What is Agile Marketing? Answers From Around the Web

July 28, 2020 Manar Asaya

What is Agile Marketing

The buzz around Agile Marketing has been growing since a group of forward-thinking marketers gathered in San Francisco in 2012 and wrote the Agile Marketing Manifesto. If you are unfamiliar with what Agile Marketing is, whether it’s a fit for your team or if it’s beneficial for your organization, keep reading. Here are some interesting definitions and concepts from around the web:

Agile Marketing is “a project management framework that borrows the principles of agile software development and applies it to a marketing context. It achieves this by streamlining team structure, communication, processes, and workflows to maximize efficiency without sacrificing quality”. Co Schedule
The seven values created by the Agile Marketing Manifesto are:

1. Validated learning over opinions and conventions.

2. Customer focused collaboration over silos and hierarchy.

3. Adaptive and iterative campaigns over Big-Bang campaigns.

4. The process of customer discovery over static prediction.

5. Flexible vs. rigid planning.

6. Responding to change over following a plan.

7. Many small experiments over a few large bets.

“Each department will find the precise Agile format that works best for them” according to Workfront, but an Agile marketing implementation will have these four features in some form - Sprints, Stand up meetings, Board to track project progress, and Teamwork.
According to Agile Sherpas, the benefits that Agile teams provide are spectacular:
- Transparency and visibility into their work throughout the development process.
- Predictable costs and schedule rather than ever-expanding scopes and timelines.
- Adaptation to changes in the market and business goals.
- Higher quality products with fewer bugs and defects.
- Agile Marketing differs from Traditional Marketing in four main tactics: “faced-paced, rapidly iterative, collaborative, and driven by testing and analytics”- Business 2 Community.
- There are simple ways in which anyone can start using agile by following three easy steps according to Andrea Fryrear at Marketing Insider Group:
  - Build a Backlog: This is a strictly prioritized to-do list that you (or your team) will use to identify the highest value work to do next.
  - Visualize Your Work: In other words, build a kanban board. If it’s just for you as an individual, start with “To Do, Doing, Done” as your columns.
  - Set WIP Limits: Create some hard limits on how much you can work on at a given time.

Over the past decade, many traditional marketing leaders at companies like IBM, Spotify, 3M, and Google have moved into the agile framework and many more are in the process of transitioning. The results in doing better work more quickly with fewer missed deadlines was the main drive, who wouldn’t want to achieve that?

We are proud to be Agile Certified Professionals by the International Consortium for Agile (ICAgile), it’s in our DNA! We help our clients get started on their journey.

If you are considering to take a step into the agile world, our Agile Marketing Planning workshops is a great way to help you refocus your team.

Source

About the Author

Manar Asaya a Sr. Marketing Manager at Tegrita. With over a decade of global marketing experience, Manar specializes in setting marketing strategies and initiatives across various industries. She received her MBA from Heriot Watt University - Edinburgh Business School in the UK. Her experience has spanned between traditional to modern marketing and she believes in the power of effective content marketing.

What is Agile Marketing? Answers From Around the Web

About the Author

Previous Article

Next Article

What is Agile Marketing? Answers From Around the Web

About the Author

Previous Article

Next Article

Most Recent Articles

If you’re pouring money into lead generation but still falling short of revenue targets, your conversion rates are likely to blame. And here’s the hard truth: you’re probably overlooking the most...

When it comes to evaluating your email marketing performance, there’s value in both industry benchmarks and your own internal metrics. Industry benchmarks help you get a sense of what’s happening...

You’ve spent millions driving awareness at the top of your funnel, and your sales team is working hard to close deals at the bottom. But if your middle funnel isn’t optimized, you’re wasting time,...

TL;DR If your data is siloed, inconsistent, or just plain messy, no automation tool will be able to save you. The middle of the funnel is often overlooked but crucial for connecting your lead...

In this blog, we delve into two sophisticated Eloqua Insight capabilities that might be new additions to your toolkit– Bins and Calculated Measures. These advanced features empower you to...

The Cost of Diluted ToFu Efforts Think about your marketing spend. You’re likely investing heavily at the Top of the Funnel (ToFu) — ads, search, social, content — to generate...

Early in my career, I worked for a successful business owner in Dallas, TX, who ran a direct mail print shop. During one of our conversations about new initiatives, he casually remarked, “You’ve...

Discover why relying on 'Sales Heroes' is unsustainable for long-term success and how focusing on the Middle of the Funnel (MoFu) can align your sales and marketing teams for scalable, predictable...

Tegrita's 10th Anniversary: A decade of growth, innovation, and shaping the future of email marketing. Join our celebration and journey through our story!

Tegrita launches Email Flight Management (EFM), a framework set to optimize email marketing results, propelling businesses to new heights of success.

On The Channel CRO Podcast [It's What You Do] Kathleen, Des and Brandi Starr discuss integrating sales, marketing, and technology and how this is essential for businesses to thrive.

Segments are one of the most important asset types found in Eloqua. This article describes the basic tools and logic you’ll need to use to define a segment.

On Rebel Intrapreneur podcast, Episode 45, Bill and Brandi discuss how the CMO is best positioned to become the CRO.

Email marketing optimization takes thoughtful planning, followed by seamless execution. Achieve this and more through Tegrita's Email Flight Management (EFM).

On Spamming Zero Episode 51, James and Brandi discuss How To Conquer Communications In Marketing Operations.

Listen to host Greg Ballard and CRO of Tegrita, Rolly Keenan discuss the significance in the joy of winning and how hard it is to grow revenue when your Ops foundation is not up to par.

If you are CMO looking to advance your career, here are five potential next steps to help you achieve this shared by CMOs on the Revenue Rehab couch.

Email is the backbone of any effective marketing strategy. This article discusses do's and don'ts of creating an effective email strategy.

Brandi, COO of Tegrita joins Frank and Jim on the Marketing Agility Podcast to share how they leverage Agile in their work and with clients.

Email marketing, when done right, can be a highly effective medium to reach your target audience. Let's explore the role of email in a successful digital mix.