10 Marketing Operations Workflows, Insight, Best Practice and Optimization

At IntelligenceBank, we work with great brands to help them streamline their marketing operations. We thought we’d share with you the top 10 workflows our clients use to keep marketing projects on time, on brand and ensure they are compliant from a regulatory standpoint.

10 Marketing Operations Workflows, Insight, Best Practice and Optimization. Source: IntelligenceBank
10 Marketing Operations Workflows, Insight, Best Practice and Optimization. Source: IntelligenceBank

Read on Top 10 Marketing Workflows article to learn about:

  • Online Creative Briefs
  • Download Creative Requests
  • Marketing Inbox
  • Content Risk Scoring and Approvals
  • Ordering Print and Promotional Materials

Content Summary

Campaign, Creative Brief and Marketing Project Forms
Creative Approvals and Risk Scoring
Pricing Changes
Marketing Contracts
Tradeshow Sponsorship
Marketing Inbox
Brand Asset Downloads
Martech Services
Print or Promotional Jobs
Innovation Bank

Our work with more than 400 leading brands across 55 countries gives us great insight into the challenges faced by marketing leaders.

Heightened brand risks, tighter timelines and new compliance requirements have increased the pressure on senior marketers and necessitated a focus on streamlining operations and achieving efficiencies. For example, many of our clients come from highly regulated industries, such as financial services and health, and must navigate brand, legal and compliance before any content sees the light.

At IntelligenceBank, we help our clients create custom request forms to initiate projects such as new campaigns, trade show sponsorship, social media projects – and put processes around inbound marketing requests, so that marketing teams can ‘herd the cats’ and automate responses. Once a form is completed, highly customized workflows surrounding the data captured approve the project going forward and track it as it progresses through different stages.

To inspire you and your team to create great work quickly, that is both on brand and compliant here are the top 10 marketing operations workflows used by our clients.

Campaign, Creative Brief and Marketing Project Forms

To ensure everyone is on the same page, having a standardized way to brief in campaigns and creative projects is a must. With online briefs, clients specify job numbers, target audience insights, media, single minded value propositions, due dates and KPI’s. Approvals can be used to ensure all stakeholders have signed off (and you have an audit trail to confirm they did). Customizable workflows allow you to track the status of all projects including designer workload, budgets and schedules.

Campaign, Creative Brief and Marketing Project Forms. Source: IntelligenceBank
Campaign, Creative Brief and Marketing Project Forms. Source: IntelligenceBank

Our smart forms instantly assign collaborators based on which users are added to each project. In addition, a creative workspace to add related creative files can automatically be launched when the project is approved.

Creative Approvals and Risk Scoring

Before content goes ‘out the door’ and is distributed, it needs approval from management, brand, legal and in regulated industries – the compliance department. With IntelligenceBank’s creative approvals, you can automatically score content based on risk profile, elevating approvals based on type of content, media spend and other parameters. Our clients in financial services and healthcare who have regulatory issues around claims in advertising can also set risk criteria by a regulatory framework.

Creative Approvals and Risk Scoring. Source: IntelligenceBank
Creative Approvals and Risk Scoring. Source: IntelligenceBank

Pricing Changes

When you change price points, you need approvals, impact analysis, backup documentation and of course, an audit trail. Clients who use our project databases tool for tracking price change requests ensure there are no conflicts and in regulated industries, there is proof of compliance consideration.

Marketing Contracts

As marketing is a ‘spend’ department, IntelligenceBank makes it easy to track all current and proposed contracts, renewals and approvals of expenditure, with reporting and tracking.

Marketing Contracts. Source: IntelligenceBank
Marketing Contracts. Source: IntelligenceBank

Trade Show Sponsorship

Trade Show sponsorship can be a shot in the dark, especially if lessons learned from previous events and the ROI of the show aren’t captured. Using our trade show sponsorship projects database, you can track all expenditure, leads, ROI and notes about what worked and what didn’t and link each ‘record’ to creative files such as presentation, booths and swag artwork.

Trade Show Sponsorship. Source: IntelligenceBank
Trade Show Sponsorship. Source: IntelligenceBank

Marketing Inbox

Marketing departments in large enterprises can easily get caught up in ‘marketing administration’ – that is, helping people with briefs, pointing people in the right direction to access templates, and resending the same logo pack over and over again. With IntelligenceBank’s smart forms, you can automate responses to common requests, so you don’t drown in admin detail and have time to work on strategic projects.

Marketing Inbox. Source: IntelligenceBank
Marketing Inbox. Source: IntelligenceBank

Marketing inbox workflows have saved some of our clients 25-30% in time, as it enables stakeholders to ‘self serve’ rather than inundate the marketing team with the same requests over and over again.

Brand Asset Downloads

When you open up your DAM or marketing operations platform up to the broader organization, you may want to control which files can actually be downloaded, especially if it’s an image or video with related talent usage rights. With custom download approval forms, you can ‘ask’ users to nominate why they need a piece of content and for how long, and approve the usage. The beauty of this process is that when the talent or rights are renewed, you can automatically track where the file is in use.

Brand Asset Downloads. Source: IntelligenceBank
Brand Asset Downloads. Source: IntelligenceBank

Martech Services

Most companies have ‘martech teams’ who are responsible for providing custom URLs, design services, SSL certificates, user licenses, analytics and integrations to various marketing programs. With IntelligenceBank’s smart forms and workflows, you can create an online ticketing system with approvals, time and budget tracking to manage these processes.

Print or Promotional Jobs

For franchise organizations, geographically diverse teams and companies with retail locations who ‘order’ printed or promotional materials from one or several suppliers, IntelligenceBank’s project forms with conditional logic and workflow can help automate this process. Users can select creative that needs to be printed or produced, upload artwork, determine quantities, and input PO numbers and shipping details. Ordered items can automatically be routed for internal approval first, if required, and then to the printer or promotional agency.

Print or Promotional Jobs. Source: IntelligenceBank
Print or Promotional Jobs. Source: IntelligenceBank

Innovation Bank

Your team comes up with great ideas all the time – but how do they easily submit them, and how do you track the blue-sky ideas that need further exploration. Many of our clients use our forms and workflow to capture new thinking so it’s actioned, tracked and assigned. From the form you can also upload related documents and materials to support the progress of the new idea.

Innovation Bank. Source: IntelligenceBank
Innovation Bank. Source: IntelligenceBank

While these are our Top 10 marketing operations workflows – with our custom forms, task management, reporting and workflow routing capability – more and more use cases emerge on a daily basis on how to streamline marketing operations.

Source: IntelligenceBank