I own two Goldendoodles, one of which is highly dood-i-ly. While he can sleep in a variety of weird-o positions and masterfully steal sharp objects off countertops, I would not say he is agile. He can clumsily leap our couch in a single bound. Still, I assure you he has no future participating in the Agility Competition at Westminster—an event showcasing doggy intelligence, speed, and adaptability. Those professional pups zip through tunnels, weave between poles, and jump over fences, showing how they have mastered the art of agility. My dog trips down the stairs and loves a fun trip to the emergency vet hospital.
(The latest doodle mishap is waiting for you at the end of this blog.)
Agility isn’t easy—for dogs or humans. In fact, it can be downright challenging for people and teams to master. It requires mental and emotional resilience, strategic thinking, and adaptability. One must shift from a rigid, process-driven mindset to a method that embraces collaboration, iteration, and continuous improvement. For those accustomed to more traditional work environments, transitioning to an agile methodology in marketing can be a steep learning curve.
At Blue Star, our team participates in agile marketing on a daily basis.
Being agile is vital at Blue Star because it allows us as individuals, as a team, and the organizations we work with to work quickly, handle many projects simultaneously, and track every step along the way. It fosters flexibility, responsiveness, and collaboration, enabling better outcomes.
Our line of work demands both flexibility and speed. Blue Star produces nearly 2,000 marketing projects per year for various clients using an agile methodology. Our team of 13 must be able to adapt to the many change requests and manage unpredictability. We must make quick decisions daily, reprioritize tasks, and rapidly respond to new information. The pace at Blue Star can be downright overwhelming at times, requiring a strong project management framework.
Agile marketing and project management framework
At the heart of any agile marketing program is a project management framework that provides structure, consistency, and guidance for managing projects effectively. Scrum and Kanban are popular frameworks in agile project management, each with distinct characteristics and benefits.
The Scrum methodology divides work into short, fixed-duration cycles called sprints. Sprints are continually fed into the system, and the iterative process ensures a steady flow of work aligned with the team’s capacity and the client’s priorities.
The Kanban framework divides work into tasks. Tasks are displayed on a board with columns, and controls are set to limit the amount of work being done simultaneously to avoid bottlenecks.
A hybrid model combines the best of both worlds
At Blue Star, we use a hybrid model that implements elements from both frameworks. Hybrid agile marketing combines the structure and discipline of Scrum with the flexibility and flow of Kanban.
While several cloud-based tools support a hybrid agile methodology in marketing, we primarily use Trello. Trello is a visual, easy-to-use Kanban board tool with drag-and-drop task cards, custom labels, due dates, and checklists.
Client work is divided into sprints, broken down into tasks, and tracked across internal and external Trello boards. The process looks like this:
Our project managers are key to our success as they constantly track work across all boards. They are the gas that keeps this engine running and your marketing efforts moving on time.
Four important benefits of agile methodology in marketing
At first, clients and new teammates express worry about all the moving parts, but once in, they quickly recognize all the benefits of this hybrid model.
1. Quality
Breaking the work into small tasks and spreading it across our team of experts in SEO, content development, editing, social media, data analytics, and design ensures that each aspect of the project is handled by an experienced and proven professional.
2. Flexibility
Breaking the work into sprints allows us to plan ahead and easily pivot based on feedback or a shift in strategy. Client change requests and last-minute projects are always part of the job. Using hybrid agile methodologies in marketing processes means we can handle the unexpected fire drill when it shows up.
3. Transparency
Kanban boards make tracking progress and team responsibilities easier for our project managers. Sharing a board with our clients provides transparency into the progression of work. In addition, our team performs regular check-ins with clients to review progress on sprints and tasks, roadblocks, and next steps. These check-ins are critical to holding all of us—Blue Star and our clients—accountable for promptly completing work.
4. Consistency
Repetition is key in marketing. Consumers often need multiple touchpoints before making a decision. A steady cadence ensures your message sticks. Without a clear cadence, marketing efforts become sporadic, ineffective, and forgettable. Projects back up and pile up. Pressure is put on all team members to do more work in shorter periods. As a result, retainers aren’t used properly, and rush fees may be charged.
How agile marketing pays off
Google rewards fresh, consistent content.
Websites consistently publishing high-quality content are more likely to rank higher in search results. Google sees this as a sign of an active, authoritative site. Regular updates signal Google’s algorithm to crawl your site more frequently, keeping your content relevant in search results.
Social media algorithms prioritize active accounts.
Platforms like LinkedIn, Instagram, and Facebook boost posts from accounts that publish regularly. If you post inconsistently, the algorithm deprioritizes your content. Regular posting keeps your audience engaged. If you disappear for weeks and then suddenly post, your reach and engagement will drop.
The end result is paw-sitively amazing
Agile marketing equips businesses to thrive in an era of rapid change, technological advancement, and heightened customer expectations. It’s not just a methodology; it’s a survival strategy for marketing professionals aiming to remain competitive and relevant.
Here are a couple of doodles with no survival strategies.
Don’t be a doodle. Embrace agility.
