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Intro to Agile Marketing Strategies


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Agile Marketing is a new community that emerged from the need to engage in more strategic digital marketing discussions surrounding sustainable integrated channel campaigns. The build-measure-learn feedback loop is now the new standard but we refuse sacrifice the visual aspect necessary to engage and attract consumers.

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Published in: Marketing, Technology, Business

Intro to Agile Marketing Strategies

  1. 1. A Quick Snapshot of…
  2. 2. The marketing plan is dead.
  3. 3. Who killed the marketing plan?
  4. 4. Dude… Your funnel is leaking.
  5. 5. Google’s Zero Moment of Truth (ZMOT)
  6. 6. Meet the connected customer.
  7. 7. What is Agile Management? An iterative and adaptive process where small, highly-collaborative teams work in a series of short cycles, incorporating rapid feedback, to deliver emergent solutions, emphasizing transparency among all stakeholders.
  8. 8. Driven by user stories. As a ____(role)_____, I want __(goal)___ so that I can __(benefit)__.
  9. 9. This is a predictive process, not an adaptive one.
  10. 10. Methodology
  11. 11. Benefits
  12. 12. Key Terms
  13. 13. Key Terms
  14. 14. Roles
  15. 15. T-shaped people.
  16. 16. Daily Stand-Up
  17. 17. 3 Questions for the Daily Stand-up: 1. What did I do yesterday? 2. What am I going to do today? 3. Are there any impediments in my way?
  18. 18. Inspect, adapt, repeat.
  19. 19. Reporting
  20. 20. Benefits of Becoming Agile 84% Ability to change priorities 77% Improved project visibility 75% Increased productivity 72% Improved team morale 71% Faster time-to-market Source: VersionOne 6th Annual State of Agile Survey
  22. 22. Multiplication of touchpoints.
  23. 23. Multiplication of content.
  24. 24. Multiplication of devices.
  25. 25. Data Multiplication.
  26. 26. Many marketing missions can be broken into discrete chunks for iteration and adaptation.
  27. 27. Predictive vs. Agile Web Programs
  28. 28. Agile Marketing Lifecycle
  29. 29. The Cynefin Framework (pronounced ku-nev-in)
  30. 30. This is complex.
  31. 31. This is complex.
  32. 32. This is complex.
  33. 33. Agile Marketing Values Individuals and interactions over processes and tools.
  34. 34. Agile Marketing Values Responding to change over following a plan.
  35. 35. Agile Marketing Values Remarkable customer experiences over formalized internal procedures.
  36. 36. Agile Marketing Values Testing and data over opinions and conventions.
  37. 37. Agile Marketing Values Many small experiments over a few large bets.
  38. 38. Agile principles have many advocates.
  39. 39. Why agile adoption fails: 52% Inability to change culture 39% General resistance to change 34% Lack of manager support Source: VersionOne 6th Annual State of Agile Survey
  40. 40. “To the uninitiated (and sometimes even to those in the industry), this way of working feels like barely controlled chaos.” February 2013
  41. 41. Challenge in a Complex Domain “Of primary concern is the temptation to fall back into traditional command-and-control management styles— to demand fail-safe business plans with defined outcomes.” – David J. Snowden and Mary E. Boone A Leader’s Framework for Decision Making
  42. 42. Is it worth it?
  43. 43. “Accelerated cycles, increased transparency, and teaming outside the typical organizational boundaries (both within and outside the company) will have great impact.” February 2013
  44. 44. Punctuated equilibrium.
  45. 45. Excessive self-promotion of the group. For those seeking more of the marketing truth…