In this presentation, Gary DeAsi, Senior Manager of Corporate & Digital Marketing at SmartBear Software shares insights on taking a revenue-centric, “art and science” approach to deliver engaging digital experiences throughout every stage of the customer’s journey, and how SmartBear has leveraged an agile marketing methodology in order to do so effectively and efficiently from 2012 to present. Topics include: 1. Developing and delivering digital content and campaign strategies optimized for engagement and conversion 2. Leveraging modern marketing technology, data and metrics to drive results and dynamically dictate customer experiences 3. Lessons learned from nearly 3 years of experience practicing agile to support a high volume, high velocity, B2B marketing and sales model

1. Gary DeAsi @gdaz
Senior Manager, Digital Marketing
SmartBear Software
Agile Marketing &
The Art & Science of Engaging
Digital Customer Experiences

2. 9M+
downloads
3M+
users
25K+
organizations
194
countries
12+products

3. Team
28
Members
200K+
Qualified Leads ‘14

4. Page 4
art
something that is created with imagination and skill and
that is beautiful or that expresses important ideas or
feelings
skill acquired by experience, study, or
observation <the art of making friends>
the ability to use
one's knowledge
effectively and
readily in execution
or performance

5. Page 5
science
knowledge about or study of the natural world based on
facts learned through experiments and observation
> scientific method
principles and procedures for the systematic pursuit of
knowledge involving the recognition and formulation of a
problem, the collection of data through observation and
experiment, and the formulation and testing of hypotheses

6. Page 6
“rational”
(cognitive)
“emotional”
(affective)

7. Page 7
2009
“From Head to Heart, Paper to Monitor:
Rational & Emotional Advertising Content in Digital Media”

8. 2015

9. Page 9
The Golden Circle
What?
(Products/Services)
How?
(Value Prop)
Why?
(The Cause)

10. Page 10

11. Page 11
“I have a dream”
NOT
“I have a plan”

12. Page 12
The Golden Funnel
What?
Products/Services
How?
Value Prop
How?
What?
Why?
Marketing
Marketing
Automation
Marketo

13. Page 13
Early Stage

14. Page 14
Middle Stage

15. Page 15
Late Stage

16. Page 16
Engaging
Digital
Content
the art and
science of…

17. Useful
Easy
Relevant
Social
Mobile
Consumable
Quality
Anatomy of Engaging Digital Content
User Experience
Interesting

19. Page 19
Digital Content Transformation
PDFs Digital, Interactive

20. Page 20
Digital Content Transformation
Email Landing Page Social

21. Page 21
Website
Social
BlogEmail
Paid Media
PPC
PR
Events
Automated Nurture

22. Content Metrics: Channels/Sources
Channel Lead/Opportunity
Web/Organic 22.86%
Blog 20.00%
Paid Media 6.36%
Nurture 5.26%
Email 4.83%
PPC 1.29%

23. • Email Engagement
• Click-through rate
• Social Engagement
• Web engagement
• Inbound search traffic
• Conversions (#/%)
• Net new leads
• Opportunities (#, $)
• % Conv/Opp
Metrics
Content Metrics
Variables
• Funnel stage
• Timing
• Age of content
• Length of sales cycle
• Opportunity stage
• Spend
• Impressions
• Attempts/Casts
• Gate or no gate?

24. Page 24
events

25. Page 25

27. “Thanks for
stopping by
the booth!”
Event Follow Up

28. Event Metrics
• # leads captured
• Cost/Lead
• % attendees captured
• % leads with notes
• % leads with grades
• Follow-up conversions
• Opportunities Influenced

29. Powerful Engagement Weapons
Demand Type
Personas
Buyer’s Journey
Data!

30. Page 30
Dynamic Lead Scoring and Nurturing
60 5 100 0
Highest Market Score:
API

32. • Faster reaction time
• Project planning/management
• Time + workload management
• Collaboration (Global)
• Prioritization
• Visibility
• Accountability
• Efficiency
Why Agile?

33. 20132012 2014 2015
FunctionFunnel Stage Market
Agile Technology and Teams

34. OperationsTraffic
& Brand
Web &
Creative
Channel
CMO
Demand
Gen
Product
Marketing
Functional
Market
Team
Manager
LEGEND

35. Traffic Team Market A Market B Market C Market D
SEO
Paid
Social
Nurture
Campaigns
Events
Functional
Team Manager
Market Managers
Delegation and Task Assignment

36. Sprint
Task A
Task B
Task C
Epic Story
Creating a Task

38. Sprint
Planning
Metrics
3 Big Rocks
Review,
Commit
Interlock
Review,
Retrospective
Halftime
check-in
Calendar &
Progress

39. Agile Board

42. Daily stand-ups
Other Notables
Inbound Request FormSprint planning poker

43. Sprint length = 2-4 Weeks
Build in flex time. Plan for the unpredictable , time-sucks (20-50%)
Minimize upkeep
Specificity, break down tasks into bite size pieces
Mold system to your organization, not the other way around
Feedback, iteration, evolution
Review and commit before sprint
Commitment, buy-in
Sprint and backlog to deflect unnecessary requests
If it’s not in the sprint it doesn’t exist.
Agile Lessons Learned

44. Thank you!
Gary DeAsi
gary.deasi@smartbear.com
https://www.linkedin.com/in/garydeasi
@gdaz