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Agile Innovation for the B2B Marketer
The document discusses the transformation of B2B marketing in response to changing customer expectations and the rapid growth of digital technology. It introduces agile methodology as a solution to enhance marketing processes, emphasizing the importance of flexibility, quick responses, and collaboration within teams for effective campaign execution. Key strategies include creating micro-campaigns, leveraging analytics, and fostering a culture of continuous improvement through iterative testing and learning.
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Agile Innovation for the B2B Marketer
- 1. 1 Agile Innovation forthe B2B Marketer
- 2. 2 Agenda • B2B Marketingtoday • What is agile? • Agile for marketing • Four pillars
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- 5. 5 It’s a changingworld 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 Reset B2B customerexpectations Helpful answers and explanations On the device they are using At the time they are looking In the channel they are using
- 7. 7 3,874 marketing technology solutions. Source: Scott Brinker,ChiefMarTec.com http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/
- 8. 8 The rise ofcontent 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 Producing engaging content Measuringcontent 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%
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- 12. 12 Requirements Design Build Test Launch and maintenance Long developmentcycle à Market conditions changed Business requirements changed Traditional “waterfall” methodology of software development Software Development & the Agile manifesto of 2001
- 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 Source: VersionOne10th 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 Agile for marketing Imagesource: Flickr. Artist credit: Peter Petrus. License https://creativecommons.org/licenses/by/2.0/legalcode
- 16. 16 Big launch campaigns Micro campaigns A microapproach to a big challenge Essential to sustainable marketing in a new economy
- 17. 17 Campaign idea Plan Create Implement Launch and measure 6months Message not resonating Missed opportunity to respond Big bets, big campaigns, big expectations Traditional marketing planning and execution
- 18. 18 Agile methodology appliedto 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 Blogs promoted through socialmedia and syndication Thought Leadership webinars, whitepapers and case studies Promotions in social media on Twitter & LinkedIn
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- 21. 21 Today’s marketing organization ProductMarketing A Digital & Social Creative Content Ops Data & Analytics Product Marketing B
- 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 Purposeful meetings Templates • Editorialcalendar • 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 • Attainable andmeasurable 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 • A/B test • Optimize based on performance • Learn from results, apply in next cycle Test, measure and optimize
- 26. 26 Increase risk-taking and creativityby 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 Ensuring success Key Considerations ü Garnerexecutive 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 Resources • Agile Marketing – http://www.agilemarketing.net/ – HackingMarketing, 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. Q & A Thankyou! Delphine Cherewick @d_cherewick delphine_cherewick@dell.com