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1
Agile Innovation for the B2B Marketer
2
Agenda
•  B2B Marketing today
•  What is agile?
•  Agile for marketing
•  Four pillars
3
4
B2B Marketing Today
5
It’s a changing world
12
searches before B2B
researchers visit a supplier
website.*
91%
growth in last two years in
smar...
6
Reset B2B customer expectations
Helpful answers and explanations
On the device they are using
At the time they are looki...
7
3,874
marketing
technology
solutions.
Source: Scott Brinker, ChiefMarTec.com http://chiefmartec.com/2016/03/marketing-te...
8
The rise of content in marketing
Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Ben...
9
Producing engaging content
Measuring content effectiveness
Producing content consistently
Measuring the ROI of content m...
10
What is agile?
11
12
Requirements
Design
Build
Test
Launch and
maintenance
Long development cycle à
Market conditions changed
Business requ...
13
“Welcome changing requirements, even late in development. Agile processes harness
change for the customer's competitive...
14 Source: VersionOne 10th Annual State of Agile Report (2016)
87%
ability to manage
changing priorities
85%
increased tea...
15
Agile for marketing
Image source: Flickr. Artist credit: Peter Petrus. License https://creativecommons.org/licenses/by/...
16
Big launch
campaigns
Micro
campaigns
A micro approach to a big challenge
Essential to sustainable marketing in a new ec...
17
Campaign
idea Plan
Create
Implement
Launch and
measure
6 months
Message not resonating
Missed opportunity to respond
Bi...
18
Agile methodology applied to marketing
2 to 6 week cycles
of building on
customer insights.
Cross-functional, self-sust...
19
Blogs promoted
through social media
and syndication
Thought Leadership webinars,
whitepapers and case studies
Promotion...
20
Four pillars
Teamstructure
Tools&processes
RethinkGoals
Measure&optimize
21
Today’s marketing organization
Product Marketing A
Digital & Social Creative Content Ops Data & Analytics
Product Marke...
22
•  Campaign Manager, Strategy
•  Creative
•  Email
•  Social Media, Blogging & writing
•  Content Ops
•  Analytics
Agil...
23
Purposeful meetings
Templates
•  Editorial calendar
•  Landing page; email
templates
•  Social media specs
•  Reporting...
24
•  Attainable and measurable within shorter window
•  Consider the sales cycle: if longer, what micro-
conversions or i...
25
•  A/B test
•  Optimize based
on performance
•  Learn from
results, apply in
next cycle
Test, measure and optimize
26
Increase risk-taking and
creativity by breaking
down big projects to
smaller, measurable
chunks of work.
Collaborative,...
27
Ensuring
success
Key Considerations
ü  Garner executive support and buy-in.
ü  Provide training for teams.
ü  Establ...
28
Resources
•  Agile Marketing
– http://www.agilemarketing.net/
– Hacking Marketing, by Scott Brinker
•  Content marketin...
Q & A
Thank you!
Delphine Cherewick
@d_cherewick
delphine_cherewick@dell.com
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Agile Innovation for the B2B Marketer

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With over 3,700 marketing technologies to choose from and increasing pressure to prove ROI. B2B marketers have more opportunity, but less time, than ever before. In this session, Delphine Cherewick will share how implementing an agile marketing model empowers B2B marketers to leverage the right technology, innovate on strategy and optimize new digital programs.

Published in: Marketing
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Agile Innovation for the B2B Marketer

  1. 1. 1 Agile Innovation for the B2B Marketer
  2. 2. 2 Agenda •  B2B Marketing today •  What is agile? •  Agile for marketing •  Four pillars
  3. 3. 3
  4. 4. 4 B2B Marketing Today
  5. 5. 5 It’s a changing world 12 searches before B2B researchers visit a supplier website.* 91% growth in last two years in smartphone use throughout the path to purchase.* 57% of the purchase process is complete before B2B buyers contact suppliers directly.** 89% of B2B researchers use the internet during the B2B research process.* *Source: Think with Google. The Changing Face of B2B Marketing 2015: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014 **Source: CEB & Google. B2B Digital Evolution 2013
  6. 6. 6 Reset B2B customer expectations Helpful answers and explanations On the device they are using At the time they are looking In the channel they are using
  7. 7. 7 3,874 marketing technology solutions. Source: Scott Brinker, ChiefMarTec.com http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
  8. 8. 8 The rise of content in marketing Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America 76% of B2B marketers plan to create more content than they did one year ago 51% of B2B marketers plan to increase content marketing spend this year 88% of B2B marketers use content marketing
  9. 9. 9 Producing engaging content Measuring content effectiveness Producing content consistently Measuring the ROI of content marketing program Lack of budget Producing a variety of content Top challenges for B2B Content Marketers Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America 60% 57% 57% 52% 35% 35%
  10. 10. 10 What is agile?
  11. 11. 11
  12. 12. 12 Requirements Design Build Test Launch and maintenance Long development cycle à Market conditions changed Business requirements changed Traditional “waterfall” methodology of software development Software Development & the Agile manifesto of 2001
  13. 13. 13 “Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.” “Business people and developers must work together throughout the project.” 1 to 4 week cycles of sustainable development Ship Ship Ship Sprint 1 Sprint 2 Sprint 3 Agile methodology
  14. 14. 14 Source: VersionOne 10th Annual State of Agile Report (2016) 87% ability to manage changing priorities 85% increased team productivity 81% increased team morale/motivation 84% improved project visibility Benefits of Agile
  15. 15. 15 Agile for marketing Image source: Flickr. Artist credit: Peter Petrus. License https://creativecommons.org/licenses/by/2.0/legalcode
  16. 16. 16 Big launch campaigns Micro campaigns A micro approach to a big challenge Essential to sustainable marketing in a new economy
  17. 17. 17 Campaign idea Plan Create Implement Launch and measure 6 months Message not resonating Missed opportunity to respond Big bets, big campaigns, big expectations Traditional marketing planning and execution
  18. 18. 18 Agile methodology applied to marketing 2 to 6 week cycles of building on customer insights. Cross-functional, self-sustaining teams, creating micro campaigns, generating rapid insights. Launch Launch Launch Sprint 1 Sprint 2 Sprint 3
  19. 19. 19 Blogs promoted through social media and syndication Thought Leadership webinars, whitepapers and case studies Promotions in social media on Twitter & LinkedIn
  20. 20. 20 Four pillars Teamstructure Tools&processes RethinkGoals Measure&optimize
  21. 21. 21 Today’s marketing organization Product Marketing A Digital & Social Creative Content Ops Data & Analytics Product Marketing B
  22. 22. 22 •  Campaign Manager, Strategy •  Creative •  Email •  Social Media, Blogging & writing •  Content Ops •  Analytics Agile marketing team structure Common Goal Smaller, more nimble teams foster alignment towards a common goal
  23. 23. 23 Purposeful meetings Templates •  Editorial calendar •  Landing page; email templates •  Social media specs •  Reporting Tools •  Excel, Trello, Microsoft Project, Asana, Moovia, AgileZen Agile tools and processes •  Quarterly & Sprint Planning •  Daily or weekly “stand-ups” •  Review •  Retrospective
  24. 24. 24 •  Attainable and measurable within shorter window •  Consider the sales cycle: if longer, what micro- conversions or indicators are possible to evaluate performance in short term vs. longer? •  Marketing Ready Leads •  Accounts visited (DemandBase) •  High value engagements (tally of online activities, indicating engagement) •  Evaluate performance toward bigger goals at appropriate intervals Rethink goals Teams work together toward a common goal
  25. 25. 25 •  A/B test •  Optimize based on performance •  Learn from results, apply in next cycle Test, measure and optimize
  26. 26. 26 Increase risk-taking and creativity by breaking down big projects to smaller, measurable chunks of work. Collaborative, nimble, self-contained, cross-functional and productive teams. Streamline work through templates, structure, tools and processes – leaving room for creativity. Test and learn – gain rapid insights to optimize and feed into next cycles for continuous improvement. Benefits of agile marketing
  27. 27. 27 Ensuring success Key Considerations ü  Garner executive support and buy-in. ü  Provide training for teams. ü  Establish effective project management to ensure work moves in a rolling cadence. ü  Share learnings and best practices across teams.
  28. 28. 28 Resources •  Agile Marketing – http://www.agilemarketing.net/ – Hacking Marketing, by Scott Brinker •  Content marketing & B2B Marketing Trends Research – LinkedIn Sophisticated Marketer’s Guide to Content Marketing eBook – Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends—North America – Think with Google: The Changing Face of B2B Marketing
  29. 29. Q & A Thank you! Delphine Cherewick @d_cherewick delphine_cherewick@dell.com

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