With over 3,700 marketing technologies to choose from and increasing pressure to prove ROI. B2B marketers have more opportunity, but less time, than ever before. In this session, Delphine Cherewick will share how implementing an agile marketing model empowers B2B marketers to leverage the right technology, innovate on strategy and optimize new digital programs.

1. 1
Agile Innovation for the B2B Marketer

2. 2
Agenda
• B2B Marketing today
• What is agile?
• Agile for marketing
• Four pillars

3. 3

4. 4
B2B Marketing Today

5. 5
It’s a changing world
12
searches before B2B
researchers visit a supplier
website.*
91%
growth in last two years in
smartphone use throughout the
path to purchase.*
57%
of the purchase process is
complete before B2B buyers
contact suppliers directly.**
89%
of B2B researchers use the
internet during the B2B
research process.*
*Source: Think with Google. The Changing Face of B2B Marketing 2015: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014
**Source: CEB & Google. B2B Digital Evolution 2013

6. 6
Reset B2B customer expectations
Helpful answers and explanations
On the device they are using
At the time they are looking
In the channel they are using

7. 7
3,874
marketing
technology
solutions.
Source: Scott Brinker, ChiefMarTec.com http://chiefmartec.com/2016/03/marketing-technology-landscape-supergraphic-2016/

8. 8
The rise of content in marketing
Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America
76% of B2B marketers plan
to create more content than
they did one year ago
51% of B2B marketers plan
to increase content marketing
spend this year
88% of B2B marketers use
content marketing

9. 9
Producing engaging content
Measuring content effectiveness
Producing content consistently
Measuring the ROI of content marketing program
Lack of budget
Producing a variety of content
Top challenges for B2B Content Marketers
Source: Content Marketing Institute & MarketingProfs - B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America
60%
57%
57%
52%
35%
35%

10. 10
What is agile?

11. 11

12. 12
Requirements
Design
Build
Test
Launch and
maintenance
Long development cycle à
Market conditions changed
Business requirements changed
Traditional “waterfall” methodology of
software development
Software Development & the Agile manifesto of 2001

13. 13
“Welcome changing requirements, even late in development. Agile processes harness
change for the customer's competitive advantage.”
“Business people and developers must work
together throughout the project.”
1 to 4 week cycles of sustainable development
Ship Ship Ship
Sprint 1 Sprint 2 Sprint 3
Agile methodology

14. 14 Source: VersionOne 10th Annual State of Agile Report (2016)
87%
ability to manage
changing priorities
85%
increased team
productivity
81%
increased team
morale/motivation
84%
improved project
visibility
Benefits of Agile

15. 15
Agile for marketing
Image source: Flickr. Artist credit: Peter Petrus. License https://creativecommons.org/licenses/by/2.0/legalcode

16. 16
Big launch
campaigns
Micro
campaigns
A micro approach to a big challenge
Essential to sustainable marketing in a new economy

17. 17
Campaign
idea Plan
Create
Implement
Launch and
measure
6 months
Message not resonating
Missed opportunity to respond
Big bets, big campaigns, big expectations
Traditional
marketing planning
and execution

18. 18
Agile methodology applied to marketing
2 to 6 week cycles
of building on
customer insights.
Cross-functional, self-sustaining teams, creating
micro campaigns, generating rapid insights.
Launch Launch Launch
Sprint 1 Sprint 2 Sprint 3

19. 19
Blogs promoted
through social media
and syndication
Thought Leadership webinars,
whitepapers and case studies
Promotions in social
media on Twitter &
LinkedIn

20. 20
Four pillars
Teamstructure
Tools&processes
RethinkGoals
Measure&optimize

21. 21
Today’s marketing organization
Product Marketing A
Digital & Social Creative Content Ops Data & Analytics
Product Marketing B

22. 22
• Campaign Manager, Strategy
• Creative
• Email
• Social Media, Blogging & writing
• Content Ops
• Analytics
Agile marketing team structure
Common
Goal
Smaller, more nimble teams
foster alignment towards a
common goal

23. 23
Purposeful meetings
Templates
• Editorial calendar
• Landing page; email
templates
• Social media specs
• Reporting
Tools
• Excel, Trello, Microsoft
Project, Asana, Moovia,
AgileZen
Agile tools and processes
• Quarterly & Sprint Planning
• Daily or weekly “stand-ups”
• Review
• Retrospective

24. 24
• Attainable and measurable within shorter window
• Consider the sales cycle: if longer, what micro-
conversions or indicators are possible to evaluate
performance in short term vs. longer?
• Marketing Ready Leads
• Accounts visited (DemandBase)
• High value engagements (tally of online activities,
indicating engagement)
• Evaluate performance toward bigger goals at
appropriate intervals
Rethink goals
Teams work together toward a
common goal

25. 25
• A/B test
• Optimize based
on performance
• Learn from
results, apply in
next cycle
Test, measure and optimize

26. 26
Increase risk-taking and
creativity by breaking
down big projects to
smaller, measurable
chunks of work.
Collaborative, nimble,
self-contained,
cross-functional and
productive teams.
Streamline work
through templates,
structure, tools and
processes – leaving
room for creativity.
Test and learn – gain
rapid insights to
optimize and feed
into next cycles for
continuous
improvement.
Benefits of agile marketing

27. 27
Ensuring
success
Key Considerations
ü Garner executive support and buy-in.
ü Provide training for teams.
ü Establish effective project management to ensure work moves in a rolling cadence.
ü Share learnings and best practices across teams.

28. 28
Resources
• Agile Marketing
– http://www.agilemarketing.net/
– Hacking Marketing, by Scott Brinker
• Content marketing & B2B Marketing Trends Research
– LinkedIn Sophisticated Marketer’s Guide to Content Marketing eBook
– Content Marketing Institute’s 2016 Benchmarks, Budgets, and Trends—North America
– Think with Google: The Changing Face of B2B Marketing

29. Q & A
Thank you!
Delphine Cherewick
@d_cherewick
delphine_cherewick@dell.com