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Hacking Marketing

Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183235
Size: 67.72 MB
Format: PDF, ePub, Docs
View: 2867
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Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Hacking Marketing

Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183219
Size: 15.34 MB
Format: PDF, Mobi
View: 7215
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Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Hacking Marketing

Author: Scott Brinker
Publisher: John Wiley & Sons
ISBN: 1119183170
Size: 52.47 MB
Format: PDF
View: 561
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"Marketing as a discipline has been thoroughly disrupted by digital technologies. The speed of rapidly changing markets demands "agile" management practices. Delivering a cohesive buyer's journey across multiple channels -- web, email, social, mobile -- is a challenge of user experience (UX) design. The shift from producing a few big campaigns to operating a constant stream of marketing touchpoints is analogous to "continuous deployment" models pioneered by cloud-based services. Quickly experimenting with new marketing ideas on a small scale is like prototyping and beta testing. Hacking Marketing draws upon some of the most successful ideas from software management and tech start-up culture and adapts them for marketing leadership in a digital world. No technical background is required -- this is not a technical book. It is a general business book that teaches non-technical marketers a new set of concepts and frameworks that they can use to master marketing in an age where everything is now powered by software and shaped by the dynamics of technology"--

Agile Marketing

Author: Michelle Accardi-Petersen
Publisher: Apress
ISBN: 1430233168
Size: 17.98 MB
Format: PDF, Mobi
View: 384
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Clearly the marketing methods of old will not fulfill all the needs of today's organization. Today, the fast moving opportunities afforded by the internet, websites, social networking and data communication give those in the know a huge advantage over traditional marketers. The goal of this book is to teach you how. Author Michelle Accardi-Petersen has been on both the planning and implementation side of the problem. Utilizing methods that may be familiar to those with a software background but without the technical baggage, she presents the techniques that will put you way ahead of traditional marketers and move your organization to the forefront in their overall marketing operations.

The Agile Marketer

Author: Roland Smart
Publisher: John Wiley & Sons
ISBN: 1119223016
Size: 16.31 MB
Format: PDF, ePub, Mobi
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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.

Lean Agile Marketing

Author: Femi Olajiga
Publisher: Cxconversion Limited
ISBN: 9780995746503
Size: 24.62 MB
Format: PDF, ePub, Docs
View: 4734
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Learn how to implement Agile marketing and how other marketers adopted Agile, you will develop the knowledge, understanding, and confidence required to apply Scrum, Kanban and other Agile frameworks. Agile Marketing explains how to apply agile methodologies to marketing. The book contains a realistic and actionable guide to starting agile in marketing, including practical examples and more detailed case studies of different types of agile marketing teams which illustrate the application of agile within marketing teams from start to finish. You will learn how to apply lean and agile principles to marketing planning and execution on a very practical level, including how to: 1. Building skills required for adaptive marketing planning and execution to reduce campaign cost. 2. Learn and understand techniques to deliver your marketing campaigns on time and on budget. Visualise workflow in order to limit work-in-progress, decrease burden for the marketing teams and increase task completion rate. 3. Learn how to become a successful and collaborative marketing team member. As team leaders and managers, you will also learn how to collaborate with your direct reports. Rationalize meetings and manage time more effectively. 4. You will learn the mindset of highly successful Agile marketing professionals. Set up marketing teams to execute marketing campaigns. 5. Develop marketing campaigns based on customer experience and analytics insights. 6.Create self-organizing teams to make the job of the CMO and senior managers easier. 7. Reduce micro-management and improve team morale and job satisfaction. 8. Change the team's mindset to improve collaboration and communication between team members. 9. Eliminate marketing team's time and budget wastage. 10. Understand effective team composition and skill requirements to create an agile marketing team that builds on existing team members' skill sets. The book's key contribution, however, is that it goes deeper than just the practical application of agile in the context of marketing: it introduces insights from psychology which inform how marketing teams can increase collaboration, work smarter and more productively, and how this, in turn, can improve overall customer experiences.

Driving Demand

Author: Carlos Hidalgo
Publisher: Springer
ISBN: 1137526807
Size: 77.41 MB
Format: PDF, ePub, Docs
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Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.

Growing Up Fast

Author: Jascha Kaykas-Wolff
Publisher:
ISBN: 9780692238721
Size: 50.99 MB
Format: PDF, Docs
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Growing Up Fast is a practical book about how to implement an agile marketing process in modern business to create the necessary collaboration between marketing and innovation for business success. The first half of the book covers the philosophical underpinnings of complementary opposites in nature, human interaction, and the workplace. It surveys business management over the last 100 years and shows how we've come to the "Agile Age," which is not about big ideas Mad Men-style, but lots of little ideas to test and try. The second half of the book discusses the mindsets and tools required for success in agile work, and examples are given throughout the text in the form of case studies on companies like Netflix, 3M, Microsoft, Domino's Pizza, and Dell Computer. The introduction and conclusion of the book set up the metaphor of the book's title, to personify the current impasse between big regulation government and total free market capitalism. Agile is posed as a third option between the Mom and Dad's battle between over-planning and wild speculation, concern for the future and obsession with "what worked" in the past-as both occupy our resources without agile process or priorities for the innovations we need going forward in society. Agile is portrayed as an inquisitive, experimental, brilliant child who still lives above the garage at her parents' house-and it's time for her to move out. "There are also plenty, plenty of high-level remarks out there about how businesses need to be agile - with very little insight about how. Hey, we should all be rich and good-looking too... But there have been few guides that address the gap between the fluffy and the functional. Growing Up Fast: How New Agile Practices Can Move Marketing and Innovation Past the Old Business Stalemates by Jascha Kaykas-Wolff and Kevin Fann brilliantly spans that chasm." Scott Brinker @chiefmartec

Digital Sense

Author: Travis Wright
Publisher: John Wiley & Sons
ISBN: 1119291747
Size: 78.18 MB
Format: PDF, ePub
View: 2649
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Compete in the digital world with pragmatic strategies for success Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand. This book provides two pragmatic frameworks for implementing and customizing a new marketing operating system at any size organization, with step-by-step roadmaps for optimizing your customer experience to gain a competitive advantage. The Experience Marketing Framework and the Social Business Strategy Framework break down proven methods for exceeding the expectations customers form throughout the entirety of the buying journey. Customizable for any industry, sector, or scale, these frameworks can help your organization leap to the front of the line. The evolution of marketing and sales demands a revolution in business strategy, but realizing the irrelevance of traditional methods doesn't necessarily mean knowing what comes next. This book shows you how to compete in today's market, with real-world frameworks for implementation. Optimize competitive advantage and customer experience Map strategy back to business objectives Engage customers with a pragmatic, proven marketing system Reorganize sales and marketing to fill talent and knowledge gaps Today's customer is savvy, with more options than ever before. It's critical to meet them where they are, and engagement is the cornerstone of any cohesive, effective strategy. The technological revolution has opened many doors for marketing and sales, but the key is knowing what lies behind each one—what works for your competitor may not be right for you. Digital Sense cuts through the crosstalk and confusion to give you a solid strategy for success.

The Big Data Driven Business

Author: Russell Glass
Publisher: John Wiley & Sons
ISBN: 1118889800
Size: 18.57 MB
Format: PDF, ePub, Docs
View: 6547
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Every corporation in the world is using big data to some degree. The winners in today's data-driven environment create cultures that embrace big data in order to outshine the competition. The Big Data-Driven Business shows what it takes to create a thriving business culture that has intense focus on the customer by analyzing data, by being open to the truths it reveals, and by having the guts to act on those conclusions in order to prevail in the marketplace. The benefits of big data are available to any company, any size, in any industry. In this vital resource, Russell Glass and Sean Callahan offer real-world examples that act as an invaluable guide to establish a system that gathers and analyzes the data being generated by customers for delivering insights and revealing opportunities that can't be realized any other way. Once an effective big data system is established, competitive advantage and outsized shareholder value are bound to follow. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Filled with compelling real-world examples, The Big Data-Driven Business clearly demonstrates how leading marketers embrace software platforms that include marketing automation software, customer relationship management systems, data management platforms, and analytics tools to help make sense of customer behavior. The most effective strategy ties together the elements of this software, which is known as the marketing stack. With this insight about the target market, not only can the marketing team serve relevant messages to the right people at the right time, it can also anticipate their needs and perhaps even create the products their customer base didn't even know it wanted. Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming a necessity for businesses that want to thrive. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.