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7 Steps to Agile Marketing by BECKON


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The why, what and how of making agile marketing a reality at your organization.

With customer expectations on the rise, touchpoints multiplying daily, and preferences changing by the minute, annual planning cycles are a thing of the past. The thousands of little decisions we make all year long now drive success, and we have to be ready to adapt plans and shift gears (and budget) on the fly.

Turn these challenges into a strategic advantage by taking an agile approach to marketing—continuously test, learn and optimize your way to better marketing ROI. Trust us, the results will be well worth it.

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7 Steps to Agile Marketing by BECKON

  2. 2. 1. Get Ready 2. Try Stuff 3. Measure Everything 4. Learn Fast 5. Listen Closely 6. Collaborate Freely 7. Optimize Often
  3. 3. Agile marketers want to move fast and make better decisions, so they start with an automated, trusted source of timely data. Free from the cumbersome chore of manual data gathering, aligning, copying and pasting, they can spend their time learning deeply about consumers and coming up with creative, data-driven ways to connent with them. get ready 1 of data scientists’ time is currently spent collecting, cleaning, and organizing data and only of their time is spent analyzing and mining the data for trends.1 [ [ ] ] 79% 21%
  4. 4. Annual planning actually stifles innovation because the stakes are so high—it’s risky to try something truly new. Agile marketers don’t put all their chips on one big launch, but instead commit to constant, creative experimentation—trying new things that might do a better, more cost-effective job of meeting their goals. try stuff That puts significant pressure on marketers to get it right the first time, and little room to test out new and innovative ways to reach customers. [ ] 2 of marketers feel they’re not encouraged to experiment.2 43%
  5. 5. Agile marketers back up their creative experimentation with ruthless omnichannel measurement. Before launching a campaign or marketing effort, they establish baselines and predict what’s likely to happen. Then, when the campaign or effort goes live, they compare planned vs. actual performance on an ongoing basis. 3 measure everything of marketers say capturing and applying data to inform and drive marketing activities is the new reality.3 74%[ ]
  6. 6. Marketing is always changing. Consumer touchpoints and influences are ever multiplying. Competitors are constantly responding with their own strategies and tactics. And social media amplifies everything. Agile marketers embrace all this as the new normal. They view their marketing efforts—successes and failures alike—as opportunities to learn what’s working, what’s not, why and at what cost. Using data-driven insights and shorter, more-iterative planning cycles, they fail fast, identify winners quickly and just plain make faster, better decisions. 4 learn fast average return for a sluggish reallocator.4 [ ] average return to shareholders when a company actively reallocates [ ]10% 6% versus
  7. 7. Agile marketers know that numbers don’t tell the full story. So they pay close attention to the voice of the consumer and weave it into spend and performance reporting to give context. They want zero blind spots as they strive to understand and connect with consumers no matter where they are. listen closely 5 of companies are using two or more channels to listen and engage with customers99%[ ] make changes based on those insights.5 30%[ ] but...only
  8. 8. For too long, marketers (and their data) have been stuck in individual channels. But consumers these days don’t experience a company’s marketing in just one channel. They do so across many channels, where and when they want to. Agile marketers tear down the silo walls and democratize the data across the marketing org and its agencies. This omnichannel transparency puts everyone on the same page and facilitates collaboration, creativity and knowledge-sharing—helping everyone reach their goals. Collaborate f reely 6 of marketers say Agile made their teams more productive.7 [ ] of execs cite lack of collaboration or ineffective communication as source of workplace failures.6 [ ]86% 87%
  9. 9. Simply stated, agile marketers do more of what’s working and less of what isn’t. They know success comes not from one big annual decision, but thousands of little decisions all year long. With their data-driven, omnichannel point of view, they’re always on the lookout to kill stuff that’s not working and move that spend into higher-performing efforts. 7 optimize of ten average boost in marketing ROI from using Beckon (a marketing intelligence tool) to be more agile.12.7%[ ] of marketing budgets can be optimized in-flight.8 68%[ ]
  10. 10. AGILE MARKETERS DO BETTER Agile marketing can be truly transformative. A McKinsey study published in the Harvard Business Review rated the analytics and agility capabilities of various marketing organizations on a scale of 1 to 7, and found that being 3 points higher on the scale meant 1% higher profits for that company. Agility is good for marketing AND the bottom-line. JUMPSTART YOUR AGILITY Watch the Agile Marketing Measurement Webcast on demand now.
  11. 11. ENDNOTES 1. 2016 CROWDFUNDER: Data Science Report 2. 2015 ANA & MCKINSEY EXECUTIVE SUMMARY: Marketing Disruption II 3. 2014 ADOBE DIGITAL ROADBLOCK SURVEY: Marketers struggle to reinvent themselves. 4. 2016 MCKINSEY & COMPANY: How nimble resource allocation can double your company’s value 5. 2014 ABERDEEN GROUP: Voice of the Customer: Big Data as a Strategic Advantage 6. 2014 Salesforce, How Soft Skills Are Crucial to Your Business 7. 2014 FORBES, Applying Agile Methodology to Marketing Can Pay Dividends: Survey 8. 2016 FORRESTER, Total Economic Impact Study of Beckon