If You were a Marketing Manager

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Have you ever wondered how the perspective of marketing people who work for a big company? I am always curious about how professionally they are performing. Even though I worked for a seven-branch company in my city, I was still wondering how things were running in bigger or more professional companies. Today, I had a chance to listen to a seminar of George Brown College’s marketing manager who graduated from George Brown seven years ago.

Cindy Bautista experienced both George Brown and Ryerson University; hence she has good knowledge and perspective about marketing. Cindy told about how marketing campaigns proceed, what software they use, what kind of data they generate and what insights can be found from data in the marketing alumni team. This topic aligns very well with our program since our program is Strategic Relationship Marketing.

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Two Important Tools for the Marketing Team of George Brown College

Pay attention to this part because these two tools will make your life easy if you are a marketer: Raiser’s EdgeSalesforce Marketing Cloud.

They are using Raiser’s Edge for three main reasons:

The reasons they use Salesforce Marketing Cloud:

The Power of Customization

As all up-to-date marketers know, Cindy re-emphasized the importance of targeting the right people at the right time and in the right place. This attribute is called customization or personalization. When you customize your messages to your targeted audiences, it shouldn’t be only one message for all. You need to tweak and adjust your message based on the person that you are talking to. Marketers want to communicate to the right person based on the segment. When it comes to customization, another good thing is determining what you want your audience to do.

Cindy’s team has six things that they want their graduates (audience) to do:

1. Return to the college for an additional credential

2. Recommend the college to your friends and family

3. Hire George Brown grads if you are in a hiring position

4. Do a volunteer guest speaking

5. Do a volunteer event

6. Make a donation

For example, if you run a donation campaign, it doesn’t make sense to send an email to an alumnus who has just graduated. It is most likely that this person might still be looking for a job, and she/he will not be able to positively answer your request. So you need to customize your email/message for your target audience.

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Do you know about dynamic content?

Cindy highlighted a desirable feature of the digital marketing world: “dynamic content.” Dynamic content allows us to tailor messaging based on demographic, psychographic, behaviours or actions. This feature improves conversion in the campaigns as personalized messages are more receptive. For example, when Cindy’s team collected email addresses from unengaged alumni, some did not provide them with an email consent (required for Canadian Anti Spam Legislation). Then they sent a different email from those who gave an email consent, addressing the relevant alumni asking for an email consent. This is an example of dynamic content that is based on the data that they have.

Behaviour Based Journeys

Cindy also described journeys for marketing campaigns. Based on the interaction of the person receiving the email, marketers can develop a specific journey. It is basically based on the action or how the audience behaved with the email; they will get a different tailored email as a follow-up. For example, if a person opens the email, they will get a specific follow-up email; those who did not open the email will get a different follow-up email. This behaviour-based journey differs depending on the audience’s behaviour, such as clicking on a specific link, filling out a form etc.

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E-mail testing

Cindy asked a question: “Who knows everything in this world?” Yes, that’s true, especially in the digital marketing world; everything is changing quickly and will continue to be changing in years to come. What was true yesterday is not true today. Because of the fast-paced nature of marketing, we need to test our jobs consistently.

As I mentioned before, sending a correct message to the correct audience at the correct time is crucial if you want to get a great outcome in the digital marketing realm. If you don’t know what time of the day is the best for sending your email or don’t know what the best subject line is or is there a better image for your campaign etc. What you can do is pretty cool in Salesforce. You can set your parameters to test your variable in question, and you can create two different e-mails. You can send one of them to 10% of your audience, and you can send your other email to a different 10% of your audience. Based on your e-mail characteristic to test (open rate, click rate or conversion rate), you can send the more successful one to your rest of the audience (80%). Cindy’s team used this method for selling tickets for an event featuring gourmet food. They couldn't decide which time is the best time to send this email. After email testing, they found out that sending an email during dinner time rather than lunchtime was the best time to drive conversion for this event.

As you can see, there are many ways to do a great job professionally. From this seminar, I understood that being a professional marketer requires four main aspects:

  • Breaking the main goal into smaller pieces
  • Targeting your audience correctly
  • Using the right marketing tools
  • Finally, testing the efficiency of your work by re-trying it in other ways.

What are your thoughts about the requirements of being a professional marketer? Looking forward to seeing your ideas in the comments below :)

Hi, this is Duygu! I am an emerging Digital Marketer with interests in social media, email marketing and marketing analytics. Please, feel free to contact me:)