Frank Days presented on applying Agile principles and practices to marketing. He discussed how Agile marketing emerged in the 2010s as a way to make marketing more responsive, adaptive, and measurable. It involves rapid iteration, high communication, and low documentation. While some marketers only use small elements of Agile, others fully apply its principles like sprints, backlogs, and scrums. Agile helps content marketers adapt to changing digital channels and surfaces with more data and analytics. It provides a transparent process to make marketing teams more effective by focusing on priorities.
Rise and fall of Kulula.com, an airline won consumers by different marketing ...
Boston Content Marketing Forum July 2014 By Frank Days
1.
Boston Content Marketing Forum
Frank Days
Tech Marketing VP
AgileMarketingBlog.com
Cohost Marketing Agility Podcast
2. Why I care about Agile?
A career as a CMO in small, fast growing tech
companies
Need to be responsive and adaptive
Never liked marketing plans
Short shelf life for marketing plans
3. As an senior executive…
Results matter more than
documentation so I need a lightweight approach
5. Agile marketing is a high-
communication, low documentation,
rapid iteration process designed to
provide more frequent, more relevant
and highly measurable marketing
programs
- IDC, Agile Principles and Practices, 2010
8. Agile Marketing Milestones
2010
IDC creates first real report on Agile Marketing
Marketing Agility Podcast
2011
Sprint Zero Meetup in San Francisco
Agile marketing manifesto
2012
Pundits come out of woodwork
2013
Agile Marketing meetups gain traction
2014
Stories from real people really using Agile in marketing
11. The dominant design is emerging
for agile marketing
Small “a”:
Marketing faster
Real-time
Growth hacking
Lean marketing
Big “A”:
Applying Agile to marketing
From development
More responsive
More effective
12. Interviews with Leaders
Since April 2011
Interviewed pioneers
Lots of chasing
Many renegades
21. Other marketing Agile observations
Product owner and scum master the same
Some using user stories
More frequently small tech companies
More common in digital/demand gen team
Some waterfall remains
Some interesting innovations
22. What is working for my team
Transparent objectives/priorities
Adaptive attitude/responsiveness
Low overhead
Team cohesion
Making it happen
23. Personal worst practices in Agile
Things we could do better
No post it notes
No planning poker – accurate sizing
No burndown charts
No science fair
25. Good news: content is still king
“$118.4 billion will be spent on
content marketing, video
marketing, and social media in
2013”
- eMarketer
“80% of business decision makers
prefer to get company information in
a series of articles versus an
advertisement.”
- Content Marketing Institute
“Content creation is ranked as the
single most effective SEO technique”
- Marketing Sherpa
“27,000,000 pieces of content are
shared everyday.”
- AOL and Nielson
26. Demos & Videos
Downloads
Modern marketing architecture
Site Traffic
‘Actions’ on Site
Leads
Search Engines
SEO & PPC
Marketo SalesForce Sales
Prospect
Email
32. Life is short for a CMO
Responsible for entire marketing mix
Often more creative than quantitative
Sits at table with C-levels
Ave tenure: < 4 years
Up from < 2 year in 2009
45. How Agile helps content marketers
Adaptive for increasing uncertain channels
Transparent process
Make team more effective by focusing
46. Free Advice***
If you are not in charge
Start small – a single project
Things that look like software development
Areas with rapid change
Something with strongly measurable ROI
Talk with a developer who knows Agile
47. Agile Marketers Rockstars
Scott Brinker, CEO, Ion Interactive
John Cass, Cohost Marketing Agility Podcast
Jonathan Colman, Principal Experience Architect at REI
Frank Days, Tech CMO and agilemarketingblog.com
Jim Ewel, CEO, In Demand Interpreting
Jascha Kaykas-Wolf, CMO Mindjet
David Quinn, Director of Communications, EMC
Neil Perkin, Only Dead Fish
Mike Volpe, CMO Hubspot
48. Attend an Agile marketing meetup
San Francisco
Boston
Seattle
China
Many more
49. Let’s connect
Frank Days
fmdays@tangyslice.com
@tangyslice
Tangyslice.com
Agilemarketingblog.com
Agile Marketing Group on Facebook
Marketing Agility Podcast on iTunes