Effective management of projects is key to marketing success. At our B2B SaaS marketing agency, we not only care about project completion, but we also put our best effort into optimizing project management so that our customers can get the best results.
We use an Agile approach to measure the completion of our marketing goals, in sprints. This approach also allows us to be flexible in the changing market and allows us to adapt in order to achieve the most in B2B SaaS marketing.
The agile approach in marketing also involves using data and analytics to find new opportunities and be more effective, conducting experiments, evaluating the results and iterating the marketing practices that bring at-scale outcomes.
We make sure no tasks are lost underway and that all our B2B SaaS marketing specialists know and can track their workflow with the Kanban board.
Our Agile approach to managing marketing projects is based on the following criteria:
Setting SMART Goals
We do not do anything ad hoc. All our goals in marketing project management are SMART, which stands for specific, measurable, attainable, relevant, and time-based. It allows us to clearly assess if we are managing your B2B SaaS marketing effectively. The SMART goals technology helps to sort out any tasks that are not oriented at bringing results for your B2B SaaS.
Daily Meetings to Check Progress
We conduct daily meetings to make sure all our marketing specialists are progressing well on their tasks. However, these meetings are concise and to the point so that no time is wasted. Daily meetings are helpful to address any problems that occur at once and assess how the team as a whole approaches the common goal – promotion of your B2B SaaS.
Measuring the Results
At our B2B SaaS marketing agency, we do not measure effort, we measure the results. We also analyze the obtained results, every sprint, to optimize our marketing strategy. We iterate the marketing activities that bring great results and use new ones to be even more effective. The Agile approach allows us to stay tuned and flexible in the ever-evolving market.
All our team members track the completion of their tasks on the digital Kanban board. It’s very effective in B2B SaaS marketing project management to track the progress of every task. The digital board also allows access to it by the other team members connected with the task. This saves time of finding out about the task progress and no marketer is distracted from their work.
In our B2B SaaS marketing company, we also use Scrum methodology for project managing. This methodology is based on iterative and incremental processes. It’s effective to use Scrum in B2B SaaS marketing project management because it helps to:
- improve the quality of the marketing practices
- set accurate metrics for tracking marketing activities
- make customer experience better
- optimize marketing efforts
- accelerate revenue growth and ROI
- enhance team collaboration for a common goal
Scrum Methodology relies on such basic principles:
Team roles. Every team member knows their role and understands their task in the project. According to this methodology, teams are cross-functional, so they do not depend on others who are not part of the team to complete their tasks. Additionally, in Scrum, teams are self-organizing, so they choose the best way to complete their task by themselves without relying on someone outside of the team.
Events. Scrum methodology presupposes checking the progress of tasks during Daily Stand-ups and Sprints. Daily meetings take about 15 minutes so as not to impinge on the work time of the team. However, Sprints are conducted between one time every month or every week and may take up to two hours.
Tools. We capture all the tasks that need to be completed in the Marketing Backlog. It looks like a prioritized to-do list. It needs to be constantly updated and be detailed enough to understand the task properly. A Spring Backlog is another necessary tool in Scrum methodology. It is the information taken from the Marketing Backlog for Spring meetings, and it includes the tasks that the team members expect to complete until the next sprint. The tasks progressing during the sprint are visualized on a Scrum Board. It is divided into three columns representing the progress stages: To Do, Work in Progress, and Done.
We also base our marketing project management on the Critical Path Method. It is the longest sequence of tasks that need to be completed to successfully complete the project. The tasks on the critical path are called critical activities. If they are completed past the deadline, it causes delays in the whole project.
This method helps us to assess the entire scope of the project, particularly the tasks in the B2B SaaS marketing project, what is needed for their successful completion and how the tasks are allocated among the team members. We take into account the limited resources of the project to mark the dependencies in the B2B SaaS marketing project plan.
It also allows us to find the most efficient algorithm for scheduling a variety of project tasks and outline the tasks that require the most time for completion in the project, so we can plan its progress accurately. Therefore, this is how we develop a roadmap for B2B SaaS marketing project completion.
Critical Path Method includes such activities:
- Making a list of all tasks required for the project
- Setting dependencies between the marketing tasks
- The estimation of time each activity takes for completion
- The evaluation of available resources
- Mapping the critical path
The Critical Path Method also involves taking the following steps in B2B SaaS marketing project management:
- Defining the scope of the project
- Creating network diagram
- Estimating the time necessary for every task and for the whole project completion
- Identification of the float of each marketing activity
- The analysis of critical path
- Analyzing different project paths
With this method, we can determine the tasks that are critical and the ones that can float, meaning they are not prioritized and can be done later. Therefore, our marketing team is not distracted by non-critical tasks and prioritizes the necessary ones.