MARKETING OPERATIONS NEWS 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! 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 SEO Best Practices. Join your fellow marketers on Wednesday March 6^th as we cover the following: · Showcase: SEO Best Practices · 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 March 6^th @ 9am EST. Register here to receive the monthly invite. Enhanced ON24 Integration Now Includes MQL Checkbox on Registration Page The ON24 sync to Eloqua has been significantly enhanced to automatically handle MQLs (Marketing Qualified Leads) collected from your ON24 webinar registration pages. Previously, if your webinar included the checkbox question “I would like to speak to an IQVIA expert,” contacts had to be manually exported from ON24, formatted and submitted to Marketing Ops for processing, and then MQL Tasks are created in Salesforce. The MQLs from the registration page will now seamlessly sync to Eloqua/Salesforce just like MQLs from the post-webinar survey. Numerous experiments over the past year have proven the effectiveness of this approach and with the new standardization and integration we expect to see some key benefits including: more MQLs and SQLs, increased productivity by saving time spent by Marketers on manual tasks, increased speed of MQL creation and a reduction in duplication/errors. Please note that this checkbox field will now be a standard default on the registration page for all marketing webinars, however Marketers can request to exclude it for a specific webinar if desired. Updated Smartsheet Calendar Links We’ve noticed that some marketers have been experiencing difficulties accessing the Smartsheet calendars for specific services. This issue likely stems from recent updates to the calendar links. Unfortunately, any previously bookmarked links are no longer functional. You’ll find the revised links in the resources or help sections of the Marketing Operations Toolbox. If you encounter a non-working calendar link, please reach out to phil.cuff@iqvia.com with details about where the link is located. We’ll promptly address the issue. CoPilot For Web Now Available IQVIA's approved AI chat solution powered by Microsoft, Copilot for Web allows you to interact with public internet content with a conversational style that produces summarized answers instead of a set of links. Effortlessly craft professional and compelling content Get answers to specific and complex questions Quickly summarize long PDFs and articles Learn more: IQVIA Copilot for Web Training and FAQ. To access Copilot for Web, go to copilot.microsoft.com and sign in using your IQVIA corporate account. February Open Office Hours In the January Marketing Operations Open Office Hours, Taylor Wright presented on Understanding the MQL Journey. If you missed the call and are interested in understanding more about the MQL journey and what you can do to help the process you can access the presentation here. You can also access the recording here. Additionally, Taylor has shared playbook templates that are available in Word and PowerPoint formats. Plus, don’t forget that all previous Open Office Hour presentations can be found here. Website Content Module Experiment: Tab Module Performs Best We recently conducted an insightful multi-variant test on our refreshed Commercial Compliance page. The goal was to explore how different content layouts impact user engagement. The experiment ran for 34 days and included almost 1200 users. Here are the key findings: The 50-50 Tab Module was the clear winner for users driving a 52.05% engagement rate. The Stacked Card Module captured some attention but was far behind with a 12.5% engagement rate. The least engaging in this experiment was the CTA Grid Module (original layout) with a 10.07% rate. As this experiment shows, continued thoughtful selection of content layouts can contribute to better user engagement on your web pages.  As a reminder, you can access the website module deck and guidelines here. If you have an idea for an A/B test, please reach out to web.support@iqvia.com. LinkedIn Launches Predictive Audiences Starting February 29, 2024, LinkedIn will phase out the lookalike audience functionality.  Instead, they’re rolling out predictive audiences, a new AI-based feature that opens new avenues for targeted marketing. This feature creates an audience of people with similar characteristics to your existing data source who are more likely to convert. To create a predictive audience, LinkedIn combines your data source (contact list, conversions, lead gen forms) and LinkedIn’s AI to automatically generate a new custom audience to use in your campaigns. While static lookalike audiences still work for now, marketers should plan to utilize LinkedIn's predictive audiences to reach wider relevant audiences dynamically in the future. For more details refer to LinkedIn's article here or connect with Hemant Galagali or Sandeep Kamboj. 2023 Extra Lean Award CONGRATULATIONS to all 2023 Extra LEAN Award Winners! In this award’s 2nd edition, six IQVIANs have been selected by the Central LEAN Team and endorsed by the Lean Council to receive this important recognition from a pool of EXTRAordinary Lean Facilitators nominated by the Lean Community and via self-nominations. In line with the Employee Value Proposition initiative, this award recognizes Lean Certified Facilitators who have made significant and impactful contributions and/or have actively facilitated multiple Lean events in 2023. 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 March 6^th. You can register or pre-submit any questions/topic ideas through the Marketing Operations Toolbox. Confidential – For Internal Use Only