1、THE DEFINITIVE GUIDE TOB2B Marketing OperationsThe advances in marketing technology are happening so frantically,many would say its headache-inducing.For many B2B companies,however,its been a huge boon,and the rise of marketing operations is to thank for that.In essence,the marketing operations func
2、tion is about maximizing all of the various technology and data capabilities to more efficiently and more effectively drive greater customer growth,and ultimately,revenue.To do so,marketing operations professionals must be able to skillfully navigate the increasingly complex MarTech landscape.The De
3、finitive Guide ToB2B Marketing OperationsINTRODUCTION:WHY AND HOW B2B MARKETING OPERATIONS GREW IN INFLUENCETaking a step back,five to ten years ago,if there was a marketing operations role in a B2B organization,it was seen as an“island of lost projects,”as Sirius Decisions refers to it.It was where
4、 the geeks searched out and experimented with their tech toys and tried to make them fit into the organization,even if it was often a square peg in a round hole.The next phase of marketing ops was to be the marketing problem solver a“weve got a gap,go find the best solution”kind of role.As far as wh
5、at marketing ops does today,those functions were previously(and still today in smaller or less mature organizations)handled by several different roles,often across marketing groups demand gen,marketing analysts,strategists,and sometimes even the CMO.It was messy and disorganized.But at the same time
6、,the needs of the role were increasing.There was more and more marketing data that needed to be put to use,and doing that effectively required specialized talent and resources.And so today,its grown to be a separate role in itself one that is more proactive and strategic.As technology and data incre
7、asingly dominate the B2B marketing sphere,the effectiveness of this role is increasingly becoming a key differentiator between successful companies and unsuccessful companies.Companies that can track and collect meaningful data,and integrate their resources(both tech and human)towards the same goal
8、are more likely to succeed.Their product is better,their marketing is better,and their sales process is better.This guide will examine eight areas of marketing technology and discuss the path forward for the marketing operations role in each.They are:1.Tag Management2.Marketing Attribution3.Account-
9、Based Marketing4.Market Intelligence5.Call Intelligence6.Experience Optimization7.Lead Routing And Scoring8.Data QualityStage 1Stage 2Stage 3“Island of Lost Projects”Solving ProblemsProactive and StrategicThe Definitive Guide to B2B Marketing OperationsTag management systems(TMS)allow B2B organizati
10、ons to manage their digital marketing technology solutions in a proactive manner.While sometimes confused with blog tags,tag clouds or search engine meta tags,TMS solutions are more about data than tags.Tags are a means to collect and shuttle data between a web site or mobile experience,and the vend
11、or.Enterprise tag management solutions,like Tealium iQ,help organizations establish a vendor-neutral data layer across digital customer touchpoints,such as websites and mobile experiences.Once this data layer is in place,marketers can not only implement solutions in a fraction of the time but they c
12、an also ensure vendors speak the same language to create a unified customer experience.1TAG MANAGEMENTWritten by:Tealium powers the new era of real-time customer engagement and marketing,enabling global businesses to unlock their customer data and create more meaningful,relevant customer experiences
13、.The companys industry-leading tag management and customer data platform eliminates data silos to create a vendor-neutral data foundation that spans web,mobile,offline and IoT.Tag management helps organizations think about their digital properties as being made up of three separate layers:1.The expe
14、rience layer is the most visible.It is where the user interacts and engages with the web site or mobile app.2.The data layer,which sits in the middle,transfers visitor interaction data occurring at the experience layer to vendors at the application layer.3.The application layer is comprised of any n
15、umber of digital vendors that support the functionality of your site,such as live chat,analytics,personalization,display advertising and more.One of the main functions of tag management is to easily map the data collected during the interactions on your digital channels to vendors who need this data
16、 to provide deeper insight into customer behavior.When a data layer is properly defined,tag management systems can easily ensure that a page name,product attribute or marketing campaign attribute is conveyed to your marketing operations platform in the same way to every other vendor in your stack.BE
17、TTER DATA QUALITY,BETTER ROIThis data layer not only unlocks important data points and makes them available to every application in the organizations vendor mix,but also ensures a standard of data quality.All vendors and applications implemented via tag management use the same data definitions to en
18、sure consistent,accurate sharing across vendors.Since marketers can visually understand how data is handled,they can identify and correct issues without relying on developers.For example,using auditing capabilities provided by tag management solutions marketers can be alerted to pages that lack prop
19、er tracking implementations.Once high quality data quality is ensured with tag management,the benefits extend far beyond improving time-to-market.BUILDING AN ORGANIZATION-WIDE DATA SUPPLY CHAINBecause of its strategic position in the flow of data,tag management systems have rapidly evolved to become
20、 a key foundation for data management and enrichment.Marketers can use this platform as a single source for creating universal customer profiles,which can be used to drive more timely and relevant omnichannel experiences.This robust first-party data defined in the data layer can also be used to fuel
21、 business intelligence initiatives and streamline enterprise data warehouse projects since multiple departments within the organization can play a role in data handling and insight.WHY CALL INTELLIGENCE IS CRITICAL TO OMNICHANNEL MARKETING Theres no doubt that todays path to purchase is complex.In f
22、act,according to Google,90%of consumers move between multiple channels to accomplish their goals.B2B buyers engage across channels and devices,and call intelligence provides the visibility to connect the dots when customers move offline to make a call.Without call intelligence,marketers dont have a
23、full picture of marketing ROI and are missing an opportunity to optimize their campaigns to drive even more revenue from calls.This lack of visibility makes it impossible to be truly omnichannel,but with call intelligence,marketers can finally track and optimize the entire customer journey.CALL INTE
24、LLIGENCE:3 BENEFITS FOR EVERY MARKETING TEAM 1.Improved Marketing Transparency and AttributionCall intelligence is key to marketing transparency and attribution because it empowers marketers to see how their efforts influence offline conversations.With complete call attribution,marketers can see eve
25、ry touchpoint,over a period of days or weeks,that led to a call.With this level of attribution,marketers can accurately measure the complete ROI of their campaigns.Call intelligence also integrates with CRM solutions and other technologies in the B2B marketing technology stack so revenue and pipelin
26、e can be accurately tied back to phone calls and online interactions.2.Better Phone ConversationsB2B marketers know that by the time a prospect picks up the phone,they are already more than halfway through their journey,according to research from CEBs Marketing Leadership Council1.These offline conv
27、ersations are one of the most important and valuable interactions a prospect can have with a company.In fact,Invoca reports that phone calls have average conversion rates of 30-50%2.With so much on the line,it is critical your sales reps make the most of each and every phone call.With call intellige
28、nce,sales reps have the information they need to have extremely effective and personalized phone conversations.They can access real-time caller profiles,which include demographic information and marketing engagement history,to gain clues into how far the prospect is in their journey,what products th
29、ey are interested in,what company they belong to,and more.Instead of starting the conversation from scratch,call intelligence helps marketing and sales teams create an integrated and consistent customer experience.The lead hand-off from marketing to sales is seamless.At its core,call intelligence sh
30、eds light on how phone calls fit into the omnichannel customer journey.It provides complete call attribution and analytics so marketers know what campaigns are driving valuable phone conversations and what happens during those conversations.With call intelligence,marketers and their sales teams bene
31、fit from:-Improved marketing transparency and attribution-Personalized and more informed phone conversations-A seamless and consistent customer experience 3.Enhance the Entire Customer JourneyPhone calls are an incredible source of customer insights that can be used to optimize marketers efforts and
32、 create a better overall customer experience.For example,if you know a certain email campaign,content asset,or paid search keyword is leading to phone calls,you can increase your spend in those areas to drive even more calls.Likewise,if you find these efforts dont result in any phone calls,or are dr
33、iving low quality calls,you may need to tweak your messaging,targeting,or overall strategy.Call intelligence also helps marketers personalize the customer journey after the phone call.Marketers can drop prospects into nurturing programs or retargeting campaigns based on their call activity and even
34、what was said during the conversation.With visibility into the entire online and offline journey,marketers ensure they send the right message at the right time.The Definitive Guide to B2B Marketing OperationsFigure 1:Time to implement vendor with and without tag management11 eConsultancy,ROI of Tag
35、Management,http:/bit.ly/tmsroiTag management systems(TMS)allow B2B organizations to manage their digital marketing technology solutions in a proactive manner.While sometimes confused with blog tags,tag clouds or search engine meta tags,TMS solutions are more about data than tags.Tags are a means to
36、collect and shuttle data between a web site or mobile experience,and the vendor.Enterprise tag management solutions,like Tealium iQ,help organizations establish a vendor-neutral data layer across digital customer touchpoints,such as websites and mobile experiences.Once this data layer is in place,ma
37、rketers can not only implement solutions in a fraction of the time but they can also ensure vendors speak the same language to create a unified customer experience.Tag management helps organizations think about their digital properties as being made up of three separate layers:1.The experience layer
38、 is the most visible.It is where the user interacts and engages with the web site or mobile app.2.The data layer,which sits in the middle,transfers visitor interaction data occurring at the experience layer to vendors at the application layer.3.The application layer is comprised of any number of dig
39、ital vendors that support the functionality of your site,such as live chat,analytics,personalization,display advertising and more.One of the main functions of tag management is to easily map the data collected during the interactions on your digital channels to vendors who need this data to provide
40、deeper insight into customer behavior.When a data layer is properly defined,tag management systems can easily ensure that a page name,product attribute or marketing campaign attribute is conveyed to your marketing operations platform in the same way to every other vendor in your stack.BETTER DATA QU
41、ALITY,BETTER ROIThis data layer not only unlocks important data points and makes them available to every application in the organizations vendor mix,but also ensures a standard of data quality.All vendors and applications implemented via tag management use the same data definitions to ensure consist
42、ent,accurate sharing across vendors.Since marketers can visually understand how data is handled,they can identify and correct issues without relying on developers.For example,using auditing capabilities provided by tag management solutions marketers can be alerted to pages that lack proper tracking
43、implementations.Once high quality data quality is ensured with tag management,the benefits extend far beyond improving time-to-market.BUILDING AN ORGANIZATION-WIDE DATA SUPPLY CHAINBecause of its strategic position in the flow of data,tag management systems have rapidly evolved to become a key found
44、ation for data management and enrichment.Marketers can use this platform as a single source for creating universal customer profiles,which can be used to drive more timely and relevant omnichannel experiences.This robust first-party data defined in the data layer can also be used to fuel business in
45、telligence initiatives and streamline enterprise data warehouse projects since multiple departments within the organization can play a role in data handling and insight.WHY CALL INTELLIGENCE IS CRITICAL TO OMNICHANNEL MARKETING Theres no doubt that todays path to purchase is complex.In fact,accordin
46、g to Google,90%of consumers move between multiple channels to accomplish their goals.B2B buyers engage across channels and devices,and call intelligence provides the visibility to connect the dots when customers move offline to make a call.Without call intelligence,marketers dont have a full picture
47、 of marketing ROI and are missing an opportunity to optimize their campaigns to drive even more revenue from calls.This lack of visibility makes it impossible to be truly omnichannel,but with call intelligence,marketers can finally track and optimize the entire customer journey.CALL INTELLIGENCE:3 B
48、ENEFITS FOR EVERY MARKETING TEAM 1.Improved Marketing Transparency and AttributionCall intelligence is key to marketing transparency and attribution because it empowers marketers to see how their efforts influence offline conversations.With complete call attribution,marketers can see every touchpoin
49、t,over a period of days or weeks,that led to a call.With this level of attribution,marketers can accurately measure the complete ROI of their campaigns.Call intelligence also integrates with CRM solutions and other technologies in the B2B marketing technology stack so revenue and pipeline can be acc
50、urately tied back to phone calls and online interactions.2.Better Phone ConversationsB2B marketers know that by the time a prospect picks up the phone,they are already more than halfway through their journey,according to research from CEBs Marketing Leadership Council1.These offline conversations ar
