How do modern marketers stay ahead of the pack? By being Agile, by having the ability to quickly test new ideas, gather real-time data on their effectiveness and make rapid course corrections based on their success or failure.
Every marketing team eventually finds its own rhythm when it comes to working with Scrum. However, it does help to read about different perspectives and trials from other teams who’ve already been there.
Scrum is a framework that can help agile marketing teams focus on delivering chunks of work that support their overall marketing strategy. Each piece of work, or story, contributes to a Sprint goal; which in turn drives the success of your marketing goals.
Scrum is an Agile framework, originally formalized for complex software development projects. It is also a useful methodology for delivering innovative, digital marketing strategies.
The philosophy behind Agile can be applied to a number of industries. Its core principles are aimed at fluidizing business processes and increasing efficiency. Scrum is the leading Agile delivery framework, a team-based approach geared toward creating business value. Marketers can use Scrum to organize marketing teams so that they become self-sufficient and deliver great results in a shorter amount of time.
Data is at the basis of digital marketing. It’s what gives it the much craved power of analytics, real-time optimizations and audience insights. But sometimes there seems to be too much data, prompting questions like:
Before we take on a new client, there’s always the discussion of “How exactly do you do what you do?”. Because we want to be able to easily share these ideas with our potential clients, we decided to write them down for posterity.
In trying to fully embrace the inbound marketing philosophy, many marketers have grown somewhat fearful of designing content for selling. Because content marketing’s no.1 rule is “Create valuable, remarkable content”, a lot of the creation efforts are aimed at attracting top-of-the-funnel visitors, while sometimes neglecting middle-of-the-funnel and bottom-of-the-funnel prospects.
Although it’s tempting to regard your sales funnel performance as the most important objective, understanding customer behaviour is the ultimate goal and it requires an overview of both the buyer’s journey - how they found you and what were their actions leading to a sale- and the sales funnel - how they converted from lead to customer.