Blurb: The question all technology companies should be asking this year is, ‘what if marketing programmes could generate 40% more leads?’
Since Agile innovation methods revolutionized the information technology landscape almost three decades ago, the methodology has slowly spread into other business disciplines, from HR strategies to marketing.
The Harvard Business Review lists improved quality and speed to market, boosted motivation and increased productivity levels of IT teams as key success factors of the Agile Methodology. The question becomes, how can these same success factors be applied to other departments?
Consider the possibilities. What if an organisation could achieve positive returns with 60% more of its new products? What if marketing programmes could generate 40% more leads?
Since lead generation should be the ultimate end-game of all marketing activities, Agile Marketing offers an unprecedented opportunity to maximise marketing ROI and drive results.
Identify and adapt to customer needs
Here’s the reality of the technology landscape: Innovative technologies are launched faster than anyone can forecast, making it almost impossible to determine what new trends could emerge during a campaign – or worse – before you even manage to launch.
How familiar does this scenario sound: A telecoms company wants to see how customers will respond to a new email offer. Step one is compiling a mailing list, followed by writing the copy, designing the mail, iterating both, checking the list, copy and design with legal multiple times, and then sending everything for approvals. Eight weeks later, the marketing team is ready to launch its new email offer. In a world where you have only seconds to capture a browser’s attention, spending eight weeks on a mailer borders irrelevance, particularly in the digital and tech space.
The solution is an Agile Marketing campaign. The Harvard Business Review recommends three key components to effectively embracing Agile in your marketing efforts.
Following an outline doesn’t mean that you shouldn’t draw on customer research. Data is critical to the process. However, you need to leave room for growth. Map out your starting point in as much detail as you want, just make sure your plans are easy to adjust based on how well the first milestones in your campaign perform.
The more you’re able to test your marketing messages and then adjust them, the higher your chances of delivering a message that resonates with your customers. You need to be responsive, quickly ditching what doesn’t work and doubling down on what does. That’s what generates leads and maximises market share.
Agile in Action
The Agile Marketing methodology follows the same principles as Agile Software Development, and therefore shares the same values. These include:
Ultimately, Agile Marketing is focused on speed, predictability, transparency and adaptability to change. If you can embrace – and implement – these values, you can harness the power of Agile Marketing (and its lead generation results) in your business.