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Jim Ewel

peanut butter or lightning

Peanut Butter or Lightning

I recently came across a marketing idea that I think more marketers, particularly those of us who aspire to marketing agility, should consider. In his book “Play Bigger,” Christopher Lochhead defines two different approaches to marketing. In the traditional “peanut butter” approach, marketers take their yearly budget, divide it roughly into quarters, spread it across …

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Overwhelmed Marketer

Feeling Overwhelmed? How Agile Can Help

Introduction Are you feeling overwhelmed as a marketer? Marketing is a fast-paced profession. The digital era has exponentially increased the number of channels, campaigns, and metrics that marketers must manage. When overwhelmed, even the most seasoned marketing veterans can find themselves struggling to keep up. But what if there was a way to streamline your …

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Jobs to be done

An Alternative Approach to User Stories for B2B Agile Marketers

Introduction User stories are very useful for marketers who want to ensure that their deliverables are customer-centric: they identify the audience, what the audience wants to get done, and why. You can read about user stories here, here, and here. How do you get started writing user stories? Most people start with the deliverable and …

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Example of a well-defined task

Breaking Down Deliverables for Agile Marketing

Introduction Tasks are the lifeblood of any Agile marketing team. They’re the atomic units that make up the workflow of a project. The ability to break down a project into bite-sized, manageable tasks can often be the difference between success and failure. So, how do successful Agile marketing teams dissect a project or a deliverable …

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Managing stakeholder relationships

Managing Stakeholder Relationships in Agile Marketing

Introduction Agile marketers who manage stakeholder relationships successfully are more likely to satisfy these internal customers and deliver better outcomes for the organization. Managing stakeholder relationships requires identifying the key stakeholders, being clear on who manages the relationships, understanding when to get them involved, and ensuring transparency, regular communication, and responsiveness. Let’s take a look …

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