Digital Kungfu

Agile Marketing

The key to staying Agile in Marketing

Most – if not all – technology businesses follow some form of Agile methodology in their business processes.

What we’ve found at Digital Kungfu is that this very seldom translates into marketing efforts. Companies that are innovative, quick to market and embrace customer feedback loops don’t follow the same processes in their marketing efforts, and the result is that their messaging is either too slow to market and therefore irrelevant, or gets lost in a sea of competitors.

Bain & Co has unpacked the conditions that make Agile suitable for an organisation to embrace. 

You will notice how well the favourable conditions suit a technology environment, where speed is of the essence – customer preferences or solution needs change frequently; problems are complex and solutions are unknown; time to market is important and incremental changes have value – technology businesses live and die by these principles. 

Imagine what could be achieved if marketing campaigns followed the same Agile methodology? Marketing would actually be in-step with the rest of the business.

Speed to market

Ultimately, Agile Marketing is all about taking a large, complex problem or message, and breaking it up into phases. The process needs to be rapid, and it requires tight feedback loops in order to be effective.

You also need to integrate your solutions into a coherent whole. Ensure your entire team (from marketing across the organisation all the way up to senior management) places more value on adapting to change than on sticking to a plan, and ensure everyone holds themselves accountable for clear outcomes, not outputs.

Remember, the whole point of Agile is to increase speed. According to a McKinsey insights report on Agile Marketing, Agile radically increases the speed of a company’s marketing efforts. Organisations that formerly took multiple weeks or even months to get a good idea translated into an offer fielded to customers find that after they adopt agile marketing practices, they can do it in less than two weeks.

That’s the goal – speed to market, and then the tight feedback loops we’ve highlighted to ensure you are responding to customer feedback, honing your message and then amplifying it to the right channels.

Getting started with an Agile Marketing framework

McKinsey offers a framework for how an agile team works. Following these four steps will get you into market quickly and effectively, while feedback loops will allow you to test your message and respond to your market. You goal is to cut through the clutter and be heard. 

The only way to do that effectively is at speed, and by knowing what your target market responds to.

1. Analyze the data to identify your opportunities

Begin by developing insights based on targeted analytics. These need to identify customer and prospect pain points, issues, or opportunities.

From a team perspective, hold a daily stand-up each morning in which team members gives a quick report on what they accomplished the day before and what they plan to do today. This powerful practice imposes accountability, as it involves daily promises that are reported on the following day.

2. Design and prioritise tests

For each identified opportunity or issue, develop ideas around how to improve the experience for customers and ways to test those ideas.

You need to define key performance indicators (KPIs) for each set of collateral you’re seeding into the market. Once a list of potential tests has been generated, prioritize what you will focus on first based on two criteria: Potential business impact and ease of implementation. Test these immediately.

3. Run tests

Run tests in one- to two-week ‘sprints’ to validate whether the proposed approaches are working.

For example, does changing a call to action or an offer for a particular segment result in more customers completing a form capturing their contact details? What content is your target market engaging with? Where should you be placing more emphasis or effort?

4. Iterate ideas based on results

Ensure you quickly and effectively report on the performance of each test. Hold review sessions to go over test findings and decide how to scale the tests that yield promising results, adapt to feedback, and kill off those that aren’t working.

In the news

Digital Kungfu - Expands into the UK

After generating sales qualified leads in excess of £12 million in under 12 months for its clients in Africa, Digital Kungfu is launching in the UK.

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1. Analyze the data to identify your opportunities

Begin by developing insights based on targeted analytics. These need to identify customer and prospect pain points, issues, or opportunities.

From a team perspective, hold a daily stand-up each morning in which team members gives a quick report on what they accomplished the day before and what they plan to do today. This powerful practice imposes accountability, as it involves daily promises that are reported on the following day.

2. Design and prioritise tests

For each identified opportunity or issue, develop ideas around how to improve the experience for customers and ways to test those ideas.

You need to define key performance indicators (KPIs) for each set of collateral you’re seeding into the market. Once a list of potential tests has been generated, prioritize what you will focus on first based on two criteria: Potential business impact and ease of implementation. Test these immediately.

Digital Kungfu - The key to staying Agile in Marketing

3. Run tests

Run tests in one- to two-week ‘sprints’ to validate whether the proposed approaches are working.

For example, does changing a call to action or an offer for a particular segment result in more customers completing a form capturing their contact details? What content is your target market engaging with? Where should you be placing more emphasis or effort?

4. Iterate ideas based on results

Ensure you quickly and effectively report on the performance of each test. Hold review sessions to go over test findings and decide how to scale the tests that yield promising results, adapt to feedback, and kill off those that aren’t working.

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