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Marketing · 56 abstract agents

Marketing agents

An abstract agent is a description of a job, written down before anyone builds the software that does it. It says what the work is, which systems the agent needs and at what access, what it has to record, and what it hands to a person. You build your own agent from one and point it at your own systems.

56 abstract agents, showing 1–24

Accessibility check
Scores a finished page or asset against the accessibility and technical standards it has been handed, at the versions those standards were named at.
Works in
  • Approve Marketing Material
  • Build Nurture Sequence
  • Develop Brand Identity
20 processes · 8 skills
Account monitor
Answers questions about one named account.
Works in
  • Answer an Inbound Inquiry
  • Book the Meeting
  • Book the Order
36 processes · 7 skills
Advocacy manager
Runs the programs that ask customers to do something in public: a review on a public site, a reference call with a prospect, a named story, a place on an advisory board, or time on a stage.
Works in
  • Brief Industry Analyst
  • Convene Customer Advisory Board
  • Host Field Event
10 processes · 12 skills
Analytics
Reads the numbers and reports them with their sources attached.
Works in
  • Administer a Tool
  • Allocate the Fund
  • Analyze Customer Base
118 processes · 28 skills
Audience handover
Delivers an approved audience or lead list to a system outside the organization.
Works in
  • Build Target Audience Segment
  • Enable Channel Partner
  • Launch Channel Program
6 processes · 6 skills
Audience manager
Answers for the marketing contact base and for the standing programs that run against it.
Works in
  • Analyze Customer Base
  • Build Annual Marketing Plan
  • Build Nurture Sequence
25 processes · 20 skills
Audience operator
Makes the approved changes in the systems that hold and message contacts.
Works in
  • Build Nurture Sequence
  • Build Target Audience Segment
  • Cleanse Contact Database
11 processes · 14 skills
Brand check
Scores material against the standards before people sign it: every claim against the claims register at its version, every asset against the brand guidelines at theirs.
Works in
  • Announce Company News
  • Announce Feature Release
  • Approve Marketing Material
50 processes · 10 skills
Broadcast operator
Runs the technical side of a session an audience watches online.
Works in
  • Enable Channel Partner
  • Produce Webinar
2 processes · 4 skills
Budget keeper
Holds the department's record of money for the year, saying what each function was allocated, what was already committed before the money was divided, what has been drawn since, and what…
Works in
  • Brief Executive Leadership
  • Conduct Customer Research
  • Conduct Quarterly Business Review
13 processes · 9 skills
Buy check
Scores a paid buy against the plan it was placed against and the rules it was bought under, once before the buy is switched on and again after it has delivered.
Works in
  • Reallocate Media Spend
  • Run Account-Based Play
  • Run Display Retargeting Campaign
6 processes · 12 skills
Campaign manager
Runs a campaign from the brief to the learnings.
Works in
  • Announce Company News
  • Build Annual Marketing Plan
  • Build Target Audience Segment
35 processes · 24 skills
Capacity manager
Keeps the department's book of work: the requests waiting for an answer, the runs already committed, which agents each run needs, who holds each role, how long the work actually takes, and…
Works in
  • Brief Executive Leadership
  • Conduct Quarterly Business Review
  • Develop Marketing Strategy
12 processes · 14 skills
Communications manager
Runs one announcement or one incident response, from the moment the event is confirmed through to the report afterwards.
Works in
  • Announce Company News
  • Announce Feature Release
  • Launch Pricing Change
8 processes · 14 skills
Community manager
Answers the people: replies to comments and messages while a campaign is live, keeps the tone of the brand, and knows exactly which conversations it must not have and who needs to hear…
Works in
  • Announce Company News
  • Announce Feature Release
  • Build Annual Marketing Plan
22 processes · 14 skills
Consent manager
Holds the record of who agreed to be contacted, on which channel, when they agreed, and where the agreement came from.
Works in
  • Analyze Customer Base
  • Book the Meeting
  • Build a Prospect List
30 processes · 14 skills
Content librarian
Answers for everything the organization has already published.
Works in
  • Build Annual Marketing Plan
  • Conduct Brand Audit
  • Define Brand Voice and Messaging
14 processes · 14 skills
Content manager
Runs one published piece from the approved request through to live: an article, a guide, or a landing page.
Works in
  • Build Annual Marketing Plan
  • Conduct Quarterly Business Review
  • Define Brand Voice and Messaging
20 processes · 15 skills
Conversion tracker
Puts the measurement on a page before anyone sends traffic to it.
Works in
  • Build Nurture Sequence
  • Develop Media Plan
  • Exhibit at Trade Show
26 processes · 11 skills
Copywriter
Writes the words: post copy inside character limits, headlines, email text, blog posts, battlecards, and the alternate versions a test needs.
Works in
  • Announce Company News
  • Announce Feature Release
  • Brief Executive Leadership
50 processes · 23 skills
Coverage monitor
Watches what people outside the organization publish about it and about its category: news outlets, trade press, industry analysts and research firms, review sites, and the public places…
Works in
  • Announce Company News
  • Brief Industry Analyst
  • Conduct Brand Audit
15 processes · 8 skills
Creative producer
Runs a set of creative assets from the brief through to sign-off.
Works in
  • Announce Company News
  • Convene Customer Advisory Board
  • Develop Brand Identity
23 processes · 15 skills
Creator relations
Keeps the record of the outside creators the organization pays to publish, and runs each deal from the first approach to the last delivery.
Works in
  • Run Influencer Campaign
1 process · 8 skills
Decision coordinator
Runs one marketing decision from the open question through to the recorded answer.
Works in
  • Approve Marketing Material
  • Brief Executive Leadership
  • Build Annual Marketing Plan
35 processes · 25 skills
Designer
Makes the visual assets: images, layouts, and graphics, at the sizes each platform requires, consistent with the brand's rules.
Works in
  • Announce Company News
  • Announce Feature Release
  • Brief Executive Leadership
40 processes · 16 skills
Disclosure check
Scores material against the disclosure rules in force in every market it will run in.
Works in
  • Approve Marketing Material
  • Enable Channel Partner
  • Launch Channel Program
9 processes · 5 skills
Editor
Edits a piece for its structure and its argument: whether the piece answers the question it opened with, whether the sections come in the order a reader needs them, whether every claim is…
Works in
  • Announce Company News
  • Announce Feature Release
  • Brief Executive Leadership
24 processes · 13 skills
Email producer
Assembles an approved message in the sending system and gets it sent.
Works in
  • Announce Company News
  • Announce Feature Release
  • Convene Customer Advisory Board
20 processes · 12 skills
Event manager
Owns one event from the day it is booked to the day it is reported on.
Works in
  • Convene Customer Advisory Board
  • Exhibit at Trade Show
  • Host Field Event
6 processes · 15 skills
Event operations
Handles the physical and contracted side of an event.
Works in
  • Convene Customer Advisory Board
  • Exhibit at Trade Show
  • Host Field Event
5 processes · 8 skills
Event program manager
Builds the program of talks for an event and looks after the people who give them.
Works in
  • Convene Customer Advisory Board
  • Host Field Event
  • Host User Conference
4 processes · 7 skills
Forecaster
Builds a model from the organization's own record and says what that model predicts.
Works in
  • Analyze Customer Base
  • Brief Executive Leadership
  • Build Annual Marketing Plan
25 processes · 15 skills
In-product producer
Builds and runs the notices that customers see inside the running product, such as the banner on a screen they already use, the panel that opens the next time they sign in, and the…
Works in
  • Announce Feature Release
  • Launch Pricing Change
  • Run Account-Based Play
3 processes · 2 skills
Launch coordinator
Keeps a product launch honest about its own deadline math.
Works in
  • Develop Media Plan
  • Launch Pricing Change
  • Launch Product
4 processes · 8 skills
Lead scorer
Turns a form submission into a scored, routed lead in minutes: deduplicates, enriches, scores against the current model, assigns by territory, and notifies the owner with the evidence…
Works in
  • Analyze Customer Base
  • Answer an Inbound Inquiry
  • Build Nurture Sequence
20 processes · 11 skills
Lifecycle manager
Runs one customer's path through a standing program, whether that program is onboarding, re-engagement or a retention play.
Works in
  • Launch Pricing Change
  • Produce Webinar
  • Run Churn-Risk Play
5 processes · 11 skills
Media buyer
Handles the paid side: builds the ad campaigns, sets targeting and bids, starts and stops the buy, watches pacing, and moves money toward what is working.
Works in
  • Build Annual Marketing Plan
  • Build Target Audience Segment
  • Conduct Quarterly Business Review
30 processes · 30 skills
Media planner
Builds the media plan and holds it at its versions.
Works in
  • Develop Media Plan
  • Reallocate Media Spend
  • Run Account-Based Play
6 processes · 11 skills
Moderator
Reads what members post in the community the organization runs and measures each post against the community rules at the version those rules were published at.
Works in
  • Moderate User Community
  • Produce Webinar
2 processes · 4 skills
Partner manager
Answers for one outside partner relationship, from the day the agreement is signed through to the day the partner is selling.
Works in
  • Allocate the Fund
  • Approve a Fund Request
  • Certify a Partner
25 processes · 15 skills
Press and analyst relations
Keeps the record of who covers the subject from outside the organization: which reporters, editors and industry analysts write about it, what each of them has already published, and how…
Works in
  • Announce Company News
  • Brief Industry Analyst
  • Host User Conference
8 processes · 15 skills
Price transition manager
Works out what a price change does to every existing customer, one customer at a time.
Works in
  • Launch Pricing Change
1 process · 5 skills
Reporting manager
Owns the department's report for one reporting period.
Works in
  • Allocate the Fund
  • Analyze Customer Base
  • Answer a Data Question
42 processes · 13 skills
Researcher
Finds the evidence a piece rests on.
Works in
  • Announce Company News
  • Answer an Inbound Inquiry
  • Book the Meeting
61 processes · 17 skills
Rights register
Keeps the record of everything the organization is licensed to use in its own work: footage, music, fonts, images, stock material, and the releases that let a named person's face, voice or…
Works in
  • Approve Marketing Material
  • Enable Channel Partner
  • Produce Customer Case Study
7 processes · 4 skills
Sales enablement manager
Owns the material the sales team uses inside a live deal: the deck, the one-pager, the answers to the objections that keep coming up, and the battlecards.
Works in
  • Announce Feature Release
  • Certify a Seller
  • Develop Product Positioning
12 processes · 12 skills
Search optimizer
Works out what people are actually searching for on the subject of a piece, and turns that into a short list of terms and questions the piece has to cover if anyone is going to find it.
Works in
  • Announce Feature Release
  • Build Annual Marketing Plan
  • Define Brand Positioning
19 processes · 9 skills
Spend reconciler
Checks each media invoice against what was ordered and what actually ran.
Works in
  • Reallocate Media Spend
  • Reconcile Media Spend
  • Run Co-Marketing Campaign
5 processes · 9 skills
Standards keeper
Holds the organization's written marketing standards: the positioning, the promise the organization makes, the voice rules, and the claims register.
Works in
  • Administer a Tool
  • Answer a Data Question
  • Answer a Security Questionnaire
50 processes · 18 skills
Statistician
Says how much data a study or a test needs before any of it is gathered, working from the size of the difference that would matter to the decision, the variation the measure already…
Works in
  • Analyze Customer Base
  • Answer a Data Question
  • Brief Executive Leadership
31 processes · 12 skills
Study manager
Owns one study from the question it has to answer through to the findings it delivers.
Works in
  • Conduct Brand Audit
  • Conduct Customer Research
  • Conduct Win/Loss Analysis
12 processes · 17 skills
Submissions manager
Runs the organization's submissions to outside bodies: award entries, proposals into a call for papers, and the questionnaires a research firm sends out during an evaluation cycle.
Works in
  • Brief Industry Analyst
  • Secure Speaking Engagement
  • Submit Award Entry
3 processes · 12 skills
Supplier check
Scores each candidate system, proposal or supplier against the requirements and criteria that were written down before any candidate arrived, and returns a verdict on every requirement…
Works in
  • Administer a Tool
  • Choose a Tool
  • Conduct Customer Research
15 processes · 6 skills
Supplier manager
Keeps the department's register of everything it buys from outside parties, runs with them, or registers with them: the tools on subscription, the agencies and contractors working under an…
Works in
  • Conduct Customer Research
  • Conduct Win/Loss Analysis
  • Engage Marketing Agency
9 processes · 14 skills
Video editor
Cuts the video: short-form pieces, product demos, and the platform variants of each - including captions and the versions that work with the sound off, which is how most of the audience…
Works in
  • Announce Feature Release
  • Enable Channel Partner
  • Exhibit at Trade Show
21 processes · 11 skills
Web producer
Assembles the approved copy and the approved design into a working page in the website, using the templates and components the site already has, and gets a preview in front of the people…
Works in
  • Announce Company News
  • Announce Feature Release
  • Enable Channel Partner
23 processes · 11 skills
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