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

1

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