agile marketing by frank days - agile maine day 2016
TRANSCRIPT
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Five Trends in Agile Marketing in 2016
Frank DaysTech Marketing VP AgileMarketingBlog.comCohost Marketing Agility Podcast
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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
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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
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Rebranding Agile
Credit: Scott BrinkerChief Marketing Technologist
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Agile Marketing Trend is Positive
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Still a Niche Idea
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From over 30 interviews
Since April 2011
Interviewed pioneers
Started slow
More momentum today
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1. Quants are taking over marketing
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Many old tricks don’t work any more
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More data and better real-time analytics
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Marketing mix is increasingly digital
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Forced to test more before diving in
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Can’t always tell what content will succeed…
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Or this old content…
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Less certainty about how things spread
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2. Marketing and more like software development
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Demos & Videos
Downloads
Modern marketing architecture
Site Traffic
‘Actions’ on Site
Leads
Search Engines SEO & PPCContent
PR & Partners
Marketo SalesForce Sales
ProspectEmail
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3. Marketers are less dogmatic about Agile
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Some things might never go Agile
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Long lead times tasks Events
Media buying
User conferences
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Burndowns are infrequent
Image: Wikipedia
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Other marketing Agile observations Product owner and scum master the same
Some using user stories
More frequently smaller, tech companies
More common in digital/demand gen team
Some waterfall remains
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4. Many using hybrid models Kanban
Scrumban
Lean
Growth hacking
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Marketing adoption of Agile
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5. Agencies are beginning to embrace Agile
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Agencies are traditionally waterfall…
Statements of work
Creative briefs
Risk reward balance
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Waterfall prevents bad client behavior
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The New Agile Agency No creative briefs
Sprint-based pricing
Create integration and transparency
Increased responsiveness
Better results
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Personal experiences
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What is working for my team Transparent objectives/priorities
Adaptive attitude/responsiveness
Low overhead
Team cohesion
Making it happen
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Personal worst practices in Agile Things we could do better
No post it notes Bad at sizing Lazy burndowns Retrospective and planning in one step
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Attend an Agile Marketing meetup San Francisco
Boston
Seattle
China
Many more
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Required Reading
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Let’s connect Frank Days [email protected] @tangyslice Agilemarketingblog.com Marketing Agility Podcast on iTunes