AMA presentation

WELCOME

Agile Marketing: Managing Marketing for Change and Productivity

13February

2013PSAMA

Jim Eweljim@agilemarketing.net@jimewelwww.agilemarketing.net

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The Case ForCHANGE

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3Photo  courtesy  of  Ernest  Viernest

Speed

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Impact  of  Technology

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Shi4  in  Power  to  Consumer

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66The  Conversa;on  Prism  by  Brian  Solis  and  JESS3

Fractured  and  Disrupted  Channels  of  

Communica=onThursday, March 14, 13

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Limited  Resources

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Speed

Technology

Power to Consumer

Fractured Channels

Limited Resources

Change

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Marketing Plan

SWOT

Product

Price

Promo

Place

Position

Brand Book

Ad Brief

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Agile  Marke=ng

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PrinciplesProcessPeople

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Agilevs.

agile

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Principle  1Responding  to  Change

overFollowing  a  Plan

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No  plan  survives  contact  with  the  enemy.

Helmuth  von  Moltke  the  Elder

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That  doesn't  mean  we  don't  do  planning...  Though9ul  reflec;on  and  priori;za;on  are  essen;al.  What  I  think  is  a  waste  is  a  20-­‐page  Word  doc  or  a  200-­‐cell  spreadsheet  with  everything  you  hope  to  do  for  the  next  6  or  12  months.

Frank Days, VP Marketing Correlsense

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Principle  2Rapid  Itera;ons

overBig-­‐Bang  Campaigns

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2020

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Principle  3Tes;ng  and  Data

overOpinions

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Which  is  BeTer  Mr  HIPPO?

CTR  for  one  on  the  leV  is  almost  4x  beTer

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Principle  4Many  Small  Experiments

overA  Few  Large  Bets

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Coca-­‐Cola  Content  2020  Part  Two

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Principle  5Individuals  and  Interac;ons

overOne-­‐size-­‐fits-­‐all

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Hubspot  Smart  CTAs

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Principle  6Collabora;on

overSilos  and  Hierarchy

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The Oreo graphic was "designed, captioned and approved within minutes," according to Sarah Hofstetter, president of the cookie

brand's digital agency of record, Dentsu-owned 360i. All the decisions were made in real time quickly because marketers and agency

members were sitting together at a "mission control" center, or a social-media war room of sorts ...

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©  Menlopics:  hTp://www.flickr.com/photos/menlopics/7593441874/

Production

Design

SEO, other channels

PM + BI

Content

Co-­‐loca;on  of  cross-­‐func;onal  teams

Hat tip to Jonathon Coleman for this slide

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Principle  0Remarkable

Customer  Experiences

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36Inspira;on:  ScoT  Brinker

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Process

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Scrum Process

Marketing Backlog

Sprint Planning Session

2-4 weeks

24 hours

Sprint

Daily Scrum

Results

Sprint Review &

Retrospective

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The  Daily  Scrum

What did you do yesterday?1

What will you do today?2

Is anything in your way?3

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User  Story

As  a  [role],  I  want  to  [task],  so  that  I  can  [goal  

or  benefit]

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4141

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Trello  with  Scrum  Extension

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People

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Hiring  Agile  Marketers

• Comfortable  with  change,  ambiguity• Comfortable  with  technology• Customer-­‐Focused• Hugely  produc;ve• Risk-­‐taker• Accepts  transparency  and  data• Proac;ve  

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hTp://blog.hubspot.com/blog/tabid/6307/bid/13787/Quiz-­‐Are-­‐You-­‐a-­‐Modern-­‐Marke;ng-­‐Superstar-­‐Infographic.aspx

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Who’s  Doing  Agile?

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Resources

• hTp://www.agilemarke;ng.net• hTp://www.agilemarke;ngmanifesto.org• hTp://www.chiefmartec.com• hTp://www.agilemarke;ngblog.com

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Q&A

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THANK YOU

Jim Eweljim@agilemarketing.net@jimewelwww.agilemarketing.net

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