Converting to Agile Marketing [INFOGRAPHIC]

1. HOW TO GET unfunn l-ed HOW TO GET unfunn l-ed CONVERTING TO A MORE AGILE MARKETER POLITICS When in doubt, act in the best interest of your customer, deliver value over an initiative to help someone get a promotion. This infographic explores how traditional organizational models and funnel marketing strategies are starting to leak. Companies are looking for more agile ways of working to meet customer needs. This requires organizational agility, and innovative thinking but if you turn the funnel upside-down, you will see the methodol- ogy actually brings happiness to both the marketer and the customer. These insights are compiled from senior digital and non-digital marketers, leadership and developers across all different sectors and markets. ROADBLOCKS You need a champion to help remove barriers that get in the way of progress, this is essential and the new role of management since they are typically a seasoned veteran of the “game”. PROCESS Embrace change and build in flexibility to switch gears on a moments notice. Make defined by the team and how they want to communicate. AGILITY SILOS Build a cross-functional team that stems from the customer’s needs, channels, design, content PMs, web analysts and even the customer themselves. AFRAID Conflict with happen, it’s inevitable, but taking individual accountability is liberating and causes more good than harm. MEETINGS Meetings are for clients, not for real team collaboration. Cut down on unproductive time and people patting themselves on the back. Instead use this time for the 100 other things you could be doing. PERFECTION It does happen, but rarely planned. It will stem from organic progress and small iterations toward continued improvement. TYPICAL CUSTOMER TYPICAL MARKETER 25% BUSINESS Business and strategy meetings, defining scope and business goals & objectives 25% 25% 25% CREATIVE Tech, design, prototyping, copy, interactive content, channel messaging TECHNOLOGY Development leveraging partnerships, CMS & existing products and templates ANALYSIS 50hrs 45k Analytics & optimization with automated dashboard reporting for cross-functional input Review online traffic patterns to see their favorite products/services Average annual salary of your marketing team Reviewing many products 20hrs 5peeps Write review content and post in areas they will find it Looking for customers reviews 10hrs Average team members in a meeting AGILE MARKETING TEAM $$$$$ $$$$$ Average time meetings last2hrs 1HR 1HR Show them different ways to get more value for their $ Reviewing personal budget CUSTOMER 5hrs MARKETER Average number of meetings per week15mtgs $ $ $ $ Land them on a personalized lead gen form to capture more information Trying out samples or downloading free trials 3hrs www.unfunnel.com 3,750K $ $ $ Empower the customer and give them an app to calculate pricing themselves Requesting pricing and referrals 1hrs Cost per week 196K $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ Take time to celebrate! But then start optimizing and nurturing with thank you messages Making the first purchase 10hrs HAPPYCUSTOMERSAGILEMARKETERS Cost per year SIMPLIFY USING A 4 BUCKET APPROACH Set up a loyalty program to reward interactions with the brand Looking for loyalty rewards 30hrs Passing on offers to friends/family via social channels FROM 1 TO MANY THE ULTIMATE CONVERSION IS LOYALTY AGILE MARKETING IN MOTION