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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
#INBOUND15www.pr2020.com
example scenario
A quick analysis indicates the issue is actually a
lack of reach and traffic at the top of the funnel.
@paulroetzer
#INBOUND15www.pr2020.com
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
#INBOUND15www.pr2020.com
example scenario
But, not enough people are organically finding the content.
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Do they need a paid media strategy?
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Are there opportunities to amplify the content via
earned media with bloggers, journalists and analysts?
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Should they hire an agency or freelancers and
double down on content production?
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Maybe.
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
Maybe.
@paulroetzer
#INBOUND15www.pr2020.com
example scenario
AND . . . Maybe.
@paulroetzer
#INBOUND15www.pr2020.com
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
#INBOUND15www.pr2020.com
consumer behavior
social networks
technologies
channels
data
@paulroetzer
#INBOUND15www.pr2020.com
never more choices. never more noise.
never more demand for performance.!
@paulroetzer
#INBOUND15www.pr2020.com
and yet, there has never been a !
better time to be a marketer.!
#INBOUND15www.pr2020.com
@paulroetzer
obstacles create
opportunities
@paulroetzer
#INBOUND15www.pr2020.com
we have to plan faster, experiment more
efficiently and adapt constantly to
accelerate success.!
#INBOUND15www.pr2020.com
@paulroetzer
january 28, 2012
@paulroetzer
#INBOUND15www.pr2020.com
“INSANE RESULTS IN 60 DAYS!”
@paulroetzer
#INBOUND15www.pr2020.com
What if we could accelerate success in business?
@paulroetzer
#INBOUND15www.pr2020.com
What if we could
transform marketing performance
in 30, 60 or 90 days?
@paulroetzer
#INBOUND15www.pr2020.com
Less time planning. More time doing.
www.TheMarke*ngScore.com	
  
intelligent (and eventually automated) strategy
based on goals and historical performance
@paulroetzer
#INBOUND15www.pr2020.com
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.
Image: Wikimedia
@paulroetzer
#INBOUND15www.pr2020.com
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.
the marketing growth hackathon model!
Hackathon model focuses here
@paulroetzer
#INBOUND15www.pr2020.com
goal > audiences > personas > accelerators > milestones > campaigns
#INBOUND15www.pr2020.com
@paulroetzer
Image: Wikimedia
a marketing hackathon is an interactive event in which
marketers, executives and/or entrepreneurs come
together to solve business growth challenges.
@paulroetzer
#INBOUND15www.pr2020.com
1SMART Goal
3ideas
30days to activate
90days to execute
the model
@paulroetzer
#INBOUND15www.pr2020.com
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
#INBOUND15www.pr2020.com
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.
#INBOUND15www.pr2020.com
@paulroetzer
1)	
  establish	
  a	
  SMART	
  goal.	
  	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
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
#INBOUND15www.pr2020.com
Generate 50 sales qualified leads during Q4 2015.
www.Be4erWorks.com	
  
www.HubSpot.com	
  
#INBOUND15www.pr2020.com
@paulroetzer
2)	
  define	
  and	
  segment	
  audiences.	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
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	
  
TwiTer	
  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
www.HubSpot.com	
  
www.Followerwonk.com	
  	
  
www.buzzsumo.com	
  
#INBOUND15www.pr2020.com
@paulroetzer
3)	
  profile	
  personas.	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
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?
x!www.MakeMyPersona.com	
  
#INBOUND15www.pr2020.com
@paulroetzer
4)	
  catalog	
  accelerators.	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
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	
  op]mized	
  for	
  
conversions.	
  
Ebook	
  Library	
   Content	
   1-­‐High	
  
BeTer	
  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	
  opportuni]es.	
  
accelerators:	
  assets	
  that	
  can	
  be	
  leveraged	
  to	
  accelerate	
  success	
  	
  
types:	
  audience	
  lists,	
  content,	
  events,	
  web	
  proper5es,	
  partnerships,	
  sponsorships	
  
#INBOUND15www.pr2020.com
@paulroetzer
5)	
  establish	
  milestones.	
  
	
  
[pre	
  event]	
  
@paulroetzer
#INBOUND15www.pr2020.com
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,	
  compe5tor,	
  conferences,	
  industry,	
  product	
  
shared	
  calendars	
  
#INBOUND15www.pr2020.com
@paulroetzer
6)	
  construct	
  a	
  campaign	
  sandbox.	
  
	
  
[EVENT]	
  
@paulroetzer
#INBOUND15www.pr2020.com
ideation inspiration
audiences
personas
accelerators
milestones
historical performance
industry award winners
buzzsumo research
google trends research
sales team survey
competitors
thought leaders
bit.ly/performance-­‐pack	
  
@paulroetzer
#INBOUND15www.pr2020.com
source:	
  Al]meter’s	
  The	
  Converged	
  Media	
  Impera]ve	
  
You have the control.
They have the control.
You can BUY the control.
@paulroetzer
#INBOUND15www.pr2020.com
PAID! EARNED! OWNED! INTEGRATED!
how it works
@paulroetzer
#INBOUND15www.pr2020.com
how it works
original research
report!
!
ATE = 4!
IPR = 5!
The idea
@paulroetzer
#INBOUND15www.pr2020.com
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
#INBOUND15www.pr2020.com
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)
Impact Probability Rating (IPR)
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
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
#INBOUND15www.pr2020.com
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!
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
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
#INBOUND15www.pr2020.com
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!
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
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
#INBOUND15www.pr2020.com
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!
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
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
#INBOUND15www.pr2020.com
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/
giveaway!
!
ATE = 4!
IPR = 4!
integrated ideas!
AbilitytoExecute(ATE)
Impact Probability Rating (IPR)
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/
giveaway!
!
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
#INBOUND15www.pr2020.com
original research
report!
!
ATE = 4!
IPR = 5!
vertical market
ebook!
!
ATE = 5!
IPR = 4!
online contest/
giveaway!
!
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
www.Post-­‐It.com	
  
@paulroetzer
#INBOUND15www.pr2020.com
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.	
  
Retarge]ng	
   5	
   4	
   Paid	
   Add	
  notes	
  here.	
  
Ver]cal	
  market	
  ebook	
   5	
   4	
   Integrated	
   Add	
  notes	
  here.	
  
Website	
  conversion	
  op]miza]on	
   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	
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