Instead of planning big demand or lead generation campaigns six months in advance, you break down your activities into more targeted experiments, testing mixes of content, audience, and channels to determine what works, and just importantly what's not working.

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Agile Marketing Valerius Consulting

2. Copyright © 2018 Valerius Consulting
What is Agile Marketing?
May 7, 2018 2
“Agile, in the marketing context, means using
data and analytics to continuously source
promising opportunities or solutions to
problems in real time, deploying tests quickly,
evaluating the results, and rapidly iterating.”
It’s taking marketing off
of auto-pilot by turning
campaigns into bite-sized
experiments – finding out
what works, faster
https://www.mckinsey.com/business-functions/marketing-and-sales/our-
insights/agile-marketing-a-step-by-step-guide

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What is it Good For?
May 7, 2018 3
New Product
Customers
Existing
Existing
New
NewProducts
Startup:
Customer
Discovery
NewCustomers
Established:
Customer
Growth
Agile Marketing
Agile Marketing is ideally
suited for the “New/New”:
New Product targeting
New customers.

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What is it Good For?
May 7, 2018 4
Discovering new markets and
customers, rapidly scaling growth.
Fresh new
Startup
Early Traction
Good
Momentum
Pipeline
Building
Repeatable
Sales
Discovery
Finding customers
A couple of wins
More wins;
market niche
More wins;
growth niche
Growth
Predictable
Growth
$
Rapidly iterate to find sweet spot:
markets/customers
Rapidly scale
to fuel
growth:
acquisition +
retention

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What’s The Process?
May 7, 2018 5
Plan > Do >Track

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What’s The Process?
May 7, 2018 6
Business Model Canvas
Value Prop Canvas
Personas
Customer Journey

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What’s The Process?
May 7, 2018 7
Earned Media
SEO, PR, Word of
Mouth
Owned Media
Email, Linkedin,
Twitter.
Paid
Ads (Mobile, Web,
SEM, Affiliate),
Sponsorships.
Channels Activities
Landing Pages
(A/B test)
Webinar
Web Copy
Lead Gen
Assets
Demand Gen Sales Enablement
PR Outreach Product Release
Contributed
Article
Social
Contact Form
Demo
Web Copy
Trial Sign Up Form
Social
Email Blast
Trial Conversion
Email Blast
Web Copy
Product Sheet
FAQ/Call Script

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What’s The Process?
May 7, 2018 8
Leading
indicators • Website
traffic/engagement
• Email opens/Clicks
• Webinar attendance
• Content downloads
• Contact Form
• Meet qualification criteria
• Engaged with sales
• Tracking sales cycle
milestones
• Active trials
• Probability > 50%
• % Weekly active users
• Net Promoter Score (NPS)
trends
• Customer Effort Score
(CES) trends
• Conversion % to premium
service
• % of users at premium
level
• % weekly active across
service levels
Acquisition
MQLs/SQLs Per Month
Conversion
$ Pipeline/Closed Deals Per Month % Active Users
Retention Growth
ARPU ($)

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How to get started with
Agile Marketing.
Sign up for 3-Hour Workshop
o Markets
o Personas/Customer Journey
o Value Prop Canvas
Find Out More
Rick Hinton
CEO & Founder
Valerius Consulting
Mobile: 301-509-9337
Email: rick@valerius.us
Web: www.valerius.us