What Is Agile Marketing? Defining a Data-Driven Strategy

By Philip BerardoMay 29, 2020


marketing man with glasses at desk in front of computer with analytics displayed on screen

image credit: G-Stock Studio/shutterstock.com

In today’s marketing landscape, there are dozens of unique strategies that your team may consider implementing. Whether you try account-based marketing or go fully Inbound, these strategies have their benefits and initial challenges to overcome. Agile marketing is a marketing strategy that focuses on a data-driven approach—analyzing real-time data and responding quickly. Let’s further define agile marketing and its significance as a powerful marketing strategy.

What is agile marketing?

Simply put, agile marketing is a data-driven marketing strategy that places speed and adaptability as priorities; it uses analytics and data in real-time to resolve problems, find solutions, and discover new opportunities. An agile marketing strategy doesn’t rely on predictions or personal opinions and instead allows marketers to make decisions based on readily available data.

To achieve an agile strategy, your marketing team needs to have a singular goal to focus on, and rework existing strategies into an agile approach. This means your team will need to capitalize on speed when running analytics reports, addressing customer pain points, and responding to changes in your industry and market. In addition to following common Inbound marketing principles—such as SMART goals and buyer personas—agile marketing is split into a few aspects:

  • Sprints: this is the amount of time a marketing team is given to complete a project. For large projects, this may include groups of multiple sprints.
  • Stand-Up Meetings: these are quick check-ins between team members to review completed work and organize next steps. The key here is quickly addressing potential issues so momentum doesn't slow.
  • Project Trackers: using project management tools—such as TeamWork or Asana—can help you keep track of each sprint your team is working on. 

Who is agile marketing for?

Whether your company operates as B2C or B2B, agile marketing is a viable strategy to consider—but it often works best for smaller teams that can regularly coordinate as needed. According to a 2019 State of Agile Marketing survey, 56% of respondents were most driven to agile marketing to improve productivity, and 37% were interested in its ability to accelerate campaign delivery. In the same report, those who have implemented agile marketing also found that online training, webinars, and project management tools have proven most helpful to find success in their agile strategy.

Why should you adopt an agile marketing strategy?

There are several benefits that marketers may see from adopting an agile marketing strategy. Here are a few examples your company should know: 

  • Stronger communication between your team. Having check-in meetings and keeping track of metrics helps ensure everyone is on the same page.
  • Through consistently measuring analytics and key data, your team will have a greater way to measure success as well. You’ll understand exactly which areas are excelling and which need improvements.
  • Larger projects are made more manageable by splitting into smaller tasks to complete faster.
  • Completing more projects in a timely manner leads to more customer satisfaction. As a result, your company can drive greater ROI and see potential repeated business from clients.
  • Quickly adapting to changes in your industry or target market means your company is one step ahead of its competitors.

Agile marketing is a unique, fast-paced approach that encourages your team to collaborate, analyze, and adjust your marketing strategy accordingly. If your company is interested in learning about additional marketing strategies, trends, and best practices, you can find more content at thinkdm2’s blog. Thinkdm2 is a New Jersey digital marketing and branding agency that specializes in the professional services and technology industries.

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