Automated Campaign Deployment for Better Scalability
Marketing teams often face inefficiencies due to manual campaign setup processes, leading to slower execution. Automating this workflow can unlock new potential for efficiency and creativity.
The Challenge: Manual Campaign Setups Stifling Growth
Marketing teams in global organizations face a pressing challenge: too much time spent on repetitive, manual campaign creation tasks. From entering campaign data into platforms to handling approval processes, there’s little room left for creativity and strategy. Central demand generation teams juggle the task of processing briefs from local marketers, manually building campaigns, and sending assets for approval. Additionally, localization and translations add new layers of delay and complexity. The result? Inefficient processes that limit scalability and hinder the delivery of timely, impactful campaigns.
The Solution: Automating Campaign Creation and Distribution
To tackle inefficiencies, automating the campaign creation and distribution process can bring significant improvements. Here’s how to implement this:
- Structured Input for Campaign Requests: Use tools like Google Forms or a Campaign Calendar to capture details from marketing teams at local and global levels. This standardization ensures consistency and clarity.
- Automated Workflow Integration: Create a system that automatically retrieves structured requests and launches the campaign-building process in the selected marketing automation platform, such as Marketo Engage.
- Template Cloning and Program Variables: Leverage predefined templates where programs can be cloned. Fill in program variables (like my.tokens in Marketo) for quick customization and consistent standards.
- Human-in-the-Loop (HITL) for Approvals: Introduce a checkpoint for reviewing core campaign elements such as emails and landing pages. These assets are then automatically sent to requesters for approval, ensuring quality control and compliance.
- Automation for Localization and AI Enhancements: Expand automation capabilities to include AI-driven content creation, translations, and localization workflows to adapt campaigns swiftly for different regions.
- Go Live Automatically: After approval, the campaigns are deployed automatically, accelerating time-to-market while freeing up resources for strategic initiatives.
By implementing these elements, you streamline both asset creation and campaign execution, balancing speed and precision.
The Impact: Benefits of Automated Campaign Processes
Adopting automated marketing workflows offers tangible benefits. Teams can refocus on strategy rather than execution, saving time and improving collaboration. Campaign execution scales effortlessly across markets, reducing inefficiencies and errors. Localization, translations, and AI-supported workflows streamline global campaigns, making them faster and more consistent. Ultimately, this approach fosters stronger alignment between central and local teams, leading to higher-quality campaigns and better business outcomes.