Agile Marketing

Recap of Inbound Marketing Summit 2013

Happy Fall! What a beautiful time of year with the beautiful colored leaves on the ground, the aroma of pumpkin spiced coffee at Dunkin Donuts, lots and lots of apple picking, and of course the annual Inbound Marketing Summit at the Hynes Convention Center in Boston! Nowspeed had a wonderful time both exhibiting and speaking at the event last week (October 16th and 17th) and met a lot of intelligent marketers looking to increase the ROI of their marketing programs.

David Reske, owner and President of Nowspeed presented on 5 important steps marketers must take to achieve successful agile marketing and answered some of the 935980_811964145503_139676472_nfollowing questions:

  • Isn’t Agile just the marketing buzzword of the day? Who wouldn’t say that they are agile or quick?
  • Why does marketing need to change to become Agile now? What’s happening in the marketplace that’s driving this?
  • Have you had any experiences with clients that show the need for Agile marketing?
  • How do the marketing managers in the audience make this happen in their companies?
  • Where does it work best in Inbound Marketing? Search? Social? Websites?

David made a clear point that if marketers do not take advantage of agile marketing then they will become stale and not progress in today’s ever-changing marketing world. To view more photos of the event, please visit our Facebook page:

Or if you’d like to visit our website and get free access to 6 of our highly rated marketing white papers, please click here.


How to Create an Agile Marketing Organization

According to the Gartner Group, US companies now spend an average of 2.5% of their revenue on digital marketing, which is growing by about 10% a year. And some marketing programs, such as social media and mobile marketing are growing at 20-30% annually. For many companies, leveraging digital marketing and achieving marketing success has been difficult due to the complexity and rapid evolution of these marketing programs.

A new marketing framework called “Agile Marketing” can help you deal with this complexity, adapt to change, accelerate your programs and accelerate your results.

Here are 5 steps to creating an Agile Digital Marketing Organization.

Step Number 1 – Create a New Customer Relationship

Today, it’s not good enough to have a single, simple view of the customer that does not change.  You need to create a more detailed, fluid and nuanced view of the customer and then organize this view into user stories to make sure everything you do, and every project is based on a customer need.  Once you have this, it’s important to keep it current by listening to real feedback in online conversations from social media so that you can stay on track.

Step Number 2 – Create a New Planning Process and Iterative Release Process

Agile Marketing has a bias toward action.  You cannot get by with a fixed annual plan or a long term ad budget.   You can, of course, plan to use all the best digital marketing tools, such as your Website, SEO, SEM, and Social Media, but hold some of your budget in reserve and reallocate monthly to back what works best. A 70/20/10 allocation is a good benchmark, with 70% on existing marketing, 20% on programmatic marketing and 10% responsive. It is also helpful to plan to release marketing programs every 2-4 weeks and measure the results.

Step Number 3 – Create a New Decision-Making Framework

In many organizations, the loudest person in the room with the most conventional wisdom drives the agenda. In an Agile Marketing organization, the metrics and the data drives the actions, not the other way around.  My philosophy is that everyone has an opinion once, and then we test.  It’s critical to create a test plan on campaigns and content so that you can improve and document results.

Step Number 4 – Create New Integrated Marketing Goals

Agile Marketing organizations create marketing plans that are integrated with sales plan and aligned with team goals, not functions or technology.  One way to do this is to organize around marketing program goals such as driving traffic, converting traffic and nurturing leads.  Driving traffic can include advertising, SEO, SEM, or banner ads.  Converting traffic to leads can include your website, landing pages, offers, and content.  Nurturing leads to become customers can include email marketing automation, social media, and re-marketing.  Integrated cross-functional teams will help you stay aligned with your goals.

Step Number 5 – Create a New Cross-Functional Team Structure to Get Things Done.

Small teams emphasize person to person interaction to cut down on lengthy documentation and emails.  Agile Software Development has given us two key ideas to help in this area.  The first idea is “Sprints”,  where you break down big projects in to monthly or weekly sprints, so you can deliver projects frequently.  The second idea is the “Scrum” which is a daily 15 minute stand-up meeting to report on what you did yesterday, what you will do today and any obstacles. By simplifying your process and giving the team more control, you empower your people to deliver great results.

I hope this has helped you think about Agile Marketing in a different way.  Let me know if you have questions or if we can help you with any of your digital marketing programs.