{"product_id":"the-agile-marketer-9781119223009","title":"The Agile Marketer","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe marketer's guide to modernizing platforms and practices    Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eI How Development Methods Influence Marketing 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Why Marketing Needs to Adapt 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy do marketers need a new approach to marketing? Because traditional approaches fail to address contemporary consumer expectations. Two high-profile companies provide starkly contrasting case studies that demonstrate the importance of aligning innovation and marketing teams with “adaptive” development practices.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Modern Marketer’s Challenge 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow can marketers modernize their practices in today’s complex and rapidly evolving marketing-technology landscape? By emulating and collaborating with developers. Plus, how successful point solutions fueled the vision of an integrated marketing platform.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Scaling Sales: Marketing and the Role of Automation 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow can the marketing function use technology to scale sales? An increasingly self-directed buyer’s journey requires companies to influence buyers long before they reach out to the sales team. An adaptive approach to automation can help, but not before aligning sales with marketing (so sales is free to focus on the highest-value opportunities).\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Rise of Agile 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTo understand what makes the “adaptive” approach to automation more effective, you must be familiar with the Agile Manifesto. This simple document establishes core values and principles underlying an adaptive approach to development. Here, we look at how Agile differs from traditional approaches, when it provides a competitive advantage, and when it’s appropriate to adopt it.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eII Adaptive Methods for Modernizing Marketing 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 A Snapshot of Leading Methods 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhich adaptive methods are relevant to marketers? Some methods are better than others for your initiative. Success requires tailoring your method to your, project, team culture and company culture.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Skinny on Scrum 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow does Scrum work, and how can it be applied to marketing? A thorough review of Scrum fundamentals to support a deeper understand of Agile. Plus, insight into how Scrum teams are organized and their most common practices.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Kanban: Lean Meets Agile 53\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow is Kanban different than Scrum? More important, what is it good for? An overview of Kanban’s origins and an explication of how Kanban leverages Scrum practices while operating under a different primary constraint. Why Kanban is often the best Agile practice for marketers and how methods can be combined.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Implementing Agile: Key Considerations\u003c\/b\u003e \u003cb\u003e63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow do you plan for an Agile implementation? Four key considerations as you prepare for your Agile implementation. Plus, thoughts on C-Suite partnerships, the role of the Agile coach, your choice of methods, and setting expectations about timing and progress.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Implementing Agile: Common Objections 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat questions should you expect to hear from detractors? (I have an inkling: “It doesn’t scale,” “it will be disputive,” “you can’t plan ahead,” and “you can’t budget.”) Here’s what you need to know to address these questions before they arise.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Your North Star: The Agile Marketing Manifesto 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow do you keep your Agile practice on track? The Agile Marketing Manifesto is a key resource that translates the Agile Manifesto for marketers’ needs. Plus, a review of Agile in action, with examples for marketers; and insights on Agile design, Agile content creation, and Agile system development.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIII Linking Innovation and Customer Experience 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 Integrating Marketing and Innovation with Agile 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow does Agile support marketing’s collaboration with the innovation team? Teams that share practices are easier to align in everything from product strategy and UX to communications. Learn how Agile practices are increasingly becoming a platform for engagement between all facets of product management and marketing.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 Beyond Agile: More Methods to Link Marketing and Product Management with Innovation 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho owns innovation? The practice of innovation is broader than Agile practice and represents an opportunity for marketing and product management to collaborate. Two exercises provide a framework for defining which groups “own” the inputs to the innovation process.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Beyond Agile: Marketing’s Role in the Customer Experience 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho owns the customer experience? Different groups may own different parts of the customer experience, but marketers are uniquely positioned to map and measure it. Learn how marketing driven research programs and psychology provide insights into opportunities that would be overlooked from a purely Agile perspective.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIV Modern Marketing and the Customer Experience 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 From Deeper Customer Relationship to Richer Customer Experience 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow does the customer relationship change as companies modernize their marketing function? When customers help design the product, more opportunities arise for them to advocate for it. (Incidentally, they are ultimately advocating for your culture as much as they are for your product or service.)\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 Growth Hacking 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat if the product was also the marketing? A case study illustrates how the freemium model is both a product and a marketing service. Also, how to leverage gamification to support the marketing of your products.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Lessons from the Collaborative Economy 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCan your community also be your competitive advantage? More and more companies are using the crowd to disrupt markets, and marketplace-based business models are disrupting many industries. The so-called collaborative economy, in which both customers as well as external providers actively shape the product (or service), is now passing an inflection point. Established businesses must consider either how to become “crowd companies” or adopt crowd practices to advance their products and services.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion: The Steward of Customer Experience 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow does modernization lead to the stewardship of customer experience? As keepers of the most foundational customer information source -the customer database- marketers are singularly positioned to be the steward of customer experience. Data helps us read the customer’s digital body language, understand how customers respond to every touchpoint, and determine how the customer experience should be managed. Here, we revisit the customer lifecycle model, exploring its connection to the customer database. A case study on Oracle’s approach to managing the customer lifecycle illustrates what a marketing modernization program looks like (admittedly in one of the most complex business environments imaginable).\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix 1 Content Marketing: An Agile Approach 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow does the Agile approach apply to content marketing? We present a framework for running an Agile content marketing team, including a series of exercises to get started developing your content strategy.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix 2 The Product Manager’s Perspective on Agile Marketing 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat do product managers think about the adoption of Agile on the marketing side of the house? Interviews with product management leaders offer insights on the changing relationship between product management and marketing—and how product management can foster alignment with marketing.\u003c\/p\u003e \u003cp\u003eResources 197\u003c\/p\u003e \u003cp\u003eEndnotes 199\u003c\/p\u003e \u003cp\u003eAbout the Author 207\u003c\/p\u003e \u003cp\u003eIndex 209\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407010308439,"sku":"9781119223009","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119223009.jpg?v=1730497875","url":"https:\/\/bookcurl.com\/products\/the-agile-marketer-9781119223009","provider":"Book Curl","version":"1.0","type":"link"}