Overview
Marketers face countless challenges every day, such as, speed of change, adoption of new technologies, increasing buyer empowerment, limited resources, etc. And yet, traditional marketing has not changed much in the last 50 years. This Agile marketing course aims to explore why conventional methods of marketing do not work and why Agile marketing, inspired by the Agile software development methodology, helps marketing teams get more done in shorter time spans to be in step with the changing environment. The course explains principles, processes, terminology and tools of Agile marketing. Real-world examples are provided of how teams have used Agile marketing to achieve success. The course aims to inspire and organize marketers for maximum effectiveness while also exposing participants to the practicalities of implementing Agile marketing in organizations. The course also sheds light on this process of transition, its sustainability, the shortcomings of the process, and its impact on budgeting process.
What You'll Learn
- Creating a buyer persona
- Describing each persona’s buyer journey
- Tailoring marketing models to buyers
- Organizing marketing work by strategic priorities
- Using relative estimation for predictable performance
- Using Scrum for adaptive and iterative planning
- Using Scrum to track progress and improve productivity
- Involving and delivering tangible results to executives and sales leaders
- Measuring effectiveness in ways that stakeholders can understand
- Effectively budgeting for marketing without a 12-month plan
Curriculum
- Introduction to Agile marketing
- Exploring if Agile marketing will work for your business
- Examining the Scrum process
- Traits of a great Agile marketer
- How to reduce time and improve effectiveness
- Advantages of developing a sprint plan
- Defining roles of different team members
- How to identify target segments
- Building the right buyer persona
- Which buyer’s journey should you use
- Exercise: Creating the right marketing persona and customer journey for your Agile process
- Will your business work with Scrum
- The basics of Sprint planning
- Sprinting with a Scrum board
- Daily Scrum pitfalls to avoid
- How to track progress
- How to measure results
- Exercise: Create a mock Agile backlog
- Exercise: Create a mock Sprint backlog
- Stories inside of Scrum
- MVC vs. MVP and why they matter
- Long-term planning for success
- Best reporting tools to use
- Reporting dashboard to track velocity
- Scenario modelling for different tasks
- Scrum teams and its roles
- Selling Agile to the organization
- Getting buy-in from all parties
- Different forms of the Agile marketing methodologies
- Activity: Simulate a daily morning standup identifying the different roles for each team player
- The best practices to get instant results
- What to do when someone leaves
- Continual support from the C-Suite
