Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012

•

130 j'aime•93,771 vues

Imagine what you could do if your customer was the core focus of your marketing work, from strategy down to tactics and measurement - Agile Marketing to the rescue! And what if you were measured on shipping value to customers, not on how well you kissed ass or how politically adept you were? Agile Marketing has built-in mechanisms to help! How much more time could you dedicate to customers if you had only three standing meetings each month? Agile Marketing focuses on action! And consider all the benefits of working as part of a cross-functional team that includes design, development, content, analysis, and testing experts so that you have everyone you need to make great things happen all in one place... that Agile Marketing. In this presentation from SEOmoz MozCon 2012, I'll show you four principles of Agile Marketing and thirteen ways to hack your marketing organization with Agile to make it better, faster, and more accountable for your customers. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Technologie Business

Jonathon Colman
Principal Experience Architect
REI: www.REI.com
Twitter @jcolman

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/527412927/

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/376060111/

© Google: http://insidesearch.blogspot.com/2012/05/search-quality-highlights-53-changes.html © Google: http://insidesearch.blogspot.com/2012/06/search-quality-highlights-39-changes.html

What should TAKE OVER
we do today?
THE WORLD!

© Girl With Butterfly Wings: http://www.flickr.com/photos/girlwithbutterflywings/5345704717/

© Lanoba Blog: http://www.lanoba.com/blog/keyword-not-provided-in-google-analytics/

© Sean MacEntee: http://www.flickr.com/photos/smemon/7118761213/

© SEOmoz: http://www.seomoz.org/blog/17-types-of-link-spam-to-avoid

© RustyBrick, Inc. Web Development: http://www.seroundtable.com/google-links-warnings-15461.html

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/147021259/

© Jeff Atwood: http://www.codinghorror.com/blog/2006/11/microsoft-project-and-the-gantt-waterfall.html

© Royal Aluminum Systems Ltd.: http://www.royalalu.com/english/index-1.php

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/433927344/

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/2629114200/

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/4208435158/

© jbeau: http://www.flickr.com/photos/jbeau/6461705837/

© SEOmoz: http://www.seomoz.org/dp/cafe-batman-breakfast

© Joriel "Joz" Jimenez: http://www.flickr.com/photos/joriel/2193885168/ ; © ssoosay: http://www.flickr.com/photos/ssoosay/4138645205/

© Jukka Vuokko: http://www.flickr.com/photos/jvuokko/4566270758/

© Menlopics: http://www.flickr.com/photos/menlopics/7593441874/

© Rubbermaid Products: http://www.flickr.com/photos/rubbermaid/5630536467/

©jonas_k: http://www.flickr.com/photos/jonask/2311309574/

© kdambekalns: http://www.flickr.com/photos/k-fish/2963756919/

© OwenBlacker: http://www.flickr.com/photos/owenblacker/2513682441/

© Trello: https://trello.com/board/distilledu-public-roadmap/4f27ebb65ddaf2d9782e0290

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/3648338776/

© Jared Zimmerman: http://www.flickr.com/photos/spoinknet/6964907727/

© NapaneeGal: http://www.flickr.com/photos/kingstongal/3406263431/

© jayneandd: http://www.flickr.com/photos/jayneandd/4450623309/

© betsyweber: http://www.flickr.com/photos/betsyweber/6730126217/

© lord enfield: http://www.flickr.com/photos/42424413@N06/5954193181/

© hjhipster: http://www.flickr.com/photos/albertovo5/4922814768/

© violet.blue: http://www.flickr.com/photos/violetblue/331392404/

© Jonathon Colman: http://www.flickr.com/photos/jcolman/7557488700/

© magia3e: http://www.flickr.com/photos/magia3e/6236962059/

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/4236465456/

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/333686419/

© Sean Dreilinger: http://www.flickr.com/photos/seandreilinger/4127192270/

Contenu connexe

Tendances

User stories are one of the most visible artefacts of most agile methods and, as such, have generated large quantities of expert advice. In my experience, much of that advice is open to misinterpretation. In this session, we'll explore several classic pieces of advice, to see how misunderstandings can cause problems, despite the best intentions. The examples we'll look at are: - an acronym: INVEST, created by Bill Wake - a technique: relative estimation using story points, created by Ron Jeffries or Joseph Pelrine - a template: Connextra (As-A/I-Want/So-That), created by Rachel Davies Expert advice taken in good faith, that leads to bad outcomes, can cause us to become distrustful. It's time to reiterate that there is no magic formula, no silver bullet. At best, experts can lend you a framework within which to think, but their advice will never make thinking unnecessary.

User stories: from good intentions to bad advice - Lean Agile Scotland 2019

Seb Rose

[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...

500 Startups

Why Product-Led Growth is the most effective GTM strategy

Mickey Alon

OKR Best Practices. Useful tips for creating Objectives & Key Result

Henrik Dannert

With the increased speed that CIOs and CTOs are moving their teams into agile environments, their financial brethren are running to catch up. Having been grounded in the days of waterfall methodologies, the financial side of the house is dealing with great uncertainty on how to account for software development costs. Questions include: Are all development costs now expensed because of the continual planning, developing and pivoting of software projects that occurs within agile? If development costs can be capitalized, what is the appropriate way to track these costs – through hours or something new altogether like story points? We will explore how the historic accounting guidance that was developed specifically through the lens of waterfall methodologies remains applicable within agile methodologies. We will look at the alternative ways to amortize these capitalized development costs and evaluate the pros and cons of doing so. In addition to the financial reporting aspects of this presentation, we will also explore the benefits gained by moving from project-based funding to overall product–based funding and what key requirements must be in place to have that successful. The goal of this presentation is to increase awareness among the audience that while making the decision to become agile is a business decision, this decision cannot be done in isolation. The business will eventually need the approval by their finance colleagues and if these financially grounded colleagues are not educated on the financial and accounting implications of moving to agile methodologies they may block such a move based on their misunderstandings alone. Getting everyone on the same page is a key success factor when moving to agile.

Avoiding the Pitfalls of Capitalizing Software in an Agile World

LeadingAgile

Presenting this set of slides with name - Build A Minimum Viable Product PowerPoint Presentation Slides. We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of twentyone slides. Our tailor made Build A Minimum Viable Product PowerPoint Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Build A Minimum Viable Product PowerPoint Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.

Build A Minimum Viable Product PowerPoint Presentation Slides

SlideTeam

If you’re being methodical about growth, analytics matters. For startups, analytics is about measuring the right metric, in the right way, to produce the change the business needs most at that point in time. That’s harder than it sounds: you need a solid understanding of your business model; an awareness of what’s most at risk; and a clear idea of where to draw the line between success and failure. Metrics measure not only the health of your business, but also your journey to product/market fit; the value of your company; and the reliability of your underlying infrastructure. Join Lean Analytics co-author Alistair Croll for an all-day, in-depth look at analytics, measurement, and working with data. We’ll cover: The five stages of growth every company goes through, and how they guide your choice of metrics Six business-model archetypes and their unique measurement challenges What “good enough” looks like for fundamental metrics How to think about cohorts, segments, percentiles, and histograms Measuring and aggregating infrastructure KPIs such as latency and availability Using the Lean Analytics cycle to improve through experimentation This workshop is relevant for people working in standalone startups and for corporate entrepreneurs. It will combine presentations, case studies, and interactive discussion of the audience’s specific measurement challenges. Attendees need not be technical but should come armed with a basic understanding of web analytics, business metrics, and their current business model, plus a willingness to share with one another.

Startup Metrics: The Data That Will Make or Break Your Business by Alistair C...

Lean Startup Co.

value stream mapping workshop

Proyectalis / Improvement21

How do you get good at product management? Practice of course. Marathoners don't just show up and run the race; they practice - distance, stamina, sprints, even core muscles. Product Managers from Patreon and Asana, Nick Fassler and Neil McCarthy, showed how you can practice through product teardown and hone your product senses. Nick and Neil talked about how the product teardown key dimensions are default experience, new user experience, sharing/virality and monetization.

How to Tear Down a Product by Patreon & Asana's Product Managers

Product School

Agile Mindset For Executives

Michael Tarnowski

Professional Scrum Product Owner I (PSPO-I)

Mirosław Dąbrowski C-level IT manager, CEO, Agile, ICF Coach, Speaker

Scrum to Scrumban Migration

Skills Matter

Getting Started With OKRs (Objective Key Results)

The Moonshot Planner

Epics and User Stories

Manish Agrawal, CSP®

WTF is a Product Roadmap?

Fresh Tilled Soil

OKR COACH CERTIFICATION. LIMITED NO OF SEATS! Become an OKR Coach and achieve amazing results and sustainable growth for you Company. Setting Objectives and Key Results for your Business To succeed in executing strategy in today’s fast-paced digital age, you need to have the correct mindset, the correct methodologies, and the correct Tools in order to develop, communicate, and implement your strategy and deliver the right results quickly. OKRs (Objectives and Key Results) are a goal-setting methodology developed by Intel and popularized by Google. It focuses the organization on greatness to achieve its overall strategy, and has gained significant traction with the release of John Doerr’s book Measure What Matters.

OKR COACH CERTIFICATION TRAINING

Marc Wagner

Customer Development Class 1 And 2 090409

Stanford University

Visualizing projects using a Portfolio Kanban system provides many benefits in terms of transparency and accountability. In this session, we will briefly explore what is the Kanban method and how a Portfolio Kanban system works. Attendees will learn how to design a Portfolio Kanban system by visualizing multiple flight levels within an organization. This is a great opportunity to gain knowledge on how many companies currently use Kanban and how it can help you visualize your projects in a more Agile and Lean way.

Flow projects efficiently with a visual Portfolio Kanban system.pdf

Dimitri Ponomareff

Startup Metrics for Pirates

Dave McClure

Introduction to OKR - Objectives and Key Results

Weekdone.com

Tendances (20)

User stories: from good intentions to bad advice - Lean Agile Scotland 2019

[500DISTRO] The Scientific Method: How to Design & Track Viral Growth Experim...

Why Product-Led Growth is the most effective GTM strategy

OKR Best Practices. Useful tips for creating Objectives & Key Result

Avoiding the Pitfalls of Capitalizing Software in an Agile World

Build A Minimum Viable Product PowerPoint Presentation Slides

Startup Metrics: The Data That Will Make or Break Your Business by Alistair C...

value stream mapping workshop

How to Tear Down a Product by Patreon & Asana's Product Managers

Agile Mindset For Executives

Professional Scrum Product Owner I (PSPO-I)

Scrum to Scrumban Migration

Getting Started With OKRs (Objective Key Results)

Epics and User Stories

WTF is a Product Roadmap?

OKR COACH CERTIFICATION TRAINING

Customer Development Class 1 And 2 090409

Flow projects efficiently with a visual Portfolio Kanban system.pdf

Startup Metrics for Pirates

Introduction to OKR - Objectives and Key Results

Similaire à Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012

Metrics that Matter

Will Critchlow

How can companies increase conversion, drive more traffic, and increase customer satisfaction? By focusing on web site performance. It's like the silver bullet of customer experience! In this presentation at SMX Advanced 2012 in Seattle, Jonathon Colman, the in-house SEO at REI walks us through the business case around site speed optimization and shares five key tips to make your site perform faster for the benefit of your customers. There's also quite a few references to Twilight, Jacob Black, werewolves, and Taylor Lautner. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Web Performance Optimization: The Silver Bullet of SEO and UX

Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012

Similaire à Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012 (20)

Plus de Jonathon Colman

Plus de Jonathon Colman (20)

Dernier

Dernier (20)

Agile Marketing: 4 Principles and 13 Hacks - SEOmoz MozCon 2012