The Agile Marketing concept has been permeating marketing leadership discussions for the past few years. So far, the conversation has been concentrated on finding a “standard” definition and debating which principles to take from the Agile software development methodology, and which to leave behind.
Unfortunately, the strategic collaboration on Agile Marketing seems to have stalled on those two narrow topics and haven’t taken the next critical step: analyzing how Agile Marketing drives better results.
Surely by now several Agile Marketers have real-world, experiential insight and success stories they are willing to share.
OK, we’ll go first.
We’ve been hitting consistent, solid triples for our clients with an Agile approach to marketing long enough to feel confident in making this statement: An Agile platform supports smarter, faster marketing campaigns and stokes clients’ revenue engines.
Before we share a few of the benefits our clients have found using the Agile framework, let’s take a closer look at what Agile Marketing is – and isn’t.
Agile Marketing is not merely a label, nor is it simply a project management methodology. Agile Marketing is a mindset, a paradigm, an approach to leveraging a new (better) operating model.
Agile Marketing is not merely the “next generation” of traditional 1.0 marketing. It’s a fundamental reinvention of marketing operations, led by tech-savvy, results-driven, integrative game changers who are adopting their clients’ goals as their own measure of success.
The Agile Marketer is a smarter animal, unafraid to test (on a small scale), be wrong, analyze the data and quickly deploy the improved version to real users.
Here are just four of the benefits our clients are reporting, thanks to Intelligent Demand’s Agile Manifesto:
1. Frequent, Tangible Progress
Agile marketers get campaigns inmarket faster and gain access to hard data quicker. Doing so shaves weeks off of internal (opinion-based) review and approval cycles. In other words, Agile Marketers always have fresh progress and results to report to senior management. No more waiting for the quarterly update to see how the campaign is performing. At ID, we provide our clients with a customized set of dashboards/reports that make it easy to track progress and optimize campaigns.
2. Growing Smarter With Each Step
Agile Marketers can leverage compounding insights – that is, the cumulative effect of many small, isolated optimization efforts. This approach provides a 360-degree view of the impact each data-driven change, which in turn, informs the next round of changes in a continuous loop structure. Agile Marketers utilizing marketing automation software quickly become masters at meeting their prospects wherever they are in the buying process. This real-time insight is often enabled by their Marketing Automation platform reporting dashboards. It’s no surprise that the major MA platforms are recognizing and responding to this shift in rapid-cycle data interpretation and performance optimization, as evidenced by reporting-focused expansion announcements.
“To be an effective Agile Marketer you must have the on-demand tools required to make frequent adaptations to your process. It is critical that these marketers have cutting-edge technology that can segment all levels of data quickly and easily in order for them to review results, make quick changes, review again, etc. The Continuous Improvement aspect of the Agile Marketer only works if you have the proper tools in place to succinctly measure improvement based on a wide set of parameters.” - Matt Filios, COO Net-Results
3. ROI Clarity
Costs, timelines and expected results are broken down to the most granular level possible. Doing so can appear tedious to traditional waterfall practitioners who are used to calculating on a “full campaign” or quarterly basis, but our clients have found this process to be particularly illuminating and refreshing. With detailed cost and delivery commitments, Agile Marketers can make informed ROI decisions on the fly and feel confident that they are pulling the right lever at the right time. This approach puts the control back where it belongs – with our clients.
4. Happier Interactions Between Sales, Marketing and IT
Many of our clients have reported improved cooperation and support from their IT departments on marketing initiatives. And let’s face it, as marketing becomes more and more integrated (tech, creative, content, strategy) a common language, framework and shared timeline is critical to success. We consistently advise and give our clients tools to establish and foster ongoing marketing-sales team alignment. An agile framework extends that alignment to IT departments as well, creating a strong self-sufficient team focused on common goals.
These are just a few of the benefits we’ve found by integrating an Agile Marketing methodology. What have you found?
Want to know how we use agile marketing to keep project costs down and maximize your revenue? Contact us today.
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