Estructura tu proceso de marketing y comunicación

Curso de Comunicaciones Integradas de Marketing

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Aprende las bases de la integración entre marketing y comunicación

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Estructura tu proceso de marketing y comunicación

Curso de Comunicaciones Integradas de Marketing

Clase 3 de 19

Clase 3 / 19

Mateo Montoya Henao

Hace 2 meses

🚀 Structure Your Marketing and Communication Process 🏗️

🔑 Key Concepts:

From Waterfall to Continuous Loop: Forget the annual "big bang" campaign plan. In a high-velocity startup, your process isn't a linear calendar (Q1→Q2→Q3). It's a perpetual loop of: Sense (data intake) → Interpret (insight synthesis) → Create (asset production) → Deliver (channel activation) → Measure (attribution) → Feed back (into product/creative). Your job is not to schedule this loop, but to architect the cadence—how fast each iteration runs (weekly for social, bi-weekly for email flows, quarterly for brand pivots). The structure is defined by latency, not dates.
The "Gearbox" Model for Team Splits: Structure your team (or your solo workflow) into three interconnected "gears" that spin at different speeds:
- Gear 1 (Always-On): Operational comms (support emails, transactional notifications, onboarding sequences). These are systematized and require 80% automation, 20% human tuning.
- Gear 2 (Campaign Pulse): Thematic bursts (product launches, seasonal promos, content drops). These run in 2–4 week sprints and require full creative + data alignment.
- Gear 3 (Strategic Rhythm): Brand narratives, thought leadership, and long-form IP (e.g., annual reports, podcasts, industry benchmarks). These run quarterly and set the context for Gears 1 & 2. The structural mastery is knowing when to shift power between gears—e.g., during a feature launch, Gear 2 overrides Gear 1, but never breaks the brand voice established in Gear 3.

🏭 Industry & Startup Application:

Real-World Example (B2B DevTools Startup): A company selling an API observability platform structures their process as a "Content-to-Community" flywheel:
1. Sense: They monitor GitHub discussions, support tickets, and Hacker News comments daily to detect friction points (e.g., "your logging is too verbose").
2. Interpret: The PM and Head of Marketing meet every Monday to translate that friction into a single, sharp value hypothesis (e.g., "Devs want contextual, not verbose, logs").
3. Create & Deliver: They produce a technical blog post (deep dive), a Twitter thread (summary), a Slack community AMA (interactive), and a targeted LinkedIn ad (retargeting existing users) within 48 hours—all using the same core narrative but adapted to the medium.
4. Measure: They track not just clicks, but docs page visits and API call volume for the specific feature mentioned. If those don't lift, the process resets. The structural win? They killed their quarterly "campaign calendar" and replaced it with a weekly "Insight-to-Asset" pipeline. Their marketing budget dropped 30%, but feature adoption increased 2x because they were speaking to real-time user pain, not a pre-planned theme.
Why it matters for Product, Growth, or Strategy: A rigid process kills serendipity; a chaotic process kills scale. The structured loop above gives you discipline without rigidity—you can pivot your message weekly, but your execution machinery (brief templates, approval flows, channel playbooks) stays invariant. For a founder, this means you can delegate execution to junior marketers without losing strategic coherence. For growth, it means you can run 10x more experiments because the feedback loop is tight. You're not betting the farm on one campaign; you're running a portfolio of micro-experiments that all feed the same learning engine.

🔮 Future Steps & Project Hooks:

Personal Project Idea: Design a "Marketing Process Playbook" for a hypothetical startup in a niche you know well (e.g., AI for legal tech). Map out:
- Inputs: Which data sources feed your loop (e.g., Mixpanel, Zendesk, LinkedIn Analytics, Google Search Console)?
- Weekly Rituals: What's the Monday "Insight Review" vs. Wednesday "Creative Jam" vs. Friday "Performance Retro"?
- Templates: Create a 1-pager Creative Brief that forces alignment on: User Segment → Core Tension → One Key Takeaway → Channel-specific Adaptation → Success Metric (leading). Then, simulate running this playbook for 3 months—what decisions would you make differently each week? This is your strategic muscle being built on paper before you touch a single ad dollar.
Next Step to Explore: Once your process is structured, you need to instrument it with data. The next frontier is building a Marketing Data Warehouse (e.g., using BigQuery + Fivetran) where your Sense phase is automated via SQL dashboards that alert you when a metric crosses a threshold (e.g., "Churn mentions on support tickets spiked 40%"). Then, your process becomes event-driven, not calendar-driven. Explore dbt (data build tool) for modeling your marketing data—it's the missing link between your comms and your product analytics. Feed me the next class title and we'll go deeper.

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Aprende las bases de la integración entre marketing y comunicación

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Define el objetivo de tu negocio y de tu equipo

Estructura tu proceso de marketing y comunicación

Reconoce posibles problemas en tu proceso antes de implementar y evaluar tu estrategia

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Aplica el Modelo AIDA en tu estrategia de comunicación integrada

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Atrae más clientes a tu negocio aprovechando tu IMC

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Estructura tu proceso de marketing y comunicación

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Aprende las bases de la integración entre marketing y comunicación

Estructura del IMC

Optimiza tu estrategia de marketing usando el IMC

IMC en tu Negocio