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B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert

B2B Marketing Measurement Needs To Sharpen Its Business Acumen | Forrester Blogs | #TheMarketingAutomationAlert | The Marketing Technology Alert | Scoop.it

Condensed...


In May, Forrester teamed up with the IT Services Marketing Association (ITSMA) and VisionEdge Marketing (VEM) to survey marketing leaders about how they demonstrate marketing's impact on the business.  About a week ago I (finally) published Forrester's take on this important survey (subscription required).

 

Key among the findings: marketing leadership continues to use metrics to report on performance and justify budgets.  But far fewer use data and analytics to analyze purchase patterns, fine tune the mix, and understand customer lifetime value - actions that can have a bigger impact on overall performance.  The bottomline here is that marketing's impact doesn't matter if CMOs fail to link what they do to business goals. 

 

To help CMOs shift their measurement perspective from outputs to outcomes and to put a sharper focus on business agility, I recommend four key actions to take:

 

1) Clarify which outcomes the business wants.

2) Go beyond ROMI to expose the full scope of marketing's influence.

3) Model and monitor customer lifetime value.

4) Measure existing customer value as well.

iNeoMarketing's insight:

Sometimes I get self-conscious that I'm making sophomoric statements regarding the CMO and the usage of data and technology to drive the function, i.e., am I stating the obvious here? Then I come across articles such as Laura Ramos' above post, and I don't know whether to be shocked that this is still occurring, or pleased that I'm making the right call.


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The Top 8 MarTech Articles Curated Friday, 12/19/14

The Top 8 MarTech Articles Curated Friday, 12/19/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> 16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant - AdExchanger

>> 7 tech companies that may go public in 2015 - Mashable

>> G2 Crowd: Best of 2014 Award Winners (Part One)

>> How B2B E-Commerce is Evolving & How to Keep Up - CMO Essentials

>> 5 Ways to Improve Your Marketing Using Conversion Psychology - HubSpot

>> [FREE REPORT] Lead Prioritization Study - Whitepaper - Velocify

>> The top tech conferences in Canada coming in 2015 - B2B News Network

>> Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts | MarketingExperiments

 

 

See ALL Top Curated Marketing Technology Articles here.

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16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant - AdExchanger

16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant - AdExchanger | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

No surprise with those three as the leaders. You'll want to click through to see The Challengers (which surprisingly includes Marketo).

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7 tech companies that may go public in 2015 - Mashable

7 tech companies that may go public in 2015 - Mashable | The Marketing Technology Alert | Scoop.it
Yext
Yext, a company that makes sure Internet-based addresses for businesses are accurate, raised $50 million in Series F funding earlier this year at a valuation of about $525 million, with plans to go public in 2015. More recently Yext hired a CFO who previously helped take Pandora public in 2011.


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iNeoMarketing's insight:

I scooped the one company that plays a role in our B2B marketing lives. The six others are recognizable.

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G2 Crowd: Best of 2014 Award Winners (Part One)

G2 Crowd: Best of 2014 Award Winners (Part One) | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

And there are other categories as well, so please click through to review. Note the number of times HubSpot appears (FWIW).

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How B2B E-Commerce is Evolving & How to Keep Up - CMO Essentials

How B2B E-Commerce is Evolving & How to Keep Up - CMO Essentials | The Marketing Technology Alert | Scoop.it
The cloud — with cloud-based E-commerce delivery models, enterprises finally have the necessary tools to create sophisticated user experiences with three key factors:

Speed: Powerful E-commerce apps are built on robust cloud platforms. They leverage the platform’s security, scalability and high performance. In this environment,B2B sellers are not on their own; they can utilize existing cloud platforms to deliver this seamless and fast user experience.
Convenience: By harnessing cloud-based, automated configuration and pricing technology, a $500K jet engine part can now be purchased with virtually the same ease as a pair of $30 sandals. In fact, sales effectiveness research shows that organizations using such configure-price-quote (CPQ) technology average a 3.9% year-over-year growth in customer renewal rates (vs. a .6% decline for non-users), and a 3.6% year-over-year growth for lead conversion rates (vs. a .5% decline for non-users).
Personalization: Powerful cloud platforms are designed to fully support complex product and pricing models across multiple channels on a single platform. These apps allow brands to present unique user experiences that boost transaction volume and top-line revenue – and deliver seamless buying experiences.


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iNeoMarketing's insight:

Lots of toe-dipping in 2015, then watch it burst out in 2016.

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5 Ways to Improve Your Marketing Using Conversion Psychology - HubSpot

5 Ways to Improve Your Marketing Using Conversion Psychology - HubSpot | The Marketing Technology Alert | Scoop.it

Digest...


Law of Past Experience

How prospects interact with your product or service is entirely dependent on how well your brand aligns with their personal vision. One of the first things they are going to do when interacting with your brand is compare it with past experiences of their own. The law of past experience states that a prospect’s previous experiences, whether it involved your business or not, will contribute to their current experience.

Psychology of Happiness and Pain

Referred to as the psychology of pain, this concept states that “The magnitude of pleasure reaches its limit in the removal of all pain”. This doesn’t mean you should be solely advertising distressing images on your landing page to scare prospects; but rather supplementing them with solutions.

Psychology of Cost-Benefit Analysis

Cost-benefit analysis refers to the internal process that takes place when humans are weighing whether or not the fox is worth the hunt. In other words, is what you are offering, whether it be an eBook, webinar, or other lead magnet, worth what they are going to have to do to get it, like give up an email or complete a survey.

Gather Allies

Some of the most successful businesses are the ones that instill their customers with a sense of loyalty by having a common “enemy” in mind. Think about the passion exhibited by those who are a part of nonprofits or human rights campaigns. It’s because they are fighting against something together.

Positive Anticipation

As a final point to touch on, and one that might sound easier said than done, write content that is going to have your audience nodding in agreement. This notion of anticipation involves writing content that shows empathy and optimism.

 

 

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iNeoMarketing's insight:

I've tagged a few articles in The Marketing Technology Alert with the term "psychology" and I recommend reviewing them as it will have a positive impact on your positioning.

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[FREE REPORT] Lead Prioritization Study - Whitepaper - Velocify

[FREE REPORT] Lead Prioritization Study - Whitepaper - Velocify | The Marketing Technology Alert | Scoop.it
Discover how sales activity prioritization is driving a higher level of sales performance for industry leaders in a new whitepaper titled, The Power of Prioritization: How Automating Relative Importance of Sales Activities Can Impact Sales Success, from Velocify.  This study investigated the selling practices of more than 400 sales teams to determine the impact that automated activity prioritization has on sales performance.

Here’s a sneak peek:

Salespeople using prioritization were more productive than those who didn’t
Reps also increased daily talk time by 88%
Conversion rate was nearly 2X over those not using prioritization


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iNeoMarketing's insight:

Behind a registration wall. Fascinating results from this approach!

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The top tech conferences in Canada coming in 2015 - B2B News Network

The top tech conferences in Canada coming in 2015 - B2B News Network | The Marketing Technology Alert | Scoop.it

Digest...


DX3 – Mar 11-12, 2015 – Toronto

FITC Toronto – Apr 12-14, 2015, Toronto

C2 Montreal – May 26-28, 2015

GROW Conference – Aug 2015 – Whistler, BC

MESH – Nov 2015 – Toronto

Banff World Media Festival 

FFWD Advertising & Marketing Week 

2015 Marketing Analytics Conference 

Canadian Internet Marketing Conference

Digital Strategy Conference

Digital Media Summit 

 

 

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iNeoMarketing's insight:

Click through for descriptions and dates for all.

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Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts | MarketingExperiments

Landing Page Optimization: What a 4% drop in conversion can reveal about offering discounts | MarketingExperiments | The Marketing Technology Alert | Scoop.it

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The Top 12 MarTech Articles Curated Thursday, 12/18/14

The Top 12 MarTech Articles Curated Thursday, 12/18/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> How to Build a Successful Social Media Marketing Funnel - TechWyse

>> The Big List of Must-Attend Marketing Events of 2015 - Marketo

>> 2015 Will Be the Year of Video Marketing - Profs

>> 21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

>> How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

>> Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently

>> B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report

>> The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn

>> [FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center

>> What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

>> How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World

>> Amplifying B2B Marketing Content with Google Plus - Relevance


See ALL Top Curated Marketing Technology Articles here.

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How to Build a Successful Social Media Marketing Funnel - TechWyse

How to Build a Successful Social Media Marketing Funnel - TechWyse | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Plenty of potential holes to poke, but remember the bottom line: attribution. The key metrics in the first two stages are feel-good metrics, and not tied to business metrics. It's about conversions and business metrics: from where did the conversion emanate, and what percentage of the conversions actually close.

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Birgit Bauer's curator insight, December 18, 3:11 AM

Interesting Numbers .... 

Net-Presence.ca's curator insight, December 19, 7:24 AM

The foundations of Inbound Marketing include defining your target audience (Persona), understanding their (information) needs in the different stages of a buying decision (Buyers Journey) and then [planning. delivering and analyzing the results of those actions.  The "Buyers Journey" for a Sales site might be very different than the "Buyers Journey" for a no-charge magazine.  This article sheds some light on how they might differ and what that means to you, the Inbound Marketer.

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The Big List of Must-Attend Marketing Events of 2015 - Marketo

The Big List of Must-Attend Marketing Events of 2015 - Marketo | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Click through to access the links for each. 


Here's your list: (1) your MAP vendor show; (2) Forrester; (3) Sirius; (4) Gartner; (5) Dreamforce; (6) MarTech (there's an East Coast MarTech in August); (7) Pick 'em. 

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2015 Will Be the Year of Video Marketing - Profs

2015 Will Be the Year of Video Marketing - Profs | The Marketing Technology Alert | Scoop.it

Digest...


1. The play button will take center stage as the most compelling call to action on the Web

2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.

 

2. Video analytics and attribution will take the lead

Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.

 

3. Video will become a strategic tool for lead generation and qualification

Only video offers a reliable means of tracking actual engagement with content, and 2015 is the year that marketers will start to use these insights to their advantage.

 

4. YouTube will be a complement, not the focus

Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn't offer the data and tools you need to turn video assets into valuable marketing tools.

 

5. Use of video analytics as part of marketing automation and CRM will increase

Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they'll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.

 

 

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iNeoMarketing's insight:

See #3: the revelation that video is the only content type that offers a reliable means to track actual engagement...that is so damn true. Starts, pauses, stops, shares, etc. all in one content piece.

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21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider

21 Questions To Help You Define Your Content Marketing Strategy | B2B Marketing Insider | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Love #16. But where's the Persona question? The Calendar question? Click through for more background as well as to download Brenner's Content Marketing Strategy Framework.

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How to Run an A/B Test on Your Landing Page | Marketing Technology Blog

How to Run an A/B Test on Your Landing Page | Marketing Technology Blog | The Marketing Technology Alert | Scoop.it
How to Run an A/B Test on Your Landing Page by Douglas Karr on Marketing Technology Blog


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iNeoMarketing's insight:

A/B...EVERYTHING!

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Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently

Distribution 101: The Content Marketer’s Guide to LinkedIn Sponsored Updates - Contently | The Marketing Technology Alert | Scoop.it
In our latest Contently Labs, we answer a question we hear a lot from content marketers: How do I effectively drive high-quality traffic to my content through LinkedIn?


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iNeoMarketing's insight:

The whole post is a step-by-step guide for deploying LinkedIn Social Advertising for sponsored updates. Easy to follow.

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B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report

B2B Marketers Turn To Event Tools To Capture Behavioral Data - Demand Gen Report | The Marketing Technology Alert | Scoop.it
While the role of digital marketing grows more prominent, in-person events continue to receive a significant portion of overall B2B marketing budgets. According to Forrester, trade shows still constitute the biggest line item on a B2B marketers budget, with nearly 20% of spend being committed to live events.
As a result, B2B marketers are turning to tools and metrics to help them track and analyze audience social and other behavior before, during and after events.
Tools such as DoubleDutch’s mobile/social solutions are designed with the intent of helping attendees get even more engaged while at an event, while also collecting information on what sessions they have attended, who they are interacting with and what they are saying about the event on social media.


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iNeoMarketing's insight:

MAP vendors have positioned themselves as the go-to-tool for trade show marketing, but MAP does not incorporate in-show activity by the attendee. This leaves open a space for other vendors to swoop in. That won't last, as the marketer needs only one database, so look to MAPs incorporating more functionality into their software in 12-14 months.

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The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn

The 25 Hottest Skills That Got People Hired in 2014 - LinkedIn | The Marketing Technology Alert | Scoop.it

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iNeoMarketing's insight:

Any surprise about #1? And note the number of marketing oriented skills.

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[FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center

[FREE REPORT] The Untapped Video SEO Opportunity - Conductor Learning Center | The Marketing Technology Alert | Scoop.it
Did you know that video will drive 79% of traffic by 2018? How about the fact that most retailers aren’t taking advantage of video marketing? According to our study with Invodo, just 16 of the top 100 retailers have more than 10,000 videos on their site!

Get ahead of the video marketing surge by downloading The Marketer’s Guide to Video SEO. Here’s what’s inside Part I: The Untapped Video SEO Opportunity.

Exclusive research that breaks down how top retailers are performing with video content
Insight into why video impacts search rankings
A compelling case for video SEO’s power to drive business


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iNeoMarketing's insight:

Clearly aimed at the B2C audience, but applies to the B2B space. You may want to consider executing on this as it would provide a bit of a market advantage at little cost.

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What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream

What’s the Best Social Media Strategy In Your Industry? [DATA] | WordStream | The Marketing Technology Alert | Scoop.it
What's the right social media strategy for your business? It depends on your industry. Learn the best social media strategies for verticals including business, tech, and travel.


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iNeoMarketing's insight:

Click through for the multi-page infographic.

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Marco Favero's curator insight, December 18, 3:39 AM

aggiungi la tua intuizione ...

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How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World

How To Use #Twitter Cards And Drive Social Traffic To Your Blog - #infographic - Digital Information World | The Marketing Technology Alert | Scoop.it
Twitter cards are simple to implement, yet provide a big impact to your social engagement on Twitter. Here's an infographic that offers a 4-step guide to driving traffic with Twitter Cards.


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Amplifying B2B Marketing Content with Google Plus - Relevance

Amplifying B2B Marketing Content with Google Plus - Relevance | The Marketing Technology Alert | Scoop.it
With Google Plus, businesses can target certain ‘circles’ of influence and promote personalized marketing content to self-selected audiences.


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Sales Renewal's curator insight, December 19, 9:39 AM

G+ is the too often overlooked social network, especially for B2B businesses.  This post and infographic is a good place to start.

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The Top 15 MarTech Articles Curated Wednesday, 12/17/14

The Top 15 MarTech Articles Curated Wednesday, 12/17/14 | The Marketing Technology Alert | Scoop.it

Today’s curated articles collected for your quick review:

>> The Biggest Content Gap in Technology Marketing - Gartner

>> Using Scrumban (Scrum + Kanban) for agile marketing - Chief Marketing Technologist

>> An Epic Landing Page Makeover That Debunked 3 Optimization “Best Practices” - Unbounce

>> 100+ Social Media Marketing Resources from 2014 - Social Media Online Classes

>> Form Conversion Rate Benchmarks For Your Year-End Reporting - Formstack

>> Where Is Jeff Weiner Taking LinkedIn? - Re/code

>> State of the Industry: The past, present and future of retargeting according to 1,000 marketers - AdRoll Blog

>> More Marketers Now Dedicate Over Half Of Digital Budgets To Retargeting - Marketing Land

>> Getting the Most Out of Your Blog Images - Buffer

>> Big data investment up, but marketers still struggle with analysis - Trends & Ideas - BizReport

>> The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts - Marketo

>> 2015 Marketing Budget Trends, by Channel - Marketing Charts

>> The Best Content Types for Each Stage of the B2B Sales Cycle [Infographic] - Profs

>> The Content Marketing Stack [Infographic] - B2B Infographics

>> The State of Marketing Leadership: New Research & #Infographic - Salesforce


See ALL Top Curated Marketing Technology Articles here.

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The Biggest Content Gap in Technology Marketing - Gartner

The Biggest Content Gap in Technology Marketing - Gartner | The Marketing Technology Alert | Scoop.it
A few weeks ago, Jon Reed (of diginomica), and I had an interesting (at least we thought so!) dialog via twitter and blog comments about case studies.  We both were lamenting the lack of great case studies in the technology industry.  But we had a disagreement about what needs to be in them.  Jon, who is a savvy businessman and strong technologist, is a big believer that case studies should almost always have information on implementation, training, and support.  I, on the other hand, believe in fit for purpose.  If you are using a case study to illustrate why someone should consider doing something different, you don’t need to talk about implementation details.  Save that for later.  For me, it’s all about where you see the case study helping the reader in their buying process.

That being said, within this dialog was something that I may have unintentionally implied was not important.   That is the necessity to provide potential buyers with details on implementation, training, and support.   The lack of good content in this area is, for me, the biggest gap in technology marketing.


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iNeoMarketing's insight:

He's right!! And it's as if the case study is left for the channel partner to create! I smell...OPPORTUNITY!

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Using Scrumban (Scrum + Kanban) for agile marketing - Chief Marketing Technologist

Using Scrumban (Scrum + Kanban) for agile marketing - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it
You mentioned that you moved away from a pure Scrum process to a hybrid of Scrum and Kanban — Scrumban — that you felt worked better in your environment. Can you describe the “special blend” that you came up with?

First, I will not take any credit for Scrumban — this concept was introduced to my team at Gogo from Big Visible, who served as a consultant to our company during the agile transition. They helped us think beyond the 2-week sprint cycle into something that was more adaptive to the needs of the business.

Agile, in general consists of many continuous improvement concepts like Kanban, Lean, Extreme Programming, Feature Driven Development, etc. Scrum on its own consists of time-boxes, roles, rituals and backlogs. The idea of Kanban is a lean manufacturing technique, with roots in the Japanese automotive industry, that leverages visualization and pull techniques. Kanban has 3 rules:

Visualize your workflow.
Limit work-in-progress (WIP).
Analyze and improve the process.


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iNeoMarketing's insight:

For more on Scrumban:  http://leansoftwareengineering.com/ksse/scrum-ban/


I'm not entirely certain that it's a fundamental change to the Agile process, but it's definitely an add-on. For the details, please click through.

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The Marketing Automation Alert is curated content pertaining to marketing automation. From iNeoMarketing: a New Type of Marketing Agency for B2B Companies, focused on the implementation and management of B2B marketing automation. iNeoMarketing.com