Campaign Process Optimization Webinar

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

[email protected]

Thank you!