How to Make Sure Your Martech Stack Works for Agile Marketing
Agile marketing centers around “sprints” – campaigns that are typically of short duration and where participants measure results frequently, iterate to optimize results in the current campaign and apply lessons learned to future efforts.Agile marketing is usually a budget-friendly approach when compared to a traditional marketing campaign, which might roll out over many weeks or months. The upfront investment in time and money is typically smaller in an agile campaign, and by its nature, agile marketing enables quick course correction. These qualities are almost certainly contributing to agile marketing’s rising popularity.
But one roadblock many marketing teams encounter when they embrace an agile approach is how to integrate the data generated by all their martech tools. A large B2B marketing operation might use a dozen or more point solutions to manage digital campaigns, all of which generate data in different formats. To fully optimize their agile approach, they need a way to integrate that data and measure marketing campaign performance on the fly.
