campaign process optimization webinar
DESCRIPTION
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 toolsTRANSCRIPT
OPTIMIZING YOUR CAMPAIGN PROCESS: WORK SMARTER, NOT HARDERHOST: 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 LewisCEO & FounderDemandGen International, Inc.
Angela NajabOptimization ManagerDemandGen International, Inc.
John BokelmannSenior Manager, Campaign ServicesDemandGen International, Inc.
What we’ll cover
1. Why you need a defined campaign process2. Optimal campaign process and marketing
workflow management3. Building the foundation 4. A proven implementation
approach5. Q & A
Why you need campaign process
John Bokelmann
Senior Manager, Campaign ServicesDemandGen 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 miles179 hours$1,800
2,906 miles42 hours
$500
Directions = Process
• Step-by-step instructions• Optimized • Streamlined
Work Smarter!
Planning + Process
Process and Campaigns
Angela Najab
Optimization Manager, Campaign ServicesDemandGen International, Inc.
SOLD
Process is a GOOD THING
Product Announcements
WEBINARS
NewslettersEvents
eBooks
White Papers
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. Requestor2. Campaign Manager3. Producer4. QA Analyst5. List Manager6. Requestor Liaison 7. Process Manager
Cross-train everyone!!
1. REQUEST COMPONENT
2. EXECUTION COMPONENT
3. MANAGEMENT COMPONENT
4. CHANGE COMPONENT
FOUNDATION:1. REQUEST COMPONENT
2. EXECUTION COMPONENT3. MANAGEMENT COMPONENT
4. CHANGE COMPONENT
Request ComponentObjective:
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 ComponentPORTAL• Email Calendar• Visuals
– Sample Newsletter (Word doc)– Templates– Brand Guidelines
• Request Form• Ticketing System• Rules (checklist)• SLAs, Process Workflow• Reporting
Request ComponentPORTAL• 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 ComponentTicketing System
Request ComponentTicketing System
Repository with Status Workflow/Task Assignment Task Dependencies Calendar Collaboration Time
Management/Tracking Workload/Bandwidth
Management Production Stats – LOE
Execution ComponentObjective:
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 + TYEmail + LP + Form + TY
Basic program + multiple emails + LP + Form + TY
Newsletters 1 / month Offers 1 / month Tradeshows ? Webinars / Webcasts 1 – 3 / monthHosted Conferences 1 / yearAnnouncements/Product Updates
1 - 2 / month
Execution Component
Volume& LOE by Type:
Timing
Management ComponentObjective:
To enforce rules and listen for changeFocus:
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
Thank you!