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Marketing Operations News
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Welcome to the May
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.
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Marketing Operations
open office hours – Join us June 4 @ 9am
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We look forward to having everyone
join us on Wednesday, June 4 at 9am EDT for our June Open Office
hours call!
Agenda:
- ON24 MQL form update | Phil
Cuff
- Guide to SEO services
offered by Marketing Operations | Brandon Haslip
- External activity uploads |
Abhijit Joseph
- Q&A
Pre-submit
your questions here or ask
during the call.
Plan to attend the next Open Office Hours on June 4
@ 9am EDT. Register here to
receive the monthly invite.
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Enhance MQL quality from ON24 webinar registrations
The MQL
checkbox has been highly effective in enabling customers to signal their
interest and qualify as Marketing Qualified Leads (MQLs). To further
improve the quality and conversion potential of MQLs captured through ON24
webinar registration forms, we’ve introduced an enhancement. When the MQL
checkbox is selected, the system will prompt for additional details so that
we can collect more information on the business needs. The new field looks
like this:
This required text
field should help reduce inaccurate selections by customers, ensure
stronger lead validation, and provide important information for sales
follow up. By implementing this change, we anticipate a more reliable MQL
pipeline, a stronger conversion rate for webinar MQLs and a better
experience for our customers.
For more information or if you have questions, please
join the Open Office Hours on June 4 at 9am where Phil Cuff will be
reviewing this enhancement. Register here to receive the monthly invite.
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Improved process for URL reporting group tags
To improve
data accuracy in the Marketing Performance Hub (MPH), we’ve changed the
reporting process for URL tagging by reporting group. As of May 8, only new
webpage create requests will flow into the iqvia.com URL
mapping-to-reporting-group sheet. This means that only new web pages will
be added, and they will automatically map to the system based on the
reporting group selected during the submission process. Updates to existing
webpages will no longer impact the mapping. Reporting Champions should
continue to ensure correct tagging for new pages.
No action
is needed from marketers beyond selecting the appropriate reporting group
when submitting a new web page request.
Additional improvements are being considered, and we’ll
share more soon. For any questions check out the Feedback,
Analytics, and Insights COE site.
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Explore the enhanced SQL performance page
The
updated SQL performance page is now live on the Marketing Performance Hub!
It has been reorganized into three clear sections to help you better
understand SQL trends:
- SQLs from MQLs created in
the selected year
- All SQLs created in the
selected year
- SQL Outcomes, including
closed won/lost and expected to close.
This update improves clarity and enables deeper performance insights.
Reporting Champions are reviewing and being trained on this update. Please reach
out to them with any questions.
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The art of positioning: Building strong brand identities
Last week John Weyrauch and Teresa Loscalzo conducted a session designed to
help you understand the importance of positioning and how to effectively
create positioning statements. The workshop addressed various aspects of
positioning, including the differences between value propositions and
positioning statements, the process of developing a positioning statement,
and the benefits of controlling a brand's narrative.
The discussion will assist you in learning about the key elements of a
positioning statement, such as identifying the target audience, defining
the offering, articulating the benefits, and understanding the competition.
The workshop also included practical examples and templates to guide you in
creating your own positioning statements.
If you missed the session we highly recommend taking the time to view the
recording here.
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New guide to Search Engine Optimization (SEO)
Download the SEO
at IQVIA guide to learn more about the SEO services offered by
Marketing Operations. This comprehensive guide includes information on why
and how to utilize our SEO services, a process guide, and links to other
helpful resources.
You can use our intake form
to request keyword research/organic keyword ranking report/request a
consultation for new/existing IQVIA.com pages. Learn more during next
week’s open office hours.
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Best practices: Drive quality MQLs with
segmentation and forms
In the May Marketing Operations Open Office Hours, Sai Rakshana and Bindhu
L presented Drive quality MQLs with segmentation and forms. If you
missed the call and are interested in learning more, please review the
presentation. It covered:
- Understanding
MQLs and forms
- Utilization
of landing pages in email campaigns
- Building
actionable segments for campaign success
The presentation for the Drive quality MQLs with
segmentation and forms 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.
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Enhancing LEAN Facilitator engagement
In 2025, IQVIA is
rolling out a transformative Facilitator Engagement
Program aimed at streamlining how facilitators are identified, trained,
and supported. Spearheaded by the BU Lean Leads and the Central lean Team,
the initiative aligns with organizational goals and simplifies
implementation.
Key
features include integration with the “Career Connections” system, a
user-friendly sign-up platform, continuous training for new facilitators,
and robust tracking and reporting tools. The program also tackles common
certification barriers such as limited visibility into opportunities, time
constraints, and confidence gaps.
Structured
in three phases – Quick Wins, Discovery, and Implementation – the program
is designed to deliver immediate value while building a sustainable support
system. With strong backing from leaders like Pedro Johns, Charles Anders,
and Loru Bauman, the initiative is set to boost facilitator participation,
enhance training outcomes, and drive Lean success across IQVIA.
Be sure to
follow The Lean
Connection and visit LEAN
BPI&A for all the latest helpful news, information or new
idea submissions.
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Useful links
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Below you will find several links for
Marketing Automation tools, resources, and reports:
Don’t forget to join the Marketing
Operations office hours on the first Wednesday of the month at 9 am EDT if
you have any questions! The next session is June 4. You can register
or pre-submit any questions/topic
ideas through the Marketing Operations
Toolbox.
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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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Confidential
– For Internal Use Only
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