Post on 17-Oct-2014
description
Brand for Demand Marti Konstant Marketing Hackathon April 2012
Agile Marketing 101
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
CHICAGO MEETUP
@martikonstant @blfarris
A high-communication, low-
documentation, rapid iteration process
designed to provide more frequent,
more relevant, and highly measureable,
marketing programs… the goals are
speed and innovation
What is agile marketing?
Gerry Murray, IDC Agile Principles & Practices
why agile?
Content marketing, social media marketing, and customer experience marketing are intently focused on delivering real value to prospects and customers
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
why agile?FluxMarketing technologistCustomerCompressionInstant feedbackDigitalExpectationsSpeed
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
“It’s not the strongest of the
species that survive, nor the
most intelligent, but the one
most responsive to change”Charles Darwin
beginningAgile software
development
> Lean
> Agile marketing
> SprintZero
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
agile | traditional
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Validated learning | opinions & conventions
Customer focused collaboration | silos & hierarchy
Adaptive & iterative | big bang campaigns
Customer discovery | static prediction
Flexible | rigid planning
Responding to change | following a plan
Many small experiments | a few large bets
agile vs waterfall
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Requirements
Design
Implementation
Verification
Maintenance
How agile marketing works
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Source: Frank Days @tangyslice
Project owner
Speaks for the market
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Plan in Sprints
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Source: WikipediaSprint examples from Hubspot
BacklogCaptures everything in the Sprint and then some
User stories
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Buyer personas and what customers want to accomplish
As a [persona], I want to [task], so that I can [goal or benefit]
Photo and blog content source: Jim Ewel User story examples from Hubspot
marketer | developer
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
High level | low level
Relatively few | Lots of them
Right brain | Left brain
Focus on outcomes | Focus on functionality
DIFFERENCES IN USER STORIES
Source: Jim Ewel blog
Scrum master
What have you
completed? What are you doing next?
What barriers are you
facing?
Scrum: Open. Transparent. Accountable.
Progress
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
10 key
principles
Source: Scott Brinker
Why agile for the agency?
agile agency?Real-time
Collaboration
Change
Stay in sync
Unique positioning
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Challenges
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Shared resources
Education
Tactics vs. big picture
How to charge the client
How does agile work in an agency?
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
How agile
works/agency
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Clients help set priorities | plan the sprint
Work assigned using story points |
resource/budget
New ideas in backlog | not current sprint
Demo at end of sprint | promises kept
Plan another sprint
invitation
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Join the Chicago Agile Marketing Meetup Group
Facebook group
Check out Agile Marketing Resources
Stay in touch
Special thanks to John Cass, Jim Ewel, and Scott Brinker for all of their Agile Marketing Guidance
resources
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Agile Marketing Learning Channelhttp://www.konstantchange.com/the-agile-marketing-learning-channel/ Marti Konstant’s blog
Agile Marketing Bloghttp://www.agilemarketing.net/ Jim Ewel’s blog
Agile Marketing Blog & Agility Marketing Podcasthttp://www.agilemarketingblog.com/ Frank Day’s website, assisted by John Cass on the podcast..
HubSpot’s Agile Marketing Presentationhttp://www.slideshare.net/HubSpot/agile-for-marketing-final
Agile Marketing Topic on Quorahttp://www.quora.com/Agile-Marketing What physical tools are you using to practice Agile Marketing?http://www.quora.com/What-physical-tools-do-you-use-to-run-your-agile-marketing-meetings
Greg Meyer’s Posts on Agile Marketinghttp://gregmeyer.wordpress.com/?s=agile+marketing
Len Netti’s Agile MARKETING Mix http://www.scoop.it/t/agile-marketing-mix
resources
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
Agile Marketing Pinterest BoardI’m just getting started with Pinterest and I thought the tool would be great to share pictures of physical tools used for scrums and sprints. http://pinterest.com/johncass/agile-marketing/
Rohn-Jay Miller’s set of resources on Agile Marketinghttp://contentandsocial.com/?page_id=1310
Neil Perkin’s Material on Agile Planninghttp://neilperkin.typepad.com/only_dead_fish/agile-planning.html
A presentation by Jascha Kaykas-Wolff on Agile Marketinghttp://www.youtube.com/watch?feature=player_embedded&v=dlcSXJ8Kduc
A presentation by Kirsten Knipp on using Scrum Outside of Developmenthttp://www.slideshare.net/kirstenpetra/marketing-the-agile-way-applying-scrum-outside-of-develoment
IDC Report on Agile Marketinghttp://www.idc.com/research/viewdocsynopsis.jsp?containerId=224079§ionId=null&elementId=null&pageType=SYNOPSIS
Source: Jim Ewel blog