When Internal Campaign Requests Become Overwhelming
Marketing leaders and their staff are multi-taskers, commonly juggling dozens of projects and campaigns, while fielding requests for revisions and mid-stream changes that often leave them feeling frustrated and ineffective. The more balls they have in the air, the more the fear of dropping one or more becomes a constant, nagging concern. We’ve all made a mistake at some point or another, whether it be sending our email to the wrong target audience or selecting the wrong template. These inadvertent, but potentially brand-damaging, if not simply embarrassing, foibles are a constant reminder of exactly what can go wrong.
Mike, the marketing manager at a Denver-based Fortune 150 healthcare organization, knows the potential all too well and the ongoing challenge of trying to manage multiple requests from often impatient, even unrealistic, internal customers. His team of 7 people serves 11 internal business units, tasked with managing email communications for a workforce of 65,000 employees around the world. From email promotions to e-newsletters, his team manages 1,000 campaigns a year; that’s about 143 per team member, or almost 3 a week based on a 50-week year (not including vacations and time off).
Requests could come at any time, from anywhere, challenging employees to manage their workloads efficiently while meeting internal customer needs.
For Mike’s staff, these demands created stress and the feeling of constantly spinning their wheels due to the back and forth communications required to nail down project specs. Burnout was a real problem, raising obvious concerns about the potential for losing key people.
Alleviating Burnout and the Potential for Turnover
Mike began to think that there had to be a better way. He started the search for a solution that could automate the process at the front end to reduce the burden on his staff.
He hoped to find a better, seamless, and more efficient way to execute campaigns. Additionally, he sought to find a means of delegating some of the work to the teams more closely tied to the original communication request. In his search, he found Jeto, an automated campaign launcher that seamlessly integrates with Marketo, allowing users to create campaigns without actually working inside Marketo. “It takes the complexity out of the process without losing any of the sophisticated technology Marketo offers. By using Jeto, we were able to set up some very simple forms that people could use to enter their campaign information,” Mike says. “Enter your copy, specify your audience, communicate other pertinent details— it’s all there, in one spot, flowed into a predetermined template and now ready to be sent out for final proofing. What could be easier?”
Easy to use was just one of the benefits; Mike was equally astounded by the results. Among them: significant time savings for staff…increased confidence that materials would meet internal customer needs—and be error-free! Jeto provided Mike’s workforce the autonomy they needed while also safeguarding corporate brand standards and internal processes.
The Right Decision for a Smooth Transition
The transition was smooth—and quick. “It only took us about a week to get some forms in place,” Mike says. “Once we were up and running we were able to reduce build time from five hours down to one hour, per project. It created significant efficiencies for the team.”
Now business unit staff who are creating the messages have a simple and effective way to initiate projects while Mike’s team shaves time and minimizes the potential for error. “They build it and we talk about edits, rather than spending a day talking about how to build the piece,” he says.
In the fast-paced and competitive health care environment, communication demands are constant. Mike predicts that Jeto will allow him to maintain existing staff size even in the face of increasing demands, or to have the capacity to reassign people to other initiatives, providing them with development opportunities.
A Big Boost in Employee Satisfaction
“I had people that were very unhappy before we made this transition, but they came around 180 degrees and are happy with the product now. Not only are they saving time on the front end of projects but, because internal customers are entering in the specs, the potential for misunderstanding is minimized. My staff now feels confident that they’re meeting customer needs.“
After implementation, he says, “I had glowing reviews from non-technical teammates who saw great value in this.” Their satisfaction means less stress for them and the entire team, reduced burnout, greater engagement and less risk of losing key team members.
Mike can’t say enough about the Jeto team, which included an account manager assigned to ensure client success. “They did an excellent job of onboarding us and they did an excellent job following up,” he says.
The Impact of Jeto
In a relatively short amount of time, Mike and his team have seen some significant, bottom-line results, including:
- A 95% reduction in administrative hours
- A 75% reduction in training hours for marketers
- A 50% reduction in training hours for administrative staff
- A savings of more than $250,000 in campaign costs (execution and training), representing a 67% cost reduction
- A savings of more than $20,000 in training costs, representing a 90% reduction in training costs
Those are the kind of real savings—in both time and money—that would make any marketing manager proud.
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