Emerging and mid-market B2B businesses must move quickly to establish competitive advantages in the short term and avoid becoming irrelevant over the long term. As markets shift and client demand changes, it is essential that a business can recognize and respond to them without being delayed by red tape or a cumbersome process.
Unfortunately, most traditional marketing teams are unable to move at the speed of business. With annual budgets in place with strategies and campaigns pre-mapped out for the year, marketing teams are not able to pivot and reallocate people and resources as necessary.
At ROOT3, we encourage our emerging and mid-market B2B clients to take a more agile approach to marketing and business development – moving quickly on new ideas, testing and using data to optimize, and focusing on delivering the right message to the right person at the right time as opposed to a one-size-fits-all mentality.
On the contrary, agile marketing teams use data to uncover new opportunities, deploy those opportunities quickly, evaluate results in real-time, and rapidly optimize to get greater results.
Here are 3 ways leveraging an agile approach improves the marketing function and keeps marketing moving at the speed of business:
- Speed & Efficiency – Agile marketing improves productivity and accelerates campaign delivery. Marketing teams can identify roadblocks and problems sooner and switch gears more quickly and efficiently if necessary. Marketing agility helps adapt to incoming data in a timely meaningful way, allowing teams to be more responsive and proactive.
- Transparency – Agile marketing enables the breaking down of organizational silos. With executive leadership, business development, and marketing all on the same page at all times, it reduces the number of approvals needed to get work out the door. Additionally, businesses can prioritize and iterate ideas more effectively.
- Adaptability & Flexibility – Agile marketing focuses on testing, learning and optimizing quickly, which is particularly suited to digital marketing It enables businesses to drive more business value per marketing dollar spent by being able to respond faster and adapt campaigns quickly to reflect changes in the business and/or market conditions.
Taking an agile approach to marketing, if done right, can help your team focus on more impactful work and get more accomplished in a shorter period. Faster campaign launches and quicker learning for future campaigns can help businesses stay one step ahead of both competitors and customers.