The document discusses marketing inefficiency and provides tips to increase efficiency. It defines an efficient marketer as someone who gets their job done faster with fewer resources. The document evaluates that content is one of the biggest areas of inefficiency for marketers, costing an estimated $958 million per year. It provides tips in four key areas to improve efficiency: using technology to improve coordination and visibility, standardizing tasks and workflows, using a centralized calendar, and ensuring content is targeted to personas.

1. MASSIVE COST
THE
OF INEFFICIENT
MARKETING PROCESSES

2. AGENDA
• DEFINE:
What does it mean to be an efficient marketer?
• EVALUATE:
Where are marketers the most inefficient?
• GET IT DONE:
Tips for increasing personal and team efficiency—everyday.

3. What does it mean to be
efficient?

4. efŸfiŸcient
adjective
achieving maximum productivity with
minimum wasted effort or expense
(especially of a system or machine)

5. For marketers…
GETTING YOUR JOB DONE
FASTER
WITH FEWER RESOURCES

8. For marketers…
AREAS THAT NEED
THE MOST
FINE TUNING

9. CONTENT.

10. 89%
OF MARKETERS CONSIDER
CONTENT
A TOP PRIORITY
OR SOMEWHAT OF A PRIORITY

11. MANAGING THE
OVERALL CONTENT PROCESS
IS THE
NUMBER ONE STRUGGLE
REPORTED BY
SURVEYED MARKETERS

12. INEFFICIENCY IN CONTENT PRODUCTION
RESULTS IN AN ESTIMATED
$958 MILLION
EACH YEAR

13. INEFFICIENCY IN CONTENT PRODUCTION
RESULTS IN AN ESTIMATED
$958 MILLION
EACH YEAR

14. EFFICIENCY EXPERTS
PRODUCE
2X MORE CONTENT
163% FASTER

15. MAIN CHALLENGES OF
AVERAGE COMPANIES
1. MEETING DEADLINES
2. COLLABORATION
MAIN CHALLENGES OF
TOP PERFORMING COMPANIES
1. CONTENT VOLUME
2. MEASURING EFFECTIVENESS

16. MARKETING INEFFICIENCY

17. 1. MEETING TASK DEADLINES (92%)
2. REDUNDANT CONTENT CREATION (91%)
3. COORDINATING PEOPLE CONTRIBUTING
TO CONTENT (81%)
Marketers feel the least efficient at…

18. 4 AREAS OF MARKETING
EFFICIENCY

19. PROBLEM:
COORDINATING YOUR TEAM
AND CONTRIBUTORS

20. SOLUTION:
VISIBILITY AND ACCOUNTABILITY

21. • Get out of “email hell”
• Define roles
• Agree upon timelines
• Work within the same technologies

22. PROBLEM:
INCONSISTENT TASKS
AND WORKFLOWS

23. SOLUTION:
STANDARDIZE AND TEMPLATIZE

24. • Map out everything you need for content
• Map out everything you need for
campaigns
• Identify consistent tasks, content, and
people
• Optimize and tweak

25. PROBLEM:
NO CENTRALIZED CALENDAR

26. SOLUTION:
WELL…GET ONE

27. • Identify the most important fields you
want to track
• Create a legend or key for your colleagues
• Share all major milestones and timelines
with internal stakeholders
• Use technology

28. PROBLEM:
IRRELEVANT, NON-TARGETED
CONTENT

29. SOLUTION:
MAP CONTENT TO PERSONAS
AND BUYING STAGE

30. • Share persona and buying stage details
with your team
• Hold a persona workshop or brown bag
• Map every single asset to a specific
persona and buying stage
• Test, execute, optimize

31. bit.ly/MarketingInefficiency