by Toni Becker - Website Content Writer at Digital Nexa
Mar 7, 2022
The term “Marketing Operations” is used to describe the function of the marketing team within an organization. These operations include marketing technology, teams and processes that align to optimize all elements of marketing and sales.
Marketing Operations holds the entire marketing department together by delivering support systems and planning to make sure that all functions within the department focus on reaching a desired goal.
Essentially, focus is placed on end-to-end marketing optimization and covers a variety of elements including implementation, measurement, planning and analysis. Marketing Operations places a strong focus on metrics, reporting and best practices, all of which build a strong foundation, and this is why it has become a highly sought after marketing tactic across industries.
Below, we take a look at the processes that make up Marketing Operations as well as the importance of Marketing Technology within Marketing Operations.
The Three Pillars of Marketing Operations
Marketing Operations is vast and is made up of a variety of tools and tactics that can be separated into three specific categories.
These are the pillars that make up Marketing Operations best practices:
- 1. Process Management
When marketing for potential clients, your marketing team needs to go through a variety of processes to ensure the best results.
These marketing processes include:
- Smart Budgeting: Ensure investments align with business goals and are well-managed.
- Content Creation: Marketing Operations need to track the creation of all marketing materials and manage this distribution seamlessly.
- Lead Generation and Lead Management: Using the right marketing technology to direct leads through the buyer’s cycle with personalized marketing tactics.
- Brand Compliance: Maintaining your organization’s brand identity and sticking to relevant industry regulations and standards.
2. Marketing Technology
Marketing Technology, also referred to as MarTech, is designed to help businesses market their products and services in a more advanced and personalized manner. These technologies are created to promote, manage and track content and leads across digital channels.
For example, a Customer Relationship Management system such as HubSpot, provides all the necessary tools to ensure streamlined marketing, from lead generation and content creation to lead management. A platform like HubSpot, offers a central place to conduct all of the Marketing Operations pillars to ensure the most effective marketing processes.
3. Data and Analytics
It goes without saying that in order to measure the success of your marketing, data and analytics are vital. With this in mind, your Marketing Operations team needs to conduct the following data and analytics management activities:
- Monitor campaign KPIs
- Monitor Campaign ROIs
- Develop a structure of reporting for leaders and staff
- Analyze campaign data in real time to ensure the best possible results
- Analyze lead data to understand the customer
- Track lead generation and conversions through lead scoring
Customer Relationship Management systems allow space for all of the above, ensuring your Marketing Operations run smoothly through a centralized location.
In Conclusion
Digital marketing and lead generation is consistently evolving, and your business needs to evolve right alongside it. Your marketing team needs to be agile in their decision making and quick to implement data-driven action - and this can only be done through Marketing Operations combined with Marketing Technology.
How we can help
Based in the UK, France, Dubai, Spain, and South Africa, DXG is a Group of four leading digital agencies and HubSpot experts with an unmatched global reach.
With our combined expertise, we have the skill and scale to solve any marketing and sales problem, for any organization, anywhere in the world. Our Mission is to enable organizations to harness the power of digital transformation.
Contact us today for all your digital transformation needs and grow your business - better.
Toni Becker - Website Content Writer at Digital Nexa
Toni is a writer with degrees in media, journalism and dramatic art. She began her career as an actress but soon realized that writing was her passion. She has worked in the marketing, social media and content writing space for over a decade and looks forward to expanding her knowledge and skill everyday. When Toni isn’t writing, she spends her time working as an activist in the mental health space.
