Rob Kingyens Chief Marketing & Technology Officer
eCornell, Cornell University | ecornell.com
How Agile Can Transform Your Marketing Strategy
• Why are Marketers Adopting Agile? • Case Study of Agile Marketing in Practice • Where to Start Agile Marketing in Your Organization
Why are Marketers Adopting Agile?
Why Organizations Worldwide are Adopting Agile Marketing at a Rapid Pace
Marketing is Changing Dramatically
Increased Complexity, Dynamic Change
Source: Gartner Group, Digital Marketing Transit Map
Source: Adapted from Forrester Research, Inc.
The Marketing Funnel has Changed
From Simple to Complex
Awareness Consideration Preference Action Loyalty
Peer Review
Alternatives
Content Recommendations
Students
Influencers
The Digital, Connected Student
The Student has Dramatically Changed
The Student has Dramatically Changed
Source: Forrester Research, Inc.
The Always Connected, Empowered Student
Marketing Channels are Rapidly Changing
Source: The Conversation Prism, conversationprism.com; Jason Howie
Hundreds of Channels and Touchpoints
Technology is Changing Marketing
CRM, Social Listening, Automation, Analytics…
Sources: Forbes, Gartner, Experian
…and Don’t Forget the MOOCs
Thousands of Free Courses, Millions of Students
Sources: chronicle.com, Forbes, Mixergy
The Marketing Plan Must Change
Plans Can’t Anticipate Rapid Change
It’s Overwhelming to be a Marketer Today
Source: Gartner Group, Digital Marketing Transit Map
How do You Respond to Constant, Rapid Change?
Agile Marketing An Iterative Approach to Marketing
that Responds to the Rapid Changes
Small Bets over Big Bangs
✔ Adaptive, Iterative Campaigns ✖ Big Bang Campaigns
✔ Many, Small Experiments ✖ Few, Large Bets
✔ Real-time, Flexible Planning ✖ Fixed, Rigid Planning
✔ Respond to Change ✖ Following a Plan
✔ Customer-focused Collaboration ✖ Silos, Opinions, and Conventions
Source: agilemarketingmanifesto.org
1. Failure is okay on short scales
2. Failure is not okay on large scales
3. Try new things all the time
4. If you’re not failing, you’re not trying
Learn to Fail Fast with Little Bets
Sources: Mathew Sweezey, Pardot; Peter Sims, Little Bets, Wayne Gretzky
“You Miss 100 Percent of the Shots You Never Take”
Adapt to Iterative Marketing
Little Bets, Big Insights, Rapid Iteration
Big Strategy
Big Launch
Insight
Measure
Insight
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
0d 15d 30d 45d 60d 75d 90d
Big Strategy
Big Launch
Measure
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
As a Marketing Strategy prospect, I want to see actual student reviews so that I can validate that others have also achieved my personal learning goals and career objectives.
1
5 Step Agile Process Overview
2
Agile Marketing Roles & Responsibilities
Scrum Master Product Owner Represents the voice of the student and stakeholders to ensure that the team understands and delivers value.
Ensures that team members have what they need to
complete tasks with the highest degree of accuracy and quality.
Self-organizing teams that determine the best way to complete the work to meet objectives and deliver value.
Team Members
5 Step Agile Process Overview
1
2
3 4
5
Agile Marketing Applied
Agile Marketing in Practice
Agile Case Study: Marketing Strategy Program
Applying an Iterative Approach to Drive Enrollments
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Iteration 1 of 6: Lean Canvas
Customer and Market Validation Source: Adapted from Leancanvas.net, Steve Blank
Problem Student Segments
Unique Value Proposition
Solution
Key Metrics
Unfair Advantage
Channels
Cost Structure Revenue Streams
Iteration 2 of 6: Web Page Redesign
Source: ecornell.com/certificates/marketing/marketing-strategy/
New Branding and Messaging to Support the Lean Canvas
Source: ecornell.com/certificates/marketing/marketing-strategy/
New Branding and Messaging to Support the Lean Canvas
Iteration 2 of 6: Web Page Redesign
Iteration 2 of 6: Landing Page Redesign
Source: ecornell.com/certificates/marketing/marketing-strategy/
Messaging to Support the Lean Canvas, Responsive Design
Source: ecornell.com/certificates/marketing/marketing-strategy/
186% Increase in Enrollments
Iteration 2 of 6: Landing Page Redesign
Iteration 3 of 6: Social Proof
Highest Click %
Customer Ratings, Testimonials, and Videos
Iteration 4 of 6: Pricing Variations
A/B Testing to Gain Insights on Student Engagement
Audience Divided in
Thirds
$3,600 One-time Payment
A
B
C
$514/mth 7 Monthly Payments
$257/mth 14 Monthly Payments
Conversion Rate: Request Info: Chat/Email/Call: Watched Video:
10.31% 4.87% 4.37% 3.44%
Conversion Rate: Request Info: Chat/Email/Call: Watched Video:
12.75% (+23.71%) 8.21% (+68.73%) 4.90% (+25.81%) 4.32% (+23.71%)
Conversion Rate: Request Info: Chat/Email/Call: Watched Video:
15.19% (+47.34%)
9.71% (+99.46%) 5.69% (+30.23%) 4.58% (+33.21%)
� � � �
Iteration 5 of 6: Pricing Test Analysis
Data-Driven Analysis and Decision Making
30d
$3,600 One-time Payment
A
B
C
$514/mth 7 Monthly Payments
$257/mth 14 Monthly Payments
Iteration 6 of 6: Implement Payment Plans
Empower the Customer Decision Journey
Where to Start Agile Marketing in Your Organization
Tips & Tricks to Get Started Quickly
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2
3 4
5
Start to Apply the Agile Process
Change the Culture
Source: VersionOne 6th Annual State of Agile Survey
Agile Marketing Requires Culture Change
52% Inability to
Change Organizational
Culture
31% Lack of
Management Support
41% General
Resistance to Change
Drive to Outcomes over Speed
“We have to be careful that we don’t let all this great activity… lull us into thinking that we’re accomplishing our goals just because we’re moving so much from the Sprint backlog column into the done column.”
- Matt Heinz, Heinz Marketing
Avoid Losing Sight of the Big Picture while Being Agile
Key Takeaways for Agile Success
Source: Adapted from http://fcw.com/articles/2012/07/31/gao-agile-best-practices.aspx
1. Continually Drive Agile Adoption 2. Quickly Address Impediments 3. Acquire Student and Stakeholder Feedback 4. Empower Small Teams to Own Outcomes 5. Demonstrate Valuable Outcomes 6. Use Tools and Metrics 7. Track Progress Daily and Openly 8. Perform Retrospectives
Don’t Just Do Agile, Be Agile
Embrace Change to Drive Positive Culture and Outcomes
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Little Strategy
Plan Design Launch Measure
Iteration
Insight
Thank You!
Rob Kingyens Linkedin.com/in/robkingyens
blog.ecornell.com