agile marketing: a step by step guide
Post on 21-Jan-2018
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Olga AndrienkoHeadofGlobalMarketingatSEMrush
AgileMarketing:AStep-by-StepGuide
@olgandrienkoSlideshare:bit.ly/agile_brighton
ADAPTING TO CHANGEChanges your company, but not the environment
Changes the environmentEMBRACING CHANGE
Agile Marketing
Validated learning over opinions
Adaptive and iterative campaigns over Big-Bang campaigns
Customer focused collaboration over silos and hierarchy
The process of customer discovery over static prediction
Responding to change over following a plan
Many small experiments over a few large bets
Flexible planning over rigid planning
Step 1: Empower your people
Push decision-making down the hierarchy and find ways to increase
the focus on the customer.
#BrightonSEO
Autonomous cross-functional teamsProduct owners or process leads are setting a direction, not telling how to achieve goals
10Imagesource:https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
Agile marketing doesn’t mean chaos
Leaders explain
“what” to do, but not
“how”. And all
leaders are involved
in the process
themselves.
Scrum tests: 2-week vs. 3 week sprints Marketing is distribution and promotion. 2 weeks are not enough to plan and execute
10Imagesource:http://chiefmartec.com/2013/10/3-myths-agile-marketing/
Scrum
10
3-week sprints (tested 3 vs. 2 weeks)
The team defines the “how”(“what” comes from management + the team)
Backlog is created through brainstorming sessions
Planning sessions, standups and retrospectives
Test: task management tools Teams can use whatever tool they like best. Tools tested: Trello, Asana, Wrike, Todoist
20
Next steps: Create backlog with ideas
Small campaigns and experiments
Always listen to the customer and check data
What was changed
Switched to in-house design team from agency
Constant feedback: Voice of the Customer surveys (via SurveyMonkey)
Switched email client to cheaper and easier option that would enable teams to create content themselves
Source: https://simplehq.co/blog/saving-money-with-agile-marketing/
Saved $3m in costs in 2 years
In-house creative department alone saved about $1.4 million
Source: https://simplehq.co/blog/saving-money-with-agile-marketing/
Marketing budget of $9 million brings $12 million in value
NPS changed from 48 to 72 in 12 months
“The understanding of our differentiation proposition was lower than our competitors. We’ve dramatically improved that in the past 12 months.”
Darren Gunton, CMO of Chemmart Pharmacy
25
Transparency culture at Buffer
Distributed team worldwide
Transparency and happiness culture
Customer feedback incorporated in the roadmaps
28
Agile marketing in SEMrush
Local presence without being local: SEMrush Pizza Time (Australia)
Reacting to trending news: Adding Dothraki database in SEMrush
Applying strengths of the team to marketing: #SEMrushchat (Twitter chat)
Local approach at SEMrush
> 90% growth for emerging markets in 2016
500,000 new users within 8 months
Closer connections with clients and the industry because we really listen
Proactive team members sufferfrom the lack of involvement of others. Hiring mistakes lead to disfunctional teams and communicational disasters.
HIRINGProactive + creative + responsible + flexible team players areextremely hard to find
Equals find it hard to give negative feedback and kick out the team members who are not performing
FIRING
When a team commits to something they initiated themselves, it's likely to be finished, because they care about the end result.
@olgandrienko via#BrightonSEO
Natural leaders stand out immediately. Every team member reveals talents and focus on what they do best.
@olgandrienko via#BrightonSEO
But the truth is different
All people are epic, but often there are basic rules that block creativity.
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