aom16 agile marketing
TRANSCRIPT
#SDAOM
• Do as much external research as possible • The Marketplace
• Your Competition
• Existing Clients
• Likely Prospects
1. Research
Create a backlog
#SDAOM
• Meet with team members and internal clients about priorities and business drivers
• Sales is a customer!
• Marketplace Opportunity must meet business capabilities
2. Collaborate
Groom the backlog
#SDAOM
• Take all of the inputs – internal and external
• Balance them against cost / level of effort
• Create a score to aid in prioritization
3. Score
Prioritize the backlog
#SDAOM
• Commit to what you can reasonably and effectively accomplish
• Align budget and resources accordingly
4. Decide
Commit to the backlog
#SDAOM
• Tell everyone! • Make sure the Marketing team knows:
• What you are doing? • What is the priority? • What is the timeline? • WHY?
• Make sure all other stakeholders are aware too – especially Sales.
5. Communicate
Communicate the backlog
#SDAOM
• What do you know?
• What do you think? • Can you find out for sure?
• Data tells the quantitative story…
• Who tells the most relevant qualitative story?
Analyze
#SDAOM
Look at the results
• Are you meeting goals?
• Where are the bottlenecks?
• Where are results less than expected?
• Where are results better?
What do you know?
#SDAOM
• Back-up thoughts with data where possible
• LEARN!
• Do not stick to your original hypothesis if signs point elsewhere
What do you think?
#SDAOM
• Who is good at Pivoting? • Sailboat Captains
• Airplane Pilots
• Basketball Players
• US??
Pivot
#SDAOM
• Direct Mail is seldom used
• We have a good partnership with lots of name recognition
• Beautifully designed piece, attention grabbing, clear call to action
Print Campaign
#SDAOM
• Sent a list with 9,000 names
• Whittled it down to 3,000 of the most viable
• Sent a Direct Mail piece costing $3/each
• Email follow-up
Print Campaign
#SDAOM
• Do a pilot first!
• Send out 1,000 direct mail pieces
• Reduced Costs
• Gave us time to analyze responsiveness
Critical Decision
#SDAOM
Surprising Result
• Email worked better!
• Far greater response even on follow-up email to direct mail
• Proceeded with email only to larger group
• Better Response + Less Cost = Win, Win