Marketing agile: adapting software development principles to the success of campaigns
Marketing agile: adapting software development principles to the success of campaigns
Agile marketing transforms the way campaigns are designed and executed. Inspired by methodologies of , this approach is based on short cycles, data analysis, and increased reactivity. Here's what you need to know:
- What is agile marketing?
A collaborative and flexible method that favors short sprints, self-organization, and real-time adjustments to achieve measurable results.
- Why adopt it?
Marketing teams increase their productivity by 50% and quadruple their launches using this method. In Switzerland, agile companies show a 37% higher growth compared to their competitors.
Key methods:
- Scrum: Short cycles to prioritize tasks and adjust campaigns quickly.
- Kanban: Visual tracking to streamline processes and reduce blockages.
- Cross-functional teams: Collaboration between departments for quick decisions focused on customer needs.
Recommended tools:
- Trello: Simple and visual, perfect for small teams.
- Jira: Ideal for complex projects requiring advanced features.
In Switzerland, agility is particularly useful for managing linguistic diversity and local specificities while respecting strict regulations. With this method, companies can launch campaigns faster, better meet consumer expectations, and maximize their return on investment.
How to Improve Client Campaigns With Agile Marketing Strategies
Fundamental Agile Methods for Marketing
Scrum and Campaign Management by Sprints
Scrum is based on sprints, short cycles of 1 to 4 weeks, which allow projects to be broken down into smaller, more manageable tasks, while promoting collaboration and adaptability. During sprint planning, the marketing team selects priority tasks from a global backlog to create a more focused sprint backlog. A sprint goal is defined to focus efforts on a specific priority. For example, Growth Method used Scrum to launch a new feature, focusing on creating a landing page and a blog article in two weeks. Daily stand-up meetings allow for quick plan adjustments. At the end of each sprint, reviews and retrospectives gather feedback and identify areas for improvement. Through this iterative approach, Growth Method adjusted its strategy based on feedback, leading to more successful campaigns and a successful launch.
Kanban for Visual Campaign Tracking
In addition to Scrum, the Kanban method offers a visual and flexible alternative. It helps marketing teams collaborate better and adapt to market changes through visual boards. By limiting work in progress (WIP), Kanban improves workload management and reduces interruptions. This method is particularly effective in identifying blockages, eliminating unnecessary tasks, and avoiding team burnout. A digital marketing agency, for example, used Kanban to manage content creation, ad design, and campaign analysis, reducing project execution time by 30%. Spotify illustrates this approach well: its Operations team adopted Kanban to better manage interruptions and balance priorities. By using visual boards, they streamlined their workflow and increased productivity. As David Anderson explains, "Kanban gives permission in the market to create a custom process optimized for a specific context. Kanban gives people permission to think for themselves... You have permission to try Kanban. You have permission to modify your process. You have permission to be different. Your situation is unique, and you deserve to develop a unique, tailored, and optimized process definition for your domain."
Cross-Functional Teams: Enhanced Collaboration
Cross-functional teams, composed of members with diverse skills, are essential for accelerating decision-making and designing customer-centric solutions. Thanks to agility, these teams can collaborate smoothly and deliver value continuously, even in the face of unforeseen circumstances. For example, a global manufacturing company restructured its teams cross-functionally after agile training, reducing product launch time by 40%. Craig Lauchlan, an agility expert, emphasizes the importance of this mindset: "There is a leadership mindset that you must rally around - that of the servant-leader - which means you give up command and control and are open-minded. The servant-leader's job is to remove obstacles and create flow."
This approach promotes open communication and shared goals. At Procter & Gamble (P&G), cross-functional teams integrate research and development, marketing, and supply chain, relying on AI-driven data to react quickly to market changes. However, it is important to note that only 25% of cross-functional teams operate effectively, highlighting the importance of appropriate leadership and thoughtful implementation.
By combining these agile methodologies, marketing teams can build more dynamic campaigns tailored to the changing needs of the market.
Setting Up Agile Workflows in Marketing Campaigns
Adopting agile workflows can transform how marketing campaigns are planned, executed, and adjusted. By leveraging methods like Scrum, Kanban, and multidisciplinary teams, these approaches enable Swiss companies to quickly respond to market changes while maintaining a high level of quality.
Iterative Campaign Planning
Iterative planning replaces rigid approaches with short and flexible cycles called sprints. It all starts with defining specific and measurable goals, followed by assembling teams with members from different departments (marketing, sales, product development, customer service). Marketing campaigns are then divided into sprints of 1 to 4 weeks. This cyclical process - including planning, design, execution, evaluation, and improvement - allows for rapid integration of stakeholder feedback. For example, a B2B software company saw impressive results after adopting this method: a 35% increase in qualified leads, a 28% increase in conversion rates, and a 42% growth in revenue in just three months.
Daily Stand-Ups and Retrospectives
Daily stand-up meetings, lasting a maximum of 15 minutes, play a key role in agile communication. They allow team members to synchronize their efforts and quickly resolve obstacles. During these meetings, each participant answers three simple questions: what did they work on yesterday, what is their priority today, and what are the potential blockers. A concrete example is the Jira Service Management team, split between San Francisco and Sydney. To accommodate different time zones, their stand-up takes place at 3:30 PM San Francisco time.
Retrospectives, held at the end of each sprint, provide a valuable opportunity to analyze what worked well and identify areas for improvement. These sessions also allow for adjusting priorities based on feedback and goals. By combining daily stand-ups with retrospectives, teams can refine their understanding of the customer journey using tools like user stories.
Using User Stories to Map Customer Journeys
User stories are a powerful tool to help marketing teams better understand and respond to customer expectations. They break down the customer journey into prioritized steps, facilitating structured collaboration among team members. This approach helps share product manager knowledge with the entire group, ensuring a common vision of the user journey. The classic user story format follows this structure: "As a [user], I want [action] so that [benefit]." Taking an example in the e-commerce sector: key steps like "Browsing products," "Adding to cart," and "Completing payment" can be detailed with specific tasks such as "Filter by category," "Apply a discount code," or "Choose payment method." This method helps teams visualize the entire customer journey, identify improvement opportunities, and effectively prioritize features to develop for a better user experience.
Tools and Platforms for Agile Marketing
To turn agile marketing into tangible results, choosing the right tools is essential. These platforms streamline processes, improve communication, and leverage data for quick and effective adjustments.
"The right tool facilitates visual workflows, communication, and data-driven feedback loops." - Public Media Solution
Trello and Jira: Pillars for Agile Campaign Management
Trello (CHF 4.60 for Standard version, CHF 9.20 for Premium version) is an intuitive platform that uses Kanban boards. It is ideal for small and medium teams looking for a simple and visual solution. On the other hand, Jira (CHF 6.90 for Standard version, CHF 12.40 for Premium version) offers more advanced features, particularly suitable for technical marketing teams and complex projects. In March 2023, Goodmeetings decided to replace Jira with DevRev to address data consistency issues. Alok Mishra, co-founder of Goodmeetings, shared his
