Around nineteen percent of marketers say that generating leads and traffic is their biggest challenge. You may be one of them.

Sure, it’s easy to set up a Facebook page or a Twitter account, but you can’t do anything with them if you don’t know how to market in the digital age.

And that’s where agile marketing comes in. In practice, agile marketing blends digital and traditional marketing together in one package.

But what is it and how does it work? To answer that, we need to take a look at what agile marketing will mean for you and your business.

Keep reading to find out.

What Is Agile Marketing?

Agile marketing is a strategy that makes use of agile methodologies. Agile marketers work in teams composed of people who have a variety of skills and specialties. Most agile marketing teams are self-organizing.

Their goal is to create frequent iterations and to get continuous feedback. This helps them to design effective marketing strategies.

Agile marketing strategies might involve releasing frequent products for the purpose of innovation. Not only is it important to keep customers satisfied. It is also necessary to get their feedback.

This helps agile marketers to improve their professional marketing strategies, which will ultimately help them to turn new leads into paying clients.

Many traditional marketers don’t always realize that there is a group of people who created something that is known as “The Agile Marketing Manifesto” back in 2012.

Their goal was to consolidate their concepts, successes, and failures into a document to help other marketers become more innovative.

Some of the ideas presented in this manifesto include focusing on customer value instead of outputs and releasing new products instead of looking for perfection. The manifesto also encourages marketers to respond to change.

Agile Marketing Characteristics

It can be confusing to understand what agile marketing looks like in practice. This is because it will look different within every organization. With this being said, there are several key characteristics of agile marketing.

Collaboration and Teamwork

Unless marketers collaborate when they are designing campaigns, it is not possible to embrace agile marketing. It is one of the few types of marketing that requires people to get rid of hierarchies and work silos.

By doing this, it will be easier for teams to work together. Each member will need to play a role in bringing forward company projects. The best way to encourage collaboration is by holding frequent meetings.

Decision-Making Driven by Data

If you want to make use of ways to market that are agile, you will need to take a data-driven approach to your work.

Even though this is something that most marketers are used to doing, agile marketing teams are driven by data. They also look for ways to experiment.

After carrying out these experiments, they will analyze data to measure results and adjust their efforts. This helps to boost team performance.

Continual Iterative Product and Service Releases

It is common for agile marketing teams to perform sprints. These are brief periods of time when scrum teams collaborate for the purpose of finishing small amounts of work.

By creating clear timeframes for completing these sprints, it is easier for teams to create iterative releases of work. Teams will also adjust their action plans every couple of days or weeks.

Following the Agile Marketing Manifesto

The most effective agile marketing teams follow the guidelines lined out in the Agile Marketing Manifesto. This manifesto breaks down ten principles and five core values.

It is common for teams to use kanban boards and standups while they are developing marketing strategies.

Understanding the Benefits of Agile Marketing

If you want to successfully implement an agile marketing strategy, you will need to know what your desired outcome is. You don’t need to be agile for its own sake.

Instead, try to assess a problem and make use of agile strategies to work towards success.

Productivity and Speed

The most important benefit of agile marketing is speed and productivity. This, in turn, will deliver value to your customers.

You can do this by changing your organizational structure so that it’s easier to quickly execute marketing strategies.

Avoid grouping team members based on their area of specialty. Instead, your goal should be to put together teams that are cross-functional and small. These teams should be capable of completing projects autonomously.

Collaboration and Transparency

Agile marketing aims to help teams’ processes become more transparent. Teams accomplish this by designing visual workflows. This increases collaboration between individuals.

One of the most popular ways to create visual workflows is by using kanban boards. These can be digital or physical. In fact, the word “kanban” translates to “visual” in Japanese.

You can use these boards for keeping track of daily goals and identifying problems during team meetings.


Agile marketers make use of iterative planning instead of following rigid marketing plans. This empowers them to respond to changing situations and circumstances.

On the other hand, traditional marketers tend to create annual plans. This makes it hard for them to make strategic shifts.

Understand the Benefits of Agile Marketing

If you’ve been wondering what agile marketing is and how it works, it is important to know that agile marketing helps teams to create frequent iterations. Agile marketing is also collaborative and data-driven.

Do you need help designing and implementing an agile marketing strategy? If so, Real Performance Marketing can help you. Don’t hesitate to contact us once you are ready to get started.