Good morning, Marketers, how do you get your boss to buy in on agile marketing?

The C-suite executives in most organizations aren’t spending their time debating the merits and pitfalls of scrum versus kanban. Usually, they’ve got bigger fish to fry. So when it comes time to make the pitch for investing in agile tools for your marketing department, it’s important to consider scenarios and terms that are relevant to their world.

“With the C-Suite you need to focus on top-line measurements, always beginning and ending with revenue, always. How well your funnel is working is most important,” said Bonnie Crater, CEO of Full Circle Insights, a data and lead management platform. 

In presentations to the C-suite about your agile marketing successes, make sure the presentation visually conveys the impact on sales while establishing baseline metrics for sales performance. It’s also important to explain how investments in more efficient agile tools can lead to more productive teams and a more effective prioritization of work. Clearly communicate which channels, platforms and ad campaigns are working best.

There’s more to read below, including Facebook’s plan to set limits on the number of ads pages can run.  

Taylor Peterson,
Deputy Editor

 
 
 

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Facebook ad limits will roll out next year

Facebook wants advertisers to cut down on all the ads they’re creating in their campaigns and instead rely on a smaller set of machine learning-powered dynamic ad formats for personalization. The company said it will begin enforcing new ad limits per Page next year.  The limits, shown above, will be based on how much advertisers spent on the platform in the previous 12 months.

Why we care. Advertisers used to have to create loads of ads for Facebook for audience targeting and because ads often had a short shelf-life. Now, when new ads are launched, Facebook’s ad delivery system serves them based on what it predicts will be the best performing people and places and continues to learn. Dynamic ads give the system more control over what it shows for each ad impression. With advertisers running too many individual ads, there sometimes aren’t enough impressions for the system to learn from. Facebook says, “We discovered that four in ten running ads fail to exit the learning phase, and many of these ads come from advertisers running too many ads at the same time.” As we’ve said many times, Welcome to the predictive marketing era.

 

Webinar: Great Marketing Starts with Better Planning

We can all agree that 2021 can’t come soon enough, and as your start thinking about what next year could look like, the strategic planning process needs to be as good or better than the tactics that your team will produce and execute. But in the “next normal” we find ourselves in, what should strategic planning look like? Join our experts to learn best practices, tips, and strategies that work to improve your strategic marketing planning for next year and beyond.

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader.

The Taboola/Outbrain Merger Is Off – Here’s Why – AdExchanger

Trump attacks Section 230 – The Interface

When It Comes to Winning Over Customers, Transparency Always Wins – StreetFight

‘Retailers are media owners in their own right’: Why e-commerce is driving more of Unilever’s media spend – Digiday

Citi names CMO to lead newly merged marketing and branding unit – AdAge