The Agile Marketer

<b>The marketer's guide to modernizing platforms and practices</b> <p>Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with.</p> <p>The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing.</p> <p>Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business.</p> <p>Written by a premier practitioner of modern marketing, this book will provide you with:</p> <ul> <li>Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era</li> <li>An understanding of Agile methods and their application to marketing</li> <li>A plan for integrating Agile with your traditional methods</li> <li>Tactics to drive alignment with product management</li> <li>A pathway to becoming the steward of customer experience</li> </ul> <p>Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), <i>The Agile Marketer</i> will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.</p>