agile: handle with care
TRANSCRIPT
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Everybody’s talking about
“Agile marketing”
But what does it mean?
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The term comes from software development
processes.
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Agile development is an iterative team-based approach.
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That makes it easier to respond to market shifts. Customer demands. And competitor moves.
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Because you’re always refining.
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Versus waiting for everything to be perfect.
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Can you imagine waiting a year or more for “the new release?”
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Only to find the market has changed. Your business needs have changed.
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Explain that to your customers.
Your boss. The Street.
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That’s how it used to be done. Really.
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It was called “waterfall development.”
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Waterfalls are a steady, staged process where everything flows neatly from the original idea to the final product.
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They can save time and money.
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And they did.
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If you worked in a perfectly structured environment.
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But who does
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Because perfect is a myth.
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“69% of B2B marketing leaders say that conditions change too quickly to keep
plans current.”
Forrester
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There had to be a better way
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It’s called agile. And it makes sense. So the experts created a manifesto.
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The Agile Manifesto believes in:
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
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Agile became the standard. Not just for developers.
But marketers, too.
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“Don’t wait for the perfect moment. Take the moment and
make it perfect.”
Tiny Buddha
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We think it’s time to embrace: “The CMO Agile Manifesto”
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The CMO Agile Manifesto Applies business intelligence to:
Analyze, automate and aggregate campaign performance
Continuously test and refine campaigns in real time
Map and shorten the customer journey
Deliver personalized customer experiences
Boost loyalty and conversions
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Agile marketing empowers you to reach your customer where ever they are.
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With exactly what they want.
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On their terms.
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This creates trust and builds loyalty.
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“In the next five years, test-and-learn will become embedded in marketing work. You will create a bit of content, put it out there, get real-time feedback from customers and
put out the next little bit.”
Aditya Joshi, Partner, Bain’s Customer
Strategy & Marketing practice
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Agile solves marketing’s most crucial problems.
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Problems such as…