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How and Why eCornell Does Agile Marketing
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How and Why eCornell Does Agile Marketing

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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 ...

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.

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How and Why eCornell Does Agile Marketing How and Why eCornell Does Agile Marketing Presentation Transcript

  • 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 Practice •  Where to Start Agile Marketing in Your Organization
  • 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 Map
  • 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
  • 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 Channels and Touchpoints
  • 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 Constant, Rapid Change?
  • 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 ✔ Real-time, Flexible Planning ✖ Fixed, Rigid Planning ✔ Respond to Change ✖ Following a Plan ✔ Customer-focused Collaboration ✖ Silos, Opinions, and Conventions Source: agilemarketingmanifesto.org
  • 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”
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • Iteration 2 of 6: Web Page Redesign Source: ecornell.com/certificates/marketing/marketing-strategy/ New Branding and Messaging to Support the Lean Canvas
  • Source: ecornell.com/certificates/marketing/marketing-strategy/ New Branding and Messaging to Support the Lean Canvas Iteration 2 of 6: Web Page Redesign
  • Iteration 2 of 6: Landing Page Redesign Source: ecornell.com/certificates/marketing/marketing-strategy/ Messaging to Support the Lean Canvas, Responsive Design
  • Source: ecornell.com/certificates/marketing/marketing-strategy/ 186% Increase in Enrollments Iteration 2 of 6: Landing Page Redesign
  • 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 One-time Payment A B C $514/mth 7 Monthly Payments $257/mth 14 Monthly Payments
  • 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
  • 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% Inability to Change Organizational Culture 31% Lack of Management Support 41% General Resistance to Change
  • 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
  • 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
  • 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
  • Thank You! Rob Kingyens Linkedin.com/in/robkingyens blog.ecornell.com