Dear CMO,YOUR MARKETING PLAN IS

Dearcmo

Channels are blurring..Attribution is hard.

Working out your ROI is even harder.

Marketing doesn’t pass frombrainstormers to copywriters

to creatives to devs to PRs...

MARKETING ISa department

EVERYBODY

bigPLANS CAN’TADAPT changing

w rldto a

WHAT’S YOUR PLAN WHEN

“PINSTAGRAM 3.0”SHOWS UP?

HOW DO YOU KNOWWHAT YOUR CUSTOMERS

REALLY WANT?

marketing

HERE’S THE SOLUTION:

agileWhy?...

agileYOUR CUSTOMERS ARE

(my 12 month groceryshopping plan doesn’t exist!)

so put your customers

AT THE CENTERof your plansPLANNING

YOU NEED BUDGETAND RESOURCESFOR R&D today

in marketing TOMORROW....so you can conf dently invest

SO

TO INVEST

buildthecase

with data from manyexperimentssmall

BE BETTER ABLE TO HANDLE:

*big data

*Conf dently reacting to rapid

*Balancing risk, innovation & delivering ROI.

& technological advances.market changes

marketing

HERE’S WHAT

LOOKS LIKE...

agile

1budgetingagile

R&D builds

the caseto invest.

TIM FERRIS USED ADWORDSTO SPLIT-TEST HEADLINESAND PROVE DEMANDFOR HIS BOOK

It wasn’t his favourite title,but it’s the title his customers wanted.

APPSUMO SPENDS 20% OF THEIRMARKETING BUDGETexperimenting

experiments fail.86% of their

BUT WHEN AN EXPERIMENTDELIVERS POSITIVE ROI,THEY ASSIGN

TO IT

they don’t impose any limits.

When they f ndsomething that works,

unlimited budget

We proved the concept through data f rst.

DISTILLED USED LAUNCHROCK TO PROVE DEMAND FOR DISTILLEDU

We didn’t risk marketing budget for something that *might* have worked.

HAVE

2teamsagile

EVERYBODYis marketing.

37SIGNALS CYCLES THROUGH CUSTOMER SERVICE ON ROTATION

isn’t a department.Marketing

Marketing is EVERYBODY.

everyone

AIRBNB SENDS PHOTOGRAPHERS TO PHOTOGRAPH THEIR CUSTOMERS PROPRETIES

professionally photographedlistings receive an average of$1025 MORE PER MONTHAND 2.5 TIMES MORE BOOKINGS.

MIXCLOUD HAS NO MARKETING TEAMOR BUDGET

their

theirmarketing

AREUSERS

3processesmarketingagile

Repeatable processesBuild the case to invest

with small experiments

are assets

KICKSTARTER PROJECTSBUILD THE CASETO MAKE PRODUCTS

Kickstarter to convince bookdistributors to stock hisnew book in stores.

Seth Godin is even using

ZAPPOS HAS BUILTOVER 50,000 PRODUCT VIDEOS

They’ve built an asset(process)

(video content).that builds an asset

THREADLESSCUSTOMERS VOTE ON WHICH T-SHIRT DESIGNSGET PRINTED

37SIGNALS GRADUALLY UNVEILED NEW FEATURESOF BASECAMP ON THEIR BLOG

of comments that fed intotheir development process,

whilst also building buzz.

...generating HUNDREDS

BETABRAND RELEASES PRODUCT PAGES BEFORE THE PRODUCT BECOMES AVAILABLE TO GAUGE INTEREST

MIXCLOUD TEST IDEAS THROUGH BROKEN LINKSTO NEW PRODUCTS ONSITE, THEN MEASURES THE CLICKSthey use the results of these

on new and existing productstests to BUILD & ITERATE

THIS APPROACH WILL SAVEYOU FROM EXPENDING TIMEAND RESOURCES INVESTINGIN PRODUCTS & CHANNELSPEOPLE DON’T WANT

Read & implement theseagile marketing ideas

http://www.seomoz.org/blog/agile-marketing-whiteboard-friday

http://www.travisarnold.com/agile-marketing-manifestos/

http://www.agilemarketing.net/

http://www.chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile.html

http://www.distilled.net/blog/marketing-2/agile-marketing- calling-all-cmos-your-future-online-is-agile/

morething...one

nike fuelbands

NIKE HAVE JUST OPENEDTHE API FOR THEIRFUELBAND PRODUCT

NOW IMAGINEYOU’RE CMO OF

anyHEALTHINSURANCECOMPANY

with potential access to allthis user exercise data

2012 MARKETING PLAN

HANDLE THAT

?

HOW WOULD YOUR

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