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60-90 Days: How to Ramp Up in A New Digital Marketing Role

Objective: a) Analyse CX gaps and propose solutions. B) Build/include in roadmap as that it can be addressed in the long term. c) Create solution MVP/ validate and scale (>90day)

  1. What use cases can we envision that are lacking from our CX (now and in the future)?
  2. Conduct a gap analysis of desired state vis a vis current state
  3. Develop a marketing transformation roadmap to bring us forward & build the business case by extrapolation for future growth
  4. Get senior leadership buy-in, create implementation plan and start executing
  5. Launch as pilot for data validation (incremental delivery and clustered sequencing)
  6. Deploy the re-engineered process, renewed/new capabilities, restructured org, redefined roles and re-architected systems

Outcome: Identify current / future state use cases and develop roadmap v1

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Uncategorized

30-60 Days: How to Ramp Up in A New Digital Marketing Role

Objective: a) Understand customer needs b) Identify gaps and short-term corrections leveraging data from S1 c) Define and develop high impact programs (repeatable and scalable) that will address customer needs

  1. Segmentation & personas – define core target audiences and needs
    1. Who are our top 3-5 buyer personas
    1. Conduct internal and external research (qualitative) to gather motivations and aspirations
  2. User journey mapping (e.g. Appendix 2) – identify high impact touchpoints that contribute to conversions and revenue (via workshops with internal stakeholders)
  3. Content review & strategy – Do we have the right content at the different funnel stages to address customer needs? Where are the lifestyle stories?
  4. Consolidated Reporting framework – single dashboard for holistic reporting across channels so that we can track progress for current and future campaigns/programs
  5. Build stand-alone programs (aligned to a thematic editorial calendar) to address the main customer funnel phases (awareness, consideration, conversion, retention) e.g. always on search, email nurture, mobile app

Outcome: Customer user journey map and end-to-end engagement plan across all channels

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Digital Strategy

First 30 Days: How to Ramp Up in A New Digital Marketing Role

Happy Friday, dear readers! Today, I’m going to be outlining what I do when I start a new role. The process is basically similar for most general marketing roles, though YMMV if you’re in a more specialized sector, such as media planning or SEO. This is what has worked for me well in the past, and its how I intend to start my next role.

The plan is comprised of 3 steps:

  • Set Baseline & Priorities [1-30 days]
  • Develop Segments/Personas/User Journey [30-60 days]
  • Envision future use case scenarios and develop marketing roadmap [60-90 days]

In this post, I’ll discuss what we need to do in Step 1, and I’ll cover the other 2 steps in subsequent posts.

Set Baselines

The objective at this stage is to set the channel baselines for awareness, consideration conversion and retention (or whatever marketing funnel definition is appropriate for your business), identify priorities to go after and leverage digital marketing channels to generate more sales and land some quick wins. (Its always important to start off a new role with some positive results for the business.)

Firstly, look at the following data repositories to build a view of what to keep, what to start, what to stop and what to do better:

  • Ongoing or recent campaign review with media and onsite performance data
  • Omniture/Google Analytics data to understand onsite user behavior
  • Chat log analysis
  • Historical Paid media reports from agencies/platforms
  • Overall media-mix
  • Social media analytics (listening and engagement)
  • Email performance
  • Lead to sales conversion ratio
  • Marketing attribution %
  • Seasonality data
A digital marketing data matrix
Tabulate the data

I would look at the last 12 months data, so that we can account for seasonality. Every digital channel will then be assessed against how it generates impressions, clicks, leads and revenue. We would then calculate ROI for each channel to determine the most efficient one. We would rank them accordingly, and benchmark against industry standards (or compare against best-in-class)

Tabulate this data and try to draw some conclusions from it. For example, for a particular period, if the CPC of a particular search campaign is low, but the CPA is high, then validate that against the landing page bounce rate to determine if you have a problem with the landing page. It is crucial that you develop as many actionable insights from this process as possible.

Prioritize

In parallel, you should also have started discussions with your internal stakeholders. Mostly, this will be for the purpose of introductions and making connections. It is also an opportunity to gather feedback on what are the priorities for the business (or part of business they are responsible for). The more people you speak to, the better your understanding will be. Start to formulate your marketing priorities by using this process:

Business Objectives
Business Strategy
Marketing Objective 
Marketing Strategy 
Priorities
Process to understand priorities

A business objective can de defined as the financial goals a business sets based on past and future projected growth. The strategy are the steps it will need to take to achieve those goals. For example, a business objective would be to increase the share-of-wallet for the IT spend by 20%. The strategy would then be to identify a particular segment (e.g. large enterprises) and engaging with IT Professionals. Using this same example, the digital marketing objectives would be to develop though-leadership among the IT Pros, and the digital marketing strategy would be to have a series of virtual roundtables with 50 IT Pros executives per quarter. We can reference back to our tabulated data to determine budget required (CPA x number of leads required), and raise that as a priority.

The next steps is to rank these priorities according to urgency and importance (The Eisenhower Matrix):

The Eisenhower Matrix ranks tasks by urgency and importance
https://www.developgoodhabits.com/eisenhower-matrix/

Now, once you have used data to identify tactics, and used the above frameworks to determine priorities for the business, you can start developing quick win campaigns. I usually start by putting together a communications framework and/or brief and circulating that among the stakeholders. Feedback and buy-in are vital to ensure that it is not a solo effort, and is instead seen as a team-effort.

Launch a Campaign

The last step would be to launch, within 30 days, the new campaign that is backed by data and is aligned to the business priorities. That is also how you can build momentum and win trust with the business. It also helps you hit the ground running, and we can use that momentum to jump into Step 2, which I’ll talk about in the next post.