Agile Marketing Toolkit
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The document provides an overview of agile marketing including its process, roles, and benefits. Some key points: - Agile marketing is driven by prioritizing user stories in short iterations to quickly adapt to changes. - The process involves planning sprints, prioritizing a backlog of stories, and completing tasks in iterations. - There are three roles - a business owner, engagement manager, and subject matter experts on self-organizing teams. - Using agile principles can help marketing teams be more responsive, collaborative, and deliver value iteratively.
Agile Marketing Toolkit
- 1. Copyright © 2013 GreenFrog. All rights reserved. Agile Marketing Toolkit A Practical Guide for Agile Marketing
- 2. Contents 2 • Brief Overview of Agile Marketing • Agile Marketing Process • Tips for Introducing Agile Marketing • Tools and Templates
- 3. Examples of uses for Agile marketing Uses • Content marketing is great for agile marketing. Each piece of content is naturally a discrete unit. You can experiment with many different content themes for different audiences at different stages, iterate and adapt them, scale the ones that work. It’s great to be able to quickly re-prioritize content marketing plans to take advantage of new trends and topics that arise in the market. • Social media marketing is great for agile marketing. You have discrete units of different engagements across different social platforms and communities. You can build relationships with influencers in an adaptive and incremental way. You can respond to feedback more nimbly. • Web development is great for agile marketing. Actually, web development often looks like an agile development project, so it’s a very natural fit. And every website is a work-in-progress, with a backlog of incremental content and features we want to add or update. Web analytics provide a great mechanism for continuous adaptation based on testing and data. • Search engine optimization (SEO) is great for agile marketing. This really is a subset of content marketing and web development, but it lends itself to a prioritization of bite-sized tasks. And when Google changes their algorithms, an agile SEO team can react swiftly. • Mobile app development is great for agile marketing. Like web development, this is a software project at its core, and it lends itself nicely to agile iterations — especially given the high-speed evolution of mobile marketing. The ability to rapidly deploy new versions of your apps out into the marketplace is golden. • Marketing automation is great for agile marketing. You’re able to constant expand and refine nurture programs and automated or semi- automated flows along the buyer’s journey. You can break out new audience segments to target on an experimental basis. • PPC advertising is great for agile marketing. On search engines and social networks, campaigns are constantly evolving, and they can be optimized in logical groups that fit into short sprints. You can get quick feedback and adapt accordingly. PPC is a spectacular domain for marketing experimentation. • Landing page optimization is great for agile marketing. This flows seamlessly from agile efforts in social, PPC, and nurturing campaigns. You can generate new post-click experiences quickly, A/B test alternatives to run meaningful experiments on new hypotheses, target different experiences to different audience segments. 3Source: “Agile marketing for a world of constant change” by Scott Brinker, Chief Marketing Technologist (April 2013)
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- 5. 5 INDIVIDUALS AND INTERACTIONS WORKING SOFTWARE CUSTOMER COLLABORATION RESPONDING TO CHANGE OVER PROCESSES AND TOOLS OVER COMPREHENSIVE DOCUMENTATION OVER CONTRACT NEGOTIATION OVER FOLLOWING A PLAN Agile Manifesto
- 6. The process pulls tasks from a backlog to be completed in short iterations. Agile Marketing Process Overlap Sentiment Analysis Used to interpret conversations on social media, blogs, and online forums 6
- 7. Agile Marketing is driven by user stories User Stories As a _____________________ I want ____________________ so that ___________________ 7 role goal / desire benefit
- 8. 8 Sprints last 1 to 4 weeks
- 9. Agile marketing begins with a rapid planning session Planning ! ‣ Develop backlog of user stories ‣ Prioritize stories based on business value and dependency ‣ Estimate story points ‣ Develop initial release plan ‣ Develop initial cost estimates ‣ Obtain funding and support ‣ Start building the team 9
- 10. There are three roles on agile marketing teams Roles ! 1. Business Owner ‣ Individual or group who comes forward with a request that requires the services of marketing functions. ‣ Can come with a wide variety of requests, from product launches to campaigns to marketing programs. ‣ Participates in all the activities throughout the agile process. ‣ One person, accountable for backlog and scope ‣ Prioritizes the backlog ‣ Communicates the vision of the request ‣ Defines conditions of satisfaction ‣ Accepts/rejects stories ‣ Accountable for project success ‣ Accountable for ROI ‣ Helps define “done” ‣ Solicits customer and stakeholder feedback 10
- 11. There are three roles on agile marketing teams Roles (cont.) ! 2. Engagement Manager ‣ Responsible for driving and enabling the team on a particular project or effort ‣ Functions as a front door to marketing and works to pull together a virtual team based on the project or effort needs ‣ Drives the engagement throughout and pulls together all relevant meetings ‣ Accountable for the process ‣ Builds empowered self-organizing teams ‣ Is a servant leader ‣ Removes impediments ‣ Creates visibility, measurement, accountability and fun ‣ Strong facilitator ‣ Encourages collaboration and open communication 11
- 12. There are three roles on agile marketing teams Roles (cont.) ! 3. Subject Matter Experts (SMEs) ‣ Brings relevant functional and subject matter expertise to the team. ‣ Cross-functional team accountable for delivering business value iteratively ‣ Engaged, motivated, self- organizing, collaborative ‣ Commits to work ‣ Inspects and adapts ‣ Plans and re-plans ‣ Delivers “done” stories each iteration 12
- 13. Agile marketing teams are staffed with pi-shaped talent Pi-shaped Talent Overlap Marketing Technology Collaboration, Empathy, Interest in Other Disciplines, etc. 13
- 14. A few standard meetings are part of the process Standard Meetings ! ‣ Daily Standup -> Team gathers each day for 15 minute meeting ‣ Three questions of each person: 1) what did I do yesterday? 2) what do I plan to do today? 3) what obstacles are hindering my progress? ‣ Sprint Review -> Team shows what they accomplished during the sprint-- typically, a demo of what has been developed. ‣ Sprint Retrospective -> Team reflects on the sprint and identifies opportunities to improve in the new sprint 14
- 15. Agile teams report impressive results Results with Agile 15 14 57 29 Failed Challenged Successful 42 49 9 Waterfall Agile Source: CHAOS Manifesto, The Standish Group (2012)
- 16. A few recommendations for successful introductions Tips for Introduction ! ‣ Adapt to Meet Your Unique Needs ‣ Every team and organization is different. The best approach is to find what works best for your team and iteratively improve how you use agile marketing. Adopt and refine the tools and techniques that are most helpful. ‣ Recognize that Change is Hard ‣ Help your team through the change curve. Be prepared for resistance. Explain the need for change and communicate as much and as clearly as possible. 16
- 17. A simple view of the stories on the project Tools - Story Backlog 17 Story Story Points Release Change Notes TOTAL POINTS
- 18. A run chart of outstanding work used to measure progress Tools - Burndown Chart 18
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