Step-by-step guide to work agile in marketing

Step-by-step guide to work agile in marketing

Creating a manifest

The manifest is a commitment to what your goal is. The purpose of the following activities includes your aims. 

To share a common goal makes things more equal in reverse to compare goals of each channel for a campiang. Focus on the attribution and not on the different measurements.

Is all about setting the expectations and defining the setup with:

  • Persona
  • Achievements
  • Ideas from results

List all your tasks

All your activities must be listed. And of course, you can not set up everything from start, as something might come up later. But the important thing is to prioritize all your tasks and your time and then discuss the amount of workload, that you are facing. What is needs to be done and what is nice to be done.

Plan, assign, and estimate all your tasks – over and over, as priorities seem to change.

When reviewing the plan, you and your team should agree on, what needs to be done in a certain time spend and what’s not, to be able to move forward. That is called a sprint in developer terms. And I actually think, that’s a good match to marketing as well.

*Estimate – assessment of time to perform a task

Use a kanban board to organize and prioritize. In a kanban board, you can drag and drop your tasks and see where in the process your task is. Whether it’s in process, on hold, or, the best place a task can be, done.


View the Kanban of HeyLouise

Kanban board in HeyLouise

Working in sprints

A  good sprint will reflect steps for expanding your activities on a mix of ads and channels that reflect your users’ journey. 

When adding ads and channels in steps while working in your sprints, you can achieve a more cost-benefit campaign or launch of a product. Therefore, I can only recommend, to have a shared place to hold your assets and elements to your materials for your campaigns. The benefit of having that shared common ground of logos, copies, and other elements, so it’s easy to create new material for your campaign or product launches and to expand it to a new channel for supporting the customer around your content and domains. 

But most important is the team. 

The team is the most important resource when working agile. A team with different skills and with a shared vision – is a strong team. 

Good advice is to invite all people along the user journey.  

Build – measure –  learn

Sprints are designed to learn and to grow you and your business

When you build in your sprints, you will most likely take the first tasks, that have the highest value. But it might not be the best start. Take some of the steps, that make value in quick turnovers. Where you can measure the results quickly and learn form it. So you can build the value up higher and bring in your learnings to the next sprint. 

It’s pretty easy. You just need to ask yourself, what went well and what was not so good. Do you test your content and graphics for better results, twist and turn it once again for an even better result next time and take the step up, to add another channel to your campaigns. 

Agile development works hand-in-hand with customer development. Unlike typical yearlong product development cycles that presuppose knowledge of customers’ problems and product needs, agile development eliminates wasted time and resources by developing the product iteratively and incrementally. It’s the process by which start-ups create the minimum viable products they test.

Steve Blank

Harvard Business Review

The perspectives

To end the entire campaign a good round-up is to do a shared retrospective. 

Ask yourself and your team, what went good, was not so good. And what would you like to do over and – if you have any questions. 

Use a shared board, like Googles Jamboboard to collect your thoughts and reflections.  

Jamboard to create a retroperspective

Use a simple Jambord to create the retrospective. Here is our template. You can grab it here -> The HeyLouise Google Jamboard template

Got any questions?

Don’t hesitate to reach out, we won’t shoot!

(although we do love a good Nerf war once in a while)


Emil Holms Kanal 14, 2300 København S

(+45) 30382810

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5 benefits from working agile in marketing

5 benefits from working agile in marketing

With an agile process, you create better synergy and achieve better results. And there is even a side benefit. You achieve better collaboration and learning across channels. 

Say what!  – Yes, in fact. This is how you do it!

Benefit from the IT department

The inspiration is taken directly from the IT department, where an iterative process is often the way to work through complex projects. The advantage is achieved by working in small steps – small sprints. Taking a starting point in a context so that everyone on the team plays together at the same time. It is difficult to define what needs to be done and to prioritize the scope of the tasks when you just have to start it all up. 

But the benefits are seen quickly. Despite start-up difficulties, close collaboration across disciplines is imminent. A flow of tasks, where everyone lifts their share with each of their competencies. The same benefits can be achieved and used in Marketing. 

How the agile process can work in Marketing

In the marketing departments where I have worked, tasks have been divided into specialists, in order to better handle a complex world of opportunities to reach the target group.

There were those who took care of the graphics. Those who worked with the Social Meder. Those who work with events. Those who worked with email communication. Those who were in charge of the website and those who worked with SEO, those who worked with advertising, and so on and so forth. 

As a different production line, tasks were assigned between each. Everyone had their own agenda and everyone had their own responsibilities. 


wh deWorking towards a common goal

What we were really working towards was generating more members. But that was never the direct goal nor what we shared. 

As a digital marketing manager, I could therefore stand with my own goals and work alongside my colleagues without having a common goal. 

In other words, our interests were not common. We work in the same department and had the same boss. But the plans to work together and be creative were often far off the agenda on Mondays when we meet around the table. 

But we wanted it differently. We wanted to be more creative. Achieve synergies. Work together as a team and have fun at our workplace. 

I was given the responsibility to create that synergy. But inspiration and experience taken from agile development projects, I put together a team that would work iteratively. 

The goal for all of us was to learn from each other, learn from our customers, and create better campaigns for more members.

Here’s how we did it:

  1.  Brief presentation based on ‘look and feel’ 
    The goal is described. There is a clear direction for what we were to achieve and by what means.
  2.  Budget and time frame
    Agreed budget as well as a specified time frame for when we should stop and decide on the further process. 

  3. Team composition 
    Involvement of all team members for understanding brief, purpose, and framework. Hence an agreement on who lifts and who does what is based on their specialty. 

  4. Daily meetings
    Short collection – just 15 minutes, where we each meet to tell about the ‘experiences’ we had and what we thought the next step should be.
  5. Shared Status report 

We constantly measured what the effect was. And therefore it was possible to constantly follow up on what the next move should be at the same time as the results ticked in.

As we repeated steps 3-4-5, we experienced a closer relationship and understanding of each other’s abilities and skills. We learned a lot more about our customers and about how we should communicate this very message. 

Our experience in working agile

The persons that we had defined from the first meeting developed continuously and became much more concrete. They were used and disseminated on different channels and we got a much better understanding of what it took to get the message out and which channels were best suited for different initiatives. 

We had a lot of fun! and we learned so much from each other across specialties. Even if it sometimes was a bit confusion about responsibilities. But along the way, we had an impact on each other and for the understanding of how we could work together in the future. 

The management was also really happy. Because they got good results from our work – and in fact, I think the customers were happy too. For it was a long time since anyone had listened. 

I will forever remember the ad that I thought was the best. But that failed miserably. Customers wanted a different story and misunderstood our message. 

I will always remember the sales department who surprised me with insight and knowledge when they talked to the customers and who we took further in the development of our campaign. 

I will forever remember our creative SoMe manager who embraced the characters and helped develop better communication. Initiatives that spread to Google Ads and to the newsletters. 

A unique collaboration was created and a very special unit in marketing. 


Thank you for your cooperation.


CMOs are evolving their teams through increased centralization, more functional alignment and continued exploration of agile marketing practices. These changes are helping build more scalable, flexible and resilient marketing organizations


Marketing Survey 2020, Gartner

Got any questions?

Don’t hesitate to reach out, we won’t shoot!

(although we do love a good Nerf war once in a while)

Why do agile marketing

Why do agile marketing

A transformation into agile  marketing

A shift from doing traditional marketing to work agile marketing in the process is becoming more the new big thing. But how do you proceed with it? and why should you even bother?

With agile marketing, you can speed up your go-to-market mindset, save money on resources, and even deliver your campaigns under budget.

Normally this time of year is planning for a new year. Planning for 2021. Days are set off to be able to think – out of the box – and to approve the strategy and a plan for your entire marketing activities covering the whole year.

With agile marketing, you don’t have to plan an entire year. But set a target and aim for it, by using a defined target group and by using your channels and learn from it.

Build – create – learn.

A UX design process or a creative marketing process?

Why not both – use a proven method from IT development to increase your creativity and improve your ROIs.

And when working retrospective by adding your insights across channels – your campaigns can improve by more than 25%. 

Gartner has told us, that when adjusting content and messaging to reflect shifts in customer – you can improve the outcome of your campaigns. 

We did it – and improved the campaign with a lead attraction to more than 172% of what was estimated. By simply communicating, comparing, and collaborate across channels and continuously adjusting content, images, and call to action buttons. 

Get rid of unruly spreadsheets and gigantic mail threads

So instead of using a spreadsheet to combine it all. We have developed HeyLouise as a tool for the process of making campaigns. And by adding information across channels, target groups, and elements, we give you the opportunity to work with agile marketing.

We know, that you spend endless amounts of hours to find the latest version from your campaigns. Typically after an intense process, where stakeholders, peers, and managers give feedback on the material on email, phone, or even as a printed version, with drawings and comments, they lose track of feedback and purpose.

Why not combine it all and gain control.

That’s our mission

When working across silos, you need to be structured, fast, and open-minded. We believe in interdisciplinary collaboration and in fast iteration, as we know that it’s essential for knowledge sharing and knowledge creation. All in contrast to being creative.

We are redefining work in marketing as we are building a platform named ‘HeyLouise!’ to release insights and evidence. Because, Hey!, it should be easier to be more creative. 


Emil Holms Kanal 14, 2300 København S

(+45) 30382810

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