Agile Growth Marketing or AGM can be regarded as a strategy focusing on agile implementation of dedicated marketing experiments. The methodology emphasizes validation of particular business drivers that are aligned towards a specific goal. In the field of AGM, it is important to specify goals quite close to the respective growth metrics. It should be directly related to what will be bringing business to the organization.

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Therefore, you are expected to commence with a particular goal in mind. The goals serve as tangible and numeric results that are directly linked to business growth. Goals are expected to be achieved with a particular timeframe. Moreover, they should be limited in time, specific, realistic, and measurable.

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Understanding Agile Growth Marketing Experiments

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Agile growth marketing experiments include:

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#Ensuring Growth-Storming

To drive ample business growth, it is imperative to brainstorm all possible ideas. You can also brainstorm ideas on testing the given hypotheses. You can place them in the process referred to as Growth Storm. This will help in creating a central repository for the respective growth efforts.

#Prioritizing Execution

Once you have the relevant collection of ideas, it is time to organize the same. Create a document stating ‘Prioritize Execution’ for keeping a record on the past, current, and future agile experiments. The document should also aim at stating the respective goals, projections, and results for tests you are executing.

The document helps in offering an easy and quick way for the respective team members to get an understanding of the tests that have been run, the time at which they were run, and the subsequent outcomes. It is important to note that the document should be made available at the company’s successive levels –right from the CEO to the marketing team, the implementation team, and so more.

When you run experiments in the silo, it will not be possible for insights to drive proper action –especially wherein inter-departmental skills are necessary.

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#Asking Growth Team Relevant Questions

Some important questions that you need to ask out of the growth team are:

• What do we learn from the tests being performed? Simply collection of the data is not sufficient.

• How can we determine on what is going on by improving the given tests? When something will work, you should analyse why it worked.

• How can we implement the findings at scale? Once you know about the reason, know about how you are going to bring the given learning into effect in different areas of your business.

• What is the learning about what NOT to do? It is important to remember that not all tests are going to be successful. Therefore, it is crucial to execute proper actions on experiments that are failed.

• What is the future plan of action? Check on your team to make sure that you are aware of their testing schedule while generating improved insights.

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It involves the process of emphasizing specific actions that are aimed at improving the overall performance. Then, you are expected to take a step back for achieving a highly macro overview of what is working and what is not working, and how you can take relevant actions on the given findings.

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The availability of crucial data will help you in optimizing every channel individually. You can analyze which marketing channel is going to serve as the most useful one. You can even consider monitoring competitor’s data while using the same for accelerating your growth progress.

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#Standardizing Scale and Learning

Once you have created a test while running and analyzing the same, it is important to capitalize on the new insights. This can be done by standardizing core findings back into the given product & marketing.

The main idea here is that you are running more tests and gaining more insights. Then, you can consider using the existing data as well as insights for running tests smartly featuring highly informed predictions. The growth process turns out to be cyclical. Therefore, standardization is not the end process.

 

On the other hand, it serves to be an ongoing process in which teams are continuously gaining insights into the respective markets and insights. The given insights are then translated into creating improved customer experiences, delivering improved products, and generating high-end marketing.

It is imperative to keep learning from the respective tests.

 

The last step in the given process is being together as a team and discussing findings, ideas, questions, and proposed actions with respect to the tests that have been carried out. It is an important step in the process because it becomes easier to be caught up in the processes of management and implementation of current tests. As a result, in most cases, the actual results of the tests that have been completed might be overlooked.

 

#Applying the Scientific Method

Every test comes with its own ‘method’ document. In detail, the given document is responsible for stating:

• Hypothesis –the results that you observe

• Problem –the tests that your team is attempting

• Gathering Data –Compilation of the test data upon completion

• Experiment –Essential steps involving elements, implementation, and so more

• Resource Estimation –Resources related to energy and time required from the team

• Action Items –Ensuring proper actions on the respective findings including optimization and test planning in some future instance