How B2B Companies Benefit from an Agile Marketing Strategy

Published: July 5, 2022

Mariah Raner


A company’s marketing team is essential in achieving organizational long-term and short-term goals. And the only way to accomplish this is by adopting and implementing marketing strategies that effectively optimize the available resources. By implementing agile marketing strategies, your team is more likely to identify and resolve their focus and collective efforts. This also creates a platform through which people can measure the impacts of their actions. Following, significant contributions to the continuous and rapid increment of efforts in improving the results.

Business-to-business companies face a set of challenges that are effectively countered by the agile marketing strategy. According to the agile marketing report, B2B companies that utilize the agile marketing framework can create more opportunities as well as obtain solutions to their marketing problems. So let’s explore how you adopt agile marketing into your overall marketing agenda.

How to incorporate a more agile marketing strategy for your B2B business

Read on to learn what agile marketing looks like for B2B organizations if you’re a B2B strategist curious about how your company can benefit from it.

Focus on making iterative plans

The demands and business needs are frequently changing because of the decision-maker’s (users) variations in priorities. Initially, marketers outline a series of their plans and expected outcomes in the form of a detailed, annual road map covering as much time and ground as five years. However, this action increased the chances of the entire plan being outdated with so many time gaps and constant changes.

Instead of having your marketing team waste that much time, it is advisable to incorporate more agile marketing strategies. Focusing on an agile strategy toward expected outcomes, dedicates a limited amount of time, energy, and resources to the destination for the scope of the project as compared to the traditional ways. 

Introduce cross-functional teamwork when working with B2B companies

The set organizational structure within a business is used as a compass for the team’s behavioral conduct. However, some silos are not the most effective in most organizations. Nonetheless, when you adopt cross-functionality, there are several benefits that you stand to gain. For instance, B2B companies minimize the dependencies that manifest outside of the central team through cross-functionality.

It is used as a factor influencing the combination of the necessary skills and various contributors. This also ensures that your marketing teams have massive skill diversity and better communication. Some of the other productivity aspects in which the teams benefit from the implementation of agile marketing strategies are:

  • Predictability
  • Improved working pace
  • Frequency of delivering value
  • Better communication skills

Gain process transparency

Through the agile marketing framework, most teams get emails or have in-person discussions regarding project assignments. You will have spoken to the teams about this ad hoc, and they will be expected to transform them into individual tasks and duties later. The infinite to-do list is then manifested into a list only the assignee can access. This is important to note as B2B agile marketers are bound to their assignments by visual management. Your team could encapsulate the Kanban visual management boards to enforce process transparency.

Agile marketing facilitates customer-centricity in B2B companies

Agile marketing techniques may be challenging to implement, but it is important to note that the outcome is worthwhile. It has made it possible for B2B organizations to create customer-focused teams dedicated to providing clients what they want without having to endure pointless meetings. Businesses that employ an agile approach can produce better products that are more pertinent to their customers.

As surveys by AgileSherpas reveal, 53 percent of agile marketing teams achieve quicker release timeframes. Additionally, according to the same survey, 51% of agile marketing teams can quickly adjust their strategy in response to customer input.

According to Forbes, 87 percent of agile CMOs have discovered that their teams are more productive due to the shift to agile marketing. While only 36% of agile marketing teams can deliver things more quickly, 53 percent can pivot swiftly in response to feedback. Furthermore, according to the Standish Chaos report, agile projects have a success rate that is twice that of traditional project management efforts.

Support the development of team expectations and leadership alignment

Most businesses develop a team that is committed to aligning individual initiative goals. This is often done in the presence of several other key stakeholders. Through the agile marketing strategy, the respective team meets to reestablish the role and disseminate the former ground rules and preset norms. This is because they are no longer compatible with the agile culture. The expectations that accompany the strategy might not seem realistic and practical when integrated into the prior norms. The newly set agile cultures are inclusive of;

  • Steady and uninterrupted teamwork.
  • Expeditious efforts and consistency.
  • Steer clear of the status quo, “business as usual.”
  • Opinions on the trumping of data.
  • Enforces accountability and responsibility.
  • Lucidity and explicitness.

Expand opportunities for B2B companies with agile marketing

Any B2B marketing strategy’s main objective is to increase sales and develop a strong brand and opportunity. Such objectives demand a very high level of creativity and competence. A company must also create and follow innovative operational practices that simplify and streamline processes. However, most organizations still experience operational gaps between marketing and other departments, making it challenging for them to roll out effective marketing campaigns. By adopting agile marketing techniques, B2B companies can shorten the timeline it takes to launch major projects. This approach offers the enhanced adaptability, speed, and flexibility necessary to support marketing campaigns. Agile is compatible with all forms of marketing, but it excels in B2B and digital campaigns.

Increase your agility with BrandCraft

An agile marketing strategy is viable if you think your company requires a change in the marketing strategy employed. It is also one of the strategies you may save effort and time, which will improve the marketing efficacy of your company and provide it a competitive edge.

At BrandCraft, we offer the necessary information and guidance to efficiently and effectively implement the agile marketing strategy. Don’t hesitate to get in touch with us to reserve a consultation charter. You can also access more information about us by visiting our website.

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