Marketing Operations Archives - Digital Di Consultants

Marketing Operations Can Help Drive Business Results

Shiv Panchagiri — Thu, 12 Sep 2024 12:45:27 +0000

At times, B2B marketing teams find it difficult to quantify their impact on revenue. Unplanned campaigns and siloed data hinder marketing and result in slower growth. As a result, it becomes challenging for the marketing teams to demonstrate their efficiency.

There is a need to deliver more impactful campaigns, improve lead quality, and increase customer engagement. This is where marketing operations step in to streamline processes, enhance campaign efficiency, and ensure alignment across teams.

What is Marketing Operations?

Marketing operations is a function that includes people, processes, and technology. It helps marketing work more efficiently and maximize impact.

The way I like to define marketing operations is ‘the art and science of executing great marketing.

– Darrell Alfonso, Global Marketing Operations Leader at Amazon

Marketing operations aim to standardize marketing processes to enhance productivity, efficiency, and accountability.

Here are some of the key processes included in marketing operations:

The use of MarTech platforms to manage data (both internal data and customer data)
End-to-end campaign management
Enable accurate and useful marketing reporting
Collaborate with other departments to build internal marketing products and processes.

Business Benefits of Marketing Operations

Nearly nine out of ten large organizations (with over $10 million in annual revenue) have a dedicated marketing operations team or individual. Even – the smaller organizations (with less than $10 million in annual revenue), 64% have invested in the same.

Here are a few reasons why:

1.Efficient Campaign Planning and Execution

Marketing operations can help you understand the efficiency of your campaigns at the granular level. Marketing operations also streamline the process of campaign planning and execution. It helps your team save time, and they can spend more time on activities of higher value, such as strategy and creative development.

2.Automates Marketing Tasks

Repetitive tasks drain the resources and productivity of the marketing teams. Marketing automation tools can automate several tasks, including lead nurturing, email marketing, customer onboarding, and more. It results in several benefits, including:

More dedicated time towards strategic activities.
Reduced focus on repetitive tasks and manual efforts.
Ability to speed up tasks through an automated process.

3.Better Conversion Rates

Marketing operations use data and technology to personalize interactions. It helps deliver the right message at the right time. If your team gets the data to understand the conversion rate of different campaigns, they can work accordingly and double down on their best-performing campaigns. It helps save resources on campaigns that bring lesser ROI and enables you to optimize your messaging accordingly.

4. A Continuous Marketing Engine

Starting from scratch every time is time-consuming and resource-intensive. You need processes that your team can repeat, and that’s exactly what marketing operations provide you. With marketing operations, you can create several repeatable processes for:

Campaign planning and execution
Content creation and approval
Lead management
Data management and reporting
Budgeting and resource allocation

Having repeatable processes in place reduces the risk of errors and eliminates any guesswork. It helps your team efficiently execute marketing activities.

5.Access to Good Quality Data

Marketing operations make the right data accessible to the people who need it. It includes collecting, refining, and disseminating data and insights across the business. Good quality data leads to better customer insights. It can help the marketing team with smarter decision-making.

The ability of marketing operations to provide clear data and reporting reduces the risk of any politics or functional issues that may hinder internal collaboration within teams.

Enhance your Marketing Ops Capabilities with Marketing Automation

Marketing operations have the power to streamline processes for both the sales and marketing teams, which will help them achieve better business results. However, all of this comes to fruition when you invest in marketing operations and see how they function.

If you’re ready to enhance and streamline your marketing processes, partner up with an experienced marketing operations agency like Digital Di Consultants. Learn how to achieve your business goals without getting in the loop of manual effort and low-quality data outputs.

The post Marketing Operations Can Help Drive Business Results appeared first on Digital Di Consultants.

Marketing vs. Marketing Operations Agencies: Uncovering the Key Differences

Shiv Panchagiri — Fri, 11 Aug 2023 08:58:58 +0000

Picture this: You’re the marketing director of a thriving B2B company with multiple business units, and your team needs additional support with day-to-day marketing operations activities, guidance with developing processes, managing data, and executing impeccable campaigns allowing marketing to drive leads over to sales at the perfect time.

You have two options:

Company A is a full-service marketing agency. It offers digital marketing, content marketing, sales enablement, lead generation, website design, and other services to help you improve results from your marketing and inbound sales efforts.
Company B is a Marketing Operations (MarTech) agency. It focuses on bringing the human element and technology together to drive the company’s business operations forward by bringing marketing, sales, customer service, and leadership team together. It focuses fully on continuous improvement by making data-driven decisions, building effective processes, and a focused approach toward the company’s bottom line – revenue.

Both sound appealing, but how do you choose which is right for your business?

It’s critical to understand the differences between these two types of agencies and how they can impact your business.

The Growth of MOPs Agencies

A marketing operations agency is a marketing partner. It focuses on improving the effectiveness and efficiency of marketing efforts through:

Data-driven insights – both for customizing audiences and messaging, alongside measuring campaign effectiveness
Streamlined processes
Cutting-edge technology
Performance optimization

The services are built around six key pillars:

Data: collection, management, and analysis
Process: effective workflows, automation, and integration
Technology: leveraging marketing technology for better results
Analytics: tracking performance and optimizing strategies
People: MarTech is only as good as the people behind it to make it effective.
Sales & Marketing Alignment: ensuring marketing efforts drive quality pipeline aligned with sales, customer service, and operations teams.

As the marketing landscape grows more intricate, the demand for specialized marketing services has significantly increased. Gartner’s research supports this claim, revealing that 49% of marketers now have a marketing operations leader in at least one team.

As we’ve laid the foundation for understanding marketing operations agencies, it’s time to explore its significance in marketing.

Factors to Consider When Choosing a MarTech Agency

Business goals and objectives
Evaluate your short-term and long-term goals, and assess which agency type is better suited to help you achieve those targets. MOPs agency will assist you in effectively driving captured leads to sales, and which will eventually help towards a company’s common goal, revenue.
Specific marketing challenges
Identify your unique marketing pain points and determine if a specialized marketing operation or a generic marketing agency would more effectively address those issues.
Available resources and budget
Consider your financial constraints and resource availability. This way, you can ensure the chosen agency can deliver the desired results within your budget.
Level of customization and personalization required
Determine the degree of tailored solutions needed for your marketing efforts. Then, select the agency that can provide the appropriate level of customization and personalization.

Conclusion

As we’ve highlighted above, a MOPs agency ensures all the data, and processes are in place so that you can target your prospects and customers with the right message at the right time, and then report on what is working well to prove marketing-driven revenue. Marketing Operations also pushes the leads through to Sales at the right time, allowing for more targeted sales, and visibility of the prospect’s actions leading to more strategic, and informed sales calls. Marketing Operations allow the marketing team to really drive the start of the lead to cash process whether that is for net new, retention or advocacy.

If you’re ready to elevate your marketing strategy and optimize performance, consider partnering with a leading marketing operations agency like Digital Di Consultants or Sojourn Solutions. Agencies like these can help you and your company achieve their business goals. Get in touch today!

Author:

Shiv Panchagiri
CEO
Digital Di Consultants

Co-author:

Phil Boyden
Sales Consultant
Sojourn Solutions

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Campaign Naming Convention: An Underrated, Critical Aspect of B2B Marketing Campaigns

Shiv Panchagiri — Thu, 29 Jun 2023 08:28:52 +0000

Is there anything worse than spending an obscene amount of time juggling through disorganized campaigns? Scattered shards of campaigns can’t give you a clear illustration of your overall marketing performance.

The real challenge is to create a consistent target campaign schema that allows marketers to analyze and develop an understanding of whether their efforts are bringing them closer to their goals.

This is where the role of a standardized campaign naming convention comes into play.

Naming conventions (often overlooked) are an essential aspect of B2B marketing campaign management and optimization. It can not only save you time and money but also reduce unnecessary frustration arising from data silos.

Let’s deep dive into naming conventions for B2B marketing campaigns!

What are campaign naming conventions in B2B marketing?

To put it simply, a campaign naming convention is a name you give to your marketing campaign. It is essential in searching for the right programs within your MarTech instances. Research suggests data marketers spend about 15% of their time SEARCHING for the correct data!

Naming conventions lay down a streamlined and structured process to make your B2B marketing campaigns more organized and manageable. That means, instead of relying on campaign names mid-flight – you can have structured marketing campaign names with custom
variables.

Why use campaign naming conventions in B2B marketing?

B2B marketing campaign naming conventions reveal the most critical details and let you instantly filter and pivot across variables. You get a better overview of the campaign. Here are some more benefits of naming a campaign.

Best practices of campaign naming conventions in B2B marketing

The below naming convention practices are not set in stone, but they are guaranteed to help your team save tons of hours and make campaign optimization more efficient.

Attributes
Naming a campaign should start by including attributes like the channel, date, target country, budget type, optimization event, and other elements as they seem appropriate.
The attributes may vary as per your organization. For instance, demographics may be an essential element for an enterprise but absolutely redundant for a small organization.
Standard Delimiter
Companies have different approaches to writing delimiters. Some teams use hyphen (-) delimiters, while others prefer to use underscores (_), and some use pipes (|). While any of these can be used, the key is to pick a standard one for all campaigns.
Dates
Adding the year and month of the campaign in the name is a good practice that helps focus your search. Additionally, the dates should be in the same format. The YYYY-MM-DD format is preferable since it is a global ISO standard and can automatically be read as a date by various data tools.
Text case
Ensure to use a standard text case type. The same text case would make it easier to use the attributes from the campaign’s name as variables in an analytics solution.
Playbook
Everything needs to be followed exactly, no matter which attributes, text case, or delimiter you choose. Prepare a playbook outlining every letter, number, character, and spacing.

Conclusion

Having a standardized campaign naming taxonomy is essential. From budget allocation to reporting, optimizing campaigns, and creative experimenting – it can impact your operations in ways more than you realize.

Leverage our best practices to gain more visibility, reduce errors, and get a better overview of your B2B marketing efforts.

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The Importance of Marketing Operations For Business Growth

Shiv Panchagiri — Wed, 28 Jun 2023 15:21:01 +0000

Today, B2B marketing encompasses a range of different components, spanning from strategy to execution and everything in between. In order to accomplish your marketing goals, you and your team inevitably invest a significant amount of time in producing compelling content, adhering to the most effective SEO practices, optimizing advertising campaigns, crafting exceptional brand videos, sending out customized and personalized gifts, and a host of other endeavors.

All of these efforts may prove fruitless unless you can effectively oversee these various components in an operational manner, while simultaneously monitoring your progress to enable data-driven decisions that facilitate improvement.

As we enter 2023, it is safe to assume that the significance of marketing operations is no longer up for debate.

What Is Marketing Operations?

Simply put, marketing operations perform the back-end tasks that bolster the marketing department, supporting the marketing team’s efficient functioning via planning, governance, and support activities, freeing up the core marketing functions to prioritize delivering value.

Marketing operations (MOPs) teams are pivotal in reinforcing several marketing aspects, such as strategy, analytics, infrastructure, business processes, best practices, budgeting, and reporting. By providing this base for excellence, MOPs enable the marketing team to perform optimally.

MOPs aim to reinforce the organization’s marketing strategy by leveraging data, analytics, infrastructure, best practices, and business processes.

The Need For Marketing Operations

According to 93% of B2B marketers, the function of marketing operations is critical to accomplishing digital transformation.

At the heart of marketing operations’ strategy lies the goal of optimizing all facets of the marketing process, from start to finish – encompassing strategy development, budgeting, execution, analysis, infrastructure, business processes, measurement, reporting, and the establishment of best practices.

Outlined below are various instances of how a successful marketing operations plan can advantage your company:

Make Data-Driven Decisions

Constructing and supervising key performance indicators (KPIs) and analytics for the entire customer journey, marketing expenses, and operations constitutes a crucial element of marketing operations. This entails utilizing data from various marketing technology platforms and supporting tools to obtain visibility into the efficiency, effectiveness, and attribution of marketing initiatives. By scrutinizing the data, the marketing team can assess the impact of their campaigns, such as advancements in lead quality, increased conversion rates, and higher ROI for specific initiatives.

Gain a Competitive Edge

Companies that prioritize their marketing operations teams often gain an advantage over their competitors. This is because it provides companies with more precise data, enabling them to acquire insights into their competitors’ performance. Furthermore, this approach streamlines marketers’ ability to adapt their plans accordingly.

Content and Asset Optimization

Marketing operations analytics offer perspective on the efficiency of marketing campaigns, assets, and content across diverse channels and segments, even at the individual and touchpoint levels.

Increase Team Morale and Performance

Effective marketing campaigns not only enhance business outcomes but also boost team morale.

Conversely, inefficient operations can drain the time and energy of your capable workers with mundane, repetitive tasks, leading to burnout and decreased job satisfaction. By refining work styles, strategies, and performance, marketing operations can augment enthusiasm and satisfaction among team members.

Improve Demand and Lead Generation

Improving marketing processes and capabilities can assist in identifying and expediting the progress of high-value prospects through the buying cycle, resulting in optimal experiences while effectively integrating resource utilization with your sales process.

How to Build Your Marketing Operations Capabilities’

To begin with, there is no one “right” model for a Marketing Operations team as different factors specific to an organization can influence its structure and development.

When structuring Marketing Operations teams, the following factors should be taken into consideration:

The team’s organizational structure in relation to other departments of the organization, which may include the following:
- Whether they will be centralized or decentralized
- The number of business lines they support
Do any of the intended roles and skills exist in other departments within the organization?
What are the team’s competencies needed to perform its anticipated responsibilities?
What are your objectives for marketing operations and the team as a whole?

While having a vision and goals for the team is crucial, it is equally important to prioritize the functions that can have an immediate positive impact on your business and establish a team that can deliver such benefits to the organization right from the start.

Conclusion

Marketing Operations can be thought of as the core nervous system of marketing. When properly managed, it has the potential to enhance both team productivity and campaign ROI. Consequently, it is unquestionable that robust and effective marketing operations are a vital element of efficient and successful digital marketing campaigns.

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Don’t Let Data Decay Affect Your Growth: Everything You Need To Know To Get Rid of Data Decay

Shiv Panchagiri — Tue, 27 Jun 2023 07:00:55 +0000

Your CRM system will offer you useful information on prospects, paying customers, vendors, and employees. CRM data decay is a significant issue that may lead to a reduction in sales and customer satisfaction, higher personnel turnover, and dissatisfaction amongst management and employees.

According to a study, CRM data quality issues have hampered 95% of survey respondents’ ability to utilize their CRM system successfully, and 44% of those polled said their organization lost more than 10% of yearly sales due to CRM data decay. Respondents expect their CRM data to degrade by 34% yearly unless major enhancements are made.

The quality and freshness of data are critical to the efficiency of a company’s CRM system. We’ll discuss data decay, its consequences, and solutions for reducing CRM data decay and prioritizing data quality.

What Is Data Decay?

Data decay is the process through which the quality of your B2B database deteriorates over time at varied pace due to incorrect, incomplete, or obsolete information. Unfortunately, data deterioration cannot be avoided at scale.

What Causes Data Decay?

Bad data usually cause data decay. Any old, inaccurate, duplicated, improperly structured or missing information is considered bad data. There are several ways to end up with bad data in your CRM database, some of which are listed below.

1. Outdated Data

When you first collect information about a customer, future customer, or vendor it might be accurate. However, after a while, the data may become incorrect. For example, people change jobs, phone numbers, and addresses. The demographic details of a company may change because of M&A, going out of business, change in location, etc. Here are a few statistics that can help you understand how common it is:

Every two years, 40% of email users change their email addresses.
Every year, 20% of postal addresses change.
Every year, 18% of phone numbers change.
Every year, 60% of employees change jobs inside their organization.

2. Incorrect Formatting

Firmographic and demographic details like addresses, names, email addresses, and phone numbers can be captured in different ways. When data is captured online or offline, unfortunately, it is not entered the same way, which inevitably leads to inaccurate information being stored.

3. Data Is Entered Inaccurately

Users who fill out online forms may mistakenly enter incorrect information or provide incorrect details. Manual data entering might result in the same outcomes. For example, if a name is misspelled, it will be used in all marketing and sales communications.

4. Duplicate Data

It is possible to wind up with duplicates when combining lists. You might also have the same individual added to various lead-generating, newsletters or any form of nurturing program, resulting in their email being added to your list a number of times.

The Repercussions of Data Decay On Your Business

Data decay can severely hinder the growth of your business. Here are some of the most common consequences of data decay in your CRM.

Loss of Customers: Data decay often leads to duplicated sales and marketing efforts. These unproductive efforts can cost the company customers.
Miss Out On New Sales: Sales teams lose new sales due to poor quality CRM data. Degraded data reduces your capacity to convert leads successfully.
Lost Revenue: Poor-quality CRM data can cost up to 10% or more of your annual revenue due to miscommunication and wasted time and resources.
Increased Employee Turnover: Sales, Marketing, and Customer Service teams can only accomplish their tasks if CRM data is good, which leads to dissatisfaction and demotivation. As a result, if you do not invest in a CRM data-quality plan, you may lose talented people.
Friction Between Teams: Poor-quality CRM data can harm employee relationships. For example, CRM data decay causes friction between marketing and sales departments.

How To Get Rid of Data Decay

As marketing and sales initiatives are data-driven, boosting your database’s quality will enhance your marketing and sales efforts’ success. Clean CRM data will help your teams spend more time connecting with the right audience rather than designing emails that bounce back, contacting potential customers by the incorrect name, or sending mailings to the incorrect address. Here’s how you can get rid of data decay.

1. Create A Strong Data Hygiene Strategy

Adding frequent data hygiene checks as a part of a routine is the most evident technique to keep your database fresh and updated. This procedure entails the following steps:

Checking for changes to existing data
Getting rid of duplicate contacts
Validating new contacts
Completing any missing information

All of this can be done automatically using dynamic data tools that can update your information in real-time, eliminating the need for human inspections.

Despite the fact that data hygiene inspections are typically delegated to a certain department (sales, marketing, or IT), ensure that everyone in the business is aware of data hygiene policies. Collaboration among teams substantially contributes to combating data deterioration and fostering a data-driven culture inside the firm.

2. Get Confirmed Opt-Ins

Opt-in confirmation is another method of combating data decay. It is used to check that your subscribers completed the registration process by providing the right email address. When new users enter their information, they will receive a confirmation email to complete the signing up with valid information.

3. Consider Backing Up Your Data

Data decay can also occur as a result of hardware failure. The repercussions of a severely corrupted dataset are dire. A startling 94% of businesses that suffer a catastrophic data loss never return to normal operations.

To limit the chance of lost input and assure disaster recovery, save your data in the cloud securely, just as you would with essential information on your phone or laptop. Cloud storage is the safest and most effective method of data backup, and you may select from several forms of cloud storage based on your needs and requirements. However, keep in mind to safeguard your data access and protect it from external cyberattacks.

4. Let The Professionals Handle Data Cleansing

Outsourcing to a third party can save you time and allow you to focus on what is most important to your business! As part of our data decay management services, we offer multiple features, including:

Getting rid of duplicate records and incorrect details
Removing outdated data entries – both at the contact and the company level
Ensuring that you connect with the right people and the accounts
Owing correct data for your marketing and sales, customer service, and hiring strategies

Conclusion

Historically, data decay has proved to be an expensive proposition. To combat it, businesses must regularly connect with their audiences, maintain data hygiene, and invest in technologies to keep their data up to date.

The post Don’t Let Data Decay Affect Your Growth: Everything You Need To Know To Get Rid of Data Decay appeared first on Digital Di Consultants.

Why Human Element And Technology Is The Ideal Combination In B2B Marketing

Shiv Panchagiri — Mon, 26 Jun 2023 07:22:25 +0000

It is a data-driven world, and the effectiveness of B2B marketing campaigns run by almost every industry depends on data-generated insights. Hence, the importance of data cannot be overstated.

While most companies tend to lean towards automation and AI (which isn’t wrong), the importance of human intervention is often taken for granted. There are several ways to carry out these activities, but every tool and software you use must be coupled with human intervention.

The Importance of Human Intervention

Marketing data requires insights generated by people, not machines or algorithms. Here are a few examples of how human interference still plays a significant part in decoding data even though machine learning now outweighs human influence.

You Need Insights

You can never solve a problem by relying solely on data; instead, use data to evaluate and people to understand. Automated answers only function well in the beginning. In the following stages, an in-depth response will be needed to go along with these responses. You just can’t always rely on auto-generated responses. You need to be able to connect with the user, and a machine cannot do that; you need human skills to connect with a human.

Build Trust

With AI’s help, automation has only come close to human intellect. Utilizing technology is efficient, but creating relationships and trust with customers can only be accomplished with someone who knows and experiences human emotions. Only when businesses strike an emotional chord with their clients will they be recognized for their service. Despite its importance in today’s society, marketing automation will never be able to accomplish this attachment. You need the skills of a human to build and execute effective communication strategies

Bigger Does Not Always Mean Better

Larger data also increases the danger of discovering misleading connections or conclusions that need to be more relevant or actionable. A machine can find any number of answers, but it takes a human to tell the difference between treasure and trash. Marketers must have a complete understanding of where to go for leads in order to strike gold with their lead generation plan. It frequently begins with the early recognition of opportunity, which human intervention can accomplish.

Eliminate The Bias

The information provided by technology could be biased. Especially when requested for an evaluation of a product or service. These issues can only be remedied with human intervention, not by machines.

Data security & privacy

With AI being more widely utilized, its potential to store and detect private information to intrude on a user’s privacy is expanding. Users will likely be concerned about their privacy and data security as AI apps become more sophisticated and integrated. However, by adding the human touch, you can add an extra layer of security to ensure your consumer’s data is protected and secure.

Conclusion

The bottom line is that conversion is challenging even if you sell unless you tell a compelling story. Emotions are a connecting force in stories; we know that machines or robots cannot tell fantastic stories.

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Importance of Getting An Ideal Customer Profile (ICP) Right

Shiv Panchagiri — Sun, 25 Jun 2023 07:30:17 +0000

As it always should be – Ideal customer profile (ICP) has become the talk of the ‘marketing town’ as almost every business strives to create an ICP for their company. And this comes as no surprise as the first step towards a successful marketing campaign is nailing the ICP; everything else will come later.

Hence, in this article, we’ll go over everything you need to know about an ICP, including what it is, its importance, and finally, how to create one.

What Is An ICP

An ICP, is, as the name implies, a profile of your ideal clientele. An ICP is essentially a summary of the kind of customer that best fits the product or services or solutions you offer.

A well-made ICP supports marketers, sales teams in determining which customers are most likely to show interest in, buy from, succeed with, and recommend your offerings to others. This knowledge enables your team to decide who and how to target.

The Importance of a defined ICP

A sucessful business requires long-term customer relationships, which can only be achieved by targeting the right ones. Here are some benefits of creating an ICP for your business:

Save Time and Effort

A strong template for an ideal customer against which to assess incoming leads is a basic but extremely powerful approach to asking a simple question: Is this consumer likely to purchase from us?

If the answer is no, you will save your teams’ time, effort, and resources – for both sales and marketing. And if yes, you’ll be in a better position to communicate with them.

Low CLV and churn rates suggest you’re marketing to possibly not-so-correct accounts. When you have a go-to-market plan that targets the ideal accounts, your customer lifetime value (CLV) will gradually rise.

Improve Lead Qualification

ICP can be used to qualify leads as a baseline. If the lead attributes do not match your ideal consumers, you can remove them from the funnel. This allows you to concentrate your efforts on prospects who have the potential to become your ideal customer and are more likely to convert and stay with your company for a longer duration.

Send The Right Message

You may create a personalized message and express it through marketing collateral if you understand your ideal customer’s pain areas, demands, and interests. An ideal customer profile gives you the direction and angle you need to create relevant content.

Steps To Follow To Create An ICP

It is extremely essential that all right teams – marketing, sales, customer services and leadership come together and do extensive brainstorming.

Step 1: Analyze Your Current Best Customers

Examine your best customers. Consider the customers who pay the most, perform the best, are the most praised, and have been with you the longest. Make a list of the top customers based on this. What do these customers all have in common?

To generate your list of common attributes, consider the following:

Which of their problems do you have a solution for?
Where are they based, and to whom do they sell?
What are their financial constraints?
What is the size of their company?
Where are they in terms of their expansion ambitions and company objectives?

This may need collaboration from several departments to develop a list of common characteristics that make each customer extremely beneficial to your company. These attributes can be used to build your ICP.

Step 2: Study Customer Opinion To Determine Your Company’s Key Strength

What do your existing customers like the most about your business? This might include anything from customer service to product quality. Understanding what distinguishes you from your competition is essential for attracting new clients who seek the same attributes.

Use online review data and social media comments to learn how your customers perceive your business. AI technology can assist you in swiftly and efficiently analyzing this data to uncover patterns and trends.

Step 3: Interview Your Current Customers (Research)

You can’t create a valuable ICP until you talk to your consumers. This information is best gathered through one-on-one consumer interviews. If necessary, a survey can be used, especially if you have many clients with a low LTV.

These interviews can provide some consumer data for your profile, so don’t miss them. In addition to conducting interviews, you should undertake your research on these firms to get a better understanding of where they stand and how your services or products have impacted them.

Step 4: Create An ICP For Your Company

With all this essential information available, it’s time to start working on your ICP. It is totally up to you how you format this. You can write it in one line (like a mission or vision) and stick it in front of your sales team, or create an elaborate bifurcation with multiple categories and scenarios in an excel sheet. The ultimate goal is to create something your team understands and can make the most of.

Conclusion

It may take some time and experimentation to develop your ideal consumer profile. Not to mention that your ICP will evolve as your company develops and its objectives shift. If you’ve done some research, you’ll have discovered that even the essential characteristics of each ICP template may differ. Hence, you’re better off selecting a more customizable template to match your organization’s particular demands.

The post Importance of Getting An Ideal Customer Profile (ICP) Right appeared first on Digital Di Consultants.

Why Should Demand Generation and Marketing Operations Work Together?

Shiv Panchagiri — Sat, 24 Jun 2023 07:46:40 +0000

As marketing has come to the forefront, there is often a debate about the relationship between demand generation and marketing operations. Should demand generation and marketing operations work as individual units, or should demand generation report to marketing operations or vice versa? They appear to be fully independent functions of B2B marketing, with unique standards, skill sets, and dispositions, but they frequently appear to be muddled or referred to in the same breath. This is deceptive because the contrasting features highlight the necessity to keep them apart and focus on their own aims. But this doesn’t mean that they can function separately in the silo.

A modern marketing team must balance creative ideas (demand generation) and perfect execution (marketing operations). Hence, there’s no doubt both teams should work in sync as they are key to any mid-sized to large company’s marketing teams.

That being said, why exactly do Demand Generation and Marketing Operations need to work together to ensure the marketing team works as a well-oiled machine?

What Is Demand Generation?

Demand Generation is a long-term approach that addresses all stages of the buyer’s Journey. It is responsible for increasing brand recognition, cultivating trust, and creating a strong relationship with the target audience. It is all about consistently giving the audience the appropriate information at the right time. Demand generation is critical to the success of a high-growth organization.

Top Skills Needed to Create an Efficient Demand Generation Team

Creative verbal and textual communication
Thorough knowledge of marketing tactics
Knowledge of CRM and marketing automation systems
A meticulous, effective, and persuasive personality

What is Marketing Operations?

Marketing operations might well drive the future of the marketing industry. Due to their strong skill set in using data, comprehending technology, and coordinating the efforts of sales and marketing teams, marketing executives predict that today’s marketing operations specialists will eventually replace CMOs. Marketing Operations are the foundation of any successful department, especially with the MarTech environment having exploded over the past ten years. Better campaigns, workflows, and outcomes are finally produced through the function. It serves as the overarching framework for making B2B marketing initiatives successful and efficient.

Top Skills Needed to Create an Efficient Marketing Operations Team

Analytical approach, data-driven, and tech-savvy
Communicating complicated data insights in a simple way
Knowledge of project management
Knowledge of marketing automation tools

How Demand Generation and Marketing Operations Can Work in Sync

Instead of focusing on day-to-day operations, marketing operations should be a hub that enables and drives the company’s go-to-market strategy and execution. Data-driven programs, marketing automation, and analytics are all areas where the demand generation team may benefit from the guidance of the marketing operations department. In turn, marketing operations should be relied upon to supply the necessary resources for demand generation to function effectively.

This partnership should be mutually beneficial, with one part relying on and improving the work of the other to achieve success. To allow demand generation to concentrate on positioning, messaging, content, and execution, marketing operations must implement the most suitable marketing technology, data-driven techniques, efficient processes, and effective measurement. Concurrently, demand generation should drive marketing operations to provide the best possible tools and infrastructure, as well as adoption assistance, to maximize the results of these efforts. In a productive back-and-forth, the two roles can ask each other questions like “can we do this faster?” and “how can we enhance this?” to spur a never-ending loop of new ideas and higher-quality work.

The post Why Should Demand Generation and Marketing Operations Work Together? appeared first on Digital Di Consultants.

Marketing Operations Archives - Digital Di Consultants

Marketing Operations Can Help Drive Business Results

What is Marketing Operations?

Business Benefits of Marketing Operations

1.Efficient Campaign Planning and Execution

2.Automates Marketing Tasks

3.Better Conversion Rates

4. A Continuous Marketing Engine

5.Access to Good Quality Data

Enhance your Marketing Ops Capabilities with Marketing Automation

Marketing vs. Marketing Operations Agencies: Uncovering the Key Differences

The Growth of MOPs Agencies

Factors to Consider When Choosing a MarTech Agency

Conclusion

Campaign Naming Convention: An Underrated, Critical Aspect of B2B Marketing Campaigns

What are campaign naming conventions in B2B marketing?

Why use campaign naming conventions in B2B marketing?

Best practices of campaign naming conventions in B2B marketing

Conclusion

The Importance of Marketing Operations For Business Growth

What Is Marketing Operations?

The Need For Marketing Operations

Make Data-Driven Decisions

Gain a Competitive Edge

Content and Asset Optimization

Increase Team Morale and Performance

Improve Demand and Lead Generation

How to Build Your Marketing Operations Capabilities’

Conclusion

Don’t Let Data Decay Affect Your Growth: Everything You Need To Know To Get Rid of Data Decay

What Is Data Decay?

What Causes Data Decay?

1. Outdated Data

2. Incorrect Formatting

3. Data Is Entered Inaccurately

4. Duplicate Data

How To Get Rid of Data Decay

1. Create A Strong Data Hygiene Strategy

2. Get Confirmed Opt-Ins

3. Consider Backing Up Your Data

4. Let The Professionals Handle Data Cleansing

Conclusion

Why Human Element And Technology Is The Ideal Combination In B2B Marketing

The Importance of Human Intervention

You Need Insights

Build Trust

Bigger Does Not Always Mean Better

Eliminate The Bias

Data security & privacy

Conclusion

Importance of Getting An Ideal Customer Profile (ICP) Right

What Is An ICP

The Importance of a defined ICP

Save Time and Effort

Improve Lead Qualification

Send The Right Message

Steps To Follow To Create An ICP

Step 1: Analyze Your Current Best Customers

Step 2: Study Customer Opinion To Determine Your Company’s Key Strength

Step 3: Interview Your Current Customers (Research)

Step 4: Create An ICP For Your Company

Conclusion

Why Should Demand Generation and Marketing Operations Work Together?

What Is Demand Generation?

Top Skills Needed to Create an Efficient Demand Generation Team

What is Marketing Operations?

Top Skills Needed to Create an Efficient Marketing Operations Team

Demand Generation​

Marketing Operations

How Demand Generation and Marketing Operations Can Work in Sync

Demand Generation