Blogs

Marketing Ops

Sales, Marketing, and Revenue Operations: How Are They Different?

April 26, 2023 No Comments

Marketing Automation

How Insurers Can Use Marketing Automation to Retain Existing Policyholders

April 24, 2023 No Comments

Email Marketing

Email Verification and Validation – What’s the Difference?

April 19, 2023 No Comments

B2B Marketing

What is Always-on Marketing – The Benefits and Why It Matters?

April 19, 2023 No Comments

Marketing Operations

5 Best Practices to Create an Effective Customer Experience Framework

April 14, 2023 No Comments

Marketing Operations

A Playbook For Building a Predictable Pipeline

January 23, 2023 No Comments

Here's Why You Should be Mapping Out Your Customer Journey and How to Get Started

Email Marketing

Here’s Why You Should be Mapping Out Your Customer Journey and How to Get Started

January 20, 2023 No Comments

Achieve Better Conversion and More MQLs with these Lead Scoring Best Practices

Lead Scoring

Achieve Better Conversion and More MQLs with these Lead Scoring Best Practices

December 21, 2022 No Comments

Strategies to Adapt, Drive & Grow Your B2B Sales after COVID-19

B2B Marketing

Strategies to Adapt, Drive & Grow Your B2B Sales after COVID-19

December 21, 2022 No Comments

Email-Marketing-vs-Marketing-Automation

Email Marketing

Email Marketing vs. Marketing Automation

December 14, 2022 No Comments

Marketo Competitors: How Do They Stack Up?

Marketo

Marketo Competitors: How Do They Stack Up?

December 12, 2022 No Comments

Understanding SPF and DKIM to Improve Email Deliverability

Email Marketing

Understanding SPF and DKIM to Improve Email Deliverability

October 11, 2022 No Comments

How can marketers increase their chances of successful MarTech investment

Marketing Operations

How Can Marketers Increase Their Chances of Successful MarTech Investment?

October 6, 2022 No Comments

Beyond Demographics: Types of Advanced Audience Segmentation That Drive Measurable Engagement

B2B Marketing

Beyond Demographics: Types of Advanced Audience Segmentation That Drive Measurable Engagement

October 3, 2022 No Comments

Building the Ultimate Marketing Tech Stack for High-Performing Marketers

Marketing Operations

Building the Ultimate Marketing Tech Stack for High-Performing Marketers

October 3, 2022 No Comments

9 Ways to Reduce Bad Data in Marketo

Data Management

9 Ways to Reduce Bad Data in Marketo

April 12, 2022 No Comments

AMP Emails vs. HTML: What Gets Higher Conversion Rates?

Marketing Automation

AMP Emails vs. HTML: What Gets Higher Conversion Rates?

April 8, 2022 No Comments

Marketing Automation

Marketing Automation Can Do More than Just Generate Leads

April 6, 2022 No Comments

Marketing Automation

How to Use Marketing Automation for Internal Workflows and Data Hygiene

April 4, 2022 No Comments

How to Avoid these Common Marketo Template Implementation Issues

Marketing Automation

How to Avoid these Common Marketo Template Implementation Issues

March 28, 2022 No Comments

How can a global crisis benefit remote work culture?

Marketing Operations

How can a global crisis benefit remote work culture?

January 28, 2022 No Comments

Marketing Automation

8 Creative Ways to Use Pardot Automation Rules

January 21, 2022 No Comments

high salary jobs

HR Augmentation

Looking For A Change? Here Are The Top 15 Marketing Jobs That Pay Well

August 25, 2021 No Comments

human marketing automation

Marketing Automation

5 Tips for Prioritizing Human Connections in Marketing Automation

July 7, 2021 No Comments

ignoring email accessibility hurting business

Email Marketing

Why Ignoring Email Accessibility is Hurting Your Business

March 9, 2021 No Comments

landing page analytics md

Marketing Operations

Do you measure your landing page performance the right way?

March 9, 2021 No Comments

energize nurture strategy

Lead Scoring

4 Ways to Energize Your Nurture Strategy

January 29, 2021 No Comments

why outsource email marketing

Email Marketing

5 Reasons Why You Should Consider Outsourcing Email Marketing Operations

January 28, 2021 No Comments

guide to marketo munchkin javascript

Marketing Automation

The ultimate guide to Munchkin in Marketo Engage

January 27, 2021 No Comments

build marketo programs faster

Marketo Operations

How to Build Marketo Programs Faster With Templates and Tokens

January 26, 2021 No Comments

Power-Tips-to-A-B-Test-Programs-like-a-Marketo-Superstars

Marketing Operations

Marketing Analytics and Metrics with Marketo

January 26, 2021 No Comments

generating-qualified-leads

Marketo Operations

Understanding Marketo Segmentation – Complete Guide

January 20, 2021 No Comments

ten ways to grow email list

Data Management

Data-Driven Personalization: What is It and Why You Need It?

January 15, 2021 No Comments

How to Choose the Best Marketing Automation System for Your B2B Marketing Operations?

Marketing Automation

Everything You need to know about Marketo Fields

January 15, 2021 No Comments

make most of triggered emails

Email Marketing

How to Get the Most Out of Triggered Emails

January 6, 2021 No Comments

importance of marketo instance cleanup

Marketing Automation

Importance of Marketo Instance Cleanup

January 5, 2021 No Comments

avoid common marketo implementation challenges

Marketing Automation

8 Best Practices to Avoid Common Marketo Implementation Challenges

January 4, 2021 No Comments

enhance email development process

Email Marketing

5 Actionable Tips to Enhance Your Email Development Process

December 30, 2020 No Comments

adapt a scalable marketing automation platform

Marketing Automation

3 Reasons to Adopt a Scalable Marketing Automation Platform

December 4, 2020 No Comments

Scale Recruitment for Hyper Growing Companies

HR Augmentation

How to Scale Recruitment for Hyper Growing Companies?

December 3, 2020 No Comments

marketo sales insights

Marketing Automation

A Quick Dive into Marketo Sales Insights – An Underrated Feature in Marketo

December 3, 2020 No Comments

email tempates for webinar

Email Marketing

10 Best Webinar Invitation Email Examples

November 26, 2020 No Comments

marketing automation platform for ecommerce

Marketing Automation

How to Select the Best Marketing Automation Platform to Drive Your Ecommerce Business

November 25, 2020 No Comments

why conversational marketing

Email Marketing

Why Conversational Marketing is Important and How to Implement it?

November 25, 2020 No Comments

reduce email bounces

Email Marketing

How to Reduce Soft & Hard Email Bounce Rates

November 25, 2020 No Comments

boost automated customer lifecycle

Marketing Automation

5 Steps to Boost your Automated Customer Lifecycle Engagement

November 20, 2020 No Comments

get rid of bot submissions

Marketing Operations

How to Get Rid of Bot Submissions in Marketo Forms

November 18, 2020 No Comments

outsourcing marketing operations

Marketing Operations

Everything You Need to Know About Outsourcing Marketing Operations

November 18, 2020 No Comments

Features-to-Look-For-in-a-Marketing-Automation-Platform

Marketing Automation

7 Features to Look For in a Marketing Automation Platform

November 17, 2020 No Comments

types-of-CTA

Campaign Management

6 Types of CTAs to Improve Conversion Rates

November 17, 2020 No Comments

why-marketing-automation-is-failing

Marketing Automation

Why your Marketing Automation is Failing to Generate the Desired Results

November 17, 2020 No Comments

digital-transformation-with-martech

Marketing Operations

Best Practices for Digital transformation with MarTech

November 10, 2020 No Comments

types-of-lead-segmentation

Data Management

Everything You Need to Know about Different Types of Lead Segmentation

October 28, 2020 No Comments

lead tracking tools for b2b companies

Data Management

5 Tools B2B Companies Can Use for Lead Tracking

October 28, 2020 No Comments

Build-a-Great-Candidate-Experience

HR Augmentation

5 Ways to Build a Great Candidate Experience in 2020

October 27, 2020 No Comments

consider-while-hiring-a-marketing-team

HR Augmentation

Things to Consider When Hiring a Marketing Team

October 27, 2020 No Comments

generating-qualified-leads

Lead Scoring

5 Ways to Generate Sales Qualified Leads on a Limited Budget

October 26, 2020 No Comments

marketing-automation-improve-website-conversion

Marketing Automation

5 Ways Marketing Automation Can Improve Your Website’s Conversion Rate

October 16, 2020 No Comments

how to avoid emails from spam

Email Marketing

Why Your Emails May End Up in the Spam Box & How to Protect Your Emails from Spam Filter?

October 14, 2020 No Comments

how to improve onboarding

HR Augmentation

5 Steps to Improve Your Onboarding Process

October 14, 2020 No Comments

teams from different timezone

HR Augmentation

How to Manage a Team across Different Time Zones

October 8, 2020 No Comments

10ways to increase your form conversion

Marketing Operations

10 Ways to Build a Form that Creates High Conversion

October 7, 2020 No Comments

email marketing for virtual product launches

Email Marketing

Best Practices to Leverage Email Marketing for Your Virtual Product Launch

October 6, 2020 No Comments

marketing automation vs sales automation

Marketing Automation

Sales Automation Vs. Marketing Automation – Understanding the Differences

October 2, 2020 No Comments

How to Choose the Best Marketing Automation System for Your B2B Marketing Operations?

Marketing Automation

How to Choose the Best Marketing Automation System for Your B2B Marketing Operations?

October 2, 2020 No Comments

email accessibility

Email Accessibility

Best Practices to make your Emails more Accessible

September 23, 2020 No Comments

outsourcing marketing operations

Uncategorized

How Innovative Brands are Outsourcing Email Marketing Operations and Why Are They Doing It?

September 18, 2020 No Comments

ultimate cheat sheet for marketing emails

Email Marketing

The Ultimate Cheat Sheet for Successful Marketing Emails

September 4, 2020 No Comments

How HR Professionals Can Drive Business Impact Despite a Hiring Freeze

HR Augmentation

How HR Professionals Can Drive Business Impact Despite a Hiring Freeze

September 1, 2020 No Comments

How to Grow Your Business with an Email Marketing Strategy

Email Marketing

How to Grow Your Business with an Email Marketing Strategy

August 31, 2020 No Comments

Best Practices to Design Multi-Channel Lead Marketing Strategy

Marketing Operations

Best Practices to Design Multi-Channel Lead Marketing Strategy

August 28, 2020 No Comments

marketo superstar

Marketo Operations

How to Get More from Your Marketo Engage like a Marketo Rockstar?

August 28, 2020 No Comments

five reasons why your landing page is not converting

Marketing Operations

5 Reasons Why Your Landing Page is Not Converting

August 27, 2020 No Comments

data management in dynamic work environment

Data Management

Data Management in a Dynamic Work Environment

August 22, 2020 No Comments

customer journey roadmap

Marketing Operations

Preparation and Step-by-Step Tips for Building a Customer Journey Roadmap

August 21, 2020 No Comments

ten ways to grow email list

Email Marketing

10 Ways to Grow an Engaged Email List Which Will Drive Conversions

August 20, 2020 No Comments

marketing strategies for hiring

HR Augmentation

Marketing Strategies to Promote Company Culture and Attract Top Talent

August 18, 2020 No Comments

why employee engagement tips

HR Augmentation

What is Employee Engagement and Why It Is Important?

August 18, 2020 No Comments

how to measure marketing automation success

Marketing Automation

How to Measure Marketing Automation Success?

August 13, 2020 No Comments

tips to choose a marketing agency

Marketing Operations

How to Choose a Marketing Operations Agency

August 12, 2020 No Comments

email personalization

Email Marketing

How Automating Email Personalization Can Drive Conversion?

August 10, 2020 No Comments

martech stack

Marketing Operations

How to Build a Flawless MarTech Stack for Your Organization?

August 7, 2020 No Comments

Guide to Create a Compelling Event Reminder Email

Email Marketing

Guide to Create a Compelling Event Reminder Email

August 6, 2020 No Comments

improve lead quality

Marketing Operations

Best Practices to Set up a Lead Scoring Model to Improve Lead Quality

August 5, 2020 No Comments

b2b marketers

Marketing Operations

How Can B2B Marketers Stay Ahead of The Curve?

July 30, 2020 No Comments

hr in business

HR Augmentation

Turn HR Into Your Strategic Advantage

July 23, 2020 No Comments

5 martech attribution tools

Marketing Automation

5 MarTech Tools to Consider for Marketing Attribution for Closing More Sales

July 20, 2020 No Comments

outsourcing marketing management

Marketing Operations

How Can Outsourcing Campaign Management Help When the World Is Not A Buyer’s Market?

July 15, 2020 No Comments

AI in marketing technology

Marketing Operations

AI in Marketing Technology – Elements of Artificial Intelligence-Powered Marketing Tools

July 14, 2020 No Comments

b2b marketing mistakes

Marketing Operations

4 Worst Mistakes Can Disrupt and Derail Your B2B Marketing from Success

July 9, 2020 No Comments

marketing documentation

Marketing Operations

How to Fix Marketing Operations Challenges Using Documentation?

July 8, 2020 No Comments

The consequences of the coronavirus outbreak have been felt across most nations and economies; a plethora of predictable impacts are expected to affect B2B marketing functions. Marketing leaders and businesses that can predict these impacts on the B2B marketing environment will be better prepared to guide their teams to handle a crisis and challenging economy with speed and the right skills. The areas in which marketing operations teams need to make the most adjustments and improvements to respond to these major impacts are marketing strategies, performance measurement, budget reallocation and control, and optimum reuse of existing assets and resources. So, what are the major disruptions that marketing operation leaders and entrepreneurs need to be prepared for? 4 Marketing Operations Disruptions Marketing Leaders Need to Be Prepared for Most of us across the world are still following social distancing rules, whether voluntarily or imposed by the government. The impact of the coronavirus pandemic continues to affect the business, economy, and personal lives. There are several long-term impacts on the economy, customers’ lives, and customers’ responses towards marketing campaigns that led to these disruptions in the B2B marketing environment. These are four major disruptions that marketing operations leaders should expect and prepare their team to take the right actions: Changes in ROI Goals: As the worldwide economy is hit and disrupted by the COVID-19 pandemic, the impacts of this widespread disruption are expected to continue affecting businesses and targeted customers for the rest of this year and possibly next year. Most organizations have been quick to predict their sales volume – while some businesses have reduced their targets, some have extended the time span when their sales and revenues goals are projected to hit. Many businesses have witnessed growth in demand resulting from the pandemic as it has rippled the need for specific products and services, such as delivery services, e-commerce, safety kits, and many others. Though the major part of forecasting circles around sales, revenue, and budget, marketing functions are also needed to be aligned to generate demand and improve sales pipeline. That’s why marketing operations need to reallocate the budget for the marketing processes that can boost the demand and aid in the sales pipeline. Marketers need to rethink their marketing strategies that can resonate with the targeted audience in disruptive market scenarios. Strategies based on previous sales and marketing success cannot be effective in such situations. Previously Dependable Performance Indicators Will Fail. Marketers need to develop a new set of performance metrics that will correspond to a new set of marketing strategies to deal with radical changes in the economic environment. Some performance indicators that worked in past campaigns will no longer aid marketers in evaluating their present campaigns that were needed to generate prospects and customers amid disruption. Your organization will need metrics such as campaign health scores that combine various factors to indicate product utilization such as people who have expressed interest in specific types of products and services and those who have utilized your products. Many businesses are noticed to perform poorly in some sectors and are deciding to restrict their budget partly or entirely. That includes the travel industry, hospitality industry, retail industry, among others. Is your business also operating in these segments and currently trading poorly, or is your industry noticing a hike in demand like those medical equipment segments or technologies supporting the growing work-from-home workforce? Marketers and leaders need to plan a stipulated time frame to see how their marketing efforts impact the customers, track if conversion rates are working as per the forecast and if marketing operations can work around the warning signs in a challenging economy. Evaluate the Right Segment to Focus On Businesses that are operating in hard-hit segments need to monitor and strategize on how to redirect their attention toward segments that are less likely to be hit by diminishing sales trends during a challenging economy. Portfolio marketers need to start revisiting the targeted audience base and adopt relative targeting practices to identify the segments which are likely to increase sales. Conduct a re-evaluation of market segments based on customer data and dedicate the various roles of marketing operations based on insights collected on those segments. Thus, marketing leaders can enhance their decision-making process. The most useful data ranges to consider to achieve the goal can be segment performance in previous campaigns, ideal customer profiles’ behavioral data, availability of contacts’ job details, and personal contact information in your database. Reallocate Marketing Budgets The marketing budget has been and most likely will continue to get hit by the crisis. The initial phase of changes may have led you to focus on digitally transforming all in-person events and marketing interactions. But as businesses are revising performance targets and priority targeted audiences, they also need to adjust their marketing spend in an enhanced level of the digitized version of marketing efforts for different markets. Leaders also need to prioritize their focus on some segments to generate new leads, nurture, and qualify those leads to improve the sales pipeline. Some businesses also consider focusing their marketing operations toward improving online reputation or toward reactivating existing customers. Considering all these priorities, marketing operations need to shuffle existing budgets to ensure your marketing investments are well-distributed. Next, articulate with your team to share your marketing goals, priorities, and investment. Use this strategic budget allocation strategy to manage your budgeting, marketing processes, and marketing operations teams to make the most use of redistributed investments to target and engage key customer segments and business objectives. Conclusion While making all these revisions and redistributions, marketing operations leaders need to identify key performance metrics according to new visions and plans. We are helping businesses challenged with migration, implementation, and optimization of Marketo to scale their existing marketing strategies for years and businesses trying hard to keep up with the revenue and demand during a challenging economy. In case you need our services in Marketo implementation to scale your process – our certified and automation experts will guide you step by step, once you take the first step to have a chat via chat box at the right below, tell us your requirement via the contact us page, info@marrinadecisions.com or our social channels: Facebook, Twitter, or LinkedIn. All it takes is a simple ‘Hi’ to take you a long way in scaling your marketing process and targeting thousands of people while saving tons of resources and money in manual processes.

Marketing Operations

Marketing Operation Crisis Management: 4 Disruptions to Be Prepared for

July 6, 2020 No Comments

workforce planning future

HR Augmentation

Workforce Planning For the Future

July 1, 2020 No Comments

use marketo to boost sales

Marketo Operations

How to Leverage Marketo to Boost Sales?

June 30, 2020 No Comments

marketo mistakes to avoid

Marketo Operations

Avoid These Costly Marketing Operation Mistakes on Marketo During Economic Crisis

June 26, 2020 No Comments

make marketing strategies scalable

Marketing Operations

How to Make Your Current Marketing Strategies Scalable

June 25, 2020 No Comments

build marketing operations team from scratch

Marketing Operations

How to Build a Marketing Operations Team from Scratch

June 25, 2020 No Comments

marketing automation for digital transformation

Marketing Automation

How to Leverage Marketing Automation to Digitally Transform Your Business

June 22, 2020 No Comments

Difference Between AdTech and MarTech – Everything You Need to Know

Marketing Operations

Difference Between AdTech and MarTech – Everything You Need to Know

June 11, 2020 No Comments

demand generation mistakes to avoid

Campaign Management

6 Demand Generation Mistakes to Avoid to Ensure Flawless Campaign Execution

June 10, 2020 No Comments