MARKETING OPERATIONS NEWS

Welcome to the latest on best practices, knowledge sharing and system/process updates for our global and regional sales and marketing colleagues. If you have 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.

Based on your feedback and website analysis we have developed several enhancements to the Marketing Operations Toolbox  which will be released live on September 7th.

The Toolbox was rated as very good in our most recent Stakeholder survey, but in the name of continuous improvement we are implementing some of your key suggestions.  A few of the updates you can expect to see include:

• Improved Layout & Navigation
• Ability to Contact Mktg Ops directly from the Toolbox (eliminate emails!)
• Much improved FAQ pages

Further details can be found here. For any additional suggestions please share with Phil Cuff.

Plan to attend the September 7^th Open Office Hours (see below) to hear more and ask questions.

Marketing Operation Open Office Hours – Attend Next Session

Get your questions answered by the Marketing Operations team at our next session of Open Office Hours on September 7th.  Join your fellow marketers as we cover the following:

·        Best Practice: Toolbox improvements review

·        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 September 7th @ 9:am EST. Register here to receive the monthly invite.

Marketing Qualified Lead Performance: Mid-Year Update 

Thanks to all your efforts global marketing performance is trending positive for the first half of 2022 producing the following business impact thru June: 

• MQLs (Marketing Qualified Leads) = 10,997 (up 33% YoY)  
• SQLs (Sales Qualified Leads) = 1,193   
• SQL estimated pipeline value = $246M 

The MQL to SQL conversion rate is 11% through June. This rate is a key indicator of MQL quality, and we recommend a continued focus on this important KPI.  

• As a reminder, an SQL is an Opportunity created from and associated to an MQL in Salesforce. The MQL to SQL conversion rate = Sales Qualified Leads divided by Marketing Qualified Leads. 

Any questions related to metrics please reach out to Powell, Kristen  

Data Hygiene Program Improving Marketing Database Quality

The Marketing Operations team implements a Data Hygiene Program focused on continuous improvement of IQVIA’s marketing database.  This program includes ongoing refinements to data mapping logic and rules, status alignment across databases and other backend updates that improve contact data quality, quantity & marketability.

Some notable 1H2022 database improvements include:

• Added 154,236 Bullseye/Persona Segment memberships
• 96,231 new marketable Contacts with at least one Bullseye
• Deleted 105,304 unproductive/”bad” Contacts

Find out how many contacts currently make up a bullseye segment by viewing the Coverage Report

Email Fundamentals for Better Campaigns

In the August Marketing Operations Open Office Hours, Phil Cuff presented Email Fundamentals. If you missed the call and are interested in the following topics, please review the presentation:

• Subject line best practices
• Using the email templates
• Reporting metrics

The best practice Email Fundamentals presentation can be found here. Plus, don’t forget that all previous Open Office Hour presentations can be found here.

Plan Ahead for Effective Campaign Activation

We encourage you to plan & request your outreach Campaigns as early as possible to ensure the best quality and on time delivery.  Submitting your requests, a month, or even a quarter ahead of time provides several benefits:

• Quality work, less errors and on time sends leading to better results
• Campaign Calendar visibility and ability to collaborate with fellow marketers
• Allows Activation team to effectively manage a very high volume of requests

Standard SLA for an outreach campaign is 7 days from receipt of the final and approved content.  Exceptions for a faster turnaround should be limited to allow the Activation team to manage the large volume of requests in a fair manner.

A reminder of our SLAs can be found here

Social Media Visual Size Guide

Getting your visuals to look good on everything from Facebook to YouTube is difficult without a guide. So we decided to make one.

Find all the right social image and video sizes and dimensions for Facebook, Instagram, LinkedIn, Twitter and YouTube in this comprehensive Social Media Size Guide. Bookmark this always up-to-date guide to keep your social images as picture-perfect as possible.

Useful Links

Below you will find a number of links for Marketing Operations tools, resources and reports

·        Marketing Operations Toolbox

·        Benchmark report

·        Coverage report

·        NNC report

·        Contact Us

Don’t forget to join in on the Marketing Operations Open Office hours, which is usually the first Wednesday of every month at 9am EST, if you have any questions! The next session is September 7^th. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.

Confidential – For Internal Use Only