B2B Marketing Blog

How To Manage Customer Analytics And Transform The B2B Company [Part 4/4]

By Alexis Getscher
May 31, 2016
Find me on:

Welcome back to our final lesson on marketing operations success. In previous lessons we covered, how to become the marketing technology consultant, and how to use the scientific method in b2b marketing.

As the marketing operations role continues to grow in influence, the potential business impact is not limited to just the marketing department. With the right tools, the role can impact business decisions for the organization as a whole.

In this section, we’ll cover three things marketing operations professionals needs to do to have the greatest impact at an organization:

  • Communicating customer insights that come from marketing data

  • Delivering the right data to the right people

  • Improving organizational decision making based on... marketing data

Becoming a leader as a marketing operations professional requires more than the ability to analyze data. It requires understanding what information matters most to senior leadership and communicating it clearly.

The final competency area for marketing operations leadership is empowering the organization with the best analytics process. 

We sum it up in a nifty framework:

empower-organization-framework.jpg

(Click Image To Enlarge)

STEP 1: HELP THE ORGANIZATION UNDERSTAND THE CUSTOMER

A great customer experience is the result establishing a good marketing technology stack and helping teams understand funnel data. In other words, it’s the results of the previous three steps covered in this book. Now, it’s time to communicate what your team has learned from implementing and managing marketing technology.

Leadership cares about two very specific kinds of information: how marketing activities connect to revenue and what kinds of intelligents you’ve gained about the customer.

With the core marketing technologies (as we explained in Part 1 of this series) in use you can run revenue reports that explain a variety of customer and revenue insights.

Reports to Run

1. Opportunity and Revenue Conversion By Content Topic and Type 

This set of reports is focused on measuring content in terms of bottom of funnel conversions. In other words, which content did prospects who became an opportunity engage with? This is separate from content that prospects viewed who ended up closed-lost.

This type of reporting helps you understand what your ideal customer cares about and what content convinces them to convert. Leadership teams need know who the ideal customer is and communicating insights such as the content types and content topics tied to closed-won customers accomplishes this. It’s also the key to becoming a best in class content marketing organization.

When you accomplish this, your brand and your content become a competitive advantage that makes it difficult for competitors to enter into your space.

2. Opportunities and Closed Won Customers By Channel 

This set of reports is focused on helping you understand where your best customers come from. This kind of customer intelligence helps organizations understand markets and the quality of channels in terms of customer generation.

When you can understand and predict where customers from, you become the source of highly valuable information. You become the expert on the customer and where to find them.

3. Persona-Based Reporting For Targeted Media 

If you’re spending on targeted advertising, such as account-based retargeting or LinkedIn advertising then you have the ability to target potential customers along demographic and firmographic factors.

When you connect this to opportunity and revenue data this builds a wealth of knowledge on industries and personas. For example, you can know which ad campaigns and content topics generate opportunities and revenue, thereby shedding light on what resonates most with your target audience and accounts.

Reports include opportunities or revenue by referral source and opportunities by ad campaigns that promote content. With these reports you become the expert of the customer/persona. You also understand how to deliver the best in class content marketing experience by delivering industry leading information.

To learn more about how to run these reports inside your CRM, explore how Bizible’s multi-touch attribution solution can connect top-of-the-funnel conversions to opportunities and revenue.

STEP 2: DELIVER THE BEST METRICS TO EVERY TEAM MEMBER

As a marketing operations manager delivering a great customer experience is only the beginnning. To keep the marketing on a continual cycle of success they need to have access to reliable metrics.

Getting access is easier said than done. There are many forces at work here. There are legacy systems, cost of marketing analytics software, current protocol, and current culture around data that marketing operations professionals often need to navigate.

Nonetheless, delivering the right metrics are important. As the saying goes, “you optimize for what you measure.”

To do this, follow these steps:

  • Understand the objectives and performance metrics that each different role is responsible for. You may have done this already as part of your needs assessment for investigating whether their is a need for new marketing technology.

  • Understand whether performance is tied to metrics as far down the funnel as possible, e.g. opportunities and revenue.

  • Gather feedback on whether team members feel like they have the best data to make decisions day to day and month to month.

  • Gather feedback from leadership on whether they feel like marketing is accountabile to business value metrics. And whether they are satisfied with high level reporting coming from marketing.

STEP 3: ENABLE THE ENTIRE ORGANIZATION WITH BETTER ANALYTICS

The final competency area for marketing operations leadership is empowering the organization with the best analytics process.

This is certainly the most broad step because the answers and opportunities you find will be highly unique to your organization. It's the nature of a marketing core competency: the process unique to your organization that separates you from your competitors. For example, you may find access to new markets and audiences as a result of improvements the ability to analyze data.

It requires understanding what information matters most to senior leadership and communicating it clearly. 

Your management of the entire funnel may create insights on increasing the perceived benefit of your product or solution. All of these are difficult to replicate by your competitors if you can enable your organization to apply marketing operation insights to product development and marketing strategy.

Being the enabler requires that you focus on:

  • Building relationships across teams and up the ladder

  • Communicating effectively through good storytelling

  • Focusing on results in your communications and presentations

  • Being the champion of change and the customer

This concludes our 4 part series on marketing operations leadership and success. For the entire series compiled into one ebook, click the download link below, and consider joining us for a webinar where we provide more examples and lessons on success in marketing operations. 

Core Competencies of the Marketing Operations Leader  The frameworks every marketing operations leader needs  Download Now

Topics: marketing operations

  New Call-to-action