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Product Owner Role for Digital Marketing Agencies
- 2. Technical check! Very difficult Super easy 0 1 2 3 4 5 6 7 8 9 10
- 3. Thank you for your time! 24/04 xx
- 4. We observe 4 large transformations within agencies in 2020 Moving from channels into funnels Moving from hours into services Moving from Account experts to Consultants Moving from teams into networks Customer Segmentation Rate-Card Pricing Consulting based selling Scrum Operations 24/04 Dynamic Service Maps Product Owner Rate Card Pricing Consulting Skills 2 Agile Client Development Tribe Organization Self Leadership Autonomous Teams Consulting Skills 1Pricing Options in AgenciesCustomer Segmentation
- 5. We are delighted about many agencies in our community Calls are published on eventbrite
- 6. 1 Definition of the role of a product owner 2 Objective, processes & roles of product owner 3 DIY guide: How to create the role of product owners 4 Q&A Agency Community
- 7. Author: Accelerate Coach 2020 1 Definition of the role of a product owner
- 8. Which one of you comes from an agency background?
- 9. How difficult is it for you to match your various client requirements in a service menu? Very difficult Super easy 0 1 2 3 4 5 6 7 8 9 10
- 10. How did your customer inquiries look in 2010? “We are looking for an agency that broadcasts our search marketing.”
- 11. How did your customer inquiries look in 2020? “We do online marketing. But we don't know which campaigns we need on which channels.”
- 12. Services have become much more complex in the last 5 years.
- 13. Any agency that wants to grow significantly in 2020 should understand both the end customer and the advertiser. Company Account Manager Value for customer Online Channels / Digital Marketing Set-up CMO User/ End customer
- 14. The agency should understand the user's Journey REACH ACT CONVERT ENGAGE Clientinteractions&value Time One-time purchase Repeated purchases Loyal customer Churned customer Undecided customer Create demand & request for purchase User / End customer
- 15. The agency should understand the client's objectives Online revenue Digital brand building Price Opportunity Profit opportunity Brand building Network strategy ● Scaling through plagiarism ● Scaling via Discounts ● Volume increase (365th Store) ● Sale Slow Movers ● Margin-optimization Campaigns ● Digital addressing of the target personas ● Digital networking of offline campaigns ● Connecting online and offline Touch Points ● Optimization of the network Company
- 16. The agency should understand the digital marketing setup of the advertiser REACH ACT CONVERT ENGAGE Clientinteractions&value Time One-time visit Repeated purchase Loyal customer Churned customer Undecided customer Create demand & request for purchase Conversion Probability Metrics Re- targeting Web & App Personalization Survey Programmatic Media Bidding Marketing automation Display & Video Campaigns CMO Search Campaigns
- 17. The account manager should understand the objectives of the campaigns and effectively steer them in the right direction. Campaign 1 Goal? TextKeyword Bids On Page Installed & Set-up? Account Set-up? Manual Enhanced CPC Maximize Conversions Target CPA Target ROAS Maximize Clicks Client A Target Impression Share Target Search Page Location Target Outranking Share Cost per thousand viewable impressions Audience Campaign 2 Goal? TextKeyword Bids On PageAudience Account Manager
- 18. Client B CMO Account Manager And now it's getting complicated... Mgmt. Team Account Manager Client A CMO Client C CMO CMO Client D Client C CMO
- 19. Brainstorming: As of today what makes your agency very successful to scale client development? xx xx xx
- 20. The objective of a product owner is to manage the dynamic service map to scale the services New Innovations from partners New systemic demands from clients How should our service offering look like? Product Owner (Role) Service Map (Artifact) Client Scrum Master (Role)
- 21. If the product owner wants to fulfill the objective, artifacts, roles and events need to be defined... Artifacts =tools, framework, systems Roles =product owner, scrum master, client Events =frequent check-ins
- 22. ...that are ideally integrated in a real scrum process Growing & Happy Retail Clients Client Development Backlog Retail Service Map Retail Product Owner CLIENT SPRINT Retail Scrum Master CLIENT SPRINT REVIEW monthly Cross-Functional Expert Team 30 days Pipeline Role Artifact Artifact Role Role Artifact Event Event
- 23. Author: Accelerate Coach 2020 2 Objective, processes & roles of product owner
- 24. Who of you is already a product owner?
- 25. Retail Product Owner Retail Product Owner Retail Product Owner eCommerce Marketing Funnel OmniChannel Marketing Funnel Consumer Goods OmniChannel Marketing Funnel Max. 30 clients from own client base Industry Leaders from own client base Industry Leaders from own client base Product Owners in agencies normally own a Marketing & Sales funnel
- 26. SizeofClients SmallMediumLarge Retail Lead Gen Business & Industrial Markets (BIM) Sales & Marketing Funnel OmniChannel eCommerce ConsumerGoodsManufacturer ConsumerGoodsOmniChannel Food&ClassifiedsLocal RealEstate&Property Healthcare&Lifestyle Travel&Transportation Media&Entertainment Education&Government Technology&Consulting AutomotiveManufacturing Utilities Chemical&Pharmaceutical Finance&Insurance Construction We differentiate clients according to their funnels
- 27. A product owner defines the services to offer for the specific marketing & sales funnel Reach See Act Think Convert Do Engage Care EmailSEA Shopping CRO Event CLTV Reactivation with Display CLTV Reactivation with Video Google: Video with Custom Intend Google: Display Custom Intend Local Campaigns SEO Retargeting Showcase SA Voice Influencer Marketing Content CSS Shopping: Custom Intend Plan & Performance Google: Video with Customer Match Google: Display with Customer Match Analytics Performance Dashboard Data Activation Tech Stack Export Marketing Automation Consulting Social Community YTSaisonal Sales Campaigns RFM & Marketing Automation CRM Setup Retail Lead Gen
- 28. A product owner helps client teams to define a client development backlog on basis of the service offering of the brand
- 29. Summary of the Product Owner Role Role Tools Artifacts ● Keeps the retail funnels of the agency up to date ● Scouts with retailers about new requirements ● Aligns with publishers (Google, Facebook, Microsoft) etc. new product innovations to help retailers grow ● Calculates pricing & margin logic ● Coaches and trains retail client teams regarding the new innovations in the marketing funnel Retail Marketing Funnel with all Services of the agency Meetings Events Responsible for Responsible for Client Review Sprint (Monthly)
- 30. The product owner is one role in a scrum process Product Owner Scrum Master Cross Functional Expert Team Marketing Funnel Client Development Backlog Pipeline OBJECTIVERESP Client Sprint Client Review Sprint ● Updating the retail marketing funnel acc. To new publisher innovations ● Harmonising pricing settings for services Retail Marketing Funnel Client Sprint Review ● Localises the retail marketing funnel in the responsible client backlog ● Coordinates team and client activities Client Development Backlog Client Sprint PARTOF Client Review Sprint Client Review Sprint Client Sprint ● Participates in the client sprints ● Can be already assigned to clients or potentially assigned (cross sales) ● Visualises the status quo of the agency’s retail competences ● Is updated on frequent basis ● Incl. training and pitch documents ● Is set-up for all retail clients ● Visualises the booked and potential services of retail clients ● Shows the funnel maturity per client Client Sprint ● Consolidates all client events and the client backlogs ● Shows at one glance the progress of up- / cross sales and funnel maturity Client Sprint ● Is the defined internal and external client communication cycle ● Is the defined internal consolidation / reporting meetings of client reviews Scrum Master Cross- Functional Expert Team Retail Scrum Master CxO Product Owner
- 31. Author: Accelerate Coach 2020 3 DIY Guide
- 32. How difficult is it to position a product owner? Very difficult Super easy 0 1 2 3 4 5 6 7 8 9 10
- 33. Define the complexity of your operations1 Heuristic Algorithmic Good Processes & Automation Strong Way of Working Expert diversity Expert Depth Product Owner is applicable
- 34. Define roles, artifacts and events in your process2 Artifacts = tools, framework, systems Roles = product owner, scrum master, client Events = frequent check-ins Process = time elapse
- 35. Design roles, artifacts and events together with your team3 Product Owner Scrum Master Cross Functional Expert Team Retail Marketing Funnel Client Development Backlog Pipeline Client Sprint Client Review Sprint EXISTING xx xx xx ToBeimproved Roles Artifacts Events xx
- 36. Example: We run with some agencies 1 day workshops together with the team to define a product owner and scrum process Download the guide
- 37. Questions? xx xx
- 38. Author: Accelerate Coach 2020 Next Call
- 39. Pricing Options in Agencies Pricing Options in Agencies 28.05.2020
- 40. Interested? Get a 200€ discount for our Neuroscience based Sales Methodology for Digital Marketing Agencies Pricing Options in Agencies 04.05.2020