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

CONTENT.

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