Computer programmers hold hackathons to quickly build and improve software, so why can’t marketers do the same to unlock potential and drive performance? This fast-paced session delivers a unique planning framework to help you gain a new perspective on your strategies and campaigns. You’ll leave inspired by a collection of case studies and armed with a slew of resources you can use to accelerate your company’s success at all stages of the funnel. This session is for you if you want to learn how to build a performance-driven organization that exceeds ROI expectations and outpaces the competition. At the end of tis session you will be able to:
1. Prioritize and simplify your marketing goals.
2. Construct dynamic campaigns with the greatest probabilities of impacting business results.
3. Apply new technologies and processes to improve efficiencies and accelerate success.
12. @paulroetzer
#INBOUND15www.pr2020.com
1) Prioritize and simplify your marketing goals.
2) Construct dynamic campaigns with the greatest
probabilities of impacting business results.
3) Apply new technologies and processes to
improve efficiencies and accelerate success.
31. @paulroetzer
#INBOUND15www.pr2020.com
how it works: pre-event
1) select a SMART goal.
2) invite a group of creative people with shared interests who want to
collaborate, and learn from each other (e.g. internal marketing team,
executive team, chamber of commerce, trade organizations, non-
profit boards).
3) complete audience, persona, accelerator and milestone
worksheets to guide brainstorming (consider sharing in advance with
attendees).
32. @paulroetzer
#INBOUND15www.pr2020.com
how it works: event
1) intro: hackathon leader presents the SMART goal and provides an overview of
audiences, personas, accelerators and milestones. (15 - 20 minutes)
2) breakout: participants split in small groups to brainstorm ideas. (20 - 30 minutes)
3) collaboration: the full event team comes back together to share and debate ideas.
(30 - 60 minutes)
4) activation: the highest-rated ideas are moved into planning stages.
34. @paulroetzer
#INBOUND15www.pr2020.com
Specific: Clearly establishes what is to be achieved.
Measurable: Quantifiable, and a strong indicator of progress.
Attainable: Realistic given your foundation, reach, resources and potential.
Relevant: Connect to achievement of overall business goals.
Timely: Has a target date.
44. @paulroetzer
#INBOUND15www.pr2020.com
buyer persona profiles!
what are their problems, pains and challenges?
what matters to them, personally and professionally?
how do they consume information?
what are their favorite apps?
have they previously interacted with your company?
why do they buy the first time?
what keeps them loyal to a brand?
who influences their decisions?
do they have the authority to take action?
47. @paulroetzer
#INBOUND15www.pr2020.com
Asset
Type
Priority
Notes
Agency
Partnerships
Partnership
1-‐High
Opportunity
to
expand
reach
and
sales
through
agency
reseller
network.
Dormant
SQL
Lists
Database
1-‐High
1,000+
opt-‐in
contacts.
Minimal
nurturing
to
date.
Website
Web
Property
1-‐High
20k+
visits/month.
Not
op]mized
for
conversions.
Ebook
Library
Content
1-‐High
BeTer
promote
ebooks,
and
integrated
into
sales
process.
Top
Customer
Case
Studies
Content
1-‐High
15+
case
studies
for
nurturing.
Customer
Database
Database
3-‐Low
100+
referral
opportuni]es.
accelerators:
assets
that
can
be
leveraged
to
accelerate
success
types:
audience
lists,
content,
events,
web
proper5es,
partnerships,
sponsorships
49. @paulroetzer
#INBOUND15www.pr2020.com
Milestone
Date
Category
Notes
Series
B
Funding
Announcement
10/1/15
Company
Should
be
able
to
announce
new
funding.
Version
3
Release
11/15/15
Product
V3
rollout
with
major
feature
upgrades.
Gartner
Magic
Quadrant
Release
12/1/15
Industry
Release
pending.
Global
Tech
Conference
12/15/15
Speaking
Appearance
CEO
to
present.
User
Conference
2/1/16
Company
Inaugural
user
conference.
milestones:
events
relevant
to
the
planning
process
categories:
company,
compe5tor,
conferences,
industry,
product
87. #INBOUND15www.pr2020.com
@paulroetzer
1) Prioritize and simplify your marketing goals.
2) Construct dynamic campaigns with the greatest
probabilities of impacting business results.
3) Apply new technologies and processes to
improve efficiencies and accelerate success.
88. paul
roetzer
@paulroetzer
CEO
|
PR
20/20
author
|
The
Marke5ng
Performance
Blueprint
(Wiley,
2014)
&
The
Marke5ng
Agency
Blueprint
(Wiley,
2012)
creator
|
Marke]ng
Score
&
Marke]ng
Agency
Insider
www.pr2020.com