How To Make Elephants Dance With Agile Marketing

 Meet Yuval Yeret – the Agile Marketing Practice Lead at AgileSparks. The aim of Agile Marketing is to help marketing organizations become faster, as well as more flexible and responsive to the business environment they operate in, and Yuval’s role is to help such organizations improve their agility and performance in the digital age using Agile principles and practices.
Yuval joined AgileSparks as the Enterprise Lean / Agile Transformations Consultant in 2009, when he was living in Israel. Six years later he moved to the US to manage all the company’s growth and operations in the country. His list of clients includes companies such as CA Technologies, Siemens, HP, Amdocs, Informatica, Intel, CyberArk, Nice Actimize, Mimecast, and many others.
Yuval Yeret is the recipient of the Brickell Key Award for Lean Kanban Community Excellence, and the author of “Holy Land Kanban” – a book created out of the collection of his blog posts.
Yuval is going to be a speaker at the Midwest Digital Marketing Conference 2018, talking about core aspects and effects of Agile Marketing. In his presentation called “Can elephants dance? Agile Marketing at Scale – CA’s story”, Yuval will explain how large, traditional marketing organizations can adjust and quickly sense and respond to customer needs and market changes.
Q1. What are some big mistakes a business could make when it comes to digital marketing?
YY: Digital marketing enables you to move faster, learn faster. Applying old-style static marketing thinking to digital marketing leaves a lot of competitive advantage on the table. A business moving to digital marketing should also learn to move faster and be more agile – try things and iterate until you nail a win. Take advantage of the ease of experimentation and abundance of data that the digital ecosystem provides you.
Q2. What do you think is the next game changer in digital marketing, such as a new, modern tactic, tool, or aspect of marketing? How will it evolve in the coming years?
YY: I think the big changer in digital marketing will be the ability to harness the power of digital marketing to hone in on what an awesome marketing experience or even more generally an awesome customer experience looks like. Call it agile, call it growth hacking, call it whatever you want. Businesses that develop this capability and learn when best to unleash it will win more customers and achieve more customer success.
Q3. What is your favorite marketing book you have read lately? Or, what are a few of your favorite marketing blogs?
YY: Hacking Marketing by Scott Brinker tells a good story of how marketing can change in the digital age. I also found “The end of marketing as we know it” by Sergio Zyman a useful background to the disruption currently going on in the marketing space.
Q4. What are some social media time management tips that help you stick to your campaign goals without losing a lot of time?
YY: I love to use the “Pomodoro” technique. This is sort of a personal agile approach where you prioritize your backlog of activities – e.g. campaigns to monitor/create/tune, then you set a timer for 25 minutes, and for that time you focus solely on the activity at hand, disabling notifications, muting phones and any sort of communication, so that you can achieve flow. After that timebox expires you take a short break and then consider next steps – whether to go back to the same activity or move on. I combine this with a personal Kanban board that helps me prioritize and manage the flow of work I’m doing. (I’m using either Trello or a new tool called flow-e which actually extends my google inbox with a Kanban board )
Q5. According to you, what are the top three mistakes committed by organizations today in leveraging digital marketing?

  1. Spreading too thin, trying to tackle too many channels and techniques at the same time.
    2. Relying on a few “digital marketing experts” that become bottlenecks rather than enabling everyone in marketing to do most digital marketing activities and letting the experts focus on both enablement work as well as really innovative, digital activities and breaking new ground.
    3. Forgetting that digital doesn’t replace the need for awesome creative. You can A/B test to death, but without awesome marketers that come up with good ideas to experiment with, you won’t get anywhere. The key to success in digital marketing is to mix the art and science.

Q6. Which are your three favorite digital marketing tools?
YY: MailChimp, Google Analytics, Buffer
Q7. If you were looking to hire a digital marketer, what are the top 3-5 skills you would be looking for in a candidate?
Flexibility/Versatility – the ability to work across a wide variety of tools/channels/activities – even beyond digital marketing. I believe in the concept of T-shaped marketers.
Wide perspective – I love to work with digital marketers that think like mini-CMOs. Analytic/Empiric thinking – Acknowledge they don’t necessarily know and naturally gravitate towards experimentation and trial and error.
Collaborative – they know how to work effectively with their peers in Product Marketing, Field, Digital Sales/SDRs.
Curious – always looking to learn or try some new approach/technique/tool