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Agile Marketing-Finally, Data-Driven Marketing That Works

Presentation given at TechDay Camp 2013 on Agile marketing. Agile helps improve marketing ROI by quickly iterating what works and maximizing the value of marketing spend. This overview of how to get started with Agile marketing looks at the history of Agile, how it brings results faster than traditional methods, and best practices for getting an organization moving in the Agile direction. Presentation by Christina Inge, and John Cass, founder of Agile Marketing Meetup

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Agile Marketing-Finally, Data-Driven Marketing That Works

  1. 1. Agile Marketing – Finally, Data Driven Marketing That Makes Sense Presented By John Cass, Director of Digital Marketing, McDougall Interactive Christina Inge, VP of Marketing, EdTrips
  2. 2. What Is Agile Marketing?  Applies Agile, a principal originally from engineering, to marketing to reach these goals:   Knowing—and proving— what works  2 Faster results from marketing efforts Spend less on marketing that doesn’t work
  3. 3. How Does It Work? Launch Campaign Close & Evaluate Data Iterate/ Improve/ Discard 3 See Early Results
  4. 4. Agile vs. Traditional Marketing  4 “Agile Marketing is: focus on the customer, validated learning, short, adaptive iterations and crossfunctional collaboration” – Jim Ewel, AgileMarketing.net
  5. 5. Agile Pillars in Practice   Validated Learning: Test what you do, learn from each campaign  Adaptive Iterations: Tweak weekly/monthly to generate more results. No Crock Pots!  5 Focus On the Customer: Don’t talk about how hard you worked, talk about how you solve customer problems Cross-Functional Collaboration: Inside and outside marketing
  6. 6. Agile vs Traditional Campaign • Long planning process • Set in stone for Set Annual year/quarter Set Strategy Plan • Expensive • Can take months Build Major • Intensive reviews Campaigns Launch Campaigns Evaluate 6 • Don’t know if it’s working until later • Cannot change • Done late if at all • Doesn’t always feed back into next year’s strategy Create/Source Resources Run Campaigns Test & Iterate
  7. 7. Small, Big & Agencies  Start-Ups: Lots of small teams working in parallel  Large Companies: EMC great example, to improve process within the marketing organization  Agencies: Disincentive to work this way, but improves the communications process 7
  8. 8. Agile Development Manifesto  Individuals and interactions over processes and tools  Working software over comprehensive documentation  Customer collaboration over contract negotiation  Responding to change over following a plan 8
  9. 9. A Few Principles  Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.  Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.  Deliver working software frequently, from a couple of weeks to a couple of months, with a preference for the shorter timescale. 9
  10. 10. Getting Started: Sprint Process Chiefmartec.com Scott Brinkler 10
  11. 11. Sprint Insights  Sprint periods vary by each team from 1 week to 6 weeks  Planning review improves effectiveness  Reduce tasks to boost credibility 11
  12. 12. Scrum   12 What makes up a scrum?  Daily 15-minutes  Stand-up to enforce bounds What’s the purpose of a scrum?  Usually, only team members, ScrumMaster, product owner, can talk
  13. 13. Scrum: 3 Questions To Answer What did you do yesterday? What will you do today? What impediments exist? • Commitments with peers • Address minor issues early • Keeps project on track 13
  14. 14. The Importance of Data  Data is everything in an Agile marketing  Measure success of last iteration  Not Yes or No--data shows what worked, why, and how  Feed data into the next iteration  Test hypothesis—data is nothing without structure  Look at specific metrics and look at everything: target audience, creative, execution, strategy 14
  15. 15. Sprint Review & Retrospective Sprint Review • The team presents what was accomplished during the sprint • A demo or review of metrics • Whole team participates • Invite the world Sprint Retrospective • After every sprint, take a look at what is and is not working • Typically 30–45 minutes • Internal meeting to the team, scrum master and sometimes product owner 15
  16. 16. What If I’m One Person? Have A Company Scrum Solo Respect their internal processes 16 Benefits All Take Stock Every Day In a company Iterate and Evaluate Agile is more on your end With contractors
  17. 17. HubSpot  Picked up from the development team after they improved their processes  More visibility with management & company  Helped to build the new team  Added Science Fairs to 9 teams  Growth has created some 17
  18. 18. EdTrips  One-person marketing team, but rest of team very committed to evangelizing a product that helps teachers (―social organization‖)  Weekly iterations, daily projects  Focused on metrics, make decisions quickly on what is driving results  Test and measure daily  Doubling user base every other week—look at what campaigns drove the most  Once something works, keep perfecting it—always seeking strategic and technical improvements 18
  19. 19. Questions?   339 368 1955  http://pr.typepad.com  @christinainge  19 @johncass http://MarketingForGrowth.wordpress.com