Scott Brinker

Scott Brinker publishes the Chief Marketing Technologist blog, chiefmartec.com, and is the program chair of the MarTech conference series. He is the author of the book “Hacking Marketing” published by Wiley. He is also the co-founder of ion interactive, a provider of interactive content marketing software to many of the world’s leading brands. He has degrees in computer science from Columbia University and Harvard University and an MBA from MIT.

Expert session

Tactic that has had the biggest impact on Scott’s success

The use of agile marketing

Result if you follow the steps in Scott’s session

Execute on your top priorities and adapt faster with agile marketing

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

Agile methodologies in general are really great for small teams. In fact, there become challenges when larger organizations want to adopt agile, because the whole principle revolves around having a small team that can operate very quickly.

And so in large companies, you run into the challenge of having to create multiple teams and how do they coordinate. And we can skip all that, you know.

So for a small business, they can generally have just one team, whether it’s, you know, two people, three people, maybe up to like five or six, you know, in this agile marketing team. And a great way to start then is, yeah, to, but well first, you know, type agile marketing into Google, and you’ll find an incredible array of resources out there that are all free.

You know, a lot of the marketers who have pioneered, adopting these agile methodologies into their work have been very generous in writing blog propose, you know, there’s some great ebooks out there.

I will, you know, small plug, I will say on my site, in my book that’s largely what I focus on is and trial. But there’s all these resources that you can basically, you know, access for free and just sort of learn a little bit about, Okay, how does this get structured? What is agile look like?

You know, and then the very simple outline of this is, you create a task list of you know, the things that you want to do. And these usually are tied to some sort of story through the lens of okay, what do we want to deliver our prospect, our customer?

And we want to engage them and then you work together to prioritize the order. The prioritization process is really super important.

And then for a sprint, which is that, you know, two or three week period that your team says, okay, let’s take the top things off that priority list that we think we can do in this time window, will pull them down in a very transparent way.

You usually have like a whiteboard or, you know, an online tool like Trello, where you can, you know, have the parts of the stuff that people are doing and keep track of it and stages of to do, in progress and complete. And you go through that iteration.

And so at the end of that, you know, people able to step back, do a little review to see, okay, what do we get? How did it start to work? How do we now want to adjust that list of priorities to maybe change things for our next sprint? And then the process continues from there.

So for a small team, yeah, I mean, you know, yeah, you can pretty much walk through this together in an afternoon to get started. And I think you’ll, yeah, there’s nothing mysterious about it. It’s a very straightforward process.