DSG AGILE MARKETING SUMMIT. - HubSpot

AN AGILE APPROACH TO INBOUND MARKETING.

DSG AGILE MARKETING SUMMIT.

#DSGMARKETING SEPTEMBER 2015

THE AGILE ERA OF MARKETING.

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

AN AGILE APPROACH TO INBOUND MARKETING.

DSG AGILE MARKETING SUMMIT.

#DSGMARKETING SEPTEMBER 2015

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

YOUR HUBSPOT TEAM.

Julie Kukesh

Connor Sullivan

Alexis Bradley

Christine Huynh

Shilpa Pandya

WHAT’S A HUBSPOT?

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


200M+ on the Do Not Call list


BROKEN.

THE OLD MARKETING PLAYBOOK

IS

We need to shift our focus from selling to helping people buy.

THE INBOUND MARKETING METHODOLOGY.

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

Just a few of the 15,000+ HubSpot customers.

How would you define the word agile? Q:

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.






ADAPTIVE.






COLLABORATIVE.






TRANSPARENCY.






ALIGNMENT.

þ  COLLABORATION. þ  TRANSPARENCY. þ  ALIGNMENT.

KEY THEMES:


OUR CALL-TO-ACTION…

What to expect this week… þ  interactive presentations.

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.

A few housekeeping items…

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.

Early travel plans?

Connect with Christine during our next break

to make alternate arrangements.

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!

This could be you!

THE AGILE PHILOSOPHY.

#DSGMARKETING

It all began when…

to create a better way to design & deliver software.

The result?

The Agile Manifesto.

AGILE PRINCIPLES TO LIVE BY.

From developers to marketers…

WHY AGILE ?

#DSGMARKETING

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?

AGILE MARKETING THE DSG WAY.


AGILE @ DSG: KEY THEMES.

þ  ITERATION. þ  ADAPTATION.

AGILE @ DSG: KEY THEMES.

We have 5 formal opportunities for collaboration, iteration and adaptation.

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.

SPRINT = TIMEFRAME.

1 sprint = 1 calendar month

þ  Scrum owner. þ  Scrum team. þ  Key stakeholders.

AGILE @ DSG: KEY PLAYERS.

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.

The DSG Agile Team is self-organizing & cross-functional.

CONTENT MARKETING, INBOUND PROGRAMS & TACTICS.

What’s the difference between agile and inbound?

VS. AGILE INBOUND PEOPLE & PROCESS. DELIVERABLES,

PROGRAMS, TACTICS,

CONTENT.

4 DAYS OF AGILE: 1.  Agile Fundamentals.

2.  Agile Planning Process.

3.  Agile Sprint Cycles.

4.  Agile in Action.

THE INBOUND MARKETING METHODOLOGY.

NEXT UP...

THE INBOUND MARKETING

METHODOLOGY.

#DSGMARKETING

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?

Why 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


200M on the

Do Not Call list


BROKEN.

The buyer is in control.

Create content as a road map for the buyer to find

what you sell.

No one wakes up and says… “I want to see an ad.”

But marketers still wake up and say… “I think I’ll make an ad.”

How do we create

marketing that people will

love?

+ =

Personalization & relevant content creates marketing people love.

MARKETING WAS…

MARKETING IS…

FACT: BUYERS ARE IN CONTROL.

SELLERS NEED TO CHANGE.

Interruption (SELLER FOCUSED)

Attraction (BUYER FOCUSED)

to

So, what does this mean for us?

BUILD MARKETING ASSETS.

Blogs Photos & Infographics

Videos & Podcasts

Presentations & eBooks

Content marketing, done well, requires marketers to think like publishers.

Build trust, solidify thought leadership and gain credibility through your content.

Sounds great in theory…

but does it really work?

95.7% increase in email open rates. 165% increase in click-through rates.

90% leads delivered to sales within 3 hours.

(vs. up to 120 hours!)

Doubled lead-to-opportunity conversion rate to 20%.

60% increase in year-over-year organic search traffic.

36% increase in leads year-over-year.

110% increase in qualified leads year-over-year.

When real value is delivered through inbound marketing, businesses win.

How do we know what they’ll find valuable?

How do we know what they’ll find valuable?

We need to get to know them.

BUYER PERSONAS: The Cornerstone of Content Marketing.

#DSGMARKETING

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

WHERE DO PERSONAS FIT IN?

personas + inbound = right content. personas + agile = team alignment.

Personas matter at every stage of the inbound methodology.

INBOUND METHODOLOGY.

Why are buyer personas critical to our inbound content strategy? Q:

+ =

They help us deliver personalized, relevant content, which creates

marketing people love.

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

Name 3 reasons why buyer personas are important.

Let’s look at a DSG example…

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

In practice…

CONTENT FOR AARON

SOCIAL POST FOR AARON

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.

NEXT UP…

PERSONA WORKSHOP.

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.

4 Persona Profiles on SharePoint. (in the ‘Summit Assets’ Folder)

link: bit.ly/dsg-sharepoint

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

UNDERSTANDING THE BUYER’S JOURNEY.

#DSGMARKETING

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)

THE 3 STAGES OF THE BUYER’S JOURNEY.

Awareness Consideration Decision

“I AM… experiencing symptoms

of a problem and seeking greater understanding of

my problem”

AWARENESS STAGE.


“I AM… considering all potential solutions

to solve my problem”

CONSIDERATION STAGE.


“I AM… deciding on a specific

product or vendor for my chosen solution”

DECISION STAGE.


“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.

THE BUYER’S JOURNEY IS NOT...

THE INBOUND METHODOLOGY.

THE SALES FUNNEL.

A BUYER PERSONA.

As marketers, the buyer’s journey helps us deliver the right content to the right person at the right time.

CONTENT MAPPING METHODOLOGY.

#DSGMARKETING

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.

THE THREE STAGES OF THE BUYER’S JOURNEY.


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.


needs.


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.


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.

In which stage of the Journey does your prospect find product information helpful?

CREATING TARGETED CONTENT OFFERS.

#DSGMARKETING

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.

EXAMPLE CONTENT TYPES.

EXAMPLES: AWARENESS & CONSIDERATION STAGE OFFERS.

EXAMPLES: DECISION STAGE OFFERS.

MAP AN INDIVIDUAL CONTENT OFFER.

#DSGMARKETING




needs.

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.




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.




STEP 3: DECIDE TO WHICH BUYER’S JOURNEY STAGE THIS CONTENT MAPS.

CONSIDERATION STAGE!

Did you map the content offer correctly?

Buyer’s Journey Quick Reference Guide Hang it up at your desk!

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

INVENTORY OF ALL CONTENT

CONTENT ANALYSIS

CONTENT OBSERVATIONS & RECOMMENDATIONS

DSG AGILE MARKETING SUMMIT. - HubSpot

Documents

Transcript of DSG AGILE MARKETING SUMMIT. - HubSpot