Marketing operations, sometimes referred to as MOps, is an umbrella term that describes the people, processes, and technology that power a business’s overall marketing strategy and increase its chances of success.
Why are marketing operations important?
93% of B2B marketers say the marketing operation’s function is critical to delivering digital transformation.
Marketing Operations grew significantly with the rise of Marketing Automation Platforms such as Marketo, Pardot, Eloqua, HubSpot, etc.
How Marketing Ops Can Help Your Business
Marketing operations strategy focuses on end-to-end marketing optimization. A marketing operations team oversees everything from planning and budgeting to execution and analysis. Marketing operations increase efficiency and drive results in marketing organizations. It builds a foundation for excellence by reinforcing marketing strategy with infrastructure, business processes, metrics, reporting, and the development of best practices.
- Become Data Driven
- Improve Demand and Lead Generation
- Asset & Content Optimization
When combined with marketing automation, the marketing operations function has the potential to change the way a business approaches its product messaging and sales strategy
This data-driven marketing approach is critical for helping a business to understand what is and is not working.
Marketing automation can help you maximize the benefits of marketing operations by reducing and automating repetitive, manual tasks, gathering marketing process data, and having the ability to add workflows to processes.
Marketing automation platforms like Salesforce Marketing Cloud, Pardot (Marketing Cloud Account Engagement), and Marketo Engage can help you overcome challenges like audience management, the application of communication business rules, and other operational duties that reduce the time that could be spent on strategic work or other priorities.
With marketing automation tools, your marketing department can benefit from:
- Scalable, repeatable, and automated campaigns that can be readily improved based on measurable recipient actions
- The ability to engage a prospect or customer in an automated way immediately upon a change in their personal data
- Marketing campaign ROI via demonstrable analytics
- Increased marketing ops efficiency, allowing marketing teams to focus on more strategic activitie
Use automation to craft a great experience at scale.
Delivering the right marketing message to your leads across channels can be time-consuming and difficult to execute as your business grows. It helps you increase the effectiveness and quantity of your campaigns.