I was wondering what were your experiences in Campaign management; to be more specific how your teams have been handling all the campaign activities (how does the marketing request a new campaign, where are the assets shared, if you used ticketing tool or excel, etc.).
I have worked with Jira for the campaign requests where then the marketing would attach an excel sheet with the email template and details of the campaign but found it quite time consuming. I was wondering if anyone has a better approach.
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Let me spill some of my tea for you sis...
The tools I use are:
1. Request from the marketing campaign coordinator (internal or external) through a master landing page that has different campaign types
2. Request sends to Slack alert on a specific channel
3. Campaign Manager approves and Zapier automatically creates an asana task which then creates a specific Gmail calendar and also creates a Salesforce Campaign with the correct salesforce campaign type
4. Marketing Operations clones templates and puts the correct information in the designated areas, sends for approval from the requester and connects the Campaign flow to the approved SFDC Campaign
- If you have external campaign individuals helping you with campaigns and content they can create a campaign without you having to create an SFDC user (which cost money)
- Creates a specific Gmail Calendar that allows you to have a full idea of content to help with marketing and sales play and align specific it for full effectiveness
- Reporting: Go to Airtable to see campaign request vs. campaign approved
- Data Normalization when doing attribution with Bizible and Leandata Clarity with campaign status on SFDC
We have a PM who intakes all of our materials for us. We have trained her on what to look for, what could cause issues, etc. and she then uploads it into our project management software (teamwork which is like Jira) and a notification goes out to my team. This way we are not responsible for directly interfacing with the business when in taking requests, she understands the workload of asks coming across and can filter them for priority, and my team can focus on building and optimizing rather than back and forth edits or chasing down materials.
There is no perfect approach. Depends on how you've setup MOPS and Campaign Production.
We use Wrike (project management software built for marketers) to manage all campaign requests. On our team, each programs manager has a specialist under them that creates the program, cloned from a shell. We have forms set up within Wrike for the Program Manager to submit all the information needed for a program, at which then the specialist creates the program. If they want an email sent out to promote the program, they then submit another form to my team (MarOps) for deployment.
I've worked with a variety of different tools/approaches (PM/no PM, Jira, Asana, GoogleDrive, Basecamp, etc). Regardless of the tools they use, the companies I've seen that are most efficient all have a template or form that marketing uses to provide materials - sender name, copy, template, send date, audience, images, etc. - and have been trained to exclusively follow this process. While it's unlikely you can completely eliminate the back and forth, having a clear outline of what is needed helps a lot and little details are overlooked less often.
Yes, I agree. It will never be perfect.
Create a process, define it, setup some type of request form/template and keep making people fill it out with you. The people who get it will be your friends and get their stuff done faster.
We use Workfront. More detail can be found in my reply in this thread: Re: MARKETO SOP
One of my previous jobs was HEAVILY focused on filling out forms to get things made. I worked as a campaign specialist at a large international company on a team where 3 of us would come up with campaigns for our respective products and then spend probably 30% of our time trying to get stuff built. By that I mean filling out forms for different groups (content, images, website, marketo, etc) to request items for our campaigns. Naturally at multiple times different managers tried to combine ticketing systems to make this go easier, but it never worked. Project management is a major area for MOPs that is often overlooked by leadership who underestimate the time something like this takes.
Right, in my past experiences either there was someone dedicated to filling out the forms from the Operations team or the Marketing would just refuse to make email campaigns with Marketo as they were used to deal with Agencies that took care of everything without any forms to fill.
I would also evaluate Podio.
Super customizable, has great automations and integrations.
We had to move to Workfront and it took months to get close to what was created in Podio and it wasn't nearly as easy to use.