getting started with agile marketing
TRANSCRIPT
GETTING STARTED WITH AGILE MARKETINGAnita M. Taylor@anitamtaylor
What we’ll cover Why all the fuss about agile? What is agile marketing? Case study: Hopscotch
Why all the fuss about agile?
Any of this painfully familiar?
Do more with less
What does marketing do all day?
I know you’re busy, but can you…
We need more leads
Everything’s changing and we need to keep up!
Agile marketing can help
Increase productivity
Make marketing work visible
Minimize disruptions
Drive leads
Understand customer needs and adapt to change
Agile marketing teams claim They get more done faster They work smarter, not harder They meet customers’ needs better They get more respect
What is agile marketing?
New way of working
Part Philosophy Part Project Management
Invented by software developers
Photo: Microsoft
Adapted by marketers
Agile terminology 101
Backlogall the stuff you need to do
Agile terminology 101
Sprinttime period you work on stuff (typically 1-
2 weeks)
Agile terminology 101
User storyway of considering the customer’s point of
view
Agile terminology 101
Story pointsway to estimate work
Agile terminology 101
Sprint planningchoosing what goes into sprint
Agile terminology 101
Scrum/Kanban/Scrumbanrules you follow to do sprint
Agile terminology 101
Boardsvisual representation of work
Agile terminology 101
Standup meetingsdaily check-in with team
Agile terminology 101
Retrospectivesmeeting to discuss how sprint went
Agile terminology 101
Velocity/Burndownways to measure success
Getting started Good: power &
control
Bad: big change to how you work
Ugly: planning & tracking
Case Study
Why we did it Startup with aggressive growth goals Small marketing team Too much time on fire drills Not enough time on high-value work
Our first steps1. Deciding how much time to spend on fire drills2. Coming up with 11 categories for our work3. Deciding how much time to spend on each4. Deciding which tasks went into first sprint5. Using a free whiteboard tool for our board
What our first board looked like
Our rookie mistakes
Overestimating what we could doPlan for a 6-hour workday, not 8
Our rookie mistakes
Thinking in hours, not effortStory points are remarkably consistent
Our rookie mistakes
Not breaking tasks downChunk your big projects into small tasks
Our rookie mistakes
Putting bottlenecks into sprintIf you’re waiting on something, it’s not
workable
Our rookie mistakes
Paying lip service to working togetherKeep stakeholders informed and give them a
say
What our board looks like now
How we keep management informed
Results
Agile sped up inbound marketing
This grew traffic, leads and customers
Resources Nuts and bolts
agilemarketingmanifesto.org agilemarketing.net
Video: roundtable featuring 4 marketers theagilemarketer.net/agile-marketing-roundtable-sept-
2016/ LinkedIN groups
linkedin.com/groups/2021748 linkedin.com/groups/8518711
