Apply an Agile Approach to Your Marketing

Transcription

1 Apply an Agile Approach to Your Marketing Jim

2 Agenda Brief Overview of Agile Marketing User

3 What is Agile Marketing? Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and helps you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

4 Unpacking this Statement: 1 Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and helps you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

5 5

6 Agile Marketing Values Rapid iterations Testing and data Collaboration Responding to change Individuals and interactions Many small experiments We Value Over Big-Bang campaigns Opinions and conventions Silos and hierarchy Following a plan One size fits all A few large

7 @jimewel 19

8 Scrum Overview Daily Scrum 24 hours 1-4 weeks Results Marketing Backlog Sprint Planning Meeting Sprint Sprint Review &

9 Responding to 9

10 Unpacking this Statement: 2 Agile Marketing is an approach to marketing that takes its inspiration from Agile Development that helps you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

11 Getting More Done Prioritization Alignment with business and sales Eliminating obstacles and interruptions 11

12 Northern Arizona University 400% Increase in

13 Unpacking this Statement: 3 Agile marketing is an approach to marketing that takes its inspiration from Agile Development that helps you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

14 Adapting to Change Re-assessing priorities on a regular basis External focus Specific techniques Rapid response team Quarterly opportunity and threat 14

15 Xerox Interactive Marketing Group Queue One Requires Development Queue Two Requires Art Work Queue Three Rapid Response (< 8 hours) Source:

16 Unpacking this Statement: 4 Agile Marketing is an approach to marketing that takes its inspiration from Agile Development that helps you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

17 Measureable Results Borrowing concepts from Lean Validated Learning Minimum Viable Product Avoiding Vanity 17

18 MindJet On one project, we have almost a 3000x lift in performance and drove a 30-percent increase in trials quarter-to quarter, just purely because of this [agile] process. -Jascha Kaykas-Wolff, former CMO 18

19 What is Agile Marketing? Agile marketing is an approach to marketing that takes its inspiration from Agile Development that helps you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

20 User Stories in Scrum User Stories Daily Scrum 24 hours 2-4 weeks Results Marketing Backlog Sprint Planning Meeting Sprint Sprint Review &

21 User Story A very high-level description of what the user needs/wants to do and why User can be a prospect, customer, or an internal stakeholder As a [role], I want to [task], so that I can [goal or benefit] Should have some kind of acceptance criteria (what defines 21

22 Example User 40

23 @jimewel 23

24 How Not to Write User 40

25 How Not to Write User 40

26 Better User

27 Why Focus on 27

28 Multiple Ways to Satisfy a User 28

29 @jimewel 29

30 @jimewel 30

31 Don t Rely on Just User Stories Visual design User Experience (U/X) 31

32 Initial Marketing Backlog Brainstorming Themes 32

33 Exercise 1: Buyer s Journey, Points of Interaction, and 33

34 Exercise 2: Storyboard a Remarkable Customer 34

35 Exercise 3: Affinity 35

36 Where to Learn More

37 THANK YOU!