Agile Marketing

AGILE MARKETING

AGILE MARKETING – DEFINITION

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

CONVENTIONAL MARKETING PROCESS

BIG NEW BIG
STRATEGY STRATEGY

FOCUS GROUPS ADJUST BIG LAUNCH MEASURE

Tests with consumers / customers Campaign, Ad, Website, etc.

THE AGILE MARKETING PROCESS B. TRY STH. ELSE A. CONTINUE

LITTLE ITERATION CYCLE INSIGHTS LITTLE ADJUST ITERATION CYCLE
STRATEGY STRATEGY
Plan. Design. Plan. Design.
Launch. Measure Launch. Measure

Learning Curve

AGILE MARKETING – PROCESS

AGILE PUBLISHING AND MARKETING PROCESS

ITERATION 1 ITERATION 2 ITERATION 3

Describe Develop Describe Develop Describe Develop

CONCEPT & Learn Test Learn Test Learn Test PERFORMANCE
DEFINITION Launch Launch Launch MEASUREMENT

Concept Realization
Production and Deployment

Identify target market, market Define user interactions Benchmark performance
size and customer needs Create product and look and fell Analyze statistics
Test and launch Measure ROI / Customer satisfaction
Assess competition

Select technology

AGILE MARKETING – DEFINITION

Agile Marketing is adapting
agile management and software
development methods in the
context of marketing management.

AGILE MARKETING – WATERFALL VS. AGILE

PRODUCE 24h

DEPLOY

REVIEW SPRINT

TIME-BOX

Traditionally, marketing Agile software
management follows developers
a well-structured stages Invented new
plan like a quarterly or adaptive management
yearly marketing plan. methodologies like Scrum.

RIGID PLANS AGILE
(WATERFALL) ITERATIONS

AGILE MARKETING – PROCESS

CUSTOMER DRIVEN FLEXIBLE & CREATIVE ITERATIVE & ACCOUNTABLE

SCRUM TEAM

Voiced through Focus on VOC (Voice of the Customer) 2-week sprints
“user stories” By product owner & empowered Measure regularly and often
written in plain text. scrum master.

AGILE MARKETING – DEFINITION

An iterative and incorporating
adaptive process rapid feedback,

where small, highly- to deliver emergent
collaborative teams solutions,

work in a series emphasizing transparency
of short cycles among all stakeholders.

AGILE MARKETING MANIFESTO

RESPONDING TO CHANGE RAPID ITERATIONS
OVER FOLLOWING A PLAN OVER BIG CAMPAIGNS

TESTING & DATA MANY SMALL EXPERIMENTS
OVER OPINIONS & CONVENTIONS OVER A FEW LARGE BETS

INDIVIDUALS & INTERACTIONS COLLABORATION
OVER TARGET MARKETS OVER SILOS & HIERARCHY

AGILE MARKETING MANIFESTO

RESPONDING TO CHANGE FOLLOWING A PLAN

RAPID ITERATIONS BIG CAMPAIGNS

TESTING & DATA over OPINIONS & CONVENTIONS

MANY SMALL EXPERIMENTS A FEW LARGE BETS

INDIVIDUALS & INTERACTIONS TARGET MARKETS

COLLABORATION SILOS & HIERARCHY

AGILE MARKETING MANIFESTO

RESPONDING RAPID TESTING MANY SMALL INDIVIDUALS COLLABORATION
ITERATIONS
TO CHANGE AND DATA EXPERIMENTS AND ACTIONS OVER SILOS AND
OVER CAMPAIGNS HIERARCHY
OVER FOLLOWING OVER OPTIONS OVER A FEW OVER PROCESSES
A PLAN AND CONVENTIONS LARGE BETS AND TOOLS / TARGET
MARKETS

AGILE MARKETING – SPECTRUM PR / CONTENT MARKETING
WHITE PAPERS
PACKAGING
MERCHANDISING SALES / DISTRIBUTION
CHANNEL TRAINING
FINANCE / HR
OPERATIONS

PRODUCT MANAGEMENT WEB / SOCIAL MEDIA
RESEARCH MOBILE – EMAIL
METRICS
DEVELOPMENT ROADMAPS
ADVERTISING & PROMOTION
SUPPLY CHAIN / EVENTS / LEAD GENERATION
MANUFACTURING

CUSTOMER
SERVICE & SUPPORT

AGILE MARKETING – USER STORY TEMPLATE

PRIO USER STORY SUCCESS CRITERIA OWNER POINTS & STATUS
How difficult is this
1 A specific description of a task from the Measureable results. Name task? Velocity &
stakeholder perspective. What defines points get refined
“done”? (like over time.
Should start with “As a _______ prototype launched)
(stakeholder), I want to ______ Difficult points
(task), so that ______
(desired result).”

List specific activities, if story becomes too
large, consider ways you could break it up.
Ensure dependencies are noted.

2 A specific description of a task from the Measureable results. Name
stakeholder perspective.

AGILE MARKETING – USER STORY TEMPLATE

USER STORY 1 USER STORY 2 USER STORY 3

As a _______ (stakeholder), As a _______ (stakeholder), As a _______ (stakeholder),
I want to ______ (task), so I want to ______ (task), so I want to ______ (task), so
that ______ (desired result). that ______ (desired result). that ______ (desired result).

Acceptance Criteria: Acceptance Criteria: Acceptance Criteria:

1. Acceptance criteria 1. Acceptance criteria 1. Acceptance criteria
2. Acceptance criteria 2. Acceptance criteria 2. Acceptance criteria
3. Acceptance criteria 3. Acceptance criteria 3. Acceptance criteria
4. … 4. … 4. …

BUSINESS USER STORY BUSINESS USER STORY BUSINESS USER STORY
VALUE VALUE POINTS VALUE VALUE POINTS VALUE VALUE POINTS

AGILE MARKETING – USER STORY TEMPLATE

Story Title Story ID

USER STORY IMPORTANCE

As a ______________ (stakeholder), ESTIMATE
I want to ______________ (task),
so that ______________ (desired result).

ACCEPTANCE CRITERIA TYPE

Measureable results. What defines “done”? Payment
And I know I am done when: …. Report / View
Search
Manage Data
Workflow

AGILE MARKETING – FOCUS ON THE CUSTOMER

CUSTOMER CONSUMER CONSUMER- FEEDBACK- PERSONALIZED
FIRST RELEVANT CENTRIC DRIVEN MARKETING AND RESPONSIVE

TACTICS