This presentation was given at the Colorado chapter's Business Marketing Association (BMA) roundtable. Brett Schklar presented on the B2B's approach to making Agile work in a fast-paced, ever-changing world of B2B Marketing.
2. Why Agile Now for Marketing?
(The nerds have been doing this for almost 10 years)
Lifespan of a technology marketing professional
Death of the WATERFALL
Long-term planning is OUT
Quick wins are IN
Content CADENCE drives inbound
Tools make it easier
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
4. Sa
les
Marketing
Changing Relationship of Sales & Marketing in B2B
Remember when sales VP’s owned the customers?
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
5. And Stay down!
Mar
ng
keti
Sales
Changing Relationship of Sales & Marketing in B2B
Marketing builds communities
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
6. 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
7. 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
8. Effort / Activity
Sales Cycle Lifetime
Why it’s great for the sales cycle?
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
10. You might already be doing it…
•
A/B Testing
•
Segmentation
•
Personas
•
Use Cases
•
Products
11. Tools of the trade
Kanban Boards
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
12. Tools of the trade
Kanban Boards
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
13. Tools of the trade
Stand-ups
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
14. Tools of the trade
Services available
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
15. •
•
•
•
•
•
•
•
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
•
•
•
•
•
•
Measure or die!
18 Key Measurement Metrics
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
Inbound Job
Candidates
Lead-to-Sale
Conversion Rates
Net Promoter Score
(NPS)
Profitability
Referrals
Revenue Growth
16. 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
As a mnemonic device, think of GIFTS:
Good Start, Improvement, Focus, Team, Status
Source: http://martinfowler.com/articles/itsNotJustStandingUp.html
Tools of the trade
Stand-up rules
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
17. Agile in the form of Personas, Use
Cases & The infamous 5 Elements of
B2B marketing
Where Agile gets SEXY!
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
19. The Sales Guy
ANATOMY
Male 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.
Wants access to inventory data
so he can understand which
partners are able to support
deals.
Thinking about
which partners are
performing and
which can support
his deals.
!
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 realtime.
Concerned about
inaccurate sales
forecast.
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
Watches sales
carefully to see who is
buying and to keep
track of his
commissions.
Wants to meet the
end customer for
every transaction.
20. The Sales Guy
Primary
focus
should
be
on
the
ability
to
deliver
faster,
more
accurate
compensaCon,
more
accurate
forecasCng
and
end
customer
visibility.
Objections
HABITAT
Telephone
!
Email
!
LinkedIn
!
Banner Ads / Retargeting
!
Professional Member
!
Organizations
!
Networking Events
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
21. The Power of WHY
WHAT
WHERE
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
22. In Action: Priority
Use
PrioriCza Case
1
Use
Case
2
Use
Case
3
Use
Case
4
Use
Case
5
Con
Persona
1
Persona
2
Persona
3
Persona
4
Persona
5
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
23. In Action: MCG Example
New
CEO
New
Product
“Need
a
New
Missing
Sales
MarkeCng
Launch
Web
site”
Targets
Downsized
PrioriCzaCon
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
24. The Power of WHEN
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
25. 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
26. 20 Minitargets
Persona & Use-case Based
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 2, Use Case 1
Persona 2, Use Case 2
Persona 2, Use Case 3
Persona 2, Use Case 4
Persona 2, 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
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
27. 20 Minitargets
Persona & Elements Based
•
•
•
•
•
•
•
•
•
•
Persona 3, Aw
Persona 3, Fa
Persona 3, Co
Persona 3, Pu
Persona 3, Ex
•
•
•
•
•
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 4, Aw
Persona 4, Fa
Persona 4, Co
Persona 4, Pu
Persona 4, Ex
#Agile4B2B
|
info@demandmcg.com
|
Bre6
Schklar
|
303.325.7423
28. 25 Minitargets
Use Case & Elements Based
•
•
•
•
•
Use Case 1, Aw
Use Case 1, Fa
Use Case 1, Co
Use Case 1, Pu
Use Case 1, Ex
•
•
•
•
•
Use Case 4, Aw
Use Case 4, Fa
Use Case 4, Co
Use Case 4, Pu
Use Case 4, 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 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
29. Want to Join the sexy B2B agile
community?
Tweet us @demandmcg (#agile4b2b)
and we’ll include in our upcoming
Agile & Ales community!
30. A VERY SEXY
THANK YOU!
info@demandmcg.com!
303-325-7423!
@demandmcg!
Make B2B Sexy!
