Marketing Operations has changed.
Customer-Led Marketing Ops
Marketing Operations that drives customers, not MQLs
Marketing Operations is no longer a technical discipline, existing to plug in platforms. It is a revenue function and marketing function, designed around deep customer insights.
Customers and revenue are the starting and end points. Not tools and tech.
Introducing Customer-Led Marketing Operations.
Customer-Led Marketing Operations
For too long Marketing Operations has focused on servicing the marketing department only through execution. B2B SaaS has moved on from bland emails and landing pages. To drive qualified customers and revenue, we don’t need widgets – we need winning strategies.
Customer-Led Marketing Operations tailors your strategy to your customer segments for the most effective go-to-market approach. It uncovers what is working, and what can work harder. Each customer segment is optimized to better acquire, sell, and retain.
Customer-Led Marketing Operations is your new superpower for scalability.
"Customer-Led Marketing Operations begins with the customer in mind rather than merely attracting leads. With clearly identified target accounts every MQL should become an SQL!"
Marketing Operations, Directive
Principles Of Customer-Led Marketing Operations
Analytics Drive Budget Decisions
Knowing the value of marketing activity is key to making informed decisions. The goal is to answer the perennial question: should this campaign investment be reduced or doubled? This requires comprehensive analytics and insights.
Campaigns Convert SQLs, Not MQLs
Campaign design and execution is where the strategy meets practical application. Segmented audiences with targeted messaging helps maximize the conversion of each asset to generate SQLs.
Manage Data Like The Asset It Is
A robust database should be safeguarded like the valuable asset that it represents. Managing data quality, enrichment, and proper segmentation establishes a foundation for customized content that speaks to target personas.
SQLs Should Never Fade Away Quietly
It takes great effort to bring in SQLs, so they should be carefully monitored and placed into the hands of the best people. Lead routing and SQL management must work together with nurture programs to ensure no opportunity goes cold from inaction.
Technology Serves Strategy
Platform proliferation has inundated the marketing team with tools and gizmos that do not drive ROI. Before signing up for another platform, we ensure that each investment is driving toward strategic goals.