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How do you use lessons learned from previous campaigns to inform future strategies?

Sheena Sharma

JumpCloud Vice President, Revenue Marketing • 2y

I have a three-pronged strategy that works pretty well: And that's the concept of (1) quarterly plans, (2) documented strategic briefs for every campaign and (3) quarterl...

597 Views

What testing methodologies do you employ to optimize campaign performance?

Sheena Sharma

JumpCloud Vice President, Revenue Marketing • 2y

I think A/B testing and evaluating statistical significance is obviously the highest fidelity type of testing you can do, but in the startup world I find that the speed w...

1,083 Views

How do you define what should be de-centralized or centralized core processes that impact how teams launch and execute campaigns?

Nicolette Konkol

Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 4y

This question is specific to scaling a business. No one size fits all answer, what you choose to centralize or decentralize has a lot to do with what growth stage you are...

2,073 Views

Does Campaign Operations typically fall into the responsibilities of Demand Generation or Marketing Operations?

Sheena Sharma

JumpCloud Vice President, Revenue Marketing • 2y

Typically, I've seen this fall under marketing operations. There have been cases where marketing operations owns more of the tech stack, integrations, and programs like s...

638 Views

What are the most important processes to put in place to empower your marketing team with better campaign operations?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 3y

First and foremost, I believe it starts with clear goal setting. The goals and desired business outcomes should help drive the processes that need to be put in place.Whil...

531 Views

How do you allocate budgets across different channels within a campaign?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

I recommend starting by modeling out the forecasted results. Once you have these estimates, you can better determine the contribution by each channel, which will help you...

850 Views

What factors do you consider when setting campaign goals and objectives?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

First and foremost, I prefer to define how we are going to measure success. What does success look like? It's helpful to define the overarching goal, but I recommend gett...

860 Views

How do you determine the most effective channels for your campaigns?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

I would start with historical data, if available. Based on past trends, you can identify your safe bets, as they have proven to be effective over time.Suppose you are in ...

866 Views

How do you identify and define your target audience for a specific campaign?

Erika Barbosa

Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

Utilize your personas, jobs to be done, ideal customer profile, etc., as the basis for your research. Begin by documenting the goals you aim to achieve with this campaign...

899 Views

Are there certain tools that you’d recommend for best-in-class campaign execution?

Nicolette Konkol

Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 4y

The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select Mar...

2,393 Views

Which items shouldn’t be prioritized for better campaign execution?

Nicolette Konkol

Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 4y

Perfection should never be the priority. "Don’t let 'perfect' be the enemy of 'good.” Formulate some hypotheses, strive for your best, and then always plan to iterate. Th...

1,815 Views

Marketing Operations · Campaign Operations