The No B.S. Overview of Agile Marketing

No B.S. Overview of Agile Marketing

@scott_voigt

www.homebase.io @HomebaseIO

@msweezey

OK, close your eyes.

Why is planning and effort coordination

tough for marketers?

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tweet

blog post

product video

Dreamforce

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blog post blog post

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blog post blog post blog post

product video product video

Dreamforce

“Holy Smokes, we need to

react to this!”

“We’ve got to have a new website!?

“New product direction!”

tactic results quality

In 2001 a group of software folks got together in Aspen and developed an Agile Manifesto. Here is the gist: Individuals and interactions over processes and tools Working software over comprehensive documentation Customer collaboration over ontract negotiation Responding to change over following a plan

STAND-UPS

What Did You Do Yesterday?

What Are You Doing

Today?

Do You Have Any Roadblocks?

Marketing != Software Development

The Agile Marketing Manifesto

agilemarketingmanifesto.org

S

G

The Agile Marketing Manifesto

agilemarketingmanifesto.org

BETTER NOT BEST

Company size

Spec

ializ

atio

n

Creativity

Execute

Data

Agile Marketing

Efforts

Outcomes

Ideas

Learn

Agile Marketing

Ideas

Agile Marketing

Ideas Efforts

Why are we going to do this?

What do we expect from this effort?

Is there anything to measure?

Make a prediction on the measurement

Agile Marketing

Ideas Efforts

Agile Marketing

Ideas Efforts Outcomes H

einz

Mar

ketin

g

Rhythm

Efforts

Outcomes

Ideas

Monday “Slate the

week” Daily

Friday “Hug It Out”

Continuous Learning

PPC •  Create Topic •  Create Cover Page •  Write 2 Pages •  Advertise as “Pre-Release” •  Drive to Form for conversion •  Measure conversions against your goal •  Evaluate next steps

Create 3 emails at a time. That gives you

plenty of time to see how well they

performed and then create 3 more.

DRIP

1

2

3

NEWS JACKING

REPORT

STAGE 1

STAGE 2

STAGE 3

@scott_voigt

www.homebase.io @HomebaseIO

@msweezey

Thanks!