Inbound marketing can’t be inbound without agile

Published Jan 30, 2017 | Written by Jeremy Knight

Our agency adopted agile marketing last summer, and as Eric Swain wrote: "the majestic halls of Equinet Towers have been crackling with energy ever since". 

Agile marketing is fast becoming the "buzz term for 2017", according to Forbes. But, how many agencies or businesses are doing it properly? In the article below, marketing stalwart Mike Lieberman says: "The challenge is Agile Marketing has a different definition depending on who you’re talking to".

So, what is agile marketing? Jim Ewel's blog on the subject sums it up as:

"Agile Marketing is an approach to marketing that takes its inspiration from Agile software development and that values:

  • Responding to change over following a plan
  • Rapid iterations over Big-Bang campaigns
  • Testing and data over opinions and conventions
  • Many small experiments over a few large bets
  • Individuals and interactions over one size fits all
  • Collaboration over silos and hierarchy

The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function."

For us, we have adopted the agile approach wholeheartedly. We practice 'scrum', we have daily stand-ups and work in weekly sprints. And it works. It works well. We communicate better, work closer as a team, and get stuff done more efficiently than ever before. 

If you still need convincing, the article below gives seven reasons agile marketing improves your business results.


Ask most inbound marketing agency owners or marketing team leaders if they practice Agile marketing and the answer is going to be “yes.” They’re not lying. They believe they respond in an agile way to client requests or requests from internal stakeholders. They believe they work in a way that is agile. But in reality, do they practice Scrum and deploy all the rituals, practices and techniques that allow Agile marketing to improve results? The answer is “no.”

These are the questions you should be asking: Why do I care about Agile or Scrum? What value does it deliver to me as a business owner, CEO or VP of marketing? How can I use it to see better results from my marketing?

Published by Jeremy Knight January 30, 2017
Jeremy Knight