By Arko Chandra Published on : Nov 16, 2022
Transitioning from conventional marketing to an agile approach is an affair that brings about changes in the day-to-day activities of a marketing team. Value for customers takes the front seat in everything the team does, and it’s more about focusing on the outcomes instead of the process and rules.
Let’s dive a little deeper into agile marketing and see how the value-based approach fits into the same.
Even if a prospect doesn’t convert into a lead for your funnel, you can ask for their feedback and use it to tweak your marketing strategies on the go. Feedback and reviews from a diverse customer base help you identify the subtle weak spots that may otherwise go unnoticed.
Here the most important thing is to create an environment where feedback is welcomed, not criticized. That way, even valued internal feedback can be taken into account, even if it comes from a person who is comparatively lower in the marketing hierarchy. What this does is not only creates a space of transparent collaboration, but it values what’s better that’d hit the marketing goals, driving higher customer engagement.
A marketing department should function in a way that all of its key metrics can be gauged. For instance, how a campaign is working out in terms of customer engagement, how the team is handling a project timeline, whether or not the team is sticking to its commitments, etc.
Customer value and experience should influence the dynamics of a marketing team. The team should have sessions on customer engagement and campaign performance as frequently as possible. Gauging these metrics helps the team spot areas of improvement and respond to them with agility. Also, agile marketing focuses on the overall output and performance of a team rather than measuring individual team members’ outcomes.
Agile stands for flexibility, so in the context of marketing, agility refers to having plans while also having scope for changes. The marketing strategies are continuously evaluated to check if they are yielding the required results and if not, they are tweaked as necessary. This creates the space to take in customer feedback and even allows the marketing team to experiment with new and innovative ways rather than blindly following a sketched plan. As long as something brings results to the table, it should be encouraged, even if it’s something not included in the first place.
It’s very critical that marketing leaders shift their attention from attaining perfectionism to what’s decent and sufficient. This, again, should not be confused with a lack of experimental mindset and coming up with crappy campaigns; instead, it refers to finding the point where marketers are satisfied with their efforts while simultaneously delivering value to the customers in a timely manner. It shouldn’t be like the marketing team is wasting months to shine a campaign like a diamond while rival companies are stealing away your customers.
So, by now, it’s clear that agile marketing is about achieving marketing and business outcomes at the end of the day, not about hitting deadlines. If that means something needs to be changed in a campaign at the last minute, that’s okay too.
By Arko Chandra
Published on 16th, Nov, 2022
Transitioning from conventional marketing to an agile approach is an affair that brings about changes in the day-to-day activities of a marketing team. Value for customers takes the front seat in everything the team does, and it’s more about focusing on the outcomes instead of the process and rules.
Let’s dive a little deeper into agile marketing and see how the value-based approach fits into the same.
Even if a prospect doesn’t convert into a lead for your funnel, you can ask for their feedback and use it to tweak your marketing strategies on the go. Feedback and reviews from a diverse customer base help you identify the subtle weak spots that may otherwise go unnoticed.
Here the most important thing is to create an environment where feedback is welcomed, not criticized. That way, even valued internal feedback can be taken into account, even if it comes from a person who is comparatively lower in the marketing hierarchy. What this does is not only creates a space of transparent collaboration, but it values what’s better that’d hit the marketing goals, driving higher customer engagement.
A marketing department should function in a way that all of its key metrics can be gauged. For instance, how a campaign is working out in terms of customer engagement, how the team is handling a project timeline, whether or not the team is sticking to its commitments, etc.
Customer value and experience should influence the dynamics of a marketing team. The team should have sessions on customer engagement and campaign performance as frequently as possible. Gauging these metrics helps the team spot areas of improvement and respond to them with agility. Also, agile marketing focuses on the overall output and performance of a team rather than measuring individual team members’ outcomes.
Agile stands for flexibility, so in the context of marketing, agility refers to having plans while also having scope for changes. The marketing strategies are continuously evaluated to check if they are yielding the required results and if not, they are tweaked as necessary. This creates the space to take in customer feedback and even allows the marketing team to experiment with new and innovative ways rather than blindly following a sketched plan. As long as something brings results to the table, it should be encouraged, even if it’s something not included in the first place.
It’s very critical that marketing leaders shift their attention from attaining perfectionism to what’s decent and sufficient. This, again, should not be confused with a lack of experimental mindset and coming up with crappy campaigns; instead, it refers to finding the point where marketers are satisfied with their efforts while simultaneously delivering value to the customers in a timely manner. It shouldn’t be like the marketing team is wasting months to shine a campaign like a diamond while rival companies are stealing away your customers.
So, by now, it’s clear that agile marketing is about achieving marketing and business outcomes at the end of the day, not about hitting deadlines. If that means something needs to be changed in a campaign at the last minute, that’s okay too.
