MASSIVE COST THE
OF INEFFICIENT MARKETING PROCESSES
AGENDA
• DEFINE: What does it mean to be an efficient marketer?
• EVALUATE: Where are marketers the most inefficient?
• GET IT DONE: Tips for increasing personal and team efficiency—everyday.
What does it mean to be efficient?
ef�fi�cient adjective
achieving maximum productivity with minimum wasted effort or expense (especially of a system or machine)
For marketers…
GETTING YOUR JOB DONE FASTER
WITH FEWER RESOURCES
For marketers…
AREAS THAT NEED THE MOST
FINE TUNING
89% OF MARKETERS CONSIDER
CONTENT A TOP PRIORITY
OR SOMEWHAT OF A PRIORITY
MANAGING THE OVERALL CONTENT PROCESS
IS THE NUMBER ONE STRUGGLE
REPORTED BY SURVEYED MARKETERS
INEFFICIENCY IN CONTENT PRODUCTION RESULTS IN AN ESTIMATED
$958 MILLION EACH YEAR
INEFFICIENCY IN CONTENT PRODUCTION RESULTS IN AN ESTIMATED
$958 MILLION EACH YEAR
EFFICIENCY EXPERTS PRODUCE
2X MORE CONTENT 163% FASTER
MAIN CHALLENGES OF AVERAGE COMPANIES
1. MEETING DEADLINES 2. COLLABORATION
MAIN CHALLENGES OF TOP PERFORMING COMPANIES 1. CONTENT VOLUME
2. MEASURING EFFECTIVENESS
MARKETING INEFFICIENCY
1. MEETING TASK DEADLINES (92%) 2. REDUNDANT CONTENT CREATION (91%) 3. COORDINATING PEOPLE CONTRIBUTING
TO CONTENT (81%)
Marketers feel the least efficient at…
4 AREAS OF MARKETING EFFICIENCY
PROBLEM: COORDINATING YOUR TEAM
AND CONTRIBUTORS
SOLUTION: VISIBILITY AND ACCOUNTABILITY
• Get out of “email hell” • Define roles • Agree upon timelines • Work within the same technologies
PROBLEM: INCONSISTENT TASKS
AND WORKFLOWS
SOLUTION: STANDARDIZE AND TEMPLATIZE
• Map out everything you need for content • Map out everything you need for
campaigns • Identify consistent tasks, content, and
people • Optimize and tweak
PROBLEM: NO CENTRALIZED CALENDAR
SOLUTION: WELL…GET ONE
• Identify the most important fields you want to track
• Create a legend or key for your colleagues • Share all major milestones and timelines
with internal stakeholders • Use technology
PROBLEM: IRRELEVANT, NON-TARGETED
CONTENT
SOLUTION: MAP CONTENT TO PERSONAS
AND BUYING STAGE
• Share persona and buying stage details with your team
• Hold a persona workshop or brown bag • Map every single asset to a specific
persona and buying stage • Test, execute, optimize
bit.ly/MarketingInefficiency