Campaigns are not a single act. This is a friendly reminder that campaigns are a series of strategic actions, not just isolated tasks. Here’s what a campaign is not:
Campaigns should be a strategic motion that consolidates all your actions related to your growth hypothesis. So, how should you plan your go-to-market (GTM) strategy? It should start with a hypothesis.
Your hypothesis should guide your campaign strategy. Here are a few ideas:
Once you have a hypothesis, you can group all related activities under a single campaign.
Let’s focus on the third example: leading with Product A.
Product A = Campaign
For Product A, you’ll invest time and money into numerous activities and assets to promote it. All these efforts are rolled up into the campaign. Tools like HubSpot and Salesforce can help manage these campaigns effectively. Here’s how:
Other products will have their own campaigns with multiple assets. The goal is not to measure whether emails are better than webinars but to determine whether Product A, B, or C is more effective at driving growth.
Your campaign team should focus on identifying which activities within the campaign are most effective. Tracking the results of a specific activity in a “Campaign Object” like the one in Salesforce is often a waste of energy. Instead, you should track the activity of sending an email, registering for a webinar, or attending a field event within a Marketing Automation Platform.
This type of strategic planning and execution framework is where your Marketing Ops professional can make a significant impact. Communicate your hypothesis to your MOps team, and they can build out a structure that helps you measure what matters without getting bogged down in the minutia of individual tactics.
Want to dive deeper into Campaign Operations? Join the MarketingOps.com community and private network to engage with like-minded professionals and enhance your strategic planning skills.
By starting with a clear hypothesis and rolling up related activities into comprehensive campaigns, you can drive more effective growth and measure success accurately. Remember, a well-planned campaign is the key to achieving your marketing goals.
Mike Rizzo, is the Community-led Founder of MO Pros and MarketingOps.com. With his extensive background in marketing Mike helped build, launch, manage and optimize Mavenlink's first-ever user community and Client Advisory Board programs. He is the founder of MO Pros - The Community for Marketing Operations Pros that is growing with an average of 110 new members every month. He is also the co-host of the podcast called Ops Cast by MO Pros. As the founder of MarketingOps.com, Mike is taking a community-led approach to building resources that are purpose-built for MO Pros.
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