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Definition of kanban marketing
Kanban marketing is a way of running marketing work on a visual board, with a column for each stage and a card for each task, so the team can see what is in progress and limit how much is started at once. A marketing kanban board is the tool; kanban marketing is the method of using it to improve flow.
Kanban marketing is a strategy that helps businesses manage their marketing tasks more efficiently. It’s a visual system, often using a board with columns and cards, to track the progress of tasks from start to finish. This method allows teams to see what work is being done, who’s doing it, and how close it is to completion. It’s all about improving workflow, reducing waste, and increasing productivity.
Kanban marketing also encourages continuous improvement by making it easy to identify bottlenecks and inefficiencies in the process. The visual nature of the kanban board allows teams to spot issues quickly and adjust their workflow accordingly. This approach is particularly effective in agile marketing, where the ability to adapt and respond to changes is crucial. Furthermore, kanban marketing fosters better communication and collaboration within teams, as everyone can see the status of tasks and understand their role in the bigger picture. It’s a powerful tool for driving growth and enhancing the effectiveness of your marketing efforts.
Kanban vs scrum for marketing teams
Kanban and scrum are the two most common ways to run agile marketing. Choose based on how your work arrives.
| Aspect | Kanban marketing | Scrum marketing |
|---|---|---|
| Cadence | Continuous flow | Fixed sprints, usually 1 to 2 weeks |
| Planning | Pull the next task when capacity frees up | Plan the sprint up front |
| Roles | None required | Product owner, scrum master and team |
| Main control | Work in progress limits | Sprint commitment |
| Changes mid-cycle | Priorities can change at any time | Scope is protected during the sprint |
| Best for | Ongoing requests such as content, social and support | Launches and projects with clear deadlines |
New to the boards themselves? Start with the agile kanban board, the agile task board or the agile sprint board. For the wider approach, see agile marketing.
How does kanban marketing work?
Kanban marketing works by visualizing the workflow of a marketing project, from conception to completion. This is typically done using a Kanban board, which is divided into different stages such as “to do”, “in progress”, and “done”. Each task or project is represented by a card that moves from one stage to another as work progresses. This system allows marketers to see the status of all tasks at a glance, identify bottlenecks, and prioritize work based on capacity, thus improving efficiency and productivity. It also promotes transparency and collaboration within the team.
An example of kanban marketing
Growth Method, a SaaS company, uses a Kanban board to manage their marketing efforts. The board is divided into four columns: Backlog, To Do, In Progress, and Done.
In the Backlog column, they list all the marketing tasks that need to be done, such as creating a new blog post, designing a social media campaign, or updating the website.
When they’re ready to start a new task, they move it to the To Do column. This might include tasks like researching keywords for the blog post, drafting the social media posts, or gathering data for the website update.
As they start working on a task, it moves to the In Progress column. Here, they might be writing the blog post, scheduling the social media posts, or implementing the website changes.
Once a task is completed, it’s moved to the Done column. This gives the team a clear visual of what they’ve accomplished and what still needs to be done.
The team meets regularly to review the board, discuss any blockers, and plan for the next tasks. This way, they can stay agile, prioritise their work effectively, and ensure that their marketing efforts are always moving forward.
Questions to ask yourself
As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to kanban marketing:
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What are the key tasks that need to be completed in my marketing project and how can I visualise them using a Kanban board?
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How can I effectively limit the work in progress to ensure that each task receives adequate attention and resources?
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How can I use the Kanban system to improve the flow of work and reduce the time it takes to complete tasks?
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What metrics can I use to measure the effectiveness of my Kanban marketing strategy and how can I use this data to drive continuous improvement?
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How can I ensure that my team is fully engaged with the Kanban system and understands its benefits for our marketing efforts?
Other articles you might like
Here are some related articles and further reading on kanban marketing you may find helpful.
About Growth Method
Growth Method is the agentic marketing platform for B2B teams: plan your strategy, ship campaigns and learn what works, all in one place, for people and agents. Our view is that kanban gives marketing teams flow, but flow alone rewards being busy. In Growth Method, campaigns move across a built-in board of five stages, from Backlog to Complete, so the Kanban workflow described above comes ready-made. Campaigns are ranked by their likely impact on one goal, launched with the before-metrics recorded and analysed against that goal, so the board tells you what worked, not only what moved. Read more about the agentic marketing approach.
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Frequently asked questions
What is kanban marketing?
Kanban marketing is a way of running marketing work on a visual board, with a column for each stage and a card for each task. The team can see what is in progress and limits how much is started at once, which improves flow and exposes bottlenecks.
How do you set up a kanban board for marketing?
Start with four columns: Backlog, To Do, In Progress and Done, as in the example on this page. Add a card for each task, set a work in progress limit for the In Progress column, and review the board in a short regular meeting to clear blockers.
What is the difference between kanban and scrum for marketing teams?
Kanban is a continuous flow system with limits on work in progress, while scrum works in fixed sprints with defined roles and ceremonies. Kanban suits a steady stream of requests, and scrum suits projects with clear deadlines.
What is a good work in progress limit for a marketing team?
A common starting point is one or two items per person in the In Progress column. Lower the limit if cards sit there for days, and raise it only if people are regularly left waiting for work.