Stage Marketing Process Campaign Best Practice Marketing Process

Stage Marketing Process Campaign Best Practice Marketing Process – Assessing Framework Market & Audience Planning Market Potential has been assessed and validated Difficult Audience Intelligence research results in Persona and Ecosystem Planning In Place Buyer Process Mapping is in place for each unique buyer In Place Content Audit & Mapping to the buyer’s process and existing inventory Difficult Measure/Scorecard campaign alignment to key business objectives Pilot campaigns performed before roll-out Campaign Planning Feedback Difficult Attainable Develop business cases to prove funding of campaign Attainable Creative development is performed through formal creative briefing process Measure Attainable Ability to rank/prioritize campaigns Ensure campaigns have measurable outcomes Execution Assessment A/B Testing of key conversion points, campaign optimization Assess synergies of multiple campaigns running simultaneously In Place Attainable Difficult Attainable Ability to optimize campaigns in flight based on real-time agile analysis In Place Define measurable bottom-line metrics (volume) Difficult Analysis of past campaigns document performance to inform development of new campaigns In Place

Marketing Process Best Practice Assessment Key 1 = Gulf Difficult 2 = Gap Attainable 3 = Aligned In Place Aligned § Capability exists § Documented process § Staff are trained/experienced to perform this capability § Incomplete capability exists § Informal process is not documented § Staff are insufficiently trained/experienced to perform this capability § No capability or process exists § Staff does not exist or not trained/experienced to perform this capability Gap Gulf