September 23, 2020 | B2B Marketing

An outstanding 98% of marketing teams that adopted modern agile marketing reported experiencing more lead generation in their marketing projects.

Since agile manifestos were introduced in the marketing landscape almost a decade ago, they have saved businesses and organizations from creating 12-month marketing plans.

So, what is modern agile marketing?

Modern agile marketing is a tactical marketing approach where marketing teams identify high-value projects that they’ll focus their collective efforts on. This involves using continuous analytics to source promising solutions to problems in real time, evaluating the results, and iterating the process. An organization that employs modern agile marketing can simultaneously run multiple marketing campaigns all while developing new ideas.

What are the Features of Modern Agile Marketing?

In modern agile marketing, each marketing team selects a precise agile format that helps produce the best lead generation. When implementing an agile format, you’ll use these four features in some form:

Sprints

A sprint is the duration your marketing team completes a particular project. This can vary from two to six weeks. In some cases, larger projects get divided into several achievable sprints for easy management.

Teamwork

The success or failure of the sprint rests on all the team members. Thus, everyone has to be ready to assist each other in the agile marketing framework. This creates a positive work culture.

Project Progress Tracker

Whether it’s the good old whiteboard or fancy project management tools, you’ll need a centralized way to help track and maintain records of each sprint.

Stand-Up Meetings

Here, you’ll need to schedule a brief 15-minute meeting with your team. During the meeting, each member should highlight the work they’ve done so far and address any hiccups they’ve encountered. The highlighted problems should get solved quickly to guarantee timely project completion.

Traditional Marketing vs. Modern Agile Marketing

Modern agile marketing (quite similar to customer lifecycle marketing) focuses on the customer’s buying process. On the other hand, traditional marketing focuses on the producer’s sales cycle.

Agile marketing implies that customers are less predictable. This allows them to proceed towards a buying decision in many unique ways. In traditional marketing, the assumption is that there’s a one-way sales funnel and that all consumers proceed down that funnel when making a purchase.

Additionally, modern agile marketing focuses on transparency and engagement. Thus, it recognizes that clients own both the journey and the timing. However, traditional marketing focuses on controlling the journey and the timing.

7 Benefits of Modern Agile Marketing You Don’t Want to Miss Out On

Below are some benefits of modern agile marketing. Check them out to see why it’s time for you to adopt it:

1. Enhances Productivity

Eliminating unnecessary steps enables marketers to increase productivity. The term “productivity” refers to projects completed, points scored, and results obtained because every sprint requires a different level of effort. Team members get assigned sprints based on the previous results obtained in completed projects. This ensures they focus all their efforts on the most important tasks at hand.

2. Enables Better Internal Communication

Modern agile marketing transforms communication within the marketing team and the company as a whole. The stand-up meetings help team members know what each is working on. They also help identify challenges that may arise and members get to resolve them immediately.

3. Increases Efficiency

Modern agile marketing allows teams to concentrate on producing what their clients desire. It does this without slowing down the process with unnecessary meetings and documentation.

4. Allows Measurement of Results

Traditional marketing was often slow, and measurement was sometimes difficult to quantify. Agile marketing empowers teams to run multiple campaigns at once. They do this without reducing effectiveness plus making it easier to produce more measurable ROI at less cost. Based on results obtained, this concept helps you invest more time into strategies that prove to be working, and less time in those that don’t.

5. Increases Sales Growth

Modern agile marketing operates with sales growth in mind. Thus, it provides a clear insight into projects delivered by the marketing department. This helps marketing teams maintain efficiency with expansion over time.

6. Facilitates Transparency

Sprint review meetings allow clients to give constructive feedback, which leads to better results. It also enables team members to bring up tangible contributions they’ve made and allows them to get acknowledged for their hard work.

7. Lessens Marketing Costs

Modern agile marketing is a cost-effective solution that supports businesses to yield long-term results from their marketing efforts. It allows marketing teams to effectively and efficiently expand their reach to a broader audience without having to invest in multiple solutions.

How Agile Marketing Can Improve Your Demand Generation

With its goal of building better experiences and improving your demand generation, modern agile marketing collects important information from both the employee and customer side. This allows marketing teams to produce products with a fewer time frame and use a smaller budget, hence lesser risks.

To succeed in today’s ever-changing digital space, you’ll need to get the right message in front of the right audience at the right time, an action made possible with modern agile marketing.

At Televerde, we can help your marketing team become more result-driven and agile. We help companies advance their marketing to sales operations and be more adaptive to the ever-competitive marketplaces.

To learn more, check out our Resource and Events Hub and get in touch with us to improve agility.

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