Agile marketing may take different forms across various applications; still, any organization can adopt the practice. Here are six critical components to making that happen. Case study included.

1. What It Takes To Be
AGILE
In Marketing

2. To be Agile, or Not to be
Agile…in Marketing. That is the
Question.

3. The Problem
Disconnect between client/primary
stakeholder and creative/production
lead
- End deliverable doesn’t align to
client expectations
- Creatives don’t understand what
client really wants
Client vs.
Creatives
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4. The Cause
Lack of information, communication, &
limitations with the speed of
development
- Client: “agency doesn’t
understand environment &
challenges”
- Agency: “lack of proper
communication of needs”
He said,
She said.
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5. The Result
- Settling on a final product that
isn’t optimal because time’s run
out
- Strained relationship, growing
tension, and growing frustration,
on both sides
Settling
for Less
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6. The Solution
- Alignment around the business
context from start to finish
- Efficiency and velocity in the
creative process
- An ability to dynamically pivot
lowering risk
The Agile
Approach
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7. What is Agile Marketing?

8. Agile Marketing
A test and learn mindset as well as
collaborative process.
The notion of breaking up a longer process, such as developing a
campaign or creative asset, into smaller, bite-sized pieces. Each
segment is then tested, evaluated and worked on across teams in
iterative sprints until completion.

9. Agile Iteration
PHOTO GOES
HERE, DELETE
COLOR BOX
PROCESS 1 PROCESS 2 PROCESS 3
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10. 6 Core Values of Agile
Marketing
1. Responding to change over following a plan
2. Rapid iterations over Big-Bang campaigns
3. Testing and data over opinions and conventions
4. Many small experiments over a few large bets
5. Individuals and interactions over one size fits all
6. Collaboration over silos and hierarchy
Source: AgileMarketing.net

11. How Does My Marketing Process
Become Agile?

12. What It Takes to Be Agile
GOAL DEFINITION
Clear definition of your core
stakeholders.
● Who are the change agents
who will implement the
agile mentality?
● Do they represent the
major functions?
They need to be involved and
committed throughout the entire
process.
VISION ALIGNMENT
Stakeholder alignment on
the goals, objectives and
target audience from the
start across the key
stakeholders.
It simply won’t work unless
everyone is on the same page.
COLLABORATION &
COMMUNICATION
Emphasis on a collaborative
working relationship vs. a
hierarchical/dictatorial one.
You will need to grow accustomed
to frequent, brief meetings where
decision-making is carried out by
all involved parties.
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13. What It Takes to Be Agile
TEST AND LEARN
An understanding that it’s all
data, not opinions or
perspectives. Ongoing focus
in obtaining target audience
feedback throughout the
process.
Determine if your audience is
responding in the way you want
them to so you can make valuable
changes early and often.
CONSTANT
ADAPTATION
Openness to change and a
mindset of always adapting.
Just like in agile
development.
Things are never done; it’s a
continuous cycle that approaches
but never reaches perfection.
ITERATION
A mentality of ongoing
iterative changes to evolve
and improve the end
outcome.
No more Big Bang campaigns or
spray-and-pray tactics.
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14. Case Study

15. Video Production via Agile Marketing
CLIENT
3Pillar, software development
company
CHALLENGE
Capturing the essence of who they
are, what they do and how they do it.
Critically important to showcase but
wasn’t being fully brought to life in just
text and visuals.
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16. Video Production via Agile Marketing
OBJECTIVE
To collaboratively create a new
approach and format to:
1) Communicate how they have been
successful in servicing their clients
2) Get this out to market quickly
SOLUTION
Create a comprehensive case study
video series
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17. Video Production via Agile Marketing
APPROACH
1. Identifying The Opportunity
• After several iterations of script and an exploration of one
animation technique after agreeing on ‘approved’ script,
collectively saw that the narrative (and this type of execution)
wasn’t hitting the mark
• Needed to be agile - marry visual development and copy
development in parallel to really get at the heart of what makes
their process unique
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18. Video Production via Agile Marketing
APPROACH
2. Applying Agile Marketing Process
• Applied agile principles of collaboratively
of testing, learning, and iterating
• Developed hand-written sketches against
the content to determine gaps and
opportunities
• Posted sketches on a conference room
wall to visualize flow of storyboard
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19. Video Production via Agile Marketing
APPROACH
2. Applying Agile Marketing Process
• One series of sketches resulted in several iterations of the visual
storyline
• Teams met 2x/week with key stakeholders to work through the
narrative together and to nail down the right sequence
• Started to design and develop low-fi designs based on style
template 3Pillar had already been using
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20. Video Production via Agile Marketing
APPROACH
3. Optimizing The Approach
• Continued to iterate in a sequence of agile marketing sprints
• In rapid time, developed, optimized and pieced together other
elements of the videos (voiceover & audio, balancing tone,
tempo, visual execution, and content)
• Identified core visuals that were important to convey across any
story, in turn enabled us to build library of assets for future
case studies
October 17, 2016 PRESENTATION TEMPLATE 22

21. Final Product Examples

22. Client Feedback
“It was definitely nice to see things come to life in a different way than they had
before...And it was fun to be a part of it too and to have the ability to shape things
as it went on...It helped that we met face-to-face twice every week and went
through everything. I think that was certainly something that was different than our
usual way of working on something where you usually ask a few questions, go off
and write something, then wait for the reaction. I think people need to realize
there’s an element of them getting in the trenches and rolling up their sleeves and
doing some of the actual work to really get what they want. If it’s going to be a
collaborative process it needs to be a collaborative process.”
3PILLAR
GLOBAL

23. Conclusion

24. Apply Agile Methodology Today
Slow process to fully adopt but worth
the time investment
- Better working relationship between
clients and creative
- More streamlined and productive
workflow
- More efficient operations
- Higher quality deliverables
- Better experiences for end users
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25. THANK YOU
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