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Screw	  	  This.	  
 What	  is	  agile	  	  marke3ng?	  	  A	  high-­‐communica-on,	  low-­‐documenta-on,	  rapid	  itera-on	  process	  desig...
Marke3ng	  IT	  
Marke-ng’s	  percep-ons	  of	  IT:	  IT	  is	  the	  department	  of	  “no.”	  IT	  doesn’t	  speak	  marke-ng’s	  languag...
IT’s	  percep-ons	  of	  marke3ng:	  
agile	  |	  tradi3onal	  Validated	  learning	  |	  opinions	  &	  conven-ons	  Customer	  focused	  collabora3on	  |	  si...
 “It’s	  not	  the	  strongest	  of	  the	  species	  that	  survive,	  nor	  the	  most	  intelligent,	  but	  the	  one	...
Thank	  you!	                          Eric	  Sangerma	  esangerma@webagecorp.com	  www.ericsangerma.com	  www.twiKer.com/...
resources	  	  	  	  Agile	  Marke3ng	  Blog	  hNp://www.agilemarke-ng.net/	  Jim	  Ewel’s	  blog	  	  ScoK	  Brinker’s	  ...
AGILE         PROCESS &              WORKFLOW©	  magia3e:	  hNp://www.flickr.com/photos/magia3e/6236962059/	  
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
Agile Marketing, Not a Fad, a Necessity
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Agile Marketing, Not a Fad, a Necessity

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This is the deck from my presentation at the Agile/Scrum User Group Meetup in Shanghai on September 26th 2012.
I introduced the reasons why I'm starting to use Agile Principles for marketing purposes within our Web Agency.

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Transcript of "Agile Marketing, Not a Fad, a Necessity"

  1. 1. Screw    This.  
  2. 2.  What  is  agile    marke3ng?    A  high-­‐communica-on,  low-­‐documenta-on,  rapid  itera-on  process  designed  to  provide  more  frequent,  more  relevant,  and  highly  measureable,  marke-ng  programs…  the  goals  are  speed  and  innova-on   Gerry Murray, IDC Agile Principles & Practices
  3. 3. Marke3ng  IT  
  4. 4. Marke-ng’s  percep-ons  of  IT:  IT  is  the  department  of  “no.”  IT  doesn’t  speak  marke-ng’s  language.  IT  isn’t  concerned  with  the  customer.   Mastering  Customer  Data—A  CIO  Impera5ve,  Forrester  Research  July  2011  
  5. 5. IT’s  percep-ons  of  marke3ng:  
  6. 6. agile  |  tradi3onal  Validated  learning  |  opinions  &  conven-ons  Customer  focused  collabora3on  |  silos  &  hierarchy  Adap3ve  &  itera3ve  |  big  bang  campaigns  Customer  discovery  |  sta-c  predic-on  Flexible  |  rigid  planning  Responding  to  change  |  following  a  plan  Many  small  experiments  |  a  few  large  bets    
  7. 7.  “It’s  not  the  strongest  of  the  species  that  survive,  nor  the  most  intelligent,  but  the  one  most  responsive  to  change”   Charles Darwin
  8. 8. Thank  you!   Eric  Sangerma  esangerma@webagecorp.com  www.ericsangerma.com  www.twiKer.com/ericsangerma  
  9. 9. resources        Agile  Marke3ng  Blog  hNp://www.agilemarke-ng.net/  Jim  Ewel’s  blog    ScoK  Brinker’s  Blog:  hNp://www.chiefmartec.com/    HubSpot’s  Agile  Marke3ng  Presenta3on  hNp://www.slideshare.net/HubSpot/agile-­‐for-­‐marke-ng-­‐final        Agile  Marke3ng  Topic  on  Quora  hNp://www.quora.com/Agile-­‐Marke-ng  What  physical  tools  are  you  using  to  prac-ce  Agile  Marke-ng?  hNp://www.quora.com/What-­‐physical-­‐tools-­‐do-­‐you-­‐use-­‐to-­‐run-­‐your-­‐agile-­‐marke-ng-­‐mee-ngs    Greg  Meyer’s  Posts  on  Agile  Marke3ng  hNp://gregmeyer.wordpress.com/?s=agile+marke-ng      Len  NeU’s  Agile  MARKETING  Mix  hNp://www.scoop.it/t/agile-­‐marke-ng-­‐mix      Awesome  SEOMoz  WBF:  hNp://www.seomoz.org/blog/agile-­‐marke-ng-­‐whiteboard-­‐friday    Jon  Coleman  Deck  from  Moz  Con  (Most  of  the  inspira3on  and  some  of  my  slides  come  from  this  great  presenta3on):  hNp://www.slideshare.net/jcolman/agile-­‐marke-ng-­‐4-­‐principles-­‐and-­‐13-­‐hacks-­‐seomoz-­‐mozcon-­‐2012      
  10. 10. AGILE PROCESS & WORKFLOW©  magia3e:  hNp://www.flickr.com/photos/magia3e/6236962059/  
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