12. @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.
25. @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.
27. @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
31. @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).
32. @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.
34. @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.
44. @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?
47. @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 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
49. @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, competitor, conferences, industry, product
64. 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
65. @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
66. 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
67. @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/giveawa
y
ATE = 4
IPR = 4
integrated ideas
68. 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/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
69. @paulroetzer
#INBOUND15www.pr2020.com
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
87. #INBOUND15www.pr2020.com
@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.
88. 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