Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain Relevant
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Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.
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Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain Relevant
- 1. Agile Marketing Meetup Moving Beyond the Marketing Plan So You Remain Relevant
- 2. Average CMO Tenure Doubles! 2007 AdAge: “Blame CMO Turnover on Metrics Mania” 2015 Forbes: “CMOs’ ability to leverage digital and analytics”
- 3. But… I Predict Another Big Drop 2007 AdAge: “Blame CMO Turnover on Metrics Mania” 2015 Forbes: “CMOs’ ability to leverage digital and analytics”
- 4. Why? Traditional Mktg Lacks Agility • Marketing channels have very short shelf life • Most marketing plans miss channel windows By James Currier
- 5. Scaling Growth? • Inspiration from early growth process/teams • Met with top growth teams to compare process • Today will share our combined best practices $250B $23B $50B $11B
- 6. About Me • 1996 - 2007: Led marketing from launch to IPO • 2008: Shifted focus to traction stage • Now: Founder/CEO of GrowthHackers
- 7. Key Finding: Testing Drives Growth • Test to discover (pings) • Test to optimize (A vs B) • Focus on velocity (quality hard to predict)
- 8. 2011 Twitter Accelerated Testing 0.5 tests/week 10 tests/week Satya Patel – 2014 Agile Marketing Meetup
- 9. Must Rethink Marketing Planning Quarterly: Marketing Updates • Customer snapshot and strategy • Channel trends and projections • Competition changes & tactics Weekly: High Tempo Testing across vectors Acquisition Referral Activation Revenue Retention Resurrection
- 10. High Tempo Testing • More Testing = More Discovery/Optimization
- 11. High Tempo Team & Process Team Process
- 12. Team for High Tempo Testing Team Process
- 13. High Tempo Testing Growth Team • Start with Growth Master (PM Growth) • Add dedicated people to core as needed to hit tempo goals • Contract temp specialists to explore channels (FTE proven)
- 14. Process for High Tempo Testing Team Process
- 15. High Tempo Testing Growth Process Unbridled Ideation Prioritize backlog Launch Tests Capture learning
- 17. Build Large Idea Backlog • My team has 450+ ideas in backlog
- 18. Unbridled Ideation • Invite participation from whole company • Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection
- 19. Formalize ideas in Experiment Doc • Include research, hypothesis, target lever ICE Score 1 - 10 I - Impact C - Confidence E - Ease
- 21. Prioritize Test Nominations • Growth master communicate focus area • Growth team members nominate ideas ! Include someone else’s idea ! Ideally within focus area
- 22. Weekly Nominations from Team • Use ICE to nominate (high impact, high confidence, easy to test)
- 24. Weekly Growth Meeting • Choose the tests you’re going to launch • Meeting establishes a growth rhythm • No brainstorming (that’s rest of week) • Optimize process to hit testing target
- 25. Deciding Target for Test Launches • Start small (i.e. 2 tests per week) • Right size tests to hit target • Add more ambitious tests • Increase weekly test target
- 26. Manage Testing Queue • Assign each test to a project manager • Communicate test releases
- 28. Capture Learning Details • Every test leads to learning • Ensure transparent sharing/access
- 29. Weekly Growth Meeting Agenda* 15 min: KPI review & update focus area 10 min: Review last week’s testing sprint 15 min: Key lessons learned from analyzed tests 15 min: Select tests for this week’s sprint 5 min: Check growth of idea backlog * GH weekly growth meeting includes CEO, CTO, VP Product, Head of Growth, Head of Design, Growth Engineer, and Analyst
- 30. Example Winning Test • Moved email collector to top • Increased emails collected 700%
- 31. Double Down Tests • Step 2 of registration • Improved design/text
- 32. Results: Step 2 of Registration • 22% boost in sign ups
- 33. Results: Improved Design/Text Test +44.5% Control
- 34. 2015 GH Accelerated Testing GH accelerated testing to 3+ per week after growth plateaued
- 35. Team + Process = Silver Bullet Unbridled ideation Prioritize backlog Launch tests Capture learning
- 36. Join Canvas private beta at Canvas.GrowthHackers.com 1) Team Ideation 2) Prioritize Testing 3) Capture Learning Purpose-Built Agile Marketing System: