What is Agile Marketing?

Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and that values:

Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few large bets
Individuals and interactions over target markets
Collaboration over silos and hierarchy

The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function.

 

Agile Marketers also support a set of principles, statements that expand upon what it means to be an Agile Marketer.

 

Our highest priority is to satisfy the customer through early and continuous delivery of marketing that solves problems and creates value
We welcome and plan for change. We believe that our ability to quickly respond to change is a source of competitive advantage
We deliver marketing programs often, from every couple of weeks to every two months, with a preference to the shorter timescale.
Great marketing requires close alignment with the business, sales and development
Motivated individuals build great marketing programs. Give them the environment and support they need, and trust them to get the job done.
Learning, through the build-measure-learn feedback loop, is the primary measure of progress
Sustainable marketing requires you to keep a constant pace and pipeline
Don’t be afraid to fail; just don’t fail the same way twice
Continuous attention to marketing fundamentals and good design enhances agility.
Simplicity is essential.

 

Agile Marketers also follow a process, a process designed to increase alignment with the business aims of the organization and the sales staff, to improve communication, both within and outside the marketing team, and to increase the speed and responsiveness of marketing.  The process copies that of agile development, with some differences in the details.
Agile Marketing Process

 

This process is iterative, allowing for short marketing experiments, frequent feedback, and the ability to react to changing market conditions.

To learn more, check out the Learn More pages, or the featured posts section to the right.  You can also subscribe to my blog for regular updates on Agile Marketing.

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