2016 has seen a rash of high profile security breaches that have impacted businesses and their customers alike. Yahoo recently reported the largest such breach in history, revealing that some 500 million customers’ data had been stolen. It is no longer enough to serve your customers, you must protect them as well. Having your information security team scanning and monitoring your network is a start, but installing a formal vulnerability management process will go much further in lowering your IT risk. Vulnerability scanning will help you to identify your risk while vulnerability management will help you to understand and mitigate these risks.
A too-long to-do list is a daily reality for most marketers. The larger issue, however, comes from that long list of tasks lacking prioritization and coordination with others on your team, resulting in time spent on the wrong tasks and missed project deadlines. Agile Marketing offers a compelling solution to this problem and helps marketing teams, both big and small, accomplish projects faster through improved communication, transparency, and innovation.
Adopting its core tenants from Agile software development, Agile Marketing is a work management methodology that can help a team work faster, leaner, and more strategically through short bursts of work and frequent feedback. Agile helps to prioritize and execute projects more quickly and helps to bridge gaps between IT, Marketing, and the Business.
Before you get started, though, you must learn how to SPEAK Agile. As you start researching and planning your team’s adoption to Agile Marketing, here’s a handy reference of the terms you’ll come across and what they mean:Read More
For Agile to deliver on its promise of improved speed, quality, and customer-centric solutions, your Agile organization needs to continuously mature and evolve. So how can you keep up with the fast pace?
Answer these four questions to ensure you’re keeping pace with Agile best practices:
1. Are you using Scrum?
Scrum is the most popular Agile approach for delivering innovative, quality products and services. According to the Annual State of Agile Report, over 80 percent of the organizations utlizing an Agile framework use Scrum or a hybrid of Scrum, Kanban, and Extreme Programming. Scrum’s popularity is not surprising, due to its many benefits, including:
- Promotion of collaboration, continuous improvement, and transparency
- Minimizing the pressures of predetermined timelines and unnecessary work—87 percent of respondents to the Scrum Alliance's 2015 State of Scrum survey say their team's quality of work life has improved by using Scrum
- Enhanced productivity and innovation due to self-organizing and self-managing teams
- Rapid inspection, adaption, and pivoting of projects according to changing customer needs
As a marketer, I’m sure you know by now that you’re not going to get very far with a one-size-fits-all approach. Sure, you have a target audience in mind, but are you really in tune with their needs? Your customers may be in the market for what you’re offering, but you have to find and talk to them in different ways. That’s where personalization comes in.
But how do you get started?
In a study by Adobe Marketing Optimization, 97% of marketing and customer insights decision-makers prioritized personalization as the most important capability to their company’s marketing moving forward. These numbers shouldn’t come as a surprise – the ROI is astounding. When you focus on providing personalized content to your target audience and have the proper digital analytics in place, you can expect to see increased conversions, better qualified leads, and increased loyalty.
Setting the Foundation for a Personalization Strategy
There are three pieces of the personalization pie that you need to get a handle on before you reap the benefits: personas, journeys, and goals.
So you have a great digital experience that you want to take mobile. Good for you! But have you done your homework?
According to comScore, mobile devices now claim 2 of every 3 minutes spent online. Adobe likewise reports that 38% of people will ditch a website with an unappealing layout -- but mobile devices continue to proliferate, and keeping your site functional and attractive is a huge challenge. So how do you optimize your web property to take advantage of all online opportunities?
First, you have to rethink how you approach mobile optimization. It's about much more than merely adjusting breakpoints; you must consider a whole new spectrum of user needs suited for a limited viewing area, as well as unique business/marketing goals.Read More
Companies have a history of creating lengthy documentation that bogs down software development. In this “pre-Agile” era, requirements were established up front, testing didn’t occur until Agile methodologies developed, and the customer wasn’t involved until they were given the end product. Modifications and changes could cause an entire project to go way over budget or even fail. Everyone knew there had to be a better way.
In 2001, seventeen software gurus came together in Snowbird, Utah to eat, ski, and discuss different approaches to building software. These ‘organizational anarchists’ brought their independent initiatives with them, such as Feature Driven Development, Extreme Programming, Crystal, SCRUM, Adaptive Software Development, and pragmatic programming. Their common focus was on lightweight ways to develop software and by the end of the meeting they established the Agile Manifesto.
A principle of the Agile Manifesto states “Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.” We know it works. Its history tells a story and helps us understand the true value and impact of an Agile framework in today’s creative economy.
Ask yourself these 4 questions to determine if you’re living in Agile’s past or holding fast to its core guiding principles:
The web has always been about content. Sure, people visit websites and use apps to complete specific tasks or interact with others, but it's ultimately the content that facilitates those events.
And while elements like maps, infographics, and videos are considered content, the written word, “real” copy, comprises the great majority of what's actually consumed and exchanged online. Copy is the infrastructure on which digital content and user experience (UX) is built—the glue that holds it all together.Read More
Has anyone at your company ever asked you to refer them to a friend or past colleague for a business opportunity? It sounds like a great idea and you want to help, but deep down you’re dreading it. Perhaps you don’t know what to do? Or if it will be mutually-beneficial? Maybe you’d rather spontaneously combust than navigate a potentially awkward situation?
Whatever the reason, one thing is for certain: learning how to connect people in your network is a valuable skill that every professional needs to have in their toolkit. The relationships you’ve built with friends and former colleagues over the years can help you establish credibility, give referrals that generate business, and even advance your own professional development and career opportunities.
Admittedly, making introductions comes naturally to me. It’s part of my job. But a recent encounter with a colleague who needed advice on approaching contacts made me realize that not everyone is as comfortable as I am. It’s time that we change that.
If you’re ready to conquer the art of the introduction once and for all, here are 4 ways to do it without feeling awkward:Read More
Scrum’s framework lends itself to high-quality solutions, but many loyalists need clarification on how to address that goal in the daily use of Agile methodologies.
In Part 1 of this blog, I explained two key ways to prioritize quality through Agile Scrum:
1. Use a cross-functional Scrum team to reduce external dependencies.
2. A Development should have a Definition of Done (DoD) so they know when an increment is in fact “done”.
Marketers are more obsessed with digital analytics than ever before. After all, we need to be. How else can we prove ROI and justify spend? We need data to prove the value of our programs and monitor what’s working and not working.
But have we marketers gotten too focused on data at the expense of our core creative and strategic marketing principles? My humble opinion is.... “Yes.”Read More
Whether you’re a seasoned digital strategist or just dipping your toes into A/B testing, you’ve likely come to love the optimization benefits that testing tools provide. In fact, I’d even say that a solid testing program is the key to successful digital marketing and strategic site improvements. It drives better business decisions by helping to decide where your dollars will have the highest impact.
That’s why you should use these critical tips when planning your testing roadmap to get the most exciting, high-impact results:Read More
Heard of the Scrum framework? It's exceedingly popular for its unmatched success in solving complex software development problems. Scrum, however, only implies the need for high-quality solutions and doesn’t actually suggest how quality should be addressed. Here’s my take on it:
A Scrum implementation focused on continual quality and technical excellence is more likely to succeed than one that isn’t, and quality is everybody’s responsibility.Read More
Lead generation isn’t a new concept. It’s a popular and over-used term describing how businesses use aligned marketing and sales strategies to attract new leads. While many companies today have some form of lead gen in place, there are an astounding number of businesses – from small start-ups to large global corporations – that struggle to align sales and marketing teams for meaningful lead gen results.
What’s standing in the way? And how can you break through roadblocks if you’ve been aiming to build a strong lead gen function, but are missing the mark?Read More
In technology, getting an idea from inception to value involves a lot of moving pieces, which introduces risk. The concept behind DevOps enables organizations to break down the barriers to reduce that risk and get to value faster. To execute DevOps, developers can use containers for improved automation and on-demand deployment. So, in effect, containers help teams make DevOps possible.
Consider this simple scenario of a single web application with persistence:Read More
Easily delivering the right message to the right consumer at the right time is the dream for many ROI-driven marketers. Consider calls-to-action (CTAs). Did you know they actually convert 42% better when personalized than untargeted CTAs? That could make a big difference to your bottom line. Integrated, cross-channel marketing orchestration tools are key to making results like that a reality for your business.Read More
Only 13% of CMOs believe they can accurately measure marketing ROI, but many state “improved analytics and reporting” as a top goal for 2016.
How can marketers better leverage marketing data for useful reporting that justifies investments and defends spend? We believe lengthy dashboards misaligned to digital marketing objectives are to blame for some of the divide. So throw out your current dashboards to make room for a fresh strategy.Read More
“We can’t solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
I love this quote because it’s a universal adage that applies to any situation where we find ourselves reviewing lessons learned and reflecting, sometimes in agony, at what could’ve gone better.
In my work, I’ve consistently witnessed clients buy into the theory of the Agile methodology but flounder to commit to Agile fundamentals during execution, usually because unfamiliarity with Agile is overwhelming when faced with the allure, comfort, and predictability of waterfall.
Most marketers are currently caught in a whirlpool, comprised of data overload and increasingly complex digital marketing analytics:
- We have more data than ever before, thanks to the availability of information about customers and their behavior
- The linear marketing funnel has been replaced by a self-directed buyer’s journey and non-linear engagement
- CMOs are on the firing line to clearly justify program spend and ROI through proven metrics and data
High-quality search solutions. Would you believe that coding with those four words in mind can dramatically improve product performance and influence the final experience a visitor has within your site?
It’s true. Developers are now looking for ways to create flexible, performance-friendly code and search-based solutions that a native provider API cannot necessarily deliver. And with Sitecore’s LINQ to Provider, there’s a clear solution for search-based programming that’s both flexible and efficient.Read More