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Agile Marketing: A Step by Step Guide

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Olga shares how agile marketing principles help to achieve better results in less time and keep your team motivated and creative. While there are so many great talks on "what" to do in online marketing, Olga is speaking about "how" to do it and structure your team to succeed.

Publié dans : Direction et management
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Agile Marketing: A Step by Step Guide

  1. 1. OlgaAndrienko Head of Global Marketing at SEMrush Agile Marketing: A Step-by-Step Guide @olgandrienko Slideshare: bit.ly/agile_brighton
  2. 2. We ALL face the challenge of winning on the market that is constantly changing. #BrightonSEO
  3. 3. Every minute… #BrightonSEO
  4. 4. Long-term planning doesn’t work Your beautiful 1-year marketing plan is outdated!
  5. 5. So what helps to handle the pressure?
  6. 6. Adapt to change and pressure the right way Adapting to change Embracing change
  7. 7. ADAPTING TO CHANGE Changes your company, but not the environment Changes the environment EMBRACING CHANGE
  8. 8. Agile Marketing Validated learning over opinions Adaptive and iterative campaigns over Big-Bang campaigns Customer focused collaboration over silos and hierarchy The process of customer discovery over static prediction Responding to change over following a plan Many small experiments over a few large bets Flexible planning over rigid planning
  9. 9. Step 1: Empower your people Push decision-making down the hierarchy and find ways to increase the focus on the customer. #BrightonSEO
  10. 10. People are the only element of your success that your competitors can’t replicate.
  11. 11. What marketers love CREATIVITY FREEDOM BUDGETS J
  12. 12. What to give to your marketing team CREATIVITY FREEDOM BUDGETS RESPONSIBILITY
  13. 13. Autonomous cross-functional teams Product owners or process leads are setting a direction, not telling how to achieve goals 10Image source: https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
  14. 14. Agile marketing doesn’t mean chaos Leaders explain “what” to do, but not “how”. And all leaders are involved in the process themselves.
  15. 15. Step 2: Performance management and workflow 10
  16. 16. Agile frameworks to increase productivity SCRUM KANBAN SCRUMBAN
  17. 17. Scrum tests: 2-week vs. 3 week sprints Marketing is distribution and promotion. 2 weeks are not enough to plan and execute 10Image source: http://chiefmartec.com/2013/10/3-myths-agile-marketing/
  18. 18. Scrum 10 3-week sprints (tested 3 vs. 2 weeks) The team defines the “how” (“what” comes from management + the team) Backlog is created through brainstorming sessions Planning sessions, standups and retrospectives
  19. 19. Test: task management tools Teams can use whatever tool they like best. Tools tested: Trello, Asana, Wrike, Todoist
  20. 20. 20 Next steps: Create backlog with ideas Small campaigns and experiments Always listen to the customer and check data
  21. 21. Agile marketing cases in action Companies that incorporated agile principles in how they market
  22. 22. What was changed Switched to in-house design team from agency Constant feedback: Voice of the Customer surveys (via SurveyMonkey) Switched email client to cheaper and easier option that would enable teams to create content themselves Source: https://simplehq.co/blog/saving-money-with-agile-marketing/
  23. 23. Saved $3m in costs in 2 years In-house creative department alone saved about $1.4 million Source: https://simplehq.co/blog/saving-money-with-agile-marketing/ Marketing budget of $9 million brings $12 million in value NPS changed from 48 to 72 in 12 months
  24. 24. “The understanding of our differentiation proposition was lower than our competitors. We’ve dramatically improved that in the past 12 months.” Darren Gunton, CMO of Chemmart Pharmacy
  25. 25. 25 Transparency culture at Buffer Distributed team worldwide Transparency and happiness culture Customer feedback incorporated in the roadmaps
  26. 26. Transparent roadmap at Buffer Ideas are immediately tested
  27. 27. Transparent Pricing by Buffer The price of the subscription divided by the costs Buffer has 27
  28. 28. 28 Agile marketing in SEMrush Local presence without being local: SEMrush Pizza Time (Australia) Reacting to trending news: Adding Dothraki database in SEMrush Applying strengths of the team to marketing: #SEMrushchat (Twitter chat)
  29. 29. Local approach at SEMrush > 90% growth for emerging markets in 2016 500,000 new users within 8 months Closer connections with clients and the industry because we really listen
  30. 30. Challenges of agile marketing
  31. 31. Proactive team members suffer from the lack of involvement of others. Hiring mistakes lead to disfunctional teams and communicational disasters.
  32. 32. HIRING Proactive + creative + responsible + flexible team players are extremely hard to find Equals find it hard to give negative feedback and kick out the team members who are not performing FIRING
  34. 34. Happy and motivated people create awesome things. @olgandrienko via #BrightonSEO
  35. 35. When a team commits to something they initiated themselves, it's likely to be finished, because they care about the end result. @olgandrienko via #BrightonSEO
  36. 36. Natural leaders stand out immediately. Every team member reveals talents and focus on what they do best. @olgandrienko via #BrightonSEO
  37. 37. There is a saying… You can’t do epic sh*t with basic people
  38. 38. But the truth is different All people are epic, but often there are basic rules that block creativity.
  39. 39. Thank you! Olga Andrienko Head of Global Marketing @olgandrienko o.andrienko@semrush.com Slides: bit.ly/agile_brighton