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Course Overview

The Certified Agile Marketing Specialist™(CAMS) course is a two-day, entry-level course taught by a CertifiedAgile Marketing Trainer™(CAMT). The CAMS course is designed to cover all the basics of Agile as applied to Marketing activities to better align the Marketing department with Agile techniques used by development teams. Applying this iterative approach allows for rapidly discovering which marketing campaigns are most effective and yields the highest results. Attendees are required to pass a brief exam and can leave the course certified! Re-take opportunities are available as well as additional coaching from a Certified Agile Marketing Trainer or Coach.

Agile Marketing is a combination of cutting edge Agile development processes often used in software development as applied to internet marketing strategies to create an iterative approach to marketing and achieving sales results. We have helped companies increase their speed to market in development by more than 80% faster than competitors. When we began applying this iterative approach to marketing, we began seeing our clients soar by more than 300% growth in 6 months and more than 780% growth in a year. This course will cover the fundamental practices and specific, actionable steps that lead to massive speed when applied to marketing and massive increase in revenue when applied to business growth.

In this Certified Agile Marketing Specialist™ (CAMS) course, you will learn:
  • • Agile Marketing foundations and core values
  • • How Agile is used in Product Development and IT and the transition to use in Marketing
  • • Visual collaborative approaches for identifying customer needs
  • • Adopting an iterative process applied to Marketing for fast results & sustainable growth
  • • Focusing on the customer relationships that carry the most value
  • • Organizing your marketing into channels of Filtering, Educating, and Selling
  • • Creating the systems and messaging to find and nurture your ideal customers
  • • Review of case studies applying these techniques to yield rapid growth
  • • Beyond theory into real world application
Upon completing this course:
  • • Qualification for Certified Agile Marketing Specialist™ (CAMS) Certification after passing a short certification exam
  • • One year membership in the Agile Marketing Academy
Who should attend:

This course is appropriate for anyone in a marketing role, including managers, project team members, stakeholders, and anyone who wants to understand how to apply Agile to get results beyond just IT and in the Marketing arena. Through an experiential, hands-on learning approach, this course provides foundational education in Agile, including its values, principles, and practices as applied to Marketing. This interactive learning approach will include a variety of exercises, activities, and discussions as well as case studies while providing first hand experience for attendees to learn how to apply Agile to yield rapid results in Marketing.

Course Outline

Day 1


  • • Traditional Marketing vs. Agile Marketing
  • • Agile Marketing Mindset and Manifesto

What are Funnels?

User Stories and Brainstorming

  • • Problem Solving and Solutions
  • • Avatars and Persona Crafting

Agile Marketing Canvas

  • • Hypothesis Visualization
  • • Hunt for the 80/20

Sales Letter Writing

  • • Message to Market Match
  • • Lead Magnets

Testing and Traffic

  • • Agile Marketing Tools
  • • First Increment Testing

Q&A + Retrospective

Day 2

Recap Day 1

  • • Review Increments
  • • Agile Marketing Recap

Tracking for Conversions

  • • Pixels: Tracking, Retargeting, Conversion
  • • Business Manager – Avatars and Audience Review
  • • Creating and Launching Your First Ads

Agile Techniques and Tracking Your Progress

  • • Daily Standup and Task board Overview
  • • Determining a Sustainable Pace
  • • Fibonacci and Relative Sizing
  • • Retrospectives

Launch, Iterations & Split Testing

  • • Agile Marketing Canvas Gallery Walk
  • • Exam (Taken in the class) | Certificate distribution
About Trainer:

Maria Matarelli

Certified Scrum Trainer (CST) and Co-Founder of the Agile Marketing Academy, President of Formula Ink

Maria Matarelli is an international business consultant, published author, and Certified Scrum Trainer (CST) who travels the world on one-way tickets consulting and training companies on reaching true agility. Maria travels to consult organizations and speak at industry conferences with locations including Chicago, New York, Vancouver, Morocco, London, Istanbul, Shanghai, Singapore, Portugal, and more. While looking for ways to continue to expand Agile outside IT, Maria and her team have been applying Agile to the Marketing realm with incredible results, which led to Maria co-founding the Agile Marketing Academy. Maria is one of the first Certified Agile Marketing Trainers (CAMT) and is the Founder and President of Formula Ink, an international consulting company.