Apply an Agile Approach to Your Marketing Marketing... · Agile marketing is an approach to...
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Apply an Agile Approach to Your Marketing Jim Ewel @jimewel ©Peel the Layers, llc.
Transcript of Apply an Agile Approach to Your Marketing Marketing... · Agile marketing is an approach to...
Apply an Agile Approach to Your Marketing
Jim Ewel
@jimewel©Peel the Layers, llc.
@jimewel©Peel the Layers, llc.
Agenda
• Brief Overview of Agile Marketing• User Stories
@jimewel©Peel the Layers, llc.
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 years.
What is Agile Marketing?
@jimewel©Peel the Layers, llc.
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 years.
Unpacking this Statement: 1
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@jimewel©Peel the Layers, llc.
Big-Bang campaigns
Opinions and conventions
Silos and hierarchy
Following a plan
One size fits all
A few large bets
Agile Marketing Values
Rapid iterations
Testing and data
Collaboration
Responding to change
Individuals and interactions
Many small experiments
Over
We Value
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@jimewel©Peel the Layers, llc.
Scrum Overview
Marketing Backlog
Sprint Planning Meeting
1-4 weeks
24 hours
Sprint
Daily Scrum
Results
Sprint Review &
Retrospective
@jimewel©Peel the Layers, llc.
Responding to Change
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@jimewel©Peel the Layers, llc.
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
years.
Unpacking this Statement: 2
@jimewel©Peel the Layers, llc.
Getting More Done
• Prioritization• Alignment with business and sales• Eliminating obstacles and interruptions• Teamwork
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@jimewel©Peel the Layers, llc.
Northern Arizona University
400% Increase in Productivity
@jimewel©Peel the Layers, llc.
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
years.
Unpacking this Statement: 3
@jimewel©Peel the Layers, llc.
Adapting to Change
• Re-assessing priorities on a regular basis• External focus• Specific techniques– Rapid response team– Quarterly opportunity and threat
assessments
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@jimewel©Peel the Layers, llc.
Interactive Marketing Group
Xerox
Queue OneRequires
Development
Queue TwoRequires Art
Work
Queue ThreeRapid
Response (< 8 hours)
Source: http://www.cmo.com/articles/2013/5/19/agility_in_action_ho.html
@jimewel©Peel the Layers, llc.
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
years.
Unpacking this Statement: 4
@jimewel©Peel the Layers, llc.
Measureable Results
• Borrowing concepts from Lean– Validated Learning–Minimum Viable Product– Avoiding Vanity Metrics
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@jimewel©Peel the Layers, llc.
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 MindJet
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@jimewel©Peel the Layers, llc.
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
years.
What is Agile Marketing?
@jimewel©Peel the Layers, llc.
User Stories in Scrum
Marketing Backlog
Sprint Planning Meeting
2-4 weeks
24 hours
Sprint
Daily Scrum
Results
Sprint Review &
Retrospective
User Stories
@jimewel©Peel the Layers, llc.
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 done?)
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Example User Story
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How Not to Write User Stories
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How Not to Write User Stories
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Better User Story
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Why Focus on Outcomes?
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Multiple Ways to Satisfy a User Story
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Don’t Rely on Just User Stories
• Visual design• User Experience (U/X)• Sequence
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Initial Marketing Backlog
• Brainstorming• Themes• Epics
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Exercise 1: Buyer’s Journey, Points of Interaction, and Personas
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Exercise 2: Storyboard a Remarkable Customer Experience
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Exercise 3: Affinity Diagrams
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@jimewel©Peel the Layers, llc.
www.agilemarketing.netwww.chiefmartec.com
www.agilemarketingblog.com
Where to Learn More
THANK YOU!
