Marketing Operations News

Welcome to the June 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.

Let others know what is working! If you have a learning or success to share with the community connect with us.

Marketing Operations open office hours – Join us July 2 @ 9am

We look forward to having everyone join us on Wednesday, July 2 at 9am EDT for our June Open Office hours call!

Agenda

• Outreach calendar: Avoid audience overlap – Shivasagar Biradar
• Process update: Contact uploads – Srujana Pavuluri
• 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 July 2 @ 9am EDT. Register here to receive the monthly invite.

Updates to the Marketing Insights Hub

Thank you for your continued feedback and the thoughtful insights you’ve shared on the Marketing Insights Hub dashboards. We’re thrilled to roll out a new Sprint this June!

This Phase 3 Sprint 1 delivered a total of ~67 enhancements featuring:

• Additional metrics with new KPIs
• Fresh modules for enhanced discovery
• Advanced filters for more refined views
• Improved functions for deeper data analysis

For more details on these updates, review our Sprint Release Notes.

We greatly value your ongoing input, which continues to inform and refine our enhancements – your feedback is always appreciated.

New update on the IQVIA website: Regional navigation & second CTA Hero button

Redesigned regional navigation

We recently launched an updated regional navigation on IQVIA.com. The refreshed interface aims to improve the user experience by giving visitors access to our regional sites with a single click.

Intuitively organized with locations listed in alphabetical order under regional headings giving users a holistic view of IQVIA’s global presence.

New secondary CTA option now available in the Hero banners

We also released an update to the Hero banners on the website, adding a secondary call-to-action (CTA) button to our Hero Carousel, Top-level Hero, and Mid-level Hero modules. Using a secondary CTA is a way to engage a wider audience, capture leads at different stages of the customer journey and potentially increase overall engagement and conversions. This second CTA provides you with an alternative action that can be related to an insight such as a white paper or a video or linking to a related solution.

Multichannel Marketing: Avoid audience overlap with outreach calendar  

The Outreach calendars are your go-to planning tool to ensure your campaigns are implemented strategically and do not coincide with other planned activities. The calendars, located in the Resources section of our Toolbox, provide a comprehensive view of all upcoming email sends across GBUs/RBUs. You can view the calendar by various audiences including region, persona, campaign, and channel.

Using these calendars can help you identify if other stakeholders are targeting the same persona or bullseye on your planned send date. By adjusting your schedule to avoid overlapping activities, you can increase visibility and drive higher engagement, ultimately improving your campaign metrics.

Please note: You can also access the calendar via the Help – Outreach Requests section in the Toolbox. You must be logged in to Smartsheet to open the calendars.

Update on list exclusions in Eloqua for Quebec region

During the April Open Office session, the team had questions related to the Quebec exclusions that are applied as part of the standard exclusion process when selecting a segment.

A significant portion of the Canadian offices for the pharma industry are based in Quebec and include many of our largest clients. Quebec’s Charter of the French Language requires that content be available in French. If you are interested in targeting audiences in this region, you must include content in both English and French. The French language does not have to be the first language shown, but the equivalent content to the English communication must be provided in French. Subject lines for emails must also be bilingual.

Because of the language dictates, we exclude any address with Montreal or Quebec in either the city or province fields when you choose a segment for targeting. If you have any questions, please reach out to our marketing contact in Canada, Dyan Tufts. You can find information on all of the exclusions on the segment page in the toolbox.

Turning interest into action: A deep dive into forms and MQLs

Forms are one of the most effective tools we have for capturing valuable data from potential and existing customers. They help our teams segment and understand their audience better, enabling more personalized and effective engagement. We offer 3 types of forms:

Non-MQL Form

• These forms are used for general inquiries or low-intent interactions not linked to Inside Sales.
• They have fewer processing steps and can be used for gated content (placed in front of downloadable assets).

MQL Form

• These forms are designed to capture leads that meet predefined marketing and sales criteria.
• They are linked to Inside Sales and include hidden processing steps that create an MQL task.
• An additional qualifying question (please provide us more details) is used to help the sales team triage the requests.
• These forms should not be used for gated content.

Hybrid Form

• A blend of both forms, the hybrid option allows flexibility in lead qualification by including an optional MQL question on the form itself. If checked, the form produces an MQL task.
• These forms are also linked to Inside Sales and have the same hidden fields as an MQL form but qualifying questions (please provide us more details) are pre-populated and hidden.

If you have more questions on forms and MQL's reach out to us at marketing.automation@iqvia.com. You can also refer to our FAQs section within the Marketing operations toolbox.

June office hours recap: ON24 MQL form update, SEO guide and more

During our June Marketing Operations Open Office Hours, we shared updates on the ON24 MQL form, external activity uploads, and included a guide to SEO services. If you were unable to attend the call and want to learn more, please take a look at the presentation. It included:

• ON24 MQL form update – Presented by Phil Cuff
• External activity uploads – Presented by Abhijith Joseph
• Guide to SEO services – Presented by Brandon Haslip

The presentation for the Marketing Operations Open Office Hours – June Session can be found here and a recording of the session can be accessed here.

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

Introducing LEAN brainstorming 2.0

In today’s dynamic business world, innovation is essential. The LEAN Brainstorming 2.0 training module empowers professionals to lead more effective brainstorming sessions using AI and virtual collaboration tools.

This hands-on program introduces platforms like Copilot for Web, Copilot M365, MS Whiteboard, and Lucid Spark, helping teams generate ideas, refine thinking, and collaborate in real time. Participants learn how to plan, run, and optimize sessions using AI to sort notes, extract insights, and boost creativity.

Whether you're solving complex problems or sparking fresh ideas, this training helps you stay ahead of the curve and embrace the future of work.

Be sure to Follow the Lean Connection and visit LEAN BPI&A for all the latest helpful news, information or new idea submissions.

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 the Marketing Operations office hours on the first Wednesday of the month at 9am EDT if you have any questions! The next session is July 2. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox.

You receive this newsletter because you are a member of Global Marketing and Communications distribution list, or you signed up via the Marketing Operations Toolbox.

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

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