Webinar: Using Agile Marketing to Drive Bottom-line Revenue
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11/12/15 SOLUTION OVERVIEW Meagan French Director of Marketing Using Agile Marketing to Drive Bottom-line Revenue
Transcript of Webinar: Using Agile Marketing to Drive Bottom-line Revenue
11/12/15
SOLUTION OVERVIEWMeagan FrenchDirector of Marketing
Using Agile Marketing to Drive Bottom-line Revenue
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Meagan FrenchDirector, MarketingRedbooth Inc.Founder, Lotus Growth@mkfrench
Meagan French
#agilemarketing
A million different initiatives, the team is unsure of priorities
Spend a lot of money on marketing with little return
They don’t know what’s working and what’s not
It takes forever to get anything done
Way too much time in meetings
Jump through a lot of hoops to get projects approved
What a non-agile team looks like:
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What is Agile Marketing?
“Agile marketing is an approach in which teams identify and focus their collective efforts on high value projects, complete those projects cooperatively, measure their impact, and then continuously and incrementally improve the results over time”
- MarketingGizmo.com
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“Teams are 50%–75% faster than they were before Agile and incredible culture improvement”
- CMO Agenda “The Agile Advantage: Methodology”
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Why is agile so challenging?
Marketing is a highly collaborative profession
A ton of external deadlines and vendors
Marketing supports many different teams
We’re charged with impacting revenue
We’re perfectionists
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What is Agile Marketing?
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Determining High Value Projects
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Track Projects and Success
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Develop a Hypothesis
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Develop a Hypothesis:
Why are we doing this?
What’s the hypothesis? What is the desired outcome?
Are we seeing traction?
How can we start small first? • Minimum viable marketing
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Measure it
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Measure Success
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Build it
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Minimize the build stage
Run a small campaign before scaling up
A/b test it first
Use a landing page builder
Ask your vendors to work with you on the smallest possible contract or an extended trial
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Key Learnings
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Daily standups are overrated – we have too many meetings as it is!
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1 Hour Standup on Monday1 Hour Growth Meeting on Thursday
#agilemarketing
Growth Meetings are where we learn:
Impact Revenue with Collaboration- Not Progress Reports
Report Iterate Collaborate Action
Use the success metrics from the beginning of the
experiment
The next iteration of the experiment
Strategize scale successful initiatives
Experiments to launch for the next
growth meeting
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Translate Experiments into Revenue
What are the results of your experiment?
How do we iterate and scale up?
What are the key learnings or actions items?
Is this project impacting revenue?
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Meagan FrenchDirector, MarketingRedbooth Inc.Founder, Lotus Growth@mkfrench
Meagan French
