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Getting started with the Agile Marketing Navigator


Getting started with the Agile Marketing Navigator

We recently introduced you to the Agil marknadsföringsnavigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation.

In recent articles we covered the Collaborative Planning Workshop and the Launch Cycle. Now we’re going to dive into the fourth of our 6 Key Practices: Cycle Time.

Is work taking too long to get to customers?

If your team is plagued by work taking forever to actually get to customers, you may have inefficiencies in the way you work. For example, maybe your team is really great at getting social posts up quickly, but when it comes to email, there’s a huge lag in the delivery time.

Cycle Time measurement is all about measuring how a specific work item type, such as email, takes from start to finish — uncovering inefficiencies along the way. The team is then collectively accountable for discussing ways to improve the Cycle Time. In a truly agile culture, leaders would allow the team to make these changes. In a company that’s more traditional, it may not be so simple, but at least gaining awareness around the current state can actually start to move mountains.

Skaffa MarTech! Dagligen. Fri. I din inkorg.

Are leaders aware of what’s holding the team back?

I’ve been at a lot of companies where leaders are asking why something can’t be delivered sooner — so the team works overtime to make miracles happen. Then it happens again. And again. The cycle is vicious and hard to break, but no one is really solving the root problem. 

Too many times, people are trapped by tunnel vision and only see their own piece in delivery of work, not the whole picture.

I was working with a company’s CMO, and with him and other leaders in the room, we uncovered exactly why it was taking so long for emails to be delivered. We discussed every step of the process, from start to finish, and looked at where things were getting stuck.

We found that a lot of sign-offs were taking several days, including multiple rounds of reviews that were unnecessary. After making that discovery, emails went from taking more than a month to get to customers to being delivered in a week.

Read next: How to empower your agile marketing team

How to measure Cycle Time

There are tools that can measure Cycle Time for you, but I still believe that the most impactful way is to get people together in a room and have a conversation about it, with data to back it up if necessary. If you can get everyone that’s involved in the process, along with the person that’s complaining it’s taking too long, you can quickly gain transparency and alignment.

Let’s walk through an example using email. If you have a collaborative tool or whiteboard, have everyone list out the steps in getting an email done from concept to delivery. 

Understand the key audience
Segment the list from a database
Design the email
Design approval
Creative review
Revision #1
Creative edits
Write copy
Copy review
Final draft
Legal review
Send to martech team for coding

Next, ask the team to list how many days on average each step of the process takes:

Understand key audience 3
Segment the list from a database 1
Design  3
Design approval 3
Creative review 2
Revision #1 2
Creative edits 1
Write copy 2
Copy review 2
Final draft 1
Legal review 5
Send to MarTech team for coding 5
Deployment 5
Cycle Days (on average) 35

While it may not be exact, they can quickly see that it takes about 35 days on average to deliver an email. This may make a few people gasp! They probably didn’t realize just how clunky this process was until they could visualize every step in the way and realize the inefficiencies.

Now that they’ve identified Cycle Time, the real magic happens when the team can discuss what’s slowing them down. A few examples here are:

  • Approvals take too long.
  • Copy and design reviews happening sequentially.
  • Another team needed to code and deploy the emails.

After defining the issues, the next step is to brainstorm solutions. A few ideas could be:

  • Can we agree that approvals happen within 24 hours?
  • Can copy and design work together from the beginning and in tandem?
  • Can our legal partners agree to come to a huddle once a week and sign-off on requests?
  • Can we agree on what types of content actually need legal review?
  • Can we train someone on our team to code/deploy emails?

Understanding Cycle Time and building transparency around it are key steps to making your team run more efficiently and succeeding with agile marketing.

Catch up on the Agile Marketing Navigator series!

Åsikter som uttrycks i den här artikeln är gästförfattarens och inte nödvändigtvis MarTech. Personalförfattare är listade här.

About The Author

Varför att leda en agil marknadsföringsorganisation kräver en vision för

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”


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Vikten av sociala medier kundservice


Vikten av sociala medier kundservice

In today’s digital age, social media has become a crucial part of every business’s marketing and communication strategy.

With the majority of consumers using social media platforms to engage with brands, it is imperative that businesses provide effective customer service on social media.  Social media customer service not only helps businesses to engage with their customers in real-time but also allows them to build trust, improve brand reputation, and increase customer loyalty.

If you still consider having social media customer service as an additional liability and have no idea about its importance – then you are at the right place. In this article, you’ll get to know about the benefits of social customer service just for your socials that will not only contribute to your brand’s reputation but will also boost its lead generation efforts. So, keep scrolling!

Benefits Of Social Media Customer Service

1. Address Customer Queries Faster

With traditional customer service methods like phone or email, addressing customer queries takes at least 24 hours to 48 hours during working days. But, on social media, you can resolve your customer’s issues comparatively faster – within just a couple of minutes.

By using social media to handle customer inquiries, businesses can provide a quicker turnaround time for responses, ensuring that customers receive the support they need in a timely manner.

Social media provides a platform for businesses to engage with customers in real time. Through live chat and direct messaging, businesses can provide personalized and interactive support to their customers that can help to resolve issues quickly and efficiently.

Imagine, if it had been an email – how much time it would have taken to resolve the issue considering the continuous to and fro processes for each and every response. Besides, it’s quite unlikely for your customers to be active on their emails 24×7.

2. Increase Brand Awareness By Reaching More Customers Across The Globe

Brand awareness isn’t a one-time strategy for your brand – it’s an ongoing process, and providing customer service on social media gives you an edge to boost your branding strategy.

When you address your customer’s queries faster on a public forum like social media, you gain more eyeballs from your potential leads. When they see your response to customer requests, they will understand that you take your customers’ complaints seriously. Such an approach demonstrates your commitment to customer satisfaction, which can help to increase brand awareness.

3. Get Your Leads Organically Through Positive Word Of Mouth

1680176548 882 Vikten av sociala medier kundservice

Social media provides a platform for businesses to engage with potential leads and nurture relationships actively. By responding to comments and messages in a timely and helpful manner, businesses can show potential customers that they are attentive and committed to providing excellent service. This can help build trust and establish a positive brand reputation, ultimately leading to increased conversions and sales.

4. Give A Boost To Customer Loyalty By Increasing The Rate Of Customer Retention

Social media customer service can give a boost to customer loyalty and retention in two major ways:

By providing timely and effective support on social media, you can address any issues or concerns that your customers may have and resolve them quickly. This can lead to increased customer satisfaction and a greater likelihood of customers returning to do business with your brand in the future.

Social customer service provides an opportunity to gather feedback and insights from customers using social media analytics tools. These customer insights can be helpful in improving your products and services and tailoring them to meet your customer needs better. By taking into account customer feedback, you can show that you are committed to improving the customer experience, which can lead to increased customer loyalty and retention.

5. Encourage Social Selling By Addressing Customer Objections Instantly

1680176548 185 Vikten av kundtjänst på sociala medier

Social media offers a real-time platform for businesses to engage with customers, respond to their questions and concerns, and address any objections they may have to a product or service.

When you offer helpful and on-time responses to your customers, it shows how much you, as a brand, care about your customers’ problems. Such an impression encourages brand loyalty among customers and instills a credible brand image that helps increase sales.

Moreover, by addressing objections instantly, you can overcome any reservations that potential customers may have about a product or service. This will generate positive word of mouth because your customers will surely go ahead and share their positive experiences with your brand in their network, which will ultimately boost your social selling scopes.

6. Handle Your Brand’s Crisis Situations Better By Addressing Issues Promptly On Socials

Be it a bad customer experience or a false rumor on social media – such crises are quite major for online brands these days and end up impacting the brand’s image. However, in such a crisis, your brand can use social media to address customer concerns and update your followers promptly. This can help prevent the spread of misinformation, mitigate reputational damage, and maintain customer trust and support during crises.

By addressing your customers’ negative and positive concerns on social media, your brand can remain transparent and show that you’re taking serious steps to resolve the issue. This can help to alleviate customer problems and prevent the situation from escalating.

7. Enjoy Scopes Of Better Social Listening For Your Brand

By monitoring social channels and listening to what your customers say on social media, you can quickly identify customer issues, track sentiment around your brand, and gather valuable feedback on your products and services.

This information can be used to improve your customer experience and make data-driven decisions that drive business growth. With social listening, you can also stay ahead of potential crises, address negative feedback promptly, and maintain a positive brand image on social media.

There are also ample tools like Hootsuite, which can help you perform better social listening without spending hours on social media channels searching for your brand mentions or analyzing your customer conversations. However, if the price is a major concern for you, there are many Hootuiste alternatives that help you enjoy the same features without making a dent in your pocket.


Social media platforms are undoubtedly the best place to advertise a business and with the increasing reliance of consumers on these channels to communicate with brands, businesses cannot afford to ignore the importance of providing effective customer service on social media. By embracing social media as a critical customer support channel, businesses can gain a competitive edge, boost customer satisfaction, and drive growth and revenue in the long run.

Are you leveraging the power of social media to provide exceptional customer support and drive business growth?


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Google Bard vs. den nya Bing


Google Bard vs. den nya Bing

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

This week I’ve been fortunate enough to get access to both Google Bard and the New Bing, so a day later, I’m here to share my first impressions.

What is the new Bing?

“The new Bing” is the product of Microsoft’s unholy alliance with OpenAI, makers of the now infamous ChatGPT. This development promises to have seismic effects on the search ecosystem, with Microsoft’s CEO saying they’re happy to accept “demonetization” of search in their pursuit of market share, and Google extremely concerned about the threat ChatGPT technology poses as an alternative to their core search business.

Of course, by now we’ve all also seen various viral posts and tweets showing just how dangerous it can be to use chat AI as a search engine, but that’s a topic for another day. For now, the point is that Bing is making moves.

1680151292 874 Google Bard vs den nya Bing

When I perform a search on “old bing” now, I can see this box inviting me to try the new one. You’ll notice a key detail here: it’s only available in Microsoft Edge. Yikes. Big Microsoft Energy. Fortunately for you, the reader, I have dusted off everyone’s fourth-favorite browser so you don’t have to.

Performing the same search in the new Bing, I can see identical organic results, but rather different features:

1680151293 620 Google Bard vs the New Bing

The “mustelid masters” box above the organic results is new, and contains AI-generated text with a voice-to-speech capability. It’s a six-part story, with sometimes surprising accompanying imagery:

1680151294 277 Google Bard vs den nya Bing

You can see here that a picture of wrestling has been sourced to accompany the text about badgers wrestling. These AI-generated boxes don’t appear for most queries — only clear and uncontroversial informational intents.

The phrase “Mustelid masters” itself seems to be original to this box.

1680151294 554 Google Bard vs the New Bing

Lastly, one of the tabs in the story cites the Wisconsin Badgers, and a page which is entirely unrelated to the content at hand, so perhaps Bing is also citing its sources for disambiguation here?

1680151294 786 Google Bard vs the New Bing

You’ll notice the addition of an “Open Website” button next to the top result on the SERP — perhaps a way of compensating a little for loss of organic click through rate?

The “chat” tab is also present on old Bing, but just shows you a message telling you to go to Microsoft Edge.

lås upp konversationssökning med Microsoft edge

The phrase “conversational search” here is interesting, given this was a phrase Google introduced in 2013.

If we do use Microsoft Edge, we see a chatbot interface in this tab, but with some nice additions. Switching over to this from a regular search result pre-loads my previous query from organic search:

bing chattgrävlingar

There’s a bunch of different modes available at the top, and also citations in the search results — both welcome improvements over the likes of ChatGPT.

Now, how about Bard?

What is Google Bard?

1680151296 894 Google Bard vs the New Bing

Well, not very self-confident, for one. But that’s probably a good thing.

1680151296 926 Google Bard vs the New Bing

Bard is also, right now, not anywhere near as integrated with search. In their announcement on February 6th, Google teased Bard in a way that made it look very much like a SERP feature, similar to Bing:

1680151296 754 Google Bard vs the New Bing

However, the version we have to play with now is more of a dedicated chatbot interface.

It was probably already the case that Google was pushed to move far sooner than they hoped with this technology, and of course they have much more to lose from messing with organic search than Bing does. So, it shouldn’t be a surprise to see the slower and more cautious approach.

1680151297 881 Google Bard vs den nya Bing

Now, it probably should be noted that chatbots are not really designed for me to just enter a one word keyword like “badgers”, like I might do in organic search. But, like Bing’s chat tab, I get something resembling an informational result. So, let’s compare side by side.

Bard vs. new Bing, side-by-side

1680151298 531 Google Bard vs the New Bing
1680151298 249 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

The most obvious difference, at least to an SEO’s eye, is the presence of citations in the Bing result. Not knowing where source information comes from is one of the biggest challenges for users when dealing with this kind of technology, so that’s a huge differentiator.

när skulle bard använda citat

Bard does claim to include citations. My colleague Mike was able to trigger them, and captured it in this clip. It’s definitely far, far less ubiquitous than on Bing.

Som sagt, jag gillar att inramningen av Googles lösning - med flera utkast till svar presenterade och "skriv in en uppmaning här" - vilket gör det tydligare att jag har att göra med något som inte är en källa till oöverträffad sanning.

Jag blev också fascinerad av lokaliseringen av Bings resultat. Den nämner Storbritannien i sitt svar, det är där jag söker ifrån, och visar brittiska webbplatser i citaten. Så jag ställde en följdfråga till dem båda om min plats:

bard är grävling populära här
bing är grävlingar populära här

Bing upprepar sig, men Bard verkar bara anta att jag är i USA. Olyckligt.

Lite kommersiell fråga

Många sökmotoroptimerare kommer att vara mer intresserade av hur teknik som denna kan passa in i deras marknadsföringstratt. Låt oss prova en klassisk sökfråga i början av tratten:

1680151302 42 Google Bard vs den nya Bing
1680151302 616 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

Det finns egentligen inget objektivt svar här, men båda resultaten är i stort sett förnuftiga. Som sagt, Bing-svaret är både en smalare lista och mycket rikare.

Intressant nog verkar inget av resultaten deterministiskt.

1680151302 808 Google Bard vs the New Bing
1680151303 638 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

Bing kan ge olika svar på samma fråga i olika fönster, och det kan Google också.

1680151304 928 Google Bard vs the New Bing
1680151304 183 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

Detta kan vara en omtvistad punkt när SEO:s börjar optimera för dessa svar och vill mäta deras resultat. Naturligtvis kan vanliga organiska rankningar variera enormt mellan lokaler och till och med veckodagar, men generellt sett, om du söker två gånger från samma dator (i privata surffönster etc) får du samma resultat. Inte så här.


1680151305 185 Google Bard vs den nya Bing
1680151306 45 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison. 

Ingen av lösningarna föll för något uppenbart konspirationsteoribete, vilket är uppmuntrande att se. Jag har faktiskt inget emot Googles mer försiktiga "jag kan inte hjälpa till med det" här. Jag kunde inte provocera fram en liknande reaktion från Bing för någon fråga, men jag kunde inte heller provocera den för att säga något avskyvärt – jag är säker på att andra kommer att göra det.

Vad händer härnäst för SEO?

För båda plattformarna finns det stora frågor innan SEO:s verkligen kan engagera sig och betrakta dem som en viktig del av sitt arbete.

För Bing, kommer detta att ha adoption? De flesta SEO:are har inte tagit för vana att optimera för Bing de senaste åren, men det finns redan talar om ökad Bing marknadsandel.

För Bard, hur, om alls, kommer detta att integreras i sökningen? Den nuvarande plattformen är tydligt markerad som ett experiment och är mer som ChatGPT än den är som de mock-ups som Google visade oss i februari. Eller kommer användarna att uppmuntras att använda det som sin egen sak?

För båda plattformarna finns det stora frågor om hur SEO:er kan gå tillväga för att optimera för att få sina kunder att nämna, och faktiskt positivt omnämnda i resultat – det finns massor av otrevliga möjligheter här, och Wikipedia är förmodligen den mest uppenbara. En gång nämnt, hur mäter man detta? När jag klickade mig vidare till min egen sida från Bings chattflik, såg den bara ut som all annan organisk Bing-trafik. Rankspårning är också ett intressant problem, och du kan vara säker på att Moz och STAT kommer att publicera inlägg i framtiden om hur vi hanterar dessa funktioner – håll koll på det här utrymmet!


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Vad är AI Analytics?


Vad är AI Analytics?

Vår Marknadstrender 2023-rapport fann att datadrivna marknadsförare kommer att vinna 2023. Det är vettigt, men dataanalys kan vara utmanande och tidskrävande för många företag.

(mer …)

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