Digital Kungfu

Agile Marketing

Turn customer experience into a competitive advantage

To paraphrase the great Peter Drucker: Business has only two functions – marketing and innovation. The problem is that while many technology businesses are highly innovative, in many respects, marketing hasn’t kept up.

Roland Smart, author of The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage, isn’t the first person to suggest that engineering your customer’s experience with your marketing material will give you an enormous competitive advantage.

In fact, there’s an entire movement supporting Agile Marketing methodologies, and yet so few companies really understand how to embrace Agile Marketing.

React quickly and stay relevant

Here’s the problem. Traditionally, marketing campaigns have been planned and produced from start to finish, in extreme detail.

There are two key flaws in this process. First, it’s slow. Very, very slow. By the time you take your campaign to market your original messaging is irrelevant – particularly for technology businesses and the pace that their markets shift and change.

Second, this process ignores the most important person in the campaign: Your customer. 

Let’s consider for a moment why software and technology companies are focused on getting a minimum viable product into the market as quickly as possible. Lean Start-Up and Agile methodologies have taught us that Your product doesn’t need to perfect to launch – in fact, the faster the better.

Reid Hoffman, founder of LinkedIn, has famously said that if you aren’t embarrassed by the first version of your product, you’ve launched to late. 

 His lesson is simple. You need to iterate fast and release often. You need to test your product in real markets, gather customer feedback and then shape and adjust your offering based on that real-world feedback.

And yet marketing does the opposite. Traditional campaigns work in a vacuum, launch big and then can’t iterate because the entire campaign is preplanned.

The customer, what they think of the messaging, how they react to it, what it means to them and their next steps as a result of the campaign are all irrelevant, because there are no mechanisms in place to test what the customer thinks and then to adjust the messaging as a result – all at speed.

Slow kills

Agile Marketing Coach Jim Ewel says that in business, slowness kills. Companies that are slow to respond to competitive threats, customer complaints, or to change when something isn’t working, fail.

Agile Marketing addresses this need for speed – weekly ‘sprints’ keep teams focused, fast, and ensure that everything that’s been done that week – by the team and seeded into the market – is reviewed and then responded to. Its all about testing your message, seeing how customers respond and then tweaking what you’re doing based on tight feedback loops.

If we consider that more than half of the buyer’s journey today is typically completed before the buyer even reaches out to sales to an organisation, then the challenge for marketing is to capture that attention while the customer is researching solutions to their specific challenges.

Getting your messaging right and ensuring it’s compelling and relevant is essential – and the only way that you can know if you’re reaching your target audience and if they’re resonating with what you’re saying is through an Agile approach.

Customer-centricity for the win

The challenge for marketers is to manage and influence that first leg of the buyer’s journey. If marketers don’t deliver experiences for the self-directed buyer (which is more than 70% of all buyers), their companies will lose out to those companies that do. 

Agile gives you the tools to understand customers like never before, allowing you to deliver the right message, via the right channel, at the right time to the right prospects. You just have to be willing to forget old marketing processes and embrace the idea of speed, getting to market quickly, instead of once everything is perfect, and then testing your messaging.

One final piece of advice:  

You want to demonstrate that you understand their pain and their needs and then present your solution. How well you do this will be clear in how well your targeted audience responds to your messaging.

The good news is that with an Agile approach, if your message isn’t landing, you can quickly and effectively tweak your messaging and get it back into the market.

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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Slow kills

Agile Marketing Coach Jim Ewel says that in business, slowness kills. Companies that are slow to respond to competitive threats, customer complaints, or to change when something isn’t working, fail.

Agile Marketing addresses this need for speed – weekly ‘sprints’ keep teams focused, fast, and ensure that everything that’s been done that week – by the team and seeded into the market – is reviewed and then responded to. Its all about testing your message, seeing how customers respond and then tweaking what you’re doing based on tight feedback loops.

If we consider that more than half of the buyer’s journey today is typically completed before the buyer even reaches out to sales to an organisation, then the challenge for marketing is to capture that attention while the customer is researching solutions to their specific challenges.

Getting your messaging right and ensuring it’s compelling and relevant is essential – and the only way that you can know if you’re reaching your target audience and if they’re resonating with what you’re saying is through an Agile approach.

Digital Kungfu - Turn customer experience into a competitive advantage

Customer-centricity for the win

The challenge for marketers is to manage and influence that first leg of the buyer’s journey. If marketers don’t deliver experiences for the self-directed buyer (which is more than 70% of all buyers), their companies will lose out to those companies that do. 

Agile gives you the tools to understand customers like never before, allowing you to deliver the right message, via the right channel, at the right time to the right prospects. You just have to be willing to forget old marketing processes and embrace the idea of speed, getting to market quickly, instead of once everything is perfect, and then testing your messaging.

One final piece of advice:  

You want to demonstrate that you understand their pain and their needs and then present your solution. How well you do this will be clear in how well your targeted audience responds to your messaging.

The good news is that with an Agile approach, if your message isn’t landing, you can quickly and effectively tweak your messaging and get it back into the market.

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