[From Wrike] Marketing Ops and Wrike Integrate: How We Streamline the Campaign Creation Process

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Hi Community!

My name is Sergey and I’m Marketo Admin at Wrike. 

Today I will show you one of the cases of how we use Wrike in our Marketing Operations team to reduce the number of routine tasks for each team member.

Here at Wrike we use Marketo and SFDC as a core Marketing and Sales tech stack. Each marketing campaign requires numerous assets to be created, depending on the campaign goals. For instance, a single campaign can include webinar invitations, paid ads in Google, Facebook, LinkedIn, several follow-up email blasts, eGift sendouts and many more. 

We create separate campaigns in SFDC for each goal and also the corresponding programs in Marketo, which we then sync together using native Marketo functionality. As we continue to expand the number of advertising campaigns the time spent on asset creation in each system significantly increased. We therefore started to explore ways to reduce manual work and luckily there was already a tool in our org that allowed us to create custom integrations - Wrike Integrate, which allows customers to add Wrike to any existing workflows of any type of business.

After researching the possible workflows for our specific use case, we found the following solution to be the best fit:

New Task (i.e. “Create campaigns for Q3 ABM promotions”) is created in Wrike by the stakeholder using the Marketing Operations request form. We created a template table for such kinds of requests, so the stakeholder must fill in the data for the goals that are supposed to be achieved in this campaign, also the budget and scheduled start date.

Our M.Ops colleague takes the desired campaign structure and creates new rows in Google Sheets, where we store all campaign data. There are formulas added to create proper campaign names based on the campaign type, goal, dates and so on.

The next step is to update our Custom Fields in the source task, we use them as a setup parameters. For example we use multiple webinar platforms to host our virtual events, and for each campaign the provider can be different, so the responsible M.Ops must pick the correct value in the dropdown.

When all the parameters are correctly entered the task status is changed to the new custom status used specifically for this campaign creation workflow. In our case it is called “SFDC/MKT Campaigns In Progress”. The status change action then triggers the recipe in Wrike Integrate, that listens specifically for this activity in Wrike.

After the recipe is triggered, it checks the setup parameters set in Custom Fields, analyses the campaign structure in the Google Sheets, performs multiple data validation steps (i.e. correct campaign name length, if start date is valid, if budget is set correctly and so on) and then creates all assets in Marketo and SFDC using APIs of these tools. If there is an error in any part of the setup, a new comment is added in the related Wrike task by our bot user Mark Ops Bot specifying the details and how to fix it.

In order to maintain consistency between all the newly created programs we use program templates in Marketo for every type of campaign, which makes the creation process as simple as cloning the existing template. Wrike Integrate is also able to update Program Tokens, and we also add some useful data there, such as a stakeholder name, Wrike Task URL and other details which makes finding the responsible person or checking the details of the task far easier, especially if it’s been a while since assets were created. 

The final step in this process is to generate the report with all created campaigns/programs, their names, tactics, URLs, UTMs etc. To do that we use the same task that was used for request and add the table with this data below the original task description. After it’s done, Wrike Integrate changes the status of the task to “SFDC/MKT Campaigns Created”, that means that the workflow has been successfully processed without any errors. 

The time spent on an average request is now 10x less compared to manual campaign creation, so it was definitely a game changer for us and another successful case of Wrike Integrate implementation in our internal workflows. 

If you want to learn more about how we use Wrike internally and especially on what other integration possibilities we have found useful, stay tuned and subscribe to our blog!

Sergey Lebedev Community Team at Wrike Wrike Product Manager Become a Wrike expert with Wrike Discover

Sergey Lebedev Wrike Team member Become a Wrike expert with Wrike Discover

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14 comments
Spot On Innovative Approach Stellar Advice

I'd be curious in cases like these if we could compare to previous workflows. This still seems like a lot of steps but it does seem smooth. I particularly appreciate the information about the custom fields and such.

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Spot On Innovative Approach Stellar Advice

Hi Eric, thanks for your feedback! Before implementing this we were creating all assets manually, and it was one of the largest routine task in our M.Ops department. Also in case of any updates in the structure sometimes you'd need to recreate the assets again. Right now it's not only faster (you don't even need to open Marketo/SFDC for this) and more transparent to stakeholders, but we also added additional verification steps that help to catch any errors in the setup before all assets are actually created. 

Sergey Lebedev Community Team at Wrike Wrike Product Manager Become a Wrike expert with Wrike Discover

Sergey Lebedev Wrike Team member Become a Wrike expert with Wrike Discover

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Spot On Innovative Approach Stellar Advice

This looks like a great solution - I'd be curious if you are using Wrike Analyze or Marketo for tracking/monitoring activities with this work?

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Spot On Innovative Approach Stellar Advice

Thanks for sharing to help us think about our own best practices.

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Spot On Innovative Approach Stellar Advice

Similar question to Sherrie Besecker - do you have Marketo integrated with Wrike, or is this handled separately?

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Spot On Innovative Approach Stellar Advice

Thank you for sharing! This is great! It really helps us look at some processes we have in place!

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Spot On Innovative Approach Stellar Advice

Sherrie Besecker Carolanne Mak [ooo 18–22 Nov] Hi, we are handling such kind of operations using Wrike Integrate only, so no direct connection between Wrike and Marketo is present. And actually using Wrike Analyze might be a good use case for this kind of task as well, thanks for the idea!

Sergey Lebedev Community Team at Wrike Wrike Product Manager Become a Wrike expert with Wrike Discover

Sergey Lebedev Wrike Team member Become a Wrike expert with Wrike Discover

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Spot On Innovative Approach Stellar Advice

That is amazing that you are spending 10 times less time on the average task. Wrike is saving my team time as well!

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Spot On Innovative Approach Stellar Advice

No topic for me, but it is interesting to see what is possible with Integrate. Waiting for more integration ideas.

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Spot On Innovative Approach Stellar Advice

Thanks for sharing how you save time while using the custom fields with your workflows! 

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Spot On Innovative Approach Stellar Advice

Thanks for sharing! Some of these ideas are helpful as we improve our processes.

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Spot On Innovative Approach Stellar Advice

thanks for sharing!

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Spot On Innovative Approach Stellar Advice

Nice to see how Integrate can be set up and work with Wrike and SFDC! Thanks for the post!

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Spot On Innovative Approach Stellar Advice

Thanks for your reactions, everyone 🤗

Lisa Community Team at Wrike Wrike Product Manager Become a Wrike expert with Wrike Discover

Lisa Wrike Team member Become a Wrike expert with Wrike Discover

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