Agile marketing
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Transcript of Agile marketing
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Dan McGaw - Director of Marketing - @danielmcgaw
Pouring gas on the fire with Agile Marketing
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Who am I ?
@danielmcgaw !
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History Lesson
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http://setandbma.wordpress.com/2012/03/23/agile-history/
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Manifesto for Agile Development !
We are uncovering be!er ways of developing so"ware by doing it and helping others do it. Through this work we have come to value: !!Individuals and interactions over Processes and tools !Working so"ware over Comprehensive documentation !Customer collaboration over Contract negotiation !Responding to change over Following a plan !!That is, while there is value in the items on the right, we value the items on the le" more.
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Traditional Marketing
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Idea
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Competitive Analysis
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Design
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Engineering
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Support
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Sales
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Long Process
Month 1 Month 2 Month 3 Month 4
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Design Problem
Month 1 Month 2 Month 3 Month 4 Month 5
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Documentation problem
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
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Feature integration bug
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7
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Design, Engineering, and Support Shut Down
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8
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Missed Opportunity Window
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
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Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Don’t pour gas on this fire!
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Stop the Stress
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Agile Marketing
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Cross Functional Team
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Cross Functional Team
Individuals and interactions over Processes and tools
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Instant communication
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Work together to solve
problems
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Stay focused with project management
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Always be shipping
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Always be shipping
Working so!ware over Comprehensive documentation
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http://blog.optimizely.com/2013/01/04/an-optimized-2012-the-year-in-new-features-and-milestones/
Don’t let anyone or anything prevent you from shipping
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Choose flexibility and simplicity
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Make everything testable and accessible to marketing
transactionalpromotional
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The Customer is at the center
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The Customer is at the center
Customer collaboration over Contract negotiation
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Understand their needs
with surveys
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Understand their behavior with heatmaps
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Learn what they do with analytics
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Change is constant
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Change is constant
Responding to change over Following a plan
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Adjust priorities daily
http://leanagileprojects.blogspot.com/2013/07/naked-kanban-dresses-in-teams_5.html
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Data over opinions
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Everything must be transparenthttp://www.hammacher.com/Product/Default.aspx?sku=78952&refsku=10343
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Pour on the gas
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
60%+ failure rate
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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Build - Measure - Learn
2 weeks 4 weeks 6 weeks 8 weeks
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How we do Agile
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KISSmetrics Marketing Team
Dan McGaw Director of Marketing
Sean Work Blog Manager
Jason Caldwell Designer
Will Kurt Growth Engineer
Thue Madsen Marketing Associate
Zach Bulygo Content Writer
Lars Lofgren Growth Manager
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Dan McGaw Director of Marketing
Sean Work Blog Manager
Jason Caldwell Designer
Dan McGaw Growth Engineer
Thue Madsen Marketing Associate
Zach Bulygo Content Writer
Lars Lofgren Growth Manager
#amazing
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Amazingly Remote
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Twice weekly all hands
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Master Marketing Board
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Back Log To Do
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Pipeline
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Doing (Today)
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Review
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Completed
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History of completion
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and a sense of humor
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We Love Trello
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Transparent Calendar
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Weekly Screencasts
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Document Everything (a!er you know the results)
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THANK YOU
30 day trial of KISSmetrics > www.kissmetrics.com/conference
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Hiring!
30 day trial of KISSmetrics > www.kissmetrics.com/conference
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Questions?
@danielmcgaw Director of Marketing
KISSmetrics
30 day trial of KISSmetrics > www.kissmetrics.com/conference