A presentation

1. Agile Marketing:
Managing Marketing for
Change and Productivity
13
February
2013
PSAMA
WELCOME
Jim Ewel
jim@agilemarketing.net
@jimewel
www.agilemarketing.net
Thursday, March 14, 13

2. The Case For
CHANGE
2
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3. Speed
Photo
courtesy
of
Ernest
Viernest 3
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4. 15
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5. Impact
of
Technology
4
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6. Shi4
in
Power
to
Consumer
5
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7. Fractured
and
Disrupted
Channels
of
Communica=on
The
Conversa;on
Prism
by
Brian
Solis
and
JESS3 6
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8. Limited
Resources
7
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9. Speed
Limited
Technology
Resources
Change
Fractured Power to
Channels Consumer
9
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10. SWOT
Ad Brief Product
Brand
Marketing Plan Price
Book
Position Promo
Place
8
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11. Agile
Marke=ng
12
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12. Principles
Process
People
13
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13. Agile
vs.
agile
10
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14. Principle
1
Responding
to
Change
over
Following
a
Plan
14
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15. 15
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16. No
plan
survives
contact
with
the
enemy.
Helmuth
von
Moltke
the
Elder
16
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17. That
doesn't
mean
we
don't
do
planning...
Though9ul
reflec;on
and
priori;za;on
are
essen;al.
What
I
think
is
a
waste
is
a
20-­‐page
Word
doc
or
a
200-­‐cell
spreadsheet
with
everything
you
hope
to
do
for
the
next
6
or
12
months.
Frank Days,VP Marketing Correlsense
17
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18. Principle
2
Rapid
Itera;ons
over
Big-­‐Bang
Campaigns
18
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19. 19
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20. 20
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21. Principle
3
Tes;ng
and
Data
over
Opinions
21
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22. 22
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23. Which
is
BeTer
Mr
HIPPO?
CTR
for
one
on
the
leV
is
almost
4x
beTer
23
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24. 24
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25. Principle
4
Many
Small
Experiments
over
A
Few
Large
Bets
26
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26. Coca-­‐Cola
Content
2020
Part
Two
27
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27. Principle
5
Individuals
and
Interac;ons
over
One-­‐size-­‐fits-­‐all
28
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28. 29
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29. Hubspot
Smart
CTAs
30
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30. Principle
6
Collabora;on
over
Silos
and
Hierarchy
31
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31. The Oreo graphic was "designed, captioned and approved within
minutes," according to Sarah Hofstetter, president of the cookie
brand's digital agency of record, Dentsu-owned 360i. All the decisions
were made in real time quickly because marketers and agency
members were sitting together at a "mission control" center, or a
social-media war room of sorts ...
32
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32. Co-­‐loca;on
of
cross-­‐func;onal
teams
Production
PM + BI
Content
Design
SEO, other channels
©
Menlopics:
hTp://www.flickr.com/photos/menlopics/7593441874/ Hat tip to Jonathon Coleman for this slide
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33. Principle
0
Remarkable
Customer
Experiences
34
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34. 35
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35. Inspira;on:
ScoT
Brinker 36
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36. Process
37
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37. Scrum Process
Daily Scrum
24 hours
2-4 weeks Results
Marketing Sprint Sprint Review
Planning Sprint &
Backlog
Session Retrospective
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38. The
Daily
Scrum
1
What did you do yesterday?
2
What will you do today?
3
Is anything in your way?
43
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39. User
Story
As
a
[role],
I
want
to
[task],
so
that
I
can
[goal
or
benefit]
39
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40. 40
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41. 41
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42. 41
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43. Trello
with
Scrum
Extension
42
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44. People
45
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45. Hiring
Agile
Marketers
• Comfortable
with
change,
ambiguity
• Comfortable
with
technology
• Customer-­‐Focused
• Hugely
produc;ve
• Risk-­‐taker
• Accepts
transparency
and
data
• Proac;ve
47
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46. hTp://blog.hubspot.com/blog/
tabid/6307/bid/13787/Quiz-­‐Are-­‐
You-­‐a-­‐Modern-­‐Marke;ng-­‐Superstar-­‐
Infographic.aspx
46
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47. 48
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48. 49
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49. Who’s
Doing
Agile?
50
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50. Resources
• hTp://www.agilemarke;ng.net
• hTp://www.agilemarke;ngmanifesto.org
• hTp://www.chiefmartec.com
• hTp://www.agilemarke;ngblog.com
53
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51. Q&A
52
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52. THANK
YOU
Jim Ewel
jim@agilemarketing.net
@jimewel
www.agilemarketing.net
Thursday, March 14, 13