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Informationen zum Autor ROLAND SMART serves as the VP of Social & Community Marketing at Oracle, where he oversees a range of programs designed to enrich the communities associated with Oracle's products and services. His previous experience includes foundational roles at a number of start-ups. He speaks at industry events such as the ad:tech, Modern Marketing Experience, The Social Media Optimization Conference, and SXSW. He has also written for such industry publications as Forbes and iMedia. Klappentext The marketer's guide to modernizing platforms and practicesMarketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language--and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.Written by a premier practitioner of modern marketing, this book will provide you with:* Insights on the evolution of product development and management in the organization--and why marketing must partner with them in the new era* An understanding of Agile methods and their application to marketing* A plan for integrating Agile with your traditional methods* Tactics to drive alignment with product management* A pathway to becoming the steward of customer experienceRich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice--and help realize its critical roles in product management and the customer experience. Zusammenfassung The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Inhaltsverzeichnis Preface ix Acknowledgments xiii I How Development Methods Influence Marketing 1 1 Why Marketing Needs to Adapt 3 Why do marketers need a new approach to marketing? Because traditional approaches fail to address contemporary consumer expectations. Two high-profile companies provide starkly contrasting case studies that demonstrate the importance of aligning innovation and marketing teams with "adaptive" development practices. 2 The Modern Marketer's Challenge 13 How can marketers modernize their practices in today's complex and rapidly evolving marketing-technology landscape? By emulating and collaborating with developers. Plus, how successful point solutions fueled the vision of an integrated marketing platform. 3 Scaling Sales: Marketing and the Role of Automation 21 How can the marketing function use technology to scale sales? An increasingly self-directed buyer's journey requires companies to influence buyers long before they reach out to the sales team. An adaptive approach to automation can help, but not before aligning sales with marketing (so sales is free to focus on the highest-value opportunities). 4 T...
