Post on 07-Apr-2023
WELCOME AGILE MARKETERS!
• Thank You for making the investment to be here.
• How we should start this journey together.
• Open (leave pre-conceived notions at the door)
• Engage (be present and collaborate)
• Lead (step up & help shape our team culture)
AGILE MARKETING
Agile Marketing is applying agile management methodology
in an iterative and adaptive process where small, highly
collaborative teams work in a series of short cycles,
incorporating rapid feedback, to deliver relevant programs,
emphasizing transparency, alignment, and prioritization
among all stakeholders.
AGILE MARKETING DELIVERABLES
If the deliverable for agile development is working code.
Then the deliverable for agile marketing is persona based
relevant content at the appropriate stage of the buyer/
customer journey.
GOALS
• Goals
• Agile Methodology Training
• Inbound Marketing Training (we are not abandoning Outbound)
• Forming/Norming as a Team
• Take Advantage of the Time Together & Investment
OPPORTUNITY
“It’s extremely difficult to change the way people’s brains are
wired.
Instead change the environment in which people make
decisions.”
hbr.org
86% skip TV ads
91% unsubscribe from email
200M+ on the Do Not Call list
44% of direct mail is never opened
BROKEN.
THE OLD MARKETING PLAYBOOK
IS
HubSpot /həb�spät/ –noun���1. a marketing software company based in Cambridge,
MA.2. marketing software that enables marketers to easily
engage leads in a relevant and helpful way.3. built on the premise that the way people make
purchasing decisions has changed.
HubSpot /həb�spät/ –noun���1. a marketing software company based in Cambridge,
MA.2. marketing software that enables marketers to easily
engage leads in a relevant and helpful way.3. built on the premise that the way people make
purchasing decisions has changed.
86% skip TV ads
91% unsubscribe from email
200M+ on the Do Not Call list
44% of direct mail is never opened
BROKEN.
THE OLD MARKETING PLAYBOOK
IS
HubSpot customers see early results grow over time.
Source: MIT Sloan graduate student study available at HubSpot.com/ROI
2.37x
6.12x
32.94x
13.75x
Months after implementing HubSpot software
0
5
10
15
20
25
30
35
6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years
Incr
eas
e in
mo
nth
ly le
ads
AGILE MARKETING.
Agile Marketing is applying agile management methodology in
an iterative and adaptive process where small, highly
collaborative teams work in a series of short cycles,
incorporating rapid feedback, to deliver relevant programs,
emphasizing transparency, alignment and prioritization among
all stakeholders.
AGILE MARKETING. Agile Marketing is applying agile management methodology in an
iterative and adaptive process where small, highly collaborative
teams work in a series of short cycles, incorporating rapid
feedback, to deliver relevant programs, emphasizing transparency,
alignment and prioritization among all stakeholders.
ITERATIVE.
AGILE MARKETING. Agile Marketing is applying agile management methodology in an
iterative and adaptive process where small, highly collaborative
teams work in a series of short cycles, incorporating rapid
feedback, to deliver relevant programs, emphasizing transparency,
alignment and prioritization among all stakeholders.
ADAPTIVE.
AGILE MARKETING. Agile Marketing is applying agile management methodology in an
iterative and adaptive process where small, highly collaborative
teams work in a series of short cycles, incorporating rapid
feedback, to deliver relevant programs, emphasizing transparency,
alignment and prioritization among all stakeholders.
COLLABORATIVE.
AGILE MARKETING. Agile Marketing is applying agile management methodology in an
iterative and adaptive process where small, highly collaborative
teams work in a series of short cycles, incorporating rapid
feedback, to deliver relevant programs, emphasizing transparency,
alignment and prioritization among all stakeholders.
TRANSPARENCY.
AGILE MARKETING. Agile Marketing is applying agile management methodology in an
iterative and adaptive process where small, highly collaborative
teams work in a series of short cycles, incorporating rapid
feedback, to deliver relevant programs, emphasizing transparency,
alignment and prioritization among all stakeholders.
ALIGNMENT.
Topics we’ll cover… þ The Agile Method.
þ Inbound Marketing.
þ Buyer Personas.
þ S.M.A.R.T. Goals.
þ Inbound Programs.
þ Content Creation.
þ Agile Marketing Execution.
What to expect this week… þ interactive presentations. þ team workshops. þ group discussions. þ spirited debates.
This week’s agenda…
þ Breaks every 2 hours.*
þ An extra 15 minutes of fun on Wednesday!
*approximately
WORKSHOP GROUND RULES.
• 9 workshops.
• Designated presenter(s) per workshop.
• Team Captain Responsibilities: – workshop time keepers.
– submit final Inbound Program (‘Master’ copy) to Chad.
What to expect this week… þ interactive presentations. þ team workshops. þ group discussions. þ spirited debates. þ an exam. þ a practicum.
What to expect this week… þ interactive presentations. þ team workshops. þ group discussions. þ spirited debates. þ an exam. þ a practicum. þ a certificate!
þ Break down silos. þ Manage complexity. þ Optimize predictability. þ Control risk. þ Create transparency.
WHY AGILE?
þ Achieve alignment. þ Streamline process. þ Iterative. þ Adaptive. þ Common language & definition
of ‘done’.
WHY AGILE?
þ Quarterly Sprint Planning. þ Monthly Sprint Planning. þ Weekly Stand-Up. þ Sprint Review. þ Sprint Retrospective.
AGILE @ DSG: KEY MEETINGS.
þ Quarterly Sprint Planning. þ Monthly Sprint Planning. þ Weekly Stand-Up. þ Sprint Review. þ Sprint Retrospective.
AGILE @ DSG: KEY MEETINGS.
All revolve around a
SPRINT.
PEOPLE.
PMMs + ELT for Products, Regions.
Scrum Owner + everyone in this room.
Chad Bower, Candice Moore, Andrea Ziesel, John O’Boyle, Deb Randel, Shawna Stephenson.
WE NEED MORE
HEADCOUNT.
USE AGILE MARKETING METHODS.
AGILE MARKETING DOESN’T JUST MEAN
DOING MORE WORK WITH FEWER PEOPLE.
FIND ME SOME WORDS THAT DO MEAN THAT
AND ASK AGAIN.
4 DAYS OF AGILE: 1. Agile Fundamentals.
2. Agile Planning Process.
3. Agile Sprint Cycles.
4. Agile in Action.
4 DAYS OF AGILE: 1. Agile Fundamentals.
2. Agile Planning Process.
3. Agile Sprint Cycles.
4. Agile in Action.
4 DAYS OF AGILE: 1. Agile Fundamentals.
2. Agile Planning Process.
3. Agile Sprint Cycles.
4. Agile in Action.
4 DAYS OF AGILE: 1. Agile Fundamentals.
2. Agile Planning Process.
3. Agile Sprint Cycles.
4. Agile in Action.
4 DAYS OF AGILE: 1. Agile Fundamentals.
2. Agile Planning Process.
3. Agile Sprint Cycles.
4. Agile in Action.
Inbound marketing focuses on creating quality content that pulls people toward your company and product instead of the old
interruption-based methods.
What is Inbound Marketing?
MARKETING HAS A LOVABILITY PROBLEM.
Less Lovable More Lovable
Stockbrokers Lawyers Car Sales Lobbyists
Marketers
The old marketing playbook is
86% skip TV ads
91% unsubscribe from email
200M on the
Do Not Call list
44% of direct mail is never opened
BROKEN.
What is a Buyer Persona?
A fictional representation of your ideal customer based on real data and select, educated speculation about customer
demographics, behavior patterns, motivations, and goals.
BUYER PERSONAS ARE NOT: þ Target markets
þ Job title/roles
þ Dependent on what you sell
þ Actual people
BUYER PERSONAS ARE: þ Common behavioral patterns
þ Shared pain points (professional, personal)
þ Universal goals, wishes, dreams
þ General demographic & biographic information
Content to attract visitors
Content to close customers Content to
convert leads
Personas help you create the right content to send the right message at the right time.
Personas help identify where your best customers spend time on the
Internet – so you can be there too.
IMAGE CREDIT: FLICKR USER ANDY HAY
Keep your personas’ goals in mind to help your business create offerings that help overcome challenges.
Personas help guide product & service development.
WHY BUYER PERSONAS ARE IMPORTANT.
þ Align your customer’s needs, pain points, and goals.
þ Provide consistent language and messaging.
þ Help you create the right content.
þ Identify where your best customers consume information.
þ Deliver the right content to the right place at the right time.
PERSONA PROFILES PROVIDE CONTEXT. þ Write blog posts that read like their favorite how-to magazine
þ Post social updates that speak their language
þ Use technology that matches their technical level
þ Collaborate with partners that are relevant to our persona
þ Align campaign timing with their lifestyle
þ Mold our sales process to their decision making process
Aaron the DBA DBAs are technical experts responsible for managing one or more database environments within an organization.
155
Database Administrator (DBA) • Demographics
– 35-50 yrs. of age – $77k average income – 73% male and 27% female – 57% in role for 5+ years – Works in an office or lab
• Job Functions – The primary task of DBAs is to ensure information on the database
systems is constantly available to the users and to maintain the stability and security of the database. Ongoing maintenance of a database frequently requires being on call, and a quarter of DBAs work more than 40 hrs. a week including weekends and holidays. DBAs are a product user and influencer in the buying cycle. Their typical work environment is stressful
• Responsibility – Installation, configuration, upgrade and migration – Backup and recovery – Sets user privileges – Database security – Storage and capacity planning – Performance monitoring and tuning – Implement and configure replication – Troubleshooting – Methodical approach to their work
• Key Attributes – Strong attention to detail, time management and multi-tasking skills. – A passion for problem solving, thrive off complex challenges – Clear communication skills to work closely with team members – Technically savvy with skills in Unix, Linux, PL/SQL and databases
such as Oracle
• Goals – Maximize database performance and uptime – Tackle complex issues in a simple and timely way – Keep database knowledge up to par with changing environment
• Challenges – Always “firefighting” – Tight maintenance windows in production environment – Impending database upgrades or patches to plan for – Disjointed workflow due to disparate tools – Code coming from development performs poorly and doesn’t scale – Major production outages and related data loss – Poor application performance – Implementing database changes with inadequate testing – Losing experienced DBAs (managers) – Ensure users have the appropriate access to data – Constant education of new technology involving the database and
evaluating new tools used to perform tasks – Meeting ongoing and changing data and information needs of the
business
But, what’s Aaron’s story? Aaron is a database administrator in his late 30’s to early 40’s at an organization with 100+ employees. He is responsible for all aspects of database performance and as a result, on call 24/7. With data volumes doubling in size every 18 months and an increasing number users accessing the data, a data breach or system failure could mean legal implications and even millions lost for the company. He is focused on keeping the database running efficiently. He can be skeptical and relies on experience and endorsements of products from other DBAs in the industry through community forums. As an end-user, he influences management on product decisions. Birthday present: Bluetooth headset
• Demographics • Job function • Pain points &
goals • Seeks
information
KEY TAKEAWAYS. þ Personas are the foundation of content marketing.
þ Buyers come first.
þ Review your personas often to ensure ongoing relevancy and accuracy.
WORKSHOP GROUND RULES.
• 9 workshops.
• Designated presenter(s) per workshop.
• Make it visual! • Team Captain Responsibilities:
– workshop time keepers.
– submit final Inbound Program to Chad.
1 As a team, create an elevator pitch for your assigned persona (20 mins) Remember to include the name, job function, pain points, and where they seek information. (page 6) Presenters: you have 1 minute for your elevator pitch. Everyone: remember to take notes on all pitches for Part 2. (page 7)
2 As a team, find relevant blog posts and a creative birthday gift idea (no video games! J) for each of the 4 personas (20 mins) (page 8)
WORKSHOP 1: BUYER PERSONAS.
PAGES: 6-8
The active research process a potential buyer goes through leading up to a purchase.
What is the Buyer’s Journey?
A model to align our sales and marketing efforts to this research process, with
specific focus on their needs and pain points.
What is the Buyer’s Journey?
Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%.
(Source: DemandGen)
Awareness Consideration Decision
“I AM… experiencing symptoms
of a problem and seeking greater understanding of
my problem”
AWARENESS STAGE.
Awareness Consideration Decision
“I AM… considering all potential solutions
to solve my problem”
CONSIDERATION STAGE.
Awareness Consideration Decision
“I AM… deciding on a specific
product or vendor for my chosen solution”
DECISION STAGE.
Awareness Consideration Decision
“I’m not replicating data in real time and the end
user is experiencing downtime.”
“I can continue to use Oracle Golden Gate + Oracle Active Data Guard, or migrate over
to Dell SharePlex. What is the feature comparison of Dell SharePlex vs. Oracle
Golden Gate?”
“What database availability solutions exist? Which data replication software is the
best?”
THE BUYER’S JOURNEY: AN EXAMPLE.
As marketers, the buyer’s journey helps us deliver the right content to the right person at the right time.
THE BUYER’S JOURNEY.
Solve problems or address challenges with thought leadership content at exactly the right time.
Keywords and relevant terms.
Content type or format.
User behavior or research
needs.
User behavior or research
needs.
BEHAVIOR AND RESEARCH NEEDS DIFFER IN EACH STAGE.
Prospect is experiencing symptoms of a problem.
Doing educational research to identify and name the problem.
Prospect has now clearly defined and given a name to their problem or opportunity.
Committed to researching and understanding all available approaches to solving the defined problem.
Prospect has now decided on their solution strategy, method, or approach.
Compiling vendors and problems and narrowing down their options for a final purchasing decision.
User behavior or research
needs.
Content type or format.
Analyst reports
eGuides & eBooks
Editorial content
White Papers
Educational content
Expert content
Infographics
Comparison white papers
Expert guides
Webinars
Live interactions
Podcasts
Vendor comparison
Product comparison
Case studies
Trial downloads
Product literature
Live demo
SPECIFIC CONTENT TYPES ARE MOST RELEVANT AT DIFFERENT STAGE.
Keywords and relevant terms.
Problem/opportunity terms
Troubleshoot
Issue
Resolve
Risks
Upgrade
Improve
Optimize
Solution terms
Solution
Provider
Service
Supplier
Tool
Device
Software
Comparison terms
Compare
Versus
Vs.
Comparison
Pros and Cons
Review
Test
USE RELEVANT TERMS IN EACH STAGE.
Information that addresses a specific pain point which is packaged up conveniently in a downloadable form.
What is a Content Offer?
Make your ebooks and webinars the best offers for potential customers in your industry.
INBOUND OFFERS PHILOSOPHY.
LET’S REVIEW AN EXAMPLE…
Learn the key considerations to factor in when evaluating advanced analytics platforms. Gain a deeper understanding of the advanced analytics platform landscape.
STEP 1: IDENTIFY USER BEHAVIOR, CONTENT TYPE AND KEYWORDS.
• Gain a deeper understanding of the advanced analytics landscape
• Find the right solution for your advanced analytics needs.
• Expert Guide • Solution Comparison
• Solution • Advanced analytics
landscape • Advanced analytics platforms
STEP 2: EVALUATE ALIGNMENT OF EACH TO THE BUYER’S JOURNEY.
• Gain a deeper understanding of the advanced analytics landscape
• Find the right solution for your advanced analytics needs.
• Expert Guide • Solution Comparison
• Solution • Advanced analytics
landscape • Advanced analytics platforms
STEP 3: DECIDE TO WHICH BUYER’S JOURNEY STAGE THIS CONTENT MAPS.
? • Gain a deeper understanding of
the advanced analytics landscape • Find the right solution for your
advanced analytics needs.
• Expert Guide • Solution Comparison
• Solution • Advanced analytics
landscape • Advanced analytics platforms
1 Map Entire SonicWALL Content Library in Content Offer
Inventory
2 Content Matrix - Analysis
3 Content Roadmap
4 Create New Content
SonicWALL Content Audit & Analysis
SonicWALL Content Audit – Project Overview
• Buyer Persona Template Created
• Finalized 7 SonicWall Buyer Personas
• Compiled from 20 different locations
where content “lives”
• 100% of Content found was
Catalogued, then duplicates removed
• ~300 Unique Content Offers (excludes
video content) - Currently in Analysis
BUYER PERSONAS: DSG Standard Persona Template.
Ø Task force created template
Ø Based on all version of persona template currently in use across business units
Ø Standardized
Ø DSG Standard Buyer Persona Template is AVAILABLE NOW!
BUYER PERSONAS: SONICWALL FINAL PERSONA PROFILES.
Ø Johnny, IT Admin
Ø Jack, IT Director
Ø Xavier Xecutive
Ø Charlie Channel
Ø Owen, SMB Owner
Ø Harvey Hardware Partner
Ø Debbie Dell Sales Rep
SONICWALL CONTENT AUDIT: PROJECT PHASES.
þ Phase I: Discovery, Planning & Resource Development
þ Phase II: Content Inventory Review
þ Phase III: Content Analysis
þ Phase IV: Findings & Recommendations
INDIVIDUAL CONTENT OFFER ANALYSIS OBSERVATION
EX 1
RECOMMENDED ACTION
Content offer title has unclear Buyer Persona
Revise content offer title and context to appeal to specific Buyer Persona
SONICWALL CONTENT AUDIT EXAMPLE Title: 10 Easy Steps to Secure
Your Small Business
à New Title: 10 Easy Steps to
Secure Your Small Business
Network
INDIVIDUAL CONTENT OFFER ANALYSIS OBSERVATION
EX 2
RECOMMENDED ACTION
Content offer has outdated product references
Archive
INDIVIDUAL CONTENT OFFER ANALYSIS OBSERVATION
EX 3
RECOMMENDED ACTION
Content offer has unclear Buyer’s Journey stage
Revise content offer to fit specific stage & update title
SONICWALL CONTENT AUDIT EXAMPLE Stage: Decision (with some content aligned
with Consideration stage)
à This could easily be turned into a strong
Consideration Stage content offer. Remove
pages 3, 7 & 14.
Title: 11 Cool Things Your Firewall Should Do
à New Title: 11 Essential Firewall Solution
Features to Control Application Traffic
# %
# %
# %
Title A Title B Title C
Title 1 Title 2 Title 3
Offer X Offer Y Offer Z
Map & Analyze entire Content Library Map & Analyze Overall Content Mix, holes, opportunities, overall content alignment with market maturity
OVERALL CONTENT MATRIX ANALYSIS OBSERVATION 1 RECOMMENDED ACTION
Not enough Awareness stage content offers
Create new Awareness offers
OR Remove product references
OVERALL CONTENT MATRIX ANALYSIS OBSERVATION 2 RECOMMENDED ACTION
Not enough Consideration stage content offers
Create new Consideration offers
NO Buyer Persona Content Offers
We Have: 26 offers 23 offers 211 offers
Content Offers We Need:
Jack the IT Director Content Offers
We Have: 1 offer 5 offers 2 offers
Content Offers We Need:
CONTENT MATRIX ANALYSIS: PERSONAS.
Build up a library of content offers in all 3 Buyer’s Journey stages for specific Buyer Personas.
?
OVERALL CONTENT MATRIX ANALYSIS OBSERVATION 3 RECOMMENDED ACTION
94% of ~300 Content Offers are not relevant to any specified Buyer Persona
Create Content Offers in every stage of the Buyer’s Journey specifically messaging to each of the 7 Buyer Personas
What Observations did your Content Matrix Analysis Produce? Compile a list of the Logical Correlating Recommendations for each Observation
Content Backlog to itemize Next Steps
• Consolidate Next Steps
• Prioritize based on your
Content Matrix Analysis
findings
• Some tasks are more
appropriate for Short Term
action, some for Long Term
workshop : 20 minutes presentation : 3 minutes each
WORKSHOP 2: CONTENT MAPPING. 1 Use the asset list on SharePoint:
– map existing content to your persona’s buyer’s journey stage
– note ideas for repurposing these assets.
Presenters: share 3 mapped content offers, the associated stage and your repurposing ideas.
PAGE: 11, Lists on SharePoint