Why is agility important to your marketing?
In our industry (SaaS), it’s important to be able to move quickly and think on our feet, responding to market trends and new developments as they happen to stay ahead of the competition.
How has agile marketing helped you reach your goals?
Agility in marketing has allowed us to focus on quality over quantity when it comes to demand generation tactics. We’ve been able to scrutinise different channels and tactics, for example, events vs. digital. With digital, we can take the agile approach of step-by-step release and measurement so that we can pinpoint successes and ROI, whereas for big events, they require a high budget and it’s difficult to attribute success (or failure) to specific moments. But in a post-covid world, we’re obviously looking forward to testing out in-person events once again.