Transcript A day in the life of a creative marketing team

A day in the life of a creative
marketing team
October 8, 2015 // 10 am PST / 1 pm EST
Stewart Rogers
Director, Marketing
Technology
VentureBeat
Dave Lesué
Creative Director
Workfront
Jim Ewel
Principal
Agile Marketing
• Sa
mir
Pa
Welcome!
Wendy Schuchart, VentureBeat
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A Week in the Life of a Creative Marketing Team
Stewart Rogers
Director of Marketing
Technology
VentureBeat
@TheRealSJR
Jim Ewel
Blogger, Growth CEO
AgileMarketing.Net
@jimewel
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David Lesué
Creative Director
Workfront
@davidlesue
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Goals of this Webinar
• How has marketing changed?
– How does this impact “A week in the Life”
• Are new, process-driven approaches to
marketing like Agile Marketing in conflict with
marketing creativity?
• What’s the role of intuition versus data in
marketing?
Marketing used to work like this
B
Purchase
Consideration
A
Awareness
Thanks to Scott Brinker for this idea
http://www.slideshare.net/ioninteractive/agile-marketing-april2014?qid=bbb0267e-0576-4926-a93d-20ee3931313a
B
Today, It’s More Like This
Purchase
Consideration
A
Awareness
Thanks to Scott Brinker for this idea
http://www.slideshare.net/ioninteractive/agile-marketing-april2014?qid=bbb0267e-0576-4926-a93d-20ee3931313a
What Changed?
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•
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Pace of change
Shift in power to the buyer
Fragmented channels of communication
Impact of technology
Ability to measure (feedback loops)
Frequent disruptions
Agile Marketing Can Help
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Break work into meaningful chunks
Prioritize
Plan for change
Transparency
Metric-driven experimentation (iteration)
Self-managing, cross-functional teams
Customer-experience is central
The Scrum Process
Daily Scrum
User Stories
24 hours
Results
2-4 weeks
Marketing
Backlog
Sprint Planning
Session
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Sprint
Sprint Review &
Retrospective
Kanban
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Typical Week?
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Marketing in Conflict?
Process vs Creativity?
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Most Non-Intuitive Thing Ever?
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AUDIENCE Q&A
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A Week in the Life of a Creative Marketing Team
Stewart Rogers
Director of Marketing
Technology
VentureBeat
@TheRealSJR
Jim Ewel
Blogger, Growth CEO
AgileMarketing.Net
@jimewel
#vbroadshows
David Lesué
Creative Director
Workfront
@davidlesue