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How B2B Marketers Use Waterfall vs Agile Marketing Methods
Season 1
Episode 32
Published 3 weeks, 1 day ago
Description
Episode 32 of B2B Marketing with Fexingo digs into the debate between waterfall and agile marketing methods. Lucas and Luna explore how a mid-market SaaS company cut time-to-campaign by 40% by shifting from quarterly planning to two-week sprints. They break down what waterfall still does well for regulated industries, where agile shines for rapid testing, and how a hybrid model often works best. Specific examples include how one team used agile to run 12 landing page variants in a month versus the old quarterly process. The episode also touches on the role of marketing ops in sprint planning, measuring velocity in leads, and why some B2B teams struggle with agile adoption. Practical takeaways for demand gen and ABM teams.