[Webinar] Kapost on Kapost: Planning Strategic Marketing Campaigns
Watch the webinar: resources.kapost.com/planning-strategic-marketing-campaigns-webinar.html We called in the Kapost experts to discuss the ins and outs of marketing strategy in greater detail. In this webinar, we're giving you a peek into the ways Kapost's own marketing team plans its year and the in-depth research our product team conducted to identify the biggest challenges facing marketers today. In this webinar, you'll learn: - How to plan initiatives you'll actually execute - How Kapost builds its marketing strategy - How to monitor the progress of your plans - How to build a foundation for success WEBINAR DETAILS Thursday, March 22, 10 a.m. PDT/1 p.m. EDT We gave you eight templates to guide your strategic planning needs, and now we're back to discuss the ins and outs of marketing strategy in greater detail. In this webinar, we're giving you a peek into the ways Kapost's own marketing team plans its year and the in-depth research our product team conducted to identify the biggest challenges facing marketers today. In this webinar, you'll learn: How to plan initiatives you'll actually execute How Kapost builds its marketing strategy How to monitor the progress of your plans How to build a foundation for success Come ready with questions! We'll wrap up with a Q&A. Your Hosts: Bricelyn Jones, Product Owner at Kapost Bricelyn wears a few different hats on the product team. When she’s not driving the day-to-day project needs of what our design and engineering teams are executing, she’s planning out the future of Canvas. She makes it a priority to get away from her computer screen and backpack in all seasons with her trusted hiking partner, Milton, the golden retriever. Paralee Walls, Director of Content Operations and Digital Marketing at Kapost An educator at heart, Paralee is dedicated to building a marketing operation that matters. That means designing digital experiences for every customer that engage, delight, and inform with the right content at right time. She is a guest lecturer for the Digital Creative Institute and General Assembly and contributor to Forbes, CMI, and Kapost's own Marketeer.
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[Webinar] Kapost on Kapost: Planning Strategic Marketing Campaigns
- 1. THE B2B MARKETING OPERATING SYSTEM © 2018 Featuring Bricelyn Jones and Paralee Walls Kapost on Kapost: Planning Strategic Marketing Campaigns
- 2. THE B2B MARKETING OPERATING SYSTEM © 2018 We All Strive for Customer-Centricity 53% (Source: The B2B Content Strategy and Operations Benchmark) of content created is customer-centric.
- 3. THE B2B MARKETING OPERATING SYSTEM © 2018 The Problems: Alignment & Execution (Source: The B2B Content Strategy and Operations Benchmark)
- 4. THE B2B MARKETING OPERATING SYSTEM © 2018 The Problems: Alignment & Execution (Source: The B2B Content Strategy and Operations Benchmark)
- 5. THE B2B MARKETING OPERATING SYSTEM © 2018 The Problems: Alignment & Execution (Source: Marketing’s $958 Million Problem: Quantifying the Cost of Inefficient Content Processes) $0.25 of every dollar spent on content marketing is wasted on inefficient content operations. B2B US companies waste $958M each year due to inefficient content operations.
- 6. THE B2B MARKETING OPERATING SYSTEM © 2018 Introductions Bricelyn Jones Product Owner of Studio and Canvas Kapost Paralee Walls Director of Digital Marketing and Content Operations Kapost @paralee
- 7. THE B2B MARKETING OPERATING SYSTEM © 2018 Kapost Marketing Quarterly Planning Cadence 12 WO PRIORITIZE Define and agree on product and design priorities 11 WO 10 WO 9 WO 8 WO 7 WO 6 WO 5 WO 4 WO 3 WO 2 WO 1 WO DEVELOP PREPARE Activities: Critical Steps to Complete Planning Process Deliverables: Key Artifacts Due Based on Planning Activities Marketing Planning Kick-Off LT Review and Feedback Final Plan Complete Final Plan in Kapost Team Specific Feedback Salons Define, test, research and estimate solutions Plan and commit to roadmap Quarterly Objectives Planning Input Briefs Final Marketing Objectives & Key Results Team Execution Planning Marketing Plan Draft 1 Complete Campaign Briefs Roadmap Draft
- 8. THE B2B MARKETING OPERATING SYSTEM © 2018 Questions?
- 9. THE B2B MARKETING OPERATING SYSTEM © 2018 Thank You!
Notas del editor
- Source: kapost 2017 content strategy and operations benchmark
- While marketing leaders and content creators are in agreement on many of the top barriers to success, there is one place they seem completely out of touch: alignment. 42% of marketing leaders don’t see lack of horizontal and vertical alignment (aligning leadership strategy and marketing tactics across departments) as a barrier to success, while over 20% of content creators see it as one of the greatest barriers to success.
- While marketing leaders and content creators are in agreement on many of the top barriers to success, there is one place they seem completely out of touch: alignment. 42% of marketing leaders don’t see lack of horizontal and vertical alignment (aligning leadership strategy and marketing tactics across departments) as a barrier to success, while over 20% of content creators see it as one of the greatest barriers to success.