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Mike Lieberman, CEO and Chief Revenue ScientistWed, Aug 30, 2017 5 min read

Improve Relevancy and Responsiveness with Agile Marketing

{}Agile marketing is a buzz term making its rounds throughout the business world. Simply defined as an approach to marketing where being open and responsive to change is prioritized over following a specific set-in-stone plan, agile marketing purports flexibility and commitment to be significant factors in a successful marketing strategy.

If businesses would like to improve relevancy and responsiveness in the current socio-economic climate, it’s important to capture and engage with your audience at the right moment. Current events and shifting opinions can’t always be planned for in advance, which is why an effective agile marketing strategy is crucial.

What Is Agile Marketing?

Agile practices have their roots in the world of software development. Manufacturing companies pioneered a kind of “lean manufacturing” that streamlined processes and served to speed up production, promote collaboration, and identify cost efficiencies. These production ideas were then adapted into agile marketing, which modernizes old-school marketing and advertising habits.

Agile marketing is a tactical marketing approach in which teams collectively identify high-value projects on which to focus their collective efforts. They then use short, finite periods of intensive work (known as “sprints”) to complete those projects cooperatively. After each session, they measure the impact of the projects, and then continuously and incrementally improve the results over time.

This approach to marketing ensures projects are constantly being updated and kept relevant to the current business climate. However, that’s not to say agile strategies are always 100-percent successful. Rather, agile teams embrace failure and adapt, so long as the losses come with lessons and produce future potentially powerful projects.

Agile campaigns strive for the relentless pursuit of iterating and scaling to bigger, better ideas with efficiency and speed. This kind of marketing model keeps campaigns honest and allows them to respond to audience opinion.

Can My Business Be Agile?

Agile strategies use small, self-sufficient teams (sometimes called “scrums”) to work on projects meant to be completed in an abbreviated time-scale. However, before adopting agile processes into your current marketing efforts, it’s important to consider how exactly agile methodologies deliver results.

Agile Is Quicker

Agile efforts are notorious for speed and get campaigns into the market faster than non-agile strategies. This focus on short-term needs and goals enables some wiggle room to adjust and change should the need arise in the future.

Instead of the traditional marketing development cycle, where teams meet with clients and go through lengthy back-and-forth meetings, agile finds a wide spread of viable concepts and puts them to market to test their success. Agile efforts place great value on real-world feedback and are not afraid of the “sink or swim”-associated risks.

Agile Improves Efficiency

No one wants to produce a lacklustre campaign, so once an agile strategy has been implemented, the focus shifts to analysis. The speed of agile campaigns and data-driven insights collected gives teams the opportunity to meaningfully adapt and adjust content in accordance with the incoming feedback.

Adaptation is a key factor in any marketing campaign and it’s especially true when using agile processes. By begin able to “go with the flow,” teams can improve overall marketing campaign efficiency. Moreover, by having well-grounded agile strategies in place, marketing teams are able to learn from current events and appeal to popular opinion. Overall, this makes agile campaigns more dynamic and sustainable.

Agile Keeps Teams Happy and Engaged

When teams become more specialized and more agile, they are able to grow alongside the projects they are engaged with. This breeds a deeper sense of connection within agile teams, perhaps because they have more control and professional investment in the success of the project. Moreover, because of the inherent transparency within small agile scrums, the individuals on agile teams are generally more satisfied, loyal, and innovative.

Agile Can Drive Success

Ultimately, agile marketing improves relevancy and responsiveness of marketing campaigns. By incorporating agile strategies, you can expect improved efficiency and effectiveness and an empowered marketing team with all the tools to be successful.

The benefits of an agile organization can vary, but hopefully, you understand a bit more of what being agile can do for your business.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.