•
•
•
•
•

Shorter tweets
Visual content
Precision timing
Frequency
Cadence
Content


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Shorter Tweets

100 is the new 140


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Visual Content
BEFORE


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Precision Timing
• Focus on first 5-10 days after prospect enters your funnel


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Frequency


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Impact
Conversion rate
+50%

Follow Rate
3x

Cost Per Lead
-11%

Retweets
2x


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Cadence
• Varies by medium but in social media
• 10 tweets … other people’s content
• 4 touches … your content (organic)
• 1 touch … conversion action (sponsored)


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Content


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Leverage the Moment
Cultural
Opportunistic
Business issues


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Example – Cultural Moment


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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).

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Example – Churn Reduction


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Hold Regular Retrospect Meetings


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Campaign Retrospective
What Happens in the Campaign Retrospect
• Actual campaigns executed
• Planned campaigns as on backlog
• Results achieved


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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


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
-

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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


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Closing Thoughts
• Don’t bother with burn down charts
• Don’t bother with project “poker”


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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

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Disruptive Marketing Automation

Free 14-Day Trial
http://bislr.com


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Agile Marketing Goes Digital

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