The Marketing Operations REVolution webinar series paid tribute to the excellent work MOps professionals have done providing beacons to guide us into the future. Previously, Marketing Operations (MOps) was considered a catch-all reporting function and a supporting player in the marketing organization. Over the past few years the position has evolved to become a strategic leader that drives revenue for the organization. How did this happen, and how do we ensure the MOps role continues to evolve?
Read on for insights from four marketing experts!
The Evolution of Marketing Ops Analytics and Measurement
There is no denying that the B2B buyer has changed. How can marketers continue providing them with content and experiences that delight? Allison Snow, Senior Analyst at Forrester, showed how the new, empowered B2B buyer is anonymous, considered, and mutable. They are an experienced researcher and will be looking on LinkedIn, G2, and Quora for information on the company without their bias.
In order to satisfy customers, we need data - and MOps has historically been the keeper of this data. This makes them uniquely poised to respond to extremely high-priority marketing, sales, customer experience, and analytics challenges. They, and they alone, are able to create the holistic view of customers that B2B marketers need to succeed in the marketplace.
Get the slide deck here.
The Nuts and Bolts of Implementing an Organization-Wide Attribution Model Using Martech
Sameer Khan, Director of Marketing Operations at Direct Energy, figured out how five attribution myths are detrimental to the customer journey.
Using multiple attribution models in multiple departments
Every customer journey is equal
Digital marketing is only useful to bring people to the website
Prospects become customers within 90 days
Digital marketing is the only channel generating sales
By busting these attribution myths, Khan realized that applying attribution is as much a journey for marketers, as customers going from initial research to eventual purchase. How do you cut through the noise? Ask yourself if your customer journey a memorable and enjoyable experience. Layering multi-touch attribution on top of their data gave Direct Energy deeper insight to their customer’s journey, and they could start to see where changes could be made.
Watch the webinar here.
Create a Clear Path to ROI with an Integrated Tech Stack
Anna Soo, Senior Marketing Manager at Commvault, demonstrated the value of creating a fully integrated tech stack not just for increased efficiency but for a better marketer’s experience.
Her journey to ROI began with an integration between Allocadia and Marketo which helped organize plans and align marketing activities with corporate goals. It started a chain reaction of looking to automate tasks that would save time and reduce human errors. The end result is a closed loop integration system between Allocadia, Marketo, Salesforce, and Workfront.
How did the fully integrated tech stack help Commvault marketers get to a ROI measurement? Using the Allocadia ID as an identifier, they calculate ROI based on marketing campaign and the marketing intelligence team uses a BI tool to assess the results. Their integrated tech stack empowers the team to act proactively and with agility based on ROI.
Watch the webinar here.
Everyone at the Table: Microsoft’s Unified Approach to Performance Marketing
Ruby Kuo, Digital Analytics Lead of Microsoft’s Global Demand Center, shared how introducing a “North Star” helped alleviate problems with team structure, customer experience, and marketer’s experiences.
The “North Star” optimal customer experience now guides all projects. Microsoft also formed virtual teams of people across the organization that are key decision makers or experts on a specific task to consider broader company initiatives. Their email campaigns are a good example of the new structure’s positive impact. Previously, all campaigns were deployed on the same day early in the week which slowed the system for both customers and marketers. After testing, they learned emails later in the week had a better response. Now, staggered uploads control system race issues, making the process cleaner for everyone.
Watch the webinar here.
Let Marketing Ops Drive the Revenue Train
With better data, marketers are more informed about their customers, able to pivot quickly, and address issues in real time. All of our speakers had a different way of demonstrating that Marketing Operations is uniquely positioned to supply and curate this data that improves the customer experience of the new B2B buyer and the workflow of marketers.
Customer experience and marketer’s experience are important aspects for every company to address. Tackling these initiatives will lead to positive results for both. For example, by integrating their tech stack Commvault created more bandwidth for marketers to take on activities that would more deeply engage customers.
We need to remember that at the end of the day we are stil marketing to people - there is a real person evaluating your product and making the decision to purchase. Keep them in mind, and work on understanding how to surprise and delight them.