I get asked quite often “Are there any case studies of companies adopting Agile Marketing?”
I’ve maintained an informal list for years, but never published it. So here you go: this is my list of companies that I’m aware of that are practicing Agile Marketing. If you know of other companies, particularly if they have spoken publicly about their experiences with Agile Marketing, please let me know through the comments or through the contact page.
EMC
David Quinn and Steve Gilbert have written and spoken extensively about their experience with Agile Marketing.
eBook about the use of Agile Marketing at EMC
David Quinn speaking to the Boston Agile Marketing Meetup
Scott Brinker interviews David Quinn and Amy Callahan on Agile Marketing at EMC
Steve Gilbert’s post on Agile Marketing
Dell
Even before Dell acquired EMC, they were practicing Agile Marketing.
Greg Davoll talks about Agile Inbound Marketing
Case Study of Dell’s use of Big Data Analytics and Agile Marketing
Teradata
Dave Panek, VP of Marketing at Teradata, talks about becoming an Agile Marketer
Scott Brinker interviews Lisa Arthur, CMO of Teradata, about both big data and Agile Marketing
The Current State of Marketing Agility sponsored by Teradata and Forbes
White Paper on How Companies Keep Pace in an Always-On World using Agile Marketing from Teradata
Microsoft
A Case study in Agile Marketing
Coca-Cola
Coca-Cola praises Agile methodologies for success of its World Cup Campaign
Coca-Cola’s Liquid and Linked Content
Pepsico (Gatorade)
Not to be outdone by Coke, some divisions of Pepsi are adopting Agile in marketing
General Mills
The Three Pillars of Marketing Technology at General Mills
Oracle
Scott Brinker interviews Roland Smart, VP of Social and Community Marketing at Oracle
Interview with Bence Gazdag, Sr. Director – Global Marketing Demand Center & Technology at Oracle
SalesForce
Mathew Sweezy talks about Content Marketing and Agile Marketing
Xerox
Judith Frey, Vice President of Interactive Marketing at Xerox on their use of Agile
Hilton
Hilton used iteration and Agile to test designs for their room reservation pages
Northern Arizona University
Agile Marketing Makeover – productivity up 400%, costs down 20%
Kraft
How Data Nourishes Agile Marketing at Kraft Foods
CarMax
The Next Generation of Customer Centricity with Agile Marketing
Mozilla
Agile Marketing is all about evolutionary survival
Cornell University
Slideshare on How and Why Cornell does Agile Marketing
Kissmetrics
Strategies for applying Agile Marketing to Content Marketing campaigns
Adobe
Getting off the beaten path with Agile Marketing
Hubspot
Hubspot was one of the early adopters of Agile Marketing. Here are just a few of the resources that they’ve posted about agile marketing:
Go Agile or Go Home – one of their earliest presentations on Agile Marketing at Hubspot
Mike Volpe presents to the Boston Agile Marketing meetup
REI
Jonathan Coleman, formerly of REI, now at Facebook, produced some of the best early material about Agile Marketing
4 Principles and 13 Hacks about Agile Marketing
Whiteboard Friday on Agile Marketing
Aptus Health
Very interesting podcast with Peter Eggleston
Kubotek
A CAD software company practicing Agile Marketing
VistaPrint
AutoDesk
More from the wonderful Agile Marketing Podcast
Symantec
Charlie Treadwell: A Pragmatist’s Approach to Agile Marketing
Fidelity
Andy Kling talks about implementing Agile Marketing at Fidelity
Avaya
Mike McKinnon talks about using ScrumBan
Barracuda Networks
Richard Delahaye talks about Agile Marketing at Barracuda Networks
Nitro
Sean Zinsmeister talks about implementing Agile Marketing
BMC Software
Brian Singer talks about implementing Agile Marketing at BMC Software
Marketo
Jon Miller, VP of Marketing at Marketo
First Tennessee Bank
Dan Marks, CMO of First Tennessee Bank
MediaVest
Agile Marketing drives increase in conversions
Sainsbury’s
Supermarket chain in the UK adopts Agile Marketing
Intland Software
Application Lifecycle Management software in Germany adopts Agile Marketing
New Zealand Post Group
Interesting adoption of Agile, Lean and Six Sigma methods
City of Edmonton Australia
While not strictly marketing, this is a very interesting study of the implementation of Agile service delivery
Hopscotch
Our first 100 days implementing Agile Marketing
Expedia
Expedia Demonstrate The Power of Agile, Responsive Marketing
Thank you for sharing this valuable reference, Jim. We have been pretty successful with Agile in IT but we have not had the will to adopt it in Marketing. I am a Certified Scrum Master leading a team of IT and Marketing people on IT projects the last 2 years. This just might help.
Have a great day!
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Hey Jim,
Thanks for the list and all the great work you do on your agile marketing blog. There are some great examples on there.
Simple – which is a marketing operations platform that caters for agile and traditional marketing processes – has published some recent case studies of mainstream brands going agile: a health insurance brand; a financial services brand and a retailer. The conclusions they each draw about their experience and results to date may interest your readers.
Thanks Lara for the interesting and useful case studies.
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