In an over-crowded B2B market, it is time to cut through the clutter and drive real lead generation results.
Here are 5 ways technology companies can implement Agile Marketing campaign to generate B2B leads, increase market share drive real, actionable results.
Working with technology businesses has taught us that speed is essential. The problem is that while tech companies move fast, their marketing messages can’t always keep up. Here’s the disconnect: Traditional marketing campaigns take weeks – often months – to plan and develop. The roll-out or execution is slow, and the focus is on ‘going big’. Then it takes another few months to evaluate the campaign, determining what worked or didn’t work.
We’ve found that too many companies don’t take the time to step back and really determine the objectives of a marketing campaign. Vanity wants big billboards and to see your branding everywhere. But at the end of the day, if you aren’t generating hot leads, what is the value of a campaign?
How can tech companies that are focused on generating leads and increasing their market share cut through the clutter and drive real, actionable results? At Digital Kungfu, we’ve found the answer lies in looking to the tech world, and not traditional marketing, for a new solution.
The Case for Agile
The idea to develop an Agile Marketing methodology for our clients started to take shape while we were in New York, working with one of our international clients, a financial artificial intelligence (AI) firm, ForwardLane. We were shooting a Netflix-style series as part of their marketing campaign, and we quickly realized just how important speed-to-market is for technology-driven businesses with innovative products – not just in terms of their products, but their messaging as well.
The challenge is that while tech companies operate according to Agile processes, their marketing suppliers often do not. What happens when you’re working according to quick, agile timelines, but your key partners aren’t? More importantly, from a marketing perspective, what happens if your product is in the market, but your marketing message isn’t because it can’t keep pace with the rest of the business?
Maximising Return on Investment (ROI)
We realized that as an agile business ourselves, this was a problem we could solve. We just needed to figure out how to apply everything we knew about the Agile Methodology to marketing. Agile software development values rapid iterations over following a big, unchangeable plan. Its core ideals are testing and data over opinions and conventions. When applied to marketing, this approach enables us to test specific narratives and messaging themes in market to understand what works best in terms of specific products, services and messaging, in very specific customer verticals and communication channels.
Once we see what’s working, we amplify the story through branded content and maximise ROI and performance for our clients. The key is that you have to be committed to speed, agility, and running with what is proven to work rather than holding onto messaging because you’re in love with it
5 ways to develop your own Agile marketing campaign
So, how do you get started with your own Agile marketing process?