‘Agile’ marketing used to be the term ‘tactical marketing’ – an approach inspired from ‘agile project development’ – the goal is to improve the speed, transparency and adaptability to change the face of the marketing function both internally and externally.
In essence, agile marketing is a tactical marketing approach which identifies and focuses a series of collective marketing campaigns, specifically high-value tactics with a view to continuously measure the impact and incrementally improve the results over a period of time.
Agile marketing is becoming very popular within tech teams who are looking to rapidly and efficiently build new products to complement existing propositions.
How can B2B marketers implement an agile way of working?
As with all successful marketing campaigns, the idea of agile marketing must be taken up throughout your organisation, not just in the marketing department!
At its core, the Scrum (the name for the agile process) aims to align marketers with an organisation’s business goals and sales staff, improve communication, and increase the speed and responsiveness of marketing.
To implement an agile marketing campaign, you need the tools and practices in place from the start. Check out these four core principles when planning an agile campaign:
- Choose the right metrics + measure from the very beginning
- Develop a framework and clear process
- Use services and tools that can help you analyse your users behaviour
- Evaluate, prioritize and implement
A great demonstration is this graphic:
Agile Marketing incorporates various multi-layered marketing activities and channels, often working in conjunction to test, set and measure the impact of audience engagement. Content is a huge and vital part of an agile marketing journey.
To discuss your content marketing activities, call our professional team on 01246 586330.