Good morning, do you feel like you’re constantly juggling work priorities?

If so, implementing an agile marketing practice when working with internal teams may be the solution. Agile coach and expert Stacey Ackerman says a lot of marketers are finding themselves in the position of “order taker” when it comes to taking on marketing and martech requests, with internal stakeholders unable to see the value the marketing and marketing op teams bring to the table. 

“With agile marketing, we can gain empowerment to do the right things with our teams while also building healthy partnerships with stakeholders,” writes Ackerman. 

She outlines three steps marketers can take to institute an agile marketing practice and build stronger partnerships with teams — and the stakeholders — outside of marketing. First, set clear boundaries with your stakeholders around what they want and the deliverables. 

Once boundaries have been established and project terms have been determined, plan out the work collaboratively with the rest of your team. “A great way to form a healthy partnership is to run a quarterly planning session with both stakeholders and the marketing team that’s going to do the execution work,” writes Ackerman, “Getting everyone in the same room helps build trust and transparency at all levels.”

The final step: designate a “marketing-owner” to streamline communication. Sometimes referred to as the product owner in scrum, this role prioritizes future work for the marketing team and determines next projects without telling the team how to do their job. 

Don’t stop reading yet, or you’ll miss the soapbox on evidence-based ads and Folloze’s new Personalized Marketing Platform for ABM programs.

Amy Gesenhues,
Senior Editor

 
 
 
Soapbox
 

Evidence-based advertising needs experience-based context

“That sounds like a great idea, but what does the data tell us?” 

In recent years, the principle of evidence-based advertising has taken hold of the industry, bringing the tension between advertising as a science and an art to the foreground. 

When we commission a new piece of research, we should always begin with secondary and tertiary evidence. Whether it is stored in slide decks or our memory, this historical research can inform what questions we ask, and how. That way, we won’t collect data that isn’t useful, and the data we do collect will be optimized to support the answers we need.

Different kinds of evidence build on one another to add meaning and mitigate misinterpretation. Hard data will always be the foundation of our evidence, but without drawing on the additional historical evidence of experience, we are left without a reliable way to structure and interpret this raw information.

Peter Minnium is the president of Ipsos US

Soapbox is a special feature for our community to share an observation about some pressing issues affecting our industry. Submit your own here >>

 

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MarTech Minute
 

Folloze’s new ABM solution and Lifesize merges with Serenova

ABM GETS PERSONAL: Folloze has launched a Personalized Marketing Platform for ABM programs that uses machine learning technology to deliver personalized experiences throughout the customer lifecycle. Why we care: Here’s that word again: personalization. Get used to it, because it is as buzzy as it gets right now. What’s interesting here is B2B marketers are also finding that their customers expect the same personalization tactics used in B2C marketing campaigns, so having access to a platform that can provide personalized experiences across ABM touchpoints helps. Source: Folloze

VIDEO MAKES THE (CX) WORLD GO ROUND. It looks like video collaboration and meeting solution provider Lifesize has taken over Serenova, a contact-center-as-a-service (CCaaS) platform with the financial backing of from Marlin Equity Partners (they are calling it a merger). Lifesize CEO Craig Mallory will serve as CEO of the new company and Serenova’s CEO John Lynch will take on the role of senior VP of sales. Why we care: Video collaboration is certainly getting a lot of attention now as coronavirus forces more virtual work, but it’s worth noting that these tools are increasingly more important for us as marketing organizations take over more of the customer journey and customer service initiatives. Source: Serenova

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Why the GDPR investigation into Criteo could be a ‘line in the sand’ for ad tech – Digiday

Why CIOs Need to Be Data Champions – CMS Wire

We Need To Start Thinking More Holistically About Customer Experience – Forbes

Twitter rewrites Developer Policy to better support academic research and use of ‘good’ bots – TechCrunch

Google launches Cloud AI Platform Pipelines in beta to simplify machine learning development – VentureBeat

Amperity: When It Comes To Selling CDP Tech, Honesty Is The Best Policy – AdExchanger