Read the full blog post: http://www.distilled.net/blog/distilled/dear-cmo-your-marketing-plan-is-broken/
We've been doing a lot of work recently looking into agile marketing. In the slidedeck above we want to make the case for and show off some worthy examples of how and where agile works in the three areas that we really care about and can influence as consultants - budget, people and processes.
10. agile
YOUR CUSTOMERS ARE
(my 1 2 m o n t h g r o c e ry
s h op p i n g p l a n d o e s n ’ t e x i s t ! )
11. so put your customers
AT THE CENTER
of your plans
P L A N NI N G
12. YOU NEED BUDGET
AND RESOURCES
FOR
R&D today
...so you can confdently invest
i
in marketing TOMORROW.
13. SO bu ild
t he
case TO INVEST
with data from many
sm a l l e x p er i m e n t s
14. BE BETTER ABLE TO HANDLE:
*big data
*Balancing risk, innovation
& delivering ROI.
*Confdently reacting to rapid
i
market changes
& technological advances.
17. TIM FERRIS USED ADWORDS
TO SPLIT-TEST HEADLINES
AND PROVE DEMAND
FOR HIS BOOK
It wasn’t his favourite title,
but it’s the title his customers wanted.
18. APPSUMO
SPENDS 20% OF THEIR
MARKETING BUDGET
experimenting
86% of their
e x p er i m e n t s fa i l .
19. BUT WHEN AN EXPERIMENT
DELIVERS POSITIVE ROI,
THEY ASSIGN
unlimited budget
TO IT
When they fnd
i
something that works,
t h e y d o n ’ t i m p os e a n y l i m i t s .
20. DISTILLED USED LAUNCHROCK
TO PROVE DEMAND
FOR DISTILLEDU
HAVE
We didn’t risk marketing
budget for something that
*might* have worked.
We proved the concept
through data frst.
i
23. AIRBNB SENDS
PHOTOGRAPHERS TO
PHOTOGRAPH THEIR
CUSTOMERS PROPRETIES
professionally photographed
listings receive an average of
$ 1 0 2 5 M O R E P ER M O N T H
AND 2.5 TIMES MORE BOOKINGS.
25. 3 agile
marketing
processes
Repeatable processes
a r e as s e t s
Build the case to invest
w i t h sm a l l e x p er i m e n t s
26. KICKSTARTER PROJECTS
BUILD THE CASE
TO MAKE PRODUCTS
Seth Godin is even using
Kickstarter to convince book
distributors to stock his
new book in stores.
27. ZAPPOS HAS BUILT
OVER 50,000
PRODUCT VIDEOS
They’ve built an asset
( p r o ce s s )
that builds an asset
( v i deo content).
29. 37SIGNALS GRADUALLY
UNVEILED NEW FEATURES
OF BASECAMP ON THEIR BLOG
...generating HUNDREDS
of comments that fed into
t h e i r d e v e l op m e n t p r o c e s s ,
whil st also building buzz.
31. MIXCLOUD TEST IDEAS
THROUGH BROKEN LINKS
TO NEW PRODUCTS
ONSITE, THEN
MEASURES THE CLICKS
they use the results of these
tests to BUILD & ITERATE
o n n e w a n d e x i s t i n g p r o du c t s
32. THIS APPROACH WILL SAVE
YOU FROM EXPENDING TIME
AND RESOURCES INVESTING
IN PRODUCTS & CHANNELS
PEOPLE DON’T WANT