This document summarizes an Agile Marketing 101 presentation given by Marti Konstant and Brad Farris. It defines Agile Marketing as a high-communication, low-documentation process designed for rapid iteration and frequent, relevant marketing programs. The goals are speed and innovation. It explains how Agile Marketing uses sprints, backlogs, and user stories to iteratively plan work. Challenges of applying Agile in agencies are also discussed, as well as how agencies can structure projects, assign work, and collaborate with clients using Agile methods. A list of resources on Agile Marketing is provided.

1. @martikonstant @blfarris
Agile
Marketing
101
CHICAGO MEETUP
Agile for Demand Marti Konstant Marketing Farris September 18, 2012
BrandMarketing 101 Marti Konstant & Brad Hackathon April 2012

2. What is agile
marketing?
A high-communication, low-documentation,
rapid iteration process designed to provide
more frequent, more relevant, and highly
measureable, marketing programs… the goals
are speed and innovation
Gerry Murray, IDC Agile Principles & Practices

3. Content marketing, social media
marketing, and customer experience
marketing are intently focused on
delivering real value to prospects and
customers
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

4. why agile?
Flux
Marketing technologist
Customer
Compression
Instant feedback
Digital
Expectations
Speed
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

5. “It’s not the strongest of the
species that survive, nor the most
intelligent, but the one most
responsive to change”
Charles Darwin

6. beginning
Agile software development
> Lean
> Agile marketing
> SprintZero
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

7. agile | traditional
Validated learning | opinions & conventions
Customer focused collaboration | silos & hierarchy
Adaptive & iterative | big bang campaigns
Customer discovery | static prediction
Flexible | rigid planning
Responding to change | following a plan
Many small experiments | a few large bets
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

8. agile vs waterfall
Requirements
Design
Implementation
Verification
Maintenance
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

9. How agile
marketing
works
Source: Frank Days @tangyslice
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

10. Project owner
Speaks for the
market
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

11. Plan in Sprints
Source: Wikipedia
Sprint examples from Hubspot
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

12. Backlog
Captures everything in
the Sprint and then some

13. User Buyer personas and
what customers want to
accomplish
stories
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 Hubspot
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

14. DIFFERENCES IN USER STORIES
marketer | developer
High level | low level
Relatively few | Lots of them
Right brain | Left brain
Focus on outcomes | Focus on functionality
Source: Jim Ewel blog
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

15. Scrum master
What What
barriers are you have you
facing? completed? What are you
doing next?
Scrum: Open. Transparent. Accountable.

16. Progress
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

17. 10 key principles
Source: Scott Brinker

18. Why agile for
the agency?

19. agile agency?
Real-time
Collaboration
Change
Stay in sync
Unique positioning
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

20. Challenges
Shared resources
Education
Tactics vs. big picture
How to charge the client
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

21. How does agile
work in an
agency?
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

22. How agile works/agency
Clients help set priorities | plan the sprint
Work assigned using story points | resource/budget
New ideas in backlog | not current sprint
Demo at end of sprint | promises kept
Plan another sprint
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

23. invitation
Join the Chicago Agile Marketing Meetup Group
Facebook group
Check out Agile Marketing Resources
Stay in touch
Special thanks to John Cass, Jim Ewel, and Scott Brinker for all of their
Agile Marketing Guidance
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

24. resources
Agile Marketing Learning Channel
http://www.konstantchange.com/the-agile-marketing-learning-channel/ Marti Konstant’s blog
Agile Marketing Blog
http://www.agilemarketing.net/ Jim Ewel’s blog
Agile Marketing Blog & Agility Marketing Podcast
http://www.agilemarketingblog.com/ Frank Day’s website, assisted by John Cass on the podcast..
HubSpot’s Agile Marketing Presentation
http://www.slideshare.net/HubSpot/agile-for-marketing-final
Agile Marketing Topic on Quora
http://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-meetings
Greg Meyer’s Posts on Agile Marketing
http://gregmeyer.wordpress.com/?s=agile+marketing
Len Netti’s Agile MARKETING Mix http://www.scoop.it/t/agile-marketing-mix
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012

25. resources
Agile Marketing Pinterest Board
I’m just getting started with Pinterest and I thought the tool would be great to share pictures of
physical tools used for scrums and sprints. http://pinterest.com/johncass/agile-marketing/
Rohn-Jay Miller’s set of resources on Agile Marketing
http://contentandsocial.com/?page_id=1310
Neil Perkin’s Material on Agile Planning
http://neilperkin.typepad.com/only_dead_fish/agile-planning.html
A presentation by Jascha Kaykas-Wolff on Agile Marketing
http://www.youtube.com/watch?feature=player_embedded&v=dlcSXJ8Kduc
A presentation by Kirsten Knipp on using Scrum Outside of Development
http://www.slideshare.net/kirstenpetra/marketing-the-agile-way-applying-scrum-outside-of-
develoment
IDC Report on Agile Marketing
http://www.idc.com/research/viewdocsynopsis.jsp?containerId=224079&sectionId=null&elementI
d=null&pageType=SYNOPSIS
Source: Jim Ewel blog
Agile Marketing 101 Marti Konstant & Brad Farris September 18, 2012