Taking an Agile Approach to Marketing with Capacity Director of Content Marketing, Jennifer Sabin

Jennifer Sabin currently serves as the Director of Content marketing for Capacity, a role she has served in for the last year and a half. Prior to her time with Capacity, she worked for HDIS as a Digital Marketing Manager. Her previous stops also include time with Panera Bread, and Washington University School of Medicine.

Main Takeaways:

Agile Marketing: Planning and prioritization are the heartbeat of any agile marketing approach. When taking an agile marketing approach, teams should be assigned due dates with full transparency on the timeline of each project. This kind of workflow gives teams the ability to collaborate freely with one another, while also giving team members the freedom to create a process that will allow them to meet the expectations that were set.

Does Your Content Fit?: Not every piece of content will resonate with every potential buyer, but every piece of content that you create should resonate with a particular buyer segment. When developing your content, make sure you know who your target audience is, where they are in their customer journey, and make sure that the content you are presenting them is the right content to resonate with their specific needs.

Data-Driven World: Every marketing decision you make should be rooted in data. Make sure you are using every analytics tool at your disposal, from Google Analytics to Salesforce’s dashboard, to see where your customers are engaging with your content. By following the data, you can easily and quickly pivot your marketing strategy and funds to campaigns or ads that are performing better to help optimize your marketing spend.