Allison Sparrow

Tech Marketing

Category: productivity

Staying sane with a million marketing campaigns

When Marketing is responsible for generating pipeline each quarter, be sure that lots of events, emails, and webinars are going to be planned. As a Marketing team lead, it’s my job to ensure all online campaigns are set up appropriately, and scheduled cohesively. This requires a lot of attention to detail, constant communication, and a full-proof process.

This process empowers 10+ managers to launch their campaigns on time, and allows me to focus on A/B testing and running demand gen campaigns.

Submitting a Campaign Request

MA requests Wiki

We get campaign requests of all types: ebooks, emails, event pages, and webinars. Each type of campaign requires different timelines, assets and deliverables. Whenever someone asks a Marketing Automation manager for help, we point them to a Wiki page. The Wiki page holds a custom JIRA link for every campaign type, and includes the appropriate checklist necessary for that campaign. This way, it’s super simple for anyone to submit a request, and ensure her/his campaign gets prioritized.

Here is what one of the custom links looks like:

jira request

We pre-populated the summary with the asset type, along with custom labels needed for reporting (more on that later), and have appended the right google doc checklist.

Planning & Implementing

Setting up a campaign in Marketo is complex, and requires a lot of attention to detail. We use two systems to ensure we don’t forget the small, important stuff (like meta-tags, alt-text, etc).

Google Doc Checklists

google template

We use google docs to document all copy, image assets, and anything else needed for campaign setup. I have a template custom for each campaign type, and it acts as a large, souped-up checklist for both  planning  and setting up the campaign.

At any point in time, we can easily look at this doc to see all of the elements required for a campaign. Here’s an example of one of our docs. If our google doc template interests you, please contact me with any questions you have! I would love to geek out with you, it’s something that has evolved throughout the years.

Marketo Tokens

If you are a Marketo user, and you don’t use tokens for your assets, do it. You will thank me. If you need help, I recommend Etumos, a great Marketing Tech consultancy who has helped me in the past! Of course, you can always reach out to me as well!

The implementation piece is pretty easy once all of the other foundational places are there. Essentially, we have a google doc checklist to mirror each program type in Marketo. Once the google doc is filled, we simply have to transfer the values from the google doc to Marketo! 

marketo programs

Visibility & Prioritization

All Marketing campaigns are logged in JIRA. In the past, we used Asana, and that was also effective!

We’ve structured our board by Assignee, and then have each column by stage in process.


The task stages are:

  • To Do
  • Assets Requested
  • Needs Approval
  • Ready for MA
  • In Progress
  • Out for Review
  • Scheduled
  • Complete

Marketing Calendar

Because all JIRA tickets are submitted with custom labels, we are able to present our Marketing Calendar using a JIRA calendar widget. You can simply hover over the green button, and you can see what is scheduled for that day.

marketing calendar


How the Optimizely Marketing Automation team uses Asana

Marketing Automation at Optimizely is a team of two, and we work with every department to create email blasts, triggered email programs and nurture campaigns to communicate with our different users.

The MA team uses Asana to manage inbound requests and workload.

What I like about Asana

It works like a word document
You can copy/paste directly into your Task View, and drag tasks in between Sections.

Tasks can live in multiple Projects
You can link Tasks to multiple Projects, so they can live in more than one person’s “view”. This allows different departments to work off of the same Task, and still organize their work the way they want.

Screen Shot 2015-01-04 at 1.56.53 PM

Google Doc Integration
You can attach google docs to the task, for easy reference.

google drive
Calendar view function
For any Task that will be published (email blast, ebook, webinar, etc) we Tag it with “Marketing Calendar”. This allows us to view all of our public facing campaigns in one view.

Flexible searches
You can search for any task assigned to you in the past 7 days, tagged with “Marketing Calendar”. Then you can favorite that search. It’s awesome!

advanced search
Support docs are great
I particularly love their demo presented by an Asana employee.

How we use Asana

The MA team works within a Project called MA Request Prioritization, that lives under the Marketing Team in Asana.

Within the project, we create a Section for each week.

Depending on when the request happens, either a member of the MA team creates the task, or the reporter creates the task. The MA team tends to stay away from Subtasks, to ensure easy visibility on the project level.

Because we only have a two person team, we assign the task to the reporter.

We then have a weekly MA Prioritization meeting, where people can come and put in their requests for Marketing Automation. This acts as an Office Hours of sorts, which allows the reporter and MA rep to discuss a best plan of action for launching a campaign. This also facilitates unnecessary lengthy meetings.

Then, every week, we simply have to search for Recently Completed Tasks in past 7 days, and we are able to write up our Weekly Updates via email.

We also have been using Toggl to track where our time goes. Toggl integrates with Asana as well as Google Drive, and is an amazing tool! It provides weekly reports and pretty charts. Really nice.

© 2018 Allison Sparrow

Theme by Anders NorenUp ↑