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Agile Marketing ToolkitA Practical Guide for Agile Marketing

Contents

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• Brief Overview of Agile Marketing • Agile Marketing Process • Tips for Introducing Agile Marketing • Tools and Templates

Examples of uses for Agile marketingUses

• Content marketing is great for agile marketing. Each piece of content is naturally a discrete unit. You can experiment with many different content themes for different audiences at different stages, iterate and adapt them, scale the ones that work. It’s great to be able to quickly re-prioritize content marketing plans to take advantage of new trends and topics that arise in the market.

• Social media marketing is great for agile marketing. You have discrete units of different engagements across different social platforms and communities. You can build relationships with influencers in an adaptive and incremental way. You can respond to feedback more nimbly.

• Web development is great for agile marketing. Actually, web development often looks like an agile development project, so it’s a very natural fit. And every website is a work-in-progress, with a backlog of incremental content and features we want to add or update. Web analytics provide a great mechanism for continuous adaptation based on testing and data.

• Search engine optimization (SEO) is great for agile marketing. This really is a subset of content marketing and web development, but it lends itself to a prioritization of bite-sized tasks. And when Google changes their algorithms, an agile SEO team can react swiftly.

• Mobile app development is great for agile marketing. Like web development, this is a software project at its core, and it lends itself nicely to agile iterations — especially given the high-speed evolution of mobile marketing. The ability to rapidly deploy new versions of your apps out into the marketplace is golden.

• Marketing automation is great for agile marketing. You’re able to constant expand and refine nurture programs and automated or semi-automated flows along the buyer’s journey. You can break out new audience segments to target on an experimental basis.

• PPC advertising is great for agile marketing. On search engines and social networks, campaigns are constantly evolving, and they can be optimized in logical groups that fit into short sprints. You can get quick feedback and adapt accordingly. PPC is a spectacular domain for marketing experimentation.

• Landing page optimization is great for agile marketing. This flows seamlessly from agile efforts in social, PPC, and nurturing campaigns. You can generate new post-click experiences quickly, A/B test alternatives to run meaningful experiments on new hypotheses, target different experiences to different audience segments.

3Source: “Agile marketing for a world of constant change” by Scott Brinker, Chief Marketing Technologist (April 2013)

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INDIVIDUALS AND INTERACTIONS

WORKING SOFTWARE

CUSTOMER COLLABORATION

RESPONDING TO CHANGE

OVER PROCESSES AND TOOLS

OVER COMPREHENSIVE DOCUMENTATION

OVER CONTRACT NEGOTIATION

OVER FOLLOWING A PLAN

Agile Manifesto

The process pulls tasks from a backlog to be completed in short iterations.Agile Marketing Process

OverlapSentiment Analysis Used to interpret conversations on social media, blogs, and online forums

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Agile Marketing is driven by user storiesUser Stories

As a _____________________

I want ____________________

so that ___________________

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role

goal / desire

benefit

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Sprints last 1 to 4 weeks

Agile marketing begins with a rapid planning sessionPlanning

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‣ Develop backlog of user stories ‣ Prioritize stories based on business value and dependency ‣ Estimate story points ‣ Develop initial release plan ‣ Develop initial cost estimates ‣ Obtain funding and support ‣ Start building the team

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There are three roles on agile marketing teamsRoles!

1. Business Owner ‣ Individual or group who comes forward with a request that requires the services of marketing functions. ‣ Can come with a wide variety of requests, from product launches to campaigns to marketing programs. ‣ Participates in all the activities throughout the agile process. ‣ One person, accountable for backlog and scope ‣ Prioritizes the backlog ‣ Communicates the vision of the request ‣ Defines conditions of satisfaction ‣ Accepts/rejects stories ‣ Accountable for project success ‣ Accountable for ROI ‣ Helps define “done” ‣ Solicits customer and stakeholder feedback

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There are three roles on agile marketing teamsRoles (cont.)!

2. Engagement Manager

‣ Responsible for driving and enabling the team on a particular project or effort ‣ Functions as a front door to marketing and works to pull together a virtual team

based on the project or effort needs ‣ Drives the engagement throughout and pulls together all relevant meetings ‣ Accountable for the process ‣ Builds empowered self-organizing teams ‣ Is a servant leader ‣ Removes impediments ‣ Creates visibility, measurement, accountability and fun ‣ Strong facilitator ‣ Encourages collaboration and open communication

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There are three roles on agile marketing teamsRoles (cont.)

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3. Subject Matter Experts (SMEs)

‣ Brings relevant functional and subject matter expertise to the team. ‣ Cross-functional team accountable for delivering business value iteratively ‣ Engaged, motivated, self- organizing, collaborative ‣ Commits to work ‣ Inspects and adapts ‣ Plans and re-plans ‣ Delivers “done” stories each iteration

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Agile marketing teams are staffed with pi-shaped talentPi-shaped Talent

Overlap

Marketing

Technology

Collaboration, Empathy, Interest in Other Disciplines, etc.

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A few standard meetings are part of the processStandard Meetings!

‣ Daily Standup -> Team gathers each day for 15 minute meeting

‣ Three questions of each person: 1) what did I do yesterday? 2) what do I plan to do today? 3) what obstacles are hindering my progress?

‣ Sprint Review -> Team shows what they accomplished during the sprint--

typically, a demo of what has been developed.

‣ Sprint Retrospective -> Team reflects on the sprint and identifies

opportunities to improve in the new sprint

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Agile teams report impressive resultsResults with Agile

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57

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FailedChallengedSuccessful

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49

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Waterfall Agile

Source: CHAOS Manifesto, The Standish Group (2012)

A few recommendations for successful introductionsTips for Introduction

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‣ Adapt to Meet Your Unique Needs ‣ Every team and organization is different. The best approach is to find what works

best for your team and iteratively improve how you use agile marketing. Adopt and refine the tools and techniques that are most helpful.

‣ Recognize that Change is Hard ‣ Help your team through the change curve. Be prepared for resistance. Explain the

need for change and communicate as much and as clearly as possible.

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A simple view of the stories on the projectTools - Story Backlog

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Story Story Points Release Change Notes

TOTAL POINTS

A run chart of outstanding work used to measure progressTools - Burndown Chart

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Contact Me !

@DaveBirckheadwww.davebirckhead.com