Agile Marketer - Turning Customer Experience Into Your Competitive Advantage

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...

List of contents

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

Product details

• Authors: Roland Smart, Smart Roland
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 29.02.2016
• EAN: 9781119223009
• ISBN: 978-1-119-22300-9
• No. of pages: 240
• Subjects: Social sciences, law, business > Business > Management; Marketing, strategisches marketing, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb, Strategic Marketing