Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

REBRANDING AGILE: HOW MARKETERS ARE

CHANGING THE WAY THEY WORK FOR REAL-TIME

WORLD

Frank Days Tech Marketing VP AgileMarketingBlog.comCohost Marketing Agility Podcast

New category of influencers

Demos & Videos

Downloads

Modern marketing architecture

Site Traffic

‘Actions’ on Site

Leads

Search Engines SEO & PPCContent

PR & Partners

Marketo SalesForce Sales

Prospect

Email

More data and better real-time analytics

Many old tricks don’t work any more

Marketing mix is increasingly digital

A tale of three marketers

The CMO The Media The Agency Man

Meet the Chief Marketing Officer

Life of a CMO

Responsible for entire marketing mix

Often more creative than quantitative

Sits at table with C-levels

Ave tenure: < 4 years

Up from < 2 year in 2009

Held more accountable than ever

Conversation is always happening

Less certainty about how things spread

Forced to test more before diving in

Meet the media

Bad news: mass media is dying

Fragmentation of media

100’s of cable/satellite channels

Dozens of relevant social channels

And your existing “old media” channels

Good news: content is still king

“$118.4 billion will be spent on content marketing, video marketing, and social media in 2013”

- eMarketer

“80% of business decision makers prefer to get company information in a series of articles versus an advertisement.”

- Content Marketing Institute

“Content creation is ranked as the single most effective SEO technique”

- Marketing Sherpa

“27,000,000 pieces of content are shared everyday.”

- AOL and Nielson

Convergence of mass and social media

Meet The Ad man

The agency

Many essential functions Advertising Design Media buying Public relations Social media Customer relationship management Database and analytics

Waterfall protects margins

Waterfall prevents bad client behavior

Agile marketing to the rescue

Rebranding Agile

Credit: Scott BrinkerChief Marketing Technologist

Why I care about Agile?

As a tech CMO• Need to be responsive, transparent and adaptive• Never liked marketing plans• Short shelf life for marketing plans

As an senior executive…

Results matter more than documentation so I need a lightweight approach

The communications overhead for a project

increases as the size of the team grows

- The Mythical Man Month, 1975

And making interesting connections

Interviews with Leaders

Since April 2011

Interviewed pioneers

Too early

Lots of chasing

Many renegades

Agile Marketing Milestones

2010 IDC creates first real report on Agile Marketing Marketing Agility Podcast

2011 Sprint Zero Meetup in San Francisco Agile marketing manifesto

2012 Pundits come out of woodwork

2013 Agile Marketing meetups gain traction

Agile marketing meetups

San Francisco

Boston

Seattle

China

Many more

State of Agile in Marketing

Agile marketing is a high-communication, low documentation,

rapid iteration process designed to provide more frequent, more relevant and highly

measurable marketing programs

- IDC, Agile Principles and Practices, 2010

Marketing adoption of Agile

Marketers often talk about little “a” agile (not big “a” Agile)

Less dogmatic

All are using sprints

Image: Wikipedia

Scrums frequency varies

Burndowns are infrequent

Image: Wikipedia

Other observations

Product owner and scum master the same

Some using user stories

More frequently small tech companies

More common in digital/demand gen team

Some waterfall remains

Some interesting innovations

Challenges

Marketers are storytellers

Long lead times tasks

Events

Media buying

User conferences

Branding and product marketing less dynamic

Talent level

“Waterfall protects the weak”

Smarter people can adapt and adjust

Need people who can handle uncertainty

Image: Wikipedia

Agile marketing or marketing with agile?

Transitions

Ecommerce/dotcom became multichannel retail

Web 2.0/social media marketing becoming content marketing

When will Agile marketing become Agile?

How Agile helps marketers

Adaptive for increasing uncertain channels

Transparent process

Make team more effective by focusing

Agile Marketers Rockstars

Scott Brinker, CEO, Ion Interactive

John Cass, Cohost Marketing Agility Podcast

Jonathan Colman, Principal Experience Architect at REI

Frank Days, Tech CMO and agilemarketingblog.com

Jim Ewel, CEO, In Demand Interpreting

Jascha Kaykas-Wolf, CMO Mindjet

David Quinn, Director of Communications, EMC

Neil Perkin, Only Dead Fish

Mike Volpe, CMO Hubspot

Let’s connect

Frank Days

fmdays@tangyslice.com

@tangyslice

Tangyslice.com

Agilemarketingblog.com

Agile Marketing Group on Facebook

Marketing Agility Podcast on iTunes