Marketing Operations Flow (in text)

V2023.10 | Marketing Department

**Operations journey upon a marketing campaign/ product release is confirmed:

1. Project Briefing

• Marketing team (Agnes) receives a detailed project briefing from the stakeholders, incorporating the business/development directions, objectives/KPIs, and supporting materials.

• Project manager defines and develops the campaign direction, gimmick, and marketing plan in details, including objectives, target segments, tactics, deliverables and KPIs, timelines, scope of work, required budget and resources, and acceptance criteria.
  
  

• Project manager prepares briefing notes for third-party vendors engagement, project pitching and proposal development.
• Define and develop SOW:
  • Issues & challenges
  • Project objectives
  • Requirements
  • Deliverables, expected results/KPIs
  • Timeline
  • Budget (if any)
  • Company policy, brand guidelines
  • Supporting materials (if any)
• Project manager evaluates the proposals based on project requirements and in-house purchasing policies.
• Consolidate proposals/ quotations and review internally based on selection criteria.
• Shortlist vendors and seek necessary approvals before making a purchase.
• Create tickets on HubSpot and Monday and for procurement procedure.
• Create tickets on Monday and/or JIRM for project tracking and management upon procurement process is completed and 3rd party appointment is confirmed.
• Host kick-off meeting with relevant stakeholders and vendors to kick start the project and align with defined scope, deliverables, and timelines.
• Manage project development and review the progress from time to time. Adjust and fine-tune the deliverables to ensure outputs can meet the standards. Host regular status meetings to ensure progress and alignments.

• Marketing team members collaborate and work on material development based on the defined concepts, scope, messages, and deliverables.
  • Hold team briefing sessions to communicate key objectives, messages, visual directions, deliverables and expected KPIs.
  • Conduct brainstorming sessions to generate additional ideas if necessary.
  • Conduct regular progress reviews and meetings, and update the status on Monday and/or JIRA tickets.
• Follow internal approval process:
  • Obtain approvals for the developed materials from project owners, department head(s), and management (if necessary).
  • Issue tickets for final sign-off if applicable.

• Execute marketing activities to reach external/potential customers:
  • Ad campaigns: Technical settings on Google and social platforms based on the defined segments, themes, copy, formats, budgets, durations, and selected channels. Conduct A/B testing, closely monitor the results, proactively evaluate and adjust the ad placement strategy to optimize the results.
  • SEO marketing:
  • Content marketing: Create content to support other marketing initiatives such as blog articles, infographics, e-books, white papers, data sheets, landing pages, corporate and business decks, content syndications, press releases, media stories, advertorials, email marketing, sales letters, social posts, FAQs, scripts, etc.
  • Influencer marketing: Identify digital seeding opportunities and channels.
  • Event marketing: Plan and execute trade events, speaking opportunities, sponsorships, and recognition programs.
  • Update website, FAQs, marketing collateral.

6. Launch to CINNOX Users (Customers)

• Implement marketing activities targeted specifically at existing CINNOX users, covering trial, paid, partners, and inactive users:
  • Email notifications (eDMs): Segment databases, design layouts, and automate email notifications.
  • CXDB alerts: Issue tickets with relevant content for customer experience.
  • Trade events: Plan and execute events targeting specific objectives.
  • Tutorials/Technical/Supporting materials: Develop materials for APP Stores, FAQs, etc.

• Conduct internal marketing activities:
  • Internal training: Conduct internal training sessions facilitated by the product team.
  • Schedule training sessions (supported by HR) and prepare training materials, including presentation decks, videos.
  • Host sessions via CINNOX and record them with tags/labels for Knowledge Base
  • Internal announcement: Prepare announcement notes and distribute them via email and CINNOX.
  • Intranet and Confluence updates: Update content and visuals on the intranet platform, shared drive, and Confluence.

• Implement a system to track data, manage tickets, and generate reports for marketing activities.
• Data Tracking:
  • Implement tracking mechanisms such as web analytics tools, campaign tracking URLs, and CRM systems to capture relevant data.
  • Track key performance indicators (KPIs) aligned with marketing objectives, such as website traffic, conversion rates, click-through rates, engagement metrics, and lead generation.
• Ticketing:
  • Utilize Monday and/or JIRA to capture and prioritize marketing-related tasks and issues.
  • Assign tickets to the appropriate team members for timely resolution and follow-up.
• Reporting:
  • Generate reports to analyze marketing performance and effectiveness.
  • Compile data from various sources, such as web analytics, CRM systems, advertising platforms, and social media analytics.
  • Analyze data to identify trends, patterns, and insights related to audience behavior, campaign performance, and ROI.
  • Create visual dashboards or reports to present the findings in a clear and concise manner.
• Performance Evaluation:
  • Compare actual performance against predefined marketing objectives and KPIs.
  • Identify areas of success and areas that require improvement.
  • Assess the effectiveness of different marketing channels, campaigns, and tactics.
  • Analyze the impact of marketing efforts on lead generation, customer acquisition, and revenue generation.
  • Conduct A/B testing to evaluate the performance of different variations of campaigns or messaging.
  • Use data-driven insights to make informed decisions and optimize marketing strategies.
  • Share performance reports and insights with relevant stakeholders, such as marketing teams, management, and other departments involved in the marketing process.
• Continuous Improvement:
  • Use the insights gained from performance evaluation to refine marketing strategies and tactics.
  • Implement iterative improvements based on data-driven findings.
  • Experiment with new approaches, channels, or messaging to enhance marketing effectiveness.
  • Monitor ongoing performance and make adjustments as needed to optimize results.

• Marketing Qualified Leads (MQL):
  • Define lead qualification criteria in collaboration with the sales team to determine what constitutes an MQL.
  • Implement CRM tracking to capture lead data and track their interactions with marketing campaigns, website visits, content open, downloads, CTA clicks, and other engagement activities.
  • Use lead scoring models to assign scores to leads based on their level of engagement, demographics, firmographics, and behavior.
  • Regularly review and update the lead qualification criteria to ensure they align with the evolving needs of the business and sales objectives.
  • Sales Qualified Leads (SQL):
  • Collaborate closely with the sales team to establish the criteria for identifying SQLs.
  • (TBC) Implement lead handoff processes, such as automated notifications or regular meetings, to transfer MQLs to the sales team for further nurturing and conversion.
  • Provide the sales team with comprehensive lead information, including their engagement history, interests, pain points, and any relevant insights gathered during the marketing process (if any).
  • Maintain open communication channels with the sales team to gather feedback on lead quality and adjust lead qualification criteria as needed.
• Lead Nurturing:
  • Implement continuous email engagement campaigns targeted at MQLs and SQLs.
  • Develop personalized and relevant email content based on lead segmentation and buyer personas.
  • Provide valuable educational content, such as whitepapers, case studies, and webinars, that address lead pain points and showcase the value of the product or service.
  • Implement lead nurturing workflows that automate the delivery of targeted content based on lead behavior and stage in the buyer's journey.
  • Regularly review the effectiveness of onboarding materials and user experiences based on the data given by product team (if any).
  • Collaborate with the sales team to create a seamless onboarding experience for free trial users, providing guidance, support, and resources to help them experience the product's value.
• Supporting Conversion Materials:
  • Develop marketing materials, such as success stories, customer testimonials, and case studies, that highlight the benefits and successes of existing customers.
  • Create persuasive content that addresses common objections and demonstrates the ROI and value proposition of the product or service.
  • Collaborate with the sales team to provide them with the necessary materials and resources to support their conversations with leads, including sales decks, product sheets, and competitive information.
• Continuous Improvement:
  • Regularly analyze the effectiveness of lead nurturing efforts in converting MQLs into SQLs and paid customers.
  • Collect feedback from the sales team regarding the quality and readiness of leads.
  • Refine lead qualification criteria, nurturing workflows, and content strategies based on data-driven insights and feedback.
  • Collaborate with the sales team to align on lead handoff processes, feedback loops, and ongoing improvements to optimize lead conversion and revenue generation.

• Regularly review and assess the onboarding experience for free trial users and new customers.
• Gather feedback from users, sales team, and customer success representatives to identify pain points, areas of improvement, and opportunities to enhance the onboarding process.
• Analyse user behaviour and engagement data to understand how users are interacting with the onboarding materials and identify potential bottlenecks or areas where additional support may be needed.
• Collaborate with the sales and customer success teams to ensure the onboarding materials effectively address customer needs, align with their expectations, and facilitate a smooth transition from prospect to active user.
• Continuously update and optimise the onboarding materials based on user feedback, industry trends, and product updates.
• Conduct A/B testing or user surveys to gather insights on the effectiveness of onboarding materials and make data-driven decisions to improve the nurturing process.
• Monitor key onboarding metrics, such as activation rates, time to value, and user satisfaction, to evaluate the success of the onboarding experience and identify areas for improvement.
• Regularly communicate with the sales team and customer success representatives to stay informed about user feedback, challenges, and success stories, and incorporate these insights into the ongoing development of supporting materials.
• Conduct customer surveys and/or customer interviews to collect soundbites for testimonials, case studies, videos, etc. Invite customers to speak at important trade forums/ events and write reviews on G2.
• Maintain a feedback loop between marketing, sales, and customer success teams to ensure continuous improvement of the onboarding experience and materials throughout the customer lifecycle.