Dear CMO. Your Marketing Plan is Broken
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Transcript of Dear CMO. Your Marketing Plan is Broken
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Dear CMO,YOUR MARKETING PLAN IS
Dearcmo
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Channels are blurring..Attribution is hard.
Working out your ROI is even harder.
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Marketing doesn’t pass frombrainstormers to copywriters
to creatives to devs to PRs...
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MARKETING ISa department
EVERYBODY
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bigPLANS CAN’TADAPT changing
w rldto a
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WHAT’S YOUR PLAN WHEN
“PINSTAGRAM 3.0”SHOWS UP?
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HOW DO YOU KNOWWHAT YOUR CUSTOMERS
REALLY WANT?
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marketing
HERE’S THE SOLUTION:
agileWhy?...
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agileYOUR CUSTOMERS ARE
(my 12 month groceryshopping plan doesn’t exist!)
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so put your customers
AT THE CENTERof your plansPLANNING
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YOU NEED BUDGETAND RESOURCESFOR R&D today
in marketing TOMORROW....so you can conf dently invest
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SO
TO INVEST
buildthecase
with data from manyexperimentssmall
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BE BETTER ABLE TO HANDLE:
*big data
*Conf dently reacting to rapid
*Balancing risk, innovation & delivering ROI.
& technological advances.market changes
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marketing
HERE’S WHAT
LOOKS LIKE...
agile
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1budgetingagile
R&D builds
the caseto invest.
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TIM FERRIS USED ADWORDSTO SPLIT-TEST HEADLINESAND PROVE DEMANDFOR HIS BOOK
It wasn’t his favourite title,but it’s the title his customers wanted.
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APPSUMO SPENDS 20% OF THEIRMARKETING BUDGETexperimenting
experiments fail.86% of their
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BUT WHEN AN EXPERIMENTDELIVERS POSITIVE ROI,THEY ASSIGN
TO IT
they don’t impose any limits.
When they f ndsomething that works,
unlimited budget
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We proved the concept through data f rst.
DISTILLED USED LAUNCHROCK TO PROVE DEMAND FOR DISTILLEDU
We didn’t risk marketing budget for something that *might* have worked.
HAVE
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2teamsagile
EVERYBODYis marketing.
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37SIGNALS CYCLES THROUGH CUSTOMER SERVICE ON ROTATION
isn’t a department.Marketing
Marketing is EVERYBODY.
everyone
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AIRBNB SENDS PHOTOGRAPHERS TO PHOTOGRAPH THEIR CUSTOMERS PROPRETIES
professionally photographedlistings receive an average of$1025 MORE PER MONTHAND 2.5 TIMES MORE BOOKINGS.
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MIXCLOUD HAS NO MARKETING TEAMOR BUDGET
their
theirmarketing
AREUSERS
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3processesmarketingagile
Repeatable processesBuild the case to invest
with small experiments
are assets
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KICKSTARTER PROJECTSBUILD THE CASETO MAKE PRODUCTS
Kickstarter to convince bookdistributors to stock hisnew book in stores.
Seth Godin is even using
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ZAPPOS HAS BUILTOVER 50,000 PRODUCT VIDEOS
They’ve built an asset(process)
(video content).that builds an asset
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THREADLESSCUSTOMERS VOTE ON WHICH T-SHIRT DESIGNSGET PRINTED
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37SIGNALS GRADUALLY UNVEILED NEW FEATURESOF BASECAMP ON THEIR BLOG
of comments that fed intotheir development process,
whilst also building buzz.
...generating HUNDREDS
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BETABRAND RELEASES PRODUCT PAGES BEFORE THE PRODUCT BECOMES AVAILABLE TO GAUGE INTEREST
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MIXCLOUD TEST IDEAS THROUGH BROKEN LINKSTO NEW PRODUCTS ONSITE, THEN MEASURES THE CLICKSthey use the results of these
on new and existing productstests to BUILD & ITERATE
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THIS APPROACH WILL SAVEYOU FROM EXPENDING TIMEAND RESOURCES INVESTINGIN PRODUCTS & CHANNELSPEOPLE DON’T WANT
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Read & implement theseagile marketing ideas
http://www.seomoz.org/blog/agile-marketing-whiteboard-friday
http://www.travisarnold.com/agile-marketing-manifestos/
http://www.agilemarketing.net/
http://www.chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile.html
http://www.distilled.net/blog/marketing-2/agile-marketing- calling-all-cmos-your-future-online-is-agile/
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morething...one
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nike fuelbands
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NIKE HAVE JUST OPENEDTHE API FOR THEIRFUELBAND PRODUCT
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NOW IMAGINEYOU’RE CMO OF
anyHEALTHINSURANCECOMPANY
with potential access to allthis user exercise data
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2012 MARKETING PLAN
HANDLE THAT
?
HOW WOULD YOUR
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