The Newest Addition to Your Marketing Ops

Marketing is not just about campaigns, content and creativity. A lot of “getting things done” has to happen behind the scenes so that campaigns can be carried out on time and in a scalable manner.

That’s where Marketing operations come inside. Also called marketing operations or MOps. Marketing operations are the way a marketing team is run. It is that Processes, technology, data and people that’s what makes a marketing strategy.

From these important pillars of marketing operations, data sounds like the most abstract. However, it is crucial that the data in your marketing operations is correct.

How you do that? By cleaning, organizing and enriching the data in every app as well Integrate data between your apps.

Maintaining data quality and connectivity is an increasingly important role for any team or marketing operation manager. This includes not only marketing apps, but also bridges to other departments in the organization.

Let’s examine how this is possible so that you can scale the impact of your marketing operations.

What are integrations?

integration brings together different software parts and enables the interaction of your data.

If everything is done well, your integrations can help your marketing team:

• Create the most holistic marketing strategy for your software ecosystem.
• Enable seamless data flow between important platforms and enrich each one.
• Automate more tasks and save time.
• Provide a better customer experience with more accessible and insightful data.
• Remove Data silos and other obstacles to cooperation.
• Deliver accurate insights, reports, and decisions.

Think of an example of valuable integration Your CRM and email marketing app. A good email list is a marketer’s most valuable possession. However, for your email marketing to be successful, you need accurate and thorough insight into the interests, behavior and communication preferences of each contact. You can solve this by integrating data from your CRM.

The integrations that are most important to your marketing activities depend on your organization and industry.

However, there are certain integration best practices that companies with strong marketing activities follow. Let’s examine this.

1. Understand the ecosystem your marketing data lives in

A strong marketing stack that your team likes to use is a central part of your marketing operations management.

This can include an all-in-one marketing platform or individual systems for:

• Content management
• Marketing automation
• Lead generation
• Email marketing
• Analysis and reporting
• Project management
• communication

One of the first steps to perfect your marketing operations is to understand the ecosystem where your marketing data lives. Some valuable questions are:

• What data do we collect in each app?
• How should data interact with other apps?
• How can we synchronize apps to enrich the data in each one?

Looking at the answers to these questions, you can decide how best to integrate your apps and enable the flow of data between them.

2. Make sure that the data in each app is clean and up to date

To get the best results from integrations, you need high-quality data in every app. Dirty data in an app is bad, but the negative effects are multiplied for every new app that it enters.

To prevent this, Clean up the data in every app before adding new integrations. This contains:

• Duplicate contacts
• Inaccurate contact information
• to unsubscribe
• Returned email addresses

With clean data in every app, you can seamlessly integrate your marketing platforms and create the most optimized and effective marketing operations.

3. Make your CRM the heart of your marketing operations

There is a high likelihood that your sales team is already using a CRM to store all important insights about your customers and their interactions with your company. This is because centralizing your data in your CRM is one of the best things you can do for strong contact management.

One way to test the strength of your CRM is to check whether someone in your company can answer questions about contact and their interactions with your company – whether in sales, support, marketing, or billing – by going just take a look at the contact details.

To achieve this, you can use the integration to bring data from other apps into your CRM. The reverse is also valuable: synchronize your CRM data with your marketing apps to enrich the data in these places.

In addition to syncing names and emails, you can choose what other information should be available in your other marketing apps. This could include:

• Lead status / phase
• place
• Industry
• Customer success owner
• Company size
• Communication settings

4. Use contact segmentation

Segment your contacts Using lists, tags and properties is a fantastic way to get the most personal customer experience possible. But it is also a key ingredient for effective integrations.

With an iPaaS solution (Integration Platform as a Service) like PieSyncyou can create customized workflows and synchronizing data based on certain conditions. This way, you keep segmenting your database across tools. These specific conditions could be configured according to If-.This-then-The Regulate. For example:

• IF the life cycle phase of a contact is “lead”
• THEN sync the contact with your email marketing tool and add it to the “List of Leads” list.

If the contact is no longer a customer, you can automatically reflect this in your email marketing app, remove the “Customer” tag and stop sending relevant messages.

To create powerful if-This-then-The Rules, segment data into individual apps first, and then connect to your ecosystem.

5. Create a strong alignment with sales through integrations

Your marketing strategy it’s not just about marketing. It is important that you look at the other teams in your organization and understand how to achieve the strongest targeting.

The most important bridge for marketers is sales. By working together instead of silos, marketers can deliver the perfect leads for sales, and both teams can share both how it works and the opportunities.

To Optimize your bridge with salesyou can integrate your marketing software into sales apps, e.g.

• Sales CRM
• Contact management
• Live chat software
• Sales automation software
• Integrations between your marketing apps and customer support software

With their synchronized marketing and sales apps, both teams are in the best position to share data, deliver consistent reports and do their best work both independently and together.

6. Integrate customer data into your marketing apps

Although marketing is usually the most sales-focused, don’t forget your service team.

If your data is isolated, there is a risk of the nightmare of sending a promotional offer to a customer who subscribed to the full price a week ago.

With integrated apps and data, you can keep an eye on your customers in every marketing campaign and create personalizations based on the most relevant products, services and upgrades.

You can target your marketing and service team to:

A good place to start is to ensure that all customer interactions and support requests are synchronized with your CRM. Marketers can then easily use this information to personalize campaigns and workflows.

How to measure the effectiveness of your integrations

You can measure the impact of integrations in your marketing strategy by asking if:

• Your data is accurate, enriched and reliable in every app.
• They have a centralized contact database that gives you a 360-degree view of each contact quickly.
• Your marketing team is focused on sales and can work together quickly.
• You have removed all data silos.
• You can personalize marketing campaigns for customers or exclude them from certain messages.
• They have clear marketing reporting that merges data from all channels and apps and highlights important areas for optimization.

When optimizing your marketing processes, remember to look at the holistic view of your marketing stack and the individual pieces of the puzzle. If you keep the two in mind at the same time, you can understand where to connect the dots to get the best overall results across your marketing team and across your organization.