Every marketing team needs scalable solutions that can be easily deployed. A growing number of companies are adopting agile marketing, due to its flexibility and ease of implementation. Agile marketers can leverage marketing automation tools to achieve even higher levels of scalability.
Here are some ways marketers can merge agile marketing and automation.
Effortlessly Engage Across Multiple Channels
Due to the proliferation of mobile technology and social media, customer touch points have tripled since the beginning of the century. This means every marketer needs an omnichannel outreach and engagement strategy.
Marketing automation tools make omnichannel marketing much easier by providing the following:
- Real-time monitoring capabilities
- The ability to send automated responses to customers on various channels
- The ability to streamline engagement on every platform
Agile marketers that familiarize themselves with the omnichannel features of their automation tools will be able to engage with customers on any touch point.
Rely on Real-Time Alerts to Engage with Customers
Engaging with customers in real-time is key to generating trust and converting leads into sales. Automation tools have real-time monitoring capabilities, which make it easier for marketers to engage with their prospects. Combining automated monitoring tools with an agile marketing approach will ensure marketers and customer service teams can react to customers on the fly. Marketers can use these tools to:
- Know when customers are engaging with content on their platform
- Guess their most pressing need based on the content
- Use a live support tool to reach out to customers while they are on the site
- Provide pre-developed, tailored responses to customers based on the issue they are facing
Agile marketers shouldn’t be timid about reaching out to customers in real-time. A report from Zendesk found that 64% of customers actually prefer brands to offer support in real-time. The important thing is to make sure that you are prepared for a wide array of customer inquiries and address customer concerns quickly.
Use Weekly Progress Reports to Identify Areas for Improvement
Monitoring progress is essential for meeting sales forecasts. Project managers need to know when their team is failing to reach benchmarks, so they can take corrective action. Other team members need to be aware of any shortcomings, so they can provide assistance to their colleagues.
Report creation can become an albatross around the neck of marketing and sales professionals due the time it takes to create them as well as the mountain of communication needed across team to gather information. Workers spend 15% of their time on emails so using automation tools allow agile teams to gather and create reports dynamically and in real time without all the cross team email communications. They can easily monitor progress and identify any steps that need to be taken to stay on course.
Continuous Data Collection on Customers
The fourth pillar of the Agile Marketing Manifesto is: “The process of customer discovery over static prediction.” Agile marketers strive to build a nuanced profile of their customers’ behavior.
Manually building a marketing profile around them is nearly impossible. You need an automated system that continually collects data on them. Modern CRM tools collect data on every interaction with your customer, which you can later leverage to market to them more effectively.
Data shouldn’t be randomly collected. Brands need a clear strategy in place ahead of time and need to identify the variables that are most relevant. This makes it easier to sort through their data in the future and prepare customized pitches.
Agile Marketing Must Be Paired with Marketing Automation
Agile marketing and marketing automation tools share a uniform purpose: streamlining customer engagement. When used properly, these tools lead to higher sales and better customer satisfaction ratings.