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Everybody’s talking about
“Agile marketing”
But what does it mean?
The term comes from software development
processes.
Agile development is an iterative team-based approach.
That makes it easier to respond to market shifts. Customer demands. And competitor moves.
Because you’re always refining.
Versus waiting for everything to be perfect.
Can you imagine waiting a year or more for “the new release?”
Only to find the market has changed. Your business needs have changed.
Explain that to your customers.
Your boss. The Street.
That’s how it used to be done. Really.
It was called “waterfall development.”
Waterfalls are a steady, staged process where everything flows neatly from the original idea to the final product.
They can save time and money.
And they did.
If you worked in a perfectly structured environment.
But who does
Because perfect is a myth.
“69% of B2B marketing leaders say that conditions change too quickly to keep
plans current.”
Forrester
There had to be a better way
It’s called agile. And it makes sense. So the experts created a manifesto.
The Agile Manifesto believes in:
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
Agile became the standard. Not just for developers.
But marketers, too.
“Don’t wait for the perfect moment. Take the moment and
make it perfect.”
Tiny Buddha
We think it’s time to embrace: “The CMO Agile Manifesto”
The CMO Agile Manifesto Applies business intelligence to:
Analyze, automate and aggregate campaign performance
Continuously test and refine campaigns in real time
Map and shorten the customer journey
Deliver personalized customer experiences
Boost loyalty and conversions
Agile marketing empowers you to reach your customer where ever they are.
With exactly what they want.
On their terms.
This creates trust and builds loyalty.
“In the next five years, test-and-learn will become embedded in marketing work. You will create a bit of content, put it out there, get real-time feedback from customers and
put out the next little bit.”
Aditya Joshi, Partner, Bain’s Customer
Strategy & Marketing practice
Agile solves marketing’s most crucial problems.
Problems such as…
