Insight50: Takeaways From Our Scrappy Marketing Session

June’s Insight50 session was on driving results with scrappy marketing – where we provided fellow Webinerds with 50 minutes of expert insight and answered the questions about your scrappy marketing.

Below is just a brief wrap up of insights from Marc Hansen at Workfront, Nick Melton at Verint, Simon Hurrell at The Croc – and of course, you the viewers! If you didn’t manage to see it, view it on-demand here.

Nearly all (91%) of this session’s attendees said they are feeling at least some pressure to deliver more results with fewer resources. That’s one area in which scrappy marketing can help — getting a campaign out quickly, with fewer resources, so you can see the results quickly and make necessary changes right away.

So, what insights did the panel members have to help marketers run their own scrappy campaigns? Here are just a few points they shared.

Why Should Marketers Get Scrappy?

Getting your marketing out there quickly and, perhaps, less perfectly has its advantages. Audience members said they are seeing reduced costs, more content and campaigns being launched and faster learning from their scrappy marketing campaigns.

For Marc’s organization, the emphasis is on getting more done, with fewer resources in order to get results faster.

“With my team, we try to enable a culture where it’s fail fast, right. We want to get more done. We’re being asked to deliver more with fewer resources. So, how do we move the needle for the business in the most effective way? It comes back to scrappy marketing, right? What are the things we can do to repurpose content, get more out of the assets we create and generate more responses and qualified pipeline for our businesses?”

While scrappy marketing is a go-to strategy for start-ups, larger organizations can benefit from the practice, as well – a point covered in our blog series where we discussed how to get your team to buy-in to scrappy marketing. Simon spoke about how large businesses can use scrappy marketing to test out changes they wish to undertake:

“For large organizations, it comes down to really wanting to change the culture within that organization. A lot of our clients are really ambitious with wanting to change, not only how its teams execute, but how the organization sees the value of markets or the bottom line. And scrappy gives us the ability to quickly test ideas and bring them to market without necessarily having a fully-fledged strategy that’s taken three or four months to build out with the right data and insights.”

You Need Data to Be Scrappy

The majority of webinar attendees say they assess the results of their campaigns as they come in or on a fixed schedule. Regardless of when marketers are looking at their data, the important thing is they are accessing it and looking for insights. According to Simon, you need data to do scrappy marketing properly.

“If we haven’t got data, we can’t work quickly. To do that, you need to have an agreement about what you want to measure at the beginning of your adoption for this methodology and making sure you’re then just refining and adding to that as it goes through.”

Indeed, there are many data points you can use to measure your webinar’s success. Nick’s has found that his organization has benefited from webinars in their scrappy campaigns because of the data they bring in, not to mention the continued benefits of the on-demand feature webinars provide.

“I can’t speak highly enough about what on-demand gives us. Coming back to that concept of repackaging and not being afraid to go back and use a webinar that’s six months old because the content is still going to be relevant.”

Three Quick Takeaways

After covering a lot of ground about being scrappy with your marketing, the panel ended with a few words of wisdom.

Marc focused on content and finding ways to make the most of what you have.

“I think it comes back to repurposing content and or different campaigns. I would think through what are the little things I can do to get more mileage out of this piece of content or this campaign, whether it’s a webinar or a white paper or an event. There are lots of ways to leverage content to generate more leads.”

Additionally, Simon reminded us that, to do scrappy marketing properly, it’s important to focus on a specific audience instead of trying to engage an array of stakeholders.

“Focus on one particular audience, really understand how you can engage them, what type of value add you want to bring to that particular engagement and how you want to move them forward. Don’t think about trying to cover every single scenario, in every single channel, focus on the channel where your audiences are and then make sure you will find something of value to give to them.”

Speaking more specifically about the international market he works in, Nick referred to something important that we learned just a couple of months ago from our Insight50 Simplifying International Marketing webinar and holds true when it comes to getting content out there quickly:

“In an ideal world, you would translate everything into French, Spanish, German, but the reality is, that’s not going to happen. So, don’t be afraid to have the end and assets in English, but make sure the email or the landing page is done in the local language.”

Hear more on our Insight 50 session

The quotes above are just a small sample of what was discussed and answered on June’s Insight 50 session. Make sure to register to watch on-demand and find out how your organization can take advantage of scrappy marketing.

Insight50: Three Key Points Ahead Of Our Scrappy Marketing Webinar

To discuss ON24’s latest theme of scrappy marketing, our upcoming Insight50 session will be exploring just that – and answering all your questions on how to put scrappy marketing into place. Sign up to the session to get your questions answered.

We’ve been discussing scrappy marketing on the ON24 blog so, in case you somehow missed it, here’s just a taste with the first post of the series.

What is scrappy marketing? Simply put it is a mindset that looks to drive results quickly by being creative and standing out from all the rest of the noise. It means setting aside the habit of thinking your marketing needs to be polished and perfect and, instead, getting into the habit of just getting it done and out there.

Changing habits can be difficult but once you’re consistently applying them to your marketing, you’ll start to reap the benefits. So how should go about putting scrappy marketing into place? Ahead of our next Insight50 webinar, here are a few points to encourage you to learn more.

Scrappy marketing drives results – fast

By letting go of the thought that every bit of marketing you do has to be done to perfection, you are able to get more out there, quickly. This means you are connecting with your audience more frequently. So, while the bigger players are spending more time and money polishing up their marketing, yours is already in front of your audience.

Scrappy marketing also gives you the advantage of learning by doing. By quickly getting campaigns out, you are able to gather the performance data and learn what works and what needs to be improved upon.

Don’t forget, being a little rough around the edges can actually work as an advantage. People love the underdog and so do businesses. It’s that lack of perfection that will make your marketing more relatable and establish a connection with your buyers.

But scrappy marketing needs team buy-in

There may be members of your team that will resist this different approach but having everyone on board is essential to its success. To get your team’s buy-in, you can create urgency by showing them the threats and opportunities and then build an alliance, not just with your marketing team but with an array of individuals at different levels of your organisation and who have different capabilities. Don’t be afraid to use data to gain support. Sometimes numbers speak louder than words.

Once you’ve got your team’s buy-in, encourage innovation and don’t let them be afraid to fail. Test quickly and learn from your mistakes just as quickly. This can help you from having big failures later on.

Scrappy marketing helps you close the loop

Part of the problem new companies have with new initiatives is that they tend to spend too much time arguing and stressing over what might be considered the minutiae of a campaign which only services to delay it going to market and receiving feedback from customers.

Scrappy marketing makes it possible to get things done quickly so it’s out there in front of your customers in no time. In turn, you receive feedback quickly so that you can start adjusting and improving where you need to for your next launch. Each time you run through a cycle, you are able to improve what you are doing but at a much quicker pace than if your team was trying to perfecting and polishing everything at once.

To find out more and ask your questions, make sure to sign up to our Insight50 webinar on scrappy marketing.