Agile marketing can provide an answer. A new and iterative process that will introduce your innovations to market much faster because you will constantly measure and improve based on customer feedback. In this masterclass you will learn about the core principles of Agile in Marketing. What is it, why is it so necessary? How do you introduce agile marketing in your organization? We will introduce you to the various agile marketing frameworks. So that you will understand how you can accelerate and improve your daily digital marketing operation, but also how you can decide on new concepts or a new strategy.

1. Be Agile in Marketing,
‘Hit the ground running!’
Number8
Paul Ligtenberg
Willemijn Schneyder

2. Pleased to meet you!
The Loosehead Prop |
The Tighthead Prop |
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3. Let’s go digital…
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4. The world is confused
The world’s largest taxi company doesn’t own any cars.
The largest media company doesn't make content.
The largest retailer in the world doesn’t have any stock.
The biggest hotel doesn’t have any buildings or rooms.
The fastest growing bank doesn’t have any real money.
The largest phone company doesn't have any infra.
The worlds largest movie company doesn’t own theatres.
The biggest software company doesn't make its own apps.
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5. Three leverages that lead to…
User
centered
Technology
as a
leverage
Free
distribution
Intangible
assets
© Number8 adaptatie ©O.Mohout
User
centered
Outcome focused
lean development

6. …business agility.
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7. Agile brings better results…
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8. Bringing Agile in Marketing
improves & fastens for increased commercial
growth with highly collaborative teams.
…in three different areas.
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Agile in itself a methodology to organize
work & people.

9. Agile Umbrella
Agile is a tailor-made suit
Do whatever! (0)
Kanban
Kanban
Scrum
Lean
start-up
Customer
development
RUPXP
FDD
Agile
modelling
Kanban (3)
Scrum
Customer development
XP (13)
RUP (120)
Agile modelling
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10. CREATE AN AGILE THAT FITS
What methods works for you depends on:
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11. FUNDAMENT 1 | TRANSPARENCY
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12. FUNDAMENT 2 | ITERATIONS
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13. Every iteration in Agile produces…
“A framework within which people can address complex
adaptive problems, while productively and creatively
delivering products of the highest possible value.”
Jeff Sutherland & Ken Schwaber
divide & inspect Improve & learn open & share
Learning by doing
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14. FUNDAMENT 3 | …an MVP
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15. FUNDAMENT 4 | AUTONOMY
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16. FUNDAMENT 5 | CUSTOMER
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17. FUNDAMENT 6 | METRICS
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18. Now a deep dive Agile in Marketing

19. Agile organisation values
Kill the hippo, leave your office and get to
know your (potential) customer.
Organize yourself around ‘customer
delivery’. Lose agile marketing!
No more LTPs or plateaus. Create a
strong vision, a clear mission, a unique
brand strategy, but no books on 2025.
Validated learning over opinions
and conventions
Customer focused collaboration
over silos and hierarchy
Responding to change over
following a plan
1
2
3

20. Validated learning & IDEO

21. From silos to multifunctional teams
Plaatje met case over multi functioneel team volgt

22. Live & deliver your brand
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23. Agile operation values
No more market research but continuous
& real-time insights in the journeys.
Not the agency with the perfect
campaign but many MVC’s.
No more betting on the one campaign
but every two weeks an improved one.
The process of customer
discovery over static prediction
Many small experiments over a
few large bets
Adaptive & iterative campaigns
over Big-Bang campaigns
4
5
6

24. Getting to know your customer is …
Hard work

25. Iterative marketing development
Conventional marketing process
big
strategy
test
Build
&
launch
NEW
big
strategy
adjust measure
Agile marketing process
© David Armano
insights
build
launch
measure
build
launch
measure
Small
strategy
small
strategy
adjust
insights
small
strategy
adjust
continue
Something
else
Learning
curve
Learning
curve

26. Delivers an MVP every sprint
Sprint 1
Goal | collect data
• built campaign
• lauch small
• measure results
• follow up
Sprint 2
Goal | finetune campaign
• results & feed back
• improve campaign
• increased launch
• analyse conversion
• follow up
Sprint 3
Goal| next steps
• continue with
improvements, scaling,
measure & adjust
OR
• try something else
insights
build
launch
measure
build
launch
measure
Small
strategy
small
strategy
adjust
insights
small
strategy
adjust
continue
Something
else

27. AGILE @OREO | The workings

28. Agile innovation values
Not the ultimate business plan, but
hypothesis testing | Fail fast, learn fast
Validated Business modelling
over following the business plan
7
We need hyper scalability with agile
business development, not bureaucracy
Incubation & acceleration over
annexation
8

29. Business modelling is hard work…

30. …and scaling up is an art.
© Number8 adaptatie ©O.Mohout

31. Agile scrum @ Wikispeed
2010
• Budget | $ 5.000
• Challenge | build a car that drives
min 1:40
• 3 months later | modular
prototype
• 10th place above Tesla, Tata, MIT
2016
• Social enterprise
• 100% volunteers
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32. Hit the ground running
1. Start small
2. Isolate your project
3. Set crystal clear goals
4. Get a user-centered team
5. Find a sponsor on sr.
management level
6. Manage your surroundings
7. Implement new rituals & roles
to guide the change
8. Celebrate every success ….....
and every failure
9. Get yourself an agile coach
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33. Thank you!
We are:
www.number8.nl