Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World
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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.
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Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World
- 1. REBRANDING AGILE: HOW MARKETERS ARE CHANGING THE WAY THEY WORK FOR REAL-TIME WORLD Frank Days Tech Marketing VP AgileMarketingBlog.com Cohost Marketing Agility Podcast
- 4. New category of influencers
- 5. Modern marketing architecture Search Engines SEO & PPC Site Traffic Email Prospect Demos & Videos Downloads ‘Actions’ on Site Leads Marketo SalesForce Sales
- 6. More data and better real-time analytics
- 7. Many old tricks don’t work any more
- 8. Marketing mix is increasingly digital
- 9. A tale of three marketers The CMO The Media The Agency Man
- 10. Meet the Chief Marketing Officer
- 11. 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
- 12. Held more accountable than ever
- 13. Conversation is always happening
- 14. Less certainty about how things spread
- 15. Forced to test more before diving in
- 16. Meet the media
- 17. Bad news: mass media is d
- 18. Fragmentation of media 100’s of cable/satellite channels Dozens of relevant social channels And your existing “old media” channels
- 19. Good news: content is still king “$118.4 billion will be spent on content marketing, video marketing, and social media in 2013” - eMarketer “27,000,000 pieces of content are shared everyday.” - AOL and Nielson “Content creation is ranked as the single most effective SEO technique” - Marketing Sherpa “80% of business decision makers prefer to get company information in a series of articles versus an advertisement.” - Content Marketing Institute
- 20. Convergence of mass and social media
- 21. Meet The Ad man
- 22. The agency Many essential functions Advertising Design Media buying Public relations Social media Customer relationship management Database and analytics
- 24. Waterfall prevents bad client behavior
- 25. Agile marketing to the rescue
- 26. Rebranding Agile Credit: Scott Brinker Chief Marketing Technologist
- 27. 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
- 28. As an senior executive… Results matter more than documentation so I need a lightweight approach
- 29. And making interesting connections The communications overhead for a project increases as the size of the team grows - The Mythical Man Month, 1975
- 30. Interviews with Leaders Since April 2011 Interviewed pioneers Too early Lots of chasing Many renegades
- 31. 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
- 32. Agile marketing meetups San Francisco Boston Seattle China Many more
- 33. State of Agile in Marketing
- 34. 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
- 35. Marketing adoption of Agile
- 36. Marketers often talk about little “a” agile (not big “a” Agile)
- 37. Less dogmatic
- 38. All are using sprints Image: Wikipedia
- 40. Burndowns are infrequent Image: Wikipedia
- 41. 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
- 42. Challenges
- 44. Long lead times tasks Events Media buying User conferences
- 45. Branding and product marketing less dynamic
- 46. Talent level “Waterfall protects the weak” Smarter people can adapt and adjust Need people who can handle uncertainty Image: Wikipedia
- 47. Agile marketing or marketing with agile?
- 48. Transitions Ecommerce/dotcom became multichannel retail Web 2.0/social media marketing becoming content marketing When will Agile marketing become Agile?
- 49. How Agile helps marketers Adaptive for increasing uncertain channels Transparent process Make team more effective by focusing
- 50. 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
- 51. Let’s connect Frank Days fmdays@tangyslice.com @tangyslice Tangyslice.com Agilemarketingblog.com Agile Marketing Group on Facebook Marketing Agility Podcast on iTunes