As a marketer, you have probably asked yourself or your team how you can add more value to customers. Using a flexible marketing strategy may be the best answer to the question.
Today’s digital landscape requires marketers to adapt to constant changes and trends so that they can offer the best customer experience, add value and ensure effective marketing campaigns. It is no longer enough to simply search the B2B database and manage existing contracts.
What is agile marketing?
Agile marketing is based on the principles of Agile software development methodology. In its simplest form, agile marketing focuses on the organization’s effectiveness in delivering value to the end customer.
- Prepare your team
Create your own team of marketers, each with a specific role; make sure that everyone works well together.
Before implementing the Agile methodology in your marketing role, you must also ensure that all team members participate. The most important thing is to ensure that each team member understands the goals and objectives of simple marketing.
Also, make sure that leaders fully support the transition to a flexible marketing strategy. Your team must set up the right marketing tools, data analysis, and general technology infrastructure before you start; you have to approve the management with everything. These tools allow you to capture data and respond to changes and trends.
- Plan your sprint
Agile uses short campaigns, or explosions called sprints, instead of long-term marketing strategies. Sprints distinguish Agile from traditional marketing. Results are measured in just two weeks or even six weeks, depending on the specific goals of each sprint.
You need to carefully define your sprints and set exact deadlines for each sprint.
During the planning session, the team must agree on specific projects or sprints and share roles and responsibilities.
The sprint is the time when team members work independently of their leaders and take full responsibility for their own work. Each member exercises creative freedom and can determine their own most productive workflow.
Use a Kanban board to map your workflow when starting your sprints. Create columns for the backlog, backlog, work in progress, rejection, completion, and so on. Inform your team members as you progress through each sprint stage and include any relevant notes or observations.
- Mix everything
Scrums, also known as standups, are the day-to-day project management process for sprints, designed to increase alignment within the team and improve communication within the organization.
During a scrum meeting, the team discusses what they are working on, where they are in the process, and what obstacles they have encountered.
- Do a sprint and look back
A sprint review and a sprint retrospective are two separate meetings in the agile marketing methodology.
During the sprint, the same people who carefully plan the sprints are brought together to see if each sprint has been completed and positive results have been collected. Which goals have been achieved and which have not been achieved through sprints? These are some of the issues addressed during the sprint assessment.
Try, analyze and repeat
These five steps outlined will make it easier for you to follow an Agile marketing strategy, allowing your team to adapt quickly to changing environments and collaborate more effectively. Sprints allow organizations to test processes and strategies on a small scale, instead of growing immediately and setting and trying to achieve unattainable goals.
Evaluate and analyze the results of smaller experiments and make informed decisions to ensure future success – this is the biggest benefit of agile marketing. Agile does away with expensive marketing campaigns that do not meet your goals.
As agile marketing allows smaller and smaller campaigns, you can get immediate results and improve your campaigns continuously and on time. And with a flexible marketing strategy, companies can focus on providing customers with the best value and experience.