When does class start/end?
Classes begin promptly at 9:00 am, and typically end at 5:00 pm.
Agile Marketing Boot Camp
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...
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$1,095 USD
Course Code
A-MKT-BC
Duration
2 days
Available Formats
Classroom
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. Without needed changes, marketers are suffering from lack of transparency, time crunches and lack of flexibility. 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.
Skills Gained
- 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
- Effectively budget for marketing without a 12-month plan
Who Can Benefit
- Marketing Managers, Directors, VPs or CMOs
- Marketing Specialists or Coordinators
- Marketing Analysts and Database Managers
- Agency Client Services Managers and Specialists
- Account Specialists
- Event Marketing Professionals
- Media Buyers and Supervisors
- Traffic Coordinators and Managers
- Digital Marketers
- Web Content Editors and Managers
- SEO Specialists and Marketers
- Art and Creative Designers and Directors
- Copywriters
- Public Relations Account Supervisors and Managers
- Communications Specialists and Managers
Course Details
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
- Analytics
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
