How to Develop a World Class Marketing Campaign

by Advertising Techniques on February 16, 2010

While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do. It is hard to do because we all like to take short-cuts. I hear the lament all too often: “I’m over-worked don’t have the time to think strategically” or “Planning is overrated. I just need to get these projects done.” As a result, we take short-cuts like “ready, fire, aim.” Lack of planning is the slippery slope that leads to wasteful marketing. Then one day we get the call from the corner office to come and explain why our marketing efforts did not produce the desired results.

Luckily, architecting world-class campaigns is achievable for any marketing team. Successful marketing requires following a disciplined, systematic approach to working cross-functionally and cross-regionally in order to prioritize marketing objectives, design a customer-engaging go-to-market strategy, and execute the plan.

This book is a practical, pragmatic “how to” book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you fill find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques.

You will learn how you can optimize your marketing efforts and achieve an even greater return on your marketing investment.

Why you should read this book: Download Free PDF

  • Learn to apply campaign development and management best-practices to your business today via our step-by-step practical approach.
  • Improve your marketing ROI by learning how to optimize the most effective marketing mix to achieve your campaign objectives.
  • Get access to best-in-class Integrated Marketing Planning templates and tools that have been put to use at companies like HP, Sun, Informatica, Symantec, and many others.
  • Learn how to manage a cross-functional campaign management team with less frustration.
  • Discover tips and tricks for strengthening partnerships between global, regional, and corporate marketing teams.

Book Table of Contents

  • Introduction
  • Ch1: The truth about campaign development
  • Ch2: Secrets of a best-in-class campaign development process
  • Ch3: Setting the foundation of your campaign
  • Ch4: Working the process (part 1) – Sketching the campaign map
  • Ch5: Working the process (part 2) – Creating program blueprints
  • Ch6: Choosing proper metrics
  • Ch7: The role of the campaign manager
  • Ch8: Overcoming objections
  • Ch9: Taking the first step
  • Appendix A: Value proposition template
  • Appendix B: Integrated Marketing Plan template
  • Appendix C: The seven program blueprints

Download Free PDF

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