Paul Roetzer - Marketing Growth Hacking

INBOUND15
Marketing Growth Hackathon
25+ Tips, Tools and Resources to
Accelerate Performance
Paul Roetzer (@paulroetzer)
Founder & CEO, PR 20/20
Creator, Marketing Agency Insider
Author, The Marketing Performance Blueprint (2014)
& The Marketing Agency Blueprint (2012)

@paulroetzer
#INBOUND15www.pr2020.com
example scenario
A B2B SaaS company with $10M in funding and aggressive growth goals
is struggling to meet lead-gen targets. The CMO fears marketing is
going to fall short of Q4 2015 goals . . .

@paulroetzer
example scenario
A quick analysis indicates the issue is actually a
lack of reach and traffic at the top of the funnel.

@paulroetzer
example scenario
The marketing team is blogging 2x per week,
regularly sharing content across their social networks, and
producing a high-quality ebook with an accompanying webinar each month.

@paulroetzer
example scenario
But, not enough people are organically finding the content.

@paulroetzer
example scenario
Do they need a paid media strategy?

@paulroetzer
example scenario
Are there opportunities to amplify the content via
earned media with bloggers, journalists and analysts?

@paulroetzer
example scenario
Should they hire an agency or freelancers and
double down on content production?

@paulroetzer
example scenario
Maybe.

@paulroetzer
example scenario
AND . . . Maybe.

@paulroetzer
1) Prioritize and simplify your marketing goals.
2) Construct dynamic campaigns with the greatest
probabilities of impacting business results.
3) Apply new technologies and processes to
improve efficiencies and accelerate success.

@paulroetzer
consumer behavior
social networks
technologies
channels
data

@paulroetzer
never more choices. never more noise.
never more demand for performance.

@paulroetzer
and yet, there has never been a
better time to be a marketer.

@paulroetzer
obstacles create
opportunities

@paulroetzer
we have to plan faster, experiment more
efficiently and adapt constantly to
accelerate success.

@paulroetzerjanuary 28, 2012

@paulroetzer
“INSANE RESULTS IN 60 DAYS!”

@paulroetzer
What if we could accelerate success in business?

@paulroetzer
What if we could
transform marketing performance
in 30, 60 or 90 days?

@paulroetzer
Less time planning. More time doing.

intelligent (and eventually automated) strategy
based on goals and historical performance

@paulroetzer
e3 game plan model
EVALUATE
1) complete a marketing assessment.
2) conduct discovery research.
ESTABLISH
3) calculate marketing budgets.
4) build a marketing scorecard.
5) set prime goal values.
6) define and segment audiences.
7) profile personas.
8) catalog accelerators.
9) establish milestones.
10) construct the campaign center.
11) develop the project center.
12) integrate into a project management system.
13) Set up campaign tracking.
EVOLVE
14) launch builder and driver campaigns.
15) adapt activities based on performance.

@paulroetzer
EVALUATE
1) complete a marketing assessment.
2) conduct discovery research.
ESTABLISH
3) calculate marketing budgets.
4) build a marketing scorecard.
5) set prime goal values.
10) construct the campaign center.
11) develop the project center.
12) integrate into a project management system.
13) Set up campaign tracking.
EVOLVE
14) launch builder and driver campaigns.
15) adapt activities based on performance.
the marketing growth hackathon model
Hackathon model focuses here

@paulroetzer
goal > audiences > personas > accelerators > milestones > campaigns

@paulroetzerImage: Wikimedia
a marketing hackathon is an interactive event in which
marketers, executives and/or entrepreneurs come
together to solve business growth challenges.

@paulroetzer
1SMART Goal
3ideas
30days to activate
90days to execute
the model

@paulroetzer
how it works: pre-event
1) select a SMART goal.
2) invite a group of creative people with shared interests who want to
collaborate, and learn from each other (e.g. internal marketing team,
executive team, chamber of commerce, trade organizations, non-
profit boards).
3) complete audience, persona, accelerator and milestone
worksheets to guide brainstorming (consider sharing in advance with
attendees).

@paulroetzer
how it works: event
1) intro: hackathon leader presents the SMART goal and provides an overview of
audiences, personas, accelerators and milestones. (15 - 20 minutes)
2) breakout: participants split in small groups to brainstorm ideas. (20 - 30 minutes)
3) collaboration: the full event team comes back together to share and debate ideas.
(30 - 60 minutes)
4) activation: the highest-rated ideas are moved into planning stages.

@paulroetzer
1) establish a SMART goal.
[pre event]

@paulroetzer
Specific: Clearly establishes what is to be achieved.
Measurable: Quantifiable, and a strong indicator of progress.
Attainable: Realistic given your foundation, reach, resources and potential.
Relevant: Connect to achievement of overall business goals.
Timely: Has a target date.

@paulroetzer
Generate 50 sales qualified leads during Q4 2015.

@paulroetzer
[pre event]

@paulroetzer
Segment Priorty Size
Agency Partners 1-High 5
Blog Email Subscribers 1-High 1,200
Contact Us Submissions 1-High 50
Demo Requests 1-High 250
Free Trial Registrants 1-High 800
Premium Content Contacts 1-High 3,000
Trade Show Contacts 1-High 250
Website Visitors Who View Pricing Page 1-High 4,500
Industry Bloggers 2-Medium 15
LinkedIn Followers 2-Medium 850
Employees 2-Medium 100
Twitter Followers 2-Medium 7,500
Facebook Likes 3-Low 1,500
Past Coverage Analysts 3-Low 5
Past Coverage Media 3-Low 25
Customers N/A 150
audiences
Relative to the SMART goal

@paulroetzer
[pre event]

@paulroetzer
buyer persona profiles
what are their problems, pains and challenges?
what matters to them, personally and professionally?
how do they consume information?
what are their favorite apps?
have they previously interacted with your company?
why do they buy the first time?
what keeps them loyal to a brand?
who influences their decisions?
do they have the authority to take action?

@paulroetzer
[pre event]

@paulroetzer
Asset Type Priority Notes
Agency Partnerships Partnership 1-High
Opportunity to expand reach and sales
through agency reseller network.
Dormant SQL Lists Database 1-High
1,000+ opt-in contacts. Minimal nurturing to
date.
Website Web Property 1-High
20k+ visits/month. Not optimized for
conversions.
Ebook Library Content 1-High
Better promote ebooks, and integrated into
sales process.
Top Customer Case Studies Content 1-High 15+ case studies for nurturing.
Customer Database Database 3-Low 100+ referral opportunities.
accelerators: assets that can be leveraged to accelerate success
types: audience lists, content, events, web properties, partnerships, sponsorships

@paulroetzer
[pre event]

@paulroetzer
Milestone Date Category Notes
Series B Funding Announcement 10/1/15 Company Should be able to announce new funding.
Version 3 Release 11/15/15 Product V3 rollout with major feature upgrades.
Gartner Magic Quadrant Release 12/1/15 Industry Release pending.
Global Tech Conference 12/15/15 Speaking Appearance CEO to present.
User Conference 2/1/16 Company Inaugural user conference.
milestones: events relevant to the planning process
categories: company, competitor, conferences, industry, product

@paulroetzer
6) construct a campaign sandbox.
[EVENT]

@paulroetzer
ideation inspiration
audiences
personas
accelerators
milestones
historical performance
industry award winners
buzzsumo research
google trends research
sales team survey
competitors
thought leaders

@paulroetzer
source: Altimeter’s The Converged Media Imperative
You have the control.
They have the control.
You can BUY the control.

@paulroetzer
PAID EARNED OWNED INTEGRATED
how it works

@paulroetzer
how it works
original research
report
ATE = 4
IPR = 5
The idea

@paulroetzer
how it works
original research
report
ATE = 4
IPR = 5
Ability to Execute (ATE)
ATE factors = team, tech, time, budget
1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)

@paulroetzer
how it works
original research
report
ATE = 4
IPR = 5
Impact Probability Rating (IPR)
IPR factors = market size, demand, platform, performance benchmarks
1 (poor), 2 (fair), 3 (moderate), 4 (good), 5 (excellent)

AbilitytoExecute(ATE)

ATE = 4-5
IPR = 4-5
ATE = 1-3
IPR = 4-5
ATE = 4-5
IPR = 1-3
ATE = 1-3
IPR = 1-3
A
B
C
D
the A list ideas

@paulroetzer
Adwords
ATE = 5
IPR = 3
trade media
print ads
ATE = 1
IPR = 1
LinkedIn ads
ATE = 4
IPR = 3
direct mail
ATE = 2
IPR = 1
Adroll
retargeting
ATE = 5
IPR = 4
sponsored
content
ATE = 5
IPR = 3
paid media ideas

Adwords
ATE = 5
IPR = 3
trade media print
ads
ATE = 1
IPR = 1
LinkedIn ads
ATE = 4
IPR = 3
direct mail
ATE = 2
IPR = 1
Adroll
retargeting
ATE = 5
IPR = 4
sponsored
content
ATE = 3
IPR = 3

@paulroetzer
funding
announcement
PR
ATE = 5
IPR = 5
leads social
engagement
ATE = 5
IPR = 3
guest blogging
ATE = 3
IPR = 3
speaking tour
ATE = 1
IPR = 5
earned media ideas

Adwords
ATE = 5
IPR = 3
trade media print
ads
ATE = 1
IPR = 1
LinkedIn ads
ATE = 4
IPR = 3
direct mail
ATE = 2
IPR = 1
Adroll
retargeting
ATE = 5
IPR = 4
sponsored
content
ATE = 3
IPR = 3
funding
announcement
ATE = 5
IPR = 5
leads social
engagement
ATE = 5
IPR = 3
guest blogging
ATE = 3
IPR = 3
speaking tour
ATE = 1
IPR = 5

@paulroetzer
dormant demo
emails
ATE = 5
IPR = 4
dormant free
trial emails
ATE = 5
IPR = 4
website
conversion
optimization
ATE = 5
IPR = 4
case study
gallery
ATE = 5
IPR = 3
podcast
ATE = 2
IPR = 1
free trial
nurturing emails
ATE = 5
IPR = 5
demo nurturing
emails
ATE = 5
IPR = 5
customer
referral program
ATE = 3
IPR = 2
owned media ideas

Adwords
ATE = 5
IPR = 3
trade media print
ads
ATE = 1
IPR = 1
LinkedIn ads
ATE = 4
IPR = 3
direct mail
ATE = 2
IPR = 1
Adroll
retargeting
ATE = 5
IPR = 4
sponsored
content
ATE = 3
IPR = 3
funding
announcement
ATE = 5
IPR = 5
leads social
engagement
ATE = 5
IPR = 3
guest blogging
ATE = 3
IPR = 3
speaking tour
ATE = 1
IPR = 5
dormant free
trial emails
ATE = 5
IPR = 4
website
optimization
ATE = 5
IPR = 4 free trial
nurturing
ATE = 5
IPR = 5
demo nurturing
ATE = 5
IPR = 5
dormant demo
emails
ATE = 5
IPR = 4
case study
gallery
ATE = 5
IPR = 3
podcast
ATE = 2
IPR = 1
referral program
ATE = 3
IPR = 2

@paulroetzer
original research
report
ATE = 4
IPR = 5
influencer
webinar series
ATE = 3
IPR = 4
vertical market
ebook
ATE = 5
IPR = 4
free workshop
series
ATE = 3
IPR = 3
assessment tool
with
visualizations
ATE = 2
IPR = 4
online
contest/giveawa
y
ATE = 4
IPR = 4
integrated ideas

Adwords
ATE = 5
IPR = 3
trade media print
ads
ATE = 1
IPR = 1
LinkedIn ads
ATE = 4
IPR = 3
direct mail
ATE = 2
IPR = 1
Adroll
retargeting
ATE = 5
IPR = 4
sponsored
content
ATE = 3
IPR = 3
funding
announcement
ATE = 5
IPR = 5
leads social
engagement
ATE = 5
IPR = 3
guest blogging
ATE = 3
IPR = 3
speaking tour
ATE = 1
IPR = 5
dormant free
trial emails
ATE = 5
IPR = 4
website
optimization
ATE = 5
IPR = 4 free trial
nurturing
ATE = 5
IPR = 5
demo nurturing
ATE = 5
IPR = 5
dormant demo
emails
ATE = 5
IPR = 4
case study
gallery
ATE = 5
IPR = 3
podcast
ATE = 2
IPR = 1
referral program
ATE = 3
IPR = 2
original research
report
ATE = 4
IPR = 5
vertical market
ebook
ATE = 5
IPR = 4
online
contest/giveawa
y
ATE = 4
IPR = 4
influencer
webinar series
ATE = 3
IPR = 4
free workshop
series
ATE = 3
IPR = 3
assessment tool
ATE = 2
IPR = 4

@paulroetzer
original research
report
ATE = 4
IPR = 5
vertical market
ebook
ATE = 5
IPR = 4
online
contest/giveawa
y
ATE = 4
IPR = 4
Adroll
retargeting
ATE = 5
IPR = 4
funding
announcement
PR
ATE = 5
IPR = 5
dormant demo
emails
ATE = 5
IPR = 4
dormant free
trial emails
ATE = 5
IPR = 4
website
conversion
optimization
ATE = 5
IPR = 4
free trial
nurturing emails
ATE = 5
IPR = 5
demo nurturing
emails
ATE = 5
IPR = 5
the A list

@paulroetzer
Campaign Concept ATE (1-5) IPR (1-5) O/E/P Details
Demo nurturing emails 5 5 Owned Add notes here.
Free trial nurturing emails 5 5 Owned Add notes here.
Funding announcement PR 5 5 Earned Add notes here.
Original research report 4 5 Integrated Add notes here.
Speaking tour 1 5 Earned Add notes here.
Dormant demo emails 5 4 Owned Add notes here.
Dormant free trial emails 5 4 Owned Add notes here.
Retargeting 5 4 Paid Add notes here.
Vertical market ebook 5 4 Integrated Add notes here.
Website conversion optimization 5 4 Owned Add notes here.
Online contest/giveaway 4 4 Integrated Add notes here.
Free workshop series 3 4 Integrated Add notes here.
Influencer webinar series 3 4 Integrated Add notes here.
Online assessment tool 2 4 Integrated Add notes here.
AdWords 5 3 Paid Add notes here.
Case study gallery 5 3 Owned Add notes here.
Social engagement 5 3 Earned Add notes here.
LinkedIn ads 4 3 Paid Add notes here.
Guest blogging 3 3 Earned Add notes here.
Sponsored content 3 3 Paid Add notes here.
Customer referral program 3 2 Owned Add notes here.
Direct mail 2 1 Paid Add notes here.
Podcast 2 1 Owned Add notes here.
Trade print ads 1 1 Paid Add notes here.
campaign sandbox idea center

@paulroetzer
"High performers differentiate by doing, not planning.
Do your homework, put strategies in place, and then
start testing and revising."

@paulroetzer
campaign tools

automate and visualize data
Source: Domo

@paulroetzer
1) Prioritize and simplify your marketing goals.
2) Construct dynamic campaigns with the greatest
probabilities of impacting business results.
3) Apply new technologies and processes to
improve efficiencies and accelerate success.

paul roetzer
@paulroetzer
CEO | PR 20/20
author | The Marketing Performance Blueprint (Wiley, 2014) &
The Marketing Agency Blueprint (Wiley, 2012)
creator | Marketing Score & Marketing Agency Insider
www.pr2020.com

Paul Roetzer - Marketing Growth Hacking

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