Building a strong foundation in marketing operations
How many ABCs do you recognise?
Whilst you may not be a marketing operations (MOps) expert, it’s important to expand your knowledge. MOps encompasses different elements including strategy, planning and measurement. This foundational knowledge makes you better equipped to adapt to the ever-changing market.
Revisiting the ABCs of marketing operations helps you do that. Going back to basics reminds you to identify gaps in your knowledge, and allow yourself to fill them in.
The ABCs of marketing operations, from data, and tech, to campaigns.
The ABCs of MOps:
Analytics:
Measure your marketing campaigns’ effectiveness, identify improvement areas, and make data-driven decisions [1].
Budget:
With appropriate budgeting, you won’t overspend/underspend on marketing efforts, leading to inefficiencies in your operations.
Conversion rate optimisation (CRO):
Using data and testing to improve the percentage of website visitors who take a desired action, such as filling out a form or making a purchase [2].
Data Management:
Effective data management improves decision-making, enhances targeting, personalisation and compliance throughout your campaigns.
Email:
MOps can be so focused on email marketing that it’s often called email operationss. After all, it’s the third most valuable marketing channel [3].
Funnel Optimisation:
Optimises the sales funnel by using data-driven strategies, personalisation and continuous testing to drive conversion rates and ROI.
Goals:
Remember your SMART goals – specific, measurable, achievable, relevant and time-bound.
Hypothesis Testing:
Testing assumptions and theories before implementing strategies help conclude committing valuable resources.
Inbound Marketing:
MOps create, distribute and measure content to make inbound marketing campaigns engage and convert target customers.
Journey Mapping:
The data, tools and techniques such as creating buyer personas, to map your customer journey.
Keywords:
Research and tools such as keyword tracking and analysis to refine keyword strategies and optimise campaigns.
Lead Generation:
The process of attracting potential customers and converting them into leads.
Metrics:
Essential for measuring the performance of campaigns to make data-driven decisions in the future.
Nurture Campaigns:
Tools such as automation build relationships with potential customers by segmenting customers and delivering tailored content.
Omnichannel:
Creates a centralised view of customer data and interactions across all marketing channels to understand customer behaviour and preferences.
Persona Development:
By understanding their target audience, MOps can create more effective campaigns, personalised content, targeting, and use data to inform decisions.
Quality Content:
Essential for engaging potential customers and building brand authority.
Reporting:
Important component of marketing operations, providing insights into the success of marketing campaigns.
Segmentation:
This involves dividing a target market into smaller groups based on shared characteristics.
Technology:
From customer relationship management systems to AI and machine learning, there is countless tech that helps marketers streamline their operations.
User Experience (UX):
Create a seamless and tailored experience for customers with the goal of long-lasting relationships.
Visitor Tracking:
Use visitor tracking data to personalise the website content and improve user experience.
Website Design:
A critical role in the success of marketing operations. It shapes how customers perceive a brand.
X-functional collaboration:
Cross-functional collaboration between different teams, including sales, product, and marketing.
Yield Management:
Optimising pricing and inventory to maximise revenue while meeting customer needs.
Zero-Based Budgeting:
Starting with a budget of zero and justifying all expenses based on the expected ROI [4].
With 93% of marketers [5] recognising the importance of MOps, elevating your marketing operations will create value for both your customers and your business.
Taking time to expand your knowledge can help you stay ahead of the curve in this ever-changing landscape.
