12 Questions to Ask to Gauge Your Marketing Velocity

Marketing Velocity

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The pace of change is accelerating at an exponential rate – Can the way you do marketing keep up to the speed of change?

Speed and Productivity matter now more than ever.

Enter Marketing Velocity!

Marketing Speed or Velocity describes a brand’s rate of productivity and the speed at which marketing efforts yield business results.

Instead of planning campaigns for weeks in advance and rolling them out over a period of many months, brands need to respond instantaneously in a matter of a few days or even a few hours. Brands that cannot get their messages out quickly according to the shifts in online sentiments and other events may miss out on opportune moments that can boost business growth.

Thus, the new “need for speed” in rolling out marketing campaigns has led to marketers adopting modern campaign management systems and marketing automation tools to automate repetitive processes and drive marketing velocity.

75% of marketers state that they currently use at least one type of marketing automation tool.

However, simply investing in a campaign management system does not guarantee success!

Oftentimes, companies expect these technologies to be the solution than enable the solution. Ultimately the million-dollar question is whether all marketers can justify the investment made in marketing automation tools and drive the intended marketing velocity?

10 Questions to Ask to Gauge Your Marketing Velocity

Implementing marketing automation platforms is not a silver bullet that will fire out campaigns magically. You still need to orchestrate the solution according to your organization’s marketing workflow.

As you know, every business follows different processes and does marketing differently.

This means to “be up to speed” you need to first undertake all the groundwork before you jump on the marketing automation bandwagon.

Here are 10 questions to consider to make the most of your campaign management tool and drive the intended marketing velocity:

  1. What inputs or data are needed for the smooth functioning of the selected platforms? Are you planning to collect and integrate data from various sources using a data lake, data warehouse or customer data platform?
  2. What is the process flow your business units follow to run multi-stage campaigns without any conflict?
  3. How would you develop creatives at scale to run targeted campaigns at speed?
  4. Are you planning to reuse creatives, segments and campaigns to churn out campaigns quickly?
  5. Who owns what part of the workflows of the system including various stakeholders from Data, IT, marketing, sales, etc. so that teams and individuals can get approvals in time?
  6. How to set up the campaign creation process and check the feasibility of a campaign idea before going through the rest of the campaign management processes?
  7. How to define campaign complexity, SLAs and their adherence schedule?
  8. How to define the standard inclusion and exclusion criteria?
  9. What naming conventions to follow for your campaigns so that they can be identified easily?
  10. Since campaigns are run across multiple channels today, what are some of the channels you will be using and do they seamlessly fit into the selected platform?
  11. Do you a have tracking mechanism in place for response reporting and report building?
  12. Are you adhering to data privacy norms as per your regional regulations like GDPR, CCPA, etc. when collecting data from customers to run targeted campaigns?

Want to know if you are doing all the activities to comply with the data privacy regulations of GDPR? Here’s a free GDPR compliance checklist.

Making the Most of Marketing Automation to Accelerate Marketing Velocity

Most marketers end up using their marketing automation tools to run email marketing campaigns or focus most of their efforts on one channel alone. To avoid getting yourselves in the same position, ensure to strategize and prepare your groundwork by:

  • Breaking down function silos and defining an omni-channel strategy
  • Devising a clear and integrated data management strategy
  • Moving from a campaign/tactical mindset to a strategic mindset

Besides, answer the above vital questions to gauge your marketing velocity and extract the utmost value from the campaign management system that you seek.

One of Singapore’s leading info-communications company invested in a campaign management system but were unable to increase their marketing velocity. Their campaign processes were one-off and were focused on only one channel. There were no efficient and standardized methods to measure campaign responses. We analyzed their existing system and identified ways to streamline the end-to-end campaign processes right from creation to reporting and greatly reduced the number of manual interventions. This gradually led to an increase in marketing velocity wherein campaigns of varying complexities were executed in a very short span of time, surpassing the company’s initial expectations.

Marketing automation is seen as a saviour for many marketers, whether they are hard-up for budget or hard-up for time. It holds the key to streamlining your campaigns across the board and the prowess to determine the effectiveness of your campaign tactics. Therefore, it’s vital for brands to show off the power that such martech solutions provide and drive the intended marketing velocity to zoom ahead of their competitors.

Is your marketing automation platform enabling your brand to increase marketing velocity? Drop your comments below or write to us at marketingfolks@xerago.com

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