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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
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Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Oct 17, 2014

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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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Page 1: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

REBRANDING AGILE: HOW MARKETERS ARE

CHANGING THE WAY THEY WORK FOR REAL-TIME

WORLD

Frank Days Tech Marketing VP AgileMarketingBlog.comCohost Marketing Agility Podcast

Page 2: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World
Page 3: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World
Page 4: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

New category of influencers

Page 5: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Demos & Videos

Downloads

Modern marketing architecture

Site Traffic

‘Actions’ on Site

Leads

Search Engines SEO & PPCContent

PR & Partners

Marketo SalesForce Sales

Prospect

Email

Page 6: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

More data and better real-time analytics

Page 7: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Many old tricks don’t work any more

Page 8: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Marketing mix is increasingly digital

Page 9: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

A tale of three marketers

The CMO The Media The Agency Man

Page 10: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Meet the Chief Marketing Officer

Page 11: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

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

Page 12: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Held more accountable than ever

Page 13: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Conversation is always happening

Page 14: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Less certainty about how things spread

Page 15: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Forced to test more before diving in

Page 16: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Meet the media

Page 17: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Bad news: mass media is dying

Page 18: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Fragmentation of media

100’s of cable/satellite channels

Dozens of relevant social channels

And your existing “old media” channels

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Good news: content is still king

“$118.4 billion will be spent on content marketing, video marketing, and social media in 2013”

- eMarketer

“80% of business decision makers prefer to get company information in a series of articles versus an advertisement.”

- Content Marketing Institute

“Content creation is ranked as the single most effective SEO technique”

- Marketing Sherpa

“27,000,000 pieces of content are shared everyday.”

- AOL and Nielson

Page 20: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Convergence of mass and social media

Page 21: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Meet The Ad man

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The agency

Many essential functions Advertising Design Media buying Public relations Social media Customer relationship management Database and analytics

Page 23: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Waterfall protects margins

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Waterfall prevents bad client behavior

Page 25: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Agile marketing to the rescue

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Rebranding Agile

Credit: Scott BrinkerChief Marketing Technologist

Page 27: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

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

Page 28: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

As an senior executive…

Results matter more than documentation so I need a lightweight approach

Page 29: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

The communications overhead for a project

increases as the size of the team grows

- The Mythical Man Month, 1975

And making interesting connections

Page 30: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Interviews with Leaders

Since April 2011

Interviewed pioneers

Too early

Lots of chasing

Many renegades

Page 31: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

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

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Agile marketing meetups

San Francisco

Boston

Seattle

China

Many more

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State of Agile in Marketing

Page 34: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

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

Page 35: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Marketing adoption of Agile

Page 36: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Marketers often talk about little “a” agile (not big “a” Agile)

Page 37: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Less dogmatic

Page 38: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

All are using sprints

Image: Wikipedia

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Scrums frequency varies

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Burndowns are infrequent

Image: Wikipedia

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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

Page 42: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Challenges

Page 43: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Marketers are storytellers

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Long lead times tasks

Events

Media buying

User conferences

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Branding and product marketing less dynamic

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Talent level

“Waterfall protects the weak”

Smarter people can adapt and adjust

Need people who can handle uncertainty

Image: Wikipedia

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Agile marketing or marketing with agile?

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Transitions

Ecommerce/dotcom became multichannel retail

Web 2.0/social media marketing becoming content marketing

When will Agile marketing become Agile?

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How Agile helps marketers

Adaptive for increasing uncertain channels

Transparent process

Make team more effective by focusing

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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

Page 51: Rebranding Agile: How Marketers are Changing the Way they Work for Real-time World

Let’s connect

Frank Days

[email protected]

@tangyslice

Tangyslice.com

Agilemarketingblog.com

Agile Marketing Group on Facebook

Marketing Agility Podcast on iTunes