All the behind the scenes work that goes into great marketing

Improving marketing, what marketing ops leaders are doing in a tough economy, and how marketing ops pros learn

In this edition:

1. All the Behind-the-Scenes Work That Makes Marketing Effective 

2. What Marketing Ops Leaders are Doing in a Tough Economy 

3. How Marketing Ops Pros Learn Their Skills

4. For Paid Subscribers: How to Write a Non-Fiction Book 

Thao Ngo and I are hosting another Marketing Ops Breakout Event! This one is about how marketing ops leaders in tech are succeeding despite less resources and less budget. Join us here.

I’m speaking at Mopsapalooza again! The best marketing ops conference in the world. Hope to see you there?

Get your questions answered by the Marketing Ops Leader! Ask your questions about career, technology, or anything else you need help with via this form.

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All the Behind-the-Scenes Work That Makes Marketing Effective 

The nuances of marketing are definitely under-appreciated.

They say, “The best marketing doesn’t feel like marketing.”

Regardless of what it feels or seems like, great marketing takes a ton of work.

Here are some questions to help you improve:

Strategy and Planning

• Can you ladder up your marketing programs and campaigns to top business objectives?

• What marketing options are you forgoing because of your current programs? How often should we reevaluate those decisions?

Reporting

• Do your reports quickly tell you if you are on or off track?

• How often are you making meaningful adjustments based on performance data?

Technology

• Is our current tech stack meeting our needs when it comes to customer engagement, automation, and analytics?

• Is our data flowing seamlessly between the various platforms in our tech stack?

Data Management

• Perform a random audit - take a sample of customer records from multiple systems and review them for completeness and accuracy. What was the result?

• What automated data enrichment and data normalization programs do you have in place? Remember, if data isn’t continually improving, it is continually getting worse.

Segmentation

• Have you clearly identified the highest-value customer and prospect segments by industry, company size, role, etc.?

• What programs are you running to optimize personalization and relevance in those segments?

Creative

• Are we gathering feedback from our audience and stakeholders on our creative content?

• How can we adapt our creative strategies to stay relevant in a rapidly changing market?

Process

• Ask your key stakeholders - which parts of our process take the most time? Which are hard to understand?

• Identify the bottlenecks in your marketing processes, address them and/or optimize around them.

Customer Research

• What types of voice of the customer initiatives do you run? How often?

• Do we have a list of our target audiences’ key pain points and problems? How are we addressing these pain points in our marketing?

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What Marketing Ops Leaders are Doing in a Tough Economy 

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How do marketing ops professionals learn their skills?