#inbound2013

USING AN AGILE METHODOLOGY TO ACCELERATE INBOUND STRATEGY EXECUTION

Joel Capperella@joelcapperellaSVP MarketingYoh

VP of Marketing for Yoh, a staffing firm headquartered in Philadelphia

Stumbled across a book called Inbound Marketing in 2009

@joelcapperella

JOELCAPPERELLA

1 The Inbound Marketer’s Challenge & Using an Agile

Method

2 A Quick Introduction to the Agile Methodology

3 How to Apply Agile to an Inbound Strategy

4 Agile + Hubspot = Value

What we’re going to talk about. . .

The Inbound Marketer’s Challenge

Filmmaking Irrevocably Changed

Inbound is to

Marketingas

CGI is to FilmWhat to do. . .

Use an Agile Methodology to

INBOUND Like You’re

JAMES CAMERON

Agile 101A quick introduction to the Agile Methodology

Agile Manifesto

INDIVIDUALS and INTERACTIONS

over

processes and tools

WORKING SOFTWARE comprehensive documentation

CUSTOMER COLLABORATION

contract negotiation

RESPONDING TO CHANGE Following a plan

Agile Manifesto

INDIVIDUALS and INTERACTIONS

over

processes and tools

COMPELLING NARRATIVE static communications

CUSTOMER COLLABORATION

contract negotiation

RESPONDING TO CHANGE Following a plan

iMRD BACKLOGPRIORITIZATIONESTIMATE SPRINT REVIEWBUYER

STORIES

Agile 101 (less probably about 100)

Agile 101How to Apply Agile to an Inbound Strategy

OPERATIONSBIZ INTEL

TARGETING CULTURE

DEMAND & LEAD GENERATION

OPERATIONAL EXECUTION

RELEV

ANT

READS

Getting Started

Across the REVENUE LIFECYCLE what are the KEY QUESTIONS to which our buyer is

seeking ANSWERS?

iMRD Buyer Stories

Literally write stories that narrate the experience of the buyer when in a very particular stage of the revenue lifecycle

“I want to know where I can find the best agile developers”

AGILE-HM05

Blog Posts

• Challenges of finding agile team developers• Do’s and don’ts of building an agile team• The impact of talent on agile success

VISUAL • Infographic illustrating hot agile geographies• Cartoons with lighthearted illustration of

‘wrong way’• Info-tune illustrating how to ID agile

RICH • Full study of agile talent supply and demand

PR • By-lined article to targeted digital media outlets

Simply create a list of every item identified to satisfy each requirement in the iMRD and then force rank the list

Keys to Creating an Effective Backlog

FLUID • The backlog is never complete and can always be updated

INCLUSIVE

• No item is too small, too detailed or minor to include

PRIORITIES

• Go from high medium low to force rank

ESTIMATES

• Get better with time and repeatability• Drive the sprint backlog• Pomodoro

Backlog Prioritization Estimates

Use the sprint backlog as the guiding plan and work to complete every single item in 30 days – review results

BLOG POSTSINFOGRAPHIC

CALL TO ACTION

CARTOONS

INFOTOON

LANDING PAGE

PRESS

Sprint Review

#inbound2013

BLOG POSTS

SOCIAL

CTA EMAIL

SEO

WORKFLOWS

WEB PAGES

ANALYTICS

FORMS

Complete Packaged Coverage

Agile + HubSpot = Value

AGILE BENEFITS: Drive Key PropertiesCONTACTS : SETTINGS

Build out Properties • BUYER• VERTICAL• SERVICE LINE

Immediate Intel

CONTENT : KEYWORDS

Volu

me

LO

WH

IGH

LOW HIGHAchievability

AGILE BENEFITS: Drive SEO Targets

CONTACTS : FORMS

AGILE BENEFITS: Rev Lifecycle Form Development

Build Ahead of DemandMaintain Order

Standardize

AGILE BENEFITS: Reliable QualificationCONTACTS : FORMS

AGILE BENEFITS: Engagement via Smart Lists

CONTACTS : LISTS

AGILE BENEFITS: Workflows to Set Properties

CONTACTS : WORKFLOWS

AGILE BENEFITS: Engage BuyersSOCIAL : MONITORING

AGILE BENEFITS: Share Perspective Mobile App

AGILE BENEFITS: Anchor Properties and Newsjacking

CONTENT : LANDING PAGES

ANCHOR PAGES NEWSJACKING

AGILE BENEFITS: Reliable ResultsCONTENT : KEYWORDS

AGILE BENEFITS: Rapid ResponseCONTENT : LANDING PAGES

AGILE MARKETINGStrategy Driven

Revenue Lifecycle

Focused Narrative

Rapid Execution

GET YOUR

JAMES CAMERO

NON