Suite 03 of 7
Marketing Suite
Connect demand generation with commercial outcomes.
Plan campaigns, manage audiences, orchestrate customer journeys and connect engagement with sales follow-up.
Support marketing teams with campaign management, forms, segmentation, planning and performance analytics.
The Audience-to-Pipeline Weave
Audiences flow from plan to journey through explicit decisions. Consent is checked before anything is sent, and the only exit to sales is a governed promotion step. Switch views to see what is planned and what runs.
- Record
- Activity
- Decision
- Hand-off
Use the arrow keys on a step to move along the flow. The panel below the diagram describes the selected step.
Record · Step 1 of 8
Campaign plan
Goals, budget plan, calendar and content are set before the campaign starts.
- Owned by
- Marketing leader · campaign manager
- Record
- Campaign with plan budget
- If it goes wrong
- Over plan budget: held for approval.
01 RecordPlan
Campaign plan
Goals, budget plan, calendar and content are set before the campaign starts.
- Owned by
- Marketing leader · campaign manager
- Record
- Campaign with plan budget
- If it goes wrong
- Over plan budget: held for approval.
02 ActivityAudience
Build the audience
Dynamic segments and prospect lists define who the campaign is for.
- Owned by
- Marketing operations
- Record
- Segment definition
03 DecisionAudience
Consent valid?
Each contact's consent and preferences are checked before any send, using the rules in Privacy & Consent.
- Decided by
- Rules set by the privacy owner
- Record
- Exclusion with its reason
- If it goes wrong
- No valid consent: excluded from the send.
04 ActivityJourney
Form or landing page
Forms and landing pages capture responses, with spam protection.
- Owned by
- Marketing operations
- Record
- Form submission with consent
- If it goes wrong
- Failed spam check: discarded.
05 DecisionJourney
Which variant?
A/B branches test variants; the campaign manager decides which branch continues.
- Decided by
- Campaign manager
- Record
- Test result and decision
- If it goes wrong
- Inconclusive: the branch is held.
06 ActivityJourney
Nurture
Triggers and nurture steps continue the journey across the channels your organisation enables.
- Owned by
- Marketing operations
- Record
- Journey history per contact
07 DecisionJourney
Sales-ready?
Leads that meet the criteria agreed with sales are proposed for promotion.
- Decided by
- Agreed qualification criteria; sales confirms
- Record
- Promotion proposal
- If it goes wrong
- Rejected by sales: back to nurture with the reason.
08 Hand-offSales Suite
Promote the lead
to: Sales Suite
The lead reaches the Sales Suite with its source, journey and consent context. Campaign influence is reported in Marketing Analytics.
- Owned by
- Sales accepts the promoted lead
- Record
- Promoted lead with campaign attribution
01 RecordPlan
Campaign plan
Goals, budget plan, calendar and content are set before the campaign starts.
Who acts, record and exceptions
- Owned by
- Marketing leader · campaign manager
- Record
- Campaign with plan budget
- If it goes wrong
- Over plan budget: held for approval.
02 ActivityAudience
Build the audience
Dynamic segments and prospect lists define who the campaign is for.
Who acts, record
- Owned by
- Marketing operations
- Record
- Segment definition
03 DecisionAudience
Consent valid?
Each contact's consent and preferences are checked before any send, using the rules in Privacy & Consent.
Who acts, record and exceptions
- Decided by
- Rules set by the privacy owner
- Record
- Exclusion with its reason
- If it goes wrong
- No valid consent: excluded from the send.
04 ActivityJourney
Form or landing page
Forms and landing pages capture responses, with spam protection.
Who acts, record and exceptions
- Owned by
- Marketing operations
- Record
- Form submission with consent
- If it goes wrong
- Failed spam check: discarded.
05 DecisionJourney
Which variant?
A/B branches test variants; the campaign manager decides which branch continues.
Who acts, record and exceptions
- Decided by
- Campaign manager
- Record
- Test result and decision
- If it goes wrong
- Inconclusive: the branch is held.
06 ActivityJourney
Nurture
Triggers and nurture steps continue the journey across the channels your organisation enables.
Who acts, record
- Owned by
- Marketing operations
- Record
- Journey history per contact
07 DecisionJourney
Sales-ready?
Leads that meet the criteria agreed with sales are proposed for promotion.
Who acts, record and exceptions
- Decided by
- Agreed qualification criteria; sales confirms
- Record
- Promotion proposal
- If it goes wrong
- Rejected by sales: back to nurture with the reason.
08 Hand-offSales Suite
Promote the lead
to: Sales Suite
The lead reaches the Sales Suite with its source, journey and consent context. Campaign influence is reported in Marketing Analytics.
Who acts, record
- Owned by
- Sales accepts the promoted lead
- Record
- Promoted lead with campaign attribution
What marketing leaders are up against
The Marketing Suite weaves plans, audiences and journeys into one governed path, where the only way into sales is a promotion step everyone agreed on.
The core problem
Campaigns that can't be traced to revenue
Campaign results cannot be traced to pipeline and revenue, so budget debates run on opinion.
Lists that lose their consent
Audience lists are exported between tools and lose their consent status on the way.
Journeys built per channel
Each channel has its own journey logic, so the customer sees disconnected messages.
Plans outside the system
Plans and budgets live outside the system that runs the campaigns.
Leads without context
Leads reach sales without context or agreed qualification.
Inside the Marketing Suite
Each capability: its purpose, what it covers, who decides, the records it keeps and how exceptions are handled. Functions included in a deployment are agreed during solution design.
Campaign Management
Run multi-channel campaigns against a plan and see what they influence.
Marketing budget actuals stay in iShield One finance; Connect holds plan budgets.
What it covers
- Multi-channel campaigns
- Campaign budgets
- Attribution of influence to pipeline
Who decides
The campaign manager owns the campaign and its budget. The marketing leader reviews results.
Records
- Campaign with members and responses
- Budget lines
- Attribution records
Exceptions
- Spend above plan is held for approval.
Journey Orchestration
Design journeys with explicit decision branches across the channels you enable.
What it covers
- Visual journey builder
- Triggers
- A/B testing
- Nurture steps
Who decides
Marketing operations builds journeys. The campaign manager decides which test branch continues.
Records
- Journey version
- Branch decisions
- Journey history per contact
Exceptions
- An inconclusive test holds the branch.
- A contact who opts out leaves the journey.
Forms & Landing Pages
Capture responses on governed forms and pages.
New capability in the Suite structure.
What it covers
- Forms and landing pages built without code
- Links for QR codes and messaging channels where connected
- Spam protection
Who decides
Marketing operations publishes forms. The privacy owner approves consent wording.
Records
- Form submissions with consent captured
Exceptions
- A submission that fails the spam check is discarded.
Segmentation & Audiences
Build audiences that carry consent and qualification context with them.
New capability in the Suite structure.
What it covers
- Dynamic segments
- Prospect lists
- Promotion of qualified leads to sales
Who decides
Marketing operations defines segments. Promotion criteria are agreed with sales.
Records
- Segment definitions
- Promotion records
Exceptions
- Contacts without valid consent are excluded from sends.
- A lead rejected by sales returns to nurture with the reason.
Marketing Planning
Keep plans, goals and content next to the campaigns that execute them.
New capability in the Suite structure.
What it covers
- Marketing calendar
- Budget plans
- Goals
- Content library
Who decides
The marketing leader approves the plan and goals.
Records
- Plan versions
- Goals by period
- Content items
Exceptions
- A plan change after approval creates a new version.
Marketing Analytics
Show which campaigns and sources influence pipeline.
New capability in the Suite structure.
What it covers
- Funnel conversion
- Campaign influence
- Lead-source return
Who decides
The marketing leader decides how influence is attributed and reviewed.
Records
- Funnel snapshots
- Attribution results
Exceptions
- Unattributed pipeline is reported as its own line, not hidden.
From plan to pipeline in four layers
Plans set intent, audiences set who, journeys set what happens, analytics close the loop.
Plan
What are we trying to achieve, with what budget?
Accountable: Marketing leader
Audience
Who is it for, and may we contact them?
Accountable: Marketing operations · privacy owner
Engagement
What does the customer see and do?
Accountable: Campaign manager
Outcome
What did it influence?
Accountable: Marketing leader with sales
Escalation, exceptions and the people who decide
“Marketing proposes; sales accepts; consent decides who is contacted.”
Consent
Trigger: Contact without valid consent
Who acts: Privacy owner's rules
Excluded from the send, with the reason recorded.
Test
Trigger: A/B test inconclusive
Who acts: Campaign manager
The branch is held until a person decides.
Budget
Trigger: Spend above plan
Who acts: Marketing leader
Approval is recorded against the plan.
Lead quality
Trigger: Sales rejects a promoted lead
Who acts: Marketing operations
The lead returns to nurture with the rejection reason.
AI and automation, by mode
Rules and automation
Configured journeys and triggers; changes are versioned.
- — Journey triggers and waits
- — Consent exclusion rules
- — Spam protection on forms
AI assistance
Suggestions a marketer reviews.
- — Intent and sentiment indicators (Predictive AI)
- — Content drafts for review (AI Copilot)
Not offered
Decisions that stay with people.
- — Overriding consent
- — Promoting a lead without agreed criteria
What teams can follow
Measures teams can follow where configured. Names only: targets and results belong to each organisation.
Funnel conversion by stage
From Marketing Analytics
Campaign influence on pipeline
From Marketing Analytics
Lead-source return
From Marketing Analytics
Sales acceptance of promoted leads
From Segmentation & Audiences
Form conversion
From Forms & Landing Pages
Spend against plan
From Marketing Planning
Context, not certification
How the Suite relates to recognised standards. This describes alignment of practice; conformity and certification belong to each organisation.
GDPR · ePrivacy · UAE PDPL · KSA PDPL
Applies to the customer's use: consent and lawful basis for marketing communications, supported by consent checks before sends.
CAN-SPAM · CASL · TCPA
Applies to the customer's use of email and messaging channels, by jurisdiction.
ICC Advertising and Marketing Communications Code
Context for responsible marketing communications.
WCAG 2.2
Applies to the forms and landing pages organisations publish; accessibility of published pages is the publisher's responsibility.
Where the Suite ends, and who takes over
iShield Connect owns CRM and customer engagement. Each other platform keeps its own responsibility.
The Marketing Suite owns
Plans, audiences, journeys, forms, consent checks before sends and the promotion of leads to the Sales Suite.
Owns
Channel connectors such as messaging, social and productivity platforms are provided through iShield Link where implemented and configured.
Owns
Marketing budget actuals stay in iShield One finance; Connect holds plan budgets.
Owns
Where an organisation runs iShieldGRC, its enterprise privacy programme sits there; Connect applies consent at the point of contact.
These boundaries describe how responsibilities are intended to divide between the platforms. Integration depth depends on how they are implemented and configured.
The seven iShield Connect Suites
- 01Sales SuiteTurn opportunities into lasting customer relationships.
- 02Service SuiteMake every service interaction count.
- 03 · You are hereMarketing Suite
- 04Revenue & Customer Success SuiteGrow the value of every customer relationship.
- 05Partner SuiteExtend customer engagement through your ecosystem.
- 06Intelligence SuiteTurn customer information into actionable insight.
- 07Trust & Governance SuiteMake trust part of the customer operating model.
- iShield Connect overviewAll Suites and capabilities
