Businesses in both the B2B and B2C arenas are demanding that marketing keep up with a world that never stops changing. Today, no one can wait weeks to create new content or months to build and release websites anymore. That’s where Agile Marketing comes in.
Marsden Marketing founder and principal Anne Marsden discussed Agile Marketing, its foundation and use during today’s meeting of the Kettering Executive Network, Atlanta’s premier business network. Available to senior leaders by invitation only, Kettering offers educational and networking opportunities for members through weekly meetings, social events, community involvement and special interest groups.
Agile Marketing borrows from software development to help companies adapt and respond more quickly, as the needs and interests of prospects and customers evolve. Instead of developing deliverables in a traditional, linear fashion, Agile marketers conduct a series of sprints and review, adjust and reprioritize work based on results. Agile is a data-driven approach to marketing prioritization and rapid adjustments.
“We’re in the initial stages of establishing an Agile approach to key aspects of our work and services, and are embracing the challenge and fun of the change,” Marsden said. “We have a core tenet of ‘Fail Fast,’ which means to be fearless, to take calculated risks to improve performance, to use data to measure what’s working and to quickly adjust. We’re looking forward to continuing to expand the ways in which we are Agile.”
If you’re interested in learning more, download “Developing an Agile Approach: Why Adaptability Will Be Key for Competitive Marketing in 2017.” And if you’re looking to get more Agile, drop us an email or give us a call at 678-369-0019.
