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e ar CMO,
DDear
    cmo
 YOUR MARKETING PLAN IS
Channels are blurring..
        Attribution is hard.
Working out your ROI is even harder.
M a r k e t i n g d o e s n ’ t p as s f r o m
  brai nstormers to copywriters
           to creatives to devs to PRs...
MARKETING IS
a department
EV E R Y B O D Y
big CAN’T
PLANS
      to a
ADAPT changing

w rld
WHAT’S YOUR PLAN
 WHEN
“PINSTAGRAM 3.0”
 SHOWS
 UP?
HOW DO YOU KNOW
WHAT YOUR CUSTOMERS
REALLY WANT?
agile
HERE’S THE SOLUTION:



marketing
            Why?...
agile
   YOUR CUSTOMERS ARE




(my  1 2 m o n t h g r o c e ry
 s h op p i n g p l a n d o e s n ’ t e x i s t ! )
so put your customers
AT THE CENTER
of your plans
P L A N NI N G
YOU NEED BUDGET
  AND RESOURCES
  FOR
  R&D    today
...so you can confdently invest
                  i
            in marketing TOMORROW.
SO   bu ild
     t he
     case TO INVEST
with data from many

sm a l l e x p er i m e n t s
BE BETTER ABLE TO HANDLE:

  *big data
 *Balancing risk, innovation
   & delivering ROI.
 *Confdently reacting to rapid
       i
   market changes
   & technological advances.
HERE’S WHAT
agile
marketing
LOOKS LIKE...
1
agile
budgeting
            bu i l ds
      R & D as e
         e c est.
      th inv
        to
TIM FERRIS USED ADWORDS
TO SPLIT-TEST HEADLINES
AND PROVE DEMAND
FOR HIS BOOK




It wasn’t his favourite title,
but it’s the title his customers wanted.
APPSUMO
SPENDS 20% OF THEIR
MARKETING BUDGET
experimenting

      86% of their
    e x p er i m e n t s fa i l .
BUT WHEN AN EXPERIMENT
DELIVERS POSITIVE ROI,
THEY ASSIGN
unlimited budget
TO IT

         When they fnd
                    i
        something that works,
t h e y d o n ’ t i m p os e a n y l i m i t s .
DISTILLED USED LAUNCHROCK
TO PROVE DEMAND
FOR DISTILLEDU
          HAVE
We didn’t risk marketing
 budget for something that
  *might* have worked.
We proved the concept
          through data frst.
                       i
2
agile
teams
          ODY ting.
     RY B r k e
  EVE is ma
37SIGNALS CYCLES
everyone
THROUGH
CUSTOMER SERVICE
ON ROTATION
Marketing
    isn’t a department.
Marketing is EVERYBODY.
AIRBNB SENDS
PHOTOGRAPHERS TO
PHOTOGRAPH THEIR
CUSTOMERS PROPRETIES
   professionally photographed
listings receive an average of
 $ 1 0 2 5 M O R E P ER M O N T H
 AND 2.5 TIMES MORE BOOKINGS.
MIXCLOUD HAS
NO MARKETING TEAM
OR BUDGET
       their
       U S ER S
        ARE
       their
     marketing
3   agile
    marketing
     processes
Repeatable processes
                   a r e as s e t s
        Build the case to invest
           w i t h sm a l l e x p er i m e n t s
KICKSTARTER PROJECTS
BUILD THE CASE
TO MAKE PRODUCTS

Seth Godin is even using
Kickstarter to convince book
 distributors to stock his
  new book in stores.
ZAPPOS HAS BUILT
OVER 50,000
PRODUCT VIDEOS

  They’ve built an asset
                   ( p r o ce s s )
that builds an asset
             ( v i deo    content).
THREADLESS
CUSTOMERS VOTE ON
WHICH T-SHIRT DESIGNS
GET PRINTED
37SIGNALS GRADUALLY
UNVEILED NEW FEATURES
OF BASECAMP ON THEIR BLOG


...generating HUNDREDS
 of comments that fed into
 t h e i r d e v e l op m e n t p r o c e s s ,
     whil    st also building buzz.
BETABRAND RELEASES
PRODUCT PAGES
BEFORE THE PRODUCT
BECOMES AVAILABLE
TO GAUGE INTEREST
MIXCLOUD TEST IDEAS
THROUGH BROKEN LINKS
TO NEW PRODUCTS
ONSITE, THEN
MEASURES THE CLICKS
they use the results of these
tests to BUILD & ITERATE
o n n e w a n d e x i s t i n g p r o du c t s
THIS APPROACH WILL SAVE
YOU FROM EXPENDING TIME
AND RESOURCES INVESTING
IN PRODUCTS & CHANNELS
PEOPLE DON’T WANT
Read & implement these
         agile marketing ideas

http://www.seomoz.org/blog/agile-marketing-whiteboard-friday

http://www.travisarnold.com/agile-marketing-manifestos/

http://www.agilemarketing.net/

http://www.chiefmartec.com/2012/06/everything-is-marketing-
everyone-must-be-agile.html

http://www.distilled.net/blog/marketing-2/agile-marketing-
calling-all-cmos-your-future-online-is-agile/
one
more
thing ...
nike fuelbands
NIKE
HAVE JUST OPENED
THE API
FOR THEIR
FUELBAND PRODUCT
NOW IMAGINE

  any
  YOU’RE CMO OF
                   HEALTH
                   INSURANCE
                   COMPANY

with potential access to all
        this user exercise data
HOW WOULD YOUR
2012 MARKETING PLAN
HANDLE THAT

       ?
Br ou g h t
to you by

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