Within the ever-changing field of online B2B marketing, there’s a need for a new type of online marketeer. There’s an increasing need for marketing operations teams and the role of online marketeer is now deemed vital to a business’s success. The requirements for an online marketer vary however and suitable candidates are not easy to find. What does the job entail and why is it so essential?
The pressure is on
Technology continues to play a vital role in the world of business. Alongside this, the need for more transparency, efficiency and responsibility within marketing departments has risen.
Marketing operations has become an increasingly popular element of business and now feels an increasing amount of pressure from the sales team (to contributed to profit growth). This can, however, be managed effectively with support from an online marketer.
An effective marketing strategy
Revenue Creative believes that an online marketeer should be responsible for a repeatable, measurable and reliable marketing strategy. This should effectively contribute to making a profit, improving the correlation between the marketing and sales teams. Escaping the use of technology in this process is not possible, however.
Marketing operations is the marketing team’s technological radar. It binds various departments within an organisation together and ensures that all elements operate in the same direction, with clear responsibilities and achievable goals. An online marketeer needs to keep their eye on the target.
Four recommended phases
Marketing is not a clear field and needs to make effective use of available resources. An online marketing team should remain active within society and the organisation. Consider the size of your company and the stage of marketing it has reached. This alone has an impact on the work and happiness of its employees. Similarly to the traditional four phases of marketing (Marketing, Leads generation, Demand, and Revenue Marketing), the four phases of marketing operations (Efficiency, Effectiveness, Hub, and Strategic Marketing Operations) can be identified within the development of the team itself. A team of online
Similarly to the traditional four phases of marketing (Marketing, Leads generation, Demand, and Revenue Marketing), the four phases of marketing operations (Efficiency, Effectiveness, Hub, and Strategic Marketing Operations) can be identified within the development of the team itself. A team of online marketeers must take the below steps in order to evolve to the desired final phase.
Phase 1: Efficiency
An efficient approach for focusing on the use and integration of current marketing technology with data management should be established. Due to the technological knowledge gained, this form of marketing operations is also responsible for conducting campaigns. Because of this, the sales team can then collaborate with the marketing department, with joint responsibility for profit.
Phase 2: Effectiveness
In order to increase the effectiveness of a marketing strategy, an effective online marketeer should aim to produce their best efforts with regards to the team activities and processes. We recommend remaining focused on data, measurement, and reporting.
Phase 3: Hub
The binding factor of all necessary parties within an organisation – Marketing, Sales, Customer Service, IT and Finance, is known as the Hub. These departments are brought together by the online marketeer who ensures the team move in the same direction. Consequently, the results of the entire organisation are improved because the team provides insights and bridges between the different parts of the marketing department, and the organisation itself. Structure and automation are brought into play and responsibilities are clearly identified and distributed across the departments to ensure all team members are working towards a shared goal.
Phase 4: Marketing strategy
A strategic marketing operations department is comprised of a wide range of features. They fit seamlessly into the image of revenue marketing, generating demand and maintaining responsibility for making a profit. Not only are online marketeers responsible for improving marketing results, but also for reducing costs. In addition to meeting the previous three phases, a strategic marketing operations team is responsible for its actions, is able to report relevant data; enabling marketing activities to be reproduced, insightful, measurable, and transferable.
Do you have the right person for the role of online marketeer in-house?
Are you able to take the next step in developing marketing operations for your business? Do your employees meet the requirements for the role of a marketing technologist? Do you know where you can find these ‘heroes’ or are you in a position to recruit from within your current team?
Revenue Creative delivers business value by focusing on the entrepreneurial, sales, and marketing goal. We advise B2B customers about their (digital) sales and marketing strategy and the impact of this on their business. Our hybrid team provides support in implementing digital enhancements and achieving their marketing and sales goals. Find out more at Revenue Creative!