Agile Marketing by Frank Days - Agile Maine Day 2016

1. 
FiveTrends in Agile Marketing in 2016
Frank Days
Tech Marketing VP AgileMarketingBlog.com
Cohost Marketing Agility Podcast

2. Why I care about Agile?
 A career as a CMO in small, fast growing tech companies
 Need to be responsive and adaptive
 Never liked marketing plans
 Short shelf life for marketing plans

3. 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

6. RebrandingAgile
Credit: Scott Brinker
Chief Marketing Technologist

7. Agile MarketingTrend is Positive

8. Still a Niche Idea

9. From over 30 interviews
 Since April 2011
 Interviewed pioneers
 Started slow
 More momentum today

10. 1. Quants are taking over marketing

11. Many old tricks don’t work any more

12. More data and better real-time analytics

13. Marketing mix is increasingly digital

14. Forced to test more before diving in

15. Can’t always tell what content will succeed…

16. Or this old content…

17. Less certainty about how things spread

18. 2. Marketing and more like software development

19. Demos & Videos
Downloads
Modern marketing architecture
Site Traffic
‘Actions’ on Site
Leads
Search Engines
SEO & PPC
Marketo SalesForce Sales
Prospect
Email

20. 3. Marketers are less dogmatic about Agile

21. Some things might never go Agile

22. Long lead times tasks
 Events
 Media buying
 User conferences

23. Burndowns are infrequent
Image: Wikipedia

24. Other marketing Agile observations
 Product owner and scum master the same
 Some using user stories
 More frequently smaller, tech companies
 More common in digital/demand gen team
 Some waterfall remains

25. 4. Many using hybrid models
 Kanban
 Scrumban
 Lean
 Growth hacking

26. Marketing adoption of Agile

27. 5. Agencies are beginning to embrace Agile

28. Agencies are traditionally waterfall…
 Statements of work
 Creative briefs
 Risk reward balance

29. Waterfall prevents bad client behavior

30. The New Agile Agency
 No creative briefs
 Sprint-based pricing
 Create integration and transparency
 Increased responsiveness
 Better results

31. Personal experiences

32. What is working for my team
 Transparent objectives/priorities
 Adaptive attitude/responsiveness
 Low overhead
 Team cohesion
 Making it happen

33. Personal worst practices in Agile
 Things we could do better
 No post it notes
 Bad at sizing
 Lazy burndowns
 Retrospective and planning in one step

34. Attend an Agile Marketing meetup
 San Francisco
 Boston
 Seattle
 China
 Many more

35. Required Reading

36. Let’s connect
 Frank Days
 fmdays@tangyslice.com
 @tangyslice
 Agilemarketingblog.com
 Marketing Agility Podcast on iTunes