Case Studies in Agile Marketing

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

Agile Coaching at 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

Comments

  1. Mark Armamentos says:

    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!

  2. 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.

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