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MARKETING OPERATIONS NEWS

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Welcome to the January 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 Next Session

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Join us for our next Open Office session where we will present “Optimizing Website Request Intake: An In-Depth Analysis.” Join your fellow marketers on Wednesday, February 5 where we will:

  • Showcase - Optimizing Website Request Intake: An In-Depth Analysis
  • 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 February 5 @ 9am EST. Register here to receive the monthly invite.

 


Rollout for Marketing Performance Dashboards Begins

We’re excited to announce the official rollout of our new reporting dashboards! These dashboards are designed to enhance visibility into marketing performance, streamline reporting and empower teams across the business. The dashboard rollout plan was presented to marketers at the M3 call on January 27. If you missed it or need a refresher, you can find the details here.

What you need to know:

  • Rollout sessions for group 1 will take place from February 5-19 and group 2 will take place after February 19.
  • Your team’s Reporting Champion will be leading the session to walk through the dashboards, key features, and practical use cases.
  • These dashboards have already gone through a soft launch and UAT process, ensuring they are ready for full adoption.

 

Look out for an invite from your Reporting Champion with session details. We’re excited to bring these enhanced reporting capabilities to the team and look forward to seeing how you leverage them.


What is the Claims Database and why do we have one?

The claims database was created to track and manage proof points (aka claims) used by the organization along with their source. Each marketing team is responsible for submitting and maintaining its own claims on this self-service Smartsheet.

Marketers can use this database to add, update, and track claims and proof points. In fact, if you want to use a proof point on the website, you must first add it to the Claims Database. Adding these items to the central database helps ensure consistency and accuracy of the claims we make in the market.

The first step is to navigate to the claims database to see if the proof point already exists in the system. If the claim is already there, no action is needed. If you have a new claim, confirm the source/methodology and get approval from your leadership team before submitting the claim. Once you and your management team are aligned, submit the new claim using this form. You’ll receive a confirmation once the claim is added to the database.

For more details, please review the dashboard. It includes links to the form and a view of the items that are already in the database along with a link to marketing automation if you have questions.


Google Performance Max: Everything you Need to Know

Performance Max (PMax) is a unique, automated campaign type in Google ads. It utilizes Google’s machine learning capabilities to drive more conversions across all of Google’s owned inventory, helping you reach customers across all of Google’s channels:

  • Search
  • Display
  • YouTube
  • Discover
  • Gmail
  • Maps

 

How does Performance Max work?

PMax is driven by specified conversion goals at the campaign level. It uses machine learning models and a “smart bidding” process to optimize bids and placements in real time. Ads are automatically created from advertiser inputs, similar to how responsive search and display ads are created. Google’s AI technology looks across all its factors —audiences, budgets, bidding strategies, attribution, and creatives — when optimizing campaigns.

For more details on Performance Max campaigns read this article on the google help center. If you are interested in testing/using PMax campaigns, reach out to Sandeep Kamboj.

 

 

Best Practices: Website Modules Announcement


In the January Marketing Operations Open Office Hours, Brandon Haslip presented New Website Modules Announcement. If you missed the call and are interested in learning more, please review the presentation, covering:

  • 2024 module recap
  • Upcoming modules update.
  • Rollout timeline

The presentation for the New Website Modules Announcement 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.


Learn More About the LEAN Tool – Just Do It

The “Just Do It” event is an IQVIA LEAN tool that allows teams to make simple, impactful improvements quickly. By focusing on low-risk solutions, employees can implement changes without lengthy planning or a significant time-consuming event. Regular ‘just do it’ events embed lean thinking into daily operations, ensuring sustained progress and responsiveness. Both the IQVIA AG team and the GFSS and commercial finance team in Switzerland recently implemented successful changes using this approach – learn more by reading the Go IQ article.

 

Please be sure to like, share and follow The Lean Connection and visit LEAN BPI&A for all the latest helpful news and information.

 


Useful Links


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 EST if you have any questions! The next session is February 5. 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.

Confidential – For Internal Use Only

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