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MARKETING OPERATIONS NEWS
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Welcome to the latest edition of the Marketing Operation newsletter
which includes the latest on best practices, knowledge sharing and
system/process updates for our global and regional sales and marketing colleagues.
If you have a learning or success to
share with the community connect with us. Be the first to
share and let others know what is working!
Previous editions of the newsletter can be
found here on the Marketing
Operations Toolbox.
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Marketing Operations Open Office Hours – Attend Next Session
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Join
us for our next Open Office Hours session where we will be presenting Updated
Email and Landing page templates. Join your fellow marketers on Wednesday
April 5th as we cover the following:
·
Best Practice: Updated Email and Landing page
templates
·
Ask a question - Pre-submit your questions here or ask during the
call
·
Discuss how to best leverage our
systems/process for effective marketing
Plan
to attend the next Open Office Hours on April 5th @ 9am EST. Register
here to receive the
monthly invite.
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Simplified and Improved MQL Status Values in Salesforce
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To
simplify and improve the outcome data from MQLs, in consultation with Sales
and working with the CRM team, we have updated the MQL status picklist in
Salesforce.
This
enhancement has shortened the list of values and most significantly removed
the ‘Completed’ option.
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Sales
will now have to make more results-oriented status selections like ‘Opportunity
Created’ or ‘Not Interested’, providing improved outcome
data to Marketers on their MQLs and Campaigns.
For more information on the MQL
process, status updates and how to view reports please view our previous
open office presentation.
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Updated Email and Landing Page Templates
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As many of you heard on the latest M3 call, we are launching
updated Eloqua email and landing page templates to replace the existing
ones.
The templates are visually refreshed and align more closely to
our website branding with Indigo backgrounds, charcoal copy, and blue CTAs.
There are also a host of new BYO tools to help you create various types of
banner and content imagery.
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The templates are available to use now in master and sub
brands, however updates to the Marketing Ops Toolbox and Brandworld are in
process.
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LinkedIn Ad MQL Forms Enhancement
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We’re very happy to announce
that you can now incorporate a free text field* into your LinkedIn Ad forms
to support more effective MQL triage and follow up! After much
investigation, rather than waiting for LinkedIn and Oracle, we have been
able to successfully build/test a technical solution to integrate the field
data from LinkedIn to Eloqua to Salesforce.
We recommend this free text
field to be like this: “Please provide us with more detail of your
need”. The response will map to the Additional Information field
on the MQL Task in Salesforce, thus providing Sales more information to
effectively engage with your customers
*Please note that this new
feature can only be applied to new Campaigns.
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Website: Rich Text Module Usage Guidance
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Due
to the newly expanded selection of pre-formatted website modules, the Rich
Text Module is no longer required for the vast majority of web page
builds. As a result, the Rich Text Module has been redefined as a
“special request” module that is only to be used when no other existing
module can provide the content experience required to drive the marketing
story.
As
a reminder you can explore and select other standard modules here and your Marketing
Operations contact can also provide recommendations.
Going
forward, if a Rich Text Module is deemed required by the marketer,
it will involve an additional design review process which will increase the
time it takes to approve and build the page. Brand review requests can be
submitted here.
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Increase Social Media Engagement
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In addition to content that is
interesting and educational, right sizing your social
media posts can increase customer engagement. Clear and concise posts of ~100
characters are considered a best practice for Twitter and LinkedIn and
typically achieve higher engagement with customers. In writing posts, also
consider the character limitations below:
Twitter – 280-character
limit per tweet – 13 characters for link and space included.
LinkedIn – 220 characters
or 3 lines of text per post will display before truncating and
requiring the reader to click on “…see more” to view the remainder of your
post.
You can read more on this here
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March Open Office Hours: 2022 Top Performers
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In
the March Marketing Operations Open Office Hours, Kristen Powell presented
the 2022 Marketing Performance Review.
If
you missed the call and are interested in understanding what some of the
best performing campaigns of last year were you can access the presentation
here.
Plus,
don’t forget that all previous Open Office Hour presentations can be found here.
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Why do we call it LEAN for Sustainability?
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Some might wonder how or even
why LEAN and Sustainability connect. Because at the end of the day,
everything we do and work on is a process, at home and at work. And Lean is
all about continuously improving our processes. For example, you want to
rethink how often and with which transports CRA’s (Clinical Research
Associates) travel to sites? That’s a decision in the clinical trial
process. Do you want to start including vegetarian or even vegan catering
in face-to-face events? That’s a decision in the event organization
process. Or you may want to challenge the use of paper in primary market
research and instead digitalize tools. These are just a few ways that we
can think of more environmentally sustainable processes at IQVIA. What
about you? Visit
this page if you would like to know more about this
initiative.
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Useful Links
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Below you will find several links for Marketing Automation tools, resources, and reports
Don’t forget
to join in on the Marketing Operations office hours which is on the first
Wednesday of the month at 9am EST if you have any questions! The next
session is April 5th. You can register or pre-submit any questions/topic
ideas
through the Marketing Operations Toolbox.
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Confidential
– For Internal Use Only
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