Digital Marketing Roles Matrix [PDF]

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DIGITAL MARKETING



Roles Matrix



ROLES



RESPONSIBILITIES



PROCESSES



Senior Management



Revenue Accountability Staffing & Channel Management Reporting to CEO/Board



Budgeting & Planning Reviews & Coaching Recruitment & Retention



Strategic Communications



Brand Strategy Digital Marketing Strategy Social Mobile Marketing Strategy



Demand Generation



TECHNOLOGY WCM Marketing Automation CRM



CONTENT



METRICS



Thought Leadership Blog Webinar Presentations Conference Keynotes



Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC)



Marketing Budget WCM Agency Management Content Marketing Platforms Communications Management Social Media Platforms



Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis



Market Share, Profitability Brand Equity Content Usage



Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management



Advertising/Sponsorship Lead Generation Tradeshows



Marketing Automation/Email Digital Asset Management Event/Survey Management



Advertising/SEO Email Campaigns Webinars



Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline



Content Marketing



Web Content Management Content Marketing Content Distribution



Content Creation Campaign Analysis Content Scoring



WCM, Blogging Platforms, MA Content Mktg & Distribution Video Marketing Platforms



Website and Blogs eBooks, Articles Videos



Content Views, Links Earned Content Conversion Content Published



Community & Social Media



Online Community Management Social Listening Social Engagement



WCM Community Development Social Channel Management Social Media Platforms Social Reputation Management Social Channels & Networks



Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News



User Engagement Sentiment Analysis Campaign ROI



Public Relations



External Communications Media Relations Analyst Relations



Influencer Identification Relationship Cultivation Content Creation/Distribution



Product Marketing



Product Launch New Product Development Mobile App Development Product Positioning Video Production/Development Competitive Analysis



Customer Experience



Interactive Experience Customer Satisfaction Customer Advocacy



Customer Experience Customer Journey Mapping Customer Persona Creation



Media Contact Database News Content/Press Releases News Distribution & Monitoring Thought Leadership Content Rich Social Media Content Analytics & Reporting



Mentions/Impressions Audience Growth & Engagement Sentiment Analysis



WCM Mobile Development Platforms Video Production Platforms



New Features/Ideas for R&D Gamification Competitive Analysis



Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate



Customer Profile Management Customer Support, Twitter Survey & Social Channels



Buyer Personas Customer Journey Map Proposals, Presentations



Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS)