Category: Marketing Operations

b2b marketing mistakes
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4 Worst Mistakes Can Disrupt and Derail Your B2B Marketing from Success

Today, creating an effective marketing strategy may seem overwhelming with plenty of marketing system platforms, various marketing channels, and a wide range of audience segments to target with diverse messages and offers to consider. In addition to the challenges of making the right choice in this extensive range of options, many companies make it even […]

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marketing documentation
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How to Fix Marketing Operations Challenges Using Documentation?

Most marketing operations teams grapple in managing their data, and in 2020, the problem is still posing a challenge for many marketers and companies. Managing data is highly important, especially when running your marketing operation remotely based on virtual communication and collaboration.  The challenge is not limited to assigning roles and access, sharing and exchanging […]

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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.
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Marketing Operation Crisis Management: 4 Disruptions to Be Prepared for

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 […]

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make marketing strategies scalable
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How to Make Your Current Marketing Strategies Scalable

All companies foster this relentless conquest for strategies to establish their solution distinctively before their targeted audience to produce maximum demand in the marketplace. As customers communicate through diverse digital marketing channels, especially now people are leading an enhanced digital lifestyle, marketers feel more driven to connect them across all the channels customers frequent the […]

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build marketing operations team from scratch
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How to Build a Marketing Operations Team from Scratch

How does one assemble top talents in marketing and build a winning marketing operations team? Constructing a successful marketing operations team by putting together the right set of skill sets is vital for companies running modern data-driven marketing operations. But, finding and combining top talents can also be challenging as is setting the roles and […]

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Difference Between AdTech and MarTech – Everything You Need to Know
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Difference Between AdTech and MarTech – Everything You Need to Know

Marketing professionals leverage a broad spectrum of technologies in their various activities for advertising and marketing. These technologies improve our efficiency to heighten the speed and accuracy of our efforts. Similarly, these tools also enhance the effectiveness of marketing and advertising processes with their capabilities of integration, optimization, execution, and management of process and data […]

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demand generation mistakes to avoid

6 Demand Generation Mistakes to Avoid to Ensure Flawless Campaign Execution

With the advent of marketing automation platforms, business owners and marketers started scaling their marketing campaigns by integrating multiple touchpoints across the customers’ journey. Automation platforms can enable you to improve your team’s capability of engaging prospects and customers significantly.  Hence, the use of marketing automation can simultaneously help you with multiple marketing campaigns, which […]

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marketing operations in crisis
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Best Practices to Ensure Smooth Marketing Operations in Challenging Situations

Marketing is considered a prime prerequisite and enabler for growing demand and revenue in most companies. Cutting back completely or reducing marketing operations during a challenging economic environment may cause business owners to lose on the scope of revenue generation and growth.  Crises demand businesses to increase demand generation to produce new opportunities and maintain […]

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marketing with limited budget
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Limited Marketing Budget? Spend Less, Gain More!

During times of crisis, business and marketing leaders feel pressured to run operations on a limited budget. But, a limited budget should not limit businesses from getting results from their marketing efforts, specifically small and medium-sized companies that need to keep up and running with cut-throat competition in a challenging economic environment. Though a small […]

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