OPTIMIZING YOUR CAMPAIGN PROCESS:
WORK SMARTER, NOT HARDER
HOST: DAVID LEWIS | CEO | DEMANDGEN INTERNATIONAL, INC.
EXPERTS...
Host: David Lewis
CEO & Founder
DemandGen International, Inc.
Angela Najab
Optimization Manager
DemandGen International, I...
What we’ll cover
1. Why you need a defined campaign process
2. Optimal campaign process and marketing
workflow management
...
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 C...
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:
...
Request Component
PORTAL
• Email Calendar
• Visuals
– Sample Newsletter (Word doc)
– Templates
– Brand Guidelines
• Reques...
Request Component
PORTAL
• Email Calendar
• Visuals
– Sample Newsletter (Word doc)
– Templates
– Brand Guidelines
• Reques...
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
 Co...
Execution Component
Objective:
To execute within SLA while adhering to guidelines
Focus:
To perform quality work, efficien...
Execution Component
 Templates:
 Programs
 Assets: email, LP, generic TY page
 List segments: geographic, persona, pro...
Service Level Agreements (SLAs)
SLA Matrix Email Blasts
Landing Page
+ Form + TY
Email + LP +
Form + TY
Basic program + mu...
Management Component
Objective:
To enforce rules and listen for change
Focus:
To satisfy the needs of Marketers and the E-...
Objective:
To allow for change
Focus:
To do it smoothly
Consider:
1. How is all of the above affected?
2. QA Effort – like...
Success comes from. . .process
Your Mission
Gather, organize, and streamline all of your
marketing requests so you can:
• set strategic priorities
• nego...
Q & A
Contact
DemandGen Campaign Execution Services at
ceservices@demandgen.com
www.demandgen.com
Thank
you!
Campaign Process Optimization Webinar
Campaign Process Optimization Webinar
Campaign Process Optimization Webinar
Campaign Process Optimization Webinar
Campaign Process Optimization Webinar
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Campaign Process Optimization Webinar

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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

Published in: Business, Technology
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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

    1. 1. 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.
    2. 2. Host: David Lewis CEO & Founder DemandGen International, Inc. Angela Najab Optimization Manager DemandGen International, Inc. John Bokelmann Senior Manager, Campaign Services DemandGen International, Inc.
    3. 3. 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
    4. 4. Why you need campaign process John Bokelmann Senior Manager, Campaign Services DemandGen International, Inc.
    5. 5. More work… less help
    6. 6. Caught up in the Whirlwind • Reactive vs. Proactive • Insanity rules . . .quality suffers • Is anyone tracking results?
    7. 7. Planning saves time and expense 11,106 miles 179 hours $1,800 2,906 miles 42 hours $500
    8. 8. Directions = Process • Step-by-step instructions • Optimized • Streamlined
    9. 9. Work Smarter! Planning + Process
    10. 10. Process and Campaigns Angela Najab Optimization Manager, Campaign Services DemandGen International, Inc.
    11. 11. Process is a GOOD THING
    12. 12. Conferences
    13. 13. Workflow behind bringing a campaign from an idea to deployment Goal: Efficiency + Quality + Creativity Definition of the Campaign Process Workflow
    14. 14. STRATEGY EXECUTION
    15. 15. 7 Roles 1. Requestor 2. Campaign Manager 3. Producer 4. QA Analyst 5. List Manager 6. Requestor Liaison 7. Process Manager
    16. 16. 1. REQUEST COMPONENT
    17. 17. 2. EXECUTION COMPONENT
    18. 18. 3. MANAGEMENT COMPONENT
    19. 19. 4. CHANGE COMPONENT
    20. 20. FOUNDATION: 1. REQUEST COMPONENT 2. EXECUTION COMPONENT 3. MANAGEMENT COMPONENT 4. CHANGE COMPONENT
    21. 21. 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
    22. 22. Request Component PORTAL • Email Calendar • Visuals – Sample Newsletter (Word doc) – Templates – Brand Guidelines • Request Form • Ticketing System • Rules (checklist) • SLAs, Process Workflow • Reporting
    23. 23. 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  …
    24. 24. Request Component
    25. 25. Supplemental Aids – Sample 1 Request Component
    26. 26. Sample 2 Request Component
    27. 27. Request Component Ticketing System
    28. 28. Request Component Ticketing System  Repository with Status  Workflow/Task Assignment  Task Dependencies  Calendar  Collaboration  Time Management/Tracking  Workload/Bandwidth Management  Production Stats – LOE
    29. 29. 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
    30. 30. 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
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. Success comes from. . .process
    35. 35. 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. . .
    36. 36. Q & A
    37. 37. Contact DemandGen Campaign Execution Services at ceservices@demandgen.com www.demandgen.com Thank you!

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