That’s why Marketing is one of the areas that benefits most from an Agile mindset. Today we’re going to look at how Inbound Marketing can fit into Agile – and how you can easily make the transition if your team is already familiar with this methodology.
What is Agile?
The Agile method, or Ágil (in Portuguese), is used in project management and development. It is based on dividing projects into short work cycles, known as sprints , which allows for the generation of tangible results at a predictable pace. It is proof that, little by little, the chicken fills its crop.
According to Forbes and CMG Partners, 93% of CMOs who use agile practices report an acceleration in the development of concepts, campaigns and products.
Why combine Inbound Marketing and Agile?
Agile practices are methodical in the sense that they promote empirical and iterative testing. This gives Marketing a new lease of life. It makes it more scientific and less “trial and error”. Together with Inbound Marketing and data-driven strategies , the CMO can make a series of quantitative germany business mailing list and qualitative assessments of the campaigns he has carried out, in order to remove obstacles and introduce improvements to the processes.
It is worth looking in more detail at how Inbound Marketing and Agile complement each other in several ways to make the Marketing departments of technology companies more efficient, productive and effective.
Goal-oriented campaigns
In Scrum sprints, teams focus on short work cycles, typically 2 weeks. This compact process allows for regular status checks and adjustments to next steps based on the results.
Similarly, inbound marketing teams rely on KPIs and goals to measure progress over time. By embracing Agile, marketing aligns with the rest of the company during sprints and can assess what went well or poorly in each cycle.
Greater number of interactions and tests
The Inbound team’s process involves producing materials, testing them, and measuring their impact. One of the best-known methods for doing this is the famous A/B testing. Campaigns are then optimized based on the results, channeling investment towards the most impactful creatives and materials. It’s easy to see how agile teams, which thrive on testing and iteration, align with Inbound practices.
Collaborative teams and information sharing
In Agile, teams must be self-sufficient, specialized and complete. In other words, they work separately but in a very collaborative way, in constant communication. This is another point in common with Inbound. In Inbound, copywriters, designers and web developers, each with a well-defined role, work together with sales and sales managers to move leads through the funnel. Although collaboration is always a great asset, it is the union of each team's strengths that allows us to achieve the desired results.
Therefore, technology companies that already operate within an agile framework recognize this structure of “complete” teams, with all the fundamental skills to generate value.
If you already use Inbound and Agile, but have never thought about combining the two, the Inbound team can join the traditional short daily meetings – stand ups – which are used to share insights between different departments and get the whole organization on the same page.