MARKETING OPERATIONS NEWS

Welcome to the latest edition of the Marketing Operations 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!

You are receiving this newsletter because you are a member of global marketing and communications distribution list or you have signed up through the Marketing Operations Toolbox.

Previous editions of the newsletter can be found here on the Marketing Operations Toolbox.

Marketing Operations Open Office Hours – Join Next Session

Join us for our next Open Office Hours session where we will be presenting on Optimizing Website Requests. Join your fellow marketers on Wednesday October 4^th as we cover the following:

·        Best Practice: Optimizing Website Requests

·        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 October 4^th @ 9am EST. Register here to receive the monthly invite.

Experiment Reveals Customers' Color Preference for Website CTA

Since IQVIA’s website redesign last year, we have received quite a bit of feedback (of all kinds) on the color of the CTA button.  We are committed to continuous improvement through our Digital Experimentation initiative and wanted to see what customers ‘tell’ us. We recently conducted an experiment on IQVIA.com of three CTA colors across almost 150,000 sessions. Our customers have spoken, and the results show:

• Blue is most successful with customers: The current blue CTA color had the highest conversion rate and was most successful with customers.
• Green was a close second: Green had a slightly lower conversion rate while third place and a bit farther back was Fuchsia.
• 
  Based on the results of this experiment we will keep the blue CTA color.

If you have ideas for experiments, we would love to hear from you.  Please submit your suggestions for consideration via this form on our Marketing Operations Toolbox.

IQVIA Brand Guidelines: Capitalization Tips for Website Copy

Following the IQVIA brand guidelines on capitalization is crucial for ensuring that content on IQVIA.com looks polished and professional. Here are some helpful tips to follow when it comes to capitalization in website copy. Please align your copy with these guidelines before submitting your request.

Generally, all text should be in sentence case where only the first word of the sentence is capitalized.

• Write headlines in sentence case, wherever they appear. Do not capitalize each main word in the headline unless the words are proper nouns.
• Do not capitalize common nouns (e.g., biopharmaceutical company, electronic health records)
• Do not capitalize disease names or therapeutic areas unless they are named after a person. In such cases, do not capitalize common nouns that are part of the condition name (e.g., Alzheimer’s disease, diabetes, neurology).
• Use title case for actual titles, i.e., the names of things — a white paper, a fact sheet, a presentation, etc. the items that appear on iqvia.com asset pages. The exception: blog posts, which should have titles in sentence case.
• Use title case for all product and solution names.
• Always capitalize specific trial phases using Roman numerals (e.g., Phase II trials).

You can find more information in Writing Style Guide section on Brandworld

Improve Your SEO Performance: Actionable Next Steps

Would you like to boost your SEO performance? Look no further than our comprehensive guide to enhancing SEO performance on IQVIA.com. This easy-to-follow guide is tailored to IQVIA's website, providing specific tips and strategies to help you optimize existing pages for search engines and drive more traffic to your pages.

You can access the guide in Brandworld here.

Optimizing Your IQVIA Marketing Channels: MQLs vs. SQLs

As we all know, different channels can have varying effectiveness at different stages of the customer journey. So far this year the IQVIA data has revealed:

• The top MQL channels are Organic Search, Webinars and Email campaigns.
• The top SQL channels - Organic Search, Paid Search and Email campaigns.

As you plan and execute your year-end strategy, keep these channel insights in mind to help you reach your goals more effectively.  Optimize your marketing channels with the best MQL and SQL strategies.

Be Secure: Password Protect the ON24 Webinar Backroom

Ensure the safety of your webinar backroom and prevent unwanted guests from accessing it. Take advantage of the added security measure of password protection for your ON24 PMXD. You can easily activate this feature in just a few simple steps:

1. 
   Login to your Elite account and visit the presenter URL.
2. Click on ‘Security Settings ‘.
3. Click on add 'password’.

By following these steps, you can easily add an extra layer of security to your ON24 PMXD and keep your webinar backroom safe from unauthorized access.

September Open Office Hours

In the September Marketing Operations Open Office Hours, Kristen Powell presented on The Art and Science of Segmentation.

If you couldn't join us for the call and are interested in gaining valuable insights into the approach, best practices, and key learnings that were presented, we've got you covered. You can easily access the presentation by clicking here.

Plus, don’t forget that all previous Open Office Hour presentations can be found here.

Website Release: Enhancements for Improved Functionality and Customer Experience

We're always working to improve the capabilities of our website and address any bugs that arise. As part of our commitment to continuous improvement, we'd like to highlight several key enhancements that will be of interest to marketers.

Functionality Enhancements for Marketers:

• 3 Pill Module – Updated design to allow for a headline and short body text plus slightly reduced the pill size for improved visual impact.
• New ‘Insights Brief’ – Marketers can now leverage a new asset type for Insight Briefs
• Quote Carousel – gradient color options are now available

Improved Customer Experience: 

• Bugs - Three minor issues identified recently have been fixed

We value your ideas and feedback. Please share them with us here, and as always, you can review the Web Page Module Template to explore all available modules.

Listen to the latest Global MarComms Community Call

Last week, the Global MarComms Community (GMCC) hosted its bi-monthly call. The group shared best practices for virtual and hybrid events using the RWS Virtual Conference as the latest example. Additionally, they discussed tips for sharing events on social media as well as the findings from IQVIA’s  global YouTube audit.

If you missed it, you can listen to the recording and browse the presentation deck.

The goal of the GMCC is to connect IQVIANs from around the globe who are involved in any facet of communications and/or marketing. The community shares enterprise-level activities, strategic initiatives and best practices/success stories. If you're interested in joining, please fill out this form.

Useful Links

Below you will find several links for Marketing Automation 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 office hours which is on the first Wednesday of the month at 9am EST if you have any questions! The next session is October 4^th. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.

Confidential – For Internal Use Only