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.
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
5. Modern marketing architecture
Search Engines
SEO & PPC
Site Traffic
Email
Prospect
Demos & Videos
Downloads
‘Actions’ on Site
Leads
Marketo
SalesForce
Sales
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
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
22. The agency
Many essential functions
Advertising
Design
Media buying
Public relations
Social media
Customer relationship management
Database and analytics
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
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
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
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