Agile Marketing Archives | Page 16 of 20

The Buyer’s Journey

Post published:August 21, 2012
Post category:Agile Marketing Blogging Content Marketing General Marketing
Post comments:4 Comments

As a buyer, would you rather work with a company that focused on their sales cycle or on your buyer’s journey? That’s what I thought.

So why do so many experts and articles focus on aligning content with the sales cycle? See here, here and here.

These are respected experts and companies: Lee Odden of TopRank blog, HubSpot and Jay Bear’s Convince & Convert blog. But I think they’ve got it wrong, particularly when they focus on the overly simplistic awareness/consideration/purchase sales funnel approach. Most buyer’s journeys aren’t so simple, particularly in the B2B space.

The Four C’s

Post published:August 13, 2012
Post category:Agile Marketing
Post comments:24 Comments

I have a confession to make.

Although I’ve been working in marketing for almost 30 years and I’ve taught college level marketing courses, I’ve never, ever taken a single course in marketing. I’m a learn on the job, self-taught kind of guy.

I remember very clearly one of the first things I learned on the job that I would have learned if I had ever taken Marketing 101: the Four P’s. You remember them. Product, Price, Place, Promotion?

Why Agile Marketing Resonates

Post published:August 8, 2012
Post category:Agile Marketing General Marketing
Post comments:22 Comments

Agile Marketing Speed — Image courtesy of Ernest Viernest

When I speak to audiences about Agile Marketing, it resonates. There is a hunger for a solution to what Rohn Jay Miller calls “the dysfunctional room that marketing lives in”.

I think there is no question that marketing has gone through more change in the last 3-5 years than at any time in the last 50 years. And many marketers are looking for something to help them cope with these changes.

Agile Marketing and the U.S. Women’s Olympic Gymnastics Team

Post published:August 2, 2012
Post category:Agile Marketing General Marketing
Post comments:2 Comments

Like many of you I’m sure, I’ve been watching the Olympic Games this week. I was particularly fascinated by the U.S. Women’s Olympic team, which won the Gold Medal.

What lessons can we learn from these five young women?

The Zen of Agile Marketing

Post published:July 31, 2012
Post category:Agile Marketing
Post comments:4 Comments

The test of a first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function. -F. Scott Fitzgerald

Agile Marketing Zen — Photo courtesy of ePi.Longo

Some people object to Agile Marketing on the basis that not every marketing goal can be attained in the short periods generally associated with a single sprint. For example, the team at Salesforce.com responsible for their annual conference, Dreamforce, can’t cram all the preparation for that event in a 3-4 week Sprint. Or if someone is attempting to re-position a brand, as Wieden + Kennedy did for the Old Spice brand, the effects may take months and even years to appear in brand surveys.

While it’s true that there are many marketing effects that play out over time, that does not mean that they can’t be accomplished using Agile Marketing. Here are a couple of reasons why:

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