Beckon CEO Jennifer Zeszut recently took part in a Forbes series along with other top agile marketing experts, including:
- Scott Brinker, editor of chiefmartec.com, program chair of MarTech and author of Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative.
- Roland Smart, VP of Social & Community Marketing at Oracle and author of The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage.
- Jim Ewel, president of Peel the Layers and publisher of the agilemarketing.net blog.
- Mark Verone, VP, Global IFE Operations & Automation at Gogo.
Forbes’ six-article series examines what it takes to leverage marketing data to adopt an agile marketing approach.
The first article, Agile Marketing: Moving at the Speed of the Customer, published today. It examines the idea that, yes, we all want to be faster and make better, data-driven decisions, but it’s not easy. Marketing data is messy. The consumer’s path to purchase is more fragmented than ever before. Teams, tools and agencies typically work in silos. Embracing agility requires an organization to address these realities and more. It’s a real challenge.
Perhaps the biggest question addressed in the article is this: Is it worth it to go through all the work involved in embracing agility and rapid testing, measurement and optimization? In short, yes. As Jennifer says, “The key to maximizing marketing’s impact lies in increasing the frequency of good decision-making. The best returns come not from a single decision around marketing mix made once per year, or even once per quarter, but from thousands of small optimizations made all year long by our extended teams.”
“Real-world studies bear this out. We commissioned Forrester as a neutral third party to quantify the benefits of using Beckon to be more agile. In every case, marketing teams saw a lift in marketing ROI, ranging from 6% to 20%, with an average of 12.7%.”
— Jennifer Zeszut
See the full article here. And give us your perspective in the comments section!