I just returned last night from Moscow, where Roland Smart and I taught Agile Marketing to 19 students. It was a fantastic experience and one that says a lot about the thirst for knowledge of Agile Marketing, not only in Russia, but around the world.
Which kind of activities are best suited for an initial implementation of Agile Marketing? Who do you involve, and when? What are the best practices that are most likely to ensure a successful initial implementation? I get asked these questions, or variants of them, frequently, and I’ll try to answer them in this blog post.
My last blog post focused on choosing the right metrics for Enterprise Business-to-Business (B2B) businesses. I’ll focus this blog post on Business-to-Consumer (B2C) companies, as the kinds of metrics that should be measured are quite different.
As Agile marketers, we value validated learning over opinions and conventions. Learning is validated by gathering the right metrics to confirm that our marketing is working or not working. But what are the right metrics?
Like many things in life, the answer is “it depends”.
I was asked the other day: how does Agile Marketing fit with Account Based Marketing? I think the two concepts are somewhat unrelated. The first, ABM, answers the question of who you are marketing to and how you are approaching them, while the second, Agile, answers the question of how you are managing the process. That said, I do think every Agile Marketer who is also a B2B marketer should understand the basics of Account Based Marketing.