Marketing operations, especially in B2B industries, has become an increasingly vital function. Marketing data continues to rapidly grow and new technologies and services seem to sprout out of nowhere every day. Let’s just say that it can get a little bit overwhelming.
But the best B2B organizations are capitalizing on the growing amounts of data, and they have marketing ops to thank for that. Organizations that can track and collect meaningful data, and integrate their resources (both tech and human) towards a single goal, are far more likely to succeed.
Here’s some of what eight leaders in their respective B2B MarTech spheres had to say about navigating the complex world of marketing technology and operations.
On Tag Management:
“While sometimes confused with blog tags, tag clouds or search engine meta tags, Tag Management Systems are more about data than tags. Tags are a means to collect and shuttle data between a web site or mobile experience, and the vendor.
“Enterprise tag management solutions help organizations establish a vendor-neutral data layer across digital customer touchpoints, such as websites and mobile experiences. Once this data layer is in place, marketers can not only implement solutions in a fraction of the time but they can also ensure vendors speak the same language to create a unified customer experience.”
On Marketing Attribution:
“In addition to performing a broad array of strategic marketing and technology roles, the marketing ops role must also be able to communicate what’s going on in marketing with the sales, finance, and product teams in terms that are meaningful to them.
“Marketing ops is charged with being able to communicate across silos and across departments, and tasked with aligning teams internally, ultimately, to serve the customer better.
“When it comes to communicating with other departments, aligning data is the role attribution plays in the marketing tech stack. It’s about connecting (traditional) marketing data to sales data, so that everyone is aligned with the same goals (customers) and every team's data speaks the same language.”
On Account-Based Marketing:
“One of the great benefits ABM brings to the table is its ability to align functions, not only on marketing teams but also across other customer facing teams like sales and customer success, to rally their efforts toward the common goal of revenue and corporate growth. By its very nature, ABM requires marketers to partner with their other marketing colleagues to deliver the best possible customer experience. By discussing and vetting plans between one another, marketers are better prepared to minimize overlap between programs that may confuse their audience and inhibit the buyer’s journey.”
On Market Intelligence:
“For marketing leaders, creating a scalable, cohesive market intelligence program will help guide the decision-making process of every department. Market intelligence is usually delivered in the form of both quantitative data (e.g. firmographics, buying signals) and qualitative data (e.g. customer feedback, analyst reports). B2B marketing ops teams are using both data sets to meet the following business objectives:
- Building an ideal customer profile and defining target market
- Spotting new business opportunities and prioritizing existing pipeline
- Informing reps before every customer and prospect interaction”
On Call Intelligence:
“B2B marketers know that by the time a prospect picks up the phone, they are already more than halfway through their journey, according to research from CEB’s Marketing Leadership Council. These offline conversations are one of the most important and valuable interactions a prospect can have with a company. In fact, Invoca reports that phone calls have average conversion rates of 30-50%. With so much on the line, it is critical your sales reps make the most of each and every phone call.
“With call intelligence, sales reps have the information they need to have extremely effective and personalized phone conversations...Instead of starting the conversation from scratch, call intelligence helps marketing and sales teams create an integrated and consistent customer experience. The lead hand-off from marketing to sales is seamless.”
On Experience Optimization:
“Businesses of the future will fiercely compete to provide excellent customer experiences that are intuitive and delightful for the customer. Savvy companies are already doing this with experience optimization—the ongoing process of understanding your customers and providing the best possible experiences for them across all touchpoints.
“Experience optimization provides extra data points to help marketing ops understand the most important customer segments and personas, and what marketing efforts have had the most success. It helps marketing ops build a full and complete profile of who customers are, what they’re doing, how you can pass better leads to sales, and how you can move leads down the funnel.”
On Lead Routing And Scoring:
“While challenging, lead nurturing can be a fruitful program when organizations take a strategic approach to moving prospects through the funnel. It tends to feel like a big effort with a longer payback period than other programs, which is why many practitioners fall back on ineffective batch and blast campaigns.
“But in B2B organizations, the marketing operations function is in a prime position to change all that and unlock massive untapped value by architecting nurture programs that facilitate, rather than disrupt, the customer journey. By leveraging lead scoring to establish clear and logical nurture workflows, marketers can increase conversions and drive material revenue from their nurture efforts.”
In the Definitive Guide to B2B Marketing Operations, Infer describes the four main ways to make nurture programs more meaningful and measurable with lead scoring.
On Data Quality:
“Data is revolutionizing marketing and by taking steps to ensure data is clean, non-redundant, accurate, and complete, marketers can expect a higher return on their marketing data investment.
“Implementing automated marketing data management for continuous data quality provides greater confidence in analytical systems due to having a "single source of truth" in the form of high quality marketing data. With a marketing data management solution, businesses can take full advantage of their marketing data, eliminate data silos, and create a thriving operational model with less financial risk.”