Post on 11-May-2015
description
Agile Marketing(for B2B)
#Agile4B2B
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Why Agile Now for Marketing? (The nerds have been doing this for almost 10 years)
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
(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
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Changing Relationship of Sales & Marketing in B2BMarketing builds communities
Marketing
Sales
And Stay down!
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Why it’s great for the sales cycle?
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Sales Cycle Lifetime
Effo
rt /
Act
ivity
Agile is a different format for Project Management
Listen
Create
Program
Measure
Adapt
Source: Brett the Great
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
You might already be doing it…
• A/B Testing
• Segmentation
• Personas
• Use Cases
• Products
Tools of the tradeKanban Boards
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Tools of the tradeKanban Boards
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Tools of the tradeStand-ups
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Tools of the tradeServices available
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Measure or die!18 Key Measurement Metrics
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
• 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
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
As a mnemonic device, think of GIFTS: Good Start, Improvement, Focus, Team, Status
Source: http://martinfowler.com/articles/itsNotJustStandingUp.html
Agile in the form of Personas, Use Cases & The infamous 5 Elements of
B2B marketingWhere Agile gets SEXY!
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
Personas
Use Cases
RelaConship
Strategy
Demand Gen
CreaCve
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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.
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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?
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
The Power of WHY WHAT
WHERE
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
In Action: Priority
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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 | info@demandmcg.com | Bre6 Schklar | 303.325.7423
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
The Power of WHEN
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
If Facebook has a relaConship status, why don’t you have a relaConship status for your prospects?
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
• 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
• Persona 3, Use Case 1 • Persona 3, Use Case 2 • Persona 3, Use Case 3 • Persona 3, Use Case 4 • Persona 3, Use Case 5
• Persona 4, Use Case 1 • Persona 4, Use Case 2 • Persona 4, Use Case 3 • Persona 4, Use Case 4 • Persona 4, Use Case 5
• Persona 2, Use Case 1 • Persona 2, Use Case 2 • Persona 2, Use Case 3 • Persona 2, Use Case 4 • Persona 2, Use Case 5
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
20 MinitargetsPersona & Use-case Based
• Persona 1, Aw • Persona 1, Fa • Persona 1, Co • Persona 1, Pu • Persona 1, Ex
• Persona 2, Aw • Persona 2, Fa • Persona 2, Co • Persona 2, Pu • Persona 2, Ex
• Persona 3, Aw • Persona 3, Fa • Persona 3, Co • Persona 3, Pu • Persona 3, Ex
• Persona 4, Aw • Persona 4, Fa • Persona 4, Co • Persona 4, Pu • Persona 4, Ex
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
20 MinitargetsPersona & Elements Based
• Use Case 1, Aw • Use Case 1, Fa • Use Case 1, Co • Use Case 1, Pu • Use Case 1, Ex
• Use Case 2, Aw • Use Case 2, Fa • Use Case 2, Co • Use Case 2, Pu • Use Case 2, Ex
• Use Case 3, Aw • Use Case 3, Fa • Use Case 3, Co • Use Case 3, Pu • Use Case 3, Ex
• Use Case 4, Aw • Use Case 4, Fa • Use Case 4, Co • Use Case 4, Pu • Use Case 4, Ex
• Use Case 5, Aw • Use Case 5, Fa • Use Case 5, Co • Use Case 5, Pu • Use Case 5, Ex
#Agile4B2B | info@demandmcg.com | Bre6 Schklar | 303.325.7423
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 Sexy!info@demandmcg.com!303-325-7423!@demandmcg!