Agile Marketing and the Art and Science of Engaging Digital Customer Experiences

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 [email protected]://www.linkedin.com/in/garydeasi@gdaz