Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

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My deck from Oredev 2013 in Malmo Sweden. I presented the state of Agile in marketing. Is it Agile Marketing or Agile in Marketing? This is the question.

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Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

  1. 1. REBRANDING AGILE: HOW MARKETERS ARE CHANGING  THE WAY THEY WORK FOR REAL-TIME WORLD Frank Days Tech Marketing VP AgileMarketingBlog.com Cohost Marketing Agility Podcast
  2. 2. New category of influencers
  3. 3. Modern marketing architecture Search Engines SEO & PPC Site Traffic Email Prospect Demos & Videos Downloads ‘Actions’ on Site Leads Marketo SalesForce Sales
  4. 4. More data and better real-time analytics
  5. 5. Many old tricks don’t work any more
  6. 6. Marketing mix is increasingly digital
  7. 7. A tale of three marketers The CMO The Media The Agency Man
  8. 8. Meet the Chief Marketing Officer 
  9. 9. Life of a CMO  Responsible for entire marketing mix  Often more creative than quantitative  Sits at table with C-levels  Ave tenure: < 4 years  Up from < 2 year in 2009
  10. 10. Held more accountable than ever
  11. 11. Conversation is always happening
  12. 12. Less certainty about how things spread
  13. 13. Forced to test more before diving in
  14. 14. Meet the media 
  15. 15. Bad news: mass media is d
  16. 16. Fragmentation of media  100’s of cable/satellite channels  Dozens of relevant social channels  And your existing “old media” channels
  17. 17. Good news: content is still king “$118.4 billion will be spent on content marketing, video marketing, and social media in 2013” - eMarketer “27,000,000 pieces of content are shared everyday.” - AOL and Nielson “Content creation is ranked as the single most effective SEO technique” - Marketing Sherpa “80% of business decision makers prefer to get company information in a series of articles versus an advertisement.” - Content Marketing Institute
  18. 18. Convergence of mass and social media
  19. 19. Meet The Ad man 
  20. 20. The agency  Many essential functions  Advertising  Design  Media buying  Public relations  Social media  Customer relationship management  Database and analytics
  21. 21. Waterfall protects margins
  22. 22. Waterfall prevents bad client behavior
  23. 23. Agile marketing to the rescue 
  24. 24. Rebranding Agile Credit: Scott Brinker Chief Marketing Technologist
  25. 25. Why I care about Agile? As a tech CMO • • • Need to be responsive, transparent and adaptive Never liked marketing plans Short shelf life for marketing plans
  26. 26. As an senior executive… Results matter more than documentation so I need a lightweight approach
  27. 27. And making interesting connections The communications overhead for a project increases as the size of the team grows - The Mythical Man Month, 1975
  28. 28. Interviews with Leaders  Since April 2011  Interviewed pioneers  Too early  Lots of chasing  Many renegades
  29. 29. Agile Marketing Milestones  2010  IDC creates first real report on Agile Marketing  Marketing Agility Podcast  2011  Sprint Zero Meetup in San Francisco  Agile marketing manifesto  2012  Pundits come out of woodwork  2013  Agile Marketing meetups gain traction
  30. 30. Agile marketing meetups  San Francisco  Boston  Seattle  China  Many more
  31. 31. State of Agile in Marketing 
  32. 32. 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
  33. 33. Marketing adoption of Agile
  34. 34. Marketers often talk about little “a” agile (not big “a” Agile)
  35. 35. Less dogmatic
  36. 36. All are using sprints Image: Wikipedia
  37. 37. Scrums frequency vari
  38. 38. Burndowns are infrequent Image: Wikipedia
  39. 39. Other observations  Product owner and scum master the same  Some using user stories  More frequently small tech companies  More common in digital/demand gen team  Some waterfall remains  Some interesting innovations
  40. 40. Challenges 
  41. 41. Marketers are storytellers
  42. 42. Long lead times tasks  Events  Media buying  User conferences
  43. 43. Branding and product marketing less dynamic
  44. 44. Talent level  “Waterfall protects the weak”  Smarter people can adapt and adjust  Need people who can handle uncertainty Image: Wikipedia
  45. 45.  Agile marketing or marketing with agile?
  46. 46. Transitions  Ecommerce/dotcom became multichannel retail  Web 2.0/social media marketing becoming content marketing  When will Agile marketing become Agile?
  47. 47. How Agile helps marketers  Adaptive for increasing uncertain channels  Transparent process  Make team more effective by focusing
  48. 48. Agile Marketers Rockstars  Scott Brinker, CEO, Ion Interactive  John Cass, Cohost Marketing Agility Podcast  Jonathan Colman, Principal Experience Architect at REI  Frank Days, Tech CMO and agilemarketingblog.com  Jim Ewel, CEO, In Demand Interpreting  Jascha Kaykas-Wolf, CMO Mindjet  David Quinn, Director of Communications, EMC  Neil Perkin, Only Dead Fish  Mike Volpe, CMO Hubspot
  49. 49. Let’s connect  Frank Days  fmdays@tangyslice.com  @tangyslice  Tangyslice.com  Agilemarketingblog.com  Agile Marketing Group on Facebook  Marketing Agility Podcast on iTunes

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