Marketing Tag

With nearly half of our clients running an enterprise in-house marketing agency, we get to work with a lot of strategic marketing leaders. While no martech stack or processes look identical, I often hear these three questions: 

  • How can we accelerate marketing and sales?
  • How can we see what content is working best? 
  • What’s the best way to prove marketing value to sales?

 

In this three-part blog series, I’ll address each one of these topics. 

How can we accelerate marketing and sales in a new remote work environment? 

In these Covid-19 times, my clients are seeing even more pressure to accelerate marketing content production while strongly contributing to sales. Finding ways to leverage strategic technology is often the answer. Many of our clients are relying on Seismic, an industry-leading marketing and sales enablement platform, because of these key enabling factors: 

  1. One place for approved, curated content
  2. Recommended content based on audience and popularity
  3. Ability to quickly and easily personalize with variable content
  4. Content tied to CRM shows marketing influence on sales
  5. Metrics on content shows what is being used, what works and what no one ever used, enabling companies to reallocate or reduce marketing spend

 

Financial Services Use Case: 

One large financial services company is enabling their sales team to request digital sales materials, personalize them, and then send using Seismic to track engagement. By leveraging Seismic, the sales team can view content activity across sales stages and how it is impacting deals. It provides visibility into how this content in each deal stage performs by creator, user, documents, group, and even close date. 

What is the benefit of this process? 

  • Both sellers and marketers can see what content is performing best throughout different phases of a sales cycle and then adjust and swap content accordingly. 
  • Delivering the right message at the right time is critical within the sales process to create buyer confidence and to drive relevant conversations. 
  • Being able to access a platform that recommends content automatically based on audience helps drive a smoother sales cycle and keeps buyers engaged the entire time. 

 

Even better – sellers can use this content confidently knowing that it is pre-approved with the latest marketing messaging. They never have to skip a beat or waste their time finding the appropriate content for their sales opportunities ever again. 

In our next blog – we’ll bring to light how to tell what content is working best and where to find it.  

To learn more about how to leverage the LeapPoint & Seismic partnership, click here.

If you are struggling with your Aprimo solution, you’re not alone. Of the enterprise organizations that engaged LeapPoint to help resolve their work management challenges, many already had a legacy Aprimo solution in place. 


Here are the Top 5 challenges they are experiencing:

  • User Interface: Aprimo’s user interface isn’t intuitive; non-technical resources find it particularly challenging. 
  • Configuration Limitations: Configuration is difficult and often requires process changes which result in longer release durations, negatively impacts time to value and limits user adoption.
  • System Complexity: Complex work often can’t be effectively managed with Aprimo. Our users remark that many workflows are over-engineered and/or too rigid.
  • Information Storage: The data and in-progress documents related to workflows are neither centrally stored nor easily accessible.
  • Reporting: There is an inability to see the big picture from an operational perspective due to a lack of useful insights from Aprimo reports. As a result, reporting efforts are manual and time-consuming.  

Why choose Workfront as your platform for enterprise work management?

As a result of challenges with Aprimo, here is why organizations are switching to Workfront:

  • Intuitive UI: Workfront offers an intuitive user interface and dynamic functionality which benefits both end-users and system administrators (including iPhone and Android apps) and facilitates collaboration.
  • System Flexibility: Workfront’s flexible configuration capabilities enable organizations to adjust the user experience and enable client-specific processes and approvals. 
  • Storage: Workfront serves as a centralized, operational system of record for information and in-progress documents, including real-time proofing capabilities
  • Interoperability: Workfront provides a seamless integration with Adobe AEM, as well as a number of top enterprise tools and systems (marketing, financial, human resources, productivity, and many more).
  • Analytics & Insights: Advanced reporting and dashboard capabilities by persona provide decision-makers with the analytics and insights they need to make timely and accurate business decisions.

I’m interested in transitioning from Aprimo to Workfront. Where do I begin? 

Start by recognizing that this effort is more than just a tool swap. Successfully improving your work management solution involves driving the transformation of people, processes, data, and technology across your enterprise with minimal impact to your current operations and resources. 

LeapPoint understands Workfront, and we provide services to help you realize the full potential of your platform. The following are the 3 key themes we focus on, to facilitate a smooth and successful transition…

Engaging LeapPoint as your experienced and trusted partner is key to a seamless transition. A a certified Workfront partner since 2014, we bring the valuable direction, expertise, insights, best practices and thought leadership that your organization needs in order to achieve sustainable results.

At LeapPoint, we recognize that your ways of working will continue to grow and evolve over time. That’s why we focus on leveraging a proven methodology to deliver scalable work management solutions all while enabling resources to adopt and adapt Workfront.

 

Why wait? 

Talk to us about making the transition from Aprimo to Workfront.

Understanding the type of DAM that is right for your team can be a challenge. Over the past few years, I have taken on a new role as a consultant. With my creative, marketing/communications, and project management experience, I have a fresh perspective when aiding clients in finding the right tools for their marketing and creative stacks.

Each client I have worked with endures similar challenges when evaluating their tools in their stack. Enterprises face difficulties with having too many tools and creating tools that are too proprietary – limiting growth and integration. They also struggle with user adoption. Picking a new tool for your marketing solution stack is not an easy feat. It is easy to get caught up in the details such as features of the tool while trying to balance buy-in from stakeholders (IT, security, VPs, and end-users), and balancing a budget. So how do you know where to start when you are evaluating Digital Asset Management tools?

 

THE 4 P’S

I have found that the 4 P’s are crucial to not only selecting a tool, but configuring it properly, and ensuring user adoption for long term success.

Understand the PROBLEM you are trying to solve, the PRODUCT you are selecting to solve that problem, the PROCESS for which the organization works, and the PEOPLE that are using the new tool.

Problem

Tools should never be sold – they should always solve. From my experiences in both marketing and creative industries, I have understood the struggles first-hand that users encounter when trying to complete work. The first step to tool selection is establishing the problem you are trying to solve. Are you bogged down by spending time constantly trying to distribute files? Are you struggling to keep the most current files at your fingertips? Do you have too many places where files are stored? By clearly establishing the problem, it will remain a strong focus on selecting a tool that will be adopted long-term.

Product

Selecting a product is not easy. There is a lot to take into consideration when choosing the right product for your team. Keep in mind the identified problems to resolve, without setting technical limitations. While the DAM you select should have all the right features and functions, also consider what other tools you already have in your stack. What integrations are available for the DAM you are selecting? What other groups or teams may want to leverage the DAM in the future?

Considerations of cost are equally as important. Time is money, and the DAM you select should help reduce the overhead hours your team is spending searching, delivering, and modifying assets. Will other teams benefit from the addition of a DAM? Teams should be selecting a tool that can grow with the organization, and that can meet their needs. The bottom line is that the DAM you choose should work for you and your team, not the other way around.

Process

Often the problem comes, not only with a need for a tool but the need for understanding of where in the process each tool should sit. After recently attending a DAM conference with a room full of tools, I could see how attendees were overwhelmed. The challenge with “pitching a solution” is that you need to understand the organization and process first. Organizational assessments are vital in selecting the right DAM. It is essential to first understanding workflows and internal organizational structure to provide an educated recommendation that will meet your organization’s needs. Consider scalability. Selecting a solution that works not only for today but also for growth tomorrow. Naturally, organizations shift and change over time, so the tool implementation must be completed with a full understanding of the potential growth of organization and integration.

People

Understanding the organization from high-level executives, IT, and end-users is key to a successful roll-out. Top-down leadership and messaging is key when rolling out a new tool and will help drive user adoption. The most successful clients I have worked with understand that getting key stakeholders involved from the start will help drive success. However, the other side of the coin is involving end-users at all levels. Involving these users will help create champions among the team to ensure the new tool is well adopted. Get your teams involved upfront in part of the tool selection process, develop clear communication, and have a roll-out plan in place.

 

We would love to learn about where you are in your DAM journey and discover ways we can ensure your continued success. Contact our team of DAM experts today – email us at info@leappoint.com

DAM New York 2019 is now in our rear view mirror and it’s taken some time to fully process the experience. Attending as a sponsor requires a lot of preparation. It’s as if you’re throwing a party, cooking dinner, singing and greeting guests all at the same time. Still, we were excited to learn and collaborate with other DAM enthusiasts. Librarians, archivists, designers and more- we had a great time, met interesting people, learned lots and were absolutely ready to hit the ground running (after a weekend to rest). There’s a lot to unpack but here are a few observations after this event.

Useful AI in DAM is right around the corner

Artificial Intelligence is at the forefront of just about every technology gathering today. Gatherings such as the Henry Stewart DAM event are integral for the development of this cutting edge capability. We heard ups and downs of allowing AI to identify objects and tag content. In my experience, the most successful application is with a touch of machine learning (ML) and a hint of human intervention. The balance between AI/ML and human intervention is going to be a delicate one. A slight error can take the AI into a tailspin of poorly tagged content. Too much human intervention becomes counterproductive. We’re seeing machine learning take large strides to close the gap between what has to be trained and what’s ready ‘out of the box’. I’m excited to see how this technology develops. For now, I see digital workers playing a big role in augmenting the ‘human’ intervention as this application of AI is fine-tuned.

It’s not about the feature, it’s about the result

Yes, I realize my last observation was about a technology feature. At the end of the day, the technology we use is a tool to enable results. It’s a tough idea to completely embrace. Most people who attend a conference on Digital Asset Management are genuinely excited about where the industry is going. We get fixated on every new feature and all of the shiny new objects. This is the kind of passion that makes these events so much fun to attend. It can also be a barrier to adoption. Our users haven’t spent their professional lives understanding the impact of governance on scaling across the enterprise or why metadata matters in your archiving strategy and measuring campaign performance. Instead, our users have their own work to do and their own goals to accomplish. Unless we can show how it impacts the results, each feature is just a button that may end up skipped or worked around.

Governance without adoption is just a bunch of rules

During a panel session, someone asked me about how to actually get your users to buy into your governance model. In fact, this question was asked many different ways throughout the conference. The usual formula for implementing DAM is Scale = Structure + Governance. You figure out how it works on one team, document it and use those steps to bring on the next team. Rinse and repeat until you’ve taken reached every team and it’s instant scale, right? Well, that’s how governance grows. That’s how you grow the rule book. We need people to use the DAM to say we’ve really achieved scale. My response to gaining buy-in was simple: try to avoid saying “you have to”. To some extent, it’s really that simple. In practice, however, it’s much easier said than done. The reasons we face resistance vary greatly between groups and individuals. Sometimes it’s about understanding the bigger picture, other times it’s about enablement or awareness. There’s no hard and fast rule for making sure adoption happen smoothly. It’s a matter of understanding people and managing change. We’ll be exploring this topic in greater depth during a roundtable discussion at DAM Europe next month. I encourage you to stop by and listen to others’ experiences with this very topic.

 

If you won’t be in London or have comments/questions, reach out via LinkedIn or email me at nrashid@leappoint.com

Marketing has dramatically evolved in the last 20 years. The rise of digital marketing and the exponential growth in marketing technology solutions are just a couple of things that have brought a new level of complexity—and power—into the hands of marketers. But, as the saying goes, “With more power comes more responsibility.”

Chief marketing officers and their teams are facing greater expectations to demonstrate results across their organization. Marketing investments are under continued scrutiny and organizations are being tasked to perform at higher levels with the same or fewer resources. The bottom line:  today, marketing organizations must demonstrate steadily increasing ROI while achieving higher levels of innovation, and team and client engagement.

So what?

 

Marketing organizations need to bring their A-Game. They must take steps to evolve their stack, processes, and strategy to keep ahead of the curve – and the competition. Wherever you are in your digital transformation, you should ask yourself:

  • Can you demonstrate how your marketing organization is aligned to the company’s strategy and driving real, measurable value for the enterprise?
  • Do you have the means to communicate full cost and ROI transparency to the CMO and business lines, and drive informed marketing decisions?

 

If you’re not confidently answering “yes” to these questions, here are the six steps you can take to build and bring your marketing A-Game:

 

1. Thoughtfully create your marketing stack

The number of marketing platforms has grown at an exponential rate, and it can be hard to know what the right strategy and tools are for your organization. Assess your current stack with these questions:

  • Can you qualify the value you get from each of your platforms and tools?
  • Are there gaps you can identify within your existing stack?
  • Could you possibly consolidate the number of tools you are using?

 

2. Build integrations

Like most companies, you likely have multiple systems of record. But it’s not effective to plan in one system, execute work in another, and host assets and deploy in others. Your holistic marketing story and accurate ROI reporting are critically important. Power your organization’s collaboration with integrations that seamlessly connect your stack to unlock and unify the data that enables these stories.

 

3. Organize your data & insights

Your stack is creating ever more data to manage. But the problem isn’t the data itself; it’s how to organize it in a way that leads to actionable insights. Define a best-fit data strategy for your stack. And with the right visualizations, your organization will be empowered with the ideas to make smarter marketing, business, and operational decisions.

 

4. Examine your existing processes – and do it often

Organizations and your marketing needs will continually evolve. Being comfortable may lead to a miss on an important technological advance that your competitors are employing.

  • Review your processes regularly to re-engineer and optimize them and to ensure they’re as efficient as possible.
  • Refine your organizational roles to maximize new capabilities.
  • Look into custom development options to create new automation opportunities within your organization.

 

5. Make change personal

Tools are only effective if you know how to use them and know why you’re using them. Equip your team with proven approaches and tools that affect lasting change. Discover methods that will influence behavior and allow your staff to understand the value of new capabilities. By encouraging your team to embrace change, you’ll drive operational excellence and create a model for the rest of the enterprise to follow.

 

6. Recruit an expert or find a reputable partner

Ultimately, bringing your marketing A-Game is complicated. It takes time, strategy, investment, and the right guidance to ensure you will have an ecosystem that positions your organization to win. In this process, don’t be afraid to recruit an expert for that industry or employ a technology partner to make strategic recommendations. Create a roadmap that aligns with your objectives, prioritize your specific initiatives and create the ideal marketing ecosystem for your organization. Your team will be able to focus on creativity and innovation, and you’ll watch your ROI (and credibility as a leader) soar.

 

Are you ready to bring your A-Game?

Through multi-city workshops, LeapPoint will provide senior marketing professionals a solution set that enables their organizations to align with corporate strategy and effectively and efficiently deliver value to the enterprise. We’ll showcase how to achieve these outcomes via a robust, intelligently integrated, set of best-of-breed cloud applications that holistically provide for this capability with effective governance.  All with the added benefit of actually making the end-user experience more efficient and effective.

Learn more about the marketing A-Game and register for an A-Game Workshop in a city near you at leappoint.com.

 

 

In today’s marketing landscape, relying on your gut feeling doesn’t work. Instead, sound marketing requires data-driven tactics to make strategic and informed decisions. You can achieve this when you integrate analytics into your marketing. Here’s how:

1. Know your basics

Understand key marketing analytics terms so you can apply vital metrics to reach your marketing goals effectively. Some key marketing analytics terms to learn include:

Leads generated. This is the number of sales leads you produce with your marketing efforts. Sales leads are individuals who are interested in the goods or services you offer and can potentially lead to a paying customer.

Sales growth. This is the rate at which your sales increase over time based on your marketing strategies, such as lead generation.

Conversion rate. This is the percentage of your leads who transform into paying customers.

Web analytics. These are the different types of metrics and data that specifically measure online activity from various platforms, including email and e-commerce. You use web analytics to understand how site visitors use the web so you can optimize your web content. Some key terms include:

  • Click-through rate (CTR). CTR measures the percentage of individuals who clicked on your digital ad or call-to-action (CTA) in comparison to individuals who only viewed it.
  • Traffic. Traffic measures the number of visitors that come to your website.
  • Engagement. Engagement typically measures the rate at which individuals interact with your online content and the way they interact with this content. The pages per session, bounce rate and time on page are a few of the several data points that constitute engagement.
  • Open rate. This metric measures the rate at which recipients of your email campaign open the emails you send.

 

2. Push your metrics further with insights

Without drawing insights from your data, it’s challenging to understand their value. Accomplish this by assessing how specific marketing activities impact different metrics. For instance, you can measure the performance between two different CTAs by comparing the changes in the CTR for each CTA. If you notice the first CTA garners a better CTR, then it may be ideal to use the first call-to-action to drive traffic.

3. Track lead sources

You can better integrate analytics into your marketing by tracking the source channels of your leads. This is especially useful for tracking social media sources. Review the source of your leads by measuring the CTR. This can help you better determine where to focus your marketing efforts.

4. Improve the user experience

You can use data to also enhance the site experience users have when they visit your website. For example, you can monitor changes in your bounce rate before and after making a technical change such as removing images that slow down site performance, to determine the effectiveness of the change. If it decreases your bounce rate and keeps visitors on your site longer, it can mean that it’s enhancing the user experience.

5. Craft your strategy around insights

You can’t maximize your data’s potential if you lack effective strategies. It’s not uncommon for marketers to limit their data’s potential by using it to support pre-made decisions. However, it’s key to leverage the potential of data to drive action. You can do this by crafting your strategy around insights. Consider using these tips to build a driving strategy with marketing analytics:

  • Make marketing analytics accessible. Make sure your team has access to your insight and discuss how analytics impacts your marketing goals.
  • Get help. Get a different perspective and ensure you’re capturing data from different angles by leveraging the help of an expert or partner.
  • Test your tactics. Perform tests to determine if the theories or tactics you have are working based on your analytics.

Recently, Adobe announced its 4.75 billion dollar purchase of Marketo – an investment that should move Adobe into a B2B marketing leadership position. Already a powerhouse in the marketing industry, Adobe Experience Cloud is setting the stage for domination with this purchase, but the real question remains – will you benefit?

Adobe Experience Cloud

Adobe’s Experience Cloud was launched in 2017, with the company rebranding its Marketing Cloud as one of three sub-clouds – the other two being Adobe’s Analytics Cloud and Advertising Cloud. Some of the most impressive features of Adobe Experience include the Visitor ID service, which is vital to core operations and integration ability, Dynamic Tag Manager, which supports tools for Adobe functions as well as Nielsen and Google, and Device Co-op, which is a device graph that promotes understanding of customer behavior. Adobe Experience Cloud is relatively new but has already established itself as a competitive player in cloud computing.

Marketo

Marketo is a SaaS marketing automation platform that B2B marketers find essential in building campaigns and making sales strategies operational. Sales reps use the system to understand business prospects’ behavior, while marketing executives use it to link marketing investments to the sales process and revenue generation. Marketo offers software features that allow lead management, lead scoring, mobile marketing, and website personalization, among other features. Marketo has positioned itself as a leader in B2B marketing automation, a position that Adobe Experience Cloud can only enhance.

What’s in it for you?

Since Adobe acquired Marketo rather than a company with their own CRM to push, you will continue to be able to connect any significant CRM to the platform. This means that users will benefit from having all the Adobe tools at hand without being forced to make a major, and possibly disruptive, CRM switch. Joining the Adobe Experience Cloud adds powerful, advanced capabilities to Marketo. Leveraging the market-leading platform allows Marketo to enhance its strengths in mobile marketing and personalization while taking advantage of industry-leading analytics- an area in which Marketo customers have felt frustration in the past. Marketo’s B2B users will also benefit in several ways, including through its personalization engine. These Adobe tools will particularly help B2B shops that have some B2C features in their business. Marketo was already working to strengthen this aspect of their business, the Adobe purchase immediately sends them to the head of the class, leapfrogging over their competitors.

The purchase of Marketo by Adobe Experience Cloud promises better service for users of both services. Adobe Experience has the B2C market handled with numerous easy-to-use tools that can only enhance Marketo’s B2B prowess. The combination of these marketing powerhouses means that you can have the best of both worlds, keeping your favorite functions while gaining even more effective marketing features for your clients’ use.

Only time will tell the exact impact of this purchase, but you and other people in the industry have every reason to expect better service all around. The combination of these two industry leaders promises to give you groundbreaking platform power.

Your audience is distracted by the constant noise of the daily routine. Every moment of every day is filled with information that is loud, boisterous, and consuming. In the constant battle for attention, screaming ads and neon visuals saturate your audience’s gaze for the sole purpose of transforming that brief attention to sales conversions. The marketplace is thirsty for any sort of competitive advantage and, right or wrong, the loudest voice is typically the most common marketing instrument.

So how do you create consistency, boost your brand recognition, and prevent your story from becoming just another face in the crowd? A cohesive, well-organized approach to your marketing is the best way to achieve those goals. One that leverages the insights and power of integrated technology platforms to understand target consumer segments better, implement a personalized approach that speaks to individual affinities, and forms enduring bonds between the brand and customer.

Integrated Platforms Create Consistency

An integrated marketing platform is a streamlined technology solution that caters to every stage of the marketing process, from strategizing and design to implementation and metric analysis. It’s an end-to-end, one-stop-shop that maximizes efficiency and effectiveness through seamless integration of data, innovation, and thought. In simpler terms, think of an integrated platform as a car that carries all the stages of the marketing process in a single vehicle. That vehicle is tasked with transporting those marketing components along the customer’s journey to arrive at the same destination — an impactful, successful campaign. If each of those passengers were to take separate vehicles, the likelihood of latencies in the process dramatically increase.

Traditionally, marketers have relied on different components from independent vendors, each of which might have done a tremendous job at their specific tasks but, as is often the case with segmented technology, those components don’t communicate well with one another. In the digital landscape, where margins for error shrink by the day, those traditional models are prone to information silos and communication gaps — detours and potholes forming along the customer’s journey. Naturally, such inefficiencies don’t lend themselves to the flexibility and foresight demanded by a modern, digitally-driven campaign. The segmented, disparate components of those traditional marketing pipelines can lack the free-flowing data and ideas needed for an agile campaign that can pivot on a moment’s notice and continually gauge impact. Integrated platforms, however, afford brands that seamless marketing required to successfully engage the modern consumer, creating a smooth, consistent, unified approach to the entire breadth of a marketing campaign.

The Bigger Picture

While each stage of the marketing process — strategy, testing, bidding, distribution, metric analysis — benefit individually from an integrated platform by shared data and effective communication, it’s the bigger picture that gains the most impact. It’s not the loudest voice that will provide the most significant engagement, conversions, and ROI for an enterprise. Instead, it’s the personalized touch running throughout a brand’s message that forms connections with the audience. In fact, 71% of customers now prefer customized ads and campaigns that speak to their unique interests and passions.

An integrated marketing platform gives brands and agencies the tools needed to create and maintain that personalization. With so many audience segments, each with unique and widely-varying affinities, information silos can be the death knell for companies wanting to engage at the individual level. Thankfully, as powerful as the particular components of an integrated platform is with their designated responsibilities, the platforms themselves are greater than the sum of their parts. In such a crowded and competitive environment, use integrated technology to tell a compelling story rather than the loudest one. Your campaign ROI and bottom line will thank you.

Blockchain is a pretty popular buzzword these days. The sudden boom of cryptocurrencies like bitcoin brought a lot of attention to the technology. Blockchain is much more than just a buzz, however, and it’s becoming very apparent it has the power to change the way business is done in nearly every industry — from banking to SEO.

What Is Blockchain?

It’s a complicated technology, but essentially a blockchain is an immutable, decentralized ledger. That means that instead of a sole third-party record keeper, every party to a blockchain would have a record much like a spreadsheet. As transactions occur, the spreadsheets are simultaneously updated. If someone falsifies data on their spreadsheet, the blockchain would notice the discrepancy from the majority of the records and nullify the bad data. Because it’s nearly impossible to alter the data on all the ledgers, a blockchain is a very secure way to verify and move or exchange assets. It also creates a permanent trail from start to finish. That trail can guarantee the legitimacy of key aspects of SEO — determining if web traffic is human or bot, detecting black hat methods much more easily and reducing the staggering amount of money lost to digital ad fraud.

Link Building

Link building has long been an important part of SEO. That doesn’t mean the same tactics that applied in the 90’s can work today. For example, it’s possible to see some ranking boost from blog comment linking, but those look more like spam every day and their weighting is significantly less than it used to be. Natural link building has long been the most effective strategy. Blockchain will make it way easier for the major search engines to detect and penalize any website they catch buying paid links. Though it’s discouraged today, enforcement is difficult and under-utilized.

Verified Data

User interaction data matters a lot. It’s helpful to your marketing team and necessary for web crawlers to rank your site. That data can be diluted by bot traffic and hurt your rankings. Implementing a blockchain solution can verify human traffic and separate it from the bots, giving you better insights and higher rankings. Paid digital advertising is full of fraud because it’s currently impossible to tell if an ad was clicked by a human or bot. Blockchain technology is a very viable solution to this multi-billion dollar a year problem by connecting advertisers directly with verified potential customers.

Keyword Research

It’s difficult to determine just how a keyword plays out in different settings. The results vary across devices, location, users etc. With a token incentive, keyword research could utilize background space on thousands of devices to create an in-depth aggregate of data-heavy results.

 

While the full impacts are still uncertain at this junction, it’s not likely to be long before technology leaders start to leverage blockchain as a means for securing and processing interactions as much as they do transactions. And that means that you, as a marketer, have a whole new ballgame to learn. Thankfully, it’s likely to be one that rewards good SEO habits and practices, stamps out bad, and works to create a more democratic playing field.

Three ways to know if agile marketing is right for your business

With the growing competition in the marketplace, brands from every sector are looking for new ways to be innovative and rise above the fray. Innovation means not only a willingness to implement change but also an openness to trying new approaches to doing business.

For marketers, this can be exceedingly challenging. Marketing professionals in top businesses across the globe are constantly keeping tabs on changes in their industry and working to identify new ways to get ahead of the competition. This includes studying marketing trends, analyzing the wealth of data that is currently available about consumers, and tapping all available resources to launch new marketing campaigns.

With the highly competitive nature of today’s global economy, it’s difficult to know what strategies can help your business beat the competition. That’s why marketing professionals are turning to agile marketing. This concept, which was born in the information technology industry, has implications for the business world. Agile marketing offers a new way of thinking about business, with concepts that can be applied across the organization to produce better outcomes.

If you want to know if agile marketing is a good fit for your business, take a look at your company and ask yourself these three questions.

How easily does your business respond to change?

While many marketers rely on techniques that are tried and true, this method calls for something entirely different. To take advantage of agile marketing, companies need to monitor the success of their business activities and be prepared to change. This method of marketing calls for validated learning over conventional thinking, prioritizing the kind of customer engagement that has the data to back it up. You’ll need to create marketing plans for both the short-term and the long-term, as well as the middle ground, and make adjustments as you go, using the insights gained from digital marketing analytics.

Agile marketing is best when teams can be flexible in their marketing work and quick to adapt. There is still a role for managers to play, but the business will need to be flexible in order to accommodate changing priorities. With this approach, small marketing experiments can take businesses further than large initiatives that can’t be adjusted down the road.

Can your team identify and adapt to customer desires?

At its heart, agile marketing is about putting the customer first and responding proactively to the changing habits and desires of consumers. This means you’ll need to view your relationship with customers as a collaborative one, where their input on your products, services and marketing efforts hold just as much weight as the expert opinions on your own team.

By implementing agile marketing, you’ll be able to discover a clean customer profile and learn a lot about what consumers want from your company. This will take a higher priority than business predictions, because the marketing method centers on meeting customer needs and adapting the marketing to better suit the customer. This could mean changing marketing and media platforms, using more direct campaigns, adding value to products and services, or adjusting your business plan to suit consumer needs. It may also mean new processes, evaluations and surveys, and reiterations of existing business marketing strategies. They key is to keep the changing desires of the customer at the center of the work you do.

What resources within your organization can support agile marketing?

Before you begin the journey into agile marketing, ask yourself if your business is ready for agile marketing. Take a look at the leaders and teams within your organization, and determine whether they adapt well to change and whether they have the tools they need in order to make major adjustments. Managers and marketing professionals at every level will need to feel empowered to respond to customer opinions, and your business will need to have a high degree of flexibility in order to make agile marketing work.

As a team, you will still need a strategic vision, but you should plan to revisit the vision at each major milestone, in order to determine whether the new strategy is working. You’ll also need to make sure you are properly staffed to handle frequent releases of updated products, services or materials. Your team should be prepared to work collaboratively and with a high degree of respect for one another, while also moving through several learning cycles in order to find out what tactics are most effective. You’ll also need to have team members on staff who can provide support, provide a thorough understanding of data analytics, and keep in frequent contact with the customer. The data will help reveal possible steps forward and the customer feedback will tell you if you’re new approach of agile marketing is working for them.

Agile marketing calls for flexible leadership, business and marketing innovation, and a commitment to the customer, all driven by data and evidence of changing trends. It will require constant change, reliable problem-solving, and agility from the entire team. The end result for teams who can successfully implement agile marketing is a competitive advantage that is unique to the company, which will lead to enhanced customer appreciation and loyalty.