AGILE MARKETINGVALUES EXPLAINED

TheAgileMarketer.net  |  @andreafryrear

AGILEMARKETINGMANIFESTO

The

TheAgileMarketer.net  |  @andreafryrear

SHOULD BEOUR GUIDE...

TheAgileMarketer.net  |  @andreafryrear

... BUT WHAT DOESIT REALLY

MEAN?

TheAgileMarketer.net  |  @andreafryrear

LET'S DIVE INTO THEVALUES

TheAgileMarketer.net  |  @andreafryrear

7AGILEVALUES

These emerge as a profession evolves.

"We are discovering better ways of creating valuefor our customers and for our organizationsthrough new approaches to marketing. Throughthis, we have come to value.. ."

TheAgileMarketer.net  |  @andreafryrear

#1VALIDATEDLEARNING

OPINIONS &CONVENTIONS

OVER

#1LEARNING

Maybe there's a better way toachieve your marketing goals.

How will you know for sure if youdon't experiment?

Don't succumb to death by bestpractices.

CONVENTIONSOVER

TheAgileMarketer.net  |  @andreafryrear

#2CUSTOMER-FOCUSED

COLLABORATION

SILOS & HIERARCHYOVER

#2SILOS

Distribute knowledge freely - nohoarding allowed.

The customer should be the focus ofall joint marketing efforts.

Strict hierarchies serve neithercustomers nor Agility.

COLLABORATIONOVER

TheAgileMarketer.net  |  @andreafryrear

#3ADAPTIVE & ITERATIVE

CAMPAIGNS

BIG BANGCAMPAIGNS

OVER

#3BIG BANGS

Agile marketing campaigns evolve inconcert with the audience.

Multi-year marketing plans are rightout.

Adaptive and iterative campaigns =fewer resources = lower risk = moreleeway to experiment.

ADAPTATIONOVER

TheAgileMarketer.net  |  @andreafryrear

#4CUSTOMER DISCOVERY

STATIC PREDICTIONS

OVER

#4PREDICTION

Each campaign should help usdiscover something new about ourcustomers/audience.

Hypotheses are okay, but predictionsthat we cling to no matter what aredefinitely not.

DISCOVERYOVER

TheAgileMarketer.net  |  @andreafryrear

#5

FLEXIBLE PLANNING

RIGID PLANNINGOVER

#5RIGID PLANS

Yes, agile marketers still have a plan.It's just flexible.

Modern marketing is complicated. Itcan't succeed with a plan behind it.

Just make sure your plan has somegive built in, or it won't survivecontact with reality.

FLEXIBLEOVER

TheAgileMarketer.net  |  @andreafryrear

#6RESPONDINGTO CHANGE

FOLLOWING A PLANOVER

#6FOLLOWING

Don't stick with the plan justbecause it's The Plan.

When circumstances change, agilemarketers are prepared to respond ina meaningful way.

For agile teams, change is a source ofcompetitive advantage.

RESPONDINGOVER

TheAgileMarketer.net  |  @andreafryrear

#7MANY SMALL

EXPERIMENTS

FEW LARGE BETSOVER

#7LARGE BETS

Small experiments can be completedfaster, leading to rapid iteration.

Agile marketers still release largecampaigns, but usually after theyhave data from small experiments tosupport them.

EXPERIMENTSOVER

TheAgileMarketer.net  |  @andreafryrear

JOIN THEMVP SQUAD

S H A R E Y O U R S T O R Y . I N C R E A S E Y O U RA G I L I T Y . M E E T O T H E R A G I L E M A R K E T E R S .

# W I N N I N G

bit.ly/mvp-squad

TheAgileMarketer.net  |  @andreafryrear