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

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. 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. 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. Why you need campaign process
John Bokelmann
Senior Manager,
Campaign Services
DemandGen International, Inc.

6. More work… less help

7. Caught up in the Whirlwind
• Reactive vs. Proactive
• Insanity rules . . .quality suffers
• Is anyone tracking results?

8. Planning saves time and expense
11,106 miles
179 hours
$1,800
2,906 miles
42 hours
$500

9. Directions = Process
• Step-by-step instructions
• Optimized
• Streamlined

10. Work Smarter!
Planning + Process

11. Process and Campaigns
Angela Najab
Optimization Manager,
Campaign Services
DemandGen International, Inc.

12. Process is a
GOOD THING

13. Conferences

14. Workflow behind bringing a campaign from an idea to deployment
Goal: Efficiency + Quality + Creativity
Definition of the Campaign Process
Workflow

16. STRATEGY EXECUTION

18. 7 Roles
1. Requestor
2. Campaign Manager
3. Producer
4. QA Analyst
5. List Manager
6. Requestor Liaison
7. Process Manager

20. 1. REQUEST COMPONENT

21. 2. EXECUTION COMPONENT

22. 3. MANAGEMENT COMPONENT

23. 4. CHANGE COMPONENT

24. FOUNDATION:
1. REQUEST COMPONENT
2. EXECUTION COMPONENT
3. MANAGEMENT COMPONENT
4. CHANGE COMPONENT

25. 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

26. Request Component
PORTAL
• Email Calendar
• Visuals
– Sample Newsletter (Word doc)
– Templates
– Brand Guidelines
• Request Form
• Ticketing System
• Rules (checklist)
• SLAs, Process Workflow
• Reporting

27. 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
 …

28. Request Component

29. Supplemental Aids – Sample 1
Request Component

30. Sample 2
Request Component

31. Request Component
Ticketing System

32. Request Component
Ticketing System
 Repository with Status
 Workflow/Task Assignment
 Task Dependencies
 Calendar
 Collaboration
 Time
Management/Tracking
 Workload/Bandwidth
Management
 Production Stats – LOE

33. 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

34. 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

35. 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

36. 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

38. 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

39. Success comes from. . .process

40. 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. . .

41. Q & A

42. Contact
DemandGen Campaign Execution Services at
ceservices@demandgen.com
www.demandgen.com
Thank
you!