book

The Agile Marketer

by Roland Smart

February 2016

Intermediate to advanced

240 pages

5h 17m

English

Wiley

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What Does Modern Marketing Feel Like Today?Driving into the FutureThe Relationship between Product Development and MarketingEndnotes
The Marketing Buyer's PerspectiveEntering the Era of Modern MarketingCatching Up from BehindEndnotes
Marketing Automation Is a Foundational TechnologyGetting to AlignmentEnter AgileAutomation Is about AmplificationEndnotes
Why the Shift to Agile?Agile as Competitive AdvantageEndnotes

Scrum: A Service Development MethodHow Scrum Works in a Marketing ContextScrum Is a Team SportEndnote
Distinct Origins, Shared PhilosophyScrum versus Kanban: Similarities and DifferencesEndnote
Forging C-Suite PartnershipsThe Role of the Agile CoachOwn Your MethodSet Expectations Up FrontEndnotes
Argument #1: “It Doesn't Scale”Argument #2: “We'll Disrupt Active Projects”Argument #3: “We Can't Plan Ahead”Argument #4: “How Can We Possibly Budget for This?”Endnotes
Your Team's North StarA Complementary Design MetaphorRepurposing Content CupcakesGoing Cupcake CrazyEndnotes
Aligning TeamsAligning UXAligning the Teams on Research and FeedbackAligning on Strategy
Common Innovation MethodsSkunk WorksCrowdsourcingTop-Down StrategyDependency ExercisePrioritization ExercisePutting It All TogetherEndnotes
The Context of Customer ExperienceSimplicity and Consistency FirstExperience StrategyFrom Theory to PracticeEndnotes
Growth Teams and ModernizationBaked-In MarketingExtending the Freemium ConceptFrictionless AdvocacyConverged MediaNative Advertising: Paid Media That Feels Like Earned MediaEndnotes
Collaborative Companies Reset Expectations for Traditional BusinessHow Disruptive Will the Collaborative Economy Be?Agile and the Collaborative Economy: Three Business ModelsServicization's Impact on IncentivesEndnotes
The Customer Life CycleThe Community Influences the Entire Customer Life CycleEngaging Practitioners before the BuyData and Customer Experience Go Hand in HandEmbarking on the Marketing Modernization Journey
Exercise 1: List Business GoalsExercise 2: Define Content ThemesExercise 3: Define PersonasExercise 4: Inventory ChannelsExercise 5: Define Content TypesExercise 6: Link Content AttributesExercise 7: Fill Content GapsExercise 8: Consolidate Channels and ContentAgile Content Strategy in Practice

Content preview from The Agile Marketer

Resources

Blogs
- The Agile Marketing Blog www.agilemarketingblog.com
- Jim Ewel's Agile Marketing Blog www.agilemarketing.net/marketing-agile
- Scott Brinner's Cheifmartec Blog http://chiefmartec.com
Podcasts
- The Marketing Agility Podcast https://itunes.apple.com/us/podcast/marketing-agility-podcast/id410175356
References Documents
- Henrik Kniberg's and Mattias Skarin's publication entitled Kanban and Scrum, making the most of both www.google.com/search?q=%E2%80%A2%09Henrik+Kniberg+%26+Mattias+Skarin%E2%80%99s+publication+entitled+Kanban+and+Scrum%2C+making+the+most+of+both&ie=utf-8&oe=utf-8.
- The Agile Marketing Manifesto http://agilemarketingmanifesto.org
Jonathan Rasmusson's Agile in a Nutshell www.agilenutshell.com
- Agile Marketing Resource—A Compendium for Marketing Agility
- http://agilemarketingresource.com
- The Agile Alliance http://guide.agilealliance.org
Community
- Join an Agile Marketing Meetup, www.meetup.com
- Join the Topliners Marketing Community, https://community.oracle.com/community/topliners
- Join the Growthhacker Community https://growthhackers.com/
Books
- A New Brand of Marketing, Scott Brinker, Boston Massachusetts, 2014
- Growing Up Fast: How New Agile Practices Can Move Marketing and Innovation Past the Old Business Stalemates
- Jascha Kaykas-Wolff (Author), Kevin Fann (Author), Sean Martinez (Illustrator), Marketing Iteration, 2014,
- The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, Eric Ries, Crown ...