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Lean Marketing:Agile Techniques &Collaboration Tools Host: Lynn McLeod    Market Architects
Why lean?“Too many traditional marketers plan big campaigns, spending big bucks, only to search at the end for favorable d...
What’s agile marketing?   A high-communication,   low documentation,   rapid iteration process,   designed to provide freq...
Why agile?•  Focus•  Competitive advantage•  Capital-efficiency - achieve more with   less waste of time and money•  Predi...
Key takeawayResults > Process
Start with an Agile Manifesto•  Your marketing team’s values and principles –   how do you work together?•  Example, Sprin...
Experiment w/ team structure                      Thanks to:
Use agile process [what is “Scrum”?]                           •      3 Roles                                   –    Produ...
Use agile tools [what is Kanban?]Cheap and easy:           Cloud tools:whiteboard and stickies   esp. for virtual teams, e...
Do you have a collaborative          environment?•  Co-location when possible [Yahoo! joke here ]   –  Google hangouts fo...
Share marketing dashboards“..at-a-glance view…how marketinginitiatives increasecustomer acquisition,retention and share of...
Agile budgets [this is tough]•  Base budgets on results•  Revenue = $ new + $ existing customers  –  A = your average acqu...
Quick wireframe toolsBalsamiq.com
Landing page testing tools
Resources•  Blogs:    –  www.agilemarketing.net•  Kit:    –  www.hubspot.com/modern-marketing-team-kit/•  Meetup:    –  ht...
Final thought  Don’t start with a task list.Do start with the end in mind.
Thanks for your interest!          Lynn McLeod        Market Architects         @mktarchitects  linkedin.com/in/lynnmcleod/
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Lean Marketing: Techniques & Tools - Lynn McLeod

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Lynn McLeod shares how high communications, low documentation, and rapid iteration produces relevant, measurable, highly successful marketing program.s

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Transcript of "Lean Marketing: Techniques & Tools - Lynn McLeod"

  1. 1. Lean Marketing:Agile Techniques &Collaboration Tools Host: Lynn McLeod Market Architects
  2. 2. Why lean?“Too many traditional marketers plan big campaigns, spending big bucks, only to search at the end for favorable data to justify all that money spent. ” Jim Ewel, agilemarketing.net
  3. 3. What’s agile marketing? A high-communication, low documentation, rapid iteration process, designed to provide frequent, relevant and measurable marketing programs. IDC, Agile Principles and Practices, 2010
  4. 4. Why agile?•  Focus•  Competitive advantage•  Capital-efficiency - achieve more with less waste of time and money•  Predictability•  Adaptability - media and technology evolving rapidly•  & marketing becoming similar to s/w dev
  5. 5. Key takeawayResults > Process
  6. 6. Start with an Agile Manifesto•  Your marketing team’s values and principles – how do you work together?•  Example, SprintZero, June 2012 SF We are discovering better ways of creating value for our customers through new approaches to marketing. Through this work, we have come to value: •  Validated learning over opinions and conventions •  Customer focused collaboration over silos and hierarchy •  Adaptive and iterative campaigns over Big-Bang campaigns •  The process of customer discovery over static prediction •  Flexible vs. rigid planning •  Responding to change over following a plan •  Many small experiments over a few large bets
  7. 7. Experiment w/ team structure Thanks to:
  8. 8. Use agile process [what is “Scrum”?] •  3 Roles –  Product Owner speaks for the customer & company –  ScrumMaster manages the process –  Team is self-organizing, cross-functional •  Team works on short sprints based on a backlog of prioritized, point- weighted user stories •  15 min. standup meeting every morning: –  What I did yesterdayScrum = an agile project –  What I’m going to do today –  What is blocking my progress, if management process anything •  Burn down chart tracks velocity •  After each sprint, review and apply what you learned  
  9. 9. Use agile tools [what is Kanban?]Cheap and easy: Cloud tools:whiteboard and stickies esp. for virtual teams, ex: Trello, Asana, Kanban Tool, Pivotal Tracker, +hundreds to choose from
  10. 10. Do you have a collaborative environment?•  Co-location when possible [Yahoo! joke here ] –  Google hangouts for virtual teams•  Kill the cubes –  “Kitchen table” style –  Workgroup areas, booths•  Provide noise-canceling headphones•  Examples - http://pinterest.com/ centraldesktop/collaborative-spaces/
  11. 11. Share marketing dashboards“..at-a-glance view…how marketinginitiatives increasecustomer acquisition,retention and share ofwallet.” - Laura Patterson, VisionEdge[random sample fromGoogle search ]
  12. 12. Agile budgets [this is tough]•  Base budgets on results•  Revenue = $ new + $ existing customers –  A = your average acquisition cost –  R = your avg retention &up/cross sell costs –  Mktng budget = A(#new cust) + R(# curr cust)•  You need to learn A & R, monitor mix•  Flexible model, adaptable•  Focus on hard results, not soft goals
  13. 13. Quick wireframe toolsBalsamiq.com
  14. 14. Landing page testing tools
  15. 15. Resources•  Blogs: –  www.agilemarketing.net•  Kit: –  www.hubspot.com/modern-marketing-team-kit/•  Meetup: –  http://www.meetup.com/San-Francisco-Agile-Marketing/
  16. 16. Final thought Don’t start with a task list.Do start with the end in mind.
  17. 17. Thanks for your interest! Lynn McLeod Market Architects @mktarchitects linkedin.com/in/lynnmcleod/
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