Agile Marketing How-To Guide
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Agile Marketing is a tactical approach that allows marketing teams to adapt quickly to challenges and opportunities. It focuses on completing projects incrementally to get faster results and continuously improve over time. Following an Agile process encourages transparency, adaptability, and happier team members who can produce more consistent outcomes. This guide provides an overview of Agile Marketing, how it works, and tools to help teams implement it.
Agile Marketing How-To Guide
- 2. 3 What is Agile Marketing? How Agile Marketing Works ! Agile Marketing Manifesto 8 13 ! Examples and Use Cases ! Glossary of Terms ! Defining Team and Roles ! Creating a Backlog ! Running a Sprint Getting Started with Agile Marketing Table of Contents 17 Suggested Tools and Resources © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at [email protected] or +1 (866) 947-7744 Agile Marketing Guidebook and Toolkit – How-To Guide ! Review Process 2 ! Starting small but strong ! Potential obstacles ! Agile Management
- 3. WHAT IS AGILE MARKETING? Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. In an Agile Marketing process, the team discovers and then focuses their collective efforts on the projects that matter most; completing these together cooperatively. The goal with Agile Marketing is to continuously and incrementally improve over time, and consistently measure the impact completed projects provide. Agile Marketing is based on the Agile approach to project management often used in software development to encourage programmers to focus on incremental progress over building bigger projects, that take longer to complete, and may be irrelevant or unnecessary after they are completed. By focusing on projects incrementally, the results are available much quicker, allowing the teams to test and analyze the outcomes before investing more resources in that area. This approach has been so successful helping teams get faster and more efficient that the Marketing world has begun implementing it on marketing related projects, with equally great results. Keeping with the concept behind Agile Marketing, this How-To Guide is designed to be a quick and rapid review of the concept, how it works, and how you can leverage this powerful methodology with your marketing team. © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at [email protected] or +1 (866) 947-7744 Agile Marketing Guidebook and Toolkit – How-To Guide 3
- 4. It is important to state that Agile Marketing is more about focusing on the process itself, than any specific tool. As we shared, you can use a whiteboard to successfully implement an Agile process with your team using Kanban. That said, using digital tools and resources can be a powerful way to organize the work ahead and ensure everything related to your Agile Marketing effort is on track. Here are a few Excel-based tools included in our Agile Marketing Toolkit to help you immediately leverage an organized approach to Agile Marketing with your team: " Backlog Tool: Organize your Product and User Story Backlog. " User Story Prioritization Tool: Find the most useful user stories or tasks. " Sprint Planning Tool: Plan and track what is involved within each sprint. " Kanban Chart: Organize and visually show the context for tasks. " Scrum Master Checklist: Quickly review how well your team is doing. " Standup Checklist: Ensure your Standups do not miss anything important. " Sprint Review Checklist: Ensure your Review follows best practices. " Sprint Retrospective Checklist: Ensure lessons learned are leveraged. If you are looking for a software solution that is Agile-friendly, consider the free software tool Trello, which allows teams to use a digital Kanban board collaboratively. SUGGESTED TOOLS AND RESOURCES © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at [email protected] or +1 (866) 947-7744 17Agile Marketing Guidebook and Toolkit – How-To Guide
- 5. Demand Metric is a marketing research and advisory firm serving a membership community of over 80,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit: www.demandmetric.com. ABOUT DEMAND METRIC © 2016 Demand Metric Research Corporation. All Rights Reserved. License our research to fuel your content marketing programs. Contact us at [email protected] or +1 (866) 947-7744 18Agile Marketing Guidebook and Toolkit – How-To Guide