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A Marketing Operations Perspective
“Grow the Brand”
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Typical Goal: “Grow Sales”
History
Offer products via field
sales reps and catalog
mailings.
Costly to find new
customers fast enough.
New Strategy?
Tactic 1 ?
Tactic 2 ?
Tactic 3 ?
Bottom Line: get more
out of the same budget.
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Q: So how do you think through it?
A: Start with the “Brand”
MeasuredMarketingLab.comPresented @ Boston University – April 2015
But which “part” of the Brand?
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Brand Strategy
Customers
Market
Offerings &
Architecture
Messaging
Company
Category
& Position
Design
System
Personality
BRAND
STRATEGY
BRAND
IDENTITY
BRAND
MGMT
BRAND
EXPERIENCE
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Brand Identity
AssetsPersonality
Name
Logo
Design
System
Tagline
BRAND
STRATEGY
BRAND
IDENTITY
BRAND
MGMT
BRAND
EXPERIENCE
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Brand Management
ToolsPlanning
Evolution
Brand
Extensions
Training &
Adoption
BRAND
STRATEGY
BRAND
IDENTITY
BRAND
MGMT
BRAND
EXPERIENCE
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Brand Experience
Products +
Services
Environments
PR &
Events
Print
Materials
Advertising
Personal
Interactions
BRAND
STRATEGY
BRAND
IDENTITY
BRAND
MGMT
BRAND
EXPERIENCE
MeasuredMarketingLab.comPresented @ Boston University – April 2015
28 Moving Parts of a Brand
Assets
Products +
Services
Customers
Market
Offerings &
Architecture
Messaging
Company
Personality
Category
& Position
Name
Logo
Design
System
Personality
Tagline
Tools
Planning Environments
PR &
Events
Evolution
Brand
Management
Print
Materials
Advertising
Personal
Interactions
Training &
Adoption
BRAND
STRATEGY
BRAND
IDENTITY
BRAND
EXPERIENCE
BRAND
MGMT
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Connecting the Dots is Operations
Marketing
Operations
The Marketing Operations team typically connects closely to, or
includes, demand generation, and involves the alignment of
Marketing with Sales, Business Units, IT and Finance.
Source: Wikipedia
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Operations supports all the teams
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Operations crunches all the numbers
MeasuredMarketingLab.comPresented @ Boston University – April 2015
How Marketing Ops Contributes
GROW BRAND AWARENESS GET NEW BUSINESS GROW AT LOWER COSTS
y
WEBSITE + SOCIAL
TRAFFICOPTIMIZATION
- Campaign Search Strategy
- Site + Editorial +Content SEO
- Search Advertising
- Social Advertising
- Link Building+Directories
TRAFFIC-TO-SALES
CONVERSION OPTIMIZATION
- Campaign Visitor Goal Alignment
- Lead-Gen to Sale Programs
- Sales & ServiceAlignment
- Ecommerce Program Mgmt
- Remarketing Operations
- A/B Testing
RETURN ON MARKETING
INVESTMENTOPTIMIZATION
- Campaign Sales Attribution
- Channel Sales vs Assists
- Channel Marketing Budget
- Loyalty/Reward/Rererral Programs
PERFORMANCE
MEASUREMENT
- Goal Setting & Measurement Plan
- Webmaster Technical SEO
- Website, Visitor,Social Analytics
- Leads & Customer Analytics
- Sales Attribution Analytics
CHANNELSTRATEGY
& PLANNING
- Strategic Brief + Target Definition
- Category & Competitive Analysis
- Website Visitor Experience
- Graphic + Copy + Image Asset Plan
- Website Findability / SEO Strategy
MARKETING TECHNOLOGY
& ANALYTICS
- Brand Sites & BloggingPlatform
- Lead Gen & Ecommcerce Platform
- Customer Relationship Mgmt Tools
- Email & Mktg Automation
- Web & Social Analytics Tools
- Engagement Tools
- Visitor Funnel to Goal Alignment
GETREADYGETBETTER
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Marketing Operations Questions:
WHAT?
We’re aiming at new outcomes. What are the metrics (KPI’s)?
HOW?
How are you going to promote the brand, engage customers,
manage activity, and measure performance?
WHO?
Which Agencies / Programs will participate? Who needs to get
assets, information, budget
WHEN?
Which goals need to be met when?
MeasuredMarketingLab.comPresented @ Boston University – April 2015
 Budgeting
 Planning
 Analytics
 Analysis
Examples…
Tools of the Trade
MeasuredMarketingLab.comPresented @ Boston University – April 2015
Campaign Visitors 50,000
% That Engage 2%
# Leads 1000
% Become Customers 15%
New Customers 150
Avg Rev Per Customer $500
Potential Revenue $75,000
Margin 60%
Incremental Rev $45,000
Marketing Investment $25,000
ROMI 80%
Leverage?
Where is theWhat are Your Numbers?
March 14 MeasuredMarketingLab.comPresented @ Boston University – April 2015
It’s about the Return On Investment
Questions?
Christopher Chaput christopher@measuredmarketinglab.com
MeasuredMarketingLab.comPresented @ Boston University – April 2015

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Marketing Operations Lecture at Boston University by Measured Marketing Lab April 2015

  • 1. A Marketing Operations Perspective “Grow the Brand” MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 2. Typical Goal: “Grow Sales” History Offer products via field sales reps and catalog mailings. Costly to find new customers fast enough. New Strategy? Tactic 1 ? Tactic 2 ? Tactic 3 ? Bottom Line: get more out of the same budget. MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 3. Q: So how do you think through it? A: Start with the “Brand” MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 4. But which “part” of the Brand? MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 5. Brand Strategy Customers Market Offerings & Architecture Messaging Company Category & Position Design System Personality BRAND STRATEGY BRAND IDENTITY BRAND MGMT BRAND EXPERIENCE MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 8. Brand Experience Products + Services Environments PR & Events Print Materials Advertising Personal Interactions BRAND STRATEGY BRAND IDENTITY BRAND MGMT BRAND EXPERIENCE MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 9. 28 Moving Parts of a Brand Assets Products + Services Customers Market Offerings & Architecture Messaging Company Personality Category & Position Name Logo Design System Personality Tagline Tools Planning Environments PR & Events Evolution Brand Management Print Materials Advertising Personal Interactions Training & Adoption BRAND STRATEGY BRAND IDENTITY BRAND EXPERIENCE BRAND MGMT MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 10. Connecting the Dots is Operations Marketing Operations The Marketing Operations team typically connects closely to, or includes, demand generation, and involves the alignment of Marketing with Sales, Business Units, IT and Finance. Source: Wikipedia MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 11. Operations supports all the teams MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 12. Operations crunches all the numbers MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 13. How Marketing Ops Contributes GROW BRAND AWARENESS GET NEW BUSINESS GROW AT LOWER COSTS y WEBSITE + SOCIAL TRAFFICOPTIMIZATION - Campaign Search Strategy - Site + Editorial +Content SEO - Search Advertising - Social Advertising - Link Building+Directories TRAFFIC-TO-SALES CONVERSION OPTIMIZATION - Campaign Visitor Goal Alignment - Lead-Gen to Sale Programs - Sales & ServiceAlignment - Ecommerce Program Mgmt - Remarketing Operations - A/B Testing RETURN ON MARKETING INVESTMENTOPTIMIZATION - Campaign Sales Attribution - Channel Sales vs Assists - Channel Marketing Budget - Loyalty/Reward/Rererral Programs PERFORMANCE MEASUREMENT - Goal Setting & Measurement Plan - Webmaster Technical SEO - Website, Visitor,Social Analytics - Leads & Customer Analytics - Sales Attribution Analytics CHANNELSTRATEGY & PLANNING - Strategic Brief + Target Definition - Category & Competitive Analysis - Website Visitor Experience - Graphic + Copy + Image Asset Plan - Website Findability / SEO Strategy MARKETING TECHNOLOGY & ANALYTICS - Brand Sites & BloggingPlatform - Lead Gen & Ecommcerce Platform - Customer Relationship Mgmt Tools - Email & Mktg Automation - Web & Social Analytics Tools - Engagement Tools - Visitor Funnel to Goal Alignment GETREADYGETBETTER MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 14. Marketing Operations Questions: WHAT? We’re aiming at new outcomes. What are the metrics (KPI’s)? HOW? How are you going to promote the brand, engage customers, manage activity, and measure performance? WHO? Which Agencies / Programs will participate? Who needs to get assets, information, budget WHEN? Which goals need to be met when? MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 15.  Budgeting  Planning  Analytics  Analysis Examples… Tools of the Trade MeasuredMarketingLab.comPresented @ Boston University – April 2015
  • 16. Campaign Visitors 50,000 % That Engage 2% # Leads 1000 % Become Customers 15% New Customers 150 Avg Rev Per Customer $500 Potential Revenue $75,000 Margin 60% Incremental Rev $45,000 Marketing Investment $25,000 ROMI 80% Leverage? Where is theWhat are Your Numbers? March 14 MeasuredMarketingLab.comPresented @ Boston University – April 2015 It’s about the Return On Investment