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...

Read More
$1,095 USD
Course Code A-MKT-BC
Duration 2 days
Available Formats Classroom
6694 Reviews star_rate star_rate star_rate star_rate star_half
Course Image

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
Contact Us 1-800-803-3948
Contact Us
FAQ Get immediate answers to our most frequently asked qestions. View FAQs arrow_forward