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WELCOME
Agile Marketing: Managing Marketing for Change and Productivity
13February
2013PSAMA
Jim [email protected]@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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