When Yosem Sweet, Unbounce’s optimization director, decided “old school science” could improve our marketing team’s productivity, he knew we’d be skeptical.
That was July.
By October, Campaign Strategist Chelsea had launched a new strategy for executing campaigns, while SEO expert Cody had revamped his optimization processes.
Even Angus—our science-hating copywriter who couldn’t build a baking soda volcano—managed to boost email productivity 30%.
In this actionable webinar, Yosem (and his star pupil Chelsea) will share insight from their journey—from “science sucks!” to “this actually worked??”—and show you how to apply it to your marketing team.
You'll learn:
- How to drastically improve your marketing strategy in just 15 minutes/day
- How to use scientific methodology to drive marketing ROI
- Why it’s critical to identify your “current condition” before you start experimenting
- How to instill productivity habits that make your marketing team more effective
...plus, much more!
[Webinar] How Unbounce Optimized its Marketing Processes in 2015
1. @effinamazing @unbounce #unwebinar
How Unbounce Optimized its Marketing Processes in 2015
Thank you for joining us!
We’ll be starting in just a few minutes.
Ryan Engley
Director of Customer Success,
Unbounce
Chelsea Scholz
Jr. Campaign Strategist,
Unbounce
Yosem Sweet
Director of Business Growth,
Unbounce
10. @morys @unbounce #unwebinar
You are working on 15 campaigns at once,
and you haven’t had time analyze or learn
from any of the campaigns you’ve
completed.
You’ve entered a positive feedback loop.
But there is nothing “positive” about it.
Too Many Campaigns,
Not Enough Learnings
Positive Feedback Loops are loops where
the output of the loop becomes stronger
and stronger. For instance poverty,
melting ice caps, and being too busy are
all positive feedback loops.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar
Don’t have enough time
to analyze what works
Can’t say no to ideas
without analysis
27. @morys @unbounce #unwebinar
Obstacles
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar
• Whatever you think is stopping you from
achieving your target
• You won’t actually need to solve most of
these
• This list will evolve as you learn
• Best way to build this - try it and see
what breaks!
32. @morys @unbounce #unwebinar
The Daily IK Meeting -
What Is It & How Does
It Work
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar
• 5 - 15 minute meeting with Coach and
Learner in front of an IK whiteboard
• Review what we are trying to
accomplish
• Review what we last did
• Review what we’ll do next
• Formalized structure
34. @morys @unbounce #unwebinar
The Daily IK meeting -
What Have You Done
Lately?
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar
• Find out:
• What was the last experiment you
completed?
• What obstacle were you trying to
overcome?
• What did you expect to happen?
• What ACTUALLY happened?
• What did you learn?
35. @morys @unbounce #unwebinar
The Daily IK meeting -
What’s Next?
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@yosemsweet @unbounce #unwebinar
• What obstacles (do you think) are
stopping you from achieving your
target?
• Which obstacle are you trying to
overcome now?
• What experiment are you going to try to
overcome it?
• What do you expect to happen?
• When can you commit to having
learned?
40. @morys @unbounce #unwebinar
Too busy to do good
work…
• The goal here was to make sure
strategists had enough time to do
“good work”, optimize campaigns
and continue to learn and develop
as marketers.
• Necessary because we were at a
point where strategists felt
overloaded but the marketing team
as a whole didn’t seem to put out a
whole lot - we were stuck in a
positive feedback loop.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@chelseascholz @unbounce #unwebinar
41. @morys @unbounce #unwebinar
The target condition: • We had a few but some of the most
notable were developing a system
where campaign strategists were at
no more than 70% capacity
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@chelseascholz @unbounce #unwebinar
43. @morys @unbounce #unwebinar
We set up a
gatekeeper.
• We tried implementing a procedure
where everyone had to go through
our director Corey to get a
campaign assigned to a strategist
• We developed a point system
based on the Fibonacci scale - we
assign each campaign a number
based on its effort and overall
estimated value. We give it a 1, 2,
3, 5, 8 (with one taking minimal
effort and 8 requiring a TON of time
and effort).
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@chelseascholz @unbounce #unwebinar
44. @morys @unbounce #unwebinar
We cut out meetings.
• We went through a few variations
of briefing people on projects
because meetings just take too
much time.
• Now we send briefs with clarifying
questions via email and we all save
precious hours in our lives from
being spent in boardrooms.
• There are still challenges here with
people who don’t like to read, but
we’re working on it.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@chelseascholz @unbounce #unwebinar
50. @morys @unbounce #unwebinar
As with anything in
life (or kata), there’s
always room for
improvement.
• Currently we’re working on experiments for a new
challenge: working with our other channels to
operationalize and hand off high value campaigns
to allow for more experimental campaigns.
• We found that we are spending a lot of time on
campaigns that do well. So we thought - why not
operationalize them and hand them off to the
specialists to free up our strategy team to do
more experimental marketing campaigns.
• Now this is still underway, mind you. And we
might find that it fails miserably for all we know.
But the point is the journey, not the destination.
@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@effinamazing @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@chelseascholz @unbounce #unwebinar
How Unbounce Optimized its Marketing Processes in 2015
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#Bad story
Does this sound familiar?
You have 15 campaigns you are working on.
Because you are so busy executing on campaigns you have a huge backlog of campaigns to analyze and learn from.
There are new campaign ideas are suggested every day ("Wouldn't it be cool if...").
Because you don't know what campaigns work and what don't, you can't easily say no to new campaign ideas.
Because you don't already know which campaigns should be worked on, you've just added another campaign to manage and are now working on 16 campaigns.
This is called a Positive Feedback Loop, although in this case there's very little positive about it.
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People make a lot of assumptions, this also exacerbates issues with doing better.
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We take 5 - 15 minutes every day to ask and answer the following questions:
What is your target condition?
What is the current condition?
What was the last experiment you completed?
What obstacle were you trying to overcome?
What did you expect to happen?
What actually happened?
What did you learn?
What obstacles do you think are stopping you from achieving your target?
What obstacle are you trying to overcome now?
What experiment are you going to perform to overcome the obstacle?
What do you expect to happen?
When can you commit to see what we’ve learned?
We take 5 - 15 minutes every day to ask and answer the following questions:
What is your target condition?
What is the current condition?
What was the last experiment you completed?
What obstacle were you trying to overcome?
What did you expect to happen?
What actually happened?
What did you learn?
What obstacles do you think are stopping you from achieving your target?
What obstacle are you trying to overcome now?
What experiment are you going to perform to overcome the obstacle?
What do you expect to happen?
When can you commit to see what we’ve learned?
We take 5 - 15 minutes every day to ask and answer the following questions:
What is your target condition?
What is the current condition?
What was the last experiment you completed?
What obstacle were you trying to overcome?
What did you expect to happen?
What actually happened?
What did you learn?
What obstacles do you think are stopping you from achieving your target?
What obstacle are you trying to overcome now?
What experiment are you going to perform to overcome the obstacle?
What do you expect to happen?
When can you commit to see what we’ve learned?
We take 5 - 15 minutes every day to ask and answer the following questions:
What is your target condition?
What is the current condition?
What was the last experiment you completed?
What obstacle were you trying to overcome?
What did you expect to happen?
What actually happened?
What did you learn?
What obstacles do you think are stopping you from achieving your target?
What obstacle are you trying to overcome now?
What experiment are you going to perform to overcome the obstacle?
What do you expect to happen?
When can you commit to see what we’ve learned?
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List what the team structure is like and who it is composed of
The first, and largest, Improvement Kata Challenge we’ve gone through so far is “freeing up more time to do good work, continuing to optimize good campaigns and have the opportunity for continuous learning and professional development. Not a small undertaking…
We started this in May 2015 and reached a conclusion in September.
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I’d be lying if I said we didn’t have some pessimistic predictions for how our experiments would work or if we’d even meet our target condition.
But, By assigning a number to campaigns we were able to find out, through trial and error, what each strategist’s max capacity should be. This number came to 30 for us (which is max capacity at 70% of our work week, leaving 30% for things like quarterly OKRs, continuous learning and professional development and campaign optimization).
This has been a tremendous success for Justin and myself as we now have time to execute on campaigns without overloading ourselves and optimize them! It’s been a dream. The Improvement Kata gave us the ability through a series of repetitive experiments the chance to really take an objective look at our marketing initiatives
We completed our challenge and used Improvement Kata to do it.
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We’re currently running more experiments in campaign strategy’s kata to operationalize more campaigns
but even cooler is that we’re now training other people at Unbounce to be Kata coaches! Myself included - so get ready, Yosem!