Agile marketing 101 marti konstant

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Agile marketing 101 marti konstant

  1. 1. @martikonstant @blfarrisAgileMarketing101CHICAGO MEETUPAgile for Demand Marti Konstant Marketing Farris September 18, 2012BrandMarketing 101 Marti Konstant & Brad Hackathon April 2012
  2. 2. What is agilemarketing?A high-communication, low-documentation,rapid iteration process designed to providemore frequent, more relevant, and highlymeasureable, marketing programs… the goalsare speed and innovation Gerry Murray, IDC Agile Principles & Practices
  3. 3. Content marketing, social media marketing, and customer experience marketing are intently focused on delivering real value to prospects and customersAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  4. 4. why agile?FluxMarketing technologistCustomerCompressionInstant feedbackDigitalExpectationsSpeedAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  5. 5. “It’s not the strongest of thespecies that survive, nor the mostintelligent, but the one mostresponsive to change” Charles Darwin
  6. 6. beginningAgile software development > Lean > Agile marketing > SprintZeroAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  7. 7. agile | traditionalValidated learning | opinions & conventionsCustomer focused collaboration | silos & hierarchyAdaptive & iterative | big bang campaignsCustomer discovery | static predictionFlexible | rigid planningResponding to change | following a planMany small experiments | a few large betsAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  8. 8. agile vs waterfall Requirements Design Implementation Verification MaintenanceAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  9. 9. How agilemarketingworksSource: Frank Days @tangysliceAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  10. 10. Project owner Speaks for the marketAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  11. 11. Plan in Sprints Source: WikipediaSprint examples from HubspotAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  12. 12. Backlog Captures everything in the Sprint and then some
  13. 13. User Buyer personas and what customers want to accomplishstories As a [persona], I want to [task], so that I can [goal or benefit]Photo and blog content source: Jim Ewel User story examples from HubspotAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  14. 14. DIFFERENCES IN USER STORIESmarketer | developerHigh level | low levelRelatively few | Lots of themRight brain | Left brainFocus on outcomes | Focus on functionalitySource: Jim Ewel blogAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  15. 15. Scrum master What Whatbarriers are you have you facing? completed? What are you doing next?Scrum: Open. Transparent. Accountable.
  16. 16. ProgressAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  17. 17. 10 key principles Source: Scott Brinker
  18. 18. Why agile forthe agency?
  19. 19. agile agency?Real-timeCollaborationChangeStay in syncUnique positioningAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  20. 20. ChallengesShared resourcesEducationTactics vs. big pictureHow to charge the clientAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  21. 21. How does agilework in anagency?Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  22. 22. How agile works/agencyClients help set priorities | plan the sprintWork assigned using story points | resource/budgetNew ideas in backlog | not current sprintDemo at end of sprint | promises keptPlan another sprintAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  23. 23. invitationJoin the Chicago Agile Marketing Meetup GroupFacebook groupCheck out Agile Marketing ResourcesStay in touchSpecial thanks to John Cass, Jim Ewel, and Scott Brinker for all of theirAgile Marketing GuidanceAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  24. 24. resourcesAgile Marketing Learning Channelhttp://www.konstantchange.com/the-agile-marketing-learning-channel/ Marti Konstant’s blogAgile Marketing Bloghttp://www.agilemarketing.net/ Jim Ewel’s blogAgile Marketing Blog & Agility Marketing Podcasthttp://www.agilemarketingblog.com/ Frank Day’s website, assisted by John Cass on the podcast..HubSpot’s Agile Marketing Presentationhttp://www.slideshare.net/HubSpot/agile-for-marketing-finalAgile Marketing Topic on Quorahttp://www.quora.com/Agile-Marketing What physical tools are you using to practice Agile Marketing?http://www.quora.com/What-physical-tools-do-you-use-to-run-your-agile-marketing-meetingsGreg Meyer’s Posts on Agile Marketinghttp://gregmeyer.wordpress.com/?s=agile+marketingLen Netti’s Agile MARKETING Mix http://www.scoop.it/t/agile-marketing-mixAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012
  25. 25. resourcesAgile Marketing Pinterest BoardI’m just getting started with Pinterest and I thought the tool would be great to share pictures ofphysical tools used for scrums and sprints. http://pinterest.com/johncass/agile-marketing/Rohn-Jay Miller’s set of resources on Agile Marketinghttp://contentandsocial.com/?page_id=1310Neil Perkin’s Material on Agile Planninghttp://neilperkin.typepad.com/only_dead_fish/agile-planning.htmlA presentation by Jascha Kaykas-Wolff on Agile Marketinghttp://www.youtube.com/watch?feature=player_embedded&v=dlcSXJ8KducA presentation by Kirsten Knipp on using Scrum Outside of Developmenthttp://www.slideshare.net/kirstenpetra/marketing-the-agile-way-applying-scrum-outside-of-develomentIDC Report on Agile Marketinghttp://www.idc.com/research/viewdocsynopsis.jsp?containerId=224079&sectionId=null&elementId=null&pageType=SYNOPSISSource: Jim Ewel blogAgile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

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