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Mike Lieberman, CEO and Chief Revenue ScientistFri, Sep 15, 2017 5 min read

Why Agile Marketing Is Necessary Today

{}Agile marketing is a hot topic these days. This marketing approach involves releasing content and campaigns quickly, using data to measure your performance, and then adjusting your strategy based on the data. Teams focus their collective efforts on high-priority tasks to get work done quickly.

If you’re not using agile marketing yet, you may be wondering if it’s actually worth the effort or if it’s just another buzzword. In this case, the former is true. Here’s why agile marketing is necessary today.

To Quickly Adapt to Change

In today’s digital age, things can change quickly, like the way customers buy. It’s hard to predict what will happen even a few months down the line. Having a six-month or one-year marketing plan that’s set in stone makes it harder to adapt to changes. Companies need to be prepared for any changes that occur, and agile marketing can help.

For example, your competitors could change strategies. If you’re using agile marketing, you can quickly start working on a new strategy that helps you stay competitive. With traditional marketing, you could be stuck using a strategy that doesn’t work anymore.

Your audience’s needs could change, too. If you’re locked into a strategy, you could be unable to meet their needs. If you’re agile, you can identify changes in your audience’s needs, create new buyer personas, and change your strategy to match. You can keep connecting with your audiences, even though they don’t want the same things as they did a few months or weeks ago.

To Improve Your Speed-to-Market

Since change can happen so quickly, your marketing materials need to get to market as quickly as possible. If you spend months working on these materials, they might not be relevant by the time you’re ready to release them. For example, you could end up with a huge batch of content that doesn’t address your audience’s new needs.

With agile marketing, you can release your marketing materials quickly. Since your whole team is focusing on the same high-priority tasks, those tasks can be completed quickly. You can release a few pieces of great content right away, and then measure your audience’s response. If that content is successful, your team can quickly release another batch.

To Quickly Test New Strategies

Inbound marketing isn’t one size fits all. The strategies that work well for some companies won’t work well for others. Testing is one way to find out which strategies are successful for your company. With traditional marketing, testing can take a long time. You may not know a huge project didn’t work until it’s finished, and by then, you can’t make any changes.

Agile marketing lets you quickly test new strategies as you go. After your team finishes a high-value task, you can look at the data to see how successful you were. If you get great results, you know to continue along the same path. If the results aren’t good, you know you need to make some changes. This could include not taking part in a certain type of project again or just tweaking your strategy.

To Become More Productive

Is your team currently juggling a lot of works in progress? This isn’t always a productive way to get work done. Each person on your team is working on individual tasks, and some of those tasks may not be as essential as others.

When all team members focus their efforts on the same high-value projects, those projects can get finished more quickly. Then, the team can move on to the next important project. In this way, you’ll always be sure that your high-value tasks are getting done. This makes your team more productive. Lower-value tasks can be saved for later or outsourced.


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.