rebranding agile: how marketers are changing the way they work for real-time world
Post on 17-Oct-2014
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My deck from Oredev 2013 in Malmo Sweden. I presented the state of Agile in marketing. Is it Agile Marketing or Agile in Marketing? This is the question.TRANSCRIPT
REBRANDING AGILE: HOW MARKETERS ARE
CHANGING THE WAY THEY WORK FOR REAL-TIME
WORLD
Frank Days Tech Marketing VP AgileMarketingBlog.comCohost Marketing Agility Podcast
New category of influencers
Demos & Videos
Downloads
Modern marketing architecture
Site Traffic
‘Actions’ on Site
Leads
Search Engines SEO & PPCContent
PR & Partners
Marketo SalesForce Sales
Prospect
More data and better real-time analytics
Many old tricks don’t work any more
Marketing mix is increasingly digital
A tale of three marketers
The CMO The Media The Agency Man
Meet the Chief Marketing Officer
Life of a CMO
Responsible for entire marketing mix
Often more creative than quantitative
Sits at table with C-levels
Ave tenure: < 4 years
Up from < 2 year in 2009
Held more accountable than ever
Conversation is always happening
Less certainty about how things spread
Forced to test more before diving in
Meet the media
Bad news: mass media is dying
Fragmentation of media
100’s of cable/satellite channels
Dozens of relevant social channels
And your existing “old media” channels
Good news: content is still king
“$118.4 billion will be spent on content marketing, video marketing, and social media in 2013”
- eMarketer
“80% of business decision makers prefer to get company information in a series of articles versus an advertisement.”
- Content Marketing Institute
“Content creation is ranked as the single most effective SEO technique”
- Marketing Sherpa
“27,000,000 pieces of content are shared everyday.”
- AOL and Nielson
Convergence of mass and social media
Meet The Ad man
The agency
Many essential functions Advertising Design Media buying Public relations Social media Customer relationship management Database and analytics
Waterfall protects margins
Waterfall prevents bad client behavior
Agile marketing to the rescue
Rebranding Agile
Credit: Scott BrinkerChief Marketing Technologist
Why I care about Agile?
As a tech CMO• Need to be responsive, transparent and adaptive• Never liked marketing plans• Short shelf life for marketing plans
As an senior executive…
Results matter more than documentation so I need a lightweight approach
The communications overhead for a project
increases as the size of the team grows
- The Mythical Man Month, 1975
And making interesting connections
Interviews with Leaders
Since April 2011
Interviewed pioneers
Too early
Lots of chasing
Many renegades
Agile Marketing Milestones
2010 IDC creates first real report on Agile Marketing Marketing Agility Podcast
2011 Sprint Zero Meetup in San Francisco Agile marketing manifesto
2012 Pundits come out of woodwork
2013 Agile Marketing meetups gain traction
Agile marketing meetups
San Francisco
Boston
Seattle
China
Many more
State of Agile in Marketing
Agile marketing is a high-communication, low documentation,
rapid iteration process designed to provide more frequent, more relevant and highly
measurable marketing programs
- IDC, Agile Principles and Practices, 2010
Marketing adoption of Agile
Marketers often talk about little “a” agile (not big “a” Agile)
Less dogmatic
All are using sprints
Image: Wikipedia
Scrums frequency varies
Burndowns are infrequent
Image: Wikipedia
Other observations
Product owner and scum master the same
Some using user stories
More frequently small tech companies
More common in digital/demand gen team
Some waterfall remains
Some interesting innovations
Challenges
Marketers are storytellers
Long lead times tasks
Events
Media buying
User conferences
Branding and product marketing less dynamic
Talent level
“Waterfall protects the weak”
Smarter people can adapt and adjust
Need people who can handle uncertainty
Image: Wikipedia
Agile marketing or marketing with agile?
Transitions
Ecommerce/dotcom became multichannel retail
Web 2.0/social media marketing becoming content marketing
When will Agile marketing become Agile?
How Agile helps marketers
Adaptive for increasing uncertain channels
Transparent process
Make team more effective by focusing
Agile Marketers Rockstars
Scott Brinker, CEO, Ion Interactive
John Cass, Cohost Marketing Agility Podcast
Jonathan Colman, Principal Experience Architect at REI
Frank Days, Tech CMO and agilemarketingblog.com
Jim Ewel, CEO, In Demand Interpreting
Jascha Kaykas-Wolf, CMO Mindjet
David Quinn, Director of Communications, EMC
Neil Perkin, Only Dead Fish
Mike Volpe, CMO Hubspot
Let’s connect
Frank Days
@tangyslice
Tangyslice.com
Agilemarketingblog.com
Agile Marketing Group on Facebook
Marketing Agility Podcast on iTunes