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&sectionId=null&elementId=null&pageType=SYNOPSIS

Source: Jim Ewel blog