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Agile Innovation for the B2B Marketer
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Agenda
• B2B Marketing today • What is agile? • Agile for marketing • Four pillars
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B2B Marketing Today
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It’s a changing world
12 searches before B2B researchers visit a supplier website.*
91% growth in last two years in smartphone use throughout the path to purchase.*
57% of the purchase process is complete before B2B buyers contact suppliers directly.**
89% of B2B researchers use the internet during the B2B research process.*
*Source: Think with Google. The Changing Face of B2B Marketing 2015: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014 **Source: CEB & Google. B2B Digital Evolution 2013
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Reset B2B customer expectations
Helpful answers and explanations
On the device they are using
At the time they are looking
In the channel they are using
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3,874 marketing technology solutions.
Source: Scott Brinker, ChiefMarTec.com http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
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The rise of content in marketing
Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America
76% of B2B marketers plan to create more content than they did one year ago
51% of B2B marketers plan to increase content marketing spend this year
88% of B2B marketers use content marketing
Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America
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Producing engaging content
Measuring content effectiveness
Producing content consistently
Measuring the ROI of content marketing program
Lack of budget
Producing a variety of content
Top challenges for B2B Content Marketers
Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America
60%
57%
57%
52%
35%
35%
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What is agile?
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Requirements Design
Build Test
Launch and maintenance
Long development cycle à
Market conditions changed Business requirements changed
Traditional “waterfall” methodology of software development
Software Development & the Agile manifesto of 2001
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“Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.”
“Business people and developers must work together throughout the project.”
1 to 4 week cycles of sustainable development
Ship Ship Ship
Sprint 1 Sprint 2 Sprint 3
Agile methodology
14 Source: VersionOne 10th Annual State of Agile Report (2016)
87% ability to manage changing priorities
85% increased team productivity
81% increased team morale/motivation
84% improved project visibility
Benefits of Agile
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Agile for marketing
Image source: Flickr. Artist credit: Peter Petrus. License https://creativecommons.org/licenses/by/2.0/legalcode
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Big launch campaigns
Micro campaigns
A micro approach to a big challenge Essential to sustainable marketing in a new economy
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Campaign idea Plan
Create Implement
Launch and measure
6 months
Message not resonating Missed opportunity to respond
Big bets, big campaigns, big expectations
Traditional marketing planning and execution
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Agile methodology applied to marketing
2 to 6 week cycles of building on customer insights.
Cross-functional, self-sustaining teams, creating micro campaigns, generating rapid insights.
Launch Launch Launch
Sprint 1 Sprint 2 Sprint 3
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Blogs promoted through social media and syndication
Thought Leadership webinars, whitepapers and case studies
Promotions in social media on Twitter & LinkedIn
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Four pillars
Team
str
uctu
re
Tool
s &
pro
cess
es
Ret
hink
Goa
ls
Mea
sure
& o
ptim
ize
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Today’s marketing organization
Product Marketing A
Digital & Social Creative Content Ops Data & Analytics
Product Marketing B
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• Campaign Manager, Strategy • Creative • Email • Social Media, Blogging & writing • Content Ops • Analytics
Agile marketing team structure
Common Goal
Smaller, more nimble teams foster alignment towards a
common goal
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Purposeful meetings
Templates • Editorial calendar • Landing page; email
templates • Social media specs • Reporting
Tools • Excel, Trello, Microsoft
Project, Asana, Moovia, AgileZen
Agile tools and processes • Quarterly & Sprint Planning • Daily or weekly “stand-ups” • Review • Retrospective
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• Attainable and measurable within shorter window • Consider the sales cycle: if longer, what micro-
conversions or indicators are possible to evaluate performance in short term vs. longer?
• Marketing Ready Leads • Accounts visited (DemandBase) • High value engagements (tally of online activities,
indicating engagement)
• Evaluate performance toward bigger goals at appropriate intervals
Rethink goals
Teams work together toward a common goal
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• A/B test • Optimize based
on performance • Learn from
results, apply in next cycle
Test, measure and optimize
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Increase risk-taking and creativity by breaking down big projects to smaller, measurable chunks of work.
Collaborative, nimble, self-contained, cross-functional and productive teams.
Streamline work through templates, structure, tools and processes – leaving room for creativity.
Test and learn – gain rapid insights to optimize and feed into next cycles for continuous improvement.
Benefits of agile marketing
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Ensuring success
Key Considerations
ü Garner executive support and buy-in.
ü Provide training for teams.
ü Establish effective project management to ensure work moves in a rolling cadence.
ü Share learnings and best practices across teams.
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Resources
• Agile Marketing – http://www.agilemarketing.net/ – Hacking Marketing, by Scott Brinker
• Content marketing & B2B Marketing Trends Research – LinkedIn Sophisticated Marketer’s Guide to Content Marketing eBook – Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends—North America – Think with Google: The Changing Face of B2B Marketing
Q & A Thank you! Delphine Cherewick @d_cherewick [email protected]