What makes a B2B marketing campaign great?
Is it a creative theme that catches your attention? Is it the insightful expertise featured within? Is it the number of leads it produced?
Answer: it’s all of those things and more. Great B2B marketing campaigns have great ideas and great execution.
But great execution is hard to achieve. It demands excellent resourcing, swift approvals, streamlined processes, and more. And as you may have noticed, these aren’t marketing functions. They’re operational functions.
For your B2B marketing campaigns to truly be successful, you need someone leading the operational side of things. You need marketing operations.
What Is Marketing Operations?
According to MarketingProfs, marketing operations is “an emerging discipline that increases efficiency and drives consistent results in marketing-focused organizations. It builds a foundation for excellence by reinforcing marketing strategy with metrics, infrastructure, business processes, best practices, budgeting and reporting.”
Our translation? Marketing operations is the act of creating and enforcing processes, regularly assessing scope, allocating team resources, and introducing new martech tools to increase team efficiency and campaign results. It is the umbrella under which B2B marketing campaigns become more efficient and effective.
Why Do You Need Marketing Operations?
Marketing Operations Increases Efficiency
From martech tools to processes to best practices, there are a handful of ways B2B marketing teams can improve efficiency. However, the owner of those responsibilities is often unclear. Instead, teams tend to divide and conquer. One person is responsible for campaign best practices, another owns martech, and a third might own business processes. Or worse, no owner has been set. As you may have guessed, this is an inefficient way to battle inefficiencies.
An efficient way to correct course is to set ownership of those responsibilities to a marketing operations role or department. This is a more focused approach that makes accountability clear. Plus, with increasing efficiency as a primary responsibility of marketing operations, instead of a secondary one, you can be certain that efficiency is a priority, not a nice-to-have.
Want to make your marketing more productive? Check out these marketing productivity tips.
Marketing Operations Improves Clarity
There’s a process for everything. For communicating internally or externally. For creating a social image. For drafting a blog post. How many of your processes are documented? How many of them are followed step by step? With so many processes to juggle in B2B marketing, it’s understandable that not every process is going to have 100% adoption.
That changes with marketing operations woven into your organization.
As a function that is dedicated to making sure processes are defined, documented, followed, and iterated on, marketing teams have increased clarity into what needs to happen, when it needs to happen, and who is responsible. This enables your team to move at faster speeds with confidence that the best, most optimized process is being followed.
Marketing Operations Enables Scalability
Take a look across your past marketing campaigns. Are they consistently executed upon? Or does each campaign have slight deviations from the norm? Save that mental picture. Now, imagine what happens to your consistency when you topple on another 10 to 20 campaigns or projects. It could get chaotic.
But if you can do it once, you can do it a thousand times.
Marketing operations allows your organization to quickly scale across campaigns and projects. With proven, documented approaches to each project and campaign type, your team can quickly kick off and launch their campaigns. Marketing operations does this by consistently assessing campaign scope, performance, and lift and using those findings to create the optimal campaign or project.
“Marketing operations allows your organization to quickly scale across campaigns and projects. With proven, documented approaches to each project and campaign type, your team can quickly kick off and launch their campaigns.” @annieleuman Click To Tweet
Marketing Operations Optimizes Campaigns
Optimization is nothing new to a marketer.
From on page content and SEO to social images and digital advertising campaigns, there’s always something to optimize in the realm of marketing. But what about the campaigns themselves? Are you optimizing your workflows? And what about your scopes?
Part of the marketing operations role is to track and analyze marketing campaign budgets, burn rate, workflows, and results to find opportunities for optimization. Powered with this information, they can then optimize campaign structure, resources, and scope for maximum impact in minimal time. The end result is a campaign or project that drives great results, reduces costs, and increases profits. Talk about a big benefit.
For actionable tips on how to optimize your B2B campaigns, read this guide on how to maximize your B2B content marketing campaign investments.
Execute. Execute. Execute.
B2B marketing greatness requires both creative ideas and efficient execution. Do your B2B marketing campaigns have both?
Marketing operations leads to better campaigns, better workflows, and, ultimately, better results. If you’re lacking great execution that is timely, transparent, and repeatable, you need to make marketing operations a priority within your organization. Ensure there is someone at the helm of process management, martech tools, and resourcing, and your marketing machine will run better than ever.
For more operational tips for B2B marketers, check out our project management tips for B2B marketers.
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