What is Lean Marketing?
You planned out an entire B2B digital marketing
campaign, and religiously executed every step to a T. However, when the time
comes to reap the fruits of the campaign, you found out that the results are
not what you hoped for!
Wouldn’t it have been better to run a trial
campaign, gauge its results, and fix any loopholes you have found?
Lean marketing works exactly on this principle.
Instead of investing a huge amount of resources and time in a marketing
campaign and waiting until its completion for the results, this marketing
approach lets you experiment during the trial process.
A customer interest never remains constant. Thus,
repeating a certain activity that is recommended as one of the ‘best practices’
can do more harm than good. The lean principle believes in continuous
improvement by continually testing and learning from feedback.
The key fundamentals of lean way of inbound
marketing are as follows -
Faster Delivery
As long-term tasks and deliverables are broken
down into shorter ones, they are completed much faster. This, in turn, lets you
test and launch the deliverables in a much shorter time.
More Focus
Focus is a key ingredient of the lean marketing
mix. In the traditional approach, the focus on the customer is sidelined in the
process of executing a campaign from start to finish. Testing regularly lets
you keep your focus on the customers and their needs.
Budget Savings
Scrapping the tasks that prove futile in the
testing lets you reduce your expenses. Instead, you can reallocate this budget
to the tasks that are working out well.
Increased Flexibility
Marketing priorities keep changing frequently.
With the break down of tasks, you can manage the shift in priorities much more
easily than the traditional way.
TSL Consulting Pvt Ltd is an integrated marketing
company based in India. We offer customized outbound marketing, inbound marketing,
digital marketing and data profiling services to a wide spectrum of small and
mid-sized organizations.
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