Campaign Process Optimization Webinar
 

Campaign Process Optimization Webinar

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Optimizing Your Campaign Process: Work Smarter, not harder ...

Optimizing Your Campaign Process: Work Smarter, not harder
In this “meet the experts” workshop, you’ll discover:
The 4 levels of process management maturity
How to build an optimized campaign execution process
Actionable workflow examples and tactical tools

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  • Now that we have a good understanding of the workflow (high level) and the roles involved, let’s dissect this diagram once more, this time into 4 parts. I break it down like this for several reasons – the most important is so that things can be looked at or managed in bite size pieces. The 4 components that make up the Foundation are:

Campaign Process Optimization Webinar Campaign Process Optimization Webinar Presentation Transcript

  • OPTIMIZING YOUR CAMPAIGN PROCESS: WORK SMARTER, NOT HARDER HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC. EXPERTS: JOHN BOKELMANN | SENIOR MANAGER, CAMPAIGN EXECUTION ANGELA NAJAB | CAMPAIGN PROCESS SPECIALIST When you think about your next email campaign, is your first thought usually “How on earth am I going to get that done in time?” In this “meet the experts” workshop, you’ll discover: • The 4 levels of process management maturity • How to build an optimized campaign execution process • Actionable workflow examples and tactical tools These best-practice insights have been honed through thousands of successful campaigns.
  • Host: David Lewis CEO & Founder DemandGen International, Inc. Angela Najab Optimization Manager DemandGen International, Inc. John Bokelmann Senior Manager, Campaign Services DemandGen International, Inc.
  • What we’ll cover 1. Why you need a defined campaign process 2. Optimal campaign process and marketing workflow management 3. Building the foundation 4. A proven implementation approach 5. Q & A
  • Why you need campaign process John Bokelmann Senior Manager, Campaign Services DemandGen International, Inc.
  • More work… less help
  • Caught up in the Whirlwind • Reactive vs. Proactive • Insanity rules . . .quality suffers • Is anyone tracking results?
  • Planning saves time and expense 11,106 miles 179 hours $1,800 2,906 miles 42 hours $500
  • Directions = Process • Step-by-step instructions • Optimized • Streamlined
  • Work Smarter! Planning + Process
  • Process and Campaigns Angela Najab Optimization Manager, Campaign Services DemandGen International, Inc.
  • Process is a GOOD THING
  • Conferences
  • Workflow behind bringing a campaign from an idea to deployment Goal: Efficiency + Quality + Creativity Definition of the Campaign Process Workflow
  • STRATEGY EXECUTION
  • 7 Roles 1. Requestor 2. Campaign Manager 3. Producer 4. QA Analyst 5. List Manager 6. Requestor Liaison 7. Process Manager
  • 1. REQUEST COMPONENT
  • 2. EXECUTION COMPONENT
  • 3. MANAGEMENT COMPONENT
  • 4. CHANGE COMPONENT
  • FOUNDATION: 1. REQUEST COMPONENT 2. EXECUTION COMPONENT 3. MANAGEMENT COMPONENT 4. CHANGE COMPONENT
  • Request Component Objective: To gather all requirements needed to execute on a campaign, in one place, at one time Focus: To make the process easy for the marketer  Strategy and content ready  How are you asking for/collecting the information?  Understanding of SLAs & accountability  Where do you make these tools available to the Marketer?  Adherence, regular training
  • Request Component PORTAL • Email Calendar • Visuals – Sample Newsletter (Word doc) – Templates – Brand Guidelines • Request Form • Ticketing System • Rules (checklist) • SLAs, Process Workflow • Reporting
  • Request Component PORTAL • Email Calendar • Visuals – Sample Newsletter (Word doc) – Templates – Brand Guidelines • Request Form • Ticketing System • Rules (checklist) • SLAs, Process Workflow • Reporting Rules Checklist  Requests in by noon, or considered next day  Edits affect the SLA  Campaign ID  …
  • Request Component
  • Supplemental Aids – Sample 1 Request Component
  • Sample 2 Request Component
  • Request Component Ticketing System
  • Request Component Ticketing System  Repository with Status  Workflow/Task Assignment  Task Dependencies  Calendar  Collaboration  Time Management/Tracking  Workload/Bandwidth Management  Production Stats – LOE
  • Execution Component Objective: To execute within SLA while adhering to guidelines Focus: To perform quality work, efficiently  Know the Who, What, Where, When, Why, How for every campaign type  Documented: How-To job aids, checklists, workflow  Regular training (certification)  Expectations: Quality, SLAs, judgment calls  Allowing the E-Team to make improvements, have regular meetings  Efficiencies – process & tools
  • Execution Component  Templates:  Programs  Assets: email, LP, generic TY page  List segments: geographic, persona, product  List Uploads process  Reports  Tokens or Dynamic Content for assets  Naming conventions, foldering Example: FY13 > Customer > Newsletter >MMDD  HQ Admin, system level settings  Global perspective Efficiencies
  • Service Level Agreements (SLAs) SLA Matrix Email Blasts Landing Page + Form + TY Email + LP + Form + TY Basic program + multiple emails + LP + Form + TY Request Approval 4 hours 4 hours 4 hours 4 hours Production 1 Day 1 Day 2 Days 3 Days QA 4 hours 4 hours 4 hours 4 hours Client Approval 4 hours 4 hours 4 hours 4 hours Deployment 2 hours 2 hours 2 hours 2 hours Turnaround Time 2-3 Days 2-3 Days 3-4 Days 4-5 Days Campaign Type & Volume Matrix Email Blasts Landing Page + Form + TY Email + LP + Form + TY Basic program + multiple emails + LP + Form + TY Newsletters 1 / month Offers 1 / month Tradeshows ? Webinars / Webcasts 1 – 3 / month Hosted Conferences 1 / year Announcements/ Product Updates 1 - 2 / month Execution Component Volume & LOE by Type: Timing
  • Management Component Objective: To enforce rules and listen for change Focus: To satisfy the needs of Marketers and the E-Teams—equally Process Maintenance  Regularly look for efficiencies: method?  Upkeep  Adherence  Audits Performance Analytics / Reporting  Campaign  Team
  • Objective: To allow for change Focus: To do it smoothly Consider: 1. How is all of the above affected? 2. QA Effort – like new templates run through Email Preview Tool 3. Roll-Out Effort – like training, migration Examples: • New Template: example new email layout • New Campaign type • Innovation: tokens, ADC, social share, signatures, progressive profiling, etc. • Change in process Change Component
  • Success comes from. . .process
  • Your Mission Gather, organize, and streamline all of your marketing requests so you can: • set strategic priorities • negotiate deadlines • make necessary assignments • keep everyone working on the right work, at the right time • and. . .
  • Q & A
  • Contact DemandGen Campaign Execution Services at ceservices@demandgen.com www.demandgen.com Thank you!