Running head: COLLABORATIVE MARKETING CAMPAIGN MANAGEMENT 1

Case Study #4: Collaborative Marketing Campaign Management

Monica Guzman

Notre Dame de Namur University

July 2017

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Problem Statement

First was the transition from push to pull marketing and the internet age has since

transitioned marketing to a collaborative approach. This goes beyond data-driven analysis and

now, companies must take into consideration the whole ecosystem with a focus on customer

insights to optimize marketing efforts. Adobe executives reiterate this transition from push

marketing. In an Adobe Summit, CEO Shantanu Narayen explained how Adobe is constantly

innovating to the changing marketing needs and currently, “the product is the marketing,”

(Minsker, 2015). Brad Rencher, senior vice president added how customer experience has

become the brand of an organization.

Challenges and Opportunities

Technological advances brought us the internet, cell phones and social media. The

development of these mediums has caused businesses to adapt their marketing. The internet has

decreased the effectiveness of television and print advertisements as more choose online video

streaming and news outlets. Additionally, as online shopping gains popularity, the focus shifts

from in-store experience to brand recognition, (Smithers, 2000).

Companies have already begun to use the advertising power of social media but have still

yet to use it as a collaborative space. In the article From Data Driven Marketing to Collaborative

Marketing featured in CMS wire, contributor Hyoun Park describes these companies as: “still

living in the Stone Age of push marketing,” (2014). Collaborative marketing software, allows

companies to enter the new age of marketing and aid in their competitive advantage.

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Business Solutions

Marketing Planning

Bulldog solutions offers a marketing planning application called Gameplan. This

software program provides a customizable reporting module which delivers a single marketing

performance platform, (2015). Through the cloud, businesses have an integrated planning

solution to “help align resources and deliver more effective marketing campaigns,” (2015). The

application also allows companies to have access to a consolidated source for all marketing

campaign reporting and the ability to measure marketing performance in real-time.

Marketing Automation

Marketing automation handles tasks ranging from automation of e-mail marketing to

segmenting customers. These tools allow companies to then send messages accordingly and view

campaign ROI analyzation (Lamont, 2014). Automation of social analytics is another tool which

allows companies to listen to their customers. This is done through comments about their

products or brand through social media and other online communities. This information can then

be used to segment potential customers or launch campaigns (Lamont, 2014). Additionally,

companies can track which potential customers share company content with others. Bulldog also

provides SaaS-based marketing automation solutions.

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Depiction of marketing automation provided by LinkedIn

Campaign Management

Salesforce is known for its marketing automation software but has since added marketing

campaign features through the Pardot dashboard. Through these features, companies can view

and manage campaign efforts as well as results of interactions with prospects, (Needle, 2016).

Pardot’s vice president of marketing, Shannon Duffy, describes how the feature allows

companies to see the exact path a prospect takes. Pardot gives alerts which shows when

customers respond to campaigns and works with outside data to track responses as well, (Needle,

2016). A luxury real estate brokerage firm describes how they have benefited from the software

since it allows them to deliver personalized experiences to their clients.

Depiction provided by Salesforce

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Lessons Learned/ Business Case

Marketing Planning

Welch’s company struggled before adopting collaborative marketing. The existing

method involved piecing data from different sources to predict product demand. However, this

process was time-consuming and error-prone, (Bednarz, 2004). Welch’s began using Demantra

software which held all necessary data in one system. This automation now enables more

accurate measuring of promotional investment effectiveness, (Bednarz, 2004).

Marketing Automation

Dominion Systems, which provides software and payroll solutions was having difficulties

connecting prospects and customers with correct messaging. The existing software database

capabilities for prospects, ability to log inbound marketing communications, website clicks as

well as steps prospects take before engaging in purchasing conversations, (Britt, 2017). The

automation of outbound marketing allowed the marketing team to focus on inbounding

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communications. However, the existing software did not integrate well with the other programs

the company uses. Dominion systems can now customize the emails for different situations in

addition to streamlining marketing for webinars and workflows.

Campaign Management

The company Meridium sought campaign marketing to operate at par with the software

services it provides to electric and utilities companies. Up until 2009, Meridium only benefited

from basic marketing analytics tools which simply provided click rates from email marketing.

Everything else was done manually and provided no insight to the level of marketing campaign

success. Meridium’s vice president of marketing, Bob Francis, said: “We really wanted to do

what we teach our customers to do: analyze data and model how things will happen in the future

in order to optimize a plan,” (Martinez, 2010). After implementing the new software Eloqua,

Meridium has been able to gain a multidimensional view of its potential customers and is able to

deliver more relevant marketing content. According to Francis, this improved targeting has

helped their campaigns deliver a 30 percent increase in the number of qualified leads, (Martinez,

2010).

Why I Care

Working in marketing, I know these types of software are extremely valuable for

marketing success. Since we sell a service, understanding our customers is necessary. We use

this information to tailor our marketing communications and highlight which areas set us aside

from our competitors. We mainly use marketing campaign software which monitors email click-

throughs to help us target prospects. Our marketing campaigns are not very extensive so

currently, our resources provide what we need but I realize how much more is available and how

these resources can optimize our efforts.

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References

4 Tips for More Efficient Ad Campaign Management. (n.d.). Retrieved August 07, 2017

Bednarz, A. (2004). Grape grower juices up its planning systems. Network World, 21(24), 21-22.

Bou, M. (2016, November 7). Email Marketing and Marketing Automation [Web log post].

Retrieved August 6, 2017

Bulldog solutions launches oracle marketing AppCloud application to centralize and accelerate

marketing planning for B2B enterprises. (2015, Feb 16). NASDAQ OMX's News

Release Distribution Channel

Bulldog solutions releases version 1.5 of gameplan(TM) enterprise software. (2014, Aug 05).

NASDAQ OMX's News Release Distribution Channel

Britt, P. (2017). Targeting opportunities to ensure marketing and sales success. KM World,

26(4), 22-24.

Lamont, J. (2014). Managing marketing: putting the puzzle together. KM World, 23(10), 12-13.

Minsker, M. (2015). Adobe Adds to Campaign and Experience Manager, Marketing Cloud.

CRM Magazine, 19(5), 16-17.

Martinez, J. (2010). Practice What You Preach. CRM Magazine, 14(11), 40-41.

Needle, D. (2016). Salesforce Pardot Update Tracks B2B Marketing Campaign Effectiveness.

Eweek, 1.

Park, H. (2014, June 27). From Data Driven Marketing to Collaborative Marketing. Retrieved

July 30, 2017

Smithers, R. B. (2000). On to Collaborative Marketing. Brandweek, 41(29), 42