If You Want Results From Inbound Marketing And Agile Marketing, You're Going To Have To Earn Them
Everyone always asks me: “Inbound and Agile – that’s the secret, right?” Unfortunately, the answer is a little more complicated than what they want to hear. Inbound marketing and Agile marketing do have something in common: They both take patience and a long-term perspective in order to work.
We’re all looking for the easy button, the silver bullet, the quick fix. But, these are not that. There’s nothing easy about either of these approaches to marketing. While you do need to use them both, if you’re not thinking long-term, you’re probably going to sabotage your own efforts before you even get started.
LESSON #1 – You have to be patient, and you have to be willing to put in hard work if you're going to use these two methodologies to create the repeatable, scalable, predictable revenue machine that every business is so desperately searching for.
Here’s the back story as to why you need to be so long-term oriented.
You're Learning Something New
Learning to play golf, play the guitar or speak a new language is an excellent analogy for learning how to do inbound or use Agile marketing to improve the results of your revenue team.
In the beginning, it’s going to feel strange. You’re going to be doing tasks you’ve never done before, and you’ll be expected to try new techniques. It’s going to be easy to quit. It’s going to be easy to say, "This isn’t going to work." If you quit, though, you’ll just be ensuring that you continue down the ineffective path that caused you to consider different options in the first place. Don’t quit. You’ll be rewarded if you stay patient and push through.
Practice Makes Perfect
The more you practice and the more you do these new things, the more comfortable you and your team will be. Eventually, you’ll start to see early indications that you’re doing it right. But, it takes time and practice. The first offer you add to your website might not produce as many leads as the second or third. The more times you do this, the better the results.
The same applies to Agile. The first daily standup you run will feel strange, and you might be bad at the facilitation. You might even wonder why you’re doing it. But, your tenth standup will be better, and your 20th will be even better than that. Before you know it, you’ll be flying through the huddle in 15 minutes and accomplishing everything you need to in a very short time.
Both Foster Continuous Improvement
Both inbound an Agile have built-in mechanisms for continuous improvement. So, you don’t have to worry about the teams improving and the results improving.
Over time, inbound marketing, if practiced properly, produces more visitors to your website and more leads. Over time, Agile marketing, if practiced correctly, produces more work, the right work, happier teams and a more data-driven marketing effort for your company, fueling the inbound marketing effort with the right thinking, collaboration and efficiencies.
Both Provide Data On Performance
Both methodologies are fueled by data. “We think” is going to be retired by “the data suggests.” Opinions will be replaced with data-driven hypotheses that you’ll be able to test. Work will be prioritized based on what produces the best results with the least amount of effort.
All of your marketing tactics will be measured, and the team will be measured on their ability to produce work that delivers results. It’s going to be worth the wait.
Both Impact Your Entire Team
Inbound marketing is going to change the way you structure your team, what they work on and how they work on it. Agile is going to change the way you assign work to your team, how they prioritize their work and how they deliver the marketing tactics within your program.
Your team will work more collaboratively, they’ll be more accountable to each other and they’ll be driven by the results you expect from them. If this all sounds positive, it's because these two methodologies are perfect for today’s teams.
However, the team is critical to the success and the expected results. Teams take nurturing. They go through phases, like Forming, Storming and Norming. You need to let them settle into their new rituals, meeting rhythms and measurement systems. This is all the more reason why you must be patient as you take on this new and progressive way to do marketing within your company.
You can see how all-consuming changes like this can be, and how complex managing a team through these changes can be. It’s because of this that you should at least consider working with a partner who has already figured out the processes, systems, methodology, metrics and deliverables required to quickly deliver results from inbound marketing applied in an Agile way.
Start Today Tip – The best tip I can give you with regard to this topic is to set realistic goals in conjunction with your inbound marketing and Agile marketing initiatives. Both Agile and inbound are programs that will require the better part of a year to plan for, build and optimize. Both have planning phases to think through the implementation. Both have build phases to get your teams organized, create the assets you need and test various components. Then each has an optimization phase to make tweaks based on performance data. This constant iteration provides better results in less time. Impatience will cause you to make poor decisions that don't help you get to your goals and, in all likelihood, will prevent you from seeing the results you expect.
Square 2 Marketing – Inbound Results Start With ME!
Posted By Author 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.