Marketers today are challenged by many things – the speed of change, adoption of new technologies, the increasing empowerment of buyers, and limited resources. Despite these challenges, traditional marketing planning and execution has not changed much in more than 50 years.
In this Agile Marketing training course we will explore why conventional methods of managing marketing no longer work, and why Agile Marketing, inspired by Agile software development, helps marketing teams get more done and adapt quickly to changing marketing requirements. We will explain the principles, processes, terminology and tools of Agile Marketing. We will provide real-world examples of how teams are using Agile Marketing today, and discuss how to inspire and organize marketers for maximum effectiveness in Agile Marketing teams.
We'll also cover some practicalities of implementing Agile Marketing in organizations, including transitioning to it, sustaining it, what can go wrong (and how to avoid it), selling it into the organization and the impact of Agile Marketing on your budgeting process. By the end of the course, you should know how to introduce Agile Marketing into your organization and start implementing it.
In this Agile Marketing Training Course You Will Learn How To:
- Create a buyer persona
- Describe each persona's buyer's journey
- Tailor your marketing model to your buyers
- Organize your marketing work by strategic priorities
- Use relative estimation for predictable performance
- Use Scrum for adaptive and iterative planning
- Use Scrum to track progress and improve productivity
- Involve and deliver tangible results to executives and sales leaders
- Measure effectiveness in ways that stakeholders understand
- Transition into Agile Marketing
- Effectively budget for marketing without a 12-month plan
Agile Marketing has been identified as one of the top trends to watch by Gartner, Forrester, eConsultancy and others. And while anyone can find the basic values and principles of Agile Marketing at www.agilemarketingmanifesto.org, there is a wide degree of variation in how organizations implement Agile Marketing. This course is unique in that it combines coverage of Agile Marketing concepts as well as a concrete explanation of how to implement it using Scrum specifically tailored for marketing teams.
Overall Agile Marketing Course Methodology
This Agile Marketing training course will be a mixture of lectures and labs. The labs include building a buyer persona and marketing model, organizing a backlog, using relative estimation, sprint planning, and executing a sprint.
Top Ten Reasons to Take This Agile Marketing Course
- You will increase the productivity of your marketing team
- Your marketing will have greater alignment with the business and sales goals of the organization
- The impact and value of marketing will be more visible to the rest of the organization
- You will prioritize the most important items and stop doing stuff that doesn't have an impact on revenue or customer satisfaction
- You will adapt to change more quickly
- You will be able to provide clear measurements of the impact of marketing
- You will beat your competitors that are NOT practicing Agile Marketing
- You will improve internal communication and eliminate internal conflict
- You will gain cutting-edge marketing skills
- Marketing will be fun again!
You may cancel or reschedule up to 21 days prior to the start date of the class at no penalty. For any cancellation or reschedule requests within 21 days, the full course tuition is still due and not eligible for refund. Any paid tuition will be credited towards a future class and must be used within 12 months.
*Partner delivered courses may be subject to different cancellation terms
Agile Marketing Course Outline
I. Agile Marketing Training Overview – Explore why conventional methods of managing marketing no longer work, and why Agile Marketing methods, inspired by Agile Software Development, can help marketing teams get more done and adapt quickly to changing marketing requirements.
- Why Agile Marketing?
- Principles of Agile Marketing
- Process for managing marketing operations
- People-skills and how they're applied
- Perks of being Agile
II. Marketing 101 – Cover fundamental marketing concepts ranging from current to traditional, establishing a consistent baseline for discussion and exercises throughout the class.
- Target segments
- Buyer personas
- Marketing funnels and sales pipelines
- Buyer journeys
- Marketing Models
- Lab: Create a buyer persona, buyer journey, and marketing model
- Value propositions
III. Agile Marketing with Scrum – Learn the details of how Scrum works then use it to manage marketing execution. Understand how to organize a marketing backlog, perform sprint planning, track progress during a sprint, review the results and apply adjustments between sprints.
- Scrum roles
- Creating an initial marketing backlog
- Working with user stories
- Lab: Creating an initial marketing backlog
- Team capacity
- Using relative estimation
- Lab: Planning poker
- Sprint planning
- Minimum Viable Campaign
- Lab: Creating a sprint backlog
- Execution during a sprint
- Tracking progress
- Lab: Simulate an entire sprint
- Using Scrum boards
- Showing results with a sprint review
- Improving the process with a sprint retrospective
IV. Metrics – A primer on the importance of metrics and how to find meaningful metrics for just about any marketing tactic.
- Overview of "Data-Driven Marketing"
- Reporting and dashboards
V. Real-World Applications – Look at examples of Agile principles applied in real-world marketing activities.
- Adaptive marketing
- Iterative marketing
- Putting them together
VI. Agile Marketing Practicalities – Practicalities of implementing Agile Marketing in organizations, including transitioning to it, sustaining it, selling it into the organization and the impact of Agile Marketing on your budgeting process.
- Transitioning to Agile Marketing
- Sustaining Agile Marketing
- Selling Agile Marketing into the organization
- Budgeting for Agile Marketing