WARNING Don’t Wing Campaign Development: 6 Steps to a Flawless Rollout
In last month’s blog post, we discussed the third of the five core marketing processes essential to effective and efficient marketing operations: the data-related process. This month let’s switch gears and discuss the campaign development process.
"What?" I hear you say. "We don’t need more process, red tape and nonsense slowing us down. Just get out there and execute some email campaigns and call it good." STOP! Winging it in campaign development will ultimately lead to launching faulty campaigns, take longer to execute than anyone imagined, frustrate team members and get you reassigned.
Campaign Development Process
If all your campaigns look like this, you may not need a campaign development process:
They may be multichannel, have lots of touch points, offers, landing pages, ad copy, graphics, emails, etc. Developing richer, more engaging campaigns such as this on your marketing automation system requires a defined campaign development process to ensure high quality results and flawless campaigns. A defined campaign development process outlines the roles and expectations for every player involved.
Your campaign development process, however simple, will probably contain at least the five stages shown below.
The strategy stage is where the program or campaign is proposed, the costs and benefits are weighed, and if approved, it moves to the design stage. During the design stage, the campaign brief, potentially a creative brief, and ultimately the detailed campaign blueprint are created. While the campaign brief is a simple, one-page document that describes the campaign, the blueprint is the document that you hand off to your marketing automation platform (MAP) campaign builders. It contains every detail they will need to build, test and launch the campaign. It has every requirement in it, including dynamic content rules, A/B testing, campaign flow, timing, templates to be used, URLs desired, channels, offers, UTM codes, etc.
Kevin Joyce is CMO and VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.
Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at email@example.com. Download TPG’s new white paper: Introduction to the Revenue Marketing Center of Excellence here.