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