Marketing strategy

How to Use an Agile Marketing Strategy to Improve Your Campaigns

You’ve probably wondered how to deliver the most value to your customers.

Adopting an Agile marketing strategy may be the answer.

Brands need to adapt to today’s digital landscape to create value, deliver the best possible customer experience, and create effective marketing campaigns. It is no longer enough to browse through your database and market to your existing contacts.

This is where Agile marketing comes in.

What is Agile Marketing?

At its core, Agile marketing focuses on a brand’s effectiveness in delivering customer value.

Here’s a great video introduction by Jim Ewel, a leading authority on agile marketing – one of the best explanations I’ve seen:

The Agile Manifesto was the starting point for Agile software development. Similarly, the marketing community has an Agile Marketing Manifesto, which serves as a guide and reference.

It reads:

To keep up with the speed and complexity of today’s marketing, we are adopting new ways of working:

– Focus on customer value and business results rather than activity and inputs

– Deliver value early and often while expecting perfection

– Learn from experiences and data about opinions and conventions

– Cross-functional collaboration across silos and hierarchies

– Respond to change following a static plan

Agile marketing increases the efficiency, predictability, and transparency of an organization’s marketing department and its responsiveness to change.

5 Steps to Implementing Agile Marketing

Many brands are increasingly relying on Agile techniques to ensure the success of their marketing campaigns. Here are the key steps to follow when implementing Agile marketing in your business.

1. Prepare your team

Your team should be made up of marketers who each perform a particular function. Make sure everyone is working well together.

Make sure everyone is on board before introducing Agile marketing to your marketing department.

Success with Agile marketing is only possible if everyone on the team has a clear vision of the goals they are trying to achieve, including the customer journey they want to improve and their target market.

It is essential that all team members are aware of the goals and objectives of Agile marketing. Set clear expectations and prepare your team mentally and emotionally for the coming months of intense collaboration and hard work.

Make sure their managers support the shift to Agile marketing strategies. Before you even get started, your team needs to have the right marketing tools, data analytics, and overall technology infrastructure (their technology stack) in place. These tools will allow you to capture data and react to trends and changes.

2. Plan your sprint

Agile is distinguished by short campaigns – called sprints – instead of long-term marketing plans. Depending on your sprint goal, you can measure results in as little as two weeks or up to six weeks.

It is essential to clearly define your sprints and give precise deadlines for each one.

The team should agree on specific projects or sprints and then divide up the responsibilities. Each team member should have the creative freedom to tackle any project of their choosing.

Your sprint planning meeting agenda should include:

  • Establish basic sprint parameters
  • Definition of sprint scope, boundaries and scope
  • Estimate the resources the team will need to achieve its goals
  • Assign responsibilities

3. Start your sprint

The sprint is a period in which team members work independently from their leaders and take full responsibility for their work. As a result, each member has creative control and can determine their most productive workflow.

Kanban for agile marketing (via Jim Ewel)

To describe your workflow:

  • Create columns for your backlog, tasks, work in progress, rejected and completed.
  • Notify your team members as you progress through each stage of the sprint and add relevant comments or notes.

Sample Kanban board for marketing (via Agile Sherpas)

Here are more great examples of Kanban boards for marketing teams.

While some teams prefer to use a whiteboard, productivity tools like Asana, Trello, and Jira use Kanban board systems to facilitate collaboration. (I’ve used Trello often, and it’s easy to use.) Also, using an online tool is helpful because team members can collaborate remotely and upload files to share with others. ‘others.

4. Have daily stand-up meetings

The daily stand-up meeting (also known as “daily scrum”, “daily huddle”, “morning roll call”, etc.) is quite simple:

The whole team meets every day for a quick update on progress. People get up to keep the meeting short – 15-20 minutes should be enough.

If you’re familiar with stand-ups, then you probably already know the 3 questions every team member needs to answer:

  1. What did you do yesterday?
  2. What are you going to do today?
  3. Is there anything blocking your progress?

A daily stand-up:

  • Puts the team on the same page in terms of who performed specific tasks. You discover :

– What remains to be completed?

  • Gives the team a clear picture of whether they are on track to meet the sprint goal.
  • Gives teammates the ability to help each other by removing blockers/obstacles.

Daily stand-ups are not report sessions. Instead, they are opportunities for the team to identify and overcome the obstacles they face.

5. Conduct a sprint review and retrospective

A sprint review and a retrospective are two crucial meetings in Agile marketing.

  • The sprint review brings together the same people who planned and executed the sprint to assess whether the team met its goals and achieved positive results.
  • Sprint planners and team members who worked on the sprint should also attend a retrospective. At this meeting, the overall process is discussed to identify what went well and what needs improvement.

The team will take the results of both meetings into account for the next sprint planning session to ensure a smoother workflow.

Test, analyze and repeat

These five steps will help you adopt an Agile marketing strategy and enable your team to quickly adapt to new challenges and work together more effectively. Instead of trying to achieve huge, impossible goals, sprints help organizations test strategies and processes on a small scale.

You can analyze the results of smaller experiments and make data-driven decisions for future success. The main benefit of agile marketing is that it eliminates costly marketing campaigns that don’t achieve their goals.

Agile marketing allows you to run shorter campaigns and improve them over time. It also helps you focus on delivering the best customer experience and value.