Agile growth marketing: a step-by-step guide
Do you know the difference between a successful and unsuccessful business? First, it's product, and then, marketing. It's not only any marketing though, most of the successful startup cases that achieved exponential growth did that through some soft of growth, or agile, mindset. It's not a surprise that, the better the marketing team, the better the success rate of your experiments, but you don't necessarily need a team of experts to achieve fast and scalable results. What you do need though is to go AGILE - learn to move quickly, iterate fast and have a solid learning framework that will help you in the journey.
If you haven’t heard of Agile marketing as of yet, hold on. In this 3 min read you will learn what Agile marketing is and get a step by step framework as of how to implement it (of course, it's always easier if you have Hypertry on your side).
Agile marketing is basically a process that a marketing team follows, in which they set up ideas, design experiments, measure the impact of these, and see if they’re getting the expected results. If might look complicated at first, but it isn't, and if you try this approach in your company, you will very soon fall in love with the methodology. Follow these steps and you learn everything you can do to get AGILE growth of your business.
1. Set the right team
Obviously we don’t have to tell you this, but setting up a strong team is the crucial step to grow any business. Get a team of passionate and fast learning, serious people that can execute well and iterate through the agile growth process with a can-do attitude. Almost everything else can be taught, but the right attitude is something that the team just needs to have. They should know very well how to implement the ideas and focus on executing them. Your team can be small and unexperienced, but it should be talented.
2. Set the team expectations
Set up weekly meeting with the team in which you discuss the expected goals, what are the key metrics to be met by the company in following months and how they translate into actionable metrics in agile growth marketing methodology. If what you need to do is a complete mindset shift in which you switch to agile mentality from a different modus operandi, make sure you explain why the former rules don't work anymore and articulate well the agile culture which includes: collaboration, speed, embracing the unexpected results and, above all, persistent experimentation till the goal is met. You will not succeed immediately and, most probably, 98% of the experiments are going to be either zombie ones or those that fail. That's fine. Every failed experiment is an opportunity to learn, grow and improve for the future.
3. Analyze the data
By now you probably already know where we land with agile growth marketing. Once you’ve set the goals next move is to analyze the data. Think about everything you can learn from the past experiments, what has already been done with similar mindset and think about where you can start with blank canvas full of potential growth levers. Develop insights based on targeted analytics of what brought results in the past, and think about different ways it can be reshaped in a growth lever. Have you run a successful Facebook Lead Generation campaign in the past? Or maybe your team did an event which brought hundreds of qualified leads at little to no cost? If that was your case, Facebook Lead Generation and Exents look like potential growth levers that can bring you interesting results.
4. Prioritize and run tests
Prioritisation is a very crucial step that determines your key results. After analyzing the tactics, tackle the issues and opportunities in every experiment that your team has set up. Have you run some experiments that worked well? Create new ideas to improve on them or scale them up directly. The team should design a testing method, make a list, and then prioritize the potential business impact and ease of implementation. In Hypertry, we close this in the concept of Probability, and make the team define the probability of success when they create the experiment.
Now, the team should run experiment and then decide during the sprint meeting whether the proposed approaches have worked or not. Sprint meetings should be set up at least once a week, and sprint meeting with 1-3 people can last around 1h, with 4-6 people around 2 hours and 6-8 people around 3 hours. Everyone should go through what they have been experimenting during the week, what are the results, whether they have (or not) impediments and what is the main decision around the result.
5. Iterate experiment based on the results and scale up those that work through campaigns
The agile marketing process is a cycle that has no end. Once you have got the results, brainstorm new ideas, implement them, and then again analyze the tactics. We implement the concept of growth drivers, that help you understand better the sets of experiments (drivers are the How of your business, they can be concepts, groups of channels, hypothesis on buyer persona, or others). Follow the cycle of ideation, experimentation and learning over and over and scale up the ideas that work.