Agile marketing: a complete introductory guide

Agile marketing: a complete introductory guide

Franco Brutti

Sep 22, 2023

Sep 22, 2023

Sep 22, 2023

Agile marketing: a complete introductory guide
Agile marketing: a complete introductory guide
Agile marketing: a complete introductory guide

Agile marketing is one of the most powerful, valued and successful approaches in the marketing world.

This approach has everything you need to exploit the potential of your marketing strategies and get better results. However, before putting it into practice, you first need to know its different methodologies, and where and how to apply them.

For this reason, we have gathered everything you need to know not only to get started in agile marketing, but also to make your way among the best marketers. And of course, you will also discover the benefits of implementing this approach in your strategies.

What is agile marketing and what is it for?

Agile marketing is based on the implementation of agile methodologies, methodologies capable of multiplying the productivity and effectiveness of your company. This time, applied to marketing strategies in its different channels.

These methodologies have a very clear objective: to optimize processes and strategies within a company to the maximum.

In other words, to obtain as many results and benefits as possible with as few resources as possible. Thus, taking advantage of every available resource in the best possible way.

Other primary objectives of agile marketing are the following:

  • To prioritize 120 % the customer's or company's needs, as well as sales, conversions and business results.

  • To create dynamic workflows, capable of adapting to different scenarios and challenges.

  • To eliminate unnecessary protocols to improve the efficiency of different teams and work processes.

  • To adopt new and better technologies.

Agile marketing is also a method that breaks with the classic schemes of companies in terms of advertising campaigns. And it’s key to modernization, implementation of new technologies, process automation and innovation.

Characteristics of agile marketing

So how does agile marketing differ from other marketing approaches? What makes it special? 

Well, let's take a look at the factors that differentiate it from other approaches:

1. Strong focus on technologies

Although most people associate agile methodologies with software development, they are the best allies for marketing teams.

Agile methodologies are excellent opportunities to incorporate all kinds of new technologies into your workflows. We're talking about team management software, better communication platforms and, of course, more efficient tools for your marketing. 

In turn, these methodologies are based on process automation, as well as the elimination of unnecessary steps and procedures.

2. Replicable and readaptable processes

Agile marketing always seeks to develop and optimize versatile work processes that are easy to apply and maintain over time. And processes that can be adjusted to different situations and scenarios.

On the other hand, you will also have workflows and value streams that are more dynamic and easier to optimize.

Translation: you and your team will respond more effectively to problems, delays and unforeseen events. 

3. Increased publishing pace

With this methodology, marketing teams can accelerate their work processes without neglecting the smallest detail. That is, as long as the process is dynamic and versatile. 

It doesn't matter if we’re talking about articles for your blog, posts for your social networks, emails for your campaigns or all of the above. Agile methodologies will help you manage absolutely everything. 

Characteristics of agile marketing

Agile Methodologies for Agile Marketing

Agile marketing is, by itself, a fairly powerful agile methodology. However, this methodology is based on other strategic frameworks.

Moreover, there is no single formula for implementing this approach, but there are several methodologies for putting it into practice.

1. Agile Marketing Manifesto

The Agile Marketing Manifesto is an adaptation of the original Agile Manifesto, which was developed specifically to guide agile marketing practices and principles. 

It was created by a group of marketing professionals in 2012, with the goal of establishing guidance for the effective implementation of agile approaches to marketing. The Agile Marketing Manifesto is composed of four core values, which are:

  • "Our highest priority is to satisfy the customer through early and continuous delivery of value-generating marketing."

  • "We accept that requirements will change, even late in the project."

  • "We deliver frequently, preferably at the shortest possible time scale."

  • "Business partners and marketing professionals work together throughout the project."

These are the same core values of the vast majority of agile methodologies today, not just in the marketing world.

So if you want to take advantage of agile methodologies, the Agile Manifesto is one of the best places to start. 

2. Scrum

Scrum is based on the division of work into short, iterative work cycles called sprints. This method seeks to segment complex projects into smaller, easier-to-complete tasks.

In this way, teams can complete all types of projects without diminishing the quality of their work. 

This methodology has its own specialized roles. Therefore, when we talk about scrum, we have to talk about the following roles:

  • Product owner: responsible for defining and prioritizing the product's functionalities, representing the interests of the client and stakeholders. His job is to maintain the vision of the product and make decisions about its development.

  • Scrum master: is the facilitator of the Scrum team. He is in charge of ensuring that Scrum practices and principles are followed, and helps to resolve obstacles that may arise during project development.

  • Development Team: these are the professionals in charge of carrying out the tasks and delivering the results.

The Scrum methodology also uses artifacts (i.e., resources to implement the methodology). These are:

  • Product backlog: prioritized list of functionalities, features or elements to be developed in the product. In agile marketing, these are the marketing strategies and campaigns.

  • Sprint backlog: a set of tasks to be completed within a sprint.


2. Kanban

The Kanban methodology focuses on workflow visualization and task management. This methodology was born in the Toyota production system and has been successfully applied in countless industries, including agile marketing.

In this context, the Kanban methodology enables visual and flexible workflow management. It provides transparency, facilitates collaboration, and furthermore, promotes continuous improvement. 

Let's put it this way.

By visualizing work and limiting work in progress, your marketing team can stay focused, identify and resolve issues quickly, and improve overall productivity.

3. Lean Marketing

Lean Marketing is Lean Thinking, a methodology designed for production lines, applied to the field of marketing. It is inspired by the Lean management system, which seeks to eliminate waste and optimize processes to deliver greater value to the customer. 

The main objective of Lean Marketing is to deliver more effective, efficient and customer-centric marketing, while minimizing waste and improving process quality. 

However, in this approach, statistics, metrics and analytics play a vital role. Therefore, all strategies are heavily focused on data and analytics.

Benefits of agile marketing

And now that we know some of the preferred methodologies for agile marketing, let's see what the benefits are:

1. Increased productivity

Today's companies love agile marketing because of its efficiency in raising productivity rates.

The implementation of new and better technologies plus the development of more efficient processes is a lethal combination. This combination can turn your brand, and especially your marketing team, into an unstoppable machine. 

In addition, you will have an infinite number of resources for your advertising techniques to differentiate yourself from the competition. 

2. Collaboration and communication

Open and transparent communication is essential to share ideas, challenges and achievements, especially when it comes to remote teams.

Agile marketing promotes and facilitates teamwork and close collaboration among marketing team members, as well as with other areas of the company.

In other words, agile marketing can not only help you implement new technologies. It can also help you strengthen the communication and cohesion of your marketing team.

And of course, it will help you communicate with customers, external collaborators and stakeholders. And it will even help you establish a success team to complement your marketing and sales teams.

3. Better quality standards

Functional processes can not only boost your publication rate, but the quality of your various marketing strategies.

And with better marketing strategies, you can get to know your audience and their pain points better. You can also dig deeper into your competitors' different strategies, market trends, different advertising techniques and different channels.

So, expect more and better results, higher conversion rates, more completed sales and better satisfaction and retention rates. And with replicable processes, you can multiply the chances of success of your campaigns.

4. Transparency and reputation

Agile methodologies will give you much clearer and more efficient work processes. But also, processes that are easy to understand and communicate to collaborators, including partners, investors, stakeholders and external teams. 

In addition, agile marketing, by improving the productivity of your brand, can improve trust around your team, as well as your brand. Therefore, it’s a key piece to create strategic alliances and improve your brand reputation.

Benefits of agile marketing

Risks and considerations

There is no doubt, agile marketing represents a great number of benefits. However, like any methodology and set of strategies, it is not risk-free, so it’s crucial not to take it lightly and to know what its challenges are.

1. Adaptation and resistance to change

Adopting an agile methodology such as agile marketing implies a radical, if not monumental, change in the way of working.

As a result, some team members and stakeholders may resist abandoning traditional approaches and adapting to a more flexible and collaborative approach.

Therefore, addressing resistance to change through effective communication, education and demonstrating the benefits of Agile Marketing is crucial. And to that end, we suggest you explore organizational change management strategies and how they are implemented.

2. Organization and workload

Reinventing a company's organizational structure requires organization, lots of organization.

For many companies, the transition from a traditional business model to agile methodologies is quite abrupt.

As a result, the organizational structure, tasks, hierarchies and workload can become quite confusing. Without the right organization, this process can become chaotic.

3. Priorities

Customers and business are the alpha and omega of agile methodologies. However, if you focus too much on the methodology and lose sight of the goals of your implementation, you risk forgetting the real priorities of your project.

In other words...

You can focus too much on procedures and protocols without noticing it. For example, if you focus too much on doing sprints with the Scrum methodology, you can lose a lot of time organizing agendas and meetings. 

Likewise, you can end up overloading the workflow and not getting the results you want. And the same applies to other methodologies.

In addition, by focusing on both speed and delivery times, you can undermine the quality of your marketing in its different facets.

However, if you can keep your priorities in order, change management, organization and the transition to new methodologies will be much easier than you might assume.

Ready to put agile marketing into practice?

Agile marketing can make a difference in your marketing strategies and campaigns. And of course, raise your conversion rates and productivity to incredible levels.

If you want to increase the productivity of your marketing team, it’s best to complement agile marketing with other strategic frameworks. And remember not to lose sight of the objectives of your customers and your business. This way, your methodologies will have more and better chances of success.

Did you like our article? Then tell us what other agile methodologies applicable to marketing you know. And if you have additional marketing tactics or tricks, don't hesitate to share them!