The challenges that come with managing marketing initiatives across various channels often makes it hard to have a cohesive environment for teamwork, communication, and execution. The modern marketer may have a full grasp on how to optimize social media engagement on platforms like Facebook, Twitter, and LinkedIn. But, marketers are expected to execute on many channels with multiple teams and optimize the workflows associated to each. As such, having to manage everything becomes complex, and often their project management tools come up short.
For many businesses, these complexities can have a tremendous negative impact on the ability to organize and launch campaigns, and ultimately, achieve objectives. Flying by the seat of the pants with a vague plan, marketing teams not communicating with product development, sales, and wasting time on disorganization and drama are just a few of the problems that may occur.
So the notion of using JIRA as a way to stop, slow or manage more effectively the natural environment that marketing tends to be in means that there are ways to alleviate these challenges.
How JIRA is a Vast Improvement Over Other Marketing Tools
Using a spreadsheet to track marketing projects might be OK at the start of any company, but enterprises and growing businesses need more powerful tools.
While many marketers may not see JIRA as a platform to organize and launch marketing campaigns, the robust software provides numerous benefits far beyond its ability to organize workflows. First and foremost is the ability to communicate cross-departmentally, rather than keeping marketing and product development in separate silos.
With JIRA, marketing teams can:
- Benefit from powerful customization features to have a truly flexible platform.
- Create custom workflows to track and guide campaigns, including who is doing what at which time, and the entire approval process (i.e. who’s doing what and who needs to sign off).
- Visualize the entire project workflow from start to finish.
- Keep on top of time-sensitive campaigns and product launches.
- Maintain an open line of communication with sales, product development, project managers, and technical teams.
- Track development of key assets and dependencies such as logo development and brand messaging.
- Use powerful filters and reports to monitor and manage project progress.
- Receive timely feedback from cross-functional teams to create a truly collaborative environment where input from resident subject matter experts is not just an afterthought.
One of the biggest challenges for marketers new to JIRA is understanding some of the more technical terminology, such as issues, boards, and components. Some marketing teams translate “campaigns” into “projects,” which are then organized visually on boards. Components and labels can be used to create powerful reports.
5 Ways JIRA Can Fuel Powerful Marketing Initiatives
Once a marketing team gets a handle on the unique way JIRA handles processes and projects, all campaigns can be managed easily regardless of the nature of the marketing initiatives (e.g. digital, print, advertising, media, events, etc.). Here are five ways JIRA makes a difference:
1. No More Stepping on Toes in Email Marketing
Email list abuse can happen if marketing teams aren’t on the same page about when and what content is being sent. Want a way to quickly lose subscribers? Have three different marketers hit the same email addresses too quickly with disparate messages. With JIRA, marketing teams can coordinate email communications and easily break down the messaging and segments being targeted and when.
2. Centralized Coordination of Social Media Requests
For organizations managing multiple social media accounts – especially those driven by various personalities – using JIRA can be a lifesaver. Rather than requests being sent via email, social media directives can be tracked in the platform to best coordinate the multiple messages.
Escalations can also be discussed within HipChat and issues related to social media can be created in a JIRA project or JIRA Service Desk. In fact, 6kites has created both of these marketplace add-ons. Click here to learn more about that.
3. Better Product Marketing and Launches
A software developer may resent a pushy marketing team that simply assumes that complex projects will always get done on time with no delays. Not only will JIRA help with cross-functional team collaboration, it can provide a new marketing avenue: The marketing team that is plugged in directly to the product development process can better update customers through social media in real-time.
4. Keeping Creative Teams Organized
Google Docs is a common platform used by marketing teams to maintain an informal knowledge base for internal team members and contractors. However, Google Docs simply does not have the powerful customization tools, nor the ability to organize workflows, that JIRA has.
For marketing teams that need multiple creatives such as graphics and video developed – especially from freelancers – the JIRA platform is the better choice as it helps organize tasks.
From managing collateral to maintaining spec sheets, JIRA in combination with Confluence goes far beyond Google Docs in terms of functionality and ease of use. You’re not only able to dive in at the task level, but you’re also able to combine JIRA with Confluence which brings together your knowledge base and documentations.
5. Fully Collaborative Content and PR
As with product development, marketing teams that are divorced from the rest of the company are simply at a disadvantage. Through JIRA, marketing can build better, more collaborative relationships with analysts, subject matter experts, stakeholders, and other team members. This, in turn, helps in the creation of a more compelling story for PR and outreach.
Let’s Wrap It Up
Marketing teams have complex project management situations with many constituents and are looking for ways to optimize their operations. It is critical they find a tool that suits the ever-evolving needs of a modern marketing strategy.
The most innovative teams out there (not just software organizations) are adopting agile practices. It’s a way of working that makes the demands for communication, coordination, and execution even more complex and that’s where the true power of JIRA lies.