The Shift Toward Agile Marketing
Marketing teams today face constant change—tight deadlines, shifting goals, and limited resources. Traditional agency models with fixed scopes and inflexible billing simply don’t work in this environment. To meet the demands of agile B2B companies, marketing execution needs to be just as flexible and responsive.
A Points-Based System for Modern Marketing
One solution that addresses this challenge is a points-based execution model. Instead of tracking hours or setting rigid deliverables, companies allocate monthly points to be used across a wide range of marketing services. These might include SEO, PPC, social media, web updates, or lead nurturing campaigns. Points give marketing leaders the power to prioritize initiatives based on current needs, making every cycle more responsive.
Strategic Oversight Without Micromanagement
A key feature of this model is the presence of a dedicated strategist. This person is more than just a project manager—they act as a marketing advisor, helping to plan, monitor, and adjust campaigns over time.
The strategist builds quarterly marketing plans, aligns tactics with business goals, and translates performance data into actionable insights. For B2B companies seeking this level of strategic leadership without adding headcount, a partner like New North can be an ideal solution.
Visibility Into Work and Results
Unlike traditional agency relationships that often feel opaque, the points-based approach offers complete transparency. Clients can view real-time dashboards showing how points are being used, what deliverables are in progress, and what outcomes have been achieved. This visibility builds trust and creates accountability on both sides.
Adapting to What Matters Most
Because points can be reallocated each month, the system responds to change without scope creep or renegotiation. Need to launch a product? Focus shifts to content, ads, and email outreach. Want to push SEO growth? Points move to keyword optimization, backlinks, and technical fixes. This model eliminates the delays and inefficiencies common with fixed-scope marketing retainers.
Coordinated Execution Across Channels
The true value of a points-based model lies in coordination. Whether it’s a new landing page, a webinar, or an ad campaign, all elements are executed by a single, cross-functional team.
That ensures every asset reflects your brand and works together as part of a larger strategy, avoiding the fragmentation that comes from managing multiple vendors or freelancers.
Ideal for Mid-Sized and Growing Tech Firms
Mid-sized tech companies often have a marketing generalist—or a small team—but not enough internal capacity to run full-scale campaigns. The points model fills that gap, providing consistent execution and strategic planning without requiring additional hires. It’s marketing leadership and production, wrapped into one relationship.
Driving Results and Long-Term Momentum
The quarterly planning cycles used in this model ensure short-term focus and long-term alignment. At the start of each quarter, goals are reviewed, campaigns are planned, and KPIs are defined. Throughout the quarter, efforts are tracked, refined, and optimized based on performance. This repeatable rhythm builds momentum and delivers results over time.
