Agile marketing is all about high-tempo testing. Learn what high-tempo testing is, how high-tempo testing works, and how to use high-tempo testing in your marketing.
- [Announcer] Hey, I'm Brad Batesole and welcome to another episode of Marketing Tips. Today, I want to introduce you to the concept of high-tempo testing. Now, I can't get into all the ins and outs of high-tempo testing but I thought that I would introduce you to it, share with you what it is, and then give you the opportunity to go do some more research and reading on your own. Now high-tempo testing is the idea that you should be using rapid experimentation in order to unlock fast growth.
Now this is a foundational piece of growth hacking and I find it has value in just about every organization. Here's the process. You start by creating your ideas, you prioritize those ideas, you then test them, you analyze them, and you repeat. And you continue to do this very quickly. Now this looks very similar to what you may have seen in Agile if you've studied Agile software development or Agile marketing. The first step is to gather ideas.
You need to collect enough of them for this to work and it does require that you involve everybody in your team. You should encourage all of the ideas to come from across the company whether it's someone in engineering, product, marketing, sales, customer service, it doesn't matter. And all of the ideas should focus on the entire funnel. Don't limit yourself to just awareness or consideration. From there, you need to prioritize these ideas. Now I like to use the ICE scoring method to decide what to work on and I do have a movie on that right here which you can check out later.
Now if there's ever a tie, don't be rigid to your scoring models. Simply allows teams to vote on what they would prioritize or use your gut to pick something over another. Once you've done this, you need to test it. So your goal is to implement this idea as quickly as possible. Things that are going to take too long to test need to be deprioritized. Your goal is simply to get a test out so it can be polished later. If you're thinking of launching this very complex campaign, find a way to turn it into a simplified test, something that would prove out that that campaign is worth it.
So if the idea is too big, chop it up into smaller ideas that get you to the proof that the final idea will work. And finally, analyze. Make sure that you're capturing the necessary data and reviewing it as the test go on. You then need to summarize and distribute those findings to the rest of the company and then use that data to go back down the priority list to adjust your scores to see if priorities change. By going through this model, you're essentially going to find a lot of answers and unlock a lot of a-ha moments that you wouldn't see otherwise.
I encourage just about everyone to add high-tempo testing into their workflow. Hey, thanks for checking in. As always, I would love to hear from you. So connect with me on LinkedIn or on Twitter via @bradbatesole and let me know if you're using high-tempo testing.
Note: Because this is an ongoing series, viewers will not receive a certificate of completion.