Digital marketing today looks very different from last year, and changes will only continue. As marketers are consistently pressured to face more unknowns and do more with less, many marketing leaders are sharpening their focus on agility and asking some tough but critical questions: Are we as agile as we should be? Can we easily manage campaigns and collaborate from kickoff to launch? Can we quickly access the data we need to inform our decisions? Do we have the right tools to be agile, pivot as needed, and maximize success?

1. Agility in Digital
Marketing
is Table Stakes for Success
Amit Pande
Global Head of Product Marketing
Megan Sangha
Senior Product Marketing Manager

2. Today’s Speakers
2
Megan Sangha
Senior Product
Marketing Manager
Amit Pande
Head & Senior Director,
Product Marketing
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

3. Agenda
● The New Baseline for Digital Marketing
● Agile: Mindset & Toolset
● Pro Tips for Agile Digital Marketing
● The Wrike Way To Go Agile
● Q & A
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

4. Launch, Measure, Grow with Wrike | Confidential | All Rights Reserved by Wrike, Inc

5. Launch, Measure, Grow with Wrike | Confidential | All Rights Reserved by Wrike, Inc
How do you react
when someone is
complaining about
campaign performance
but there are no
insights into what’s
working
& what is not?
Leadership is looking to the
marketing team for answers.
Negative customer
reviews are flowing in.
?
?
Customers are purchasing
from our competitors.
?
Sunglass sales leads are
lagging.
?
We’re not getting enough
website hits from digital ads.
?

6. Launch, Measure, Grow with Wrike | Confidential | All Rights Reserved by Wrike, Inc
In a time of volatility,
it is harder than ever
for brands to plan for
the long term.
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

7. Launch, Measure, Grow with Wrike | Confidential | All Rights Reserved by Wrike, Inc
Marketers Are Feeling the Squeeze
Complicated by internal chaos
Remote
work
Explosion of
technologies
Operational
complexities
Speed of change
is increasing
Competition
is fierce
Customer expectations
are rising
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

8. Agility in Digital Marketing is Table Stakes for Success | Confidential | All Rights Reserved
A new decade of digital marketing & digital stakeholders
Demanding Customers Data-hungry Executives Disparate Collaborators
86%
Customers will pay more
for a better digital customer
experience. “Experience” is now
a bigger brand differentiator
than product or price.
63%
Chief executives don't
believe their companies
make good use of their
data & analytics for
decision making.
50%
Employees spent twice as much
time engaged in collaborative
work with stakeholders
across functions.
https://www.g2.com/articles/big-data-statistics https://goremotely.net/blog/workplace-collaboration/
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

9. Agility in Digital Marketing is Table Stakes for Success | Confidential | All Rights Reserved
More with Less
(Agile approach)
More with More
(Traditional approach)
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

10. Not classic Engineering Agile.
Think Agile for Marketing
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

11. Agile, in the marketing context, means using data and
analytics to continuously source promising opportunities
or solutions to problems in real time, deploying tests
quickly, evaluating the results, and rapidly iterating.
At scale, a high-functioning agile marketing organization can
run hundreds of campaigns simultaneously and multiple
new ideas every week.
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

12. 1. Strategy and requests
● Finalizing goals and market opportunities
● Defining which experiments to run
● Managing requests for digital marketing
5. Delivery and retrospective
● Report results to executives
● Apply learnings for new experiments
2. Allocation and planning
● Bringing the right team (e.g., content, UX, data)
● Defining timelines, tasks, and resourcing
● Mapping short/medium term tactics, programs,
and campaigns
4. Analytic decision making
● Test and analyze results
● Conclude sprints
3. Execution
● Running experiments in sprints
● Managing cross-team coordination
Work is never linear
or
frozen in time
Agile can help digital marketing teams
across the work cycle
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

13. How can we set up
Agile the right way with
tools?
Pro tips:
● Fewer not more tools
● Inclusive workspaces
● Flow > Status
13
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

14. How can we drive
more Agile decisions
with data?
Pro tips:
● Heterogeneous data sources
● Automation + Augmentation
● Easily digestible by
marketing and other teams
14
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved x

15. How can we collaborate
the Agile way?
15
Pro tips:
● Flexible “Pod” teams
● Executive sponsorship
● Retrospectives
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

16. How can we run Agile
content and programs?
Pro tips:
● Personalization and interactions
● Experimentation and testing
● Quick sprints over big bang
campaigns
16
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

17. How can we best connect
Agile efforts to $
outcomes?
Pro tips:
● Early and repeated executive
communication
● Talk $ metrics (share of voice, pipe,
bookings)
● Celebrate signature wins
17
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

18. How Wrike accelerates agility
for digital marketing teams
1. Strategy and requests
● Automated requests and intake
● Custom forms
● Wrike platform
5. Delivery and retrospective
● Marketing performance insights
● Advanced analytics and BI
● Wrike Marketing Insights
2. Allocation and planning
● Blueprints
● Resource planning
● Wrike Resource Management
4. Analytic decision making
● Proofing and publishing
● Automated approvals
● Wrike Proof, Wrike Publish
3. Execution
● Agile, Gantt, mixed views
● Deep configurability and personalization
● Wrike Integrate
All-in-one
collaborative
workspace
for digital
teams
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

19. Wrike + AirBnB
19
“One of the biggest advantages of
Wrike is that there are so many
different ways to look at projects
and tasks. The ability to be nimble
in terms of how we look at data
really allows us to be more
iterative. So, when we change a
process it’s not a huge overhaul, it’s
a small tweak.”
Hoon Kim,
Creative production Manager
Wrike + AirBnB
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

20. Q & A
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

21. Keep in Touch!
https://www.linkedin.com/company/wrike/
https://twitter.com/wrike
https://www.youtube.com/user/WrikeTeam
https://www.facebook.com/Wrike
Amit Pande
linkedin.com/in/amitpande/
Megan Sangha
linkedin.com/in/megansangha/
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved

22. Agility in Digital Marketing is Table Stakes for Success | Confidential | All Rights Reserved
Thank you!
Agility in Digital Marketing is Table Stakes for Success | All Rights Reserved