B2B Marketing Operations Best Practices
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Learn how marketing operations teams improve customer experience and drive revenue through strategy, process, and technology.
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B2B Marketing Operations Best Practices
- 2. 11 74% buyers complete 60% of the buying journey before contacting a rep. (source:Forrester)
- 3. 2 Unprecedented change in buying Source: Marketo
- 4. 3 Marketing has more influence on the buying journey Marketing has control over the buying funnel Marketing hasmoreinfluence thanever
- 7. 6 The rise of the marketing operations function.
- 9. 8 Scope of marketing operations • Ensure customer experience is optimized • Generate high quality demand • Measure what matters to the business and deliver insights to improve marketing. • Manage data • Ensure marketing is meeting the expectations of the business • Ensure environment is secure and protected from all threats • Approach to run programs and drive internal alignment to meet business objectives • Ensure the right people are working on the right tasks • Enable marketing teams to manage and execute digital programs with a self-service approach
- 10. 9 Planning + Technology + Process + Analytics Scope of marketing operations
- 11. 10 Leadsto..
- 12. 11 Deliver scale to marketing Processes that run marketing Measure results Accountability and outcomes Benefits
- 13. 12 Marketing operations teams are struggling
- 14. 13 1. Lack of organization alignment
- 16. 15 3. Lack of insight… flying blind
- 17. 16 Flying blind due to lack of insights 4. Overwhelmed
- 18. 17 5. Lack of skills
- 19. 18 theresult…
- 20. 19 94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research)
- 21. 20 MARKETING
- 22. 21 21 7 best practices 1. Organization alignment 2. Run digital infrastructure at scale 3. Enable organization with Insights 4. Governance to enable marketing 5. Generate demand at scale 6. Create a roadmap 7. Test & fail, and continuous improvement
- 23. 22 Organization alignment Goal setting aligned with business objectives leads to accountability Running marketing systems Business objective
- 24. 23 Organization alignment Goal setting aligned with business objectives leads to accountability And much more… Executive buy in Authority with accountability The right incentives
- 25. 24 Organization alignment Clarity of scope. One size does not fill all. What’s in and what’s not? Run campaigns Run digital infrastructure Governance Analytics and insights
- 26. 25 Run digital infrastructure at scale Cloud Data management Monitoring
- 27. 26 Generate demand at scale Set up the demand generation infrastructure Processes, analytics and resources
- 28. 27 Generate demand Set up a Demand Center - Allows you to respond to digital and marketing mix diversification - MAP is becoming core to B2B marketing - Content volume is growing rapidly Source: Globaldemandcentercom
- 29. 28 Content Governance plan Security framework Digital Experience guidelines Target operating structure Governance
- 30. 29 Enable Self Service Self service is the key to scale Focus on simplicity Governance is your friend in self service Marketing technology particularly campaign management and CMS should be easy to use
- 31. 30 Marketing roadmap should executive the marketing strategy and marketing plan. Create a roadmap towards your maturity Model
- 32. 31 Create a roadmap towards your maturity Model
- 33. 32 Continuous improvement Training Test and fail Introduce improvement processes