How B2B Brands are Applying Agile Marketing (and how you can too)
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The document discusses how B2B brands are implementing agile marketing strategies by starting small and gradually expanding efforts to achieve significant results. It highlights the importance of co-located teams, experimentation, and measurement throughout the agile transformation process. By focusing on low-risk increments, organizations can adapt quickly and effectively without needing to execute large changes all at once.
![#B2BMX
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How B2B Brands are Applying Agile Marketing (and how you can too)
- 1. #B2BMX The Journey How B2B Brands are Applying Agile Marketing from Chaos to True Agility
- 2. #B2BMXGo Big or Go Home.
- 3. #B2BMX
- 4. #B2BMX Selective Abstraction: Ignoring everything about a journey except its final destination.
- 9. #B2BMX
- 10. #B2BMX NOT AGILE
- 11. #B2BMX Agile vs. agile Specific methodology Mindset shift Teams & leaders are different Values and principles Nimble Responsive Adaptive Fast
- 12. #B2BMX Particular Methodology Scrum Kanban Scrumban
- 13. Source: AgileSherpas 2018 State of Agile Marketing Report Agile Marketing Approaches
- 15. #B2BMX Don’t go big. Get big.
- 16. #B2BMX Get a big change without making a big change.
- 17. #B2BMX Cameron von Orman SVP Product & Solutions Marketing CA Technologies
- 18. “big differences between small, co- located app development teams...and a large, spread out marketing staff conditioned to long duration initiatives.”
- 19. Step 1: Start Small The Get Big Curve
- 20. Step 1: Start Small Small but strategic The Get Big Curve
- 21. #B2BMX When you go big you can also fail big.
- 22. #B2BMX Low risk increments allow expansion to be safe at first and fast later on.
- 23. #B2BMX Step 1
- 24. #B2BMX Step 1 Step 2
- 26. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes Agile experienced marketers
- 27. #B2BMX Co-located teams Ch-ch-ch-changes Widely distributed teams Agile neophytes On-Prem products Agile experienced marketers SaaS
- 28. #B2BMX Co-located teams Ch-ch-ch-changes Portfolio of products covering full life cycle Widely distributed teams Agile neophytes On-Prem products Agile experienced marketers SaaS Single product
- 29. Step 1: Start Small Step 2: Test SmartSmall but strategic The Get Big Curve Epiphany Point
- 30. Step 1: Start Small Step 2: Test Smart Metrics & measurement around small start Small but strategic The Get Big Curve Epiphany Point
- 31. #B2BMX 1 2
- 32. #B2BMX Engagement 6pts 11pts Proud to work for CA 31pts Recommend CA 11pts Involved in decisions affecting work 20pts Valued as an employee
- 33. #B2BMX 20% improvement in pipeline (w/flat budgets) Campaign delivery from 2 months to 2 weeks 3x win rate for marketing sourced opportunities
- 34. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Bigger space between steps, but bigger impact w/each change Metrics & measurement around small start Small but strategic Epiphany Point The Get Big Curve
- 36. #B2BMX Start small. Test smart. Grow fast.
- 38. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point
- 39. Build Your Own Get Big Curve Step 1: Start Small
- 40. #B2BMX Pick this project Adapted from The Scrumban [R]evolution
- 41. Marketing Product IT Team 1 Team 2 Team 3
- 42. Marketing Product IT Team 1 Team 2 Team 3
- 43. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Epiphany Point
- 46. Build Your Own Get Big Curve Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point
- 47. Marketing Product IT Team 1 Team 2 Team 3
- 48. Marketing Product IT Team 1 Team 2 Team 3
- 49. Marketing Product IT Team 1 Team 2 Team 3
- 50. Step 1: Start Small Step 2: Test Smart Step 3: Grow Fast Epiphany Point Every project. Every campaign. Every team.
- 51. #B2BMX
- 52. #B2BMX
- 53. #B2BMX
- 54. #B2BMX
- 56. #B2BMX “Humanity’s greatest shortcoming is the inability to understand the exponential function.” -Albert Allen Bartlett
- 57. #B2BMX You don’t need to make a big change to get a big change.
- 58. #B2BMX Find your first grain.
- 59. Additional Resources ● Death of a Marketer (my book) ● Agile marketing case studies ● Online training course - Introduction to Agile Marketing ● Cameron’s articles on CA’s transformation Let’s talk: andrea@agilesherpas.com