The Agile Marketer

Preface 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