Mike Moran explains how digital marketing lets B2B companies test and measure everything, creating a feedback loop that forces constant adjustment. Agile marketing means ditching fixed long-term plans and instead testing, measuring results, and iterating continuously.
We're in the good new days because now companies that could never do marketing before on any scale can market. So I've worked with B2B clients whose idea of marketing before now was to take an ad out in the Yellow Pages or print a print ad in an industry journal or that dreaded brochure to drag to the trade show. That was marketing. They didn't have a chief marketing officer. They had some low-level employee that was in charge of the little bit of marketing that they did every year. But now with internet marketing, with digital marketing, you can now do marketing that targets even very small groups. Even very targeted B2B companies can do marketing. But the more important thing is that you can measure the results of everything you do. So every marketing that you do online, you can have some kind of tangible result that you could then measure. But what that means Is as you start to see what people say and what people do, now you have to change your message in response. And that's what agile marketing is all about. Agile marketing demands that instead of having these long-range upfront plans that we adhere to, our real plan is that we're going to figure it out as we go. Our real plan is that we're going to try things, see what works, and then try something else.
