Why Marketing Operations Is Taking Center Stage

Why Marketing Operations Is Taking Center Stage

There’s no longer any argument that marketing automation provides the best toolset for building long-term sustainability, but the technology involved is only part of what makes it tick. Choosing the right marketing automation platform is just the first step in the process of optimizing your revenue-based marketing strategy. You also need a strategic partner – a marketing automation consultant.

Defining the Playbook

One of the prime benefits of marketing automation is that it uses a cohesive, consistent set of rules to manage an increasingly complex universe of data. Who makes the rules that govern how your MAP handles incoming data? That’s where your marketing automation consultant comes in. The analytics your system generates only matter if you have a knowledgeable analyst going over them and deciding where they lead.

Your marketing automation team puts data in context using a keen awareness of the marketplace and a deep familiarity with the technology you’re using. As your marketing automation consultant develops a blueprint for operations, you also get real-time feedback from the system to point you in the right direction, improving results with each campaign and the analytics it generates.

A Not-So-Odd Couple: Data Science and Marketing

There’s a tendency to think of marketing as a creative, people-oriented aspect of business. That’s certainly part of the picture, but as marketing has gone digital, there’s also an increasing emphasis on data science. The art of marketing and the science of data aren’t in conflict; on the contrary, they work together beautifully. Your marketing automation team can use data to derive insights that guide you in the most promising directions, optimizing your efforts and ensuring the best possible return on your investments of time and creative energy.

Rethinking Processes, Defining Outcomes

Re-engineering the steps you take to achieve success can be a daunting challenge if you’re trying to go it alone. Your marketing automation consultant will help you to identify the guideposts that allow you to create paths to success through the unique terrain that defines your organization’s landscape. With a better understanding of benchmarks to meet along the way, you’re able to optimize key processes within your workflow, eliminating wasted effort and focusing on the channels and marketing activities that make the greatest difference to your bottom line.

Speaking of your bottom line: How do you define a successful launch of a campaign? Is it based on total number of responses, conversions, sales, or other metrics? That’s part of what your marketing automation consultant will help you define. With a clearer understanding of what constitutes success, you can work toward achieving it consistently.

Your competition may have started to invest in marketing automation, but technology alone doesn’t make the difference. Finding the right strategic partner to optimize its use is where you’ll see lasting results.

© Reach Marketing LLC 2017 All Rights Reserved.

Data Management

Turn Down the Churn with Database Management

Turn Down the Churn with Database Management

Even businesses with robust lead gen programs often fall short when it comes to retention. That’s painful in any business, but in the B2B sector, it’s especially unhappy news. On average, it costs seven times as much of a marketing investment to convert a new lead to a buyer than it is to earn repeat business from existing buyers. While some customer churn is inevitable, some of it is a product of spotty database management. Customer contact information that becomes unavailable or isolated in a dysfunctional database could lose you a valued client. Continue reading

The ABC’s of Sales and Marketing Integration

The ABC’s of Sales and Marketing Integration

Everyone in your organization is working toward the same goals overall, but the specific paths you take to reach them are often different. That can cause challenges with demand generation, customer care, and the hand-off between teams. Having a road map to alignment helps you bring everyone together, mapping the quickest routes to success with your database services manager and ensuring total customer care the whole way. Continue reading

What Waiting Tables Can Tell You about Predictive Analytics

What Waiting Tables Can Tell You about Predictive Analytics

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Compressing the Sales Funnel

compressing the sales funnel

It’s a simple equation: The more leads you can move through your sales funnel, the greater your growth. Yet one of the biggest time-wasters when guiding your prospects through that funnel has less to do with leads’ timing than with your own. How much time does your sales team spend going over ground your marketing department could have covered? How often do you spend precious time sending out content that isn’t relevant to leads at their current stage of sales readiness? Continue reading

Making Big Data Better with Database Management

Making Big Data Better with Database Management

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How’s Your Follow-Through?

database services follow-through

In B2B sales, leads rarely introduce themselves to you with cash in hand and ready to buy. They need to know more about your product line, your customer service, your commitment to them. Companies that focus solely on acquisition and not retention lack follow-through; they have the first easy pieces of the puzzle laid down, but they’re not sure how to handle its complex center. Continue reading

What Marketing Data and the Weather Have in Common

Forecasting Data

From planning a picnic for a sunny day to preparing for dangerous storms, we’ve all seen vivid examples of how important weather forecasts can be. Predictive models impose order on the chaos of weather patterns and offer guidance for important decisions. Marketers also face mission-critical decisions, and like forecasters, they need information to make the most of their sophisticated technology. Continue reading

Marketing Automation Technology from Installation to Integration

Retailers like to call their products plug-and-play, but anyone who’s bought the latest smartphone generation or new productivity software knows there’s a learning curve to using novel technology. The “plug” part’s fairly easy, but to learn how to use new tech efficiently, let alone with expert skill, takes something more than tapping a few keys. Continue reading


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