If you want to learn more about agile marketing, here are some resources you can turn to:
Agile Marketing Blog – Frank Days and John Cass blog and podcast about all things agile. Their monthly interviews with practitioners of agile marketing are particularly good.
Webinars – Marketbright has several webinars on agile marketing. Although their primary purpose is to promote products, they provide some good material on agile marketing in these webinars. Marketbright has also written a book called Nurture Marketing for Dummies that covers many techniques for nurturing customers through the sales funnel. This book is available for free (in PDF format) on their web site.
Measurement – One of the key characteristics of agile marketing is the importance of setting specific, measurable goals for each sprint. A good book on measuring marketing performance is Marketing Metrics by Paul Ferris. In addition to covering common measures of marketing effectiveness such as market share, awareness, customer satisfaction, click through rate, etc. they also describe some less common metrics such as brand development index (BDI), heavy usage index, willingness to recommend, customer lifetime value and return on marketing investment (ROMI).
Product Management – Although product management is just one part of agile marketing, it is an important part. Roman Pichler has written a very comprehensive book on agile product management, entitled Agile Product Management with Scrum: Creating Products that Customers Love. He covers the product owner role, creating a vision for the product and many of the details of working with the product backlog. He also explains many of the specifics of holding sprint planning meetings, the daily scrum, sprint reviews and the sprint retrospective. Although the focus is more on product development than on marketing, much of the advice also applies to agile marketing.
Other Blogs – Although it’s aimed at startups, Startup Marketing Blog by Sean Ellis is a great resource for agile marketing ideas and practice. In particular, check out his posts on metrics driven marketing. While we’re on this subject, one of the classic presentations on metrics driven marketing is Dave McClure’s Startup Metrics for Pirates. Check it out.
Ghennipher Weeks has recently written two articles about Agile Marketing, found here and here. I particularly like her image of the use of Kanban boards to manage agile projects.
So that’s my list of resources. What am I missing? What have you found useful on your own voyage of discovery?
