apply an agile approach to your marketingfiles.meetup.com/18740963/agile marketing presentation...

Apply an Agile Approach to Your Marketing

Jim Ewel

@jimewel©Peel the Layers, llc.

@jimewel©Peel the Layers, llc.

Agenda

• Brief Overview of Agile Marketing• User Stories

@jimewel©Peel the Layers, llc.

Agile Marketing is an approach to marketing that takes its inspiration

from Agile Development and helps you get more done, adapt to change, and see measurable results in days and

weeks, rather than months and years.

What is Agile Marketing?

@jimewel©Peel the Layers, llc.

Agile Marketing is an approach to marketing that takes its inspiration

from Agile Development and helps you get more done, adapt to change, and see measurable results in days and

weeks, rather than months and years.

Unpacking this Statement: 1

5

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Big-Bang campaigns

Opinions and conventions

Silos and hierarchy

Following a plan

One size fits all

A few large bets

Agile Marketing Values

Rapid iterations

Testing and data

Collaboration

Responding to change

Individuals and interactions

Many small experiments

Over

We Value

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@jimewel©Peel the Layers, llc.

Scrum Overview

Marketing Backlog

Sprint Planning Meeting

1-4 weeks

24 hours

Sprint

Daily Scrum

Results

Sprint Review &

Retrospective

@jimewel©Peel the Layers, llc.

Responding to Change

9

@jimewel©Peel the Layers, llc.

Agile Marketing is an approach to marketing that takes its inspiration from Agile Development that helps

you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

years.

Unpacking this Statement: 2

@jimewel©Peel the Layers, llc.

Getting More Done

• Prioritization• Alignment with business and sales• Eliminating obstacles and interruptions• Teamwork

11

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Northern Arizona University

400% Increase in Productivity

@jimewel©Peel the Layers, llc.

Agile marketing is an approach to marketing that takes its inspiration from Agile Development that helps

you get more done, adapt to change,and see measurable results in days and weeks, rather than months and

years.

Unpacking this Statement: 3

@jimewel©Peel the Layers, llc.

Adapting to Change

• Re-assessing priorities on a regular basis• External focus• Specific techniques– Rapid response team– Quarterly opportunity and threat

assessments

14

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Interactive Marketing Group

Xerox

Queue OneRequires

Development

Queue TwoRequires Art

Work

Queue ThreeRapid

Response (< 8 hours)

Source: http://www.cmo.com/articles/2013/5/19/agility_in_action_ho.html

@jimewel©Peel the Layers, llc.

Agile Marketing is an approach to marketing that takes its inspiration from Agile Development that helps

you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

years.

Unpacking this Statement: 4

@jimewel©Peel the Layers, llc.

Measureable Results

• Borrowing concepts from Lean– Validated Learning–Minimum Viable Product– Avoiding Vanity Metrics

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MindJet

On one project, we have almost a 3000x lift in performance and drove a 30-percent increase in trials quarter-to quarter, just

purely because of this [agile] process.

-Jascha Kaykas-Wolff, former CMO MindJet

18

@jimewel©Peel the Layers, llc.

Agile marketing is an approach to marketing that takes its inspiration from Agile Development that helps

you get more done, adapt to change, and see measurable results in days and weeks, rather than months and

years.

What is Agile Marketing?

@jimewel©Peel the Layers, llc.

User Stories in Scrum

Marketing Backlog

Sprint Planning Meeting

2-4 weeks

24 hours

Sprint

Daily Scrum

Results

Sprint Review &

Retrospective

User Stories

@jimewel©Peel the Layers, llc.

User Story

• A very high-level description of what the user needs/wants to do and why

• User can be a prospect, customer, or an internal stakeholder

• As a [role], I want to [task], so that I can [goal or benefit]

• Should have some kind of acceptance criteria (what defines done?)

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Example User Story

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How Not to Write User Stories

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How Not to Write User Stories

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Better User Story

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Why Focus on Outcomes?

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Multiple Ways to Satisfy a User Story

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Don’t Rely on Just User Stories

• Visual design• User Experience (U/X)• Sequence

31

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Initial Marketing Backlog

• Brainstorming• Themes• Epics

3232

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Exercise 1: Buyer’s Journey, Points of Interaction, and Personas

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Exercise 2: Storyboard a Remarkable Customer Experience

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Exercise 3: Affinity Diagrams

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www.agilemarketing.netwww.chiefmartec.com

www.agilemarketingblog.com

Where to Learn More

THANK YOU!