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Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain Relevant
Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.
Try Projects.GrowthHackers.com so you can stop using spreadsheets to manage growth experiments
Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.
Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain Relevant
1.
Agile Marketing Meetup
Moving Beyond the Marketing
Plan So You Remain Relevant
2.
Average CMO Tenure Doubles!
2007 AdAge: “Blame CMO
Turnover on Metrics Mania”
2015 Forbes: “CMOs’ ability to
leverage digital and analytics”
3.
But… I Predict Another Big Drop
2007 AdAge: “Blame CMO
Turnover on Metrics Mania”
2015 Forbes: “CMOs’ ability to
leverage digital and analytics”
4.
Why? Traditional Mktg Lacks Agility
• Marketing channels have very short shelf life
• Most marketing plans miss channel windows
By James Currier
5.
Scaling Growth?
• Inspiration from early growth process/teams
• Met with top growth teams to compare process
• Today will share our combined best practices
$250B $23B $50B $11B
6.
About Me
• 1996 - 2007: Led marketing from launch to IPO
• 2008: Shifted focus to traction stage
• Now: Founder/CEO of GrowthHackers
7.
Key Finding: Testing Drives Growth
• Test to discover (pings)
• Test to optimize (A vs B)
• Focus on velocity
(quality hard to predict)
13.
High Tempo Testing Growth Team
• Start with Growth Master
(PM Growth)
• Add dedicated people to core as
needed to hit tempo goals
• Contract temp specialists to
explore channels (FTE proven)
21.
Prioritize Test Nominations
• Growth master communicate focus area
• Growth team members nominate ideas
! Include someone else’s idea
! Ideally within focus area
22.
Weekly Nominations from Team
• Use ICE to nominate
(high impact, high confidence, easy to test)
24.
Weekly Growth Meeting
• Choose the tests you’re going to launch
• Meeting establishes a growth rhythm
• No brainstorming (that’s rest of week)
• Optimize process to hit testing target
25.
Deciding Target for Test Launches
• Start small (i.e. 2 tests per week)
• Right size tests to hit target
• Add more ambitious tests
• Increase weekly test target
26.
Manage Testing Queue
• Assign each test to a project manager
• Communicate test releases
28.
Capture Learning Details
• Every test leads to learning
• Ensure transparent sharing/access
29.
Weekly Growth Meeting Agenda*
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
* GH weekly growth meeting includes CEO, CTO, VP Product,
Head of Growth, Head of Design, Growth Engineer, and Analyst
30.
Example Winning Test
• Moved email
collector to top
• Increased emails
collected 700%
31.
Double Down Tests
• Step 2 of registration • Improved design/text
32.
Results: Step 2 of Registration
• 22% boost in sign ups
33.
Results: Improved Design/Text
Test +44.5%
Control
34.
2015 GH Accelerated Testing
GH accelerated testing to 3+ per week
after growth plateaued
35.
Team + Process = Silver Bullet
Unbridled
ideation
Prioritize
backlog
Launch
tests
Capture
learning
36.
Join Canvas private beta
at Canvas.GrowthHackers.com
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Purpose-Built Agile Marketing System: