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 the Effective Use of MQL Forms in Campaigns. Join your fellow marketers on Wednesday August 2^nd as we cover the following:

·        Best Practice: Effective Use of MQL Forms in Campaigns

·        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 August 2^nd @ 9am EST. Register here to receive the monthly invite.

Data Hygiene Program Enhancing Marketing Database Quality

The Marketing Operations team implements a Data Hygiene Program focused on continuous improvement of IQVIA’s marketing database.  This ongoing initiative focuses on refining data mapping logic, aligning statuses across databases, and implementing backend updates to elevate contact data quality, quantity and marketability. 

Notable 1H2023 database improvements include:

• Added 172,223 Bullseye/Persona Segment memberships
• 88,389 new or enriched marketable contacts
• Deleted 129,357 unproductive/”bad” contacts

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

Maximize Website Engagement with Tab Module Headlines and Numbered Icons

Since IQVIA’s website redesign last year, we've seen a rise in customer engagement with Tab Modules. However, we are committed to continuous improvement through our Digital Experimentation initiative. We recently conducted a multi-variant experiment on IQVIA.com, and the results have shown that leveraging contextual headlines and numbered icons can significantly enhance customer engagement on your Tab Modules.

• Headlines – Provide Context: Our research strongly advocates for providing context through headlines on each of your Tab Modules. By doing so, we observed a 94% uplift in customer engagement during testing. A clear and meaningful headline allows customers to understand the content and purpose of each tab, encouraging them to explore further.
• Numbered Icons – Enhance Visual Appeal: When specific icons are not crucial to your messaging, consider using numbered icons from our icon library for each tab. In testing, we saw a 5% uplift in customer engagement when numbered icons were utilized.

To implement these enhancements on your pages, simply reach out to the Marketing Operations team and request a webpage update and we’ll make the updates.

Did You Miss Our June Open Office Hours?

In the June Marketing Operations Open Office Hours, Sathya presented the SEO Best Practices.

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

IQVIA.com Enhancements Update

We are committed to continuous improvement of our website capabilities and are regularly developing enhancements and addressing bugs.  We want to highlight several key enhancements of interest to marketers.

Functionality Enhancements for Marketers:

• Regional Navigation – A redesigned User Interface now allows marketers to add promo modules, like the global nav, and create direct links to main regional pages.
• Explore More Module - Marketers can now take advantage of the Explore More Module on all child pages, regardless of whether they have sub-pages or not.
• Hero Module - Now comes with an auto-rotate feature for its carousel items ensuring maximum visibility for key content.

Compliance Updates for User Privacy: In response to the ever-evolving landscape of user privacy regulations, we have implemented two significant compliance updates. The first update addresses restrictive cookie requirements, ensuring a seamless and transparent user experience. The second update incorporates the new industry standard - GPC or Global Privacy Control.

If you have ideas or feedback please share with us here, and as always you can review the Web Page Module Template to explore all available modules.

Reminder: Organic Social Requests Now on the Marketing Operations Toolbox

We recently introduced the Organic Social Request Form on the Marketing Operations Toolbox.  This new form replaces the form that was previously available on VIA which has been removed.

This update, along with other recent request form updates enables leaner processes and more productive workflows for all by providing Marketers a single location to place all Marketing Operations requests and provide a consolidated platform for Marketing Ops to manage all execution.

From now on, organic social request should be submitted using the SmartSheet form, which can be accessed through the Marketing Operations Toolbox.

A PowerPoint presentation outlining all the changes can be accessed here.

Your feedback is highly valued, feel free to provide improvement suggestions to Sarah Avallone and Ashley Keravuori or contact the Marketing Operations Team.

Have you heard of the LEAN for Sustainability Influencer Community (LFS IC) ?

Environmental Sustainability has become a pressing concern in today's world and people are increasingly recognising the need to integrate Lean, Eco-Friendly practices into their everyday life. In this article, we explore the role the company-wide IQVIA LEAN for Sustainability Influencer Community can play for you, in fostering Lean and Sustainability within your workplace and at home. By highlighting the reasons why 225+ IQVIANs have already joined our community and the value they get from it, we shed light on how such initiatives can truly inspire positive change.

You can read more about this here

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 August 2^nd. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.

Confidential – For Internal Use Only