Brian LawleyCEO & Founder, 280 Group, LLCJohn ArmstrongCMO, Zettaset, Inc.

Agile Product Marketing

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•About the 280 Group• Secrets of Effective Product Marketing When Working with Agile Development Teams•Giveaway + Q&A

Agile Product Marketing Agenda

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We help companies and individuals do GREAT Product Management and Product Marketing using our Optimal Product Process™ framework.

Mission

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Product Management Maturity Scale

• Download the report: go.280group.com/challenges-aipmm

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280 Group Optimal Product Process™

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•Assessments & Custom Optimization Plans• Consulting & Contractors• Training• Certifications

Agile Product Marketing Solutions

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• Two day foundation course• Based on best-selling book• Agile Certified Product Manager and Product Owner exam• Covers:

– All Certified Product Owner content – Business Strategy– Agile Product Management– Agile methodologies: Scrum, XP, Kanban – and Hybrid– Influencing and inspiring Agile teams

Agile Product Management and Product Ownership Excellence

Self-Study Available

Too!

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•About the 280 Group• Secrets of Effective Product Marketing When Working with Agile Development Teams•Giveaway + Q&A

Agenda

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• New methodologies and processes introduced at a rate that continues to accelerate

• Marketers always under pressure to demonstrate results with scarce resources - Now results must be driven by marketing automation and validated by supporting metrics

• Buying audiences increasingly fragmented, requiring a more tailored approach to content, messaging, outreach

• Social media and digital marketing technology require marketers to be more nimble and responsive

• Days of executing static “big bang” campaigns planned months in advance are over

Marketing Transformation in Past 5 YearsFundamental changes in how we go-to-market

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• Agile has completely transformed how software is created: Developers take incremental steps, see what works and what doesn’t, get team feedback, then move onto next phase of development

• Agile = iterative approach to product development that values adaptability and responsiveness to change as opposed to long-term and inflexible fixed plans

• What if a company could achieve positive returns with 50% more of its new-product introductions?

• What if marketing programs could generate 40% more customer inquiries?

Do more with less, and do it faster!Agile can help transform how we do Marketing

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#1: If You haven’t already… Go Agile!

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• 34% of marketers have implemented Agile within the last 6 months, and another 22% are just starting*

• Agile methods help Product Marketing teams several ways:

• Improved quality of work, speed of execution, and alignment on priorities are the top three benefits

• Better visibility into the overall project status• Faster detection of roadblocks, scheduling issues,

other problems* Source: Wrike 2016 State of Agile Marketing

Follow Methods Established by SW DevelopersAdapt Them to Marketing Environment

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#2: Understand How Agile Works

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It’s Not a Method, It’s a Mindset• Rapid response and adaptation to changes

in the market• Multiple, rapid campaign iterations, tested

and fine-tuned over time• Fact-based validation of choices using hard

data (vs. intuition)• Individual, customized buying experiences

vs. one-size fits all• Cross-functional collaboration, elimination

of silos• More positive user experience for the buyer

Core Traits of Agile Marketing

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Break Down Tasks into Digestible Portions• Adopt the Scrum process: Clearly understand, communicate

what needs to be completed, market driver, recipient• Sprint - the period of time the team has to complete their current

projects, usually two to four weeks• Stand-up meeting - daily event to re-cap past and present activities,

identify roadblocks• Sprint planning session - marketing team meets with sales and executive

management for an update on the latest sales and corporate priorities• Sprint review - when a sprint is completed, time to share

accomplishments, results, accountability with peers, sales, management team

• Sprint retrospective – follow-up marketing-only meeting to assess the sprint’s successes and failures, make adjustments for next sprint

Using Scrum for Agile Marketing

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#3: Understand Roles & Responsibilities

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Within Marketing• Scrum Master• Product Marketing Manager• MarCom• PR/AROutside of Marketing• Scrum Master• Product Manager• Project Manager• Engineering/Development

Key Roles in Agile Scrum

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Scrum Master• Facilitates Scrum events - Iteration

planning, daily stand-up, review, retrospective• Coaches team in Scrum• Ensures progress is tracked

against plan• Removes impediments to progress• Ensures team members get help

when stuck• Works closely with product

manager and development teamOpportunity for Product Marketing to Take

Leadership Role

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#4: Cross-Functional Collaboration

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Be the Voice of the Customer• Share market, sales, and customer input

with the development side of the business, including product management• Only nine percent of software projects at

large companies are successful*• For every 100 projects started, 94 will have

to be re-started at least once*• Primary reason for SW development failure

was lack of customer input and involvement* *Source: Standish Group 2015 Chaos Report

Plug in to Your Software Development Team

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For Agile to succeed…

• Customer experience must be focus of all efforts• Solving buyer problems and understanding

buyer’s journey• Help development team avoid “Ready, Fire,

Aim” syndrome• Process must include capturing, validating

and clearly defining buyer requirements for the product before and during development• Marketing must be a key player in the

process

Customer Experience is Everything

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#5: Develop Strong People Skills

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• Communication• Influencing•Negotiation• Leadership

Key People Skills

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•AIPMM Webinar Series•Generating ownership & alignment in your stakeholders• Emotional intelligence for Product Managers• 10 people skills for Product Managers: it's all about trust

• Training Courses– People Skills for Product Managers and Product

Marketers– Optimal Product Management and Product Marketing

Developing People Skills

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•About the 280 Group• Secrets of Effective Product Marketing When Working with Agile Development Teams•Giveaway + Q&A

Agenda

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•Assessments & Custom Optimization Plans• Consulting & Contractors• Training• Certifications

Product Marketing Solutions

For more information:www.280group.com