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#B2BMX
The Journey
How B2B Brands are Applying Agile Marketing
from Chaos to
True Agility
#B2BMXGo Big or Go Home.
#B2BMX
#B2BMX
Selective
Abstraction:
Ignoring everything about a
journey except its final
destination.
#B2BMX
Selective
Abstraction
In Action
Big Change
Ignored
Context
1st Small Change
#B2BMX
Agile
Transformation
Today
Big
Change?
Big Results!!
Status
Quo
IF No IF Yes
#B2BMX
#B2BMX
NOT AGILE
#B2BMX
Agile vs. agile
Specific methodology
Mindset shift
Teams & leaders are different
Values and principles
Nimble
Respo...
#B2BMX
Particular Methodology
Scrum Kanban Scrumban
Source: AgileSherpas 2018 State of Agile Marketing Report
Agile
Marketing
Approaches
#B2BMX
Experimentation & Iteration
#B2BMX
Don’t go big.
Get big.
#B2BMX
Get a big change
without making a big
change.
#B2BMX
Cameron
von Orman
SVP Product & Solutions
Marketing
CA Technologies
“big differences
between small, co-
located app
development
teams...and a large,
spread out marketing
staff conditioned to...
Step 1: Start Small
The Get Big
Curve
Step 1: Start Small
Small but strategic
The Get Big
Curve
#B2BMX
When you go big you can
also fail big.
#B2BMX
Low risk increments allow
expansion to be safe at first
and fast later on.
#B2BMX
Step 1
#B2BMX
Step 1 Step 2
#B2BMX
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
#B2BMX
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
Agile experienced
marketers
#B2BMX
Co-located teams
Ch-ch-ch-changes
Widely distributed teams
Agile neophytes
On-Prem products
Agile experienced
marke...
#B2BMX
Co-located teams
Ch-ch-ch-changes
Portfolio of products
covering full life cycle
Widely distributed teams
Agile neo...
Step 1: Start Small
Step 2: Test SmartSmall but strategic
The Get Big
Curve
Epiphany Point
Step 1: Start Small
Step 2: Test Smart
Metrics & measurement around
small start
Small but strategic
The Get Big
Curve
Epip...
#B2BMX
1 2
#B2BMX
Engagement
6pts 11pts
Proud to work
for CA
31pts
Recommend
CA
11pts
Involved in decisions
affecting work
20pts
Valu...
#B2BMX
20% improvement
in pipeline
(w/flat budgets)
Campaign delivery
from 2 months to 2
weeks
3x win rate for
marketing s...
Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Bigger space
between steps,
but bigger
impact w/each
change
Metri...
7
5
Persistent
Cross-functional
Campaign teams
More
business
units
#B2BMX
Start small.
Test smart.
Grow fast.
Build Your
Own Get Big
Curve
Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Epiphany Point
Build Your
Own Get Big
Curve
Step 1: Start Small
#B2BMX
Pick this
project
Adapted from The Scrumban [R]evolution
Marketing Product IT
Team 1 Team 2 Team 3
Marketing Product IT
Team 1 Team 2 Team 3
Build Your
Own Get Big
Curve
Step 1: Start Small
Step 2: Test Smart
Epiphany Point
#B2BMX
Agile Marketing Benefits
#B2BMX
Agile Marketing Benefits
Build Your
Own Get Big
Curve
Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Epiphany Point
Marketing Product IT
Team 1 Team 2 Team 3
Marketing Product IT
Team 1 Team 2 Team 3
Marketing Product IT
Team 1 Team 2 Team 3
Step 1: Start Small
Step 2: Test Smart
Step 3:
Grow Fast
Epiphany Point
Every project.
Every campaign.
Every team.
#B2BMX
#B2BMX
#B2BMX
#B2BMX
#B2BMX
18,446,744,073,709,551,615
#B2BMX
“Humanity’s greatest
shortcoming is the inability
to understand the
exponential function.”
-Albert Allen Bartlett
#B2BMX
You don’t need to make a big
change to get a big change.
#B2BMX
Find your first grain.
Additional Resources
● Death of a Marketer (my book)
● Agile marketing case studies
● Online training course -
Introductio...
How B2B Brands are Applying Agile Marketing (and how you can too)
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How B2B Brands are Applying Agile Marketing (and how you can too)

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Learn how small changes can deliver amazing results faster than you expected. Hear about a B2B team that's killing it with Agile, and the three-step process to get started on your own Agile marketing journey. Delivered at B2BMX 2018.

Published in: Marketing

How B2B Brands are Applying Agile Marketing (and how you can too)

  1. 1. #B2BMX The Journey How B2B Brands are Applying Agile Marketing from Chaos to True Agility
  2. 2. #B2BMXGo Big or Go Home.
  3. 3. #B2BMX
  4. 4. #B2BMX Selective Abstraction: Ignoring everything about a journey except its final destination.
  5. 5. #B2BMX Selective Abstraction In Action Big Change
  6. 6. Ignored Context 1st Small Change
  7. 7. #B2BMX Agile Transformation
  8. 8. Today Big Change? Big Results!! Status Quo IF No IF Yes
  9. 9. #B2BMX
  10. 10. #B2BMX NOT AGILE
  11. 11. #B2BMX Agile vs. agile Specific methodology Mindset shift Teams & leaders are different Values and principles Nimble Responsive Adaptive Fast
  12. 12. #B2BMX Particular Methodology Scrum Kanban Scrumban
  13. 13. Source: AgileSherpas 2018 State of Agile Marketing Report Agile Marketing Approaches
  14. 14. #B2BMX Experimentation & Iteration
  15. 15. #B2BMX Don’t go big. Get big.
  16. 16. #B2BMX Get a big change without making a big change.
  17. 17. #B2BMX Cameron von Orman SVP Product & Solutions Marketing CA Technologies
  18. 18. “big differences between small, co- located app development teams...and a large, spread out marketing staff conditioned to long duration initiatives.”
  19. 19. Step 1: Start Small The Get Big Curve
  20. 20. Step 1: Start Small Small but strategic The Get Big Curve
  21. 21. #B2BMX When you go big you can also fail big.
  22. 22. #B2BMX Low risk increments allow expansion to be safe at first and fast later on.
  23. 23. #B2BMX Step 1
  24. 24. #B2BMX Step 1 Step 2
  25. 25. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams
  26. 26. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers
  27. 27. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes On-Prem products Agile experienced marketers SaaS
  28. 28. #B2BMX Co-located teams Ch-ch-ch-changes Portfolio of products covering full life cycle Widely distributed teams Agile neophytes On-Prem products Agile experienced marketers SaaS Single product
  29. 29. Step 1: Start Small Step 2: Test SmartSmall but strategic The Get Big Curve Epiphany Point
  30. 30. Step 1: Start Small Step 2: Test Smart Metrics & measurement around small start Small but strategic The Get Big Curve Epiphany Point
  31. 31. #B2BMX 1 2
  32. 32. #B2BMX Engagement 6pts 11pts Proud to work for CA 31pts Recommend CA 11pts Involved in decisions affecting work 20pts Valued as an employee
  33. 33. #B2BMX 20% improvement in pipeline (w/flat budgets) Campaign delivery from 2 months to 2 weeks 3x win rate for marketing sourced opportunities
  34. 34. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Bigger space between steps, but bigger impact w/each change Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
  35. 35. 7 5 Persistent Cross-functional Campaign teams More business units
  36. 36. #B2BMX Start small. Test smart. Grow fast.
  37. 37. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point
  38. 38. Build Your Own Get Big Curve Step 1: Start Small
  39. 39. #B2BMX Pick this project Adapted from The Scrumban [R]evolution
  40. 40. Marketing Product IT Team 1 Team 2 Team 3
  41. 41. Marketing Product IT Team 1 Team 2 Team 3
  42. 42. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Epiphany Point
  43. 43. #B2BMX Agile Marketing Benefits
  44. 44. #B2BMX Agile Marketing Benefits
  45. 45. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point
  46. 46. Marketing Product IT Team 1 Team 2 Team 3
  47. 47. Marketing Product IT Team 1 Team 2 Team 3
  48. 48. Marketing Product IT Team 1 Team 2 Team 3
  49. 49. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point Every project. Every campaign. Every team.
  50. 50. #B2BMX
  51. 51. #B2BMX
  52. 52. #B2BMX
  53. 53. #B2BMX
  54. 54. #B2BMX 18,446,744,073,709,551,615
  55. 55. #B2BMX “Humanity’s greatest shortcoming is the inability to understand the exponential function.” -Albert Allen Bartlett
  56. 56. #B2BMX You don’t need to make a big change to get a big change.
  57. 57. #B2BMX Find your first grain.
  58. 58. Additional Resources ● Death of a Marketer (my book) ● Agile marketing case studies ● Online training course - Introduction to Agile Marketing ● Cameron’s articles on CA’s transformation Let’s talk: andrea@agilesherpas.com

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