Marketing teams have access to the strategies and tools they need to be lean. What most marketing teams lack is a disciplined process for launching campaigns, and a plan for responding to problems when they arise.
Following the principles of lean, your marketing team needs to focus on:
Developing a repeatable process for planning, executing, evaluating, and adjusting content creation, lead generation, and lead nurturing campaigns. This follows the classic kaizen principle Plan-Do-Check-Adjust (PDCA), which allows for incremental improvement over time.
Holding periodic kaizen meetings in which all stakeholders are in the room. This allows Marketing and other departments to openly discuss problems and walk away with solutions that enable continuous improvement.
Lean marketing can help large enterprises produce a positive ROI from their marketing activities, often for the first time. The obvious impacts, however, will be visible in increased efficiency:
State-of-the-art marketing automation software helps avoid wasted time by putting all necessary data into one package for monitoring.
A repeatable process for lead nurturing enables companies to launch campaigns quickly and efficiently, with less wasted time on process steps and a faster time-to-market.
Kaizen meetings resolve problems effectively so that process improvements can be enacted with buy-in from all stakeholders.
Making the process more efficient allows the marketing department to actively monitor several key performance indicators and quickly adjust tactics when KPI goals are not being met.
The nature of enterprise-level inbound marketing, with multiple-stakeholders and various moving parts, requires such a process-based approach to make those adjustments and report progress to the management team.
Any enterprise that embraces inbound marketing, lead nurturing, and marketing automation can only benefit from equally embracing lean processes that improve those strategies, tactics, and tools over time.
Following the principles of lean, your marketing team needs to focus on:
Developing a repeatable process for planning, executing, evaluating, and adjusting content creation, lead generation, and lead nurturing campaigns. This follows the classic kaizen principle Plan-Do-Check-Adjust (PDCA), which allows for incremental improvement over time.
Holding periodic kaizen meetings in which all stakeholders are in the room. This allows Marketing and other departments to openly discuss problems and walk away with solutions that enable continuous improvement.
Lean marketing can help large enterprises produce a positive ROI from their marketing activities, often for the first time. The obvious impacts, however, will be visible in increased efficiency:
State-of-the-art marketing automation software helps avoid wasted time by putting all necessary data into one package for monitoring.
A repeatable process for lead nurturing enables companies to launch campaigns quickly and efficiently, with less wasted time on process steps and a faster time-to-market.
Kaizen meetings resolve problems effectively so that process improvements can be enacted with buy-in from all stakeholders.
Making the process more efficient allows the marketing department to actively monitor several key performance indicators and quickly adjust tactics when KPI goals are not being met.
The nature of enterprise-level inbound marketing, with multiple-stakeholders and various moving parts, requires such a process-based approach to make those adjustments and report progress to the management team.
Any enterprise that embraces inbound marketing, lead nurturing, and marketing automation can only benefit from equally embracing lean processes that improve those strategies, tactics, and tools over time.
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