Agile marketing campaign development

We often hear: “I can’t launch my demand generation campaign before I haven’t got all the pieces right.”

Well, it’s surely best to have the right pieces for the right audience at the corresponding stage of their customer journey … but how many pieces do you really need?

Instead of waiting until the perfect drip campaign with a gazillion steps and touch points is ready, you could already be growing revenues in an agile way: Look at the demand gen funnel and process you currently have, then add steps to improve it while you run the campaign.

Start at the top of the funnel! Test your new campaign activity, measure the results, and keep improving. Then work your way down the buyer’s journey in the same fashion.