The software development industry first adopted agile. Now there is overwhelming proof of its efficacy. This success spawned a move to agile marketing which has been gaining traction to the point where it is now most certainly ‘a thing’.

From a marketing perspective, inbound is the ultimate bedfellow for Agile in that, by its very nature it is iterative and responds in real-time to visitors’ behaviour rather than sticking doggedly to what it says in the marketing plan.

As a practice, it couples perfectly with an era defined by rapid change where effective measurement and analysis are made possible by sophisticated technologies that, ironically, were developed in an agile way.

When done right (and that takes a lot of work), Agile and Inbound Marketing generate the same positive results for customers as those seen by the software industry. But this requires a whole new way of looking at things and a certain amount of faith in the process.

But this is a big ask when you consider the cost of marketing and the reputation of the person making the call to go down this path. That said, we all live in an age where the risks of standing still may be even bigger.

If you would like an introduction (and really good read) to Agile (not marketing), I can highly recommend the excellent book Scrum by Jeff Sutherland.

If you would like to learn more about Agile Marketing, Wrike published The State of Agile Marketing in 2016 which provides some interesting insights.

And if you would just like a slightly more in-depth review of Agile Marketing, read James Martin’s excellent post below.