B2B Marketing Blog

Why Marketing Operations Needs To Be A Lot More Than Execution

The marketing operations profession is BOOMING. LinkedIn shows over 11,000 job openings for “marketing operations” roles, and the average salary for marketing operations managers is nearly $100,000.

It seems like just last year the role was solely about marketing automation and now it’s about so much more. Still though, it’s mostly centered around technologies related to marketing execution. To be fair, it is a big component of marketing operations job responsibilities.

Keep reading Why Marketing Operations Needs To Be A Lot More Than Execution

Topics: marketing operations

Introducing Bizible Data Warehouse: 5 Things You Should Know

Marketing attribution is more than a reporting methodology, it’s a step forward for marketers trying to make sense of big data sets. We’ve worked with hundreds of B2B marketing teams who had previously treated attribution as a “small data” problem—niche, nice to have, and not comprehensive—and it didn’t work. Key data was missing, the numbers didn’t add up, and as a result, the data was inactionable.

Once marketers understand the sheer amount of data involved, it clicks. The light bulb goes off. Marketers need to know what’s working, and what isn’t, at both a comprehensive and a granular level—and that adds up to a lot of data.

That’s why we’re excited to introduce Data Warehouse, the option to have the full firehose of data that Bizible can collect about how your prospects interact with you. Because of the sheer volume, there are innumerable benefits, use cases, and things to know, so we’ve put together the top five. Here is what you should know about Bizible Data Warehouse:

Keep reading Introducing Bizible Data Warehouse: 5 Things You Should Know

Topics: marketing operations, marketing measurement, data warehouse

How to Measure the Velocity of the Customer Journey

Marketing teams need to be able to show measurable results for the marketing function to be seen as an investment. Influencing the customer journey and shortening sales cycles is one way to achieve this.

Keep reading How to Measure the Velocity of the Customer Journey

Topics: marketing operations, customer journey

Marketing Operations: The 3 Classes of Performance Metrics

At Bizible we love measuring marketing performance, despite how difficult it can be working with data. Building reliable datasets and running analyses takes time and often comes with moments asking, “what exactly are we looking at?”

Over the past few months we’ve gathered some questions our customers are asking around measuring the business value of marketing. Through these questions we’ve come up with with three broad classes of B2B marketing metrics to help marketing operations focus in on the best metrics to generate from their marketing data.

The three classes are:

  1. Customer journey metrics: Understanding the customer journey in terms of content preference and velocity

  2. Go-to-market metrics: Understanding personas and the market you serve

  3. Growth metrics: Understanding how much business value and growth is generated by marketing

In this post we’ll dive into each of these classes and provide examples of their associated metrics, and how to generate them using touchpoints data.

Keep reading Marketing Operations: The 3 Classes of Performance Metrics

Topics: marketing operations, marketing metrics

Unveiling the First Salary Benchmarks Report for Marketing Operations

In addition to being a VP of Marketing at Bizible, I am incredibly passionate about marketing operations. So this year I founded a trade association and community dedicated to the marketing operations role.

The mission of MarketingOps.com is to educate and support the marketing operations profession, which is why I’m excited to release the first ever Marketing Operations Salary Benchmark report. It's a survey of our members.

Salary benchmark reports can be incredibly powerful, especially for new roles where benchmarking tools (used by your HR department) may be bucketing related roles together or ignoring marketing operations altogether.

Keep reading Unveiling the First Salary Benchmarks Report for Marketing Operations

Topics: marketing operations

How To Map Your Marketing Operations Competencies

Marketing operations (MO) is the unsung hero when it comes to enabling marketing teams to execute their campaigns and programs.

Marketing operations enable marketing teams to run smoothly by creating data processes, managing data and data vendors, and doing analyses to enable marketing teams to operate smoothly. It’s a lot like engine oil, crucial in allowing the car to run smoothly, but often unseen by the drivers.

Marketing leaders know the importance of a capable marketing operations team, so it’s important to assess current capabilities and put together a plan for expanding those capabilities. 

In this post we review a framework by SiriusDecisions to help marketers put their current marketing operations capabilities in perspective.

Keep reading How To Map Your Marketing Operations Competencies

Topics: marketing operations

12 Awesome Bizible Blog Posts On Marketing Operations

We've written a decent number of articles on marketing operations. But we don't have a page that aggregates them into a well organized list. So to be as helpful as possible we've compiled 11 blog posts on marketing operations. 

The articles cover a range of topics, from skillsets to develop to predictions on how important the role will become. 

If you're working in marketing operations or are simply interested in knowing the current discussions around the topic, this list is worth a read.

The articles are organized into three sections based on focus areas like high level perspectives, social lists, and skills. Simply click the headline to jump to the article. 

Keep reading 12 Awesome Bizible Blog Posts On Marketing Operations

Topics: marketing operations

45 Impressive Marketing Operations Champions You Should Follow [Infographic]

Marketing operations success continues to grow in importance. The marketing operations function allows organizations to deliver the right message to the right segment at the right time.

Who are these unsung heroes?

We gathered together a variety of marketing operations professionals spanning numerous industries. And we’d like to recognize them for thriving at the intersection of marketing technology and strategy execution.

Keep reading 45 Impressive Marketing Operations Champions You Should Follow [Infographic]

Topics: marketing operations

4 Skills Every Marketing Operations Leader Should Master

Marketing operations is the heart of any marketing team. Therefore it must be a strong foundation that enables teams to learn and become more effective.

Through reporting, budgeting and campaign implementation, there are significant opportunities to transfer knowledge, improve execution and learn about the customer. But what are the skills needed to accomplish all this?

In this article we’ll explain four important skills that can benefit marketing operations leaders.

Keep reading 4 Skills Every Marketing Operations Leader Should Master

Topics: marketing operations

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

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.

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

Topics: marketing operations

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