Rob Kingyens
Chief Marketing & Technology Officer
eCornell, Cornell University | ecornell.com
How Agile Can Transform
Your Marketing Strategy
•  Why are Marketers Adopting Agile?
•  Case Study of Agile Marketing in P...
Why are Marketers
Adopting Agile?
Why Organizations Worldwide are
Adopting Agile Marketing at a Rapid Pace
Marketing is Changing Dramatically
Increased Complexity, Dynamic Change
Source: Gartner Group, Digital Marketing Transit M...
Source: Adapted from Forrester Research, Inc.
The Marketing Funnel has Changed
From Simple to Complex
Awareness Considerat...
The Digital, Connected Student
The Student has Dramatically Changed
The Student has Dramatically Changed
Source: Forrester Research, Inc.
The Always Connected, Empowered Student
Marketing Channels are Rapidly Changing
Source: The Conversation Prism, conversationprism.com; Jason Howie
Hundreds of Cha...
Technology is Changing Marketing
CRM, Social Listening, Automation, Analytics…
Sources: Forbes, Gartner, Experian
…and Don’t Forget the MOOCs
Thousands of Free Courses, Millions of Students
Sources: chronicle.com, Forbes, Mixergy
The Marketing Plan Must Change
Plans Can’t Anticipate Rapid Change
It’s Overwhelming to
be a Marketer Today
Source: Gartner Group, Digital Marketing Transit Map
How do You Respond to Consta...
Agile Marketing
An Iterative Approach to Marketing
that Responds to the Rapid Changes
Small Bets over Big Bangs
✔ Adaptive, Iterative Campaigns ✖ Big Bang Campaigns
✔ Many, Small Experiments ✖ Few, Large Bets...
1.  Failure is okay on short scales
2.  Failure is not okay on large scales
3.  Try new things all the time
4.  If you’re ...
Adapt to Iterative Marketing
Little Bets, Big Insights, Rapid Iteration
Big
Strategy
Big
Launch
Insight
Measure
Insight
In...
As a Marketing Strategy prospect,
I want to see actual student reviews
so that I can validate that others
have also achiev...
Agile Marketing Roles & Responsibilities
Scrum Master Product Owner
Represents the voice of the
student and stakeholders t...
5 Step
Agile Process
Overview
1
2
3 4
5
Agile Marketing
Applied
Agile Marketing in Practice
Agile Case Study:
Marketing Strategy Program
Applying an Iterative Approach to Drive Enrollments
Insight
Little
Strategy
P...
Iteration 1 of 6: Lean Canvas
Customer and Market Validation
Source: Adapted from Leancanvas.net, Steve Blank
Problem
Stud...
Iteration 2 of 6: Web Page Redesign
Source: ecornell.com/certificates/marketing/marketing-strategy/
New Branding and Messa...
Source: ecornell.com/certificates/marketing/marketing-strategy/
New Branding and Messaging to Support the Lean Canvas
Iter...
Iteration 2 of 6: Landing Page Redesign
Source: ecornell.com/certificates/marketing/marketing-strategy/
Messaging to Suppo...
Source: ecornell.com/certificates/marketing/marketing-strategy/
186% Increase in Enrollments
Iteration 2 of 6: Landing Pag...
Iteration 3 of 6: Social Proof
Highest Click %
Customer Ratings, Testimonials, and Videos
Iteration 4 of 6: Pricing Variations
A/B Testing to Gain Insights on Student Engagement
Audience
Divided in
Thirds
$3,600
...
Conversion Rate: 
Request Info:
Chat/Email/Call: 
Watched Video: 
10.31%
4.87%
4.37%
3.44%
Conversion Rate: 
Request Info:...
Iteration 6 of 6: Implement Payment Plans
Empower the Customer Decision Journey
Where to Start
Agile Marketing in
Your Organization
Tips & Tricks to Get Started Quickly
1
2
3 4
5
Start to
Apply the
Agile Process
Change the Culture
Source: VersionOne 6th Annual State of Agile Survey
Agile Marketing Requires Culture Change
52%
Inabili...
Drive to Outcomes over Speed
“We have to be careful that we don’t let all
this great activity… lull us into thinking that
...
Key Takeaways for Agile Success
Source: Adapted from http://fcw.com/articles/2012/07/31/gao-agile-best-practices.aspx
1. C...
Don’t Just Do Agile, Be Agile
Embrace Change to Drive Positive Culture and Outcomes
Insight
Little
Strategy
Plan
Design
La...
Thank You!
Rob Kingyens
Linkedin.com/in/robkingyens
blog.ecornell.com
Upcoming SlideShare
Loading in...5
×

How and Why eCornell Does Agile Marketing

3,790

Published on

The concepts of Agile Marketing and Data-Driven Marketing are becoming increasingly popular in response to the rapidly changing marketing landscape. Marketing teams are scrumming, sprinting and pivoting with a renewed energy to improve speed, transparency and adaptability of their strategies. The ability to make smart decisions quickly and repeatedly has shown that it is not just limited to the software industry, but is applicable to all industries; including higher education and learning organizations.

Published in: Education, Business

How and Why eCornell Does Agile Marketing

  1. 1. Rob Kingyens Chief Marketing & Technology Officer eCornell, Cornell University | ecornell.com
  2. 2. How Agile Can Transform Your Marketing Strategy •  Why are Marketers Adopting Agile? •  Case Study of Agile Marketing in Practice •  Where to Start Agile Marketing in Your Organization
  3. 3. Why are Marketers Adopting Agile? Why Organizations Worldwide are Adopting Agile Marketing at a Rapid Pace
  4. 4. Marketing is Changing Dramatically Increased Complexity, Dynamic Change Source: Gartner Group, Digital Marketing Transit Map
  5. 5. Source: Adapted from Forrester Research, Inc. The Marketing Funnel has Changed From Simple to Complex Awareness Consideration Preference Action Loyalty Peer Review Alternatives Content Recommendations Students Influencers
  6. 6. The Digital, Connected Student The Student has Dramatically Changed
  7. 7. The Student has Dramatically Changed Source: Forrester Research, Inc. The Always Connected, Empowered Student
  8. 8. Marketing Channels are Rapidly Changing Source: The Conversation Prism, conversationprism.com; Jason Howie Hundreds of Channels and Touchpoints
  9. 9. Technology is Changing Marketing CRM, Social Listening, Automation, Analytics… Sources: Forbes, Gartner, Experian
  10. 10. …and Don’t Forget the MOOCs Thousands of Free Courses, Millions of Students Sources: chronicle.com, Forbes, Mixergy
  11. 11. The Marketing Plan Must Change Plans Can’t Anticipate Rapid Change
  12. 12. It’s Overwhelming to be a Marketer Today Source: Gartner Group, Digital Marketing Transit Map How do You Respond to Constant, Rapid Change?
  13. 13. Agile Marketing An Iterative Approach to Marketing that Responds to the Rapid Changes
  14. 14. Small Bets over Big Bangs ✔ Adaptive, Iterative Campaigns ✖ Big Bang Campaigns ✔ Many, Small Experiments ✖ Few, Large Bets ✔ Real-time, Flexible Planning ✖ Fixed, Rigid Planning ✔ Respond to Change ✖ Following a Plan ✔ Customer-focused Collaboration ✖ Silos, Opinions, and Conventions Source: agilemarketingmanifesto.org
  15. 15. 1.  Failure is okay on short scales 2.  Failure is not okay on large scales 3.  Try new things all the time 4.  If you’re not failing, you’re not trying Learn to Fail Fast with Little Bets Sources: Mathew Sweezey, Pardot; Peter Sims, Little Bets, Wayne Gretzky “You Miss 100 Percent of the Shots You Never Take”
  16. 16. Adapt to Iterative Marketing Little Bets, Big Insights, Rapid Iteration Big Strategy Big Launch Insight Measure Insight Insight Little Strategy Plan Design Launch Measure Iteration Insight 0d 15d 30d 45d 60d 75d 90d Big Strategy Big Launch Measure Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight
  17. 17. As a Marketing Strategy prospect, I want to see actual student reviews so that I can validate that others have also achieved my personal learning goals and career objectives. 1 5 Step Agile Process Overview 2
  18. 18. Agile Marketing Roles & Responsibilities Scrum Master Product Owner Represents the voice of the student and stakeholders to ensure that the team understands and delivers value. Ensures that team members have what they need to complete tasks with the highest degree of accuracy and quality. Self-organizing teams that determine the best way to complete the work to meet objectives and deliver value. Team Members
  19. 19. 5 Step Agile Process Overview 1 2 3 4 5
  20. 20. Agile Marketing Applied Agile Marketing in Practice
  21. 21. Agile Case Study: Marketing Strategy Program Applying an Iterative Approach to Drive Enrollments Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight
  22. 22. Iteration 1 of 6: Lean Canvas Customer and Market Validation Source: Adapted from Leancanvas.net, Steve Blank Problem Student Segments Unique Value Proposition Solution Key Metrics Unfair Advantage Channels Cost Structure Revenue Streams
  23. 23. Iteration 2 of 6: Web Page Redesign Source: ecornell.com/certificates/marketing/marketing-strategy/ New Branding and Messaging to Support the Lean Canvas
  24. 24. Source: ecornell.com/certificates/marketing/marketing-strategy/ New Branding and Messaging to Support the Lean Canvas Iteration 2 of 6: Web Page Redesign
  25. 25. Iteration 2 of 6: Landing Page Redesign Source: ecornell.com/certificates/marketing/marketing-strategy/ Messaging to Support the Lean Canvas, Responsive Design
  26. 26. Source: ecornell.com/certificates/marketing/marketing-strategy/ 186% Increase in Enrollments Iteration 2 of 6: Landing Page Redesign
  27. 27. Iteration 3 of 6: Social Proof Highest Click % Customer Ratings, Testimonials, and Videos
  28. 28. Iteration 4 of 6: Pricing Variations A/B Testing to Gain Insights on Student Engagement Audience Divided in Thirds $3,600 One-time Payment A B C $514/mth 7 Monthly Payments $257/mth 14 Monthly Payments
  29. 29. Conversion Rate: Request Info: Chat/Email/Call: Watched Video: 10.31% 4.87% 4.37% 3.44% Conversion Rate: Request Info: Chat/Email/Call: Watched Video: 12.75% (+23.71%) 8.21% (+68.73%) 4.90% (+25.81%) 4.32% (+23.71%) Conversion Rate: Request Info: Chat/Email/Call: Watched Video: 15.19% (+47.34%) 9.71% (+99.46%) 5.69% (+30.23%) 4.58% (+33.21%) Iteration 5 of 6: Pricing Test Analysis Data-Driven Analysis and Decision Making 30d $3,600 One-time Payment A B C $514/mth 7 Monthly Payments $257/mth 14 Monthly Payments
  30. 30. Iteration 6 of 6: Implement Payment Plans Empower the Customer Decision Journey
  31. 31. Where to Start Agile Marketing in Your Organization Tips & Tricks to Get Started Quickly
  32. 32. 1 2 3 4 5 Start to Apply the Agile Process
  33. 33. Change the Culture Source: VersionOne 6th Annual State of Agile Survey Agile Marketing Requires Culture Change 52% Inability to Change Organizational Culture 31% Lack of Management Support 41% General Resistance to Change
  34. 34. Drive to Outcomes over Speed “We have to be careful that we don’t let all this great activity… lull us into thinking that we’re accomplishing our goals just because we’re moving so much from the Sprint backlog column into the done column.” - Matt Heinz, Heinz Marketing Avoid Losing Sight of the Big Picture while Being Agile
  35. 35. Key Takeaways for Agile Success Source: Adapted from http://fcw.com/articles/2012/07/31/gao-agile-best-practices.aspx 1. Continually Drive Agile Adoption 2. Quickly Address Impediments 3. Acquire Student and Stakeholder Feedback 4. Empower Small Teams to Own Outcomes 5. Demonstrate Valuable Outcomes 6. Use Tools and Metrics 7. Track Progress Daily and Openly 8. Perform Retrospectives
  36. 36. Don’t Just Do Agile, Be Agile Embrace Change to Drive Positive Culture and Outcomes Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight Little Strategy Plan Design Launch Measure Iteration Insight
  37. 37. Thank You! Rob Kingyens Linkedin.com/in/robkingyens blog.ecornell.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×