Search
Close this search box.
Search
Close this search box.
Search
Close this search box.

Blog

Agile Marketing

User Stories don’t belong in the Marketing Backlog

Marketing Backlogs in the Trenches

Last week I facilitated a 2-day Agile Marketing workshop for one of my clients. As usual, the discussion about the Marketing Backlog and how to move from a big-bang marketing campaign to a more iterative approach via smaller slices of stories was one of the highlights.

As usual, I introduce the concept of User Stories which are the most popular way to represent Product Backlog Items (PBIs) in the Agile world and are also very popular in the Agile Marketing space. We looked at some awful examples of stories, such as “As a marketer, I want to install Drift on my site” or “As a user, I want to see a webinar” and then moved to stories that provide more insights about a real user (e.g. “As a VP Marketing focused on Demand Generation”) and their intent (e.g. “so that I could get more demand generated from people who hate forms and lead magnet registration-walls”)

We then broke out into multiple teams each taking an actual campaign/project they’re planning for 2019 and creating the Marketing Backlog for it.

Read More »
Subscribe for Email Updates:

Most New:

Categories:

Tags:

Agile Product Ownership
Frameworks
Limiting Work in Progress
Scrum and XP
NIT
Agile in the Enterprise
Sprint Planning
EOS®
Coaching Agile Teams
Agile Development
speed @ scale
Agile for Embedded Systems
ATDD vs. BDD
Agile Release Management
Hybrid Work
Jira Plans
Tools
LAB
Product Management
ARTs
Continuous Integration
SAFe DevOps
Webinar
Agile Project
Keith Sawyer
Scrum
SPC
Agile
System Archetypes
Portfolio for Jira
Elastic Leadership
Lean and Agile Principles and Practices
ART Success
Lean Budgeting
Scrum Primer
Introduction to ATDD
Continuous Delivery
ALM Tools
Scrum Master
AI Artificial Intelligence
Change Management
Managing Projects
Video
Operational Value Stream
Agile and DevOps Journey
Tips
Professional Scrum with Kanban
Agile Marketing
Agile Delivery
Certified SAFe
Agile Project Management
Scaled Agile Framework
Jira
Risk-aware Product Development
ScrumMaster Tales
Kaizen
Manage Budget Creation
Agile Mindset
Accelerate Value Delivery At Scale
Software Development
System Integration Environments
Scrum Guide
Implementing SAFe
Kanban Kickstart Example
Releases Using Lean
Lean-Agile Software Development
Agile Program
The Kanban Method
RTE
LPM
Daily Scrum
Engineering Practices
Spotify
An Appreciative Retrospective
RTE Role
ROI
WIP
Lean Startup
Atlaassian
Nexus Integration Team
SAFe Release Planning
Large Scale Scrum
Story Slicing
Agile Outsourcing
Scrum With Kanban
What Is Kanban
Scrum.org
Sprint Retrospectives
Planning
GanttBan
Perfection Game
Jira admin
Team Flow
The Agile Coach
Artificial Intelligence
Development Value Streams
Agile Contracts Best Practices
Code
POPM
Legacy Enterprise
Agile Israel
Agile Release Planning
Lean Risk Management
Entrepreneurial Operating System®
Principles of Lean-Agile Leadership
Continuous Improvement
Agile Risk Management
agileisrael
SAFe
Lean Agile
Reading List
Achieve Business Agility
Kaizen Workshop
User stories
Agile Techniques
Slides
Scrum Values
Built-In Quality
Lean Agile Basics
Agile Community
Agile Basics
Iterative Incremental Development
PI Objectives
Lean Software Development
AgileSparks
Kanban
TDD
Agile Testing Practices
Nexus and SAFe
Pomodoro Technique
chatgpt
A Kanban System for Software Engineering
Atlassian
Product Ownership
LeSS
PI Planning
Introduction to Test Driven Development
Kanban Basics
Amdocs
Kanban 101
Self-organization
Effective Agile Retrospectives
Covid19
AI
predictability
Systems Thinking
QA
Program Increment
Sprint Iteration
Software Development Estimation
Agile Games and Exercises
Agile India
Continuous Planning
RSA
Continuous Deployment
SA
System Team
Jira Cloud
Nexus vs SAFe
BDD
Risk Management on Agile Projects
Business Agility
Quality Assurance
Implementation of Lean and Agile
Agility
Lean-Agile Budgeting
Nexus
Nexus and Kanban
Lean and Agile Techniques
Lean Agile Management
DevOps
Presentation
Acceptance Test-Driven Development
Value Streams
Advanced Roadmaps
speed at scale
Certification
Rapid RTC
Agile Product Development
Risk Management in Kanban
Scrum Master Role
Legacy Code
Release Train Engineer
IT Operations
Managing Risk on Agile Projects
ATDD
Agile Israel Events
Applying Agile Methodology
Agile Games
Process Improvement
Professional Scrum Product Owner
Games and Exercises
Agile Assembly Architecture
Lean Agile Organization
Lean Agile Leadership
lean agile change management
Enterprise DevOps
Kanban Game
Agile Exercises
Test Driven Development
AgileSparks
Logo
Enable registration in settings - general

Contact Us

Request for additional information and prices

This website uses Cookies to provide a better experience
Shopping cart