Marketing Operations: The Guide
For years now, I’ve been seeing Marketing Operations (the people who run Marketing Technology) as an up-and-coming vocation. When I say vocation, I mean the step further than “profession” and two steps further than “role.” A vocation, to me, connotes a job that has a skill set that takes years to develop, with a specialized…
“My MOPs team is gone; what do I prioritize?” We asked AI.
For some context here, I’ve (Edward Unthank) been playing around with AI writing assistant tools for a few months, especially to fulfill our potential woe that all teams have: our SMEs don’t have the time to write good, valuable, substantive posts. The question addressed in this example: “Help! My MOPs team is all gone; what…
How the Marketo to Salesforce Sync Works
You’ve just loaded a list from an event where you have multiple hot leads into your Marketo program and are anxious awaiting the sales team picking them up. And yet…a day later, or even longer, the leads still haven’t synced to Salesforce OR only some of the data has been picked up by your CRM….
How to Achieve Heroic Conversions with a Math Approach to Marketing
Most marketers know not to chase shiny objects. But if prospects are attracted to them, aren’t they worth investigating? Once upon a time, digital ads were so new and sparkly that companies felt silly using them. See below, the first-ever digital ad, by AT&T. Email marketing was also once a shiny object, roundly criticized as…
How to Build a High-Powered Marketing Operations Team
Edward Unthank offers a template for building a sustainable, high-performing marketing operations team (MOPs) and his philosophy based on six years in this industry.
Defining “Marketing Operations” as Marketing Technology Evolves
The Marketing industry (especially B2B) is experiencing a massive surge in Marketing Technology (MarTech). Everywhere you look, there are new tools popping up. The speed of growth is creating an environment of inflated prices and abundant choices. One topic discussed less frequently, is the growing vocation of Marketers who operate this tech day-to-day: Marketing Operations….
Scaling Your Marketing Efforts with a Centralized Submission Process
To scale marketing efforts, both in the amount of marketing communications that you’re putting out and the database size that you’re addressing, you need to expand your marketing organization to incorporate new functions: specialized marketing operations. In our last blog post, we discussed scaling your team for operational success. However, expanding your marketing organization from…
Scaling Your Marketing Team for Operational Success
Consider the following scenario: A Marketing Automation Architect is perusing the marketing calendar and looking at emails scheduled to go out for the day. She spots an email marked as “operational,” meaning it will send to unsubscribed leads and will not include an unsubscribe footer. Upon further inspection, it seems this email should definitely not…
How to Use Lifecycle Processing to Guide and Structure Your Marketing
The backbone of a marketing automation platform is a prospect’s progression from original visitation and creation into a system all the way through becoming an active customer—driving that flow is how a prospect is treated within the system both operationally (behind-the-scenes data cleanliness) and effectively (choosing nurture communications, targeting tracks, and sales tasks). Lifecycle Processing…
Robust and Scalable: How to Build Your Ideal Marketing Technology Framework
Today, digital marketers should always be looking for ways to continually improve their efforts. The goal is to provide ways to give readers the most engaging and relevant content possible. Unsurprisingly, the quest for dynamic content has grown quite popular. This is because improved content will lead to enhanced engagement from subscribers and provide a…
