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B2B Marketing Operations Best Practices
The document discusses the role and best practices of marketing operations in enhancing the customer buying journey and improving marketing effectiveness. It highlights the need for organization alignment, data management, and a systematic approach to drive insights and accountability within marketing teams. Key practices include governance, demand generation scalability, and continuous improvement to ensure marketing efforts align with business objectives.
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B2B Marketing Operations Best Practices
- 1.
- 2. 11 74% buyers complete 60%of the buying journey before contacting a rep. (source:Forrester)
- 3. 2 Unprecedented change inbuying Source: Marketo
- 4. 3 Marketing has moreinfluence on the buying journey Marketing has control over the buying funnel Marketing hasmoreinfluence thanever
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- 7. 6 The rise ofthe marketing operations function.
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- 9. 8 Scope of marketingoperations • 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
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- 12. 11 Deliver scaleto marketing Processes that run marketing Measure results Accountability and outcomes Benefits
- 13. 12 Marketing operations teams arestruggling
- 14. 13 1. Lack oforganization alignment
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- 17. 16 Flying blind dueto lack of insights 4. Overwhelmed
- 18. 17 5. Lack ofskills
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- 20. 19 94% of customershave discontinued communication with a company because of irrelevant messages (source: Blue Research)
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- 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 settingaligned with business objectives leads to accountability Running marketing systems Business objective
- 24. 23 Organization alignment Goal settingaligned with business objectives leads to accountability And much more… Executive buy in Authority with accountability The right incentives
- 25. 24 Organization alignment Clarity ofscope. 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 infrastructureat scale Cloud Data management Monitoring
- 27. 26 Generate demand atscale Set up the demand generation infrastructure Processes, analytics and resources
- 28. 27 Generate demand Set upa 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 Securityframework Digital Experience guidelines Target operating structure Governance
- 30. 29 Enable Self Service Selfservice 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 shouldexecutive the marketing strategy and marketing plan. Create a roadmap towards your maturity Model
- 32. 31 Create a roadmaptowards your maturity Model
- 33. 32 Continuous improvement Training Test andfail Introduce improvement processes
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