Mark Brady, Head of Creative Solutions at HubSpot, discusses the value of self-service automation to increase content and go to market velocity and at the same time free up creatives. Said differently: Deliver More, Deliver Faster, Deliver Cost Effectively. He explains how HubSpot has implemented self-service automation through tools like Canva, web modules, and email templates, allowing marketers to create on-brand experiences. Allowing the creative team to focus on "big think" work. He also discusses the use of data to inform decision-making and measure success in self-service automation. Lastly, Mark explores how Hubspot's self-service automation journey is informing a smarter approach to how they are rolling out and getting value from the emerging crop of AI tools.
Takeaways
- Self-service Automation is "Accessible": any creative ops leader and team can begin without needing knowledge of how to code. V1 of your self-service footprint can be entirely driven by configuration. Achieve and show value and gain right to invest into more sophisticated self-service capabilities.
- Creative Ops Self-Service as Go To Market Enablement: self service allows marketers to move from idea to implementation at a much faster rate. At Hubspot that has translated into more experiments, campaigns and ideas seeing the light of day and at a much faster rate. Which is reflected in their meteoric growth.
- Creative Ops Self-Service as Org Chart Content Engine: not just for marketing, but for all parts of the organization (sales, customer. support, etc.) that have a growing need and appetite for content, at speed.
- Creative Ops Self-Service as Freeing Creatives: self-service reduces the persistent "rote work" capacity bottlenecks. Allowing creatives to focus on more "big think" work.
- Creative Data Intelligence: leverage data to understand what to automate (i.e. what are common requests & needs, what have we had to say No to, etc.). Data also provides insights on other opportunities to enhance the self-service automation experience to allow marketers to accelerate go to market velocity with engaging and effective content.
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What is CreativeOps Podcast?
The Creative Ops Podcast, hosted by a respected leader in the industry since 2014, Nish Patel, explores the ever-changing world of creative operations. Each week, immerse yourself in candid, enlightening, and curiosity-driven conversations with creative operations leaders as they share stories of challenges, solutions, and insights on both prevailing and emerging topics.
Central to these conversations are the foundational pillars of Creative Ops: People, Process, and Tech and the disruption and opportunity of AI (artificial intelligence) on individuals, organizations and the entire industry.
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