Agile Marketing and the Art and Science of Engaging Digital Customer Experiences
Post on 07-Feb-2017
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Gary DeAsi @gdazSenior Manager, Digital MarketingSmartBear Software
Agile Marketing &The Art & Science of Engaging Digital Customer Experiences
9M+downloads
3M+users
25K+organizations
194countries
12+products
Team
28Members
200K+Qualified Leads ‘14
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artsomething that is created with imagination and skill and that is beautiful or that expresses important ideas or feelings
skill acquired by experience, study, or observation <the art of making friends>
the ability to use one's knowledge effectively and readily in execution or performance
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scienceknowledge about or study of the natural world based on facts learned through experiments and observation> scientific methodprinciples and procedures for the systematic pursuit of knowledge involving the recognition and formulation of a problem, the collection of data through observation and experiment, and the formulation and testing of hypotheses
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“rational”(cognitive)
“emotional” (affective)
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2009“From Head to Heart, Paper to Monitor: Rational & Emotional Advertising Content in Digital Media”
2015
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The Golden Circle
What?(Products/Services)
How?(Value Prop)
Why?(The Cause)
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“I have a dream”NOT
“I have a plan”
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The Golden Funnel
What?Products/Services
How?Value Prop
How?
What?
Why?Marketing
Marketing Automation
Marketo
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Early Stage
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Middle Stage
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Late Stage
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EngagingDigital Content
the art and science of…
UsefulEasy
Relevant
Social
Mobile
Consumable
Quality
Anatomy of Engaging Digital Content
User Experience
Interesting
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Digital Content TransformationPDFs Digital, Interactive
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Digital Content TransformationEmail Landing Page Social
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Website
Social
BlogEmail
Paid Media
PPC
PR Events
Automated Nurture
Content Metrics: Channels/Sources
Channel Lead/Opportunity
Web/Organic 22.86%
Blog 20.00%
Paid Media 6.36%
Nurture 5.26%
Email 4.83%
PPC 1.29%
• Email Engagement • Click-through rate• Social Engagement• Web engagement• Inbound search traffic• Conversions (#/%)• Net new leads• Opportunities (#, $)• % Conv/Opp
Metrics
Content MetricsVariables
• Funnel stage• Timing• Age of content• Length of sales cycle• Opportunity stage• Spend• Impressions• Attempts/Casts• Gate or no gate?
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events
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“Thanks for stopping by the booth!”
Event Follow Up
Event Metrics
• # leads captured• Cost/Lead• % attendees captured• % leads with notes• % leads with grades• Follow-up conversions• Opportunities Influenced
Powerful Engagement WeaponsDemand Type
Personas
Buyer’s Journey
Data!
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Dynamic Lead Scoring and Nurturing
60 5 100 0
Highest Market Score:
API
• Faster reaction time• Project planning/management• Time + workload management• Collaboration (Global)• Prioritization• Visibility• Accountability• Efficiency
Why Agile?
2013 2012 2014 2015
FunctionFunnel Stage Market
Agile Technology and Teams
OperationsTraffic & Brand
Web & Creative
Channel
CMO
Demand Gen
Product Marketing
Functional
Market
Team
Manager
LEGEND
Traffic Team Market A Market B Market C Market DSEOPaid
SocialNurture
CampaignsEvents
Functional Team Manager
Market Managers
Delegation and Task Assignment
Sprint
Task A
Task B
Task C
Epic Story
Creating a Task
Sprint Planning
Metrics
3 Big RocksReview,Commit
Interlock
Review,Retrospective
Halftime check-in
Calendar & Progress
Agile Board
Daily stand-ups
Other NotablesInbound Request FormSprint planning poker
Sprint length = 2-4 WeeksBuild in flex time. Plan for the unpredictable , time-sucks (20-50%)Minimize upkeepSpecificity, break down tasks into bite size piecesMold system to your organization, not the other way aroundFeedback, iteration, evolution Review and commit before sprintCommitment, buy-inSprint and backlog to deflect unnecessary requestsIf it’s not in the sprint it doesn’t exist.
Agile Lessons Learned
Thank you!Gary DeAsigary.deasi@smartbear.comhttps://www.linkedin.com/in/garydeasi@gdaz
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