Agile Marketing for B2B Presentation

Agile Marketing(for B2B)

#Agile4B2B

#Agile4B2B | [email protected] | Bre6 Schklar | 303.325.7423

Why Agile Now for Marketing? (The nerds have been doing this for almost 10 years)


Death of the WATERFALL

Lifespan of a technology marketing professional

Long-term planning is OUT

Quick wins are IN

Content CADENCE drives inbound

Tools make it easier

Customer vs community


(Sales) (Marketing)

(One-to-One) (One-to-Many)

(Non-Scalable) (Scalable)

Changing Relationship of Sales & Marketing in B2BRemember when sales VP’s owned the customers?

SalesMarketing


Changing Relationship of Sales & Marketing in B2BMarketing builds communities

Marketing

Sales

And Stay down!


What is Agile? Speedy / Fast / Less is More / Quick to Prove / Quick to Fail / Prettier Dashboards !

Quick to Change / More Actions / More Often / Content Focused / Targeted


What is AGILE?Agile marketing is about taking small

steps, minimizing risk, and failing fast — all in an effort to figure out what works as

efficiently as possible. As a methodology, it focuses on an iterative approach to planning and

executing, learning quickly, and having a bias towards action. Agile marketing means listening to what your customer wants, programming your ads to reflect

relevant topics, updating, and measuring.Source: http://www.flite.com/downloads/Flite-Agile_Marketing_eBook.pdf


http://www.flite.com/downloads/Flite-Agile_Marketing_eBook.pdf

Why it’s great for the sales cycle?


Sales Cycle Lifetime

Effo

rt /

Act

ivity

Agile is a different format for Project Management

Listen

Create

Program

Measure

Adapt

Source: Brett the Great


You might already be doing it…

• A/B Testing

• Segmentation

• Personas

• Use Cases

• Products

Tools of the tradeKanban Boards


Tools of the tradeKanban Boards


Tools of the tradeStand-ups


Tools of the tradeServices available


Measure or die!18 Key Measurement Metrics


• Content Downloads • Inbound Links • Lead Quality Score • Lead Volume • Social Media

Engagement • Social Media Reach • Subscribers • Website Traffic

• Cost of Customer Acquisition (COCA)

• Customer Lifetime Value

• Customer Retention Rates

• Employee Retention Rates

• Inbound Job Candidates

• Lead-to-Sale Conversion Rates

• Net Promoter Score (NPS)

• Profitability • Referrals • Revenue Growth

Tools of the tradeStand-up rules

There are several goals for a daily stand-up meeting: !

To help start the day well To support improvement

To reinforce focus on the right things To reinforce the sense of team

To communicate what is going on


As a mnemonic device, think of GIFTS: Good Start, Improvement, Focus, Team, Status

Source: http://martinfowler.com/articles/itsNotJustStandingUp.html

http://martinfowler.com/articles/itsNotJustStandingUp.html

Agile in the form of Personas, Use Cases & The infamous 5 Elements of

B2B marketingWhere Agile gets SEXY!


Personas

Use Cases

RelaConship

Strategy

Demand Gen

CreaCve


The Sales Guy

SMale in his early thirties to forties who is college educated with a BA. He is well spoken with an out-going personality. He likes to compete almost as much as he likes to win.

While he can be a team player he is more focused on personal performance than other employees. !Has worked in high-tech direct sales and understands the business from many sides. !Likely very comfortable with salesforce.com and likes using it to track sales performance and leads and to get a snapshot of his personal performance. !He is likely frustrated with how long it takes to get paid on sales commissions and he wants clear data on how much he has earned in real-time.

ANATOMY

Thinking about which partners are performing and which can support his deals.

Watches sales carefully to see who is buying and to keep track of his commissions.

Concerned about inaccurate sales forecast.

Wants to meet the end customer for every transaction.

Wants access to inventory data so he can understand which partners are able to support deals.


The Sales Guy

HABITATTelephone !Email !LinkedIn !Banner Ads / Retargeting !Professional Member !Organizations !Networking Events

Objections

Primary focus should be on the ability to deliver faster, more accurate compensaCon, more accurate forecasCng and end customer visibility.

I don’t want a soluCon that changes the way I do things. I know what I’m doing. !How do I know your data is as accurate as you say it is? !How can I tell if your soluCon is customizable to match my needs? !What is the support model for your soluCon? !How can I get my channel partners to adopt this?


The Power of WHY WHAT

WHERE


In Action: Priority


PrioriCzaCon

Use Case 1

Use Case 2

Use Case 3

Use Case 4

Use Case 5

Persona 1Persona 2Persona 3Persona 4Persona 5

In Action: MCG Example

PrioriCzaCon

New CEO New Product Launch

“Need a New Web site”

Missing Sales Targets

MarkeCng Downsized

CMO / MarkeCng VP

MarkeCng Manager

Sr VP Sales & Mktg

CEO

#MakeB2BSexy | [email protected] | Bre6 Schklar | 303.325.7423


The Power of WHEN


If Facebook has a relaConship status, why don’t you have a relaConship status for your prospects?


• Persona 1, Use Case 1 • Persona 1, Use Case 2 • Persona 1, Use Case 3 • Persona 1, Use Case 4 • Persona 1, Use Case 5





20 MinitargetsPersona & Use-case Based

• Persona 1, Aw • Persona 1, Fa • Persona 1, Co • Persona 1, Pu • Persona 1, Ex





20 MinitargetsPersona & Elements Based

• Use Case 1, Aw • Use Case 1, Fa • Use Case 1, Co • Use Case 1, Pu • Use Case 1, Ex






25 MinitargetsUse Case & Elements Based

Want to Join the sexy B2B agile community?

Tweet us @demandmcg (#agile4b2b) and we’ll include in our upcoming

Agile & Ales community!

A VERY SEXY

THANK YOU!

Make B2B [email protected]!303-325-7423!@demandmcg!