All About Marketing Operations
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All About Marketing Operations
Current articles and posts about marketing operations, marketing technology and content strategy execution.
Curated by Mayer Becker
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Takeaways on Marketing Automation — Social Business Strategist

Takeaways on Marketing Automation — Social Business Strategist | All About Marketing Operations | Scoop.it
Last night I moderated a very interesting panel for the San Francisco American Marketing Association on marketing automation.
Mayer Becker's insight:

Summary of an AMA panel discussion about Marketing Automation. Easy read and lots of good information!

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Marketing Shared Services: How to Better Meet the Needs of Internal Customers

Marketing Shared Services: How to Better Meet the Needs of Internal Customers | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Coffee+Dunn share a view on their blog, and propose a role of Engagement Manager to help internal shared services teams better meet the needs of internal customers. Not sure whether Coffee or Dunn came up with this.

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Marie Newman's curator insight, May 7, 2013 3:01 PM

Great thoughts and blueprint here. Our clients are challenged with this frequently

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Why We Can't Just Be SEOs Anymore - Whiteboard Friday

Why We Can't Just Be SEOs Anymore - Whiteboard Friday | All About Marketing Operations | Scoop.it
There's a movement happening in our industry where many SEOs are changing their titles and practices to
Mayer Becker's insight:

This is a disussion about SEO...but listen closely, its about how marketing has to operate going forward (operating model). SEO is now influenced by factors beyond just links and web traffic; one has to look at marketing holistically to really drive an SEO strateg. #marketingoperations

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Growing Profits with Marketing Automation - Destination CRM

Growing Profits with Marketing Automation - Destination CRM | All About Marketing Operations | Scoop.it
Growing Profits with Marketing Automation
Destination CRM
Think marketing resource management tools like Aprimo, Infor [through Orbis], IBM Marketing Operations [formerly Unica Marketing Operations], and a host of others," Brosnan says.
Mayer Becker's insight:

Another convincing article about investing in marketing automation to drive profits. Most of the focus is on campaign management with an honorable mention for MRM solutions like #Unica #Aprimo #Orbis.

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How to be the master of all you survey | Kaboodle | Beautiful Marketing Software

How to be the master of all you survey | Kaboodle | Beautiful Marketing Software | All About Marketing Operations | Scoop.it
Being part of a marketing campaign can be enough to bring out the control freak in anyone.
Mayer Becker's insight:

Marketing collaboration application you may not know about...built in London by a global production agency with 20 yrs of experience. Part MRM, part DAM, with collaboration built in. #marketingoperations

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What is Agile Marketing and why is it a better way to plan and execute marketing programs?

What is Agile Marketing and why is it a better way to plan and execute marketing programs? | All About Marketing Operations | Scoop.it

6 Agile Marketing Values:

 

1. Responding to change over following a plan
2. Rapid iterations over Big-Bang campaigns
3. Testing and data over opinions and conventions
4. Numerous small experiments over a few large bets
5. Individuals and interactions over target markets
6. Collaboration over silos and hierarchy

 

Agile marketing principles:


1. Satisfy the customer through early and continuous delivery of marketing that solves problems and creates value.
2. Welcome and plan for change. Quickly responding to change is a source of competitive advantage.
3. Deliver marketing programs often, from every couple of weeks to every two months, with a preference to the shorter timescale.
4. Great marketing requires close alignment with the business, sales and development.
5. Motivated individuals build great marketing programs. Give them the environment and support what they need.
6. Learning, through the build-measure-learn feedback loop, is the primary measure of progress
7. Sustainable marketing requires you to keep a constant pace and pipeline.
8. Don’t be afraid to fail; just don’t fail the same way twice.
9. Continuous attention to marketing fundamentals and good design enhances agility.
10. Simplicity is essential.


Via Len Netti
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Marketo vs Eloqua vs Pardot: A Massive Review

Marketo vs Eloqua vs Pardot: A Massive Review | All About Marketing Operations | Scoop.it
If you're new here, you may want to subscribe to my RSS feed. Thanks for visiting! Marketing automation is blowing up, big time.
Mayer Becker's insight:

The "Big Three" of marketing automation compared, worth reading.

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New Marketing Plan Development Infographic

New Marketing Plan Development Infographic | All About Marketing Operations | Scoop.it
Having been asked many times how I help clients develop their marketing plans I decided to create the accompanying infographic to illustrate the process in seven steps. You can get additional details in my free e-book available at...

Via Jon Turino
Mayer Becker's insight:

Marketing operations is often charged with developing, tracking and maintaining the department's strategy.

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Jon Turino's curator insight, April 26, 2013 2:06 PM

Here's the 7-step marketing plan development process. You can get more detail in the free e-book at http://jonturino.com/presentation-document-links

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Marketing Operations Manager job in San Jose, CA - Cisco Systems

March 13, 2013. View the job posting for Marketing Operations Manager at Cisco Systems in San Jose, CA.
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Associate Marketing Operations Professional job - Aspen Technology - Burlington, MA

Associate Marketing Operations Professional job - Aspen Technology - Burlington, MA | All About Marketing Operations | Scoop.it
April 24, 2013 - Associate Marketing Operations Professional - The Associate Marketing Operations Professional will complete day-to-day br operational activities and short term projects focused on marketing (#boston Associate Marketing Operations ...
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Senior Marketing Operations Specialist job - Apigee - Palo Alto, CA

Senior Marketing Operations Specialist job - Apigee - Palo Alto, CA | All About Marketing Operations | Scoop.it
April 23, 2013 - Senior Marketing Operations Specialist - Apigee is looking for a marketing operations professional who will be responsible for Apigee’s extensive marketing automation and data integrity.
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Associate Manager, Marketing Operations Job - Berkeley - United States ...

Associate Manager, Marketing Operations Job - Berkeley - United States http://t.co/8COyq23oPQ
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Bellevue Sr. Business Analyst, Marketing Operations Job - WA, 98004

Bellevue Sr. Business Analyst, Marketing Operations Job - WA, 98004 | All About Marketing Operations | Scoop.it
Bellevue Sr. Business Analyst, Marketing Operations Job - WA, 98004 (Sr.
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Understanding Marketing & Technology Without Losing Your Mind

Understanding Marketing & Technology Without Losing Your Mind | All About Marketing Operations | Scoop.it
Understanding Marketing & Technology Without Losing Your Mind.
Mayer Becker's insight:

We may lose our minds anyway...but its good to know someone has written a book on the subject. Marketing Operations has to have the expertise at the intersection of process, data and technology (applications) to support the department.

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Agile Marketing: Adapting Software Development Methodologies to Marketing Management

Scott Brinker, CTO, Ion Interactive.
Mayer Becker's insight:

A 5-minute video discussion of Agile Marketing concepts, by Scott Brinker, who writes the ChiefMarTech blog. Absolutely worth the 5 minutes!

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10 Steps to Implement a Content Marketing Strategy : The Rainmaker Blog

10 Steps to Implement a Content Marketing Strategy : The Rainmaker Blog | All About Marketing Operations | Scoop.it
A definitive research study by Hubspot showed that companies with a robust inbound marketing program had a 61% lower cost per lead than companies that

Via Jeffrey Lapin
Mayer Becker's insight:

Hubspot is the authority on inbound marketing, and freely shares its findings and insights with the marketing community (well, if you provide your contact info). Marketing Ops is responsible for supporting the Content Strategy with technologies and processes to make it successful.

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Jeffrey Lapin's curator insight, April 30, 2013 5:58 PM

Good Infographic by Stephen Fairley via The Rainmaker Institute about the 10 steps to implementing a content marketing strategy.

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FREE Report from Accenture: CMO Insights

FREE Report from Accenture: CMO Insights | All About Marketing Operations | Scoop.it

Based on the 2012 Accenture Interactive CMO Insights survey of more than 400 senior marketers from 10 countries, CMOs need to:

Fundmentally change the marketing operating model.Build new skills internally.Get the right set of partners.Drive digital orientation throughout the enterprise.

 


Via marketingIO
Mayer Becker's insight:

@Accenture confirms marketing is inefficient and not ready to meet objectives. Improved processes, more funding. #marketingoperations

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marketingIO's curator insight, May 1, 2013 1:09 PM

You want to either "Continue the Journey" which is a graphical presentation of the data in multi-page infographic form, or download the report. Either way, CMOs need to get with the program.


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What 80% of CEOs should know about marketing automation - McRae and Company

What 80% of CEOs should know about marketing automation - McRae and Company | All About Marketing Operations | Scoop.it
Marketing automation is needed to restore marketing's credibility in the eyes of CEOs - here's why. (80% of CEOs “mistrust” marketing’s work, why?
Mayer Becker's insight:

Yes, you need to educate the CEO about marketing technologies, and how they benefit the company. Its not about the data structure, its about value, and whether the marketing technologies give competitive advantage, like faster to market. And while you're talking with the CEO, have the CFO sit in. Good write up.

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Adopting Marketing Automation Step by Step - Business 2 Community

Adopting Marketing Automation Step by Step - Business 2 Community | All About Marketing Operations | Scoop.it
Adopting Marketing Automation Step by Step
Business 2 Community
Eventually this list should be integrated with your regular marketing planning process. Remember that marketing automation is a tool to do better marketing, not an end in itself.
Mayer Becker's insight:

Good advice - start small when implementing marketing automation, building a foundation and build on it. The big bang theory is a risky approach.

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The Secret to Justifying Marketing Automation to C-Suite Executives ...

The Secret to Justifying Marketing Automation to C-Suite Executives ... | All About Marketing Operations | Scoop.it
Cost savings: Document the cost of current day-to-day marketing execution. This could be in the form of employee salaries relative to common marketing activities, time spent configuring multiple systems, the cost of multiple ...
Mayer Becker's insight:

It depends which type of marketing automation...there are so many. Of late, the term marketing automation has come to mean tools that support the demand generation effort, like #Eloqua or #Marketo. If that's the case, justification should be straightforward based on ability to generate more qualified leads, and sales.

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Dunn Right Blog | Coffee + Dunn - Marketing Organization and Technology Consultants

Dunn Right Blog | Coffee + Dunn - Marketing Organization and Technology Consultants | All About Marketing Operations | Scoop.it
Improving the way marketing gets done demands new ideas from practitioners, forward thinking executive leadership, operational thought leadership, and progressive academics.
Mayer Becker's insight:

Thoughts on marketing operations from those who really know!

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4 steps to selling your boss on a Marketing Operations initiative

4 steps to selling your boss on a Marketing Operations initiative | All About Marketing Operations | Scoop.it
Trying to sell your company on a Marketing Operations initiative? Follow these four simple tips.
Mayer Becker's insight:

Its easy, do it, and ask forgiveness later.

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Sr. Database Marketing Analyst: Sales and Marketing Operations // Orlando Internships

Envision your career with one of the world's largest hospitality companies. With over 7,000 hotels, 145 Vacation Ownership Resorts, 200,000 rental units... (Sr.
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Successful Marketing Operations: Is it just a cruel joke?

Successful Marketing Operations: Is it just a cruel joke? | All About Marketing Operations | Scoop.it
If creating a successful Marketing Operations initiative sounds like a cruel joke to you, it's time to get serious about where you're falling short. (Is successful #MarketingOperations just a cruel joke or required reality?
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ExactTarget - VP, Global Marketing Operations

ExactTarget - VP, Global Marketing Operations | All About Marketing Operations | Scoop.it
VP, Global Marketing Operations - The Vice President, Global Marketing Operations is responsible for ensuring the operational efficiency and scalability of ExactTarget's fast-paced global marketing organization.
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