Top Agile Marketing Resources: 50 Examples, Training Resources, and More on Agile Marketing
Agile marketing is a marketing approach that involves being open and responsive to change, rather than following a set, specific marketing plan. Agility requires being flexible, and agile marketers are ready and able to adapt to the rapidly changing business of today. In fact, the goals of agile marketing are to “improve the speed, predictability, transparency, and adaptability to change of the marketing function.”
Agile marketing is based on agile development principles, which are rooted in software development that is achieved through a process called Scrum. At its core, the Scrum process aims to align marketers with an organization’s business goals and sales staff, improve communication, and increase the speed and responsiveness of marketing. Agile marketing, as a result, is about speed, adaptability, collaboration, and small marketing experiments while remaining flexible and responding to change.
To help you get a better understanding of agile marketing, or to help your team get started with or improve upon their agile marketing practices, we have rounded up some of the top agile marketing resources available online. The agile marketing resources we chose for this list include those from agile marketing experts and thought leaders, so that you have access to the latest agile marketing thinking and practices. The insight provided in our top 50 agile marketing resources should help you enhance your agile marketing strategy. To get you started, we offer top agile marketing examples and agile marketing training resources, followed by general resources. Please note that, while we have grouped our agile marketing resources by category and provided a table of contents for you to jump to the resources that most interest you, we have listed our top 50 agile marketing resources here, in no particular order.
- Agile Marketing Examples
- Agile Marketing Training
- Articles and eBooks
- How-Tos, Guides, and Tips
- Slide Decks
Rob Kingyens, former eCornell CMO and CTO, explores the ways in which eCornell utilizes agile marketing in this agile marketing example, available on SlideShare. As Kingyens points out, agile marketing and data-driven marketing are becoming more popular as the marketing landscape changes rapidly. Marketing teams, even those in higher education, are improving speed, transparency, and adaptability through scrumming, sprinting, and pivoting.
Three key ideas we like from How and Why eCornell Does Agile Marketing:
- Marketing is changing dramatically, due to increased complexity in the marketing funnel
- Consumers are always connected, which means they are much more empowered
- Traditional, rigid marketing plans cannot anticipate or adapt to the rapid change that is happening today
CMO.com offers digital marketing insights, expertise, and inspiration for marketing leaders, by marketing leaders. CMO.com contributing writer Elana Varon examines four brands as examples of agile marketing: Carsurfing, Teradata Applications, CafePress, and Xerox.
Three key examples we like from Agility in Action: How Four Brands are Using Agile Marketing:
- “We’re combining marketing, technology, and the creative process into one set of iterations. We’re building the look and fell of the Web site, the customer journey, [and] our knowledge of persona into the product design and content at the same time.” ~ Ben Watson, WhatsNexx CMO and Carsurfing marketing advisor
- “Shortening time to insight has been really critical. How quickly can you synthesize data and take action on it?” ~ Lisa Arthur, CMO Teradata Applications
- “Because of the volume of projects that come up in the Web environment, you’re changing things on an ongoing basis. A way to manage those and prioritize them so you’re always working on the highest value projects is very much congruent with how agile operates.” ~ Barre Hardy, senior director CMG Partners
As Kissmetrics explains, agile marketing requires “small bursts of quickly developed content designed to catch the public mood at just the right time in order to capitalize on a brand new global trend.” They offer insights into the best examples of agile marketing, which includes some tricks agile marketers do to make sure their content is as topical and relevant as possible.
Three key strategies we like from 7 Effective Strategies for Applying Agile Marketing Principles to Your Content Campaigns:
- Having set goals in mind for agile marketing campaigns is important, but the path you take must be flexible
- Don’t dedicate a great deal of time and effort to a single marketing campaign; instead, produce and publish content in small, short cycles or sprints
- Do not wait until a topic is already popular: marketers need to follow up leads for potential scoops and see what the big talking points will be online
In this example of agile marketing in practice, former Adobe industry strategy and marketing team senior manager Ed Hewett describes how marketers often follow the path of least resistance but miss out on new marketing opportunities. The solution is to adopt agile marketing practices in order “to reduce the risk associated with status quo marketing programs that adhere to the beaten path in spite of diminishing returns.” He uses his experiences in marketing at Adobe as an example of implementing agile marketing.
Three key points we like from Get Off the Beaten Path with Agile Marketing:
- Organizations that adopt agile processes and achieve marketing agility are more likely to deliver on their digital objectives
- Digital data and marketing tools help marketers harness the power of agile marketing in a few ways, such as exposing new market trends and customer behaviors and providing a single view of the customer
- Companies such as Verizon, AT&T, and Vodafone are successfully applying agile marketing
In a post for Sprint Education, Jackie O’Shea shares five examples of agile marketing that make use of various marketing channels. The examples of agile marketing O’Shea shares showcase the variety of forms agile marketing can take, and they demonstrate how agile marketing can lead to increased engagement.
Three key points we like from 5 Hilarious Examples of Agile Marketing!:
- You must listen to customers in order to make your agile marketing relevant enough to be engaging
- A fundamental principle of agile marketing is reacting rapidly to a dynamic environment
- One strategy that is successful in agile marketing is to use humor
Simon Swan, Hubspot certified head of digital marketing and business development and digital blogger, examines how digital brands have embraced agile marketing in this agile marketing resource. Swan also provides a few examples of how leading digital brands have embraced agile marketing and used it to create unique selling points.
Three key examples we like from How Digital Brands Have Embraced Agile Marketing:
- Kitbag.com uses a real-time selling strategy and has removed their organizational silos to create a cross-office team that joins their digital, warehouse, stock control, and pricing staff to form a team that monitors news, social media, and the Internet to promote their product through their digital channels
- Kitbag.com also promotes their product through social media, affiliate, and search channels to drive real-time sales and better the competition
- Hilton Worldwide operates @HiltonSuggests to provide helpful tips to followers and monitors comments and advices based on locations to generate interactions and conversations with the general pubic, regardless of their being Hilton customers
ClickZ shares exclusive news, analysis, and expertise with the digital marketing community. They feature Kraft Foods Group as an example of a brand that is successfully using agile marketing to target individuals across various platforms. ClickZ’s video interview with Kraft’s first CMO Deanie Elsner details the ways in which the brand uses its unique media strategy of “agile and addressable marketing” to drive business growth and use data.
Three key points we like from VIDEO: Why Kraft Uses Agile Marketing to Solve a Growth Problem:
- “The irony is, getting ad-tech solutions that enable marketers to connect their brand with consumers at an individual level at scale would solve their growth problem, but they don’t see it as an ad-tech problem.” ~ Deanie Elsner
- Agile and addressable marketing shifts from buying broad demographics in a single medium to targeting individuals across different platforms
- Kraft leverages first-party data, creates content about that product, and distributes the creative to target consumers in various ways, including social, mobile, and desktop
MyCustomer.com covers the end-to-end customer journey and shares news and advice on sales, service, marketing, and the customer experience. They showcase Oreo’s Superbowl tweet from 2013 as a prime example of agile marketing and offer advice for adopting an agile marketing strategy.
Three key points we like from The Oreo Factor: How to Create an Agile Marketing Strategy:
- Planning and data can help agile marketers take an in-the-moment approach to using social media such as Twitter
- Adidas uses the biorhythms of conversational data on Twitter and Facebook to plan marketing campaigns that tie into upcoming events and moments
- “The key is to listen to what people are talking about online. Research trends. It doesn’t just have to be social media – the news in general. Be aware of these conversations that are happening and then build a marketing campaign around them that allows you to be ready to strike.” ~ Matt Brown, Unique Digital
Agile Marketing at Hubspot features a video of Mike Volpe, Hubspot CMO, giving a presentation on Agile Marketing to the Boston Agile Marketing Meetup Group. Hubspot was an early adopter of agile marketing and has reaped the benefits of the transparency, visibility, productivity, and flexibility that has resulted from their agile marketing practices.
Three key points we like from Agile Marketing at Hubspot:
- Agile marketing has the ability to change the relationship of the marketing department with the rest of the company
- Organizations that successfully implement agile marketing develop tools to aid their efforts, including wikis for sprints and scrums
- Hubspot developed a marketing science fair held once a month and presented to the entire company to improve transparency and communication within the company
Econsultancy provides independent research, analysis, and advice on digital marketing, social media, eCommerce, SEO, mobile, and tech for business. They share 23 of the best examples of agile marketing from eCommerce in this agile marketing resource, which centers on a trending hashtag from 2014, when a security guard at the Arcadia group sent a holiday request to the entire company. As Econsultancy’s post demonstrates, brands with agile marketers saw a huge increase in promotion, brand awareness, and positive perception, while others that are less relevant fall flat in terms of agile marketing.
Three key points we like from 23 Nimble Examples of Agile Marketing from eCommerce Brands:
- Brands looking to use agile marketing to capitalize on trends, hashtags, and newsworthy events need to be able to respond quickly, creatively, and with senior support rapidly able to sign off on ideas
- Agile content creation does not need to be thoroughly researched and minutely planned, unlike content marketing
- Agile marketing thrives best with relevant, high-quality messages
The American Management Association (AMA) is a leader in management development, helping leaders advance their skills to boost business success. They offer the Agile Marketing Boot Camp, an agile marketing training opportunity, in three live online sessions. The agile marketing training from AMA is offered at nine times from March to November 2016.
Three key topics we like from Agile Marketing Boot Camp:
- The ways in which agile marketing enables companies to quickly adapt to changing markets
- The principles, processes, and terminology of agile marketing
- Real-world examples of how teams use agile marketing today
APQC research specialist, Holly Lyke-Ho-Gland explains that part of agile marketing training is creating buy-in from the entire organization. She also addresses the three factors that pose a challenge to organizations and proposes a marketing engagement office (MEO) as a solution for aiding the agile marketing approach.
Three key points we like from Best Practices for Rolling Out Agile Marketing:
- MEO managers foster transparency and prioritize projects based on their impact
- Transparency is key to helping employees understand their contributions to each project and the organization as a whole and to encouraging collaboration
- Iterative sprints are critical to building flexibility into the marketing process
Todd Shimizu, formerly senior vice president of Ant’s Eye View and now marketing VP at Veritas, is a digital strategist who suggests that companies make the transformation to agile marketing two weeks at a time. Shimizu’s agile marketing slide deck is a great training resource that delves into the recurring themes of agile marketing, including customer-centricity, dealing with disruption, silo-busting, and more.
Three key points we like from Agile Marketing: Transformation Two Weeks at a Time:
- Keep in mind that traditional marketing may result in activity, but not impact
- Agile marketing is customer drive, flexible and creative, and iterative and accountable
- The agile journey includes phases of enablement, adoption, and optimization
Scott Brinker, Chief Marketing Technologist Blog editor and MarTech conference series chair, explained the Scrum-inspired agile methodology in a presentation on agile marketing. He made the presentation slides available with annotations in the Chief Marketing Technologist Blog, making it a wonderful agile marketing training tool for individuals.
Three key points we like from Everything You Wanted to Know About Agile Marketing (But Were Afraid to Ask):
- Because marketing has become complex, marketing management needs to make adaptations to the complex environment and help their companies thrive in the era of high uncertainty and rapid change
- Agile marketing involves exploring quickly and frugally and continually reallocating resources, plus building an experimentation engine and developing a process for the flexible allocation of resources
- Agile teams need to know how to help across a wide range of tasks, because agile teams must dynamically rebalance work as needed
The Agile Marketing Academy offers an online training platform for agile marketing training: Certified Agile Marketing Specialist. The courses center on driving traffic, converting customers, and getting more people to see the value of your product. The training includes gamified learning and social interaction, integration to internet marketing tools, and accountability with digital coaching.
Three key topics we like from Certified Agile Marketing Specialist Online Training Platform:
- Place the focus on customers
- Target ads to the right people and strive for consistent contact with them
- Evaluate agile marketing results and work to improve agile marketing systems and messages
Cost: FREE course module available; Contact for a quote
Jim Ewel is an agile marketing blogger, trainer, and speaker, He blogs about agile marketing and seeks to help marketers become better agile marketing practitioners at his agile marketing blog, Agile Marketing: Applying Agile to Marketing. His blog posts are great agile marketing training resources in and of themselves, but he also shares agile marketing resources and shares agile marketing workshop and training availability on the blog.
Three key posts we like from Agile Marketing: Applying Agile to Marketing:
- Creating Your Initial Marketing Backlog
- 3 Stages of Agile Marketing
- Explaining Agile Marketing to Skeptics
Co-founder and principal of KickStart Alliance, Mary Gospe shares the three things that everyone needs to know about agile marketing in her agile marketing article, 3 Things You Need to Know About “Agile Marketing.” In the article, Gospe reports on a joint educational/networking event hosted by the Silicon Valley American Marketing Association and Women in Consulting, which featured Adrian Ott, award-winning author and Exponential Edge Inc. CEO; associate professor of agile marketing Sheryl Root of Carnegie Mellon Silicon Valley; and Dave Lloyd, senior manager of Global Search Marketing at Adobe Systems.
Three key points we like from 3 Things You Need to Know About “Agile Marketing”:
- SEO and demand generation campaigns are the best place to begin experimenting with agile marketing
- Dave Lloyd and Adobe’s agile methodology includes a kickoff meeting at the beginning of each sprint, is followed by a retrospective meeting at the end of the two weeks, with a shared spreadsheet for monitoring tasks, and 10-25 minute stand-up meetings twice a week
- Agile marketing helps organizations remain focused, experiment with marketing programs, adjust in order to optimize results, and maximize results and revenue
In his agile marketing article for Pragmatic Marketing, agile marketer Jim Ewel explains that marketers should “take a cue from software development to become more adaptable.” Ewel includes a thorough introduction to agile marketing and Scrum and also shares examples of organizations who have transitioned to agile marketing in this agile marketing resource.
Three key ideas we like from Why Marketing Should Go Agile:
- Agile marketing is iterative and involves an experimental approach centering on adaptability and responsiveness to change
- Agile marketing features core values: responding to change over following a plan, rapid iterations over big-bang campaigns, testing and data over opinions, individuals and interactions over one-size-fits-all, and collaboration over silos and hierarchy
- Sprint retrospectives are an important component of agile marketing; they give the marketing team time to talk about what worked and what didn’t during the sprints, and they allow for adjustments to marketing team processes and methodologies
Editor of the CMO Network at Forbes, Jennifer Rooney explores CMG Partners’ “The Agile Advantage,” a survey assessing the role and responsibilities of the chief marketer, in her agile marketing article. The survey found that using agile marketing methodologies “yields greater marketing effectiveness and efficiency,” and Rooney interviewed Barre Hardy, senior director of CMG Partners to get more information about the survey’s findings and their impact on CMOs.
Three key points we like from Applying Agile Methodology to Marketing Can Pay Dividends: Survey:
- Marketing departments who consider themselves agile are three times more likely to significantly grow market share
- Agile marketing allows CMOs to be “more dynamic and flexible in their operations, more productive, and more collaborative and integrated in their work product”
- Marketers not taking advantage of agile marketing are missing the opportunities afforded by real-time data and market feedback
Lisa Nirell is an expert on CMO success and award-winning author. She shares six secrets of agile marketers from Jill Konrath, bestselling author and seasoned sales executive, in her agile marketing article for Huffpost.
Three key points we like from The 6 Secrets of Agile Marketers:
- Agile marketers seek root cause by reflecting on performance instead of immediately seeking out new prospects or working longer hours
- Agile marketers consider failure to be a valuable learning experience
- Agile marketers collaborate and get feedback from marketing leaders
Element Three is a strategic brand and marketing agency that takes a business-first approach. Element Three’s Derek Smith makes the case for adopting agile marketing in his article, Why Agile Marketing Wins. As Smith explains, marketers often stick with the status quo and send out the same message far too often, simply because it’s what they always have done, but “smarter marketers realize that we should be taking a more active approach to our branding – seize developing trends, and being proactive in sharing through leadership.”
Three key points we like from Why Agile Marketing Wins:
- Kraft Foods takes an agile approach to marketing by using data to define customer segments and meet customers where they are in real time
- Agile marketing involves flexible planning with detailed plans for sprints and marketing teams learning from the results and incorporating the lessons into the next sprint
- Collaboration, both internal and external, is a critical component of agile marketing
HubSpot is the world’s leading inbound marketing and sales platform, with 15,000 customers in more than 90 countries. In her agile marketing blog post that features a ProofHQ infographic, Hubspot’s Agency Post editor Jami Oetting explains that because long campaign cycles are irrelevant for digital, marketers are going agile.
Three key points we like from Is Your Agency Ready for Agile Marketing?:
- Teams must be faster to respond to execute on content and social media marketing
- Workflows need to adapt to include consumer feedback and analytics
- Successful marketing teams have an adaptive process and involve a project manager
EMC Corporation, a cloud computing, Big Data, and IT solutions company, helps organizations transform their operations. Their agile marketing eBook, Agile Marketing, is edited by David Quinn, senior director of corporate marketing and his agile marketing team. The eBook explores the ways in which “clear and simple processes drive innovation” in agile marketing.
Three key points we like from Agile Marketing:
- The first step to becoming an agile organization is accepting the fact that “the current connected economy influences everything else, so we must accept the outside so that we know how to function ‘on the inside'”
- Today’s customers are more demanding and more connected than ever, so marketers need to be agile in order to elver relevant information that recognizes them as individuals
- Rigid, long-term plans and silos are no longer relevant in today’s world of complexity, unpredictability, and connectivity
Offering advanced project management and collaboration tools for enterprise and SMB, Wrike shares 7 Steps to Developing an Agile Marketing Team, an agile marketing eBook. Readers will learn how agile marketing transforms organizations into responsible, customer-centric entities that capitalize on customer needs and market trends.
Three key topics we like from 7 Steps to Developing an Agile Marketing Team:
- The need for adapting quickly
- How to manage the change to an agile process
- The 7 strategies needed to go agile
Cost: FREE, with email registration
Flite, a leading creative management platform that empowers creatives and marketers from top brands, agencies, and publishers, offers a comprehensive guide for agile marketing that is specifically geared toward display advertisers. The Ultimate Guide to Agile Marketing in Display Ads is an agile marketing eBook that explores the ways in which agile marketing mitigates risk, improves ROI, and leads to rich customer insight.
Three key topics we like from The Ultimate Guide to Agile Marketing in Display Ads:
- How an agile approach helps overcome banner blindness
- Potential pitfalls for agile marketers
- Agile display advertising examples from startups and Fortune 500 companies
MarketingProfs shares seven expert agile marketing tips in their agile marketing resource, What Is Agile Marketing, and Why Is It Essential to Marketing Operations? They also explore four reasons that marketers should implement agile marketing.
Three key tips we like from What Is Agile Marketing, and Why Is It Essential to Marketing Operations?:
- “Build a really basic annual marketing plan (no more than one page) containing your high-level themes and metrics for the year. Then build more detailed plans on a monthly basis (i.e., a sprint plan), and meet at least three times a week to review your planned actions for the month (i.e., scrum meetings). Finally, focus meetings on what you are doing now, not what you did last week or are going to do next week.” ~ Frank Days, Correlsense VP of marketing
- “Don’t be scared to cut the fat. When you start an agile marketing process, it can be difficult to cut programs that you’ve used in the past. Just because your AdWords campaign was relevant two months ago doesn’t necessarily man it is today. Instead, determine what success means ahead of time, and then analyze after a week or two.” ~ Travis Arnold, Sendouts director of marketing
- “Don’t manage agile via email… Implementing and living within more robust collaboration and content-sharing tools is key to success.” ~ Kirsten Knipp, SolarWinds senior director of marketing
Jim Ewel’s How to Get Stared with Agile Marketing for VentureBeat offers his suggestions for introducing agile marketing into an organization. Ewel bases his thoughts on Peter Bregman’s change management book Point B.
Three key points we like from How to Get Started with Agile Marketing:
- Appeal to participants’ hearts, rather than their minds, and involve them in making the case for agile marketing to give them a sense of control and to be sure you are meeting their needs
- Do not dictate agile marketing from the top down; rather, get sponsorship from senior levels of marketing, sales, and general management
- Make small daily changes to persevere and remain dedicated to the switch to agile marketing
MarketerGizmo provides marketing tools that allow marketers to become agile, increase their marketing intelligence, and empower them to excel professionally. Their guide to agile marketing is for beginners, as it emphasizes the basics of agile marketing to encourage organizations to begin moving toward this more efficient methodology of marketing.
Three key points we like from Guide to Agile Marketing: How to Run an Agile Marketing Campaign:
- Many marketers understand the need to be responsive but do not have the underlying structures in place to support responsiveness
- Agile marketing naturally creates self-managing teams who take ownership of tasks and often exceed expectations
- Organizations that truly implement agile marketing have carefully defined sprints, sprint planning meetings, regular Scrum or stand-up meetings, a highly visible task tracking system, and a sprint retrospective
Markodojo helps marketers become agile and focus on customers. Their agile marketing guide explains that an agile approach to adopting agile marketing is the best approach to take, because the organization will take small, simple steps along the agile marketing journey. This process should include adopting the core disciplines of agile marketing, applying basic agile processes, and evaluating them to then adapt them and iterate.
Three key tips we like from Adopting Agile Marketing | Take an Easier Path:
- Focus on the core agile marketing disciplines: measure value through the eyes of the customer, minimize waste by managing uncertainty, maximize flexibility by working incrementally, foster alignment and collaboration through transparency, and improve incrementally and continuously
- Try some basic agile processes and then adapt and expand them to fit the team
- Remember that agile marketing is a methodology and culture based on flexibility, speed, customer value, and transparency, so organizations must choose their own simple steps to become agile
Redbooth delivers project management and collaboration software to get teams organized and keep projects on track. Their guide to agile marketing highlights five simple steps agile marketers can take to be sure team members work efficiently on the most successful projects. Their tips are based on the approach their own agile marketing team takes.
Three key tips we like from Agile Marketing: 5 Simple Steps to Drive Revenue Strategically:
- Use the agile prioritization process of determining the highest-value projects
- Place non-urgent and low-priority ideas in the backlog so that owners can move on to them when they’ve completed the highest-value projects
- Take an iterative approach to projects to build them as leanly as possible and ensure marketing teams are agile and adjusting and changing campaigns with only minimal effort
Jeff Julian is CMO and co-founder of AJiSoftware. His guide to agile marketing take a closer look at what it mens to be agile and offers suggestions for organizations that want to get started with agile marketing.
Three key points we like from A Quick Guide to Agile Marketing:
- Being agile means placing a high priority on customer satisfaction, accepting that change happens, making frequent deliveries, maintaining a sustainable pace, embracing simplicity, and adopting regular reflection and adaptation
- The content backlog should have content items in place to ensure quality content that reaches the personas in the marketing strategy
- Sprints should be one- to three-week iterations that join together content developers to determine how much time is available and to select content items based on priority and estimates
Unfunnel, the agile startup network, offers a comprehensive guide to agile marketing that includes a video and an eBook. Unfunnel focuses on personas in this agile marketing guide because personas are critical to agile marketing. Without a persona, agile marketers cannot write the user stories that are necessary for mapping out the buyer’s journey.
Three key points we like from How to Create Buyer Personas for Agile Marketing [VIDEO + eBook]:
- Buyer personas help agile marketing teams prioritize
- Personas need to go beyond data and include a person’s goals, behaviors, motivations, preferences, personality, and limitations
- Personas aid in collaboration because everyone targets the same buyer persona
ProofHQ’s agile marketing infographic visualizes the capability of high-performing marketing teams to handle more projects, more collaboration, and more real-time reactions across more channels while still meeting deadlines. The answer lies in adopting agile practices.
Three facts we like from Agile Marketing Infographic:
- More than 60% of those teams able to handle large volumes of projects being delivered on time have a project manager involved
- 64% of companies handling a high volume of projects are automating some part of the review and approval process
- 97% of marketing teams capable of successfully handling large volumes of projects have an adaptive process
Episerver focuses on connecting eCommerce and digital marketing for improved results. Their Five Principles of Agile Marketing is an agile marketing infographic that seeks to help organizations target and solve their marketing problems in real time, with a move from waterfall to small iterations.
Three key tips we like from Five Principles of Agile Marketing:
- Experiment using sprints, but stay focused on the KPIs to avoid losing sight of the goals
- Be adaptable and prepared to embrace the benefit change brings about, rather than fighting it
- Focus on iteration, rather than perfection, by gathering several ideas, testing them quickly, monitoring the results, and making relevant decisions to prevent future problems
MarketingProfs’ agile marketing infographic, How Agile Marketers Operate, examines the major differences between agile marketing and traditional marketing. The infographic visualizes CMG Partners’ stance that agile marketing allows marketers to move faster with ideas because of the shared accountability that is fostered by agile management and because of the broken-down silos that occurs when cross-functional teams exist.
Three key facts we like from How Agile Marketers Operate:
- There is a “3000x lift in performance and 30% rise in trials quarter-on-quarter purely due to agile processes”
- “An agile company moves into a cycle of test, learn, iterate, and execute much quicker”
- 80% of marketers say “agile marketing led to enhanced prioritization of things that matter”
A provider of promotional products to companies of all sizes, 4imprint offers Agile Marketing, an infographic that likens agile marketing to gymnastics. The infographic shows that organizations adopting agile marketing respond much more quickly to the ever-changing market and come out on top.
Three key facts we like from Agile Marketing [Infographic]:
- Agile marketing is necessary because new content channels are created frequently, market forces cause disruptions, search engine algorithms change, and customers share experiences instantly
- To become agile, marketers need to develop adaptive campaigns, respond to change, conduct small experiments, use what they’ve learned as opposed to what they’ve always used, and focus on the customer
- 53% of marketers who became agile said they were more productive, while 56% said they managed changing priorities better
HubSpot’s agile marketing slide deck explores how agile marketing and Scrum methodology allow marketers to respond to today’s rapidly changing marketplace. Go Agile or Go Home. describes how HubSpot’s marketing team uses agile practices to make marketing fast, focused, prioritized,and predictable.
Three key points we like from Go Agile or Go Home.:
- Agile marketing encompasses 15-30 day sprints so marketing teams have an easier time adapting to changing marketing conditions
- Prioritizing marketing projects becomes more manageable with transparency and a points system that allows for rational and productive prioritization
- Structuring an agile marketing team is based on the organization’s needs, and HubSpot structures its team to reflect their sales funnel
Wrike’s agile marketing slide deck, 4 Reasons Why Marketing Needs to be Agile, explains that marketers need to be agile in order to remain competitive, because of “the business world’s obsession with speed and velocity [that] have placed marketing teams under increased pressure to deliver and to respond to chaining customer needs at a breakneck pace.” The slide deck, available on Slide Share, explores four reasons that agile benefits all marketing teams.
Three key points we like from 4 Reasons Why Marketing Needs to be Agile:
- Companies that cannot rapidly adapt to customer needs are left in the dust
- Marketers struggling to keep up with shifting customer needs, changing company priorities, and evolving marketing technologies should adopt agile marketing
- Agile marketers benefit in four ways: agile promotes adaptive planning, agile is iterative, agile results in constant feedback, and agile is rapid response to change
Scott Brinker, ion interactive co-founder and CTO and Chief Marketing Technologist blog editor, shares his agile marketing slide deck, Agile Marketing: Managing Marketing in a World of Constant Change, to show how an agile approach “may be the single most valuable decision your organization can make.” The slide deck also presents examples of successful agile marketing for content marketing, social media, and more.
Three key points we like from Agile Marketing: Managing Marketing in a World of Constant Change:
- B2B content marketers face the challenge of producing enough content and the kind of content that engages, but agile marketing is a solution to both problems
- It is nearly impossible for marketers to keep up with the multiplication of marketing technologies that has occurred as customers have become more connected than ever before
- Benefits of adopting agile practices include the ability to change priorities (84%), improved project visibility (77%), increased productivity (75%), improved team morale (72%), and faster time-to-market (71%)
Jonathon Colman, Webby Award-winning UX content strategist, presented on agile marketing at MozCon. His slide deck shares the slides from his presentation and includes four principles of agile marketing and thirteen ways to improve your organization with agile to make it better, faster, and more accountable to customers.
Three key points we like from Agile Marketing: 4 Principles and 13 Hacks:
- Traditional marketing does not allow organizations to adapt to change, consider their customers, or respond quickly enough to remain competitive
- Agile marketers work with a customer-centric mindset, making customers the basis of their metrics and work
- One quick way to adopt agile marketing is to focus buyer stories on customer needs for the shopping or commercial experience
Unfunnel’s agile marketing slide deck, A Quick Snapshot of… Agile Marketing Strategy, serves as an introduction to agile marketing. Unfunnel stresses the need for engaging and attracting customers with visual aspects while using the build-measure-learn practices that are inherent to agile marketing.
Three key points we like from A Quick Snapshot of… Agile Marketing Strategy:
- The traditional marketing plan is antiquated because it does not allow for flexibility or rapidly adapting to change in the way that agile marketing does
- One of the driving forces behind agile marketing is the connected customer
- Teams should conduct monthly sprint reviews to share what they’ve accomplished and what they are committing to for the next sprint; these reviews may be conducted at company-wide agile marketing fairs
Jascha Kaykas-Wolff, Mozilla CMO and agile marketer, presents his agile marketing slide deck, Agile Marketing: New Ways of Managing a New Era of Marketing (And Business), on Slide Share. The slide deck explores his discussion of agile practices in marketing, including the points he makes in his agile marketing book, Growing Up Fast: How New Agile Practices Can Move Marketing and Innovation Past the Old Business Stalemates.
Three key points we like from Agile Marketing: New Ways of Managing a New Era of Marketing (And Business):
- Customers are more connected today than ever before, which makes the traditional waterfall method of marketing outdated
- Agile marketing involves creating a backlog and prioritizing projects through collaborative feedback sessions
- To get agile marketing buy-in, it helps to select one project and make it cross-functional and then hold as many stand-up meetings as possible so that you create one strong successful project to get the team emotionally involved in reorganizing to become agile
Workfront, Inc. helps marketing, IT, and enterprise teams by improving productivity, collaboration, and visibility. Their agile marketing slide deck, Agile Marketing: A Beginner’s Guide, explores the ways that any team can learn agile marketing and manage creative projects by adopting agile methodology.
Three key facts we like from Agile Marketing: A Beginner’s Guide:
- Agile marketing enables marketers to work on their most important projects and tasks and complete them in a short timeline, rather than working on single projects for weeks
- 93% of marketers say agile helped them switch gears quickly and more effectively
- 80% of marketers say adopting agile practices helped them to deliver a better, more relevant end product
ion interactive co-founder and CTO Scott Brinker presents a Marketo Summit keynote in this agile marketing video. Agile Marketing for Content Marketing, Social Media & Conversion Optimization features the basics of agile marketing and considers how agile marketing is a great solution for content marketing, social media marketing, and conversion optimization programs.
Three key points we like from Agile Marketing for Content Marketing, Social Media & Conversion Optimization:
- Marketing is exploding because of the explosion of touchpoints, channels, data, social media, content, and more
- The speed and scale of change that marketers face is dizzying, and one of the best ways to handle it is with agile marketing
- In today’s world of rapid change, you cannot use predictive models such as the waterfall; agile methodology is the only way to be nimble enough to keep up with the change
352 Inc. is a digital product development agency that specializes in UX design, agile web development, and digital marketing. Their agile marketing video, Transitioning to Agile Marketing – 352 Noodles & Doodles Episode 18, details how their team made the switch to agile marketing.
Three key points we like from Transitioning to Agile Marketing – 352 Noodles & Doodles Episode 18:
- Agile marketing allows marketers to quickly adapt to changes in industry as well as to clients’ changing priorities
- Building 12-month marketing plans is not feasible today
- Agile marketing is successful with smaller, cross-functional teams that work on a handful of projects at a time, based on priority
Agile marketer, digital strategist, and TrulyMarketed.com co-founder, Eric Sangerma presents his agile marketing video, Agile Marketing – An Introduction. Agile Marketing – An Introduction explores how companies respond more quickly to changes and improve communication throughout their departments with agile marketing.
Three key points we like from Agile Marketing – An Introduction:
- Agile marketing principles include putting customers first, developing cross-functional teams, improving communication, creating more transparency, and being biased towards action
- Agile marketing centers more on customer-focused collaboration and adaptive and iterative campaigns than traditional marketing
- Agile marketing has become necessary because of this age of speed and uncertainty, the proliferation of new communication channels, marketing teams being overwhelmed by new tools, and companies needing to react to brand-damaging events or to take advantage of “newsjacking opportunities”
CMSWire is a leading B2B publication that covers digital customer experience, collaboration, and information management. CrownPeak is a pioneer in cloud SaaS web content management and offers marketers and leading agencies the simplest way to deliver excellent customer experiences. Their agile marketing video is a recording of a webinar on how agile marketing is creating a new generation of digital experiences. The webinar features Anjali Yakkundi, Nilo Paredes, and Steven Platt.
Three key points we like from Webinar: Agile Marketing Creating a New Generation of Digital Experiences:
- Agile marketing takes into account the necessity of customer engagement and putting customers first
- One strategy for prioritizing includes to align short-term priorities to drive long-term gains
- Agile marketing allows for marketing’s changing role that makes marketers accountable for enabling great experiences across customer touchpoints
Marketing and sales strategist and bestselling author David Meerman Scott presented about marketing at speed at an MCT Marketing Summit. His presentation takes a deep look at agile marketing, making the video appropriate for agile marketers of nearly any skill level.
Three key points we like from Agile Marketing by David Meerman Scott:
- The real-time response of agile marketing gives organizations the ability to “live fast and live loud”
- Agile marketing enables organizations to rapidly respond and grab the opportunity of reacting first
- Any organization can become agile if they open their minds to agile practices
Agile Marketing Meetup – Hiten Shah is an agile marketing video from an agile marketing meetup hosted by Subtraction Capital. Shah is founder of KISSmetrics and Crazy Egg, and he touches on content marketing and the lessons he’s learned about agile marketing in the presentation.
Three key points we like from Agile Marketing Meetup – Hiten Shah:
- All marketing is content, and all content is marketing
- To quickly find an area of improvement for marketing, look for pages that have high traffic and a high bounce rate or high traffic and a low conversion rate
- Only 32% of marketers say they are effectively executing enough content, yet engaging content is necessary to remain competitive; agile marketing leads to more engaging content
Silverpop is a cloud-based digital marketing solution that changes the way organizations engage with the IBM Marketing Cloud. Their agile marketing video is short and to the point, featuring Ellen Valentine, marketing evangelist, delivering tips for building an agile marketing team.
Three key tips we like from Tips for Building an Agile Marketing Team:
- Agile will be most successful when organizations put the right teams in place; each organization needs to choose team members based on the projects they want to accomplish
- Make sure everything involved in agile marketing is mobile friendly
- At the end of a sprint, create a presentation that covers the problems you addressed as a team, your approach, the roadblocks you overcame, the timelines you met, and the early results you’ve seen, to share with the company
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