Planning for a campaign is much easier with Marketing Suite products which are designed to cater to every marketing objective or activity. Marketing Effectiveness helps in reducing the time and budget for any Campaign. The below article will help to understand the steps involved in getting started with effective marketing management. The Marketer can refer to below areas for marketing planning:
  • Define Marketing Objectives
  • Define Marketing Use Cases
  • Define Marketing Processes
  • Define IT environments & IT Integrations
  • Implementation Planning & Execution
  • Steady-State Operations – Campaign design, execution & performance reviews
  • Periodic Reviews of marketing campaigns, processes & outcomes

​Defining Marketing Objectives
The Marketer needs to have a set of marketing objective finalized before the actual implementation. This will help the implementation team with a clear vision of what needs to be designed and executed. The Marketer can assess below points which can help in finalizing the business objective:

  • Define End to End Use Cases

          –       Outbound Batch Campaigns
          –       Real-time Inbound Marketing – Call Center
          –       Real-time Inbound Marketing – Web Site

  • Define Marketing Calendar for 4 quarters
  • What is the Objective of each Campaign?
  • What would be the Target Segments & Channels for each Campaign?
  • What is the strategy for Response Attribution & Tracking?
  • Define which marketing metrics would be improved by a Campaign– by how much – at what rate?
  • Sample metric KPIs – Acquisition, Adoption, Attrition, Response Rates, Cross-Sell, Up-Sell, Lead Generation
  • What would be the cost & ROI of each Campaign?

It is most important – To Get a Sign off from Business Owner (Sales Leader, CMO or CEO) for the finalized Marketing Objectives

​Defining Marketing Operations Processes
Every campaign involves a lot of planning, task allocation, finance management, and approvals. The ‘Plan’ will help the marketer to effectively plan campaign activities.
  • Define Roles & Responsibilities at a team & individual person level

          –      Team – example – Product, IT, IT Partner, Marketing & Data teams
          –      Roles – example – Campaign Designer, Creative Analyst, Campaign Approver,
Campaign Requestor, Marketing Manager, Campaign Manager, etc

  • Define Workflow Per Campaign – Sequence of tasks, Approvals, Dependencies
  • Define Marketing Artifacts – Campaign requests, Creatives, Reports
  • Define SLAs between Product, IT, Marketing & Data teams
  • Define Campaign Life Cycle – How is a Campaign requested, approved, planned, executed, managed?
  • What is the QA process – before a Campaign goes live?
  • Define Offer Life Cycle – How is an Offer created, updated, re-used, retired?
  • How is the Creative for an Offer created, reviewed and managed?

IT Environments – Performance & Resource Sizing
Before starting with implementation any marketing automation marketer needs to understand hardware requirements. Below points can help marketer for a better environment:

  •  Define IT environments & Owners

           –      Production
           –      Development
           –      QA/UAT

  • Define baseline & projected resource utilization across –

           –      CPU, Storage, RAM, Physical Servers

  • What is the Baseline Sizing for –

           –      # of Campaigns
           –      Customer Records
           –      Marketing Offers via emails
           –      Concurrent Users
           –      Max Concurrent Website visitors
           –      Max concurrent Call Center agents or calls
           –      User Data size

  • What is the Projected growth across the next 3 years? What will be the corresponding resources needed?
  • Define Business Continuity Plan – High Availability & Disaster Recovery
  • Define IT Integrations

           –      Define Integration Points with external systems
           –      Call Centre Infrastructure
           –      Web Site infrastructure
           –      Data Warehouse
           –      Offer Delivery Systems (email, SMS, …)

  • Define Integration with data warehouse

           –      Data Cleansing, Curating
           –      Flowchart design
           –      SQL Queries
 
Marketing Process – Measuring Campaign Performance & Marketing Effectiveness
It’s always important to measure the performance, this helps in identifying changes required in marketing strategy, regular check on performance and effectiveness avoids the failures in the latter stage of campaigning.  A marketer needs to:

  • Reviews of Campaign Performance, Learnings, Feedback into Campaign design, etc
  • Measuring Business Impact

          –      Measure actual Campaign Performance v/s Actual Performance
          –      Conduct Monthly Campaign Performance Reviews with Business Owner
–      Business Owner should score each Campaign performance
          –      Include Learning & Feedback into Campaign Design & Execution

  • Get a Sign off from Business Owner (Sales Leader, CMO or CEO) of Marketing Processes

Marketing Platform, Campaign, Interact, Marketing Operations, Contact Optimization, and Opportunity Detect are trademarks of IBM Corporation, in at least one jurisdiction, and are used under license. 

Rahul Bhagat
Development Manager

Rahul has been with Marketing Suite for the last 10 years, worked on various products of the portfolio like Campaign, Interact.
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