Marketing isn’t just about promotions, content, and creativity. There’s a whole lot of “getting things done” that needs to happen concealed from the public view for campaigns to roll out on time and performance to scale.
This is where marketing operations comes in — also called marketing ops or MOps, marketing and advertising operations is how a marketing and advertising team is run. It’s the processes, technologies, data, and people that power a online marketing strategy.
Of these key pillars of marketing operations, data seems like the most abstract one. Yet getting the data right within your marketing ops is crucial.
How can you do this? By cleaning, arranging, and enriching the data in each app as well as integrating data between your apps.
An increasingly important role for just about any team or Marketing Procedure Manager is maintaining data quality and connectedness. This particular not only includes marketing applications but also bridges to other sections in the organization.
Let’s get into how to make this occur so you can scale the impact of your marketing ops.
What are integrations?
An integration brings different pieces of software collectively and enables their data to interact.
When completed well, integrations enable your marketing team to:
- Create one of the most holistic marketing ops strategy across your software ecosystem.
- Allow data to seamlessly flow between key systems and enrich each one.
- Handle more tasks and free up time.
- Provide stronger client experiences with more accessible and insightful data.
- Remove data silos and other barriers in order to collaboration.
- Deliver accurate insights, reporting, and decision making.
As an example of a valuable integration, think of your CRM and email marketing app. A good email list is a marketer’s most treasured possession, but for your email marketing to reach your goals, you need accurate and in-depth insights into each contact’s interests, behavior, and communication preferences. You can solve this particular by integrating data from your CRM.
The integrations that will matter most to your marketing and advertising operations depend on your organization and industry.
That said, there are certain integration best practices that businesses with strong marketing operations adhere to. Let’s explore those.
1 ) Understand the ecosystem your advertising data lives in.
A strong marketing stack that your team loves using is a pivotal a part of your marketing operations administration.
This can include an all-in-one marketing platform or individual systems for:
- Content management
- Marketing automation
- Lead Generation
- Email marketing
- Analytics plus reporting
- Project management
Major steps to perfect your marketing and advertising ops is understanding the environment your marketing data lives in. Some valuable questions to ask are:
- What data are we collecting in each app?
- How should information interact with other apps?
- How do we sync apps to enrich the data in each one?
With answers to these questions in mind, you are able to decide how best to incorporate your apps and allow data to flow between them.
2 . Ensure clean, up-to-date information in every app.
To get the best results from integrations, you need top quality data in every app. Filthy data in one app can be bad, but the negative effect is multiplied for every brand new app it enters.
To prevent this, clean up the data in each and every app before adding new integrations. This includes:
- Duplicate contacts
- Inaccurate contact data
- Returned email addresses
With clean data in each and every app, you can seamlessly integrate your marketing platforms that the most streamlined and efficient marketing ops.
3. Make your CRM the heart of the marketing ops.
There’s a higher chance your sales team is using a CRM to store all of the key insights regarding your customers and their connections with your business. That’s due to the fact centralizing your data in your CUSTOMER RELATIONSHIP MANAGEMENT is one of the best things you can do designed for strong contact management.
One method to test the strength of your CRM is by checking if anyone in your business can answer questions about a contact plus their interactions with your business – whether in product sales, support, marketing, or invoicing – just by glancing in their contact record.
To make this happen, you can use integrations to bring data from other apps into your CRM. The inverse is also valuable: syncing your CRM data with your marketing and advertising apps to enrich the data in those places.
Alongside syncing names and emails, you can choose which other information is practical to have available in your various other marketing apps. This could consist of:
- Direct status/stage
- Customer Success Owner
- Business size
- Communication preferences
4. Use get in touch with segmentation.
Segmenting your contacts using lists, tags, and properties is a fantastic way to deliver the most personalized customer experience. But it’s also a key ingredient for effective integrations.
Having an iPaaS (Integration Platform as a Service) solution like PieSync, you can create customized workflows and sync data depending on specific conditions. That way, you maintain the segmentation of your data source across tools. These specific conditions could be configured based on If- this -then- that rules. For instance:
- IF a contact’s Lifecycle Stage is ‘Lead’
- THEN sync the get in touch with to your email marketing tool plus add to the list ‘List of leads’
If the contact stops being a customer, you can automatically reveal that in your email marketing application, remove the ‘Customer’ tag, and no longer send relevant communications.
To create powerful if- this -then- that guidelines, first segment data within individual apps, and then generate connections across your ecosystem.
5. Create strong position with Sales via integrations.
Your marketing operations strategy isn’t just regarding marketing . It’s essential to look at the other teams inside your organization and understand how to produce the strongest alignment.
The most important bridge for marketers to maintain is with sales. By operating collaboratively instead of in silos, marketers can deliver the right leads for sales and both teams can reveal what’s working as well as opportunities.
To optimize your bridge with sales, you can incorporate your marketing software along with sales apps such as:
- Sales CUSTOMER RELATIONSHIP MANAGEMENT
- Contact Management
- Live talk software
- Sales automation software program
- Integrations between your marketing applications and customer support software
With your advertising sales apps in synchronize, both teams are in the best position to exchange data, provide unified reporting, and do their best work both independently and together.
6. Integrate consumer data with your marketing apps.
Although marketing usually has the strongest alignment with sales, make sure not to forget about your service team.
If your information is siloed, you run the risk of the nightmare scenario of sending a promotion offer to a customer who subscribed a week ago at full price.
With incorporated apps and data, you are able to keep your customers in mind for each marketing campaign and create personalizations based on the products, services, and upgrades that are most relevant to them.
You can align your Marketing and Assistance team with either:
- All-in-one CRM with service and support functionality
A good starting point is to be sure that all customer interactions plus support requests are synced with your CRM. Marketers can then easily use this information to personalize campaigns and workflows.
Measure the Effectiveness of Your Integrations
You can measure the impact of integrations in your marketing procedures strategy by asking if:
- Your computer data is accurate, enriched, and reliable in every app.
- You have a centralized contact database that quickly gives you a 360-degree view of each contact.
- Your marketing team is aligned with sales and can quickly collaborate.
- You have removed most data silos.
- You can personalize marketing campaigns for customers or exclude them from certain messaging.
- You have clear marketing and advertising reporting that brings together data from all channels and apps and highlights important areas for optimization.
As you optimize your marketing operations, make sure to look at the holistic view of your marketing stack and the individual pieces of the puzzle. Simply by paying attention to the two in conjunction, you can understand where to link the dots for the best general outcomes in your marketing team and throughout your organization.
Editor’s note: This post was originally published in July 2020 and has been up-to-date for comprehensiveness.