You've grown your business to the point where you're considering hiring a full-time Chief Marketing Officer (CMO) or Marketing Director. What do you do?
In an era of lean resources, hyper-competition and an ever-accelerating business pace, marketing teams need to be more flexible and responsive than ever before. Agile Marketing promotes collaboration between self-organising, cross-functional teams and it emphasises decision making from real-world results made more accessible by today’s data-driven marketing environment.
Taking on the competition is easier than ever. Gone are the days when big budget triumphed over small business. Nowadays creativity and consistency trump depth of pockets.
One of the fundamental elements of any good marketing strategy is a well-defined target audience. Casting a wide net and attempting to attract any business that remotely matches your offering is by no means an effective strategy. Often companies hungry for growth pursue this strategy, however, it is not sustainable.
You've heard that blogging can help improve lead generation. But you're a business owner, not a writer. Writing takes time. It requires a constant stream of ideas. It needs to be grammatically correct. And it needs to hold a person's interest beyond the first few lines. For most business owners time is in short supply, and we weren't born with Hemingway's talent.
According to a recent Gartner study of 700 buyers across the US, EMEA, Brazil, India, and China, consumers spend only 32% of their purchasing journey interacting with supplier-side content or sales people. The majority of their time is devoted to internal assessments, peer discussion and listening to the recommendations of external experts.
Marketing has changed a lot in the past decade. It has become far more data-driven and by using the data correctly, small businesses can derive huge value from their marketing initiatives. This excites me. It means that without spending large sums of money and by being agile, small companies can take on the incumbents in a market.
How do modern marketers stay ahead of the pack? By being Agile, by having the ability to quickly test new ideas, gather real-time data on their effectiveness and make rapid course corrections based on their success or failure.