In this presentation, Gary DeAsi, Senior Manager of Corporate & Digital Marketing at SmartBear Software shares insights on taking a revenue-centric, “art and science” approach to deliver engaging digital experiences throughout every stage of the customer’s journey, and how SmartBear has leveraged an agile marketing methodology in order to do so effectively and efficiently from 2012 to present.
Topics include:
1. Developing and delivering digital content and campaign strategies optimized for engagement and conversion
2. Leveraging modern marketing technology, data and metrics to drive results and dynamically dictate customer experiences
3. Lessons learned from nearly 3 years of experience practicing agile to support a high volume, high velocity, B2B marketing and sales model
4. Page 4
art
something that is created with imagination and skill and
that is beautiful or that expresses important ideas or
feelings
skill acquired by experience, study, or
observation <the art of making friends>
the ability to use
one's knowledge
effectively and
readily in execution
or performance
5. Page 5
science
knowledge about or study of the natural world based on
facts learned through experiments and observation
> scientific method
principles and procedures for the systematic pursuit of
knowledge involving the recognition and formulation of a
problem, the collection of data through observation and
experiment, and the formulation and testing of hypotheses
35. Traffic Team Market A Market B Market C Market D
SEO
Paid
Social
Nurture
Campaigns
Events
Functional
Team Manager
Market Managers
Delegation and Task Assignment
43. Sprint length = 2-4 Weeks
Build in flex time. Plan for the unpredictable , time-sucks (20-50%)
Minimize upkeep
Specificity, break down tasks into bite size pieces
Mold system to your organization, not the other way around
Feedback, iteration, evolution
Review and commit before sprint
Commitment, buy-in
Sprint and backlog to deflect unnecessary requests
If it’s not in the sprint it doesn’t exist.
Agile Lessons Learned