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Since 1986, Houston-based XtraLight Manufacturing has designed, developed, and manufactured superior lighting fixtures. XtraLight guaranteed their products with an industry-leading 10-year warranty and competed right alongside household names in the lighting industry.

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Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

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GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

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The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

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Bob Phibbs, The Retail Doctor, is known around the world as a top retail sales consultant, motivational speaker, and sales trainer. His video training program, SalesRX, has taught thousands of salespeople worldwide and marketing efforts to expand its reach are just getting started.

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Exterior Medics is an award-winning residential and commercial exterior home improvement and roofing contractor, serving Greater Washington DC. When it comes to service and execution, Exterior Medics is unmatched, voted Angie's List Superservice Award Winner for 5 consecutive years. They continue to grow faster than their competition and their customers love them. Come see how marketing has helped drive their brand forward to win.

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J Turner Research empowers the largest multifamily management companies and owners with resident insights to enhance resident satisfaction, increase closing ratios, improve their online reputation, and optimize resources. Each month, they surveys more than 120,000 residents and prospects and track the online reputation of more than 55,000 properties across the nation with their software, RatingsTracker.

  • #content-marketing
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PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

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White Glacier offered the world's first ever non-neoprene cold water immersion suit. They set a new industry standard in maritime safety and needed to secure brand awareness across the globe to secure pre-orders of their innovative suit.

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Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

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The Value of Retrospectives After Marketing Projects

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement. It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media ...

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The Value of Retrospectives After Marketing Projects

Company Marketing
October 26, 2018

For all the millions of articles, eBooks, videos, and podcasts explaining marketing best practices, we have to face facts—success comes down to experimentation and continuous improvement.

It’s easy to get stuck in silos as we try to make continuous improvements to our strategies. The social media team thinks about how to boost engagement. Email marketers try to improve click through rates. Content creators try to tell better stories.

As the digital marketing landscape continues to change rapidly, we need a better way to continuously improve projects as a whole. And that’s where we can learn from the world of agile development.

If you want to continuously improve your marketing, conducting retrospectives after new projects can help.

What Is a Retrospective?


Retrospectives are team meetings that help you assess what went right and what went wrong once you complete a project.

In agile development, retrospectives are held at the end of each sprint. Marketers might use retrospectives to evaluate a campaign. The key is to go over the entire project, bringing together participants from all contributing teams—content, social media, design, email, PPC, SEO, etc.

By bringing the entire team together, you can break down silos and see how different departments impacted overall campaign success.

For example, the campaign may have been to generate and nurture leads before and after an upcoming event. In the retrospective, your goal is to have the team self-assess and identify opportunities for improvement. Then, you can take those lessons and use them to set new goals for your next project.

On the surface, retrospectives may seem simple. Without the right approach, you might not gain the clarity you’re expecting. Poorly-run retrospectives can make certain employees hesitate to speak up for fear of criticism, and they can lead to finger-pointing if feedback isn’t kept in check.

That’s why the way you run your retrospectives is so important.

The “Good, Bad, Better, Best” Approach


One common way to run a retrospective is the “good, bad, better, best” approach.

Like other approaches, this method starts with a discovery phase in which team members take time to write down their thoughts, feelings, and observations about the project. Those ideas are shared with the rest of the team (without debate) and organized into the four categories:
  • Good: This is where the team celebrates things that went well and identifies the areas in which expectations were met or exceeded.
  • Bad: This category exhibits where the team fell short of its goals or experienced problems during execution.
  • Better: Where does the team see opportunities to improve project execution in the future?
  • Best: Take the time to let team members praise one another. What instances of exceptional performance did people identify?

Once all the observations are categorized, the team can start discussing the merits of certain ideas. What, specifically, does the team agree it can improve upon? How can you fix a potentially failed project? Do we need to adjust our expectations for future projects?

Overall, this approach will help you spot opportunities to quickly change processes and give yourself a better chance of success on the next campaign.

Marketers love to move fast and juggle many different tasks. Just don’t get so caught up in moving forward that you forget to look back. Sometimes that’s the best way to come up with a game-changing idea.

Want to read more about some of the different campaigns you can experiment with? We have an eBook just for you. Check out this free guide, 5 Types of Digital Marketing Campaigns.

The way you run your retrospectives is the key to their success.
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October 26, 2018 As the Marketing Manager for Adhere Creative's business services vertical, Ericka Lewis leads her clients and team towards inbound marketing success. When not generating leads and cracking the latest Google Algorithm update, she can be found cooking up a (yummy) storm in the kitchen! See All articles
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