Any business that has a Marketing Operations role knows just how critical they are to the organization. Marketing Ops is the backbone of the marketing team making sure all marketing campaigns, processes, and other activities run smoothly. In order for an employee to be the most effective at a Marketing Ops role, they must master a few different processes as it relates to lead management, routing, enrichment, and deduplication.
Here are 3 Marketing Operations processes that any associate, manager or director will need to know to be most effective in their role.
Marketing Ops may not be completely responsible for lead generation, but they do play a significant role in managing the flow of a lead from webform to sales rep. They need to make sure that their web forms are short and simple, yet still capture enough information about the lead for the sales rep. Leads don’t want to be bombarded with 10 different fields to fill out on a form, so if ops can reduce your company’s web forms to only 4 or 5 fields, and help the lead fill in the information, they can significantly increase the likelihood that a lead submits a form. RingLead Intelligent Forms can help Marketing Ops reduce the number of fields on their webform to increase lead generation, without sacrificing quality, by helping to pre-populate fields, providing drop down menus with easy, clickable, options, and enriching the record with additional contact and firmographic information.
When hot new leads come in, Marketing Ops is responsible for making sure the right leads are routed to the right rep. Leads may be routed in a few different ways based on how a companies sales reps are divided (territory, industry, revenue, etc.). Lead routing can be tricky though if there isn’t enough information about the lead in order to properly segment — especially if you shorten your webform fields. But, if Marketing Ops can use tools, like RingLead DMS Enrichment, they can enrich the leads on the back-end, after it has been submitted through a web form. DMS Enrichment can append dozens of firmographic data points like location, employee count, revenue, and industry, so that ops can easily qualify the right leads faster, and send them to the correct rep in no time.
Once the leads come in and are routed to the right rep, it is important that they are also automatically added to the company’s CRM or Marketing Automation System, or both. But if Marketing Ops isn’t managing the inflow of data, the company runs the risk of duplicate leads, contacts and accounts, which decreases the the success of ABM campaigns, lowers conversion rates, and increases overall costs. Deduping a company’s Marketing Automation System is usually not a desired job, but, with RingLead DMS Cleanse, and DMS Cleanse for Marketo, users can clean out all duplicates within their CRM or Marketo database, using dozens of custom matching logic rules to match and merge duplicates automatically.
If Marketing Ops can become proficient in all of the above, your company will run smoother, faster, and better.
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