turning agile marketing from theory document...
TRANSCRIPT
![Page 1: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/1.jpg)
Document Title Secondary Title
00/00/18
Turning
Agile Marketing
from
Theory
to Reality
Chas Moloney
Marketing Director
Ricoh
@chasmoloney
#Ignite19
Any questions can be submitted via the
Ignite 2019 app
Click on Ask the Speaker
![Page 2: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/2.jpg)
What we have seen ….
Agile Marketing
Improved and Increased ROI / Results
Improved Employee Engagement
Inc
reased
S
takeh
old
er
En
gag
em
en
t
Inte
rnal
Perc
ep
tio
n
@chasmoloney
#Ignite19
![Page 3: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/3.jpg)
Agenda …
How to get started with agile – with no internal experience and limited
knowledge.
How you should wade through the jargon and sometimes complex
methodologies to find the right approach for your circumstances.
What role technology plays in Ricoh’s approach to agile.
How to overcome internal cynicism and defeat the doubters.
How agile has improved internal perceptions of marketing and
interdepartmental relations.
What the next stage of Ricoh’s agile development looks like.
@chasmoloney
#Ignite19
![Page 4: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/4.jpg)
What is Agile Marketing...
• Agile Marketing is an approach to marketing that takes its inspiration from Agile
software development.
• The goals of Agile Marketing are to improve the speed, predictability,
transparency, and adaptability to change of the marketing function.
• Agile Marketing is built on several core Values:
• Responding to change over following a plan
• Rapid iterations over Big-Bang campaigns
• Testing and data over opinions and conventions
• Many small experiments over a few large bets
• Individuals and interactions over processes and tools
• Collaboration over silos and hierarchy
@chasmoloney
#Ignite19
![Page 5: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/5.jpg)
…. but the benefits
@chasmoloney
#Ignite19
![Page 6: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/6.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
![Page 7: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/7.jpg)
Ignite 2017
@chasmoloney
#Ignite19
![Page 8: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/8.jpg)
Ignite 2017
@andreafryrear
@chasmoloney
#Ignite19
![Page 9: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/9.jpg)
The Story Andrea told ….
@chasmoloney
#Ignite19
![Page 10: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/10.jpg)
The Story Andrea told ….
@chasmoloney
#Ignite19
![Page 11: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/11.jpg)
The Story Andrea told ….
@chasmoloney
#Ignite19
![Page 12: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/12.jpg)
The Story Andrea told ….
@chasmoloney
#Ignite19
![Page 13: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/13.jpg)
Why Andreas Presentation hit home …
• Getting Projects / Campaigns / Programmes over the line
• Speed was our CEOs mantra – still is
• Frustrated Marketer's
• Geography of our Marketing Team: • London, Coventry, Leeds, Bristol, Northampton, Staines, Home
• Multiple Lines of Business @chasmoloney
#Ignite19
![Page 14: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/14.jpg)
So what next ….
• So, I was…
• Reflecting,
• Excited,
• Saw Solutions to issues
• Geography benefits
• But …
• Is it just me !!!
• Will it work with the team
• Would they buy into it
• Was it just a fad !!
• What do I do next !!!!
@chasmoloney
#Ignite19
![Page 15: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/15.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture
work with Agile Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes.
Oct ’18
@chasmoloney
#Ignite19
![Page 16: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/16.jpg)
Chance to share with wider team ….
@chasmoloney
#Ignite19
![Page 17: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/17.jpg)
@chasmoloney
#Ignite19
![Page 18: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/18.jpg)
Started to understand the processes …
@chasmoloney
#Ignite19
![Page 19: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/19.jpg)
@chasmoloney
#Ignite19
![Page 20: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/20.jpg)
So will it work for us …
We were agile - but not Agile
@chasmoloney
#Ignite19
![Page 21: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/21.jpg)
So after the workshop ….
• We were agile but not Agile
• Wow - Enthusiastic
• Looking at me – you’re in charge !
• What are the next steps?
• Who can help me?
• Who else is doing?
• I didn’t know !!!
@chasmoloney
#Ignite19
![Page 22: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/22.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes.
Oct ’18
@chasmoloney
#Ignite19
![Page 23: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/23.jpg)
@chasmoloney
#Ignite19
![Page 24: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/24.jpg)
@chasmoloney
#Ignite19
![Page 25: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/25.jpg)
@chasmoloney
#Ignite19
![Page 26: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/26.jpg)
@chasmoloney
#Ignite19
![Page 27: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/27.jpg)
@chasmoloney
#Ignite19
![Page 28: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/28.jpg)
@chasmoloney
#Ignite19
![Page 29: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/29.jpg)
@chasmoloney
#Ignite19
![Page 30: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/30.jpg)
Developing the “Ricoh Way” …
![Page 31: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/31.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
![Page 32: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/32.jpg)
Pilot Projects ...
Microsite Value Proposition
Development Campaign
Finance University
Media integration
![Page 33: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/33.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
![Page 34: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/34.jpg)
@chasmoloney
#Ignite19
![Page 35: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/35.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our
Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
![Page 36: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/36.jpg)
Our Agile Blueprint …
![Page 37: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/37.jpg)
Our Journey ...
Ignite 2016
June ’17
Will our Culture work with Agile
Marketing
Oct ’17
Agile Training and Formation
Jan ’18
Pilot Projects
Feb ’18
Aligning Ownership
June ’18
Creating our Blueprint
July ’18
Ongoing “Agile”
Changes
Oct ’18
@chasmoloney
#Ignite19
![Page 38: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/38.jpg)
Ongoing “Agile” Changes …
![Page 39: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/39.jpg)
Updated Customer Experience Centre …
@chasmoloney
#Ignite19
![Page 40: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/40.jpg)
Today …
@chasmoloney
#Ignite19
![Page 41: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/41.jpg)
What we have seen ….
Agile Marketing
Improved and Increased ROI / Results
Improved Employee Engagement
Inc
reas
ed
S
takeh
old
er
En
gag
em
en
t
Inte
rnal
Perc
ep
tio
n
• Results improved by 12%
• Processes working better
• Stakeholders buy in – Sales Leaders
and Board significantly up
• Employee Engagement in
Marketing up to 74%
• Perception of Marketing Activity and
Plans
@chasmoloney
#Ignite19
![Page 42: Turning Agile Marketing from Theory Document Titleb2bmarketing.b2b-ignite.net/wp-content/uploads/... · Agile Marketing is an approach to marketing that takes its inspiration from](https://reader034.vdocuments.mx/reader034/viewer/2022051903/5ff38b10d3a7c434eb29a303/html5/thumbnails/42.jpg)
Document Title Secondary Title
00/00/18
Turning
Agile Marketing
from
Theory
to Reality
Chas Moloney
Marketing Director
Ricoh
@chasmoloney
#Ignite19
Any questions ….