Marketing Tools: Why Emerging Martech Firms Can Benefit from An Agile Approach

In today's marketing landscape, technology plays an increasingly crucial role in driving business growth. From website development to marketing automation, marketers rely on a wide range of tools to manage and execute their campaigns effectively.?As a result, according to a study by Clevertouch Marketing and the University of Southampton, 60% of businesses are increasing their spending on marketing technology (martech) this year.

While major martech companies have long dominated the industry, the emergence of new, innovative firms is shaking up the status quo.?

These emerging martech companies can be better for buyers of martech than the legacy martech companies. This is because the new martech firms can offer fresh approaches and new ways of thinking about developing their product features. New Martech firms are more prone to employing agile principles along with design thinking which are leveraged to develop more cutting-edge and effective marketing technology.? An Agile Coach can help to maximize the advantages of an agile approach and ensure that they are able to develop innovative products quickly and effectively.?

Agile principles have disrupted traditional software development practices by emphasizing a more collaborative, responsive, and iterative approach to product development. In essence, it is an approach that focuses on delivering the highest value and quality to customers in the shortest amount of time. With this approach, emerging martech firms can more easily develop marketing technology tools that meet the specific needs of their customers.

Agile methodology helps emerging martech companies to be more nimble and responsive to customer demands. By working with small, cross-functional teams to develop minimum viable products (MVPs), they are able to create prototypes and test them with users to receive feedback. They can then use this feedback to make quick adjustments, ensuring that their product is of the highest possible quality before launching it to the market.

One specific example of an emerging martech firm that has fully embraced agile principles is Iterable. Iterable, which offers a multi-channel growth marketing automation platform, has a unique approach to product development. Their teams work in two-week sprints to develop new features and improvements, with an emphasis on stakeholder feedback and usability testing. Using this agile approach, Iterable has been able to rapidly develop and launch new features, such as their drag-and-drop email and SMS campaign designer, which has been highly praised by customers.

In summary, emerging martech companies have the opportunity to benefit greatly from agile principles when developing new marketing technology. By adopting an agile approach, they can more easily create innovative solutions that meet the specific needs of their customers. This approach allows these firms to be more nimble and responsive to customer feedback, leading to better product development outcomes. Hence the reason more of the leading martech startups are employing the assistance of agile coaches to help intrinsically reinforce agile values and principles.?As the martech landscape continues to evolve, it is clear that agile principles along with agile coaches will play a critical role in the success of emerging martech firms - helping them to stand-out as glistening forerunners in the vast ocean of more than ten-thousand (10,000+) martech vendors.

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