The agile marketer : turning customer experience into your competitive advantage / Roland Smart.

Format:

Book

Author/Creator:

Smart, Roland, 1974- author.

Language:

English

Subjects (All):

Product management.

Marketing--Technological innovations.

Marketing.

Strategic planning.

Physical Description:

1 online resource (184 pages)

Edition:

1st edition

Other Title:

Turning customer experience into your competitive advantage

Place of Publication:

Hoboken, New Jersey : Wiley, 2016.

System Details:

text file

Summary:

"The 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. Marketers must integrate a complex set of technologies to capture the customer's digital body language--and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization--and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice--and help realize its critical roles in product management and the customer experience"-- Provided by publisher.

"This book is for marketing leaders who are attempting to modernize their marketing practices,the platforms that support them- so that they can partner with the chief poduct officer to innovate, drive the business, and establish competitive advantage. It's also for marketers who recognize a unique opportunity to position marketing as the "steward" not just of the brand but of customer experience across the board"-- Provided by publisher.

Contents:

Intro

Title Page

Copyright

Table of Contents

Preface

Acknowledgments

Part I: How Development Methods Influence Marketing

Chapter 1: Why Marketing Needs to Adapt

What Does Modern Marketing Feel Like Today?

Driving into the Future

The Relationship between Product Development and Marketing

Endnotes

Chapter 2: The Modern Marketer's Challenge

The Marketing Buyer's Perspective

Entering the Era of Modern Marketing

Catching Up from Behind

Chapter 3: Scaling Sales: Marketing and the Role of Automation

Marketing Automation Is a Foundational Technology

Getting to Alignment

Enter Agile

Automation Is about Amplification

Chapter 4: The Rise of Agile

Why the Shift to Agile?

Agile as Competitive Advantage

Part II: Adaptive Methods for Modernizing Marketing

Chapter 5: A Snapshot of Leading Methods

Chapter 6: The Skinny on Scrum

Scrum: A Service Development Method

How Scrum Works in a Marketing Context

Scrum Is a Team Sport

Endnote

Chapter 7: Kanban: Lean Meets Agile

Distinct Origins, Shared Philosophy

Scrum versus Kanban: Similarities and Differences

Chapter 8: Implementing Agile: Key Considerations

Forging C-Suite Partnerships

The Role of the Agile Coach

Own Your Method

Set Expectations Up Front

Chapter 9: Implementing Agile: Common Objections

Argument #1: "It Doesn't Scale"

Argument #2: "We'll Disrupt Active Projects"

Argument #3: "We Can't Plan Ahead"

Argument #4: "How Can We Possibly Budget for This?"

Chapter 10: Your North Star: The Agile Marketing Manifesto

Your Team's North Star

A Complementary Design Metaphor

Repurposing Content Cupcakes

Going Cupcake Crazy

Part III: Linking Innovation and Customer Experience.

Chapter 11: Integrating Marketing and Innovation with Agile

Aligning Teams

Aligning UX

Aligning the Teams on Research and Feedback

Aligning on Strategy

Chapter 12: Beyond Agile: More Methods to Link Marketing and Product Management with Innovation

Common Innovation Methods

Skunk Works

Crowdsourcing

Top-Down Strategy

Dependency Exercise

Prioritization Exercise

Putting It All Together

Chapter 13: Beyond Agile: Marketing's Role in the Customer Experience

The Context of Customer Experience

Simplicity and Consistency First

Experience Strategy

From Theory to Practice

Part IV: Modern Marketing and the Customer Experience

Chapter 14: From Deeper Customer Relationship to Richer Customer Experience

Chapter 15: Growth Hacking

Growth Teams and Modernization

Baked-In Marketing

Extending the Freemium Concept

Frictionless Advocacy

Converged Media

Native Advertising: Paid Media That Feels Like Earned Media

Chapter 16: Lessons from the Collaborative Economy

Collaborative Companies Reset Expectations for Traditional Business

How Disruptive Will the Collaborative Economy Be?

Agile and the Collaborative Economy: Three Business Models

Servicization's Impact on Incentives

Conclusion: The Steward of Customer Experience

The Customer Life Cycle

The Community Influences the Entire Customer Life Cycle

Engaging Practitioners before the Buy

Data and Customer Experience Go Hand in Hand

Embarking on the Marketing Modernization Journey

Appendix 1: Content Marketing: An Agile Approach

Exercise 1: List Business Goals

Exercise 2: Define Content Themes

Exercise 3: Define Personas

Exercise 4: Inventory Channels

Exercise 5: Define Content Types

Exercise 6: Link Content Attributes.

Exercise 7: Fill Content Gaps

Exercise 8: Consolidate Channels and Content

Agile Content Strategy in Practice

Appendix 2: The Product Manager's Perspective on Agile Marketing

Resources

About the Author

Index

End User License Agreement.

Notes:

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9781119223016

1119223016

9781119223030

1119223032

OCLC:

949043654