AOM16 Agile Marketing
Discover the real-life application of how to leverage Agile to create marketing plans, successfully execute on those plans, analyze early results, and pivot to meet the demands of the marketplace. This is an interactive and collaborative session that will combine lecture, marketing mapping, and Q&A to help your organization succeed with a comprehensive and agile marketing strategy. You’ll learn: How a marketing plan can be developed using the Agile framework How results can be gathered and analyzed for effectiveness How to modify the marketing plan to incorporate feedback without losing the strategic vision How Agile can be leveraged and applied in any organization for marketing success LEAD MENTOR: KRISTIN RUNYAN SVP Operations, PayLease,
AOM16 Agile Marketing
- 1. #SDAOM Kristin Runyan Plan, Analyze & Pivot
- 3. #SDAOM PLAN
- 5. #SDAOM • Do as much external research as possible • The Marketplace • Your Competition • Existing Clients • Likely Prospects 1. Research Create a backlog
- 6. #SDAOM • Meet with team members and internal clients about priorities and business drivers • Sales is a customer! • Marketplace Opportunity must meet business capabilities 2. Collaborate Groom the backlog
- 7. #SDAOM • Take all of the inputs – internal and external • Balance them against cost / level of effort • Create a score to aid in prioritization 3. Score Prioritize the backlog
- 8. #SDAOM • Commit to what you can reasonably and effectively accomplish • Align budget and resources accordingly 4. Decide Commit to the backlog
- 9. #SDAOM • Tell everyone! • Make sure the Marketing team knows: • What you are doing? • What is the priority? • What is the timeline? • WHY? • Make sure all other stakeholders are aware too – especially Sales. 5. Communicate Communicate the backlog
- 10. #SDAOM ANALYZE
- 11. #SDAOM • What do you know? • What do you think? • Can you find out for sure? • Data tells the quantitative story… • Who tells the most relevant qualitative story? Analyze
- 12. #SDAOM Look at the results • Are you meeting goals? • Where are the bottlenecks? • Where are results less than expected? • Where are results better? What do you know?
- 13. #SDAOM What do you think?
- 14. #SDAOM • Back-up thoughts with data where possible • LEARN! • Do not stick to your original hypothesis if signs point elsewhere What do you think?
- 15. #SDAOM • Here, qualitative matters too…. What do you think?
- 16. #SDAOM PIVOT
- 17. #SDAOM • Who is good at Pivoting? • Sailboat Captains • Airplane Pilots • Basketball Players • US?? Pivot
- 18. #SDAOM
- 20. #SDAOM • Direct Mail is seldom used • We have a good partnership with lots of name recognition • Beautifully designed piece, attention grabbing, clear call to action Print Campaign
- 21. #SDAOM • Sent a list with 9,000 names • Whittled it down to 3,000 of the most viable • Sent a Direct Mail piece costing $3/ each • Email follow-up Print Campaign
- 22. #SDAOM • Do a pilot first! • Send out 1,000 direct mail pieces • Reduced Costs • Gave us time to analyze responsiveness Critical Decision
- 23. #SDAOM
- 24. #SDAOM Surprising Result • Email worked better! • Far greater response even on follow-up email to direct mail • Proceeded with email only to larger group • Better Response + Less Cost = Win, Win
- 27. #SDAOM • Results better with text email • Equally important…. • Sales liked it better Analyze
- 28. #SDAOM Example 3
- 29. #SDAOM Product Evolution Utility Expense Management Resident Billing Payments
- 30. #SDAOM Product Evolution Analyze Bill Collect
- 31. #SDAOM Product Evolution Analyze Bill Collect
- 32. #SDAOM Product Evolution Analyze Bill Connect
- 33. #SDAOM
- 34. #SDAOM
- 36. #SDAOM
- 37. #SDAOM
- 38. #SDAOM What about you? How can Agile help? What about you?