Creating Repeatable, Measurable Marketing Building Blocks

Learn about the system the Codeship Marketing team uses to create quantifiable, repeatable Marketing Experiments and download a free Template for setting up your own Campaign Building Blocks.


Recently I got interviewed on Rocketship.fm about Codeship’s scientific approach to Marketing.

I had a lot of fun explaining the system we developed to build repeatable, measurable marketing experiments and how we find our most profitable Marketing Channels. A lot of people sent emails and tweets to ask about the spreadsheets and templates I talked about on the interview.

I will go into detail about finding your best Marketing Channels in a future post. Here, I want to talk about the re-usable templates and building blocks for marketing campaigns my co-workers Kurt (Customer Happiness), Mo (CEO) and myself (CMO) came up with. I will also provide a free spreadsheet at the end of this article that you can copy which gives you an idea of how to set up something like this for yourself.

Campaign Building Blocks

You want to set up campaign building blocks for regular, frequently executed campaigns. The building blocks basically are templates to work off from. One building block for example could be the promotion of a new feature. Another one simply the promotion of a new blog post.

It is important to think through these blocks before executing on a campaign. The building blocks will be set up differently for you than they will be for Codeship. What might be a good channel for you might not work for me at all. Which is only natural because, as Brian Balfour explains in this video: Evey company is different.

https://www.youtube.com/watch?v=0APJlxMjPw4

Once you thought through your campaigns and their building blocks the tricky part is done. Now it’s about executing. Still use your brain though! There might be times when additional/less tasks should be done. Don’t just work blindly off your template. Also re-evaluate your templates from time to time. Your latest Channel Analysis might tell you that some of the time-consuming tasks you are executing don’t really pay off. It’s easy to fall into the trap of blindly executing, so be aware of that.

Building Blocks, Departments, Sub-Categories and Channels

Building blocks consist of certain departments. One department might be Inbound Marketing. Another one might be Evangelism or Paid Acquisition. You can find out which departments to include into your building blocks by analyzing the results of your experiments for certain channels. Also: The deparments have owners who are responsible for their department.

The departments can be broken down into various sub-categories like Social Media, your Blog, Email-Marketing etc. These sub-categories, again, can be broken down into channels. Think Inbound Marketing → Social Media → Twitter. The sub-categories and channels that work for you will most probably be different from the ones that work for me at Codeship.

Codeship’s Building Block Template

As mentioned at the beginning of this article I set up a free spreadsheet for you. This way the things mentioned above are a lot easier to understand. Feel free to copy this spreadsheet and edit it to your needs. I’ve prepared some blocks, departments, sub-categories and channels. The yellow colored cells are the ones you execute on in a given channel. Most of the times you literally can “shoot” a promotion wave from the left to the right (from one department to the other).

Having a spreadsheet set up with the responsibilities and departments gives you a good overview of your campaign and makes you aware of when it might be a good time to talk in detail with a colleague who owns a different department.

You can access the spreadsheet here:
Codeship’s free Marketing Building Blocks Template

Examples of Campaign Building Blocks with their Departments, Sub-Categories and Channels

Which Marketing activities work for you? Can they be grouped into a deparment with sub-categories and can you build a campaign building block out of it? If you want to chat about the Codeship marketing system or have any questions/comments be sure to tweet at me @manualwise or send me an email. I am also more than happy to talk about it on your podcast.

If you like this article please press the Recommend button. I’d very much appreciate that :-)

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