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Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language--and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.
The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.
Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.
Written by a premier practitioner of modern marketing, this book will provide you with:
* Insights on the evolution of product development and management in the organization--and why marketing must partner with them in the new era
* An understanding of Agile methods and their application to marketing
* A plan for integrating Agile with your traditional methods
* Tactics to drive alignment with product management
* A pathway to becoming the steward of customer experience
Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice--and help realize its critical roles in product management and the customer experience.
Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language--and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.
The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.
Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.
Written by a premier practitioner of modern marketing, this book will provide you with:
* Insights on the evolution of product development and management in the organization--and why marketing must partner with them in the new era
* An understanding of Agile methods and their application to marketing
* A plan for integrating Agile with your traditional methods
* Tactics to drive alignment with product management
* A pathway to becoming the steward of customer experience
Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice--and help realize its critical roles in product management and the customer experience.
ROLAND SMART serves as the VP of Social & Community Marketing at Oracle, where he oversees a range of programs designed to enrich the communities associated with Oracle's products and services. His previous experience includes foundational roles at a number of start-ups. He speaks at industry events such as the ad: tech, Modern Marketing Experience, The Social Media Optimization Conference, and SXSW. He has also written for such industry publications as Forbes and iMedia.
Acknowledgements
Part 1: How Development Methods Influence Marketing
Why Marketing Needs To Adapt
What Does Modern Marketing Feel Like Today?
Driving Into the Future
The Relationship Between Product Development and Marketing
The Modern Marketer's Challenge
The Marketing Buyer's Perspective
Entering the Era of Modern Marketing
Catching Up From Behind
Scaling Sales: Marketing and the Role of Automation
Marketing Automation Is a Foundational Technology
Getting to Alignment
Enter Agile
Automation is About Amplification
The Rise of Agile
Why the Shift to Agile?
Agile as Competitive Advantage
Part 2: Adaptive Methods for Modernizing Marketing
A Snapshot of Leading Methods
The Skinny on Scrum
Scrum: a Service Development Method
How Scrum Works in a Marketing Context
Scrum is a Team Sport
Kanban: Lean Meets Agile
Distinct Origins, Shared Philosophy
Scrum vs. Kanban: Similarities and Differences
Implementing Agile: Key Considerations
Forging C-Suite Partnerships
The Role of the Agile Coach
Own Your Method
Set Expectations Up Front
Implementing Agile: Common Objections
Argument #1: "It doesn't scale"
Argument #3: "We can't plan ahead"
Argument #4: "How can we possibly budget for this?"
Your North Star: The Agile Marketing Manifesto
Your Team's North Star
A Complementary Design Metaphor
Repurposing Content "Cupcakes"
Going Cupcake Crazy
Part 3: Linking Innovation and Customer Experience
Integrating Marketing And Innovation With Agile
Aligning Teams
Aligning UX
Aligning the Teams on Research and Feedback
Aligning on Strategy
Beyond Agile: More Methods to Link Marketing and Product Management with Innovation
Common Innovation Methods
Skunk Works
Crowdsourcing
Top-Down Strategy
Dependency Exercise
Prioritization Exercise
Putting it All Together
Beyond Agile: Marketing's Role in the Customer Experience
The Context of Customer Experience
Simplicity and Consistency First
Experience Strategy
From Theory to Practice
From Deeper Customer Relationship to Richer Customer Experience
Growth Hacking
Growth Teams and Modernization
Baked-In Marketing
Extending the Freemium Concept
Frictionless Advocacy
Converged Media
Native Advertising: Paid Media That Feels Like Earned Media
Lessons from the Collaborative Economy
Collaborative companies reset expectations for traditional business
How disruptive will the collaborative economy be?
Agile and the Collaborative Economy: Three Business Models
Servicization's Impact on Incentives
The Steward of Customer Experience
The Customer Lifecycle
The community influences the entire customer lifecycle
Engaging practitioners before the buy
Data and customer experience go hand in hand
Embarking on the marketing modernization journey
Appendix 1: Content Marketing: An Agile Approach
Exercise 1: List business goals
Exercise 2: Define content themes
Exercise 3: Define personas
Exercise 4: Inventory channels
Exercise 5: Define content types
Exercise 6: Link content attributes
Exercise 7: Fill content gaps
Exercise 8: Channel and content consolidation
An Agile Content Strategy Practice
Appendix 2: The Product Manager's Perspective on Agile Marketing
Resources
Endnotes
Biography
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 240 |
| Inhalt: | 240 S. |
| ISBN-13: | 9781119223009 |
| ISBN-10: | 1119223008 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Smart, Roland |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 236 x 156 x 27 mm |
| Von/Mit: | Roland Smart |
| Erscheinungsdatum: | 29.02.2016 |
| Gewicht: | 0,424 kg |
ROLAND SMART serves as the VP of Social & Community Marketing at Oracle, where he oversees a range of programs designed to enrich the communities associated with Oracle's products and services. His previous experience includes foundational roles at a number of start-ups. He speaks at industry events such as the ad: tech, Modern Marketing Experience, The Social Media Optimization Conference, and SXSW. He has also written for such industry publications as Forbes and iMedia.
Acknowledgements
Part 1: How Development Methods Influence Marketing
Why Marketing Needs To Adapt
What Does Modern Marketing Feel Like Today?
Driving Into the Future
The Relationship Between Product Development and Marketing
The Modern Marketer's Challenge
The Marketing Buyer's Perspective
Entering the Era of Modern Marketing
Catching Up From Behind
Scaling Sales: Marketing and the Role of Automation
Marketing Automation Is a Foundational Technology
Getting to Alignment
Enter Agile
Automation is About Amplification
The Rise of Agile
Why the Shift to Agile?
Agile as Competitive Advantage
Part 2: Adaptive Methods for Modernizing Marketing
A Snapshot of Leading Methods
The Skinny on Scrum
Scrum: a Service Development Method
How Scrum Works in a Marketing Context
Scrum is a Team Sport
Kanban: Lean Meets Agile
Distinct Origins, Shared Philosophy
Scrum vs. Kanban: Similarities and Differences
Implementing Agile: Key Considerations
Forging C-Suite Partnerships
The Role of the Agile Coach
Own Your Method
Set Expectations Up Front
Implementing Agile: Common Objections
Argument #1: "It doesn't scale"
Argument #3: "We can't plan ahead"
Argument #4: "How can we possibly budget for this?"
Your North Star: The Agile Marketing Manifesto
Your Team's North Star
A Complementary Design Metaphor
Repurposing Content "Cupcakes"
Going Cupcake Crazy
Part 3: Linking Innovation and Customer Experience
Integrating Marketing And Innovation With Agile
Aligning Teams
Aligning UX
Aligning the Teams on Research and Feedback
Aligning on Strategy
Beyond Agile: More Methods to Link Marketing and Product Management with Innovation
Common Innovation Methods
Skunk Works
Crowdsourcing
Top-Down Strategy
Dependency Exercise
Prioritization Exercise
Putting it All Together
Beyond Agile: Marketing's Role in the Customer Experience
The Context of Customer Experience
Simplicity and Consistency First
Experience Strategy
From Theory to Practice
From Deeper Customer Relationship to Richer Customer Experience
Growth Hacking
Growth Teams and Modernization
Baked-In Marketing
Extending the Freemium Concept
Frictionless Advocacy
Converged Media
Native Advertising: Paid Media That Feels Like Earned Media
Lessons from the Collaborative Economy
Collaborative companies reset expectations for traditional business
How disruptive will the collaborative economy be?
Agile and the Collaborative Economy: Three Business Models
Servicization's Impact on Incentives
The Steward of Customer Experience
The Customer Lifecycle
The community influences the entire customer lifecycle
Engaging practitioners before the buy
Data and customer experience go hand in hand
Embarking on the marketing modernization journey
Appendix 1: Content Marketing: An Agile Approach
Exercise 1: List business goals
Exercise 2: Define content themes
Exercise 3: Define personas
Exercise 4: Inventory channels
Exercise 5: Define content types
Exercise 6: Link content attributes
Exercise 7: Fill content gaps
Exercise 8: Channel and content consolidation
An Agile Content Strategy Practice
Appendix 2: The Product Manager's Perspective on Agile Marketing
Resources
Endnotes
Biography
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Seiten: | 240 |
| Inhalt: | 240 S. |
| ISBN-13: | 9781119223009 |
| ISBN-10: | 1119223008 |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: | Smart, Roland |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 236 x 156 x 27 mm |
| Von/Mit: | Roland Smart |
| Erscheinungsdatum: | 29.02.2016 |
| Gewicht: | 0,424 kg |
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